Author Archives: Brent Roderick

Brent Roderick
With more than 20 years’ experience in the marketing information industry, Brent Roderick is part of the Product Marketing group at Esri. In this capacity, she is responsible for marketing a variety of databases including Updated Demographics, Tapestry Segmentation, and other Esri business, consumer, and demographic data products.

Recent Posts

Lift that Stein to Oktoberfest!

See Where People Spend the Most on Beer

Beer lovers from around the world are gathering in Munich, Germany to celebrate Oktoberfest. In 2014, close to six and a half million people attended the festival and consumed 6.9 million liters of beer–that’s a lot of lifted steins!

For those who can’t celebrate in Munich, there are plenty of opportunities to lift a stein in the US. Among the most popular festivals are Oktoberfest Zinzinnati in Cincinnati, Ohio that attracts more than 500,000 people, followed by the Denver Oktoberfest that attracts more than 350,000 people.

Thousands of German-Americans probably brought the traditions of Oktoberfest with them when they moved to the US. Germans have been immigrating in significant numbers to the U.S. since the 1680s, when they settled in New York and Pennsylvania. The US Census notes that Pennsylvania has the largest population of German-Americans; 3.5 million people claim German ancestry — more than in Berlin. Allegheny County, which includes Pittsburgh, has 348,979 German-Americans. Even though a large percentage of the Pennsylvania population is of German ancestry, beer preferences tend to vary by cities. For example, Pittsburgh residents drink regular and premium domestic beer more often than Philadelphia residents – probably because of the slightly higher median income in Pittsburgh; $38k compared to Philadelphia’s $35k. Philly residents buy beer in full-service restaurants four times more often than Pittsburgh residents; probably because Philly is a larger metro area with have more options to go out and 1.5 million people, compared to a little over 300,000 people in Pittsburgh. Philly residents spent $50,141,458 (total annual spending by all households) on beer away from home, compared to $12,823,149 spent by Pittsburgh folks. Continue reading

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Will This Back-To-School Shopping Season Hit or Miss?

Anticipation and Anxiety for Students and Retailers

As summer vacations end, students eagerly or anxiously anticipate a new school year, new teachers, and new friends. Retailers also anticipate the Back to School (BTS) season, hoping that fickle consumers will buy their merchandise.  The BTS category includes clothes, electronics, and school supplies for elementary, high school, and college ages.

When does BTS shopping begin? Traditionally, the BTS season began in late July and finished soon after school opened. This timeframe is longer now because some consumers prefer to replenish supplies throughout the year, or wait until the holidays to buy electronics and clothing.

Likelihood of using coupons (US average: 100).

Google Trends says that searches for back-to-school supplies and apparel are consistent across the country. It’s when consumers search that varies a lot, especially by region. For example, Google notes that searches for “bags and packs” tend to start in late June in the Deep South, expand westward, and then head to the Midwest and the Northeast. By mid-July, the whole country is in the market. Continue reading

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Mapping the Theme Parks Market

Leverage Esri’s Market Potential data to help tap in to this multi-billion dollar industry.

Visiting a theme park as a vacation destination or a special day trip is on thousands of people’s bucket lists. The International Association of Amusement Parks and Attractions (IAAPA) counts more than 400 amusement parks and attractions in the US. The IAAPA noted in 2011 that 25% of Americans surveyed had visited an amusement park in the last 12 months, and that 43% of indicated that they planned to visit an amusement park in the next year.

Theme parks are a multi-billion dollar industry. For example, in 2014, Disney Parks and Resorts was by far the largest amusement and theme park company in terms of global revenue. With revenues exceeding $15 billion US dollars, Disney generated almost six times that of its closest competitor, Universal Studios Theme Parks (source: Statista). Continue reading

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Wedding Bells Aren’t Ringing for Millennials

They’re Saying “I Don’t” to Marriage Now, Due to Finances, Employment, and Societal Changes

For decades, the $55 billion wedding industry banked on “young and in love” couples to fill its coffers. June brides historically provided the top revenues. However, Millennials have now turned that premise on its ear, leaving thousands of wedding planners, caterers, florists, and others scrambling for opportunities among other age groups.

Just 26 percent of Millennials are married today. Millennials aren’t against marriage; they just want to be financially secure and have better jobs before they tie the knot. Pew Research says that most unmarried Millennials (69%) say they would like to marry, but many, especially those with less income and education, are concerned about their lack of a solid economic foundation. Many young adults, particularly recent college graduates, are burdened with debt and under-employment. Economic hardships of young adults may be one reason that so many have been slow to marry. The Census Bureau notes that between 2009 and 2013, 30 percent of Millennials were living at home with their parents, and that more than 60 percent have never married.

Millennials comprise nearly half of the total population of 208,225 people in Brazos County, Texas. Conversely, Sumter County, Florida has the oldest median age of any US county; only ten percent of the population of 116,645 is Millennials. View the interactive map.

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Squeeze Play: Generation X is Stuck in the Middle

Sandwiched Between Baby Boomers, Millennials, Parents, and Kids

Since they were first identified, the huge Baby Boomer and Millennial cohorts have fascinated demographers and sociologists. As they moved through their lifestages, these two groups influenced life in the US; however, over the years, Generation X (GenXers) was stuck in the middle and largely ignored.

So, who are the GenXers? According to Pew Research, GenXers are stuck in the middle of everything. Demographically, they’re between the ages of 34 to 49; not old, but not young. Pew also notes that they are more racially and ethnically diverse than Boomers (61 to 72 percent), but less diverse than Millennials (57 to 61 percent).

Generation X households are scattered across the US. Some counties in the Greater Denver metro area count GenXers as more than 12% of the total population. Many GenXers also live in Clark County, Nevada (14% of 2,083,955 people) and Lexington County, South Carolina (14% of 278,599 people). However, only 7% of the 47,255 people in Whitman County, Washington are GenXers. This map shows where you can find GenXers by county in the US. View the interactive map.

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Cinco de Mayo: Celebrated in the US and around the World

Cinco de Mayo (May 5th), a national holiday in Mexico, marks the anniversary of the Battle of Puebla, when against overwhelming odds, the Mexican Army defeated French forces. To commemorate the victory and acknowledge their ancestry, many Mexicans in the US and around the world will participate in parades, dancing, mariachi bands, and festivals that are part of the celebrations. Traditional Mexican food along with Dos Equis and Corona beer is often served or sold.

Thanks to American marketers, Cinco de Mayo celebrations are bigger in the US than in Mexico. Adding color and spice, this holiday has introduced cultural favorites such as piñatas, bright costumes, tacos, and Cinco de Mayo celebrations to mainstream America. For restaurants, grocery and party supply stores, and the food and beverage industry, Cinco de Mayo has become a much anticipated crossover event. In addition to the US population of Mexican descent, marketers have promoted Cinco de Mayo celebrations to everyone in the US, creating a major, revenue-generating juggernaut. Continue reading

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Student Loan Debt Spreads to Retirees

For many Americans, the rise in student loan debt means slowing economic recovery, delaying lifestage changes, and even postponing retirement.

Usually considered an issue that impacts only recent college graduates, new studies find that student loan debt is growing among pre-retirees and even those who have already retired. The 2013 Survey of Consumer Finances (SCF) notes that the rise in student loan debt is pervasive and affects nearly every age group. Families with education loans increased between 2010 and 2013, continuing the long-term trend of rising education debt. Forty-five percent of all American families have outstanding student loans, up from 33 percent in 2007. Between 2001 and 2013, education debt increased from 22.4 percent to 38.8 percent for young families—a household headed by someone younger than age 40.

How is this situation impacting the overall US economy?

Delaying Growth

Because of their student loans, many younger people are delaying home ownership, marriage, and having kids until their finances improve. Because most of this group aren’t establishing their own households now, growth of the broader economy remains sluggish. Many aren’t buying houses, or items such as furnishings, baby/children’s products, or home improvement/construction materials.

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Americans Love Movies!

Movies come in many different genres, and data identifies the people who watch them.

Ever since the first grainy black and white images flickered silently across a screen, movies have fascinated Americans, and the love affair continues unabated today. The movie industry is a major contributor to the US economy. According to Statista, by the end of 2014, the movie industry generated $564 billion in sales in the US. Over the next four years, this figure will grow to $679 billion. PricewaterhouseCoopers says that by 2018, total revenue generated by US filmed entertainment will rise to $39.16 billion, from $31.12 billion.

Drama, comedy, romance, action, horror, or family movies—each category has devoted fans. Esri’s Market Potential and Tapestry Segmentation data was used to create this interactive map of the US by county that shows areas where movie fans are located along with basic demographics and their favorite genre. See where your county ranks for each category.

This interactive map of the US shows areas where movie fans are located along with basic demographics and their favorite genre.

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Data Drives Economic Development

Demographics, lifestyle, and spending data provide answers to the “Who, What, and How” questions that business owners need to ask.

When local Economic Development departments need to attract new businesses to fill empty sites, where do they start? The answer: Show ‘em some data!

Data about the types of people who live, work, and shop near a site is like gold to business owners, revealing incredibly valuable intelligence. To learn where a new site can be successful, business owners need answers to three basic questions about an area population:

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Learn More and Earn More

“Do your homework, study hard, and make good grades.” We all probably heard those instructions many times during our school years. When viewing the relationship between educational attainment and earning power, this advice can be validated by cold, hard facts. According to the 2014, 4th quarter report, The Usual Weekly Earnings of Wage and Salary Workers from the U.S. Bureau of Labor Statistics, full-time workers age 25 and older with no high school diploma earned a weekly median wage of less than $500, compared to $664 for high school graduates with no college, and $1,224 for those holding at least a Bachelor’s degree. Continue reading

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