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Let’s start with a game

Let’s start with a game. Single-moms. Big Targets – Household. Single-person. Married couples. 55.8m. 31.2m. 14.5m. California (37.2m). Big Targets – Geographic. Population of the six New England states. 11m. Hispanics (50.5m). Big Targets – Racial/Ethnic. Boomers (80m).

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Let’s start with a game

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  1. Let’s start with a game Census 2010 and Beyond

  2. Single-moms Big Targets – Household Single-person Married couples 55.8m 31.2m 14.5m Census 2010 and Beyond

  3. California (37.2m) Big Targets – Geographic Population of the six New England states 11m Census 2010 and Beyond

  4. Hispanics (50.5m) Big Targets – Racial/Ethnic Census 2010 and Beyond

  5. Boomers (80m) Big Targets – Generational Census 2010 and Beyond

  6. Big Targets – Generational Millennials (85m) Census 2010 and Beyond

  7. Combined Population of VT, ND, SD, AK DE, MT, RI and Wash. DC Big Targets – Behavioral 9.5m 9m Census 2010 and Beyond

  8. Gender: Male Age: 35-44 Race: White Ethnicity: Non-Hispanic Hometown: Detroit Education: BS Income: Upper 20% Earners in HH: 2 HH Type: Married/kids HH size: 5 (3 under 3) Combining demos for smaller targets: Census 2010 and Beyond

  9. Small Targets – One Census 2010 and Beyond

  10. What do we know? • What kind of job do I have? • Do I own/rent? • What online profiles do I have? • What do I watch on TV? • What do I drive? Census 2010 and Beyond

  11. Sweet ride, dude! Census 2010 and Beyond

  12. Census 2010 and Beyond

  13. Big Numbers from 2010 Census • 50.5 million population (16.3% pop. 11.2% hh) • 17 states > 10% • 35 states > 5% • Population growth = Hispanic/minority growth • Nearly 2 out of 3 born in the U.S.A. (big shift from 1990) Census 2010 and Beyond

  14. Census 2010 and Beyond

  15. Census 2010 and Beyond

  16. It’s not all Spanish and Futbol • Native / non-native • English and non-English • # generations in U.S. Census 2010 and Beyond

  17. Millennials Census 2010 and Beyond

  18. Big Targets – Generational Millennials (85m) Census 2010 and Beyond

  19. Millennials in the workplace • 37% percent of out of the workforce • 10% recently lost a job. • 60% of employed Millennials already have switched careers (7 jobs in 20s) • 2m graduates under age 30 were mal-employed • 41% are in jobs unrelated to their majors • Want flexibility and communication Census 2010 and Beyond

  20. Census 2010 and Beyond

  21. What you might not expect • Not just helicopter parents: Gen-Y like to the helicopter, too. (OMD) • Big changes in education and gender • Not all digital: Nearly 60% of Millennials find out about products on TV, first. (OMD) Census 2010 and Beyond

  22. Trends impacting Millennials and Hispanics Census 2010 and Beyond

  23. Trend: Slow household formation • U.S. had smallest HH growth of last 30 years • Lagging population growth • Millennials: Shaking up (+14%) • Shifting ideas of marriage, economy • Multi-gen Households • Millennials: Living with mom and dad • Economic and Generational factors • Hispanics: More cultural than economic Census 2010 and Beyond

  24. Life-stages Finish school Move out Become independent Get married Have kids “Failure to Launch” Census 2010 and Beyond

  25. Census 2010 and Beyond

  26. Trend: Both highly digital Census 2010 and Beyond

  27. Social media/mobile Census 2010 and Beyond

  28. Social Media Demographics Census 2010 and Beyond

  29. Overshare • 80% of Millennials will learn about your company on the Web. • You’ll learn about them on the Web, too. Census 2010 and Beyond

  30. Facebook Ads targeted by: • Geography big and small • Age • Education • Employer • Gender • Marital Status • Language • Family formation • Broad/Detailed Interests Share of online display ads Census 2010 and Beyond

  31. Creepy, eh? Census 2010 and Beyond

  32. Diversity? Census 2010 and Beyond

  33. Questions? Matt Carmichael mcarmichael@adage.com @mcarmichael, @adagestat Census 2010 and Beyond

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