The big business of Champions League soccer

Posted on May 20, 2013 by admin

This blog was originally posted at: http://smartblogs.com/finance/2013/05/20/the-big-business-of-champions-league-soccer/.

This year’s Union of European Football Association (UEFA) Champions League final is set to be an all-German affair between Bayern Munich and Borussia Dortmund on May 25 at London’s Wembley Stadium. Next to the World Cup, the UEFA Champions League final is one of soccer’s most-anticipated events. Recognizing the growing global appeal of the final, UEFA made the decision a few years ago to switch the game from a weeknight to a Saturday so it could attract more viewers from around the world.

Big Business for UEFA

These championships are big business in Europe. The annual estimated gross commercial revenue expected from the 2012/2013 UEFA Champions League and the UEFA Super Cup is €1.34 billion or about $1.73 billion, according to UEFA. This compares to annual revenues of $9.5 billion for the NFL, $7.5 billion for Major League Baseball, $4 billion for the NBA, $3.4 billion for the NHL, and $300 million for Major League Soccer. UEFA isn’t the world’s biggest sports entity in terms of revenue, but it makes significant revenue and has fans worldwide.

In 2011, 178.7 million television viewers tuned in to watch Barcelona beat Manchester United in the final. It was the most-watched UEFA Champions League game ever and the most-watched worldwide annual sporting event that year. In the U.S., 2.6 million viewers tuned in, while the 2012 final between Chelsea and Bayern Munich drew a U.S. audience of 2 million. Both matches were shown live in the U.S. on FOX Sports.

The road to the 2013 UEFA championships started in July 2012. Teams compete in a qualifying round, play-offs, Group Stage, Knockout Phase, and the Final. Teams from Eastern and Western Europe, Israel, Russia, the Ukraine, and some Asian countries compete in the UEFA championships. Holding nine titles, Real Madrid C.F. is the most successful UEFA team. The current champion is Chelsea F.C. from London, though they were defeated in the Group Stage in this year’s competition.

The UEFA league is made up of 53 football member associations throughout Europe and one provisional team. Each UEFA member has its own league system.

Explore the map below to learn more about the top 16 teams in this year’s Champions League.

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Watch Soccer on TV

Even though soccer is not the most popular sport in the U.S., it is gaining fans due to participation in amateur youth and adult leagues and the influx of immigrants over the past decade. Some Americans love the sport and are most likely to watch the UEFA championships on television. Where are the Americans who will cheer on their favorites?

People in the U.S. who watch soccer on TV most frequently live along the Eastern seaboard, near Chicago and Minneapolis, and areas in the West, including California. ZIP codes with residents most likely to watch soccer on TV include: 21402 (Annapolis, Maryland), 65473 (Fort Leonard Wood, Missouri), 92145 (Fort Irwin, California), and 98433 (Tacoma, Washington). Residents in these ZIP codes are at least twice as likely as the average American to watch soccer on TV.

What type of American most likely watches soccer on television? Esri, a geographic information systems company, developed a Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

Residents of Dorms to Diplomas, Las Casas, and Military Proximity neighborhoods are the most likely to watch soccer on television. Dorms to Diplomas residents are focused on their education. They have a median age of 21.9 years and most live in dorms. Las Casas residents are primarily young, Hispanic families with a household size of 4.14 people. Approximately half were born outside the United States. Residents of Military Proximity neighborhoods depend upon the military for their livelihood. Most are in the Armed Forces; others work in civilian jobs on base. Two-thirds of the households are married-couple families with children.

Residents of Prairie Living, Rural Bypasses, and Southern Satellites neighborhoods are the least likely to watch soccer on television. Prairie Living residents live on family-owned farms in the Midwest. Two-thirds of the households are married couple families; the median age is 43.3 years. Rural Bypasses neighborhoods are found in small Southern towns along back country roads near open space, undeveloped land, and farms. Unemployment is high in these neighborhoods; however, those who work have jobs in the agriculture, mining, manufacturing, and construction industries at a higher-than-average rate. Households in Southern Satellites neighborhoods are located in the rural South. Residents are primarily married-couple families who work in the manufacturing and service industries.

Why This Matters

Soccer has always been big business in Europe and Latin America. It has not been nearly as popular in the U.S. as other sports; however, some Americans love the sport. Soccer leagues – both domestic and international – can target U.S. soccer fans by understanding who they are and where they live in the U.S.

Many Americans who emigrated from Latin American and European countries or are first generation Americans from those areas are very connected to the game and want to watch it. They are often super fans who will do anything to view critical games played by their favorite teams as well as the league championships. Many fans are Hispanic, which are an increasing percentage of the total U.S. population. With the right marketing, messaging, and promotions, UEFA soccer leagues can increase their presence in the U.S.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist, and location intelligence consultant. You can visit her blog at www.pamallison.com.

Disability insurance and the U.S. economy

Posted on May 13, 2013 by admin

This blog was originally posted at: http://smartblogs.com/finance/2013/05/13/disability-insurance-and-the-u-s-economy/.

When evaluating the health of the U.S. economy, most Americans look at unemployment figures as a key statistic. Many, however, ignore another key statistic: Americans who receive disability benefits.

In December 2011, the Social Security Administration noted that by county, more than 55 million Americans received disability (OASDI) benefits. Up from 44.7 million in 2001, this number has steadily increased in the past several years. As a comparison, in December 2011, 14 million Americans received unemployment benefits.

Illness or an accident prevents many Americans from working. They need disability benefits to survive. A recent story on NPR’s “This American Life” titled “Trends with Benefits” reported that in several counties, almost 1 in 4 working-aged residents receive disability benefits. What do we know about these counties? Is unemployment high there? Is education attainment a factor? Do these residents work out? The NPR story described one case where a doctor diagnosed a disability based partly on a patient’s education. Is there a correlation among educational attainment, fitness and disability?

Disability beneficiaries by county

On average, 7.3 percent of working-aged adults (18-64) receive disability benefits from the U.S. government. The percentage by county varies immensely throughout the country. Counties with the highest percentages of disability benefit payments for working-aged adults are: Lewis County, Idaho (27.7%), Buchanan County, Va. (26.0%) and Dickenson County, Va. (24.6%).

Many counties with high percentages of working-aged adults receiving disability benefits are in the South. In 16 counties, at least 20% of working-aged adults receive disability benefits. All of these counties are in the South, except for two, which are located in Michigan.

Some believe that areas with a high percentage of the population on disability correlates to high unemployment. This may be the case in some areas, but not in others. These two statistics tell different stories about the economy.

In 2011, counties with the highest unemployment rates were Imperial County, Calif. (29.7%), Yuma County, Ariz. (26.8%) and West Hampton Census Area, Alaska (20.7%), according to the Bureau of Labor Statistics. The percentage of working-aged adults of these counties that received disability benefits were 7.4, 6.8, and 6.8, respectively. In December 2011, the U.S. unemployment rate was 8.5%.

Many counties with a high percentage of disability recipients for working-aged adults also have high unemployment rates. However, several counties in the West with high unemployment rates have rates for disability benefits for working-aged adults lower than the U.S. rate of 7.3%.

Compare counties with high percentages of disability benefit payments for working-aged adults to unemployment rates:

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Residents in counties with the highest percentages of working-aged adults receiving disability benefit payments also have lower rates of college degrees than the average American. According to the Census Bureau, 17.7% of Americans have earned a college degree.

In counties where at least 20% of the working-aged population receives disability benefits, just 6.4% of the population has earned a college degree, on average. The rates vary from 4.3% up to 14.2%. Although no information is available about the education attainment of disability benefits recipients, there does seem to be a correlation between counties with a high percentage of working-aged people receiving disability benefits and a lack of college degrees.

Explore more about the percentages of adults who have attained a college degree in this interactive map:

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Healthy lifestyles

How much people exercise can have a great effect how an eventual need for disability benefits. It is more likely that people who lead a healthy lifestyle might be less likely to need disability benefits in the future, unless they are hurt or ill. One statistic that determines an area’s health is the number of people who exercise at a gym twice per week.

People who live in the South and Midwest are less likely to exercise regularly than people who live along the Eastern Seaboard or in the West. As noted above, working-aged adults living in counties in the South are more likely to receive disability benefits. This correlates to people who are less likely to exercise. Although people in the Midwest are less likely to exercise, overall, they are also less likely than the average American to receive disability benefits.

What types of Americans are the least likely to exercise? Esri, a geographic information systems company, developed a Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

For example, residents of Southern Satellites neighborhoods are the least likely to exercise. These neighborhoods are found primarily in the rural South. They are comprised of married-couple families who work in the manufacturing and service industries. Residents have a median age of 39.9 years and a median household income of $36,759.

Why this matters

Growing numbers of disability claims affect the economy significantly. If more people are working, paying taxes and spending their disposable income, the U.S. economy will improve. Government agencies must understand the types of people are receiving disability benefits, where they are located, and if possible, what steps can be taken to get them back to work. Keeping their current employees can also help companies avoid hiring and training costs. Businesses can offer wellness and education programs to improve employee fitness and encourage them to work toward a degree.

There is a clear trend in the South where a higher percentage of Americans are receiving disability benefits — especially among working-aged adults. There are various outside factors likely contributing to this high percentage. Studying the lifestyles of residents in these areas can help government agencies and companies better understand why some areas have a higher rate of benefit recipients than others. In the South, a lower percentage of residents hold a college degree and a lower percentage of those who exercise regularly than in other parts of the country. However, these are just two factors that may contribute to the issue. This knowledge can help the government and companies adjust their programs to address the issues in order to keep people in the work force.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

Los Angeles mayoral race — who are the candidates’ supporters?

Posted on May 6, 2013 by admin

This article was originally posted at: https://smartblogs.com/leadership/2013/05/06/los-angeles-mayoral-race-who-are-the-candidates-supporters/.

The race is coming down to the home stretch for the next mayor of Los Angeles. Eric Garcetti and Wendy Greuel are in the final stages in their respective campaigns to become mayor. Election Day is Tuesday, May 21, so both candidates are in heavy campaign mode — and continuing to raise funds to support their campaigns.

In the March 5 primary, Garcetti won 33.1% of the vote and Greuel won 29%.

The two campaigns have raised a total of almost $17.7 million. Although Garcetti leads in the polls and received more votes in the primary, he has raised less money than Greuel. To date, the Garcetti campaign has raised approximately $7.2 million; the Greuel campaign has raised approximately $10.5 million.

What type of voter is contributing to each campaign and where do they live? Who is likely to vote in the upcoming election?

Contributions by ZIP code

Prior to the primary election, the Garcetti campaign had raised $3.7 million from individuals. The Greuel campaign raised $3.8 million from individuals. The most an individual can donate to a mayor candidate is $1,300 for the primary and $1,300 for the runoff election, according to the Los Angeles City Ethics Commission.

The ZIP codes that the Garcetti campaign brought in the most are 90210 ($166,945), 90049 ($158,950) and 90069 ($97,720). The median household income in each of these ZIP codes is significantly higher than the U.S. median of $50,157. The ZIP codes that the Greuel campaign raised the most from are 90210 ($212,648), 90049 ($164,394) and 90024 ($113,275).

Both campaigns have received most of their campaign funds from voters in the same ZIP codes, due in part to the wealth in those areas, but also because both candidates are so similar. Both are Democrats and both have held elected positions in the City of Los Angeles.

Explore this interactive map to learn more about which ZIP codes the contributions come from:

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The candidates appear to attract similar donors. Esri, a geographic information systems company, developed a Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

The top Tapestry segments for contributions to both candidates are Laptops and Lattes, Metro Renters, Trendsetters and Top Rung. Residents of each neighborhood type account for at least 10% of donations to each campaign.

Residents of Laptops and Lattes neighborhoods are single, affluent and still renting. With a median age of 37.6 years and a median household income of $97,408, they are highly educated professionals who are partial to big‐city life. Metro Renters are young, well‐educated singles who are just beginning their professional careers. They have a median age of 32.1 years and a median household income of $49,852. Most rent apartments in high‐rise buildings, living alone or with a roommate.

Trendsetters are on the cutting edge of urban style. They live in older West Coast city neighborhoods and are young, diverse, mobile, educated professionals with substantive jobs. The median age is 34.8 years and the median household income is $53,345. Residents of Top Rung neighborhoods are very wealthy and represent less than 1% of all U.S. households. They have a median household income of $173,721. Residents are married couples with and without children, highly educated and in their peak earning years.

Number of contributors by ZIP code

One method to measure and track supporters is by the number of contributors. Each campaign had more than 7,500 contributors during the primary.

Garcetti had the most contributors from 90049 (346), 90210 (309) and 90069(222). These are the same top three ZIP codes for contributions amount however, not all ZIP codes are the same. For example, ZIP code 90026 had $51,048 in contributions from 188 people, for an average of $272 per contributor. This compares to 90210 that had $540 per contributor.

Greuel had the most contributors from 90210 (342), 90049 (313) and 91604 (250), three of the top four ZIP codes with the highest contributions per ZIP code. ZIP code 90210 had an average contribution of $622 per person compared to $400 per person in 91604.

One key note is that not all contributors were from the Los Angeles area. Each candidate received contributions from other areas including New York and Boston.

More about the number of contributors by ZIP code for each candidate can be explored in this map:

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Likely voters

Each campaign is very concerned about turnout on Election Day. Although an individual may support a particular candidate, going to the polls may be another matter if someone doesn’t feel particularly motivated to vote.

What do we know about the people who are most likely to vote?

Residents of The Elders neighborhoods are most likely to vote in an election. Residents of these neighborhoods are typically retirees that live in senior living communities, primarily in warm climates. They have a median age of 71.2 years. Approximately 80% collect receive Social Security; 48% receive retirement income. Although neither campaign has received many contributions from this Tapestry segment; these voters could influence friends or family.

Residents of Laptops and Lattes, Metro Renters and Top Rung, all top contributors to both the Garcetti and Greuel campaigns, are also more likely to vote. Residents of Trendsetters neighborhoods were top contributors, but are not likely to vote.

Residents of Las Casas, NeWest Residents and Southwestern Families neighborhoods are the least likely to vote. Both campaigns received some contributions from residents in these neighborhoods, but the amounts are relatively small. Three percent of Greuel’s contributions come from residents of NeWest Residents neighborhoods. Five percent of Garcetti’s contributions come from residents of NeWest Residents neighborhoods.

Las Casas residents are young, Hispanic families. The average household has 4.14 people; 63% of the households include children. The median household income is $34,323. Residents of NeWest Residents are young and have a family-oriented lifestyle. Family types are married-couple or single-parent; children are present in 54% of the households. Approximately half of the population is foreign-born. Southwestern Families are ethnically diverse and are the bedrock of Hispanic culture in the Southwest. Their median household income is $25,155.

Why this matters

Even though this article focuses on the Los Angeles mayoral election, candidates and campaigns at all levels can succeed by learning more about the voter types in their electoral areas. People with similar backgrounds, demographics and lifestyles tend to support the same types of candidates because they agree on issues and have the same beliefs. Campaigns can use demographic and lifestyle data to locate supporters; find more like them; target voters to contribute, volunteer — and vote!

In Los Angeles, Garcetti and Greuel have a bit of a challenge because many of their supporters come from the same types of neighborhoods. Differentiating themselves at both ends of the support base may be the key to winning the election.

Currently, Garcetti leads in the polls by approximately 10 points. Greuel could gain support if she uses demographic and lifestyle data to learn about her supporters and find new ones. Garcetti can extend his lead by taking the same approach. We will know the outcome of the election when the results are in on May 22.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

Are you Trendy?

Posted on April 30, 2013 by admin

This blog was originally posted at: http://smartblogs.com/leadership/2013/04/29/are-you-trendy/.

People often use clothing to help define themselves. Some people will wear only designer clothing. Others try to be as trendy as possible, no matter who the designer is. Still others will wear only comfortable clothes.

Being trendy can help some people feel confident. But trendiness isn’t just for the rich. Designer clothes are available to the masses. One key piece of a trendy wardrobe is designer jeans. They are worn by people of all ages, income levels and lifestyles.

Who wears designer jeans? Does it vary from women to men? Where do they live?

Buyers of women’s designer jeans

Many women are fashion-conscious — or want to be. Designer jeans are often part of trendy women’s wardrobes. According to Esri, 5.2% of women in the U.S. are likely to buy designer jeans, compared with 3.4% of men.

Who are these women and where do they live?

Buyers of women’s designer jeans most likely live along the Eastern Seaboard, in the South, and in parts of California, Arizona, Hawaii and Alaska. The trend is clearly localized. For example, women’s designer jeans are very popular in some areas of the South, but much less so in other areas. Small Southern towns will more likely include buyers of women’s designer jeans compared with more rural areas, even if they are very close to one another. Households in ZIP codes 02143 (Somerville, Mass.), 19142 (Philadelphia), 81620 (Avon, Colo.), and 94130 (San Francisco) are twice as likely as the average American to purchase women’s designer jeans.

What do we know about the types of people who would most likely buy women’s designer jeans? Esri developed a Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

Residents of City Commons, International Marketplace, Laptops and Lattes, Las Casas, Metro Renters, Top Rung, Trendsetters, Urban Rows, and Young and Restless neighborhoods are one-and-a-half times more likely than the average American to buy women’s designer jeans. These neighborhoods differ markedly according to age, income, diversity, housing and employment.

Residents of Metro Renters, Trendsetters, and Young and Restless neighborhoods are young singles who prefer big-city life. They live in startup households in America’s more densely populated neighborhoods. They tend to be well-educated, working professionals who are either beginning their careers, attending college or already hold a degree. On the other hand, Laptops and Lattes residents are affluent, more established singles who have traded homeownership and child-rearing responsibilities for life in the city. International Marketplace and Las Casas neighborhoods are very diverse. Las Casas neighborhoods have a strong Hispanic influence. International Marketplace neighborhoods have a broad mix of cultural and racial diversity. City Commons neighborhoods are primarily in large Southern and Midwestern metropolitan areas. Residents are young singles or single parents, and most likely, are unemployed or work part-time. Top Rung residents are very wealthy and highly educated. Their median household income is $173,172. Conversely, residents of Urban Rows neighborhoods typically live in row houses in large Northeastern cities. They have a median household income of $29,467.

Residents of Southern Satellites and Midland Crowd neighborhoods are the least likely to purchase women’s designer jeans. Southern Satellites households are in the rural South and include married-couple families who work in the manufacturing and service industries. Midland Crowd neighborhoods are found in villages or towns in rural areas throughout the U.S. Most households are settled, married-couple families, half with children.

Buyers of men’s designer jeans

While many women are usually more fashion conscious than men, a lot of men put a high value on fashion and good-fitting designer jeans can be a key piece of their wardrobe. Where do they live?

Men who buy designer jeans most likely live along the Eastern Seaboard, in southern Florida and Texas, along the California coast, and in western Alaska. Adults in ZIP codes 11717 (Brentwood, N.Y.), 48235 (Detroit), 60661 (Chicago), and 91744 (La Puente, Calif.) are twice as likely as the average American to buy men’s designer jeans. Men in the Midwest are less likely to do so.

Who is most likely to buy men’s designer jeans?

Residents of Family Foundations and Urban Villages neighborhoods are twice as likely as the average American to buy men’s designer jeans. Family Foundations neighborhoods found in small, urban communities include a family mix of married couples, single parents, grandparents, and young and adult children. Urban Villages neighborhoods consist of multicultural families in U.S. “gateway” cities found primarily in California. The average family size is 4.16 people.

Residents of College Towns, Salt of the Earth, Silver and Gold, and Southern Satellites neighborhoods are least likely to buy men’s designer jeans. They differ by age, income and locale. Education is the focus of residents of College Towns neighborhoods. Their median age is 24.4 years, with a high concentration of 18-to-24-year-olds. Salt of the Earth residents are settled, traditional and hard-working. Most are married-couple families that live in single-family homes in small towns or rural areas. Silver and Gold residents are wealthy, retired professionals who have moved to sunny climates, such as Florida, Arizona and California. Southern Satellites neighborhoods are in the rural South. Residents are married-couple families who work in the manufacturing and service industries.

Why this matters

Knowing who buys designer jeans and where they live is critical information for retailers. This type of information can help drive decisions about stocking merchandise by type and quantity for each store as well as offering online promotions by customer type. For example, Nordstrom customers include some of the Tapestry segments that are most likely to purchase designer jeans but not all. Residents of Connoisseurs, Laptops and Lattes, Pacific Heights, Top Rung and Urban Chic neighborhoods are likely Nordstrom customers. The segments that overlap with potential jeans buyers are Laptops and Lattes and Top Rung. Therefore, store locations that cater to those types of consumers would be wise to stock more designer jeans. Potential Nordstrom shoppers do not overlap with customers who are most likely to buy men’s designer jeans. However, these segments could provide an opportunity if a store location wants to expand its customer footprint. Other retailers can also use this information. They can look for products or services that fit their existing customer base to gain more sales from existing customers or prospects.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

The economic makeup of the DIY crowd

Posted on April 22, 2013 by admin

This blog was originally posted at: http://smartblogs.com/finance/2013/04/22/the-economic-makeup-of-the-diy-crowd/.

Home improvement is often a springtime activity. As the snow melts and the weather improves, homeowners often want to make improvements to their homes. These projects can include painting, fixing roofs, carpet and flooring installs, room remodeling and complete renovations. Although many people hire contractors to do the work, others are more do-it-yourselfers who are handy and may be concerned about finances. They want to save money and can easily do the work themselves.

Who are the do-it-yourselfers? Does it depend on the type of work?

Interior painting

A relatively quick, easy way to change a room dramatically without spending a lot of time or money is to repaint the walls. These projects can often be done in just a day or a weekend — depending upon the commitment and skill of the painters. The biggest challenge is usually selecting the color and doing the preparation work. Where do these do-it-yourself painters live?

Interior painters live all across the U.S.; large concentrations are in the Northeast corridor as well as in pockets of California and around Denver. Households in ZIP codes 08510 (Millstone, N.J.), 46814 (Fort Wayne, Ind.), 76034 (Colleyville, Texas) and 99516 (Anchorage, Alaska) are twice as likely as the average American to paint the interior of their homes themselves.

Who is most likely to paint the interior of their homes themselves? Esri developed a Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

Residents of Boomburbs, Cozy and Comfortable, Green Acres, Prosperous Empty Nesters, Sophisticated Squires and Suburban Splendor neighborhoods are one and a half times more likely than the average American to paint the interior of their homes themselves. All of these neighborhoods represent a cross-section of demographics; however, many households have higher-than-average median incomes.

Boomburbs communities are home to busy, affluent young families with young children who live an upscale lifestyle. Cozy and Comfortable neighborhood residents are settled, married and working in suburban areas of the Midwest, Northeast and South. Many couples still live in the pre-1970s, single-family homes in which they raised their children. Green Acres neighborhoods are a “little bit country,” in pastoral settings of developing suburban fringe areas, mainly in the Midwest and South. Residents of Prosperous Empty Nesters neighborhoods are educated, experienced, and enjoying their transition from child-rearing into retirement. Sophisticated Squires residents are educated, married-couple families that hold good-paying jobs and are willing to commute longer distances to maintain their semi-rural lifestyle. Suburban Splendor residents are successful suburbanites who live in growing affluent neighborhoods.

Because they rent and have relatively low incomes, home improvement projects are not a priority for residents of High Rise Renters, Inner City Tenants and Modest Income Homes neighborhoods. Their median household income is less than half of the U.S. median of $50,157.

High Rise Renters neighborhoods have a diverse population and are located in densely populated urban communities. Inner City Tenants neighborhoods are a mix of young, multicultural, married and single residents who rent economical apartments in mid- or high-rise buildings. Modest Income Homes neighborhoods are in older suburbs of metropolitan areas and mainly consist of single-family housing.

Bathroom remodeling projects

Bathroom and kitchen remodels are the most common home-remodeling projects. These can significantly affect the daily lives of residents and, if done properly, can often increase the value of a home. A bathroom remodel can cost a few thousand dollars to tens of thousands, depending on the size of the bathroom and the quality of the interior finishes such as fixtures, cabinetry and flooring chosen by the homeowner. The website BathroomRemodel.com states that an average small bathroom remodel using a contractor costs between $5,000 and $8,000. Many homeowners do not want to spend that much — or think they can make the changes themselves. Where do these people live?

DIY bathroom remodelers live all across the U.S.; however, people in southern California, parts of Nevada and Arizona, and southern Texas are less likely to remodel their bathrooms themselves. Households in ZIP codes 14059 (Elma, N.Y.), 27712 (Durham, N.C.), 44026 (Chesterland, Ohio) and 62563 (Rochester, Ill.) are one and a half times as likely as the average American to do a bathroom remodel themselves.

What types of homeowners are most likely to do a bathroom model themselves?

Residents of Exurbanites and Prosperous Empty Nesters neighborhoods are one and a half times more likely than the average American to do a bathroom remodel themselves. Residents of these neighborhood types are very concerned with their financial health, so they likely try to do things themselves to save money. Exurbanites are in affluent neighborhoods of empty-nesters and married couples with children. Many hold professional or management positions. Prosperous Empty Nesters residents are educated, experienced and enjoying transitioning from child-rearing into retirement.

Residents of City Lights, High Rise Renters, Inner City Tenants, International Marketplace, Las Casas, Laptops and Lattes, Metro Renters, NeWest Residents and Urban Melting Pot neighborhoods are the least likely to do a bathroom remodel themselves. Many of these households are located in large U.S. cities; except for the affluent Laptops and Lattes neighborhoods, these residents are young with modest incomes and tend to rent in multiunit buildings.

Kitchen remodeling

The kitchen is often the heart of the home. Remodeling a kitchen can greatly affect the flow of a household as well as increase the home’s value. The average cost of a kitchen remodel is $27,000, according to TheStreet.com. Because of the high cost, many want to save money on the remodel. Who does kitchen remodels themselves? Where do they live?

DIY kitchen remodelers are more likely to live in the Northeast and Northwest than in other parts of the country. Households in ZIP codes 34758 (Kissimmee, Fla.), 72058 (Greenbrier, Ark.), 85353 (Tolleson, Ariz.) and 87121 (Albuquerque, N.M.), are one and a half times more likely than the average American to do a kitchen remodel themselves.

Who is most likely to do a kitchen remodel themselves?

Residents of Industrious Urban Fringe and Midland Crowd neighborhoods are one and a half times more likely than the average American to do a kitchen model themselves. Family is central to residents of Industrious Urban Fringe neighborhoods, which are located on the fringe of metropolitan cities. Many homes, which are owner-occupied, single-family housing, are multi-generational. Midland Crowd neighborhoods are in villages and town in rural areas throughout the U.S.. Most households are comprised of married-couple families, half with children.

Residents of College Towns, Dorms to Diplomas, Laptops and Lattes, Military Proximity, Milk and Cookies and Urban Chic neighborhoods are the least likely to do a kitchen remodel themselves. Many of these Americans are young, have low incomes and atypical environments such as college life or military service. Because of their transient lifestyle and life stage, most are renters.

Why this matters

Home improvement stores such as Home Depot and Lowe’s are ramping up their marketing for the spring season, focusing on the DIY market. As the housing market continues to rebound, more owners are investing in their homes. Many don’t want to spend a significant amount of money on remodeling projects, so they use their own skills to do the work. Many rely on home improvement stores for advice and to purchase tools and materials. Stores that offer how-to classes in the store or on the Web will encourage more novices to tackle simple projects. It is critical for these retailers to understand the markets where their stores are located — and where to open new stores. This location-based demographic and lifestyle information can help them make good decisions.

Retailers should have different messaging for their marketing based on the demographics of their stores. Some may be in areas where people are more likely to remodel a kitchen or bathroom — or paint on their own. Ads in these areas should focus on the types of projects people would most likely do — or encourage them to try another project. Stores in areas where people would prefer to contract for projects should focus on selling complete packages of designs that a contractor can use.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

Tax Day Cometh

Posted on April 15, 2013 by admin

This article was originally posted at: http://smartblogs.com/finance/2013/04/12/tax-day-cometh/.

For many Americans, April 15 — Tax Day — is their least favorite day of the year. In 2009, Americans paid $866 billion in taxes to the federal government. The top 1% of earners — those making more than $343,927 — paid 36.7% of that figure. The bottom 50%, those who earned less than $32,396, paid $19 billion in taxes. Regardless, taxes affect people of all income levels.

Where people live can greatly affect their tax bill. States — and even counties and cities — levy taxes differently. In addition to the federal tax, 41 states and the District of Columbia also collect taxes on income. Cities and/or counties may add their own income tax on top of the state rate. Counties collect property taxes at rates that vary immensely across the U.S.

Many people who have complicated investments and assets will hire a good CPA to prepare their taxes for them. People with less complicated finances may use software to prepare their own taxes. Who uses tax preparation software, and where do they live?

Income taxes

Federal income taxes affect almost everyone, but state income taxes (and even local in some areas) can affect area populations. For example, Oregon and Hawaii tax top wage earners at the nation’s highest rates. In Oregon, people making more than $250,000 are taxed at 11%. In Hawaii, the 11% tax bite affects those who earn more than $200,000 per year.

As noted above, nine states have no state income tax. The states are Alaska, Florida, Nevada, New Hampshire, South Dakota, Tennessee, Texas, Washington and Wyoming. New Hampshire and Tennessee collect state taxes on income earned from interest and dividends, but not wages.

Several states also have flat tax rates — treating all income levels equally. They are Colorado, Illinois, Indiana, Massachusetts, Michigan, Pennsylvania and Utah. Their tax rates vary from 3.07% to 5%.

View Larger Map

Property taxes

Commercial and residential property taxes are a significant income source for counties. Funds collected from these taxes pay for schools, roads, fire departments and more. The amount that a property owner pays is based on either the purchase price of the property (as in the state of California) or on the current value of the property (like in Oregon). The amount differs widely by county.

Several counties in New York have the highest property tax rates per $1,000 of property value. Orleans County, N.Y., has the nation’s highest median rate at $30.47 per $1,000 of property value, followed by Niagara County, N.Y., and Monroe County, N.Y.

Prince of Wales-Hyder Census Area in Alaska has the lowest property rate at $0.826 per $1,000 of property value.

Overall, the highest property tax rates are in the Northeast, Midwest and the state of Texas. The West and South have among the lowest rates.

Explore this interactive map that shows median property tax rates by county:

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Tax-preparation software

Many Americans prefer to save money by preparing their own taxes instead of hiring a professional. While those with simple financial situations can fill out their forms manually; those with more complicated finances prefer to use tax-preparation software. Different software options include Intuit’s TurboTax^®, H&R Block Tax Software^® and TaxACT^®.

Households in ZIP codes 28547 (Camp Lejeune, N.C.), 42223 (Fort Campbell, Tenn.), 66027 (Fort Leavenworth, Kan.) and 76544 (Fort Hood/Killeen, Texas) are twice as likely as the average American to use tax-preparation software. All of these ZIP codes are near military bases.

Who is most likely to use tax preparation software? Esri has developed the Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

Residents of Military Proximity neighborhoods are twice as likely as the average American to use tax-preparation software. Residents of Military Proximity neighborhoods depend upon the military for their livelihood. Most of the labor force is in the armed forces, while others work in civilian jobs on military bases. The median household income is $38,795; the median age is 22.5 years.

Residents of Boomburbs, Connoisseurs, Exurbanites, Sophisticated Squires, Suburban Splendor, Top Rung, Up and Coming Families and Urban Chic are also likely users of tax-preparation software. These are affluent, well-educated neighborhoods.

Residents of Modest Income Homes neighborhoods are the least likely to use tax-preparation software. These neighborhoods are primarily in older suburbs of metropolitan areas. Singles, single parents and family types live in single-family housing. The median age is 36.3 years and the median household income is $19,695. These frugal types shop at discount stores, won’t pay to go online, and rarely eat out.

Why this matters

Taxes greatly affect the spending power of people in their communities. However, collecting tax revenues is also necessary for governments at all levels to provide essential services and programs that benefit the maximum number of citizens. Agencies can use information about where taxes are generated to help make decisions about where and how to allocate funds to maximize benefits.

Understanding who uses tax software is important to a number of constituencies. For example, software developers need to know the types of consumers who would buy and use their product, and where they are located to best market and distribute their product. Tax accountants can also use this information in order to market their services to individuals who may need their services or target those who are currently using tax-preparation software.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

Where do uninsured Americans live?

Posted on April 8, 2013 by admin

This blog was originally posted at: http://smartblogs.com/finance/2013/04/08/where-do-uninsured-americans-live/.

Providing affordable health care has been a hot-button political issue for decades. Many Americans could not afford costs for regular checkups and other preventive health options because they didn’t have health insurance. The lack of insurance became increasingly critical as uninsured patients jammed emergency rooms and clinics. These facilities absorbed the extra cost of treatment, stretching already-strained budgets and increasing health insurance costs for others. According to the U.S. Census Bureau’s Small Area Health Insurance Program, 17.2% of Americans did not have health insurance in 2010. That figure was much lower for those younger than age 19 at just 8.45%. Hispanics had the highest percentage of those without health insurance. In 2010, 32.5% of Hispanics did not have health insurance.

A goal of the new health care initiative was to provide affordable health insurance for everyone. When the Affordable Care Act was passed in March 2010, health insurance was to be made available to every American. Provisions of the law will continue to be enacted in the next several years. Where do the uninsured live? Where and how does the government need to focus its marketing efforts for the Affordable Care Act? A goal is to ensure that Americans are fully informed about the provisions of this new law. These changes also provide numerous opportunities for companies in the health care industry.

Where are uninsured Americans?

People without health insurance live everywhere in the U.S. At 26.3%, Texas has the highest percentage of those without insurance. Florida follows at 25.3% and Nevada at 25.1%. In each of these states, at least 25% of the population is Hispanic. As noted above, Hispanics have a higher rate of uninsured than the average U.S. population.

Massachusetts has the lowest percentage of uninsured Americans at only 5.2%. State law mandates that nearly every resident of Massachusetts must obtain a state-government-regulated minimum level of health care insurance coverage. The law also provides free health care insurance for residents who earn less than 150% of the federal poverty level. The Massachusetts law, passed in 2006, is the basis for much of the Affordable Care Act.

At the county level, more than 41% of the population in Hudspeth County, Texas, and Aleutians East Borough, Alaska, is uninsured — the nation’s highest rates. However, reasons for the high uninsured rate in each county were very different. In 2010, the unemployment rate in Hudspeth County was relatively low at 6.2%, but the median income was approximately half of the U.S. median income. Conversely, Aleutians East Borough has a relatively high unemployment rate of 10.5% in 2010, but its median income was comparable to the U.S. median.

Explore the uninsured rates by state and county in this interactive map:

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Uninsured people under age 19

It is critical that children have access to health care. Although a higher percentage of adults don’t have health care than children, many children are not covered by health insurance during their developmental years. At 17.8%, Nevada has the nation’s highest percentage of uninsured children, followed by Texas (15.3%), and Florida (13.4%). This trend follows closely the number of all uninsured Americans.

Counties with the highest rates of uninsured children are Garfield County, Mont. (40.1%), Esmeralda County, Nev. (33.3%), and Petroleum County, Mont. (31.2%). Each of these counties has very small populations; Garfield County has the largest — just 1,206 people. Although the unemployment rates are relatively low in these three counties and median incomes are just slightly below the U.S. figure, many people still do not have medical insurance coverage. This may be because many work in industries such as agriculture that may not provide medical insurance to employees.

Explore this interactive map to find the percentage of uninsured Americans under the age of 19:

View Larger Map
Health insurance costs

Cost is a major reason why people don’t buy health insurance. Although they want it, many families and individuals simply cannot afford it, so they gamble on good health and remain uninsured. According to Esri, the average household spends about $2,350 per year on health insurance. This amount varies greatly by family composition, individual health conditions, employer contributions and location. Some households may have low insurance costs because employers pay for much of the benefit.

Households in ZIP codes 10514 (Chappaqua, N.Y.), 22066 (Great Falls, Va.), 60022 (Glencoe, Ill.), and 94027 (Atherton, Calif.), pay three times what the average American household pays for health insurance. All of these ZIP codes have affluent households.

Who might pay the most for health insurance? Esri has developed the Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

On average, residents of Connoisseurs, Suburban Splendor and Top Rung neighborhoods, pay at least 1.5 times more in health insurance than the average American household. All three of these Tapestry segments include wealthy households.

Connoisseurs neighborhoods tend to be older, affluent, established and slow-growing. Residents are well‐educated and have a median age of 47.7 years. Although they’re closer to retirement than child-rearing, many of these married couples have children who still live at home. They have a median household income of $123,663 and supplement their salaries with income from interest, dividends and rental properties.

Suburban Splendor residents are successful suburbanites. They have a median household income of $116,617. Most are two-income, married-couple families with or without children. With a median age of 43.4 years, they’re well educated and have good jobs.

Top Rung neighborhoods are the wealthiest. Their median household income of $173,172 is more than three times higher than that of the U.S. median. These residents are married couples with and without children, highly educated and in their peak earning years of age 45-64.

Residents of City Commons and Dorms to Diplomas neighborhoods pay the least for health insurance. On average, they pay about half what at the average American household pays. Both of these segments have young residents.

Found primarily in large Southern and Midwestern metropolitan areas, residents of City Commons neighborhoods are young, single or single parents, and most likely, unemployed, or work part‐time. They have a median household income is $15,831 and a median age is 26.7 years. Some residents may not be able to afford health insurance. Younger residents may still be covered under their parent’s policies.

Most residents in Dorms to Diplomas communities are focused on their education; approximately 81% are enrolled in college and graduate school. Nearly three‐fourths of employed residents work part‐time in low‐paying service jobs. The median household income is $23,807 and the median age is 21.9 years. Residents may be covered under their parent’s policies are through their school tuition.

Why this matters

The Affordable Care Act will have far-reaching effects for every American as the law is implemented over the next several years. The Department of Health and Human Services must understand which communities have the highest demand for health insurance. The agency should provide these communities with information for obtaining health insurance and locating services convenient to local populations. Health care providers such as hospitals, clinics, urgent care facilities and large medical practices can use this information to expand their services into high-demand areas that may not have existed in the past.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

Where are America’s baseball fans?

Posted on April 1, 2013 by admin

This blog was originally posted at: http://smartblogs.com/leadership/2013/04/01/where-are-america-baseball-fans/.

Play ball! A sure sign of spring is Opening Day in the major leagues. Baseball fans couldn’t be happier that the 2013 Major League Baseball season kicked off yesterday as the Texas Rangers took on the Houston Astros. Baseball, America’s Favorite Pastime, is beloved by people of all ages, income levels, every race and ethnicity, and by fans across the country.

Baseball is also big business in the U.S. In 2012, Major League Baseball earned $7.5 billion in revenue, according to bizofbaseball.com. This is up from $7 billion for the prior two years. Revenues are generated from TV and radio broadcasting rights, ticket and merchandise sales, stadium contracts, endorsements, and more.

Who are the fans that support the business of baseball? Where do they live?

Attend Baseball Games

Take me out to the ball game! Baseball aficionados from around the U.S. love going to baseball games. They enjoy everything from peanuts to Cracker Jack® to a beer on a nice warm spring or summer day. Although fans are everywhere, areas where fans are most likely to attend a baseball game include the Eastern Seaboard and baseball towns including Chicago, Denver, San Francisco, and Los Angeles.

Residents of ZIP codes 13603 (Watertown, N.Y.), 31905 (Fort Benning, Ga.), 78236 (San Antonio, Texas), and 99703 (Fort Wainwright, Ak.) are nearly twice as likely as the average American to attend a baseball game.

Who is most likely to go to a baseball game? Esri has developed the Tapestry Segmentation system that classifies US residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

Residents of Boomburbs, Dorms to Diplomas, Military Proximity, and Wealthy Seaboard Suburbs are nearly twice as likely as the average American to attend baseball games. People in these segments have a wide range of age, income, and lifestyles.

Boomburbs communities are home to busy, affluent young families with young children who live an upscale lifestyle. The median household income is $103,545 more than double that of the U.S. median. Most households have two incomes and two vehicles. The median age is 36.1 years.

Most residents in Dorms to Diplomas communities are focused on education; approximately 81 percent are enrolled in college and graduate school. The median age is 21.9 years. Nearly three-fourths of employed residents work part-time in low-paying service jobs. The median household income is $23,807. Most residents rent apartments off-campus or live in dorms.

Military Proximity neighborhoods are comprised of people who depend upon the military for their livelihood; most of the labor force is in the Armed Forces, while others work in civilian jobs on military bases. The median household income is $38,795; the median age is 22.5 years.

Wealthy Seaboard Suburbs neighborhoods are older, established, affluent, and located primarily along the East and West Coasts. Households are primarily married couples. Approximately half of those who are employed work in management and professions. The median household income is $98,852, and the median age is 43.2 years.

Not everyone gets to go to a game and enjoy peanuts and Cracker Jack. Residents of City Commons, Rooted Rural, and Southern Satellites neighborhoods are least likely to attend a baseball game. Access and income may be factors for their lack of interest.

Residents of City Commons neighborhoods are young, single, or single parents. They are located primarily in cities of large Southern and Midwestern metropolitan areas. They may be unemployed, or work part-time and have a median household income of $15,831.

Rooted Rural and Southern Satellites neighborhoods are both located in rural areas where most of the population lives in farming areas; the rest are in the country or in small villages. Most residents of Rooted Rural neighborhoods are married couples with a median age of 44.1 years. Approximately one-third receive Social Security benefits. The median household income is $37,561. As the name implies, Southern Satellites neighborhoods are in the rural South. , They are primarily comprised of married-couple families. Residents work in the manufacturing and service industries. The median age is 39.9 years and the median household income is $36,759.

Watch Baseball on TV

Baseball is a popular sport to watch on TV. Games are watched by a diverse set of the population; no area is particularly significant for high viewership. People along the Eastern Seaboard and in some areas in the Western US are most likely to watch games on TV. Many of those areas are located in top media markets, and also have winning baseball teams, which helps ratings.

Residents of ZIP codes 15260 (Pittsburgh), 37916 (Knoxville, Tenn.), 55455 (Minneapolis), and 97331 (Corvallis, Ore.) are nearly twice as likely as the average American to watch baseball games on television.

Tapestry segments that are most likely to watch baseball games on TV overlap with residents of segments that attend games. Residents of Boomburbs, Dorms to Diplomas, Military Proximity, Pleasant-Ville, Prosperous Empty Nesters, Sophisticated Squires, and Wealthy Seaboard Suburbs neighborhoods are at least 1.25 times as likely as the average American to watch baseball games on TV.

Residents of Pleasant-Ville neighborhoods are prosperous and include married couple families living in single-family houses. Located primarily in the Northeastern states and California, the median age is 40.8 years. Approximately 40 percent have children and a median household income of $74,355.

Residents of Prosperous Empty Nesters neighborhoods are educated, experienced, and moving from child-rearing into retirement. Forty percent of the households are married couples with no children living at home. The median age is 48.3 years and the median household income is $66,014.

Cultured country life in low density, newer home developments attracts residents of Sophisticated Squires neighborhoods who are urban escapees. Their median age is 40 years. They include educated, married couple families that hold good-paying jobs, and are willing to commute longer distances to maintain their semi-rural lifestyle.

Southwestern Families are one-fourth as likely as the average American to watch baseball games on TV. Ethnically diverse, families in this segment are the bedrock of Hispanic culture in the Southwest. More have children than those who do not. The median age is 29.4 years; the median household income is $25,155.

Listen to Baseball on the Radio

Diehard baseball fans listen to games on the radio, enabling them to keep up with their teams and hear the games wherever they are. Likely listeners live along the Eastern Seaboard and in some baseball towns such as Chicago, Minneapolis, Denver, and others.

Residents of ZIP codes 02881 (Kingston, R.I.), 47405 (Bloomington, Ind.), 78705 (Austin, Texas), and 94305 (Stanford, Calif.) are nearly twice as likely as the average American to listen to baseball on the radio.

Residents of Dorms to Diplomas, Pleasant-Ville, Top Rung, and Wealthy Seaboard Suburbs are at least 1.5 times more likely than the average American to listen to baseball games on the radio. These segments overlap with segments that attend games and watch baseball on television.

Residents of City Dimensions and Southern Satellites neighborhoods are the least likely to listen to baseball on the radio. These residents just are not baseball fans, for the most part, and do not consume baseball in person, on TV, or on the radio.

Why This Matters

Major League Baseball is one of America’s most popular sports. MLB wants to maintain and expand high fan participation by continuing to offer experiences and products that consumers want. Understanding who attends games, watches games on television, and/or listens to games on the radio is critical to keeping loyal fans and finding new ones.

Advertisers and product manufacturers that market their products during MLB games must understand who their audience is in order to send the right messages via the preferred media to reach their best customers and prospects. . As consumer tastes evolve, advertisers must also update their messaging to find new customers and new markets while maintaining the core customer base. Using segmentation and demographic information can help them achieve this goal.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist, and location intelligence consultant. You can visit her blog at www.pamallison.com.

Cruisers keep cruising

Posted on March 26, 2013 by admin

This blog was originally posted at: http://smartblogs.com/leadership/2013/03/25/cruisers-keep-cruising/.

Spring Break is upon us and summer is just around the corner, so many Americans are planning vacations — and many will book cruises. In 2011, an estimated 10.5 million Americans took cruises, according to Cruise Lines International Association. This was over half of the 19.4 million global cruise passengers that year.

Cruises are a popular choice throughout the year because of the wide variety of destinations, themes and cruise ship types attract many types of consumers. Traditionally cruises were thought of as a vacation option only for seniors; however, cruise lines have expanded their offerings to include activities for families, specific themes and exotic ports of call. Despite recent industry challenges, cruises continue to be popular with all ages.

Who is most likely to go on a cruise? Where do they live?

Multi-day cruisers

Multi-day cruises are the most popular options; people can spend three, seven, 14 or more days exploring a variety of places on vacation with just one “hotel” room. People who live in near Anchorage, Alaska, on the Big Island of Hawaii, in the Western U.S., and along the Eastern Seaboard are the most likely to take cruising vacations.

Residents of ZIP codes 10996 (West Point, N.Y.), 28543 (Tarawa Terrace, N.C.), 66442 (Fort Riley, Kan.) and 92135 (San Diego, Calif.) are nearly four times more likely than the average American to take a multi-day cruise vacation.

Who is most likely to take a multi-day cruise? Esri has developed the Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

As expected, cruise vacations rank high with senior residents of Silver and Gold and The Elders neighborhoods. These residents differ by their affluence, age, housing choices and preferred activities. Conversely, residents of Military Proximity neighborhoods are young; two-thirds of the households are married couples with children.

Military Proximity neighborhoods consists of those who depend upon the military for their livelihood; most of the labor force is in the Armed Forces, while others work in civilian jobs on military bases. The median household income is $38,795; the median age is 22.5 years.

Silver and Gold neighborhoods are comprised of wealthy seniors. Most have retired from professional careers and moved to sunny climates. Their median household income is $68,518. More than 60% live in the South, mostly in Florida; 25% are in the West, primarily in Arizona and California.

The Elders are retired seniors that live in senior living communities primarily in warm climates such as Florida, Arizona and California. Approximately 80% collect Social Security benefits; 48% receive retirement income.

Consumers least likely to take a cruise vacation include residents of Home Town neighborhoods which are a mix of singles and families who live in settled, low-density communities. These residents are content to stay close to home, so their neighborhoods rarely change. Although people may move from one single-family house to another, they seldom cross county lines. They are content to pursue quiet activities such as playing board games, going fishing and watching TV. The median age is 33.9 years and the median household income is $28,501.

Foreign cruises

Many people opt for multi-day cruise vacations to experience several new countries all in one vacation. Americans most likely to take a foreign cruise live in almost the same places as those who take cruises over multiple days — they live near Anchorage, Alaska; on the Big Island of Hawaii; in the Western U.S.; and along the Eastern Seaboard.

Residents of ZIP codes 23604 (Fort Eustis, Va.), 58704 (Minot AFB, N.D.), 73503 (Fort Sill, Okla.) and 85613 (Fort Huachuca, Ariz.) are nearly five times or more likely than the average American to take a cruise vacation. All of these locations are military bases.

The Tapestry segments that are most likely to take a foreign cruise overlap with those most likely to take a multi-day cruise. Residents of Connoisseurs, Military Proximity, The Elders, and Silver and Gold neighborhoods are at least twice as likely as the average American to take a foreign cruise. Residents of Tapestry senior neighborhoods The Elders and Silver and Gold are the traditional, expected cruise vacationers. Residents of Connoisseurs neighborhoods are younger, but have the income to indulge in a luxury cruise vacation if they wish. Military Proximity families are much younger and less affluent, but enjoy activities with the family.

Southern Satellites are one-fourth as likely as the average American to take a foreign cruise. Most of the households in these rural Southern neighborhoods are comprised of married‐couple families who live a simple life in the country and prefer to stick close to home. They work in the manufacturing and service industries and have a median household income is $36,759.

Why this matters

The cruise industry is battling recent negative press due to some high-profile mishaps. Knowing who their core audience is and where to find more like them is key information to combat this temporary downturn. Cruise lines need to market to their core audience and prospects to ensure that this temporary glitch is overcome and ships will continue to fill up.

Understanding the demographics and interests of the core consumer base is also critical to help cruise lines understand the preferences of their passengers and providing those services and activities. Repeat customers are an additional, essential revenue stream that cruise lines must continually engage. Knowing about the types of consumers who aren’t cruising can also help cruise lines to understand who they are, what they want, and then develop messaging and promotions to attract these consumers.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.

Mapping March Madness

Posted on March 18, 2013 by admin

This blog was originally posted at: http://smartblogs.com/leadership/2013/03/18/mapping-march-madness/.

The brackets are out, so March Madness has officially begun. Hoops mania is spreading rapidly as basketball fans are traveling to games, filling out their brackets and buying snacks for watching the games on TV. The Men’s NCAA basketball tournament tips off Tuesday night, but most fans won’t be downloading the “boss button” or coming up with exotic excuses to miss work until Thursday and Friday. The competition is not only exciting for basketball fans, but also for companies that sponsor teams and the tournament. The games provide opportunities for companies to advertise and sell to avid fans who attend games to cheer their favorites, check their brackets and watch the tournament on TV.

Sponsors and advertisers need to know who the fans are and where they live so they can target messaging to the most profitable customers. Who are the avid college basketball fans? Where do they live?

Attend college basketball games

Consumers across the U.S. love to attend college basketball games. Fans most likely to attend games live along the Eastern Seaboard, in and around Utah, Wyoming and Colorado, and in parts of California. Residents of 06269 (Storrs Mansfield, Conn.), 37916 (Knoxville, Tenn.), 70893 (Baton Rouge, La.) and 93106 (Santa Barbara, Calif.) are among the most likely to attend college basketball games. Residents of these ZIP codes are 2.93 times more likely than the average American to attend a college basketball game.

Who is most likely to attend a college basketball game? Esri has developed the Tapestry Segmentation system that classifies U.S. residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.

For example, people in Dorms to Diplomas and Military Proximity neighborhoods are twice as likely as the average American to attend a college basketball game. People in Dorms to Diplomas neighborhoods are focused on their educations; approximately 81% are enrolled in college and graduate school. Approximately 43% live in dormitories on campus; others rent off-campus apartments in multi-unit buildings. Military Proximity residents depend upon the military for their livelihood; most of the labor force is in the Armed Forces, while others work in civilian jobs on military bases. Two-thirds of the households are married-couple families with children. Housing types are mainly townhouses and apartments in small multi-unit buildings; 93% are rentals.

Residents of Las Casas, Rooted Rural, Simple Living and Urban Villages neighborhoods are half as likely as the average American to attend a college basketball game.

Residents of Las Casas neighborhoods are settled primarily in California. Approximately half were born outside of the U.S. Most are young, Hispanic families. Rooted Rural neighborhoods are found in rural areas throughout the country; however, more than three-fifths are located in the South. Most of these residents are married couples. Approximately one‐third receive Social Security benefits. Located in urban outskirts or suburbs across the U.S., half of the population in Simple Living neighborhoods is singles who live alone or share housing; 32% of the households are married couple families. Urban Villages are multicultural enclaves of young families. All types of families live in these areas. Many earn two incomes from jobs in the manufacturing, health care, retail trade, construction and education industry sectors.

Watch college basketball games TV

Not all college basketball fans can see games in person, so many watch games on TV. People who would most likely watch college basketball on TV live in the Midwest and along the Eastern Seaboard.

Residents of ZIP codes 10996 (West Point, N.Y.), 23604 (Fort Eustis, Va.), 66442 (Fort Riley, Kan.) and 92055 (Camp Pendleton, Calif.) are among those most likely to watch college basketball games on television — more than 2.31 times more likely.

Residents of Dorms to Diplomas and Military Proximity neighborhoods are most likely to watch college basketball on TV. They are 1.5 times more likely than the average American. These are the same top Tapestry segments that are most likely to attend a college basketball game.

Residents of Southwestern Families neighborhoods are half as likely as the average American to watch college basketball on TV. These neighborhoods are ethnically diverse. Families in this segment are the bedrock of Hispanic culture in the Southwest. More have children than those who do not; most who work are employed in blue-collar or service occupations.

Why this matters

The Men’s NCAA basketball tournament is one of the biggest sporting events of the year in the U.S. Sponsors and advertisers want to maximize their marketing efforts during the tournament, so understanding who is most likely to watch and attend the events — and knowing something about them — can help companies to focus their marketing campaigns and create the right messaging targeted to the right audiences. This information will also help tournament organizers to choose venues that will generate the highest attendance for events.

More information about Esri’s data can be found at www.esri.com/data or to learn more about Esri in general, go to www.esri.com.

Pam Allison is a digital media, marketing strategist and location intelligence consultant. You can visit her blog at www.pamallison.com.