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2010 Census will show “average American” no longer exists, analyst says

October 12, 2009

The 2010 Census is expected to find that 309 million people now live in the United States, but “The concept of an ‘average American’ is gone, probably forever,” demographics expert Peter Francese writes in a new Ad Age white paper. “The average American has been replaced by a complex, multidimensional society that defies simplistic labeling,” he writes. For marketers, the decennial census will reflect consumer changes over the last ten years, likely showing that no single demographic, or even a handful of demographics, neatly defines the nation, reports.

The Census Bureau will start releasing its data in spring of 2011, but Francese, a demographic-trends analyst at Ogilvy & Mather in New York and founder of American Demographics magazine, offers projections of the census results in his report, “2010 America,” available here. The white paper pinpoints age and income groups where marketers can find the biggest opportunities, reports.
Among Francese’s findings is that the iconic American family — defined as a married couple with children — will account for just 22 percent of households. The most prevalent type of U.S. household will be married couples with no kids, followed closely by single-person households, he predicts.
In the two largest states, California and Texas, the nation’s traditional majority group — white non-Hispanics — will be in the minority, while in the nation’s 10 largest cities, no racial or ethnic category will describe a majority of the population, Francese writes.  — Compiled by Greg Beaubien for Tactics and The Strategist Online


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