Acorn DataPlus
Acorn is a geodemographic profiling
data set that is based on data from the national Census.
It is collected every ten years and therefore only radically
changes every decade when it is reclustered.
In November 2003 CACI launched
its new version of ACORN data. Based on the 2001 Census,
it has been updated by CACI to more accurately reflect
society today. These changes improve ACORN’s ability
to build targeted marketing systems, making it a much
more powerful discriminator.
Consumer behaviour has changed over the past decade,
and the new ACORN takes into account these key shifts.
- As the wealth of the nation increases and borrowing
gets easier, car ownership has risen and more people
commute by car.
- More consumers are asset rich, with a growth of
20% of homeowners having paid off their mortgages.
- Conversely there is much less unemployment.
- New building has increased with more detached and
semi-detached properties. There are now different
types of people living in traditional housing.
- The workplace is now more flexible, illustrated
by an increase in people working from home.
- The population is becoming more educated and the
number of students has nearly doubled.
- Family structure is changing, with significant growth
in single parents. Despite an increase of grown-up
children remaining in the family home, there are more
“empty nester” consumers than ever before
as older couples become free of the financial responsibility
of schoolchildren.
- We are seeing a significant growth of the very elderly,
the population is getting older
This new ACORN data set is now available for all compatible
QuickAddress products.
For more information please visit the CACI
Acorn website.
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