American Clusters Geodemographic Classification

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We have tried to identify who lives where in America and created 18 geodemographic clusters and 7 clusters groups of population based on demographic, socio-economic, housing, occupation and other …

We have tried to identify who lives where in America and created 18 geodemographic clusters and 7 clusters groups of population based on demographic, socio-economic, housing, occupation and other characteristics. Clusters are provided with geographic map showing distribution of clusters in USA. For more visit WORLD CLUSTERS.ORG

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  • 1. World Clusters.org American Clusters
  • 2. open and free geodemographic classification of the United States
  • 3. Tell me where you live and I will tell you who you are
  • 4. Geodemographics is the analysis of people by where they live (Sleight, 1996) Geodemographic classification categorizes neighborhoods based on their socio-economic and lifestyle characteristics.
  • 5. Project Purpose To create open geodemographic classification of USA and to find out Who Lives Where? in America
  • 6. How we did that Methodology OPEN The original methodology was developed and applied in UK by Dr. Dan Vickers and described in his work “Multi- level Integrated Classification Based on the 2001 Census”. Dan Vickers is one of the ideologists of open geodemographics.
  • 7. The Process Variables Selection of cluster standardization objects (operational Variables selection and taxonomic units) transformation Clustering method Interpretation, selection and testing and number of clusters Clustering mapping of identification clusters The classification building process was largely based on the methodology elaborated by Daniel Vickers in “Multi-level Integrated Classification Based on the 2001 Census (2006)”. Other methodologies were also considered such as the methodology of building MOSAIC described in “Geodemographics, GIS and Neighborhood Targeting” R. Harris, P. Sleight, R. Webber, Wiley (2005)
  • 8. Classification Inputs 208,000 Census block groups of all 50 states 281,000,000 Population 106,000,000 Households
  • 9. Data selection US Census 2000 was the major source of data. Initially 77 variables were chosen from the census results including: • Demographic variables • Household composition variables • Housing variables • Socio-economic variables • Employment variables Than after selection procedures the number of variables was reduced to 47. Only necessary variables were left.
  • 10. Variables standardization and transformation Black % Black LOG Black RANGE To prepare the data for 5.13 10.91 1.81 2.48 0.39 0.54 70.13 4.26 0.92 clustering process all 54.49 12.92 4.02 2.63 0.87 0.57 variables were 19.69 0.84 3.03 0.61 0.66 0.13 transformed with LOG 3.24 1.42 1.44 0.88 0.31 0.19 transformation and than 5.47 1.87 0.40 2.37 1.21 0.26 7.90 2.19 0.47 standardized with 9.39 26.46 2.34 3.31 0.51 0.72 Range standardization 12.97 4.74 2.64 1.75 0.57 0.38 11.46 2.52 0.55 23.52 3.20 0.69 23.04 3.18 0.69 1.81 1.03 0.22 6.24 1.98 0.43
  • 11. Clustering method used to create American Clusters classification was K-means performed on SPSS statistical software. For more details please visit Worldclusters.org
  • 12. Results As the result 7 Cluster Groups and 18 Clusters of US population were created...
  • 13. ...analyzed and What are these clusters? described, Cluster 5.1- Upscale Couples Their incomes are two times higher than US average Significant share of these group members is self- employed “Upscale Couples” is a cluster of rich people with large share of men and women between 45 and 65 who live in suburban areas within the vicinity of large US cities. Those who work prefer to use personal vehicle to get to work, and majority of them leave home between 8-10am.
  • 14. Established Suburbs -102.6285330 32.1654975 Farmers Land -102.3562640 32.2124634 Rural Communities -94.8363123 31.4724425 Rural Despair -94.7564420 31.4301544 Farmers Land -94.8985396 31.4030498 ...localized, Established Suburbs -94.8475584 31.3020540 Rural Despair -94.6837118 31.4147995 Rural Despair -94.6522500 31.3581925 City Hardship -94.6829723 31.2785038 City Hardship -94.7696895 31.3842840 City Hardship -94.7943261 31.3240403 Small Town Communities -94.7792894 31.2738833 Hispanic Families -94.7510420 31.3553067 Hispanic Families City Hardship Hispanic Families -94.7592193 -94.7403384 -94.7381225 31.3395956 31.3334239 31.3423508 Each of more than 200,000 Low Income Families Low Income Families Low Income Families -94.7179991 -94.7436307 -94.7360812 31.3710621 31.3736409 31.3535392 census block groups got its Low Income Families City Hardship Hispanic Families -94.7281570 -94.7023989 -94.7128960 31.3516489 31.3621403 31.3473770 cluster name Low Income Families -94.6865400 31.3477197 Than geographic database Low Income Families -94.6932417 31.3367904 Low Income Families -94.7232046 31.3442907 Hispanic Families -94.7249025 31.3358594 with clusters and block Hispanic Families -94.7296931 31.3287078 City Hardship -94.7136587 31.3321798 City Hardship -94.6899128 31.3198240 groups centeroids (central Low Income Families -94.7173726 31.3199252 City Hardship -94.7100043 31.3010418 Urban Seniors -94.7663343 31.3105434 location) were compiled. Urban Seniors -94.7448799 31.3208204 City Hardship -94.7335822 31.3151472 Big City Young Families -94.7530592 31.3130350 Big City Young Families -94.7279351 31.2826050 Rural Despair -94.8128730 31.2039623 Farmers Land -94.7059710 31.1656953 Hispanic Families -94.7876714 31.1986856 Hispanic Families -94.7745809 31.1911600 City Hardship -94.7838829 31.1747675 Low Income Families -94.8004652 31.1786933 Farmers Land -94.5612445 31.3716545 Rural Despair Unfortunate Countryside Farmers Land -94.6280698 -94.5817425 -94.4054250 31.2628375 31.2943508 31.1304071 Free Census Block Farmers Land Rural Despair Farmers Land -94.2847736 -94.5545895 -94.4653725 31.1540887 31.2824555 31.2744261 Groups Boundary Files by Rural Despair -94.5528263 31.1397742 Farmers Land -96.9032449 28.1776118
  • 15. ...and mapped
  • 16. How American Clusters can be applied?
  • 17. Non-for-Profit Applications of Geodemographic Applications Classifications Public Sector Health Care Education Local Authority Policing Academic Poverty Prevention Charities Fund Raising Community Development
  • 18. Applications of Geodemographic Commercial Classifications Applications Market Research Site Selection Trade Area Analysis Direct Marketing Advertising Management Media Analysis Elections Marketing Strategy Development and more
  • 19. So, tell me where you live and I will tell you who you are... :-)
  • 20. American Clusters is the part of ongoing open geodemographics project World Clusters.org We welcome any suggestions, concerns, comments and ideas. Contributors are also invited World Clusters.org
  • 21. Image sources http://www.flickr.com/photos/biggreymare/2739140044/sizes/l/ http://www.flickr.com/photos/paraflyer/2365116301/sizes/o/in/ set-72157604097295405/ http://www.flickr.com/photos/asthenia/1312722393/ http://www.flickr.com/photos/aquistbe/291880377/in/ http://www.flickr.com/photos/mikereys/1670425335/ set-72157594472299025/ http://www.flickr.com/photos/lindenbaum/317305900/in/ http://www.flickr.com/photos/frankphotos/129416669/ f set-72157594481060620/ http://www.flickr.com/photos/chrisschoenbohm/4315383328/sizes/l/ http://www.flickr.com/photos/koshalek/3611757158/in/photostream/ NEW YORK http://www.flickr.com/photos/seadave/495002775/ http://www.flickr.com/photos/nycarthur/207146007/in/set-470796/ http://www.flickr.com/photos/loungerie/3029049309/ http://www.flickr.com/photos/nycarthur/206413799/in/set-470796/ http://www.flickr.com/photos/joao_trindade/4362414729/in/ photostream/?addedcomment=1#comment72157623658100227 http://www.flickr.com/photos/yourdon/3319429776/ http://www.flickr.com/photos/ndevil/3491395689/sizes/o/ http://www.flickr.com/photos/editor/113737996/sizes/m/ http://www.flickr.com/photos/tattoodjay/4151759270/ http://www.flickr.com/photos/ori/3165813156/sizes/m/ http://www.flickr.com/photos/zheem/2153364862/ http://www.flickr.com/photos/sharkbait/2459712888/ http://www.flickr.com/photos/watz/2902791328/ http://www.flickr.com/photos/johnwilliamsphd/4470080571/ http://spotcrime.com/fl/tampa http://www.flickr.com/photos/87765855@N00/3105128025/ http://www.flickr.com/photos/audreyrobowen/4496996098/ http://www.flickr.com/photos/ezu/297634534/ http://www.flickr.com/photos/sshb/2912708983/sizes/l/