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Demographics USA
Vertical Markets Served: Regional Media Companies, Consumer Packaged Goods (CPG) Manufacturers (Food & Non-Food), Researchers
Channel Coverage: All retail categories
Long depended on by researchers and planners across a variety of industries, the Demographics USA directories are the most complete collection of marketing statistics published. Each directory contains thousands of pages packed with detailed demographics that cover - and then go beyond - the standard age, sex, ethnicity to cover EBI (Estimated Buying Power), BPI (Buying Power Index) and more to give the most detailed and comprehensive picture of consumers that can be built up for any given geography. The directory is available in both County and ZIP Code Editions.
Frequently Asked Questions
When is it published? - Published in October.
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What's new in the 2007 edition? - The newly-updated, two-volume edition includes fresh data and the latest five year projections. Additionally, the Census of Retail Trade used to benchmark retail data has been updated to the 2002 release.
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Who are the primary buyers? - Businesses of all types, such as marketing professionals, newspapers, direct marketers, broadcast and cable TV companies, advertisers & media planners, chambers of commerce, manufacturers and sales organizations, retailers and real estate developers, libraries, universities and schools.
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How is Demographics USA better than other directories? - We can't speak for anyone else's research, but we can tell you that our directories have an excellent reputation for accuracy and usefulness. Claritas maintains and annually updates the most comprehensive database available with approximately 450 household variables at the ZIP Code, County, DMA and MSA levels. For each geographic level, Claritas updates households, total population, group quarters by age, sex, race and income. The latest population census serves as the benchmark for the Claritas population updates. For the intercensal years, Claritas employs a multitude of sources to update the database. Additionally, local area population estimates, postal deliveries and individual state department of health data are used to evaluate and adjust the estimates. State-of-the-art demographic techniques are used for the updates. Several indirect estimation procedures and modeling techniques are applied to overcome deficient data and enhance these estimates.
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What is the difference between Demographics USA and the Survey of Buying Power? - The Survey is a special issue of Sales & Marketing Management Magazine. Users cannot quote this source unless they are advertisers in that magazine. It is from a county-level perspective only (DMA/CBSA definitions), there is no ZIP level information. Most importantly, the data set is drastically smaller. The Survey is less than 200 pages; the directories are over 1,700 pages each.
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What is EBI? - (Effective Buying Income) Essential for selecting, comparing, and grouping markets, the EBI represents disposable personal income (gross income after taxes.) These figures are presented by income classification and geographic market detail. This measure of income was developed by Market Statistics and was first used in the Survey of Buying Power in 1948. Income and all related fields are benchmarked to the 2000 Census.
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What is BPI? - (Buying Power Index.) One of the most important measures used to estimate potential for mass-marketed items sold at popular prices, the BPI is the measure of a given market's ability to buy and is expressed as a percentage of the total US potential (100%.) A market can be a state, region, county, CBSA or DMA. Created by weighting and combining three factors: total population, total income, and total retail sales. These can be customized by the user by selecting a component from each category (i.e., population, economic, and distribution (retail sales.)) The Graduated BPI correlates product potential and buying power in three household income levels. (Relates to price point of a product (EPP (Economy), MPP (Moderate) and PPP (Premium)).
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What is a MQI? - The Market Quality Index is calculated by dividing the BPI by the percent of US population residing in an area.
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What does FIPS mean? - Federal Information Processing - These are codes assigned to a variety of geographic entities, including American Indian and Alaskan Native areas, county, county subdivisions, metro areas, states, etc.; they standardize data collection and processing.
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What are NAICS Codes? - the North American Industry Classification System - a new, more up-to-date system of classifying businesses into industries. NAICS replaces the old US Standard Industrial Classification (SIC) system.
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What is a CBSA? - CBSAs (Core Based Statistical Areas) refer collectively to Metropolitan and Micropolitan Statistical Areas. The CBSA areas capture approximately 93 percent of the US population.
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How are Retail Sales defined in this book? - Actually more a measure of the drawing power of local retail establishments than of the purchasing power of the residents of that market, since shoppers move to and from adjacent areas, the retail sales figures are comprised of net sales for all establishments engaged primarily in retail trade. These figures are updated from 2002 Census of Retail Trade (released every 5 years).
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What kind of information is available on Retail Sales? - There are Data and rankings for:
- Food & beverage
- Grocery
- Food service & drinking places
- General merchandise
- Department stores
- Clothing & clothing accessories
- Furniture, home furnishings, electronics & appliances
- Building materials & garden equipment and supplies
- Health and personal care
- Gasoline service stations
- Motor vehicle & parts
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What are Demographics USA's primary applications from a commercial real estate perspective?
- Prescreen potential new locations without leaving the office
- Examine consumer expenditure and retail sales data
- Quantify retail sales by store type
- Compare retail potential versus actual sales to determine saturation
- Identify hidden opportunities
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Is Demographics USA available on CD? - Yes, both the county and ZIP editions are available on CD-ROM. However, CD-ROMs are non-returnable and demos are not available. If you would like further information, please call Tracey Jason at (203) 222-5715.
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What's the difference between the CDs and the books? - The CDs allow you to do more than the books do. With the CDs you are able to do various searches, rank, map as well as manipulate data.
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Related Products
Trade Dimensions publishes several products focused specifically on the Retail industry. Boost your sales by taking full advantage of all the markets available to you. In addition to Demographics USA, you might be interested in one or more of the following:
Retail Tenant Directory
The Retail Tenant Directory is an annual publication which lists detailed information on 5,400 actively expanding retail chains in the US and Canada. From specific site selection criteria to the names and titles of executives you need to contact, there is no publication like it.
Market Scope
Supermarket counts and the most accurate retail market share data available anywhere, at any price. Only Trade Dimensions can produce supermarket share using store information from our one-of-a-kind database of every supermarket in the U.S. View the latest share information by market for all 52 ACNielsen SCANTRACK® markets, all 64 IRI InfoScan® markets, 205 DMAs, the top 100 CBSAs and all 48 contiguous Marketing Guidebook markets. Market Scope's Mid-Year Update keeps you atop the dramatic changes that occur in six months. Manufacturers, finance and investment companies, advertising agencies and researchers all rely on Market Scope as the definitive guide to supermarket market share. Don't settle for "guesstimates" -- get the real answers from Market Scope!
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