Digging into the demographics
Are you thinking about relocating your business, or of expanding your marketing or services into a new part of town? Of course, you’ll want to move to where your customers are. Wouldn’t it be helpful to know more about the demographics of the neighborhood?
The zip code database by Esri Data provides a wealth of information about the people living there. Graphs show the income levels of the population, the average age, and the population density per square mile. Each zip code is divided by percentage into population “segments” with clever monikers like “Dorms to Diplomas,” “Rooted Rural,” and “Southern Satellites,” just to name a few.
This section provides vivid characterizations, describing in incredible detail the population segment’s lifestyle, jobs, households, whether or not they are married or have children, their hobbies, political and religious views, how much they use technology, and their brand loyalties.
Take, for example, the description of the “Trendsetters” who make up 15% of the 11206 area code in Williamsburg, Brooklyn. Esri Data provides basic demographic information…
“…we’re living life to the fullest, unfettered by home and vehicle ownership, and not ready to settle down. We’re young, educated singles with good jobs who spend our disposable income on upscale city living and entertainment – mostly on rent…”
…and goes into eerily accurate detail about spending habits…
“E-readers and tablets are preferred for everything except women’s fashion and epicurean magazines which must be in print. We shop at Whole Foods and Trader Joe’s for quick, organic meals.”
Here’s a description of a population segment called “The Great Outdoors”: married couples making up 45% of Taos, New Mexico:
“Our lives are modest, our needs are simple, and our demands are few. Retirement investment and Social Security payments help to support us; jobs require longer commutes from home to support a peaceful existence in the country. A vacation home or other real estate is a more appealing investment than stocks. Pet dogs or cats are part of the family. We’re very cost-conscious and relatively self-sufficient; we maintain our vehicles and lawns, and will tackle home improvement and remodeling projects. Our vegetable gardens provide home-grown food which we cook at home. Technology isn’t important; we may go online occasionally for entertainment and shopping. The History Channel, CMT, and Fox News are favorite TV channels viewed via satellite.”
With the help of such descriptive information from Esri Data, your business can make a smart decision about whether or not a particular zip code is a good fit for your company.