The Census Bureau produces a wealth of demographic information about our nation’s communities – data that is used by both public and private organizations to monitor our quality of life, set public policy, and guide the introduction of new products and services. Accessing this wealth of information can be a frustrating experience for individuals who are not computer savvy, unfamiliar with demographic or geographic terminology or feel lost when navigating the Census Bureau web site. Even experienced users may lack the time required to retrieve needed information.
Many people depend on demographic information to understand the size and composition of their audiences, including entrepreneurs, journalists, advertisers, public relations experts, researchers, non-profits, health care providers, media buyers, planners, retailers and others. Global organizations that provide products or services to U.S. markets also have a need for such demographic information and may experience more challenges in accessing the data. Both domestic and international users, however, have a need for data that is both current and credible.
Rincon & Associates, a market research firm that specializes in expanding the cultural intelligence of organizations through research and teaching, recognized these challenges in the design of Populus USA. Populus USA is an iPhone app that takes the headaches out of accessing and using Census data. Following are some of the app’s key features:
1. All data is derived from the most credible source of U.S. population data - the U.S. Census Bureau - which conducts the American Community Survey (ACS) every year. The 2008 ACS data is included in the current version of the app, while users will receive annual updates as well.
2. Selected population and income data are provided for the total population and four race-ethnic groups: whites, African Americans, Asians, and Hispanics. Users can also select from a number of Top 20 Lists that rank order the largest states, metro areas, counties, and cities for each race-ethnic group.
3. The population and income profiles are available for five geographic levels: U.S., 51 states, 504 metropolitan/micropolitan areas, 802 counties, and 525 cities/places.
4. Users can easily email the data tables in pdf format to other persons for review, while a reference guide clarifies the demographic terminology used.
Populus USA is available at the Apple Store for $4.99. Future plans for Populus USA call for introduction of formats other than Apple and an update with the ACS 2009 data that was recently released. In addition, new products are planned for educators, attorneys, and other occupations.
