Magazine article Marketing

Row Looms over Too 'Costly' Census Data

Magazine article Marketing

Row Looms over Too 'Costly' Census Data

Article excerpt

The latest Government proposals for charging for the long-delayed 1991 census data have sent shock waves through the geodemographics industry. They could quadruple the costs to marketers of buying a national geodemographics directory such as Acorn or Pinpoint.

Commercial use of geodemographics has mushroomed since the previous census in 1981.

Based on the idea that where people live says a lot about their lifestyles, it is used to improve the targeting of mailshots, store locations, and so on.

Companies such as CACI (Acorn), CCN, CDMS and Pinpoint have used the Census data and other information to classify districts down to individual post code areas. The cost of buying such a directory is currently around |pounds~10,000, although the price has been falling.

The Office of Population Censuses and Surveys (OPCS) has now suggested that it should receive |pounds~30,000 for every directory sold. But a spokesperson adds that the OPCS is anxious to reach an agreement that is fair to everyone, and is considering the industry's objections. …

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