We have tried to identify who lives where in America and created 18 geodemographic clusters and 7 clusters groups of population based on demographic, socio-economic, housing, occupation and other characteristics. Clusters are provided with geographic map showing distribution of clusters in USA. For more visit WORLD CLUSTERS.ORG

1. World Clusters.org
American Clusters

2. open and free
geodemographic
classification of the United States

3. Tell me where you live
and
I will tell you who you are

4. Geodemographics is the
analysis of people by where they
live (Sleight, 1996)
Geodemographic classification categorizes
neighborhoods based on their socio-economic
and lifestyle characteristics.

5. Project Purpose
To create open geodemographic classification of
USA
and to find out
Who Lives Where?
in America

6. How we did that
Methodology
OPEN
The original methodology was developed and applied in
UK by Dr. Dan Vickers and described in his work “Multi-
level Integrated Classification Based on the 2001 Census”.
Dan Vickers is one of the ideologists of open
geodemographics.

7. The Process
Variables
Selection of cluster
standardization
objects (operational Variables selection and
taxonomic units)
transformation
Clustering method Interpretation,
selection and testing and
number of clusters Clustering
mapping of
identification clusters
The classification building process was largely based on the methodology elaborated by Daniel Vickers in “Multi-level Integrated Classification Based on the 2001 Census (2006)”.
Other methodologies were also considered such as the methodology of building MOSAIC described in “Geodemographics, GIS and Neighborhood Targeting” R. Harris, P. Sleight, R.
Webber, Wiley (2005)

8. Classification Inputs
208,000 Census block
groups of all 50 states
281,000,000 Population
106,000,000 Households

9. Data selection
US Census 2000 was the major source of data.
Initially 77 variables were chosen from the census
results including:
• Demographic variables
• Household composition variables
• Housing variables
• Socio-economic variables
• Employment variables
Than after selection procedures the number of
variables was reduced to 47. Only necessary
variables were left.

10. Variables standardization
and transformation
Black % Black LOG Black RANGE
To prepare the data for 5.13
10.91
1.81
2.48
0.39
0.54
70.13 4.26 0.92
clustering process all 54.49
12.92
4.02
2.63
0.87
0.57
variables were 19.69
0.84
3.03
0.61
0.66
0.13
transformed with LOG 3.24
1.42
1.44
0.88
0.31
0.19
transformation and than
5.47 1.87 0.40
2.37 1.21 0.26
7.90 2.19 0.47
standardized with 9.39
26.46
2.34
3.31
0.51
0.72
Range standardization 12.97
4.74
2.64
1.75
0.57
0.38
11.46 2.52 0.55
23.52 3.20 0.69
23.04 3.18 0.69
1.81 1.03 0.22
6.24 1.98 0.43

11. Clustering method used to create American
Clusters classification was K-means performed on
SPSS statistical software.
For more details please visit Worldclusters.org

12. Results As the result 7 Cluster Groups and
18 Clusters of US population were
created...

13. ...analyzed and
What are these clusters?
described,
Cluster 5.1- Upscale Couples Their incomes are two times higher than US average
Significant share of these
group members is self-
employed
“Upscale Couples” is a cluster of rich people with large
share of men and women between 45 and 65 who live in
suburban areas within the vicinity of large US cities.
Those who work prefer to use personal
vehicle to get to work, and majority of them
leave home between 8-10am.

14. Established Suburbs -102.6285330 32.1654975
Farmers Land -102.3562640 32.2124634
Rural Communities -94.8363123 31.4724425
Rural Despair -94.7564420 31.4301544
Farmers Land -94.8985396 31.4030498
...localized,
Established Suburbs -94.8475584 31.3020540
Rural Despair -94.6837118 31.4147995
Rural Despair -94.6522500 31.3581925
City Hardship -94.6829723 31.2785038
City Hardship -94.7696895 31.3842840
City Hardship -94.7943261 31.3240403
Small Town Communities -94.7792894 31.2738833
Hispanic Families -94.7510420 31.3553067
Hispanic Families
City Hardship
Hispanic Families
-94.7592193
-94.7403384
-94.7381225
31.3395956
31.3334239
31.3423508
Each of more than 200,000
Low Income Families
Low Income Families
Low Income Families
-94.7179991
-94.7436307
-94.7360812
31.3710621
31.3736409
31.3535392
census block groups got its
Low Income Families
City Hardship
Hispanic Families
-94.7281570
-94.7023989
-94.7128960
31.3516489
31.3621403
31.3473770
cluster name
Low Income Families -94.6865400 31.3477197
Than geographic database
Low Income Families -94.6932417 31.3367904
Low Income Families -94.7232046 31.3442907
Hispanic Families -94.7249025 31.3358594
with clusters and block
Hispanic Families -94.7296931 31.3287078
City Hardship -94.7136587 31.3321798
City Hardship -94.6899128 31.3198240
groups centeroids (central
Low Income Families -94.7173726 31.3199252
City Hardship -94.7100043 31.3010418
Urban Seniors -94.7663343 31.3105434
location) were compiled.
Urban Seniors -94.7448799 31.3208204
City Hardship -94.7335822 31.3151472
Big City Young Families -94.7530592 31.3130350
Big City Young Families -94.7279351 31.2826050
Rural Despair -94.8128730 31.2039623
Farmers Land -94.7059710 31.1656953
Hispanic Families -94.7876714 31.1986856
Hispanic Families -94.7745809 31.1911600
City Hardship -94.7838829 31.1747675
Low Income Families -94.8004652 31.1786933
Farmers Land -94.5612445 31.3716545
Rural Despair
Unfortunate Countryside
Farmers Land
-94.6280698
-94.5817425
-94.4054250
31.2628375
31.2943508
31.1304071
Free Census Block
Farmers Land
Rural Despair
Farmers Land
-94.2847736
-94.5545895
-94.4653725
31.1540887
31.2824555
31.2744261
Groups Boundary Files by
Rural Despair -94.5528263 31.1397742
Farmers Land -96.9032449 28.1776118

15. ...and
mapped

16. How American
Clusters
can be applied?

17. Non-for-Profit Applications of Geodemographic
Applications Classifications
Public Sector
Health Care
Education
Local Authority
Policing
Academic
Poverty Prevention
Charities
Fund Raising
Community
Development

18. Applications of Geodemographic
Commercial
Classifications
Applications
Market Research
Site Selection
Trade Area Analysis
Direct Marketing
Advertising
Management
Media Analysis
Elections
Marketing Strategy
Development
and more

19. So, tell me where you live
and
I will tell you who you are... :-)

20. American Clusters is the part of ongoing
open geodemographics project
World Clusters.org
We welcome any
suggestions, concerns,
comments and ideas.
Contributors are also
invited
World Clusters.org

21. Image sources
http://www.flickr.com/photos/biggreymare/2739140044/sizes/l/
http://www.flickr.com/photos/paraflyer/2365116301/sizes/o/in/
set-72157604097295405/
http://www.flickr.com/photos/asthenia/1312722393/
http://www.flickr.com/photos/aquistbe/291880377/in/
http://www.flickr.com/photos/mikereys/1670425335/
set-72157594472299025/
http://www.flickr.com/photos/lindenbaum/317305900/in/
http://www.flickr.com/photos/frankphotos/129416669/ f
set-72157594481060620/
http://www.flickr.com/photos/chrisschoenbohm/4315383328/sizes/l/ http://www.flickr.com/photos/koshalek/3611757158/in/photostream/
NEW YORK
http://www.flickr.com/photos/seadave/495002775/
http://www.flickr.com/photos/nycarthur/207146007/in/set-470796/
http://www.flickr.com/photos/loungerie/3029049309/
http://www.flickr.com/photos/nycarthur/206413799/in/set-470796/ http://www.flickr.com/photos/joao_trindade/4362414729/in/
photostream/?addedcomment=1#comment72157623658100227
http://www.flickr.com/photos/yourdon/3319429776/
http://www.flickr.com/photos/ndevil/3491395689/sizes/o/
http://www.flickr.com/photos/editor/113737996/sizes/m/
http://www.flickr.com/photos/tattoodjay/4151759270/
http://www.flickr.com/photos/ori/3165813156/sizes/m/
http://www.flickr.com/photos/zheem/2153364862/
http://www.flickr.com/photos/sharkbait/2459712888/ http://www.flickr.com/photos/watz/2902791328/
http://www.flickr.com/photos/johnwilliamsphd/4470080571/ http://spotcrime.com/fl/tampa
http://www.flickr.com/photos/87765855@N00/3105128025/
http://www.flickr.com/photos/audreyrobowen/4496996098/
http://www.flickr.com/photos/ezu/297634534/
http://www.flickr.com/photos/sshb/2912708983/sizes/l/