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Presented by Health Systems Research 1601 Parkview Avenue Rockford, Illinois 61107 815.395.5639 May 20, 2011 Presented to Northern Illinois American Advertising Federation

Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

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Page 1: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Presented by

Health Systems Research1601 Parkview Avenue

Rockford, Illinois 61107815.395.5639

May 20, 2011

Presented to

Northern Illinois American Advertising

Federation

Page 2: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 3: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

2000 Population

278,418

2010 Population

295,266

Change + 16,848

Natural Increase

+15,536

Births + 40,556

Deaths - 25,020

Net Migration + 1,312International + 2,275Domestic -963

Source: Census Bureau 2010 Census, 2009 estimates, 2010 components estimated by HSR

Page 4: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

In-Migrants $38,903

Out-Migrants $41,765

Source: Internal Revenue Service

Page 5: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Winnebago

$111,216

Boone $136,770

Kane $189,563

McHenry $196,981

Cook $256,649

DuPage $279,994

Home prices are attractive for families in the Chicago area, even if they must commute.

Rockford area families find selling a home, then purchasing elsewhere to be difficult financially.

Low price may indicate low

demand.

Page 6: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

County

In-Migration From

Out-Migration ToNet

Migration

Number

Percent Number Percent2007-2008

Cook 1,314 12.9% 528 9.8% +786Boone 1,231 12.1% 463 8.6% +768Rock, WI 575 5.6% 285 5.3% +290McHenry 353 3.5% 111 2.1% +242Ogle 635 6.2% 295 5.5% +340Kane 414 4.1% 142 2.6% +272Stephenson

291 2.9% 159 3.0% +132

DuPage 254 2.5% 126 2.3% +128DeKalb 252 2.5% 113 2.1% +139Other 4,897 47.8% 3,175 58.9% +1,704Total 10,198 100.0% 5,387 100.0% +4,811Source: Internal Revenue Service, Statistics of Income for 2007-2008

Page 7: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Year

Winnebago County

City ofRockford

Vacant

Percent

Vacant

Percent

2010 10,464

8.3% 6,727 10.1%

2000 6,424 5.6% 4,412 6.9%1990 4,939 4.9% 3,307 5.7%1980 3,683 4.0% 2,448 4.5%

2000-2010 housing units+10.1%

2000-2010 population +6.1%

Page 8: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 9: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

New jobs being created are primarily in the services sector, but service jobs with lower wages and often without benefits are replacing manufacturing jobs.

Rockford industries have increasingly lost local control. Few corporate headquarters; no large firms have headquarters here. Lack “daily business air travel” to major cities.

Page 10: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Unemployment passed 20% in January 2010, has now “improved” to Winnebago County – 12.9%, Rockford – 14.2%. (March 2011)

The MSA has lost about 15,000 manufacturing jobs in the past decade and remains prone to severe cyclical swings. Manufacturing now at 26,500, was at 28,800 in March 2009. Still falling.

Second highest manufacturing proportion (25%) among larger counties in the nation (2004 ACS).

Page 11: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

“Largest employer” list is dominated by service industries such as education, health and government. These are sectors where we “tax ourselves.” They do not, in general, bring in dollars to build the economy.

Page 12: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Rank Employer

Employees Type

1. Rockford Public Schools 3,730Service

2. Rockford Health System 3,003Service

3. SwedishAmerican Health System 2,988

Service

4. Wal-Mart 2,750Service

5. OSF St. Anthony Medical Center 2,303

Service

6. Hamilton Sundstrand 2,200 Basic

7. Rockford Park District 1,739Service

8. Winnebago County 1,731Service

9. Chrysler 1,700 Basic10. United Parcel Service 1,600 BasicSource: Rockford Area Economic Development Council

Page 13: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 14: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Area

2000 Census

(data for 1999)

American

Community

Survey2005-2009

Change1999-2005/0

7Winnebago County $43,886 $46,882 +6.8%City of Rockford $37,667 $38,486 +0.2%United States $41,994 $51,425 +22.5%

Page 15: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Age Group

2000Census ACS

Change1999 2005/09

15-24 $25,519 $20,374 -$5,145

25-44 $48,289 $50,581 +$2,292

45-64 $55,764 $60,087 +$4,323

65+ $27,089 $30,817 +$3,728

WINNEBAGO COUNTYMEDIAN HOUSEHOLD INCOME: 1999 AND

2005/09BY HOUSEHOLDER AGE

Page 16: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Age Group

2000 Census ACS

Change1999 2005/09

White $45,915 $50,495+

$4,580

Black $28,228 $24,412 -$3,816

Asian $57,500 $63,548+

$6,048

Hispanic $38,823 $34,797 -$4,026

WINNEBAGO COUNTYMEDIAN HOUSEHOLD INCOME: 1999

AND 2005/09BY HOUSEHOLDER RACE/ETHNIC

Page 17: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Rockford metropolitan area per capita personal income (PCPI) as a percent of the U.S. PCPI has been on a continuous downward slide.

PCPI includes all wealth, not just earnings - but also dividends, interest, government programs.

YearPercent

ofU.S. PCPI

Metro

Rank2009 78% 2662000 90% 1431990 98% 971980 103% 79

Source: Bureau of Economic Analysis (BEA)

Page 18: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Only two Illinois metropolitan areas had a lower per capita personal income than Rockford for 2009. (BEA)

MetropolitanArea

Per Capita Personal Income

Chicago $43,727Springfield $40,109Peoria $39,568Decatur $38,991Bloomington-Normal

$38,818

Quad Cities $38,065Rockford $31,915Kankakee $31,359Danville $31,311

Page 19: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 20: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Lower income shoppers are the fastest growing income group in the Rockford area and nation.

In total, growth is outpacing higher income households.

Compared with other groups, budget-constrained shoppers:

Shop more frequently, but spend less per trip

Switch retailers and brands more often

Key groups – younger adults, single parents, elderly, minority

Page 21: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 22: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

PERSONAL INCOME SOURCES: 1998-2009

Source 2009 1998

Earnings 62% 69%

Dividends, interest, rent

16% 19%

Transfer (gov) receipts

21% 12%

Total 100.0% 100.0%

Source: Bureau of Economic Analysis

Page 23: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Nearly one in four persons (23.0%) are enrolled in Medicaid and related programs, 68,916 in 2009.

Of Winnebago County households 22,643 receive food stamps. (Nov. 2009)

Half (50.3%) of Winnebago County 2008 were to unmarried mothers, a predictor of poverty and “welfare”, Rockford – 57.6%.

Page 24: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 25: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Occupation

Winnebago County United States2005/2009 2000

Change

2005/2009 2000

Change

Management,professional

28.6%29.7

%-1.1% 34.8% 33.6%

+1.2%

Service16.7%

12.9%

+3.8% 16.9%

14.9%+2.0

%Sales and office

27.0%26.7

%+0.3% 25.6%

26.7%

-1.1%

Farming0.1%

0.2%

-0.1% 0.7%

0.7%---

Construction7.5%

8.6%

-1.1% 9.5%

9.4%+0.1

%Production, transportation

20.1%22.0

%-1.9% 12.5% 14.6% -2.1%

Page 26: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 27: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

The diversity increase from 1950-2010 has been significant for several groups.

1950–2010 GROWTH

Race/Ethnic

Numerical

Change

Black +34,147

Hispanic +29,008

Asian +6,617

Page 28: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

From 2000-2010, Winnebago County grew by 16,848 from 278,418 to 295,266.

Net growth was primarily composed of additional minority persons.

Numeric Pct. of Race/Ethnic Group Change GrowthWhite, non Hispanic -6,621 -39.3%Hispanic +12,971 77.0%Black +6,791 40.3%Asian +2,030 12.0%

From 2000-2010, growth was virtually all minority.

Page 29: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Race/Ethnic

2010 20002000-2010

Change

No. Pct. No. Pct. No. Pct.

White 214,196

72.5%

220,817

79.3%

-6,621

-3.0%

Black 35,358

12.0%

29,038

10.4%

6,320 +21.8%

Hispanic 32,177

10.9%

19,206

6.9% 12,971

+67.5%

American Indian 563 0.2% 584 0.2% -21 -3.6%

Asian/Pacific Isl.6,722 2.3% 4,795 1.7% 1,927

+40.2%

Multiple Races/Other

6,250 2.1% 3,978 1.4% -2,272

+57.1%

Total 295,266

100.0%

278,418

100.0%

16,848

+6.1%

Except for Hispanic, all races are non-HispanicSource: U.S. Census Bureau

Page 30: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

At the current growth rate, the county will have about 45,000 Hispanics by 2020 or one-seventh of the projected county population.

YearHispanicPopulatio

n1990 7,7712000 19,2062010 32,1772020 (est.)

45,148

Source: 1990-2010 Census Bureau2020 Health Systems Research

Hispanics population will be larger than the Black population.

Page 31: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Year(Sep

t. 30)

TotalEnroll-ment White Black

Hispanic Asian

Amer.

Indian

Multi-

Racial1

201027,09

7

9,56835.3%

8,08329.8

%

6,62624.5%

1,0083.7%

500.2%

1,758

6.5%

200026,04

7

13,340

51.2%

8,18431.4

%

3,67814.1%

8003.1%

450.2%

NotAvaila

ble1990

26,554

18,534

69.8%

5,97522.5

%

1,2754.8%

7432.8%

270.1%

198032,40

7

24,613

75.9%

6,38419.7

%

8662.7%

3671.1%

1770.5%

1Multiracial added as a category beginning 2004.Source: Rockford School District Fall Housing Report

Page 32: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Minority populations will continue to grow and constitute a larger proportion of the population.

“Hispanic Wave” continuing, though immigration may be slowing. Hispanic community established

Minority birth rates are much higher than white, non-Hispanic.

Young minority populations, median ages – white (39.7), Asian (34.5), Black (27.5), Hispanic (24.8). (2005/09 American Community Survey)

Page 33: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 34: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Family Type

Winnebago

CountyRockford

City

In family households

74,844 40,262

Married couple 62.9% 51.5%

Male single parent

6.2% 6.9%

Female single parent

30.1% 40.8%

Non-family household

0.1% 0.1%

Source: American Community Survey: 2005-2009

Page 35: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Race/Ethnic

MarriedCouple

SingleFemale

Grand-Parent

White 73.2% 14.0% 4.0%

Black 26.5% 49.5% 12.2%

Hispanic

60.7% 16.8% 5.8%

Asian 80.7% 6.8% 4.3%1Updated information not available

Page 36: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Group

Percent Low

IncomeDistrict 205 75.3%State 45.4%

High Schools (est.)

65.3%

Elementary (est.)

76.6%

Source: ISBE Report Card 2010

DEFINITION: Pupils age 3 to 17, inclusive, from families receiving Public Aid, living in institutions for neglected or delinquent children, being supported in foster homes with public funds, or eligible to receive free or reduced-price lunches. Free lunch is available if household income is below 130% of poverty, reduced price lunch under 185%.

Page 37: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Community Child PovertyRockford 38.9%Peoria 33.0%Chicago 30.8%Waukegan 24.5%Springfield 23.4%Cicero 22.6%Elgin 19.1%Aurora 17.3%Joliet 16.9%Naperville 4.2%Source: Census Bureau

American Community Survey: 2008-2009

Voices for Illinois Children, 2011

Page 38: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 39: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

80% currently graduate from Rockford high schools. (77% black, 77% Hispanic, 82% white) – according to the 2010 Report Card.

However, the Report Cards do not provide an accurate picture of the graduation rates.

Page 40: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Race/EthnicGend

er

Entered 9th Fall 2003

Graduated

June 2007

PercentGradua

tedWhite, non-Hispanic

Male 628 353 56.2%Female

570 374 65.6%

Black, non-Hispanic

Male 497 157 31.6%Female

508 246 48.4%

Asian/Pacific Islander

Male 44 27 61.4%Female

34 25 73.5%

HispanicMale 214 94 43.9%Female

220 106 48.2%

Total 2,718 1,386 51.0%Source: Fall Housing Report 2003

ISBE Graduates 2007

Page 41: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

PERCENT MEETING OR EXCEEDING STANDARDS

High School 2010 2009 2008 2007 2006 2005

Auburn 41.5%

42.3%

38.9%

38.1%

50.9%

51.4%

East 30.8%

31.8%

23.7%

23.9%

30.5%

22.7%

Guilford

39.0%

36.8%

38.3%

46.1%

46.6%

52.1%

Jefferson

27.8%

30.7%

28.2%

29.6%

34.9%

41.3%

District 35.2%

35.2%

33.6%

36.4%

41.8%

42.9%

State 53.0%

53.0%

52.5%

52.6%

54.3%

54.9%

Source: ISBE, Prairie State Achievement Examination

Page 42: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 43: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

The Rockford Area continues to trail the state and nation in residents with a Bachelor’s Degree.

Year

City ofRockfo

rd

Winn.Count

yIllinoi

s U.S.

2005 - 2009 (ACS)

19.9% 20.5%29.8%27.5%

2000 (Census) 19.8% 19.4%26.1%24.4%

Page 44: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Educational Attainment

UnitedStates

Winnebago

Differ-ence

Less than 9th grade 6.4% 5.6% -0.8%9th to 12th grade, no diploma

9.1% 10.7% +1.6%

HS Grad (includes GED) 29.3% 34.2% +4.9%

Some college, no degree

20.3% 21.5% +1.2%

Associate’s degree 7.4% 7.6% +0.2%

Bachelor’s degree 17.4% 13.6% -3.8%Grad or professional degree

10.1% 6.8% -3.3%

Percent HS graduate or higher

84.6% 83.8% -0.8%

Percent bach. degree or higher

27.5% 20.5% -7.0%

Source: American Community Survey

Few GENXers. Ages 25-39 with college degree comprise 1.2% of our population compared to 2.2% for the nation.

Page 45: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

For the first time, information is available on college enrollment for Rockford Public School 205 graduates in the first year after graduation.

DISTRICT 205 GRADUATESATTENDING COLLEGE: 2010

Area 2-Year 4-Year Total

District 30.0% 19.0% 49.0%

U.S. 28.0% 42.0% 70.0%

Source: Rockford District 205National Student Clearinghouse

Page 46: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing
Page 47: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Some elected officials and community leaders have contended that expansion of our social problems is being driven by “people from Chicago” coming to Rockford because the social services system is so good. Is this true?

Little evidence, mostly anecdotes about “people from Chicago.”

Of course people are coming from Chicago! Cook County has 5.3 million people, so certainly many come this way and Rockfordians move to Chicago. In other times, we would be proud that individuals are moving here.

Page 48: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

Movers tend to be low income, unemployed renters, those in poverty move more often.

Virtually all Illinois communities blame “Chicago” for social ills, supposedly because of their excellent social services. However, services are similar in all larger communities.

Why would low income persons choose the community with the highest unemployment?

Page 49: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing

These problems are our own – low educational attainment, crime and a declining economy.

Believing that social problems are generated by “Chicagoans” is counterproductive, keeping us from improving locally and seeking solutions.

Blaming social services comes at a time of increasing needs and reduced support. A strong set of services is essential.

Page 50: Changing Rockford Demographics 2011: The Meaning for Advertising and Marketing