Get started with U.S. Updated Demographics

Part 2: Explore lifestyle, behavioral, business, and census data

In the  previous section of this tutorial series , you learned about the basics of Esri Updated Demographics data -what it is, who creates the data, and its advantages over other data sources. In this section, you will explore the other types of analytical databases that coincide with and round out the Updated Demographics portfolio. Let's begin with a high-level overview of each database, starting with Esri's behavioral data tables.

Lifestyle and behavioral data

Esri provides four types of lifestyle and behavioral databases; Tapestry Segmentation, Market Potential, Consumer Spending, and Retail Demand by Industry. Lifestyle and behavioral data adds another analytical layer when trying to better understand your customer base. Each of these data tables provides unique insights into consumer preferences, tendencies, and patterns.

Tapestry Segmentation

 Esri Tapestry Segmentation  is a database that describes the diverse mix of U.S. neighborhoods by painting a comprehensive picture of who lives where, describing their lifestyle choices, and highlighting how they spend their money and their free time. Companies use the data to help answer key questions such as the following:

Who are our customers? What are their characteristics? How do they behave? What are their needs and preferences?Where are the growth opportunities? How can we effectively target and reach them?

The data is modeled, based on large arrays of demographic and socioeconomic variables, to identify 67 unique consumer markets throughout the United States. Each of these markets, referred to as Tapestry segments, have individual descriptive profiles that highlight its demographic composition, socioeconomic traits, housing characteristics, geographic dispersion, as well as consumer behavior and spending preferences. The database includes 67 Tapestry segment codes with descriptive names, and 14 LifeMode codes.

Tapestry Segmentation graphic
Tapestry Segmentation graphic

Consumer Spending

 Esri Consumer Spending data  is a market demand planning database that provides a wealth of consumer analytics highlighting current spending patterns covering more than 700 products and services. Companies use consumer spending data to gain insights into market dynamics, customer behavior, and competitive landscape.

The data is modeled from a blend of data from Updated Demographics, Tapestry Segmentation, and the Consumer Expenditure Survey data from the U.S. Bureau of Labor Statistics. The database includes an estimate of total and average amounts spent by households, and an index to identify how spending within your local area differs from the nation as a whole.

Consumer Spending graphic
Consumer Spending graphic

Market Potential

Similar to Esri’s Consumer Spending database,  Esri Market Potential  is another demand-side database. While the former provides estimates of spending, the latter provides insight into American consumer preferences, interests, activities, values, and opinions, to measure consumer demand. Businesses use the data to analyze shifting customer demand in local markets or reveal potential sales opportunities in new markets.

The data is modeled in part by using Tapestry and household-level survey data from MRI-Simmons. The database is organized into 35 main categories, and includes the expected number of consumers and an index to identify how a local area compares to the U.S.

Market Potential graphic
Market Potential graphic

Retail Demand by Industry

 The Esri Retail Demand by Industry  dataset provides an alternative view of spending potential based on the industries in whick market transactions may occur. Companies use this data to help identify opportunities, mitigate risks, and optimize their business operations.

The database includes annual total industry expenditures, annual average industry potential spending per household, and an industry-specific Spending Potential Index (SPI).

Census data

The United States Census Bureau provides two data products as a result of surveying the U.S. population. The first is a once per-decade demographic set of databases that represent complete counts of population for specific characteristics such as population, households, and housing.

Census 2020 graphic

ACS data

The second set of data products produced from the Census Bureau is ACS (American Community Survey) data. This data is annual household survey data that is based on five-year period estimates that represent complete demographics characteristics not found in the decennial census data product.

American Community Survey graphic

Esri Census data

Esri provides data tables from the most recent  decennial Census - 2020 ,  2010 , and 2000, as well as a historical time series, and data from the ACS. Along with Esri Updated Demographics, census tables and ACS tables are made available in the same geography formats throughout the Esri platform.

As mentioned in Part 1 of this tutorial series, Esri uses a combination of data sources for creating Updated Demographics data, including the latest decennial census and ACS data to measure various components of population and household change.

Esri Census graphic

Additional data tables

Up to this point, you have learned about the databases created and provided by Esri. In this section, we cover the additional databases that are made available by Esri data partners.

Business data

Esri offers  Business Summary and Business Locations  statistics for more than 13 million U.S. establishments compiled by and licensed from Data Axle, Inc. Companies use the data to stay competitive and capitalize on business opportunities.

Esri Business Summary data attributes include the number of businesses by industry classification, and total employees, while Business Location data attributes include the Standard Industrial Classification (SIC)/North American Industry Classification System (NAICS) Codes, business name and type, distance, number of employees, and, when available, sales.

Business data graphic

Crime data

Esri offers  Crime Risk data  curated and licensed from Applied Geographic Solutions. Insurance companies, banks, retailers, and real estate brokers are among the various types of companies that use the data to aid in underwriting, assess lending risks, and determine expected security needs.

The database contains crime index statistics assessing the relative risk of seven major crime types against persons and property.

Crime data graphic

Traffic data

Esri offers  Traffic Counts data  compiled by and licensed from Kalibrate. Companies use the data to analyze traffic patterns for helping to identify ideal site locations and scheduling staff hours during peak periods of traffic.

The database contains average daily traffic volume by the number of vehicles, current and previous count type, and cross street direction and distance.

Traffic data graphic

Next steps

In this tutorial, you learned about key Updated Demographics data that is created by Esri, additional complementary data tables, and data from Esri data partners. To learn how to access and incorporate data into your analysis projects,  view Part 3: Work with Updated Demographics data. 

To enhance your data analysis knowledge, explore the tutorial series below:


Learn more

Data methodologies

Esri data estimates and forecasts are developed from a mix of inputs from  Esri U.S. Updated Demographics , the decennial census, the ACS, and business data from Data Axle. Represented as point-in-time estimates as of July 1, the data is available for Esri’s standard geographic areas and for any user-defined polygon such as a ring or drive time.  Read the Esri Updated Demographics Methodology Statement for more information 

Frequently asked questions

Use our  data reference page  to help answer additional questions about Esri Demographics.

Helpful links


Connect with us

If you have a topic you would like covered in a data tutorial to help you better understand U.S. data, send us an e-mail with your topic idea.

About this story

This story was created by Donna Fancher in collaboration with the Esri Data Development team. To start working with the U.S. data collection, visit the   Esri Location Data Resources   page.

Led by chief demographer Kyle Cassal, and economist Douglas Skuta, Esri's Data Development team uses sophisticated quantitative methods to produce small area demographic and socioeconomic data to support informed decision-making. The team builds on a rich history of market intelligence to produce trusted independent estimates and forecasts for the United States based on innovative methodologies that use public and private data sources with the power of ArcGIS. Esri's Data Development team provides over 7,000 proprietary data items to better understand the characteristics of people and places across multiple statistical and administrative boundaries and custom trade areas.

Esri, the Esri globe logo, The Science of Where, Tapestry, ArcGIS, esri.com, and @esri.com are trademarks, service marks, or registered marks of Esri in the United States, the European Community, or certain other jurisdictions. Other companies and products or services mentioned herein may be trademarks, service marks, or registered marks of their respective mark owners.

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