SOURCE: ACXIOM CORPORATION

December 22, 2008 22:45 ET

Acxiom Offers Universities and Media Free Access to Consumer Demographic Research Portal

Site Provides Quick and Easy Look at U.S. Population Information and Consumer Demographic Characteristics

LITTLE ROCK, AR--(Marketwire - December 22, 2008) - Acxiom® Corporation recently announced the launch of ConsumerResearchSite.com, a repository of consumer data useful for conducting research through an online portal. The site was designed for media professionals, academics and others whose research could benefit from the wealth of market segmentation data collected by Acxiom and the Gadberry Group.

The centerpiece of the consumer data is delivered by Acxiom's PersonicX®, a system that segments U.S. households into life-stage groups and 70 smaller clusters based on specific consumer behavior and demographic characteristics.

"The data available on this site can be a powerful research tool to enrich the understanding of where and how Americans live," said Ray Kraus, product manager of Acxiom. "We're eager to share this data with reporters and academics, who we believe will greatly benefit from Acxiom's vast knowledge of consumer insight."

With the site's demographic distribution analysis, one can run household-level demographic segmentation reports by U.S. city. The report permits users to determine which clusters and/or life stages the households in a given city fall under based on either total number or percentage.

If the researcher selects a certain city and state, a map of that city appears along with the number of households segmented by five PersonicX life stages: youth, career builder, earning years, late careers or retirement. The population is further segmented into 21 PersonicX Life Stage Groups. For example, when Aurora, Illinois is selected, the data shows the largest number of Aurora residents (5,530) are in the "Jumbo Families" life stage group. The smallest group is the "Mature Rustics," with 90 residents.

The four clusters of "Jumbo Families" are the most prolific of all clusters. People in this group share a mean age of 40-plus, and fall in the top 10 clusters for the average number of kids per household. They also have above-average college educations and household incomes. Being relatively mobile, they do not have sufficient residential tenure to build up much home equity, and therefore have a lower net worth than some of the other clusters.

Acxiom and the Gadberry Group are making this information available to academia and the media in exchange for source attribution, should the data be used in shared or published research findings.