Popcast™ Digital Pop United States
Motionworks Popcast™ Digital Pop United States is a virtual representation of the population. A virtual person exists who is statistically representative of you and anyone else in the real population. You will not find an exact virtual copy of yourself within it, and because of this, it has the benefit of protecting individuals' privacy.
Jump down this page to:
- Read more about the methodology.
- Review the validation documentation
Data Dimensions
- Frequency Published once a year.
- Geographic coverage Summarizes residents of the U.S.
- Zone systems Residential locations reported as US Census block groups and US Census ZIP Code Tabulation Areas (ZCTAs).
- Date availability 2021, 2022, and 2023. For 2019 or 2020, reach out to our sales team for pricing.
- Latency Data are released before the end of the 1st Quarter (March 31) in the current year.
Schema
Motionworks delivers Popcast™ Digital Pop via Snowflake or can be delivered using a compressed flat file output (csv.gz) via cloud storage. The following describes the schema.
| Name | Description | Type | Example |
|---|---|---|---|
| year | Calendar year the digital population represents. | string | 2021 |
| geography_id | Geography reference where the person resides. For the United States, Census block groups are used as the primary geography. | string | US2010XXBG360610031001 |
| household_id | Unique identifier of the household constructed from the block group FIPS code, an underscore, and a unique number. Unique to year but may not be unique to the entire dataset. | string | 3606100310011646 |
| hhperson_id | Unique identifier of the person (household_id, underscore, a unique number for the person number in the household). Unique to year but may not be unique to the entire dataset. | string | 36061003100116461 |
| age | Age in years (up to 100). | integer | 26 |
| gender | Gender following the US Census Bureau's sex classification: m = male, f = female. |
string | f |
| race | Race following US Census Bureau classifications: white, black, native, asian, islander, other, multiple. |
string | multiple |
| hispanic | Hispanic origin following US Census Bureau classification. People who identify as Hispanic, Latino, or Spanish may be any race. | boolean | false |
| worker | Worker status using the US Census definition of worker in the American Community Survey. | boolean | true |
| language | Language spoken at home: english, spanish, other. |
string | english |
| marriage_status | Marriage status per US Census Bureau classification. | string | married |
| educational_attainment | Highest educational attainment per US Census Bureau classification. | string | bachelors |
| commute_to_work | Commute-to-work mode per US Census Bureau classification. | string | drove_alone |
| household_owner | True if the head of household owns the residence (vs. renting). | boolean | true |
| household_type | One of: household; institutional group quarters (e.g., correctional facilities, nursing homes); non-institutional group quarters (e.g., college dormitories, military barracks, group homes). |
string | institutional group quarters |
| household_size | The number of people living in the household. | integer | 4 |
| household_children | Presence of children (age less than 18) in the household. | boolean | true |
| household_income | Total household income (USD), adjusted for inflation in prior-year dollars. Missing values are null. | integer | 61743 |
| household_vehicles | Number of vehicles available to the household: 0 = 0 cars, 1 = 1 car, 2 = 2 cars, 3 = 3 cars, 4 = 4 or more cars. Missing values are null. |
integer | 2 |
| prizm_segment | Claritas PRIZM Segment to which the household belongs. Null for group quarters. Joinable directly to claritas_prizm_segment.prizm_segment. |
string | 54 |
| postal_code | Postal-code Geography reference where the person resides. For the United States, Census ZIP Code Tabulation Areas are used. Not all areas of the United States are covered by a ZIP Code in the Census ZCTA file; in those cases the value is null. | string | US2010ZCTA10007 |
| claritas_segments | A list of Claritas Consumer Segments to which the household belongs. Null for group quarters. | array<string> | [cp_f8a210, cp_5b7546] |
| vintage | Internal Motionworks identifier for the run process used to generate the Digital Population record. Format: YYYYMMDD_<commit-sha>; not a parseable datetime. |
string | 20220912_812c112 |
Validation
Methodology
A deep dive into the methodology and its benefits are available in the Synthetic Populations methodology documents. Motionworks uses Claritas Pop Facts to develop control totals for its Digital Population products.