Motionworks Popcast™ at Home provides the population total at any geographic region from Census Block Groups and Postal Codes to States, Metropolitan Areas, and DMAs. Users may pick from common Population Segments syndicated by Motionworks or mix and match any demographics or consumer segments to create their own.

Data Dimensions

• Frequency Published annually, following each Popcast™ Digital Pop release; new Population Segments are included in the next publication cycle.
• Geographic coverage Summarizes residents of the United States.
• Zone systems Every Population Segment is summarized for US Census block groups (both 2010 and 2020 vintages), ZIP Code Tabulation Areas, counties, metropolitan and micropolitan statistical areas, metro divisions, states, DMAs, and the nation as a whole. See Geographic Definitions for the geography references themselves.
• Date availability 2022 through 2026. For earlier years, reach out to our sales team for pricing.
• Latency Data for new Population Segments are included in the next publication cycle.

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Aggregating Across Geographies

Every geography type shares the single geography_id column, and the geography types overlap: a person is counted once in their block group, again in their ZIP Code Tabulation Area, again in their county, and so on. Block groups are also published in both 2010 and 2020 vintages, which cover the same residents twice.

Filter to one geography type — and one block group vintage — before summing, or use the pre-aggregated row for the larger geography. The first ten characters of geography_id identify the type (for example US2020XXBG for 2020 block groups, US2020ZCTA for ZIP Code Tabulation Areas, US2020STCO for counties).

Schema

Motionworks delivers Popcast™ at Home via Snowflake or can be delivered using a compressed flat file output (csv.gz) via cloud storage. The following describes the schema.

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Group Quarters and the Population Totals

all_persons counts every resident of the geography, including residents of institutional group quarters such as correctional facilities and nursing homes. hh_persons counts residents of households and gq_persons counts residents of non-institutional group quarters such as college dormitories and military barracks.

Institutional group quarters is not broken out as its own column, so hh_persons + gq_persons is less than all_persons. The same relationship holds for the household columns.

Each group quarters resident is modeled as their own household, so gq_households and gq_persons are equal by construction.

Customer-level attributes (customer_id, customer_name, customer_segment_id, customer_segment_name) are not stored on the fact and are recovered by joining motionworks_segment_id to Motionworks Segments.