Thursday, March 24, 2011

U.S. Census Is All About Hispanic, Local

By Karl Greenberg, MediaPost.

This is a very big year for the Census and not just for the obvious reason that new national Census numbers are forthcoming. The new data, which will be trickling out in coming days, reveal some profound shifts in demographic trends that will have major implications for marketers: You had better start thinking local.

It might help marketers that for the very first time, the Census will be putting out annual small-area data. The yearly data will look at occupational distribution, educational attainment, commuting patterns, housing, and socioeconomic status, according to Robert Groves, director of the U.S. Census Bureau.

"This has never happened before," noted Groves. "In prior years, we offered a big dose of data every 10 years, which became less and less valuable as the years passed." He said the new product, The American Community Survey, is based on ongoing polling of three million households.

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