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Wednesday, April 16, 2014, 1:16 AM Jackson Hole, Wyoming About ThoughtShaker

12.14.11 2011 By The Numbers

By Chris D.
by the numbers

We're not ashamed to admit that we're number geeks. Looking back at 2011, here are some of the most interesting social demographic statistics that will come to define this era: women take the lead in education, toddlers go digital, the rise of the non-nuclear household, Facebook supersedes recorded history, the majority-minority...

1.) 50 million -- The big number from the Census everyone was talking about was the number of Hispanics, which crested this milestone for the first time. Later the Census and the New York Times found that even more people in the U.S. (51 million) are at or near the poverty line.

2.) 50% +1 -- Some time this year the children being born in the U.S. tipped to majority-minority, according to Brookings Institute demographer William Frey. It'll take the population as a whole decades before the white population is not the majority, but the newborns are there now. Diversity marketing is in for a makeover.

3.) Half of kids under 8 (and 40% of 2- to 4-year-olds) have access to a smartphone, iPad or some other mobile media device.

4.) In October 2011 Facebookers in the U.S. spent 136,000 aggregate years on the site, according to Comscore. That's more time than… well, all of recorded history.

5.) The U.S. added just 11.2 million households between 2000 and 2010, the -- slowest household formation rate we've seen in a long time. This impacts industries like construction and any sort of household goods and services and is helping to keep the recovery slow.

6.) When asked all the reasons they subscribe to a local paper, 85% said local news, but nearly four in 10 said "habit," according to the Ad Age/Ipsos Observer American Consumer Survey.

7.) Nuclear families account for just one-fifth of all households but more than one-third (34%) of total consumer spending. Nationwide there are 1.3 million fewer of them in 2010 than there were in 2000.

8.) One in three consumers can't afford your product: The 2011 Discretionary Spend Report from Experian Simmons finds 34.5% of households have less than $7,000 to spend on non-essential goods. Just over half have less than $10,000 to spend on entertainment, education, personal care, clothing, furniture and more.

9.) They aren't the 99% -- The big four agency holding companies have nearly twice the revenue of the next largest 46, $40.1 billion to $21.5 billion.

10.) Don't count out old media. Fifty-seven percent of millennials indicated in a study from OMD that TV was the first way they hear about products and services.

11.) Shockingly low, or high? 56% of mobile users admit to using their phones to text, call, etc. while on the throne.

12.) Women rule. For the first time in American history there are now a million more female than male college graduates, according to the Census.

13.) The most personally relevant stat for Mellinenials as they consider family planning: Twin birthrate is up 76% since 1980, reaching a new record of 33.2 per 1,000 in 2009 (the latest year for which Center for Disease Control data are available)

Thanks Adage

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