In honor of World Statistics Day, we spent the day buried in the 2009 American Community Survey data from the Census, and some other favorite sources. Here are some Twitter-ready demographic and consumer trends with fairly obvious marketing implications. Look for us to expand upon these in coming AdAgeStat posts.
- Only one in five new households in the U.S. in 2009 were non-Hispanic whites.
- Twenty-three metro areas already have more Hispanics than whites.
- There are fewer people living alone.
- The recession helped lead to a striking 14% increase in non-married couples living together.
- In the last 15 years, the number of households watching TV in the pre-dawn hours doubled to 16%. Newscasters are taking notice and beginning their broadcasts earlier and earlier.
- The median household income in the U.S. is roughly $50,000.
- The top 40% of Americans earn 75% of the money.
- Married couples with kids are the biggest spenders. They had the largest household income growth over the last 30 years.
- Married couples with kids dropped below 50% of all households for the first time in 2009.
- The number of households with no children is at an all-time high of 70.5%.
- Millennials outnumber the boomers, and as they move into their 30s and 40s, they will drive the economy.
- Teen births are down to just 10%, less than the number of births for women age 35 and older (14%).
- Four in 10 kids are born to single moms.
- Twenty-four percent of births are to Hispanic moms, up 10% from 1990.
- Births to white women have dropped 12%.
- The average head of household in the U.S. is now 50 years old, the highest it's ever been.
- Men tend to make more cellphone calls per day than women do.
- Twenty-six percent of men make six or more cell calls a day.
- Forty-three percent say they make five or fewer.
- Sixty percent of Americans now live in the South and West regions.
- Women age 25-39 now make up 46% of those earning bachelors degrees in science and engineering.
- Undergraduate business degrees are also almost evenly split between men and women.
- Among the Hispanic population, there are nine births for every death. For non-Hispanic whites, the ratio is 1-to-1.
- There were more babies born in 2007 than ever before, but by 2010 birth rates have dropped to an all-time record low.
- Lottery and gambling expenditures have fallen by an average of 21% per household over the recession.
- The average amount spent on video games and consoles has increased by 70% over the recession.
- Spending on video rentals plummeted by more than 30% during the recession.
Sources: U.S. Census Bureau, U.S. Bureau of Labor Statistics, ESRI, U.S. Center for Disease Control, Peter Francese, Joel Kotkin, Pew Research Center, Nielsen. Portions of this appeared in the Ad Age Consumer Issue.
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