Easy Analytic Software Inc. (EASI) is a New-York based software engineering and statistical modeling firm that specializes in consumer demographics. Using input data from the Census Bureau, Bureau of Labor Statistics, and Mediamark, EASI develops model-based indicators of the demographic characteristics, consumer spending, and behavior patterns for a wide range of geographic areas—State, counties, census tracts, and block groups. Mediamark is a market research firm that annually publishes The Survey of the American Consumer, based on detailed interviews of 26,000 households.
The EASI Market Planner comprises 13 large datasets. Below are brief descriptions of each.
Consumer Behavior – Mediamark - This dataset shows US consumer usage and purchasing patterns for over 6,000 products and services. Data are from Mediamark’s annual Survey of the American Consumer, based on 26,000 face-to-face interviews conducted nationwide in consumers’ homes. Easy Analytic Software Inc.(EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show Mediamark’s data for States, counties, census tracts, and block groups.
Consumer Expenditures - This dataset shows average annual household expenditures for various types of products and services. Data are from the nationwide Consumer Expenditure Survey (CEX), conducted annually by the Bureau of Labor Statistics and the Census Bureau. Easy Analytic Software Inc.(EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show CEX data for States, counties, census tracts, and block groups.
Consumer Price Index - This dataset presents estimates and projections of the Consumer Price Index, based on Consumer Price Index data from the Department of Labor Bureau of Labor Statistics
Consumer Spending Analytics - This dataset presents a demographic analysis of household spending for various types of products and services. The table shows total annual expenditures, number of households, and average spending per household. Data are from the nationwide Consumer Expenditure Survey (CEX), conducted annually by the Bureau of Labor Statistics and the Census Bureau. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show CEX data for demographic groups within states, counties, census tracts, and block groups.
Demographics - EASI Profiles - This dataset shows the concentration of particular types of households in a geographic area in relation to the national average for that household type. The values shown are index values (100=national average).
Demographics – Census - This dataset shows population and household characteristics as reported in Census 2010. Estimates for the current year and projections 5 years forward are based on new data reported in the Census Bureau’s American Community Survey, Census TIGER files, and the U.S. Postal Service mailable household file.
Gross Domestic Product - This dataset provides GDP for the United States and geographic units.
Health - This dataset provides statistics characterizing the health status of the United States population, including health conditions and behaviors, health care access/usage, and cause of death.
Industries – NAICS - This dataset shows number of establishments and employees, by industry. Data are from the Census Bureau’s County Business Patterns. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and geographic profiles to show this data for census tracts and block groups.
Life Stages - This indicator shows the number of households in key demographic market segments within a geographic area. Each of the 84 segments in the Life Stages system uniquely combines three household characteristics: age of household head (7 categories), household type (4 categories), and household income (3 categories). This dataset is designed by EASI.
Media Use - Mediamark - This dataset shows US consumer use of various types of media. Data are from Mediamark’s annual Survey of the American Consumer, based on 26,000 face-to-face interviews conducted nationwide in consumers’ homes. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show Mediamark’s data for States, counties, census tracts, and block groups.
Quality of Life -This dataset provides measures of quality of life in the United States.
Retail Sales - This dataset shows annual retail sales at 13 types of retail establishments. Data are from the Census of Retail Trade, a part of the quinquennial Economic Census. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and geographic profiles to show this data for census tracts and block groups. Benchmark data are updated and projected 5 years forward based on County Business Patterns and other sources.
Sales Potential - This dataset presents estimates showing the relative concentration of particular economic or sociodemographic characteristics of an area. The value is presented as an index showing variation from a median value of 100 for each geographic area. “Potential variables” are not actual variables, they are derived estimates intended to help in the evaluation of actual data. Note that index values are based on the percentage of a particular characteristic in a specific geography, not on the number of households, etc., that meet that criteria.
Clink on the links below to view DataSheets comprising statistical abstracts complete with infographics of indicators describing demographic characteristics and behavior patterns of US consumers created in Data Planet Statistical Datasets. Log in to explore the data at even more granularity - as well as relationships between these statistics and other indicators in the vast Data Planet repository.
In reviewing the samples below, identify the question(s) the data answers for marketing and entrepreneurial initiatives.
Household spending on floor coverings - Delaware census tracts
Amount spent per household on major appliances - Michigan zip codes
Participation in leisure activities - ranking of Wyoming counties by percentage of households who barbecue or bake
Retirees - ranking of US states on an index of the size of the retired population
Employees - Gambling industries - ranking of states
Employees - Performing arts companies - ranking of states
Spending on digital audio readers - white households in Alabama counties
Wealthiest households - map of US states
Index of homes built before 1939 - ranks Texas counties as an index of the proportion of homes built before 1939
Large families - maps Missouri households on an index of number of families with five or more members
Children's health status - ranks Illinois counties based on counts of children assessed as in excellent vs fair/poor health
Quality of life - ranks Hawaii counties on an index of quality of life
In Data Planet Statistical Datasets, the many indicators included in the EASI Market Planner datasets can be viewed as stand-alone trends, charts, or maps. The listing of indicators can be viewed by opening the EASI Analytics entries in the Browse by Source or Browse by Subject - EASI Analytics folder of the indicator tree. For example, the chart below compares the percentage of households that own a personal computer across seven states. Notice how chart options has been used to limit the number of states included in the chart.
Note that you can learn more about the indicator, dataset, and source by viewing the statistical abstract that appears below the chart, as below. These summaries can be exported with the graph by clicking on the Export link in the menu bar above the chart. The Create DOI link allows you to create a DOI that ensures that each time you reference the data in a paper or elsewhere that the reader can view the exact view of the DataSheet at the time you created it. For more information on DOIs, click here.
The implementation of EASI Market Planner datasets in Data Planet Statistical Datasets allows you to compare indicators across states, counties, zip codes, and census tracts, so be sure to explore the many options available to do so. To select multiple indicators, hold down the control (Ctrl) key when clicking on the second (or third) item on the indicator tree. For more information on selecting data for viewing, see http://data-planet.libguides.com/statisticaldatasets .
See the examples below and try it yourself with other indicators and geographies. Keep in mind that the graphs you create do not necessarily imply causality: the results may suggest a potential relationship between the variables you select, which may be an interesting line of inquiry for your own research.