about the environmental analysis part of market

sensing. specifically we're going focus on discussing

the social, cultural, demographic

and global aspects of environmental analysis.

previously

we have reviewed in greater detail

the aspect of competition, economic,

regulatory legal and political,

technological and natural environmental

aspect of the marketing environment. again today we're going to focus on the

social, cultural, demographic, and global

aspects the marketing environment.

let's start by defining what we mean by the term

demographic. and demographics simply means that when we look

at a population -- or the people that live in an area --

we look at the characteristics of that populations

such as their age,

their gender, their marital status,

their ethnic background, their race, their income,

where they live. basically we do this

because, from a marketing perspective, people might buy

different deodorants, for example, based upon their gender.

they might shop at different stores based upon whether or not they're married or

not

or their age. and this allows us to better understand

who our customer is. one major source of demographic

information is the United States Census Bureau.

and i'd like to right now look

at this brief video from the Census Bureau

as soon as it loads for us....

my take just a minute here...

the results from the 2010 census provide us with the unique

look in the population broken down by race ethnicity

age sex and housing status of our country the newest feature on our website

is an interactive population map which allows you to explore these demographic

as they pertain to various geographical levels

starting at a national level and continuing all the way down to the

neighborhood level.

city and town planners health agencies

the business community local and state governments

community organizers and many others use the information provided on this map

to help them make informed decisions. let's take a look at how the map work.

first go to 2010 census dot gove

and click on the see more arrow. here we are on

interactive maps home page where we can see the nation's population

see the most populated places and gain

easy access in the interactive map by clicking on any of the xxx located along

the right hand side of the screen

you will be prompted to enter your city and state. once inside the map you will

find a range of geographical levels.

these levels are provided at the comprehensive way to break the

statistics down into separate usable category.

the interactive map also displays the total population color-coded by

size starting from the least populated states in the lightest colors

and moving through the most populated in the darkest colors.

another unique feature ofthe interactive population Map

is that you can compare the total population from state to state.

simply click the compare button within the state box

and then click at another location located on the upper right hand side.

from here you simply click up on another location

and then click compare. you can continue to compare

up to five locations by clicking add another location.

you can easily share this comparison chart by embedding it in your website by

clicking embed

on the bottom of the display screen. this feature allows you to share relevant

statistical information with members have your online community.

soas you can see the Census Bureau

interactive population map is a comprehensive way

for you to gather current demographic and statistical information

on a variety of levels. the census bureau

measuring people, places, and our economy.

for more information visit our website.

so..

I hope that just gave me a little bit of perspective of demographics and what kind

of information

you can find from the Census Bureau. what I'd like to do now

is to talk to you about what are some

the changing demographics of the US population.

and we're going to get this information from the

US Census Bureau demographic trends in the 20th century

report. and so first we want tolook just purely at the size of the population

and where people are living. so let's look at some statistics. again this is

the source

that we're using. the US population

more than tripled in the last 100 years.

so the US population is growing. but

in the last 100 years the center

of the US population moved West

and south. so we're not only seeing

growth in population but a shift

in where people are living. the South

and West accounted for nearly two-thirds of the US population

increase from 1900 to 2000

in the last 100 years.

in 1950 the US

population became predominately

metropolitan and it's become increasingly more metropolitan

each subsequent decade. in other words we are no longer seen population growth

in rural areas but we're seeing shifts

to metropolitan areas. interestingly enough

that metropolitan

growth is mostly in the suburbs

of the major cities with little change

in the population living in central city.

so again what is this matter to marketing?

well the more people that live in your potential

area where you want to sell, the more potential people you have to buy.

and if you're located in an area that has few

people. you're going to have fewer potential

customers.

so again from this US Census Bureau demographic trends in the 20th century

report, we're gonna look this time

at what's happening to the age and gender

composition of the US population. so

let's look at. it in at the beginning in this century -- in the nineteen hundreds,

half the population was less than 23

basically years old. but by the century's

end, half of the population was more than 35 years

old. that's the country's highest

median age ever so we're seeing

the age of the population shift higher.

children under the age of five

represented the largest five-year age group

in nineteen hundred we had a boomlet

the baby boom again in nineteen fifty

and but by 2000 the largest

five-year age group were 35 to 39 years old

and 40- 44 years old which

we hear a lot about the baby boom generation those people moving

through. so again in terms

age we're seeing people be

an more older demographic. during this centure between 1900 and 2000 the

population people age 65 in

older increased 10 fold.

it declined for the first time

in the 1990s due partly to the relatively

low number births in the late 1920s and early 1930s

but we will see rapid growth

of the population age 65 older will begin again

in 2011 when the first of the baby boom generation

reaches age 65 and will continue to grow

for many years. so we're seeing a population shift --

products then that are targeted to older people

will have more people to sell to. let's think

about the gender

or age. the composition shifted from a majority of

male population to a majority

female population around mid century

around 1950.

the males per females has declined every decade

from 1910 to 1980 and then

increase again in the eighties and nineties so we are

no longer a predominantly male

population. we've shifted to

a majority female population. again

what we can look at is other types of demographics

that might affect demand for products and services.

and now let's look at race

and Hispanic origin and what's happening to the US population

there. again we're referencing the same demographic trends report.

from 1900 to 2000

the number of non southern States

with populations of at least 10 percent races

other than white increased from

20 to 26 so we're seeing

much diversity in terms of racial diversity

spread across the country.

in the northeast, the midwest, and the south

blacks constituted the largest share of population

of races other than white in every decade in the 20th century.

but in the West each of the races

other than white represented the largest share

during the twentieth century. so again

where in the United States --

if you're marketing a product

targeted to a specific race

or Hispanic origin -- where will these people be living?

look at the number of

Hispanic of any race between 1980 and 2000. in the United States it

more than doubled. in just 20 years

the number of Hispanices in the United States have doubled.

by the end of the century

three-state --California Hawaii

New Mexico-- had a

majority minority populations. in other words the majority

population previously was considered

a minority but now when you look at all the minorities

together the states have more

minority populations than

non-minority populations so we're seeing a huge shift

in racial diversity beyond

white throughout the country.

let's look at what's happening to American households. again, the

same source of information.

in 1902 -- 100 years or more ago --

the most common household contained seven or more people.

from 1940 to 2000

it contains two people. so one of the things we're seeing is

fewer people living in household together.

again this affects the way products and services are marketed.

I think in grocery stores you see increasing numbers of

single-serving packages.

in 1900 nearly half the US population lived in households of

6 more people. by 2000, more than half

lived in households of one, two or three people.

so we're seeing smaller household size. let's look at what happens to the type of

people

living in those households. between 1950

and 2000, married couple

household declined from more than

3/4 our household -- 78 percent all households

in 1950 comprised of a married couple.

and in 2000 just over one

half of all households were comprised of

a married couple.

in 1950 people

living alone represented one of every 10 households.

by 2000 people living

alone -- one-person households -- were one

of every four households. again we're seeing

shift towards smaller numbers of people

living in households and even increasing numbers

of one person households.

between1960 to 2000 women

age 65 and over accounted for 27

to 33 percent of one-person household

but just five to six percent of the total population.

so we're seeing that older people living alone

tend to be female.

female householders were 1 every 5

in 1970. by 2000, female householder

are 36 percent -- 1 of every 3.

its interesting too

that male family householders with no wife present

became increasingly likely to have children present in their household -- the

mister mom concept.

so again what we're looking at here

is how demographic data --

data about the age, gender,

geographic distribution, race,

household data can affect volume of

people living in an area and therefore

the market size

for particular products and services.