Claritas’ “Beyond the Census” data grows in importance as marketers gain instant access to deep and comprehensive data and insights about the U.S. population
CINCINNATI, Ohio, April 15, 2024 (Globe Newswire) — ClaritasTM The company, a leader in data-driven marketing that leverages a unique identity graph to help marketers achieve superior ROI, today announced that it is the most comprehensive and representative measure of the U.S. population currently available. Announcing the general availability of forecast demographic and map data updates.
Claritas' news is particularly timely, as last month the U.S. government announced changes to how it collects and reports the U.S. population when conducting the census, in an effort to improve the accuracy of the census. Fortunately, Claritas customers don't have to wait to access superior demographic and mapping data, as Claritas' proprietary methodology already measures and reports the U.S. population at a deeper and broader level. .
“One of the main reasons we are making this data publicly available today is because governments have recently improved their methodology to do more accurate censuses of people of Hispanic, Middle Eastern, and North African descent. “When we announced the news that marketers were in the market, we realized how big it was.''There are a lot of data gaps in the market right now,'' said Ron Cohen, senior vice president of practice leadership at Claritas. says Mr. “Our demographic and mapping data has always exceeded the Census for these and other reasons, because that alone is not enough for marketers to achieve the results they deserve.”
Unlike the U.S. Census and most other measurement approaches, Claritas measures the U.S. population by:
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Sample the entire U.S. population and parts of it.
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Project the total population from the current year's estimate base (starting year) to the five-year estimate down to the block group level.
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This creates an age distribution for the current year and ages the population toward the next age group in the five-year forecast. This involves the survival of a population from one age group to the next.
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We develop projections at the local level because it is important to be able to distinguish between populations living in households and populations living in congregate living areas such as nursing homes, university housing, military quarters, and correctional facilities. This is because household populations tend to age in a given location, whereas group-quarter age distributions are more static over time, so it is important to distinguish between the two for estimation in regional markets. Because it is important.
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Very low bias as seen in the analysis report “Claritas Assessment of 2020 Estimates Against 2020 Census Results”
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Marketers can access U.S. population data specific to:
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Population by age and gender
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Race and ethnicity by age and gender
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Number of households by age of household head
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household size
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Household composition
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Ownership (owner or lessor)
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Number of households by race/ethnicity of household head
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by National Advertisers AssociationToday's marketers need to better leverage demographic shifts and better champion diversity, as inclusion and equality are more important than ever to society and essential to business success. , your brand and marketplace strategy will need to adapt.
When it comes to race and ethnicity, Claritas' data is particularly valuable to marketers. Because measures like the U.S. Census provide deeper analysis within multicultural populations and provide more specific demographics within communities that identify as Hispanic, North African, and Middle Eastern. Because it is evolving into
As Claritas data has shown over the years,
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58% of the projected population growth will come from the Hispanic segment.
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Hispanics now make up 20 percent of the U.S. population, with the majority (53 percent) identifying as white, up from 21 percent in 2020 and the fastest growing population in the nation.
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Asians currently account for 21.1 million people or 6.2% of the total U.S. population
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Today, just over 147 million Americans identify as multicultural, making up 43% of the total population.This figure is expected to reach 47% by 2028.
In addition to this data, the next release of Claritas demographic and map data will also share the following data:
“This and the treasure trove of insights that Claritas' demographic and mapping data unearths is critical for advertisers looking to create personalized messages that resonate with different demographics,” said Cohen. I am. You can look deep enough into these demographics and other cultural insights that marketers are counting on to drive success. ”
Check out our latest updates to learn more about Claritas' demographic and mapping solutions.
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About Claritas
For nearly 50 years, Claritas has been a pioneer in understanding the American consumer, resulting in the most acceptable audience segmentation in the industry. Leveraging strategic acquisitions and a unique identity, the company evolved into a marketing powerhouse. Claritas is an all-in-one platform that allows marketers to identify ideal audiences, execute accurate multichannel marketing efforts, and increase their ROI by optimizing media spend across online and offline channels. provides a suite of solutions. With an accuracy-first foundation, the robust Claritas ID Graph serves as the engine that powers these powerful solutions, reaching 100% of U.S. adult consumers, over 1 billion devices, over 10,000 demographics and Covers unique datasets with behavioral insights. Built on and integrated with patented advanced AI technology, Claritas solutions improve accuracy, speed, ease of use, and scale. For more information, please visit www.claritas.com.
CONTACT: Cort Irish Claritas 4024157764 cort.irish@claritas.com