The 2010 Census and American Community Surveys are well underway. The first Census was conducted in 1790 when the US population was just under 4 million and in this Census, the 23rd Census of the United States, it is estimated that the population will be just under 310 million. Given that the last Census was in 2000, there will be a lot of change and new information that marketers will use to better communicate their products, speak to their audiences and concentrate their efforts.

2010 US Census, Image Courtesy US Census.

Outside of marketing, the overall effects of the Census include how federal funding will be used, which includes budgets for (per the US Census Website):

• Hospitals
• Job Training Centers
• Schools
• Senior Centers
• Bridges, Tunnels and other Public Work Projects
• Emergency Services

In addition to community support, many organizations use this data to advocate for causes, rescue disaster victims, prevent diseases, research markets, and locate pools of skilled workers. The Census will also determine the number of seats each state receives in the House of Representatives in 2012.

Directions Magazine recently published some initial projections of the 2010 Census based on the American Community Survey. Some of the biggest insights and changes include:

• 309 million people (up 10% from last census in 2000)
• 1/3 of the population is from immigration
• The population is aging (median age is up)
• Hispanic population is up about 40% (especially among younger Hispanics)
• Asian/Hawaiian/Pacific Islander population is up 33%
• African American population is up 10%
• Household composition changing from the traditional living arrangement of married couples with children under 18
• Household incomes roughly the same as 2000
• Women made the biggest gains in education and contribution to household income

These are some pretty big changes and will affect the way that we market our products and the makeup of our audience.

According to the US Census, details will be published:

• December 2010: Population counts by city
• February/March 2011: Population by race and Hispanic ethnicity for Persons 0+ and for Persons 18+, without any age or sex detail
• Summer 2011: Complete age/sex counts on a state-by-state basis and the data on marital status and household relationships.

Click through to this map to get up-to-the minute completion rates for the 2010 Census:

Real Time Completion Rates for the 2010 US Census, Image Courtesy the US Census.