Using Hispanic Market Information Sources in SimplyMap

Charles SwartzVice President, TechnologyGeographic Research, Inc.

What is SimplyMap?– Web based mapping application designed for

Academic, Public and Business Libraries– Users can create and export detailed maps

and reports down to ZIP, Tract and Block-Group levels

– Compared with traditional GIS applications it is very user friendly – great for non-technical Business and Marketing users

– Pre-packaged with thousands of demographic, business and marketing data variables

– Your data can be imported into SM– Data is updated annually

What Data is in SimplyMap?– Census Data (historical, 2000 census, current

estimates, 5 year Projections)– Consumer Expenditure Data (Bureau of Labor

Statistics)– Business Establishments by NAICS Category

(U.S. Census Bureau, ZIP and County Business Patterns)

– Mediamark Research, Inc. (MRI) Survey of the American Consumer

– Life Stage Clusters and Market Segments– FBI, Uniform Crime Reports; National Climatic

Data Center Data; Consumer Price Index

Additional Data Sources are identified by customer suggestions and requests as well as by our own research into available sources.

We welcome any suggestions from Customers about features or data sources. Please let us know what you would like!

Hispanic Market Data in SM:– Count of Hispanic Population and Households and

Percent Hispanic by USA, State, County, City, ZIP, Census Tract, and Block Group

– Age Category by Gender for Hispanic Populations as well as Median Male and Median Female Age

– Income Category by Hispanic Origin (e.g., HH’s earning $50K - $75K)

– Hispanic Median HH Income, Per Capita Income, Average Income

– Hispanic Ancestry Data (total, Mexican, Cuban, Puerto Rican)

– Language Data – Spanish Speaking Population

The Hispanic Population in the USA

Percent Hispanic, 1980

Percent Hispanic, 1990

Percent Hispanic, 2000

Percent Hispanic, 2007 Estimate based on 2000 Data

Percent Hispanic, 1980 – Counties over 20% Hispanic

Percent Hispanic, 1990 – Counties over 20% Hispanic

Percent Hispanic, 2000 – Counties over 20% Hispanic

Percent Hispanic, 2007 Estimate – Counties over 20% Hispanic

Count of Hispanic Population, 2007 Estimate

Percent Hispanic, 2007 Estimate (repeated slide)

Percent Mexican Ancestry, 2007 Estimate

Percent Puerto Rican Ancestry, 2007 Estimate

Percent Cuban Ancestry, 2007 Estimate

A Local Analysis of the

Hispanic Market in New York:

Where should I Launch my Hispanic Specialty Food Delivery Service?

(similar to Fresh Direct)

Hispanic Population Count, 2007 – by ZIP Code, NYC

Percent Hispanic, 2007 - by ZIP Code, NYC

Hispanic Median HH Income, 2007 - by ZIP Code, NYC

Total HH Spending on Food at Home (in $000’s), 2007 - by ZIP Code, NYC

Amount Spent on Catalog, Mail, Phone or Internet Orders, 2007 - by ZIP Code, NYC

Create Query, 2007 - by ZIP Code, NYC

Query Results

Report with Selected ZIP Codes and Key Variables

Chart of Hispanic Population in Selected ZIP Codes

Chart of Population Density in Selected ZIP Codes

The Future of SimplyMap– Currently adding in a million points of interest

dataset from D&B as well as a 12 million record business point dataset

– Launching an online forum for users to ask questions and propose new features and data

– Will add in older historical data from 1960 and 1970 (in their own geographies)

– Ring Studies and a Ranking feature will be available soon

– An International version of SimplyMap is also in the works

For more information about a SimplyMap trial or demo, or to discuss today’s presentation, please feel free to visit me at booth #248

Thank You!Charles Swartz

Geographic Research, Inc.cswartz@geographicresearch.com

www.geographicresearch.com