Wednesday, October 17, 2007

I love demographics

I have a new favorite database. Its name is DemographicsNow. I’ve always enjoyed questions of a demographic-nature, but this tool makes answering them considerably easier and more fun.

Want to know where to locate your new business? The database can compare up to ten geographies at once, comparing consumer expenditures, income, existing businesses and employees, or retail sales potential for almost a hundred categories.

Have you heard of MOSAIC cluster groups? I hadn’t, but the company that owns DemographicsNow describes them here. Using this feature you can see how a geographic area breaks down into niftily-named groups like “small-town success,” “affluent urban professionals,” “urban grit,” or “comfy country living.”

It has all the usual census data, including age, race, etc, but its easier to choose your exact geography (the whole U.S., state, metro areas, cities, zip codes) and you can use a radius around a zip code.

Seems like a great way to learn more about people and places, and a helpful business decision-making tool.

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