The phased release of these annual demographic estimates began with the release of a portfolio of reports and maps on the Claritas product websites on April 5. This release process is designed to make the data available as soon as possible, while maintaining Claritas' standard for accuracy and reliability.
"Claritas has set a standard to be the best at what it does in terms of accuracy, breadth of content and time to market. It's paramount to our customers to have dependable, comprehensive demographics early in the year in order to better implement their business plans," said Claritas President & CEO Robert Nascenzi.
Updated demographics are currently available at the Claritas SiteReports.com ( http://www.clusterbigip1.claritas.com/eReports/Default.jsp) and MarketPlace ( http://www.claritasmarketplace.com/) websites and not only cover every U.S. market, but also neighborhoods and trade areas.
Nascenzi said the demographic data set continues to include 18 reports and 15 maps, but is enhanced this year with a Claritas Master Address List as an additional data source. Drawing from a variety of sources, and benefiting from a number of custom improvements, the Claritas Master Address List provides an authoritative and frequently updated count of addresses summarized (for update purposes) at the Census block group level.
He said that the new address counts are especially valuable in verifying indications of rapid growth suggested by the other data sources. The address count capability will play an increasingly important role in the small area estimates for future updates.
Another notable change is the addition of a set of demographic variables to the Pop-Facts® datasets that are specifically aggregated for Claritas advertising agency clients. "Most demographic aggregations are defined by the Census and do not match the way in which advertising (agency) clients analyze data and population groups, which typically involves advertising and TV viewership data," explained Nascenzi.
A sampling of the updated reports include:
-- Pop-Facts: Demographic Snapshot Report
This report covers changes and trends in demographics that impact a
market. The Demographic Snapshot features such categories as population
by race, sex and age ranges, household size, type and value and
household income details.
-- Pop-Facts: Demographic Quick Facts Report
This report provides key, current-year variables for demographics such
as population, households, race and income.
-- Pop-Facts: Demographic Trend Report
Contains 2000 Census, current-year and five-year projections for
population, households, sex, age, race and income to give you a
snapshot of a particular area.
-- Pop-Facts: Population Quick Facts Report
The Population Quick Facts report provides 1990, 2000, current-year
demographic estimates, and five-year projections for population,
including the percentage change in population between each of the
years. Also provided are current year estimated population for 19 age
breaks, median and average age and population by race and by sex.
About Claritas
San Diego-based Claritas Inc. is regarded as the leading provider of intelligent marketing information and target marketing services aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers over 60 marketing databases, industry leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Since 1971, Claritas has been the pre-eminent source of accurate, up-to-date information about people, households and businesses within any geographic area in the United States. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems, and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at www.claritas.com and www.VNU.com.
Contact: Stephen F. Moore Claritas, Inc. 858-677-9634 Email Contact