Changing Demographics: The Meaning for Advertising and Marketing
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Joel Cowen, Health Systems Research, offers a review of demographic, social and economic trends in the Rockford area focused on the growth of the "underclass" with discussion of the meaning for retailing, advertising and marketing.
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Changing Demographics: The Meaning for Advertising and Marketing
- 1. October 16, 2009 Presented to Northern Illinois American Advertising Federation Presented by Health Systems Research 1601 Parkview Avenue Rockford, Illinois 61107 815/395-5639
- 9. County In-Migration From Out-Migration To Net Migration Number Percent Number Percent 2006-2007 Cook 1,502 12.3% 744 7.6% +758 Boone 1,234 10.1% 944 9.6% +290 Rock, WI 591 4.8% 625 6.4% -34 McHenry 531 4.3% 195 2.0% +336 Ogle 525 4.3% 565 5.8% -40 Kane 522 4.3% 245 2.5% +277 Stephenson 435 3.6% 294 3.0% +141 DuPage 391 3.2% 166 1.7% +225 Other 6,480 53.1% 6,008 61.4% +472 Total 12,211 100.0% 9,786 100.0% +2,425 Average Income $43,000 $45,000 Source: Internal Revenue Service, Statistics of Income for 2006-2007
- 11. Age Group 1980 1990 2000 2005- 2007 2020 Under 5 7.4% 7.6% 7.1% 6.9% 7.1% 5-17 22.2% 18.6% 19.3% 18.5% 18.2% 18-24 12.3% 9.5% 8.4% 8.6% 8.2% 25-44 28.2% 32.3% 29.8% 28.3% 25.9% 45-64 19.7% 19.3% 22.6% 24.9% 23.8% 65+ 10.2% 12.7% 12.7% 12.8% 16.8% Median Age 29.6 33.4 35.9 36.4 38.1
- 14. Race/Ethnic 2005 – 2007 2000 2000-2005/7 Change No. Pct. No. Pct. No. Pct. White 222,429 75.6% 220,817 79.3% 1,612 +0.6% Black 33,187 11.3% 29,038 10.4% 4,149 +14.3% Hispanic 28,440 9.7% 19,206 6.9% 9,234 +48.1% American Indian 615 0.2% 584 0.2% 31 +5.3% Asian/Pacific Isl. 5,862 2.0% 4,795 1.7% 1,067 +22.3% Multiple Races/Other 3,638 1.2% 3,978 1.4% -340 -0.2% Total 294,171 100.0% 278,418 100.0% 15,753 +5.4% Except for Hispanic, all races are non-Hispanic Source: U.S. Census Bureau
- 17. Race/Ethnic City of Rockford County exc. Rockford Percent in Rockford Black 28,537 5,102 84.8% Asian 4,489 2,269 66.4% Hispanic 22,937 8,100 73.9% Population 154,128 146,124 51.3%
- 21. Year (Sept. 30) Total Enroll-ment White Black Hispanic Asian Amer. Indian Multi- Racial 1 2008 26,950 10,227 37.9% 8,255 30.6% 6,040 22.4% 862 3.2% 34 0.1% 1,532 5.7% 2000 26,047 13,340 51.2% 8,184 31.4% 3,678 14.1% 800 3.1% 45 0.2% Not Available 1990 26,554 18,534 69.8% 5,975 22.5% 1,275 4.8% 743 2.8% 27 0.1% 1980 32,407 24,613 75.9% 6,384 19.7% 866 2.7% 367 1.1% 177 0.5% 1 Multiracial added as a category beginning 2004. Source: Rockford School District Fall Housing Report
- 22. Rank 1870 1910 1950 1990 2000 1. Sweden Sweden Sweden Mexico Mexico 2. Ireland Germany Italy Italy Laos 3. England Italy Germany England Bosnia 4. Scotland Russia Lithuania Germany Poland 5. Germany England England Laos Italy
- 28. Category 2005-07 2000 1990 1980 Total Households 100.0% 100.0% 100.0% 100.0% Married couples with children 20.9% 23.0% 27.0% 33.0% Married couples w/o children 30.3% 29.3% 29.9% 30.8% Female single parents 8.3% 7.6% 6.8% 5.7% Male single parent 2.3% 2.4% 1.6% 1.0% Elderly living alone 10.0% 9.6% 9.5% 8.0% Others living alone 18.0% 16.7% 15.0% 13.4% Others/group quarters 10.2% 11.4% 10.1% 8.1%
- 29. Family Type Winnebago County Rockford City In family households 73,795 37,695 Married couple 64.6% 52.3% Male single parent 7.2% 8.5% Female single parent 27.7% 38.7% Non-family household 0.1% 0.1% Grandchildren 5.4% 5.7%
- 30. Race/ Ethnic Married Couple Single Female Grand- Parent White 73.2% 14.0% 4.0% Black 26.5% 49.5% 12.2% Hispanic 60.7% 16.8% 5.8% Asian 80.7% 6.8% 4.3% 1 Updated information not available
- 34. Rank Employer Employees Type 1. Rockford Public Schools 3,730 Service 2. Rockford Health System 2,972 Service 3. Wal-Mart 2,750 Service 4. SwedishAmerican Health System 2,373 Service 5. Hamilton Sundstrand 2,165 Basic 6. Winnebago County 1,839 Service 7. OSF St. Anthony Medical Center 1,807 Service 8. Rockford Park District 1,739 Service 9. Daimler-Chrysler 1,600 Basic 9. United Parcel Service 1,600 Basic Source: Rockford Area Economic Development Council
- 37. PERCENT MEETING OR EXCEEDING STANDARDS High School 2008 2007 2006 2005 Auburn 38.9% 38.1% 50.9% 51.4% East 23.7% 23.9% 30.5% 22.7% Guilford 38.3% 46.1% 46.6% 52.1% Jefferson 28.2% 29.6% 34.9% 41.3% District 33.6% 36.4% 41.8% 42.9% State 52.5% 52.6% 54.3% 54.9% Source: ISBE, Prairie State Achievement Examination
- 44. PERSONAL INCOME SOURCES: 1995 - 2007 Source 2007 1995 Earnings 66.6% 69.8% Dividends, interest, rent 16.2% 17.4% Transfer (gov) receipts 17.2% 12.7% Total 100.0% 100.0%
- 45. Occupation Winnebago County United States 2005/ 2007 2000 Change 2005/ 2007 2000 Change Management, professional 27.8% 29.7% -1.9% 34.1% 33.6% +0.5% Service 17.1% 12.9% +4.2% 16.6% 14.9% +1.7% Sales & office 25.8% 26.7% -0.9% 25.8% 26.7% -0.9% Farming 0.1% 0.2% -0.1% 0.7% 0.7% --- Construction 7.5% 8.6% -1.1% 9.8% 9.4% +0.4% Production, transportation 21.7% 22.0% -0.3% 12.9% 14.6% -1.7%