We are excited to announce that we’ve updated our CAPE data with 2020 Census data. This release updates estimates and projections from 2010 and replaces all previous CAPE data attributes.
U.S. Census data offers a great opportunity for data enrichment
The U.S. Census is conducted every 10 years to determine the number of people living in the U.S. in addition to collecting data on dozens of topics across 130+ surveys and programs.
U.S. Census data is already broken out into regional groups and covers 100k+ different geographies: States, counties, places, tribal areas, zip codes, and congressional districts.
Block groups are the smallest geographic area for which the Bureau of the Census collects and tabulates data. They are formed by streets, roads, railroads, streams, other bodies of water, and other visible physical and cultural features.
What is CAPE?
Census Area Projections & Estimates data (CAPE) data from Experian utilizes a proprietary methodology to make the data easy to action on for marketing use cases. Made from U.S Census and Experian consumer data, CAPE data sets are developed at the block group and zip code level and targetable at the household level.
CAPE 2020 updates
CAPE 2020 uses the 2020 Census data blended with other Experian data to update CAPE’s unique attributes for data enrichment and licensing. Multiple sources are used and data is delivered at a block group level or zip code. Experian provides unique CAPE attributes not available through other sources that provide Census data. These include our Ratio and Percentages attributes, Score Factors/Segments, and Mosaic.
CAPE 2020 use cases
Our CAPE 2020 data sets enable strategic marketing analysis and decision-making.
You can use CAPE 2020 data to understand the differences in the markets you serve as they relate to core demographics, housing attributes, education, income, employment, spending, and more. You can do this to:
- Find populations that are not typically captured in standard demographics.
- Cross-reference Census demographics data with other behavioral and shopper data.
- Understand supply and demand for products sold.
Get started with our CAPE 2020 data today
If you are using Experian’s CAPE 2010 data, please work with your Experian representative to migrate to CAPE 2020. If you are interested in learning more about our CAPE data, get in touch with us today.
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Twenty years ago this week, the first mobile text message, or SMS, was sent by British engineer Neil Papworth. Today, Americans are texting more than ever and among young adults, many of whom were not yet born when the first message was sent, texting is almost as common a mobile activity as talking. And why wouldn’t it be? According to the latest Simmons National Consumer Study, 48% of adults ages 18-to-24 say that a conversation via text message is just as meaningful as a telephone call. A similar share of adults ages 25-to-34 feel the same way. Regardless of age, texting is still, technically, the second most common activity that Americans engage in on their cell phone after talking. During a typical week, 95% of mobile adults talk on their mobile phone, while 59% text. Among adults ages 18-to-24, however, 89% talk on their phone and 85% text. Despite the increasing availability of mobile chat or instant message applications, texting remains the dominant means for exchanging short messages. Only 8% of all mobile adults use their phone to IM or chat. The fastest thumbs To get a more in-depth understanding of the texting habits of adults today, we leveraged data from the Simmons Connect mobile panel of 1,485 U.S. smartphone owners. Hands down, young adults text more than any age other age group. During a typical month, in fact, smartphone-owners ages 18-to-24 send 2,022 mobile text messages and receive another 1,831 for a combined total of 3,852 texts sent and received. With every age bracket we move up, the number of mobile texts drops by roughly 40%. For instance, smartphone owners ages 25-to-34 send, on average, 1,110 text messages a month and receive another 1,130 for a combined total of 2,240 messages. We are also able to leverage the Simmons Connect smartphone panel to understand mobile calling behaviors. The data shows that while young adults hold the record for the most text messages sent and received, they actually make and receive few calls, by comparison. During a typical month, smartphone owners ages 18-to-24 make 119 calls on their mobile phone and answer another 64 calls. Adults ages 35-to-44 make and receive the most calls on their mobile phones in a given month. (Call counts do not include inbound and outbound calls that go unanswered.) Text around the clock Unlike television and radio, which have peak hours for reaching consumers, mobile text messages reach Americans throughout the day, providing advertisers with a medium to connect with consumers any time they want or need. No surprise, young adults are the most likely to send and receive mobile text messages throughout the day. The smartphone panel data shows that during every hour between 8:00 A.M. and midnight, more than half of young smartphone owners are both sending and receiving mobile text messages. Even when most of us are asleep, young adults’ smartphones continue buzzing from inbound texts. In fact, 37% of 18-to-24 year-old smartphone owners receive texts at 4:00 in the morning. By comparison, just 20% of smartphone-owners ages 25-to-34 years-old receive texts at this late (or early) hour as do 17% of those 35-to-44, 15% of those 45-to-54 and 10% of those ages 55 and older. Better to send or to receive? During overnight hours, the share of young smartphone owners who send texts surpasses the share who receives them. However, by 8:00 A.M., the difference between those two figures narrows to the point that they are nearly equal. In fact, from noon until 11:00 P.M., young adults are more likely to send mobile text messages than they are to receive them. Call or text? While texting is still a secondary use of mobile phones after calling, that’s not the case all day, especially among young adults. In fact, while smartphone owners ages 18-to-24 are more likely to make an outbound call than they are to send a text from their phone between 7:00 A.M. and 10:00 P.M., they are more likely to send a text between 11:00 P.M. and 6:00 A.M., during hours when they might understandably wake the recipient. That should help us all sleep a little better.