1. Let’s start with a game Census 2010 and Beyond
Slide Sources: U.S. Census Bureau data, except where noted.
Census 2010 and Beyond

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

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

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

5. Big Targets – Generational
Boomers (80m)
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
Combined Population of VT, ND, SD, AK DE, MT, RI and Wash. DC 9m
9.5m
Census 2010 and Beyond

8. Combining demos for smaller targets:
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)
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
Sources: Pew Research, Data compiled by Andrew Sum, director of the Center for Labor Market Studies at Northeastern University; “How the Recession Shaped Millennial and Hiring Manager Attitudes about Millennials’ Future Careers,” Levit & Licina/Career Advisory Board
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. “Failure to Launch” Life-stages Finish school Move out
Become independent
Get married
Have kids
Census 2010 and Beyond

25. Census 2010 and Beyond

26. Trend: Both highly digital
Source: Pew Research
Census 2010 and Beyond

27. Social media/mobile Census 2010 and Beyond
Census 2010 and Beyond

28. Social Media Demographics
Source: Ad Age research based on data from Facebook, MySpace, LinkedIn and the U.S. Census Bureau
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.
Photo: 666ismoney, creative commons/flickr
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
Chart source: Comscore
Share of online display ads
Census 2010 and Beyond

31. Creepy, eh?
Census 2010 and Beyond

32. Diversity? Census 2010 and Beyond
Mentions in a Google Books search of the word “diversity”
Census 2010 and Beyond

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