Abstract

Viewing Participation in the US Census through the Lens of Lifestyle Segments
Track: Official Statistics and Census
Authors: Nancy Bates

Recent Censuses have included social marketing to boost self-response. A 2015 Census Test included tests of Internet and mail response modes and digital marketing communications. Merging data from the test with ESRI Tapestry lifestyle segments produces a dataset suitable for studying relationships between census response and lifestyle segments. We examine whether lifestyle segments provide insight into hard-to-survey populations, response behavior, and interactions with social marketing.