Last Updated: Jan 24, 2020     Views: 25

Sno-Isle Libraries offers access to DemographicsNow to help you assess if there is a market for your product or service. This database is free with a library card, and requires your library card number and pin/password.

Finding Consumer Expenditure Reports

  1. Locate the “Demographics” tab.
  2. Enter the geography you’d like to search in the upper right corner. You can search by zip code, town, school district, census area, and more. If you’d like to look at multiple geographies, use the “Options” menu and select “Geography List”.
  3. Select your report type. “Comparison” will allow you to compare average consumer expenditures in multiple geographic areas. “Summary” will show you the combined consumer expenditures for all areas you have selected.
  4. Choose your report name from the drop down list. Reports are listed alphabetically, and all reports detailing consumer expenditures are grouped together under “C”. There are consumer expenditure reports for apparel, auto transportation, convenience stores, food and beverages, healthcare, restaurants, and other areas.
  5. Click “run report” to see your data.

At the top of your report, you will see the total number of households in the geographic area you selected. You will also see their average and median household incomes.

The consumer expenditure information provided is the average annual household expenditure for a given product or service. Towards the top of the report is data for the current year. Farther down the report, you will see estimated expenditures for five years in the future. This information will give you an idea of how much the average household in your area spends on your product or service, and how the demand is projected to grow in the future.

Using Mosaic Reports

The credit-reporting company Experian has segmented the adult population of the United States into 70+ consumer lifestyle segments. In these segments, people are classified according to their attributes, purchasing preferences, and other psychological criteria. You can access information about the consumer lifestyle segmentation of a community using DemographicsNow.

  1. Locate the “Demographics” tab.
  2. Enter the geography you’d like to search in the upper right corner. You can search by zip code, town, school district, census area, and more. If you’d like to look at multiple geographies, use the “Options” menu and select “Geography List”.
  3. Select a “summary” report type. If you are using multiple geographies, be advised that the report you receive will be based on the total of these geographies.
  4. Choose “Mosaic HH Cluster Summary Index Report” under “report name”.
  5. Click “run report.”
  6. Note the dominant household-based cluster code at the top of your report. This indicates which consumer lifestyle segment in your community contains the most households. As you examine the report, you will see how many households in your community belong to each segment.

To learn more about any of the segments, click the orange hyperlink with the segment name in the report. The link will take you to a definition of the segment, including their marketing channel preferences, values, shopping habits, and more. You may also find the Mosaic USA E-Handbook helpful in learning more about your ideal customers, how many of them live in your area, and how you might market to them.

In each profile of a segment, you will see icons that look like this:

The icons indicate various marketing channels. The highest the number below each icon, the greater the marketing segment’s preference for this particular channel. These icons represent:

  • Hand and envelope: Direct mail marketing
  • Smartphone: Mobile SMS messaging
  • Laptop: Online advertisement, including social media, online ads, etc.
  • “@” symbol: Email marketing
  • Television: TV advertisement
  • Radio tower: Radio advertisement, including podcasts and audio streaming

In the example above, it becomes clear that this segment prefers radio and television advertisements.

Library staff are available to answer questions and offer further instruction.

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