Open Census MCP Server

Understanding and Using American Community Survey Data What the Business Community Needs to Know Issued October 2020 Acknowledgments Linda A. Jacobsen, Vice President, U.S. Programs, Population Reference Bureau (PRB), and Mark Mather, Associate Vice President, U.S. Programs, PRB, drafted this handbook in partnership with the U.S. Census Bureau’s American Community Survey Ofce. Other PRB staf who assisted in drafting and reviewing the handbook include Lillian Kilduf and Paola Scommegna. Some of the material in this handbook was adapted from the Census Bureau’s 2008 publication, A Compass for Understanding and Using American Community Survey Data: What the Business Community Needs to Know, drafted by Kenneth Hodges. American Community Survey data users who provided feedback and case studies for this handbook include: Marcela Alvarez, Kirby Brady, Rob Galbraith, Svenja Gudell, Kenneth Hodges, Aaron Terrazas, and Stephen Tordella. Nicole Scanniello, Gretchen Gooding, and Charles Gamble, Census Bureau, contributed to the planning and review of this handbook series. The American Community Survey program is under the direction of Albert E. Fontenot Jr., Associate Director for Decennial Census Programs, Deborah M. Stempowski, Assistant Director for Decennial Census Programs, and Donna M. Daily, Chief, American Community Survey Ofce. Other individuals from the Census Bureau who contributed to the review and release of these handbooks include: Andrew Hait, Michael Starsinic, Janice Valdisera, Edward Welniak, and Ellen Wilson. Faye Brock, Linda Chen, and Christine Geter provided publication management, graphic design and composition, and editorial review for print and electronic media under the direction of Janet Sweeney, Chief of the Graphic and Editorial Services Branch, Public Information Ofce. Understanding and Using American Community Survey Data What the Business Community Needs to Know Issued October 2020 U.S. Department of Commerce Wilbur Ross, Secretary Karen Dunn Kelley, Deputy Secretary U.S. CENSUS BUREAU Steven Dillingham, Director Suggested Citation U.S. Census Bureau, Understanding and Using American Community Survey Data: What the Business Community Needs to Know, U.S. Government Publishing Ofce, Washington, DC, 2020. U.S. CENSUS BUREAU Steven Dillingham, Director Ron Jarmin, Deputy Director and Chief Operating Ofcer Albert E. Fontenot Jr., Associate Director for Decennial Census Programs Deborah M. Stempowski, Assistant Director for Decennial Census Programs Donna M. Daily, Chief, American Community Survey Ofce Contents 1. How Businesses Use ACS Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 2. ACS Data Products for Business Uses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 3. Case Studies Using ACS Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 4. Additional Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Understanding and Using American Community Survey Data iii iii What the Business Community Needs to Know U.S. Census Bureau This page is intentionally blank. UNDERSTANDING AND USING AMERICAN COMMUNITY SURVEY DATA: WHAT THE BUSINESS COMMUNITY NEEDS TO KNOW Suppose a restaurant owner wants to determine the best location to start a new franchise. Managers at an engineering frm want to expand their business but need more information about the local workforce. A clothing retailer needs information about potential cus- tomers before opening a new store, distribution center, or warehouse. Where can businesses fnd the data they need to make informed decisions? The U.S. Census Bureau’s American Community Survey (ACS) provides corporations, small businesses, and individuals the detailed social, economic, housing, and demographic data they need to gauge the sales poten- tial of products and services, better understand the workforce, and set strategies for growth. This guide provides a brief overview of how businesses are using ACS data to stay competitive, run efciently, and meet customers’ needs. For many business appli- cations, the focus is not on the ACS data themselves but on marketing products built from them. Many third-party data providers incorporate ACS data into business-friendly products, maps, and reports that help businesses with site selection, consumer segmentation, inventory and category management, and other strate- gies. But whether the focus is on ACS data accessed from the Census Bureau’s Web site or derived, third- party products, business users should be aware of the opportunities and challenges presented by ACS data—particularly when working with data for small geographic areas. What Is the ACS? The ACS is a nationwide survey designed to provide communities with reliable and timely social, economic, housing, and demographic data every year. A sepa- rate annual survey, called the Puerto Rico Community Survey (PRCS), collects similar data about the popu- lation and housing units in Puerto Rico. The Census Bureau uses data collected in the ACS and the PRCS to provide estimates on a broad range of population, housing unit, and household characteristics for states, counties, cities, school districts, congressional districts, census tracts, block groups, and many other geo- graphic areas. The ACS has an annual sample size of about 3.5 million addresses, with survey information collected nearly every day of the year. Data are pooled across a calen- dar year to produce estimates for that year. As a result, ACS estimates refect data that have been collected over a period of time rather than for a single point in time as in the decennial census, which is conducted every 10 years and provides population counts as of April 1 of the census year. ACS 1-year estimates are data that have been col- lected over a 12-month period and are available for geographic areas with at least 65,000 people. Starting with the 2014 ACS, the Census Bureau also produces “1-year Supplemental Estimates”—simplifed versions of popular ACS tables—for geographic areas with at least 20,000 people. The Census Bureau combines 5 consecutive years of ACS data to produce multiyear estimates for geographic areas with fewer than 65,000 residents. These 5-year estimates represent data col- lected over a period of 60 months. For more detailed information about the ACS—how to judge the accuracy of ACS estimates, understand- ing multiyear estimates, knowing which geographic areas are covered in the ACS, and how to access ACS data on the Census Bureau’s Web site—see the Census Bureau’s handbook, Understanding and Using American Community Survey Data: What All Data Users Need to Know.1 1 U.S. Census Bureau, Understanding and Using American Community Survey Data: What All Data Users Need to Know, <www.census.gov/programs-surveys/acs/guidance/handbooks /general.html>. Understanding and Using American Community Survey Data 1 1 What the Business Community Needs to Know U.S. Census Bureau 1. HOW BUSINESSES USE ACS DATA Using ACS Estimates for Site Selection Businesses need up-to-date information about their potential customers before creating a new business or expanding an existing one. Site selection—the evalua- tion of business needs measured against the merits of potential locations—is a complex process that requires detailed information about local communities. As the premier source of social, economic, housing, and demographic estimates for local areas, the American Community Survey (ACS) provides businesses with a wealth of free information that they can use for select- ing a new location or for evaluating the performance of existing locations: • Social and economic characteristics (e.g., educa- tional attainment, employment status, language spoken at home, and income). • Housing characteristics (e.g., homeownership, housing costs, average household size, age of housing, and computer/Internet use). • Demographic characteristics (e.g., age, sex, and family structure). Many businesses also need workers with specifc degrees and need to know where those workers live, how long it takes them to get to work, and whether they drive or take public transportation. The ACS provides detailed information about the population and workforce in local communities that can help busi- nesses choose appropriate locations for a new store, ofce, or warehouse, including: • Labor force status (e.g., employment, unemploy- ment, and full-time/part-time status). • Means of transportation to work and travel time to work. • Income and occupation (e.g., household income, earnings, occupation, and industry). • Education (e.g., highest level of education and feld of bachelor’s degree). Some businesses analyze ACS data directly to inform decisions about site selection, but third parties often help businesses access the ACS data that they need. For example, the Greater Houston Partnership uses ACS data to help businesses understand how Houston’s population is changing and to encourage economic development.2 In Maryland, the Charles 2 U.S. Census Bureau, Stats in Action: Greater Houston Partnership Uses ACS Data, 2011, <www.census.gov/library/video/sia_greater _houston.html>. County Department of Economic Development ana- lyzes ACS data to help local businesses make informed decisions that could increase sales, add jobs, and expand operations.3 The U.S. Census Bureau’s State Data Centers can also help businesses access ACS and other data for decision-making.4 Because ACS data for small geographic areas (such as census tracts, which generally have a population size between 1,200 and 8,000 people) are only available in the form of 5-year estimates, many businesses rely on proprietary single-year estimates and 5-year demo- graphic projections for these areas provided by private sector marketing information frms. For example, to select the best site for expansion, a business may pre- fer to analyze estimates of the number of households with children for block groups (statistical divisions of census tracts that typically contain between 600 and 3,000 people) in 2019 combined with projections of the number of such households in 2024, rather than rely on ACS estimates of households with children in 2014–2018. Single-year estimates are particularly important for areas experiencing recent growth or decline, but year-to-year changes are difcult to dis- cern with 5-year estimates. While most private-sector data suppliers acknowledge the use and value of ACS data in the production of their proprietary demo- graphic estimates and projections, many businesses that use these data are unaware of the important con- tribution of ACS estimates to these products. For more information about ACS multiyear esti- mates, see the section on “Understanding and Using ACS Single-Year and Multiyear Estimates” in the Census Bureau’s handbook, Understanding and Using American Community Survey Data: What All Data Users Need to Know.5 Using ACS Estimates for Consumer Segmentation ACS estimates are also used for consumer segmen- tation—the process of dividing potential customers into groups, or segments, based on their distinctive characteristics. Consumer segmentation data provide businesses with unique insights into customer lifestyles and behaviors, and how they vary across diferent communities. They help businesses fnd their “ideal 3 Charles County Department of Economic Development Charles County by the Numbers, <www.meetcharlescounty.com/charles -county-by-the-numbers/>. 4 U.S. Census Bureau, State Data Center (SDC) Program, <www.census.gov/about/partners/sdc.html>. 5 U.S. Census Bureau, Understanding and Using American Community Survey Data: What All Data Users Need to Know, <www.census.gov/programs-surveys/acs/guidance/handbooks /general.html>. 2 Understanding and Using American Community Survey Data 2 What the Business Community Needs to Know U.S. Census Bureau customers” and determine the best ways to market specifc products and services to them. Community segmentation profles can also help businesses under- stand why some existing or potential locations may perform better than others. Consumer segmentation systems are widely used in the private sector because they enable more precise identifcation and targeting of potential customers than demographic data alone. Data are often provided for very small geographic areas—such as ZIP codes— and may be derived from a combination of ACS esti- mates and data from other public and private sources.6 However, given the proprietary nature of these sys- tems, the exact role of ACS data in the production of these systems is unclear. For more information about how businesses use ACS data, see the U.S. Department of Commerce report The Value of the American Community Survey: Smart Government, Competitive Businesses, and Informed Citizens.7 Using ACS Estimates for Small Geographic Areas Businesses often need data for very small areas, and the ACS is the most authoritative source of annual small-area estimates available. However, because the ACS is based on a sample, rather than on all hous- ing units and people, ACS estimates have a degree of uncertainty associated with them, called sampling error. TIP: Sampling error is minimal for large geographic areas and population groups, but there may be large errors associated with estimates based on a small subset of the sample. The suitability of ACS estimates for businesses depends on the application and the level of certainty required. Some businesses may use ACS estimates for individual block groups or markets consisting of one or a few block groups. For example, a fast-food business might consider the size and characteristics of the population in a three-block group area to be critical to the success of a location. However, ACS estimates on age, income, and employment may be too uncertain to support a decision to establish a franchise at that location. Data users should examine the margins of error (MOEs) reported for the geographic areas they use to gauge 6 See, for example, Esri, Tapestry Segmentation, <www.esri.com /landing-pages/tapestry>; and Claritas, ZIP code Look-up, <https://claritas360.claritas.com/mybestsegments/#zipLookup>. 7 U.S. Department of Commerce, Economics & Statistics Administration, 2015, The Value of the American Community Survey: Smart Government, Competitive Businesses, and Informed Citizens, <www.commerce.gov/news/reports/2015/05/value-american -community-survey-smart-government-competitive-businesses -and>. the level of uncertainty involved. If geographic areas are aggregated together, data users should calculate and examine the MOE for the derived estimate. Many third-party data suppliers do not report MOEs with their ACS-based estimates and may further adjust ACS estimates to match single-year population and housing unit control totals. Therefore, the uncertainty around these custom estimates may be considerably greater than that of the original ACS estimates from which they are derived. In the absence of data on individual consumers, businesses may sometimes use block group charac- teristics as a proxy. For example, a publisher might have the name, address, and billing history of current subscribers to one magazine but need to append income, presence of children, and education data to these subscriber records to target prospects for a new publication. Because each subscriber’s address cor- responds to a block group, the publisher might infer these characteristics based on the characteristics of the block groups where subscribers live. This approach is error prone even if block group data are perfectly accurate, and the error associated with ACS estimates adds additional uncertainty. For these reasons, many businesses tap the resources of household-level databases that are available from commercial suppliers. These databases have their own errors and often include a limited number of variables, so the temptation to use the characteristics of indi- vidual block groups persists. However, ACS estimates for block groups have a high degree of uncertainty. The ACS might indicate that 58 percent of households in a block group have a child when the (unknown) reality is only 29 percent. Clearly, it would be a mistake to market to this block group as one with many children. But marketing eforts are not confned to a single block group, and a busi- ness might conclude that, across thousands of block groups, inferences of this type might work well enough to outperform alternatives such as targeting based on county data or untargeted blanket mailings. It is up to individual businesses to know the requirements of their applications, and to understand the limitations of ACS data before committing to applications of this type. For more information about sampling error in the ACS, see the chapters on “Understanding Error and Determining Statistical Signifcance” and “Calculating Measures of Error for Derived Estimates” in the Census Bureau’s handbook, Understanding and Using American Community Survey Data: What All Data Users Need to Know.8 8 U.S. Census Bureau, Understanding and Using American Community Survey Data: What All Data Users Need to Know, <www.census.gov/programs-surveys/acs/guidance/handbooks /general.html>. Understanding and Using American Community Survey Data 3 What the Business Community Needs to Know 3 U.S. Census Bureau Using ACS Data on Population and Housing Counts Many businesses, such as commercial developers, seek areas of rapid population and housing growth for their untapped potential and attractive demographics. which may lead to errors in the population and hous- ing unit estimates. In such cases, data users are again encouraged to rely more upon noncount statistics, such as percent distributions or averages. Many busi- nesses also rely on third-party private organizations to provide them with value-added ACS data for these small geographic areas. TIP: Data users need to understand that the ACS was designed to provide estimates of the characteristics of the population, not to provide counts of the population in diferent geographic areas or population subgroups. For more information about ACS methods, visit the Census Bureau’s Design and Methodology Report Web page.12 Using ACS Estimates as Building Blocks for Larger Geographic Areas Applications that use small areas as building blocks to form business-specifc trade areas should be well served by ACS data. Companies may use data supplied by private organizations to examine demographic data for custom areas such as 3-mile radii around store locations, 20-minute drive times to bank branches, or telecommunications service areas. In some cases, data users will need to construct cus- tom ACS estimates by combining data across multiple geographic areas or population subgroups, or it may be necessary to derive a new percentage, proportion, or ratio from published ACS data. TIP: One way to address the issue of unreliable esti- mates for individual census tracts or block groups is to aggregate geographic areas, yielding larger samples and more reliable estimates. In such cases, additional calculations are needed to produce MOEs and standard errors (SEs), and to conduct tests of statistical signifcance for the derived estimates. For more information, see the section on “Calculating Measures of Error for Derived Estimates” in the Census Bureau’s handbook, Understanding and Using American Community Survey Data: What All Data Users Need to Know.13 Therefore, data users are encouraged to rely more upon noncount statistics, such as percent distributions or averages, when using ACS estimates. The Census Bureau’s Population Estimates Program produces and disseminates the ofcial estimates of the population for the nation, states, counties, cities and towns, and estimates of housing units for states and counties.9 For 2010 and other decennial census years, the decennial census provides the ofcial counts of population and housing units.10 As with most household surveys, the ACS data are controlled so that the numbers of housing units and people in certain categories agree with the Census Bureau’s ofcial estimates from the Population Estimates Program. The ACS uses a weighting method to ensure that ACS estimates are consistent with of- cial Census Bureau population estimates by age, sex, race, and Hispanic origin—as well as with estimates of total housing units. ACS estimates are controlled to ofcial population and housing units at the county level. ACS single-year estimates are controlled to pop- ulation and housing unit estimates as of July 1 of the survey year, while ACS 5-year estimates are controlled to the average of the July 1 population and housing unit estimates over the 5-year period.11 Starting with the 2009 survey, ACS estimates of the total population of incorporated places (self-governing cities, towns, or villages) and minor civil divisions (such as townships) are also adjusted so that they are con- sistent with ofcial population estimates. However, ACS data for small statistical areas (such as census tracts and block groups) have no control totals, 9 Census Bureau, Population and Housing Unit Estimates, <www.census.gov/programs-surveys/popest.html>. 10 See, for example, the U.S. Census Bureau, Census of Population 12 U.S. Census Bureau, American Community Survey Design and and Housing, CPH-2, Population and Housing Unit Counts report series, <www.census.gov/prod/www/decennial.html>. Methodology Report, <www.census.gov/programs-surveys/acs /methodology/design-and-methodology.html>. 11 In order for the ACS to make use of the best available population estimates as controls, the multiyear weighting uses the population estimates of the most recent vintage—or version—for all years in the period in order to derive the multiyear controls. 13 U.S. Census Bureau, Understanding and Using American Community Survey Data: What All Data Users Need to Know, <www.census.gov/programs-surveys/acs/guidance/handbooks /general.html>. 4 Understanding and Using American Community Survey Data 4 What the Business Community Needs to Know U.S. Census Bureau 2. ACS DATA PRODUCTS FOR BUSINESS USES Census Business Builder In September 2015, the U.S. Census Bureau launched a new data product for the business community: Census Business Builder.14 As its name implies, Census Business Builder is designed for users needing data to help start or grow a business or to better understand an area’s business landscape. The data can be used in determining potential locations for new businesses or in creating a business plan for investors. There are two editions of Census Business Builder: the Small Business Edition and the Regional Analyst Edition.15 The Small Business Edition was developed primarily for small business owners who need data for their busi- ness plans or to better understand their potential mar- ket, but large businesses can also fnd data for their industries by using the Search tool. The tool includes the following data: • Social, economic, housing, and demographic data from the ACS. • Business data from the County Business Patterns, Nonemployer Statistics, the Economic Census, and the Survey of Business Owners. • Labor force data from the Quarterly Workforce Indicators program. 14 U.S. Census Bureau, Census Business Builder (CBB), <www.census.gov/data/data-tools/cbb.html>. 15 U.S. Census Bureau, Census Business Builder: Small Business Edition - 3.1.0, <https://cbb.census.gov/sbe/#>; and Regional Analyst Edition - 3.1.0, <https://cbb.census.gov/rae/#>. • Employment and Wages data from the Bureau of Labor Statistics’ Quarterly Census of Employment and Wages. • Imports and Exports data from the International Trade program. • Consumer spending data from Esri (a company that provides GIS mapping software). • Farms data from the Census of Agriculture, USDA. In July 2017, a new feature was added that allows users to upload and map their own data. More information about uploading data and instructions are available on the Census Business Builder Web page.16 The Small Business Edition provides easy access to information about potential customers and similar businesses. For example, the map and data dashboard displayed in Figure 2.1 present information about the share of adults with a bachelor’s degree or higher in Fairfax County, Virginia, and other counties in the Washington, DC, area combined with other social, eco- nomic, and housing data from the ACS and data on the total number of Systems Design establishments (busi- nesses providing IT expertise). The variable displayed on the map can be changed using the Map Variables menu on the top toolbar, and the Filter menu allows the user to identify specifc areas that meet their own criteria. Data in the map can be downloaded as an Excel, .csv, or shapefle using the download button located in the upper right corner of the map. 16 U.S. Census Bureau, Census Business Builder (CBB), <www.census.gov/data/data-tools/cbb.How_Tos.html>. Why this tool may be right for you Why you may want to consider another tool You want to open a new business or expand an existing business. The data are limited to states, counties, places, ZIP codes, and census tracts. The tool combines American Community Survey (ACS) data with economic data to guide your research. Results include only a subset of all ACS topics. Interactive maps allow you to select areas and compare results to those of neighboring areas. Reports are downloadable and printable. Understanding and Using American Community Survey Data 5 What the Business Community Needs to Know 5 U.S. Census Bureau The interactive and customizable dashboard includes charts that show historical data for many of the mapped data variables as well as a comparison of the selected area to the state and nation (see Figure 2.2). Users can change map variables in the dashboard by clicking the edit icons (pencils) located below each statistic on the right side of the dashboard. After exploring the data on the map, users can also create Local Business Profle reports (by clicking the Create Report link) that include all the map variables. Figure 2.1. Sample Map From Census Business Builder: Small Business Edition Source: U.S. Census Bureau, Census Business Builder: Small Business Edition - 3.0, <https://cbb.census.gov/sbe/#>. Figure 2.2. Sample Dashboard From Census Business Builder: Small Business Edition Source: U.S. Census Bureau, Census Business Builder: Small Business Edition - 3.0, <https://cbb.census.gov/sbe/#>. 6 Understanding and Using American Community Survey Data 6 What the Business Community Needs to Know U.S. Census Bureau Users can click on “My Potential Customers” on the left side of the page to display demographic, socio- economic, and housing estimates for the selected geographic area (see Figure 2.3). Reports are also available on Businesses and Consumer Spending. Users can display margins of error for estimates by checking the box at the top of the page. The demographic and consumer spending data are available at the state, county, city/town, ZIP code, and census tract levels; economic data are available at the state, county, and city/town levels; and agriculture and trade data are available at the state level only. The “ZIP code” data in Census Business Builder com- bine ZIP code Tabulation Area (ZCTA) data from the ACS with ZIP code data from other sources. ZCTAs are aggregations of census blocks that form “generalized areal representations of United States Postal Service (USPS) ZIP code service areas.”17 Many businesses use data for ZIP codes to design marketing campaigns 17 U.S. Census Bureau, ZIP code Tabulation Areas (ZCTAs), <www.census.gov/programs-surveys/geography/guidance/geo-areas /zctas.html>. based on the characteristics of people living in difer- ent mail delivery areas. USPS ZIP codes represent a collection of mail delivery routes rather than geographic areas with clear bound- aries. While ZIP codes for sets of mailing addresses may be changed every year by USPS, the Census Bureau only updates ZCTA defnitions periodically. For example, the most recent ZCTA defnitions are from 2010. In contrast, many private data suppliers update their ZIP code defnitions/areas at least once a year. The Regional Analyst Edition of Census Business Builder was developed primarily for chambers of commerce, regional planners, and others who need a broader portrait of the people and businesses in their service area. It presents data for all sectors of the economy and for user-defned regions based on com- binations of states, counties, cities/towns, ZIP codes, and tracts. You can also build regions by combining diferent types of geographic areas. Figure 2.3. Sample Local Business Profle From Census Business Builder: Small Business Edition Source: U.S. Census Bureau, Census Business Builder: Small Business Edition - 3.0, <https://cbb.census.gov/sbe/#>. Understanding and Using American Community Survey Data 7 What the Business Community Needs to Know 7 U.S. Census Bureau A sample map showing the percentage of individuals with a bachelor’s degree or higher for the Washington, DC Metro area that was created with the Regional Analyst Edition is shown in Figure 2.4. data.census.gov and obtain selected Detailed Tables, Data Profles, and Subject Tables for the Sioux City, Omaha, and Lincoln metropolitan areas to determine which area is the best candidate for an initial expansion. The Regional Analyst Edition includes the same interactive and customizable data dashboard, down- load options, and map features as the Small Business Edition. Data.census.gov and Other Data Sources Businesses with occasional or limited data needs will be well served by the prepackaged ACS data prod- ucts available through data.census.gov—the Census Bureau’s primary tool for accessing data from the ACS, the Puerto Rico Community Survey, the decen- nial census, and many other Census Bureau data sets.18 Data.census.gov provides access to ACS data for a wide range of geographic areas, including states, cities, counties, census tracts, and block groups. Many ACS products available through data.census.gov function best as a lookup tool. If data users have a few areas in mind and want specifc data and maps for those areas, they can access the relevant ACS product. For example, a small Des Moines-based retailer could go to 18 U.S. Census Bureau, data.census.gov, <https://data.census.gov>. Other business users may need to access ACS esti- mates for many geographic areas across the country. For example, a real estate frm could download ACS data every year to help monitor the demographics in a large number of sites defned as aggregations of block groups. A fnancial services provider with data on the age and mortgage status of its customers might use ACS Public Use Microdata Sample data to build a model estimating the likelihood that its customers have children approaching college age. Or a business might use ACS data on housing costs as a percentage of income to identify neighborhoods where homeowners face difculty in making house payments. These more advanced users also have several options to access more detailed ACS data through download- able Summary Files, the Public Use Microdata Sample Files, or the Census Bureau’s Application Programming Interface (API).19 19 U.S. Census Bureau, American Community Survey (ACS), Summary File Data, <www.census.gov/programs-surveys/acs/data /summary-fle.html>; American Community Survey (ACS), Accessing PUMS Data, <www.census.gov/programs-surveys/acs/microdata /access.html>; Developers, <www.census.gov/developers/>. Figure 2.4. Sample Map From Census Business Builder: Regional Analyst Edition Source: U.S. Census Bureau, Census Business Builder: Regional Analyst Edition - 3.0, <https://cbb.census.gov/rae/#>. 8 Understanding and Using American Community Survey Data 8 What the Business Community Needs to Know U.S. Census Bureau 3. CASE STUDIES USING ACS DATA Case Study #1: San Diego Region: City Data Profle Skill Level: Introductory/Intermediate Subject: County- and city-level demographic and socioeconomic data Type of Analysis: Analysis and visualization of American Community Survey (ACS) data trends across the nation, state, county, and subcounty areas Tools Used: Data.census.gov, spreadsheet, data visualization tools Authors: Marcela Alvarez, Research Coordinator, San Diego Regional Economic Development Center (EDC); and Kirby Brady, Research Director, San Diego Regional EDC San Diego Regional Economic Development Corporation (EDC) uses a multitude of publicly available data sets coupled with visualization software to create powerful economic development tools that provide clarity and insight into the region’s demographic and economic landscape. As part of a greater initiative to uncover and highlight subregional trends within the county, EDC produced a demographic and socioeconomic profle for the City of San Marcos, California. This profle and accompanying online interactive dashboard were created to bet- ter inform business leaders, other decision makers, and the public about the city’s social, economic, and demo- graphic characteristics. City-level data can be compared with data for the county, state, and nation to provide additional context. We used data from the U.S. Census Bureau’s American Community Survey (ACS) and Longitudinal Employer- Household Dynamics (LEHD) program to inform parts of the profle (see Table 3.1). The Census Bureau releases single-year ACS data for geographic areas with 65,000 people or more. Since the City of San Marcos—the small- est geographic area under consideration—meets this threshold, we were able to use 1-year estimates throughout the analysis. EDC recognizes that all estimates have an associated level of uncertainty. However, after careful consideration, margins of error were not included in the profle. Other data sources used in the profle include the San Diego Association of Governments, Emsi (a labor market analytics frm), the State of California Employment Development Department, and ReferenceUSA. Table 3.1. List of Key Variables and Data Sources Variable Median household income Population below poverty level Educational attainment Field of bachelor ’s degree Median income by industry Work destination Distance to work Data Set ACS 1-Year Estimates ACS 1-Year Estimates ACS 1-Year Estimates ACS 1-Year Estimates ACS 1-Year Estimates LEHD OnTheMap LEHD OnTheMap Understanding and Using American Community Survey Data 9 What the Business Community Needs to Know 9 U.S. Census Bureau To obtain the desired data, use the data.census.gov “Advanced Search” option, as follows: • Go to the data.census.gov Web site at <https://data.census.gov>. • Select “Advanced Search” below the search bar (see Figure 3.1). Figure 3.1. Selecting Advanced Search in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. 10 Understanding and Using American Community Survey Data 10 What the Business Community Needs to Know U.S. Census Bureau • Select “Geography” in the navigation pane on the left side of the screen to display a list of available geog- raphies (see Figure 3.2). • Select “Place,” then “California.” From here, you can scroll to select “San Marcos city, California” or you can use the magnifying glass icon to search for places within California. This geography will appear in the “Selected Filters” at the bottom of the page. Figure 3.2. Selecting Geographic Areas in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. Understanding and Using American Community Survey Data 11 11 What the Business Community Needs to Know U.S. Census Bureau • Use the Geography flter to add the United States, California, and San Diego County to your selections. At the end of this step, you should have four geographic areas specifed in your “Selected Filters” (see Figure 3.3). • Then click on the “Years” flter and select “2017.” The year “2017” should appear next to the previously selected geographic areas in “Selected Filters.” For the purposes of this case study, we used 2017 because they were the most recent data available at the time.) Figure 3.3. Selecting Years and Verifying Selected Filters in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. 12 Understanding and Using American Community Survey Data 12 What the Business Community Needs to Know U.S. Census Bureau  • Since we are interested in the city’s socioeconomic characteristics, we begin by searching for informa- tion about educational attainment. Select “Topics,” “Education,” and “Educational Attainment.” Then, click “Search” in the lower right corner (see Figure 3.4). Figure 3.4. Selecting the Educational Attainment Topic in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. Understanding and Using American Community Survey Data 13 13 What the Business Community Needs to Know U.S. Census Bureau • Use the descriptive table titles to make your selection. We know we are searching for a summary table, so we select the frst result, S1501: “Educational Attainment” (see Figure 3.5).20 20 Tables beginning with “S” are Subject Tables that focus on particular ACS subjects and include both estimates and percentages. More infor- mation about Table IDs is available on the Census Bureau’s Web site, <www.census.gov/programs-surveys/acs/guidance/which-data-tool /table-ids-explained.html>. Figure 3.5. Selecting an Educational Attainment Table in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. 14 Understanding and Using American Community Survey Data 14 What the Business Community Needs to Know U.S. Census Bureau • Next, select “Customize Table” (see Figure 3.6). Figure 3.6. Customizing a Table in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. • Select “Download” at the top of the window. Then, use the Download Tables window to check the box for the 2017 ACS 1-year data. Select “CSV” as the fle type and click on “Download” (see Figure 3.7). Figure 3.7. Selecting the Survey Year(s) and File Type in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. Understanding and Using American Community Survey Data 15 15 What the Business Community Needs to Know U.S. Census Bureau • After the fles are prepared, click the “Download Now” button (see Figure 3.8). Figure 3.8. Downloading Tables in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. • This produces a ZIP fle. Open the ZIP fle to extract your table. The data are located in a fle with prefx “ACSST1Y2017.S1501_data_with_overlays” (see Figure 3.9). • We repeat this process for all data.census.gov topics in the profle. Figure 3.9. Portion of Data Table S1501 Downloaded From Data.census.gov Source: U.S. Census Bureau, data.census.gov, Table S1501: “Educational Attainment,” <https://data.census.gov>. 16 Understanding and Using American Community Survey Data 16 What the Business Community Needs to Know U.S. Census Bureau For data on commuting patterns, we access LEHD data, as follows: • Go to the LEHD Web site at <https://lehd.ces.census.gov/research/>. • Click “OnTheMap” on the left sidebar. This action will open a new window. • Under the “Search” box, type “San Marcos” in the search bar, using the dropdown menu to select “Places” as the geography type. Then click “Search.” Be sure to select San Marcos, California, rather than San Marcos, Texas. Our selection refreshes the map view and zooms in to San Marcos (see Figure 3.10). • Use the information bubble next to the location pin to select “Perform Analysis on Selection Area.” Figure 3.10. Searching for a Geographic Area in OnTheMap Source: U.S. Census Bureau, OnTheMap, <https://onthemap.ces.census.gov/>. Understanding and Using American Community Survey Data 17 17 What the Business Community Needs to Know U.S. Census Bureau • The “Analysis Settings” window opens, allowing us to refne our search. · Home/Work Area: Since we are interested in understanding commuting patterns, we select “Home.” This yields data based on San Marcos’ residents, rather than workers. · Analysis Type: We are interested in understanding where residents work. We select “Destination” and “Places” as our destination type. · Year: We select the most recently available data. · Job Type: Select “Primary Jobs.” • Once all selections have been made, we click on “Go!” (see Figure 3.11). Figure 3.11. Selecting Variables for Analysis in OnTheMap Source: U.S. Census Bureau, OnTheMap, <https://onthemap.ces.census.gov/>. 18 Understanding and Using American Community Survey Data 18 What the Business Community Needs to Know U.S. Census Bureau • The page refreshes and populates our search results. We export the results by selecting “Detailed Report” under the left sidebar’s “Report/Map Outputs” bin and export the data in spreadsheet format (see Figure 3.12). Figure 3.12. Creating a Detailed Report in OnTheMap Source: U.S. Census Bureau, OnTheMap, <https://onthemap.ces.census.gov/>. Understanding and Using American Community Survey Data 19 19 What the Business Community Needs to Know U.S. Census Bureau Initial analysis was conducted in a spreadsheet, by sorting results from highest to lowest and comparing the city of San Marcos to the county, state, and nation. The resulting charts were created using a mixture of spreadsheets and visualization software. Figure 3.13 illustrates how poverty data were visualized in the dashboard. Figure 3.13. City of San Marcos Community Profle: Poverty Source: San Marcos City Hall, San Marcos Regional Profle, <www.san-marcos.net/work/economic-development/community-profle>. 20 Understanding and Using American Community Survey Data 20 What the Business Community Needs to Know U.S. Census Bureau Figure 3.14 shows an interactive fow map that was created to visualize the city’s commuting patterns. The City of San Marcos Community Profle and interactive dashboard were launched in the fall of 2017. Since then, the dashboard has been actively used by the city and its partners to better inform the region’s business community. In partnership with the city of San Marcos, the EDC plans on updating the profle and dashboard on an annual basis as data become available. Both products can be found on the city of San Marcos Web site.21 21 San Marcos City Hall, San Marcos Community Profle, <www.san-marcos.net/work/economic-development/community-profle>. Figure 3.14. City of San Marcos Regional Profle: Commuting Patterns Source: San Marcos City Hall, San Marcos Community Profle, <www.san-marcos.net/work/economic-development/community-profle>. Understanding and Using American Community Survey Data 21 What the Business Community Needs to Know 21 U.S. Census Bureau Case Study #2: Housing Afordability Gap Skill Level: Intermediate Subject: Median household income, housing afordability Type of Analysis: Analysis of national housing trends, combining American Community Survey (ACS) data with other sources Tools Used: ACS Public Use Microdata Sample, data.census.gov, and spreadsheet Authors: Svenja Gudell, Chief Economist, Zillow; and Aaron Terrazas, Senior Economist, Zillow In the years since the 2007–2009 Financial Crisis, there has been a boom in housing market data available to the public. Each month, Zillow—an online resource for home buyers and renters—produces and publishes over 100 housing market data series—including median home values and median rents—aggregated at the national, state, metro, county, ZIP code, and neighborhood levels.22 Zillow data provide a comprehensive view into the state of the U.S. housing stock, but Zillow’s economic research and data science teams also rely on critical data inputs from the U.S. Census Bureau to analyze the full implications of changing home values and rents for American households. One prominent example is how Zillow combines proprietary data on home values with household income data from the Census Bureau’s American Community Survey (ACS) to explore the share of income that the typical household spends on a monthly mort- gage payment. (Zillow also produces a similar statistic for the share of income spent on rent.) By the middle of 2016—the most recent data available at the time of this writing—the typical American house- hold earning the country’s national median income and buying the median-valued U.S. home could expect to pay 15.5 percent of their income on a mortgage. In the nation’s priciest markets—such as San Jose, Los Angeles, and San Francisco—these shares exceed 40 percent. However, calculating housing afordability estimates based on median income and median home values by themselves does not provide a complete picture of afordability. Home values and incomes have consistently grown more at the top of the housing market and at the top of the labor market than at the bottom. Increasingly, afordability varies dramatically depending on a given buyer’s income level and the type of home they are trying to buy. To illustrate these diverging trends between more afuent and less afuent Americans, Zillow also computes mortgage afordability—the share of income spent on a mortgage—for the bottom, middle, and top one-third of households by income. This more granular (and, some would argue, more powerful) tier analysis is conducted by combining Zillow’s property-level data with ACS microdata. Calculating Mortgage Afordability To calculate mortgage afordability, Zillow frst estimates the mortgage payment for the median-valued home in a metropolitan statistical area (based on the Zillow Home Value Index for a given quarter) and the 30-year, fxed mortgage interest rate during that quarter (from the Freddie Mac Primary Mortgage Market Survey), assuming a 20 percent down payment. Zillow uses their internal property-level data to estimate mortgage payments, but data users can also access housing data—including home value and mortgage payment estimates—from the ACS. Data on median household income are from the Census Bureau’s ACS Public Use Microdata Sample (PUMS). The PUMS fles allow data users to conduct a custom analysis of the ACS data using a sample of actual responses to the survey. They are much more fexible than the aggregate data available on data.census.gov, though the PUMS fles also require familiarity with statistical analysis software. With access to appropriate software—the most common are SAS, SPSS, STATA, R, and Python—using the ACS PUMS data is straightforward. Analysts without statistical software can create detailed cross tabulations using the microdata access tool on data.census.gov.23 The Census Bureau created a step-by-step guide on how to use this tool to produce custom estimates from the ACS 1-year PUMS fle.24 22 Data are published at <www.zillow.com/data>. 23 This tool is still under development and is available in beta form on the Census Bureau’s Web site: <https://data.census.gov/mdat/>. 24 U.S. Census Bureau, Using Microdata Access, <https://www2.census.gov/data/api-documentation/using-microdata-access/microdata- access-1-year-acs-pums.pdf>. 22 Understanding and Using American Community Survey Data 22 What the Business Community Needs to Know U.S. Census Bureau To download PUMS data, go to the Census Bureau’s ACS PUMS Data “Accessing PUMS Data” Web page and select the desired timeframe for the PUMS data (see Figure 3.15). Data are available from the year 2005 to the present. You can select single-year or multiyear data. The example below uses data from the 2014 ACS 1-year fle. Figure 3.15. ACS PUMS Data Repository Source: U.S. Census Bureau, American Community Survey (ACS), Accessing PUMS Data, <www.census.gov/programs-surveys/acs /microdata/access.html>. Understanding and Using American Community Survey Data 23 What the Business Community Needs to Know 23 U.S. Census Bureau On the FTP site, click on “1-Year” to access the 2014 ACS 1-year PUMS fles (see Figure 3.16). Figure 3.16. Selecting ACS PUMS File on the Census Bureau’s FTP Server Source: U.S. Census Bureau, American Community Survey (ACS), Accessing PUMS Data, <www.census.gov/programs-surveys/acs /microdata/access.2014.html>. 24 Understanding and Using American Community Survey Data 24 What the Business Community Needs to Know U.S. Census Bureau The next step is to download the data set by selecting “csv_hus.zip” (see Figure 3.17). PUMS fles on the Census Bureau’s FTP site are stored as ZIP fles. The naming convention for PUMS fles on the FTP server is based on three fle features: the fle format, the record type, and the state abbreviation. Figure 3.17. ACS PUMS Downloads by Geography (Nation and States) and File (Population and Housing) Source: U.S. Census Bureau, FTP server, <https://www2.census.gov/programs-surveys/acs/data/pums/2014/1-Year/>. • File formats are comma-separated value (CSV) fles and SAS data sets for UNIX. • Record types are housing fles (h) or person fles (p). Zillow uses the housing fle. • State (or state equivalent) abbreviations are two letter labels such as “tx” for Texas and “dc” for District of Columbia. The abbreviation for the fle containing all records in the United States is “us.” Zillow uses the United States fle. After downloading the fle, Zillow loads the ACS data into R (software for statistical computing) to produce esti- mates of monthly owner costs as a percentage of household income for households at diferent income levels. The PUMS Data Dictionary can help you fnd the variable needed for this analysis: HINCP (Household income in the past 12 months).25 Using the HINCP variable to estimate median household income for households in the bottom one-third of the income distribution, Zillow then assumes that these households purchase a median bottom-tier home (i.e., 16.7th percentile of homes in a metro area) and then calculates the percentage of monthly income that household would have to spend to pay the mortgage.26 25 U.S. Census Bureau, PUMS Data Dictionary, <www.census.gov/programs-surveys/acs/microdata/documentation.html>. 26 For median income used in the overall afordability analysis, Zillow chains the ACS income data forward using the Employment Cost Index (ECI), which is updated quarterly with a one-quarter lag. Income tier data are not directly published in the ECI, so to calculate tiers, Zillow relies on the Consumer Expenditure Survey (CES), which is published with a 1-year lag. For this reason, tier data are only available through Q2 2016, but overall afordability data are available through Q2 2017. Understanding and Using American Community Survey Data 25 What the Business Community Needs to Know 25 U.S. Census Bureau The key results from Zillow’s analysis are shown in Figure 3.18. Depending on a given buyer’s household income level and the kind of home they are trying to buy, afordability can vary dramatically. Nationwide, a buyer at the median household income in the bottom one-third of all incomes and who wants to buy a home valued in the bottom one-third of all homes would need to spend 23 percent of their household income on a mortgage as of Q2 2016, the latest quarter for which data were available at the time of this writing. A buyer in the top one-third of household incomes and who wants to buy a more expensive home in the top one-third of homes by value would only spend 11.5 percent of their income on a mortgage. Figure 3.18. Mortgage Afordability by Income Tier Source: Svenja Gudell, “Housing Highs & Lows: How the Home Afordability Gap Between the Rich and Poor is Widening,” <www.zillow.com/research/afordability-2016q1-12763/>. A decade after the 2007–2009 Financial Crisis and associated housing market bust, there has been a prolifera- tion of housing market data available to consumers and researchers. Census Bureau data, particularly from the ACS, are a critical complement to Zillow’s housing market data. In an era when the gap in net worth between higher- and lower-wealth households is increasing, medians or averages cannot tell the full story of the American housing market.27 Exploring within the distribution of home values and household incomes—analysis that is possible with Zillow’s property-level home values and the Census Bureau’s ACS PUMS data—allows for a much richer and more complete perspective on what is, for most Americans, their largest single asset.28 27 U.S. Census Bureau, Gap Between Higher- and Lower-Wealth Households Widens, Census Bureau Reports, <www.census.gov/newsroom /press-releases/2014/cb14-156.html>. 28 Zillow updates this analysis periodically. For the most recent data and analysis, see <www.zillow.com/research>. 26 Understanding and Using American Community Survey Data 26 What the Business Community Needs to Know U.S. Census Bureau Case Study #3: USAA Potential Market Size Estimation Skill Level: Introductory/Intermediate Subject: Housing Type of Analysis: Comparisons of American Community Survey (ACS) data over time, across demographic groups, and across states; identifying business market(s) Tools Used: Data.census.gov and spreadsheet Author: Rob Galbraith, Director of Underwriting Research, Property & Casualty Insurance Group, USAA Rob Galbraith is a director of underwriting research with the Property & Casualty Insurance Company at USAA, a large financial services member-owned association that focuses on serving active duty military, veterans, and their families. The underwriting area is challenged with providing insurance to as many eligible members as pos- sible while not taking on excessive exposure to natural hazards that could put the company at risk of bankruptcy. American Community Survey (ACS) data are used at USAA in conjunction with advanced analytics and predic- tive modeling to identify segments to target for marketing three of its major lines of business: homeowners insurance, sold to those with owner-occupied homes; renters insurance, sold to those who are renting a dwelling from a landlord who owns the property; and rental property insurance, sold to those who are landlords renting their property to one or more tenants. ACS data are also used to track trends in owner- and renter-occupied housing to target marketing expenditures to achieve profitable growth. Rob scans the documentation available for the ACS and learns that while single-year data are available for states and many large geographic areas, data for smaller areas with fewer than 65,000 people are only available in 5-year tabulations (e.g., 2012–2016). He also learns that there is uncertainty—margin of error—associated with ACS estimates, particularly for smaller geographic areas and small population groups. For this example, Rob is interested in accessing ACS housing data at the state level. • Rob navigates to the U.S. Census Bureau’s ACS home page at <www.census.gov/programs-surveys/acs> and clicks on the “Data” link on the left side of the page (see Figure 3.19). Figure 3.19 Selecting Data From the ACS Home Page Source: U.S. Census Bureau, American Community Survey (ACS), <www.census.gov/programs-surveys/acs/>. Understanding and Using American Community Survey Data 27 What the Business Community Needs to Know 27 U.S. Census Bureau• Under the subheading “Data Tables and Tools,” he clicks on “Subject Tables” (see Figure 3.20). Figure 3.20. Selecting ACS Subject Tables Source: U.S. Census Bureau, American Community Survey (ACS), <www.census.gov/acs/www/data/data-tables-and-tools /subject-tables/>. 28 Understanding and Using American Community Survey Data 28 What the Business Community Needs to Know U.S. Census Bureau • In the search box near the top right corner of the page, he types in “housing,” navigates to the second page of results, and then selects Table S2504: “Physical Housing Characteristics for Occupied Housing Units” (see Figure 3.21). When he clicks on this link, he is redirected to data.census.gov, the Census Bureau’s primary tool for accessing data from the ACS and many other Census Bureau data sets. Figure 3.21. Searching for ACS Housing Tables Source: U.S. Census Bureau, American Community Survey (ACS), <www.census.gov/acs/www/data/data-tables-and-tools /subject-tables/>. • Next, he clicks on “Customize Table” (see Figure 3.22). • The resulting table shows the United States as the default geography, so he selects “Geographies” to change the geography filter. Figure 3.22. Customizing a Table in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. Understanding and Using American Community Survey Data 29 What the Business Community Needs to Know 29 U.S. Census Bureau• Next, he selects “State,” “All States in United States,” and then closes the window to view the results (see Figure 3.23). Figure 3.23. Selecting Geographies in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. • He selects the desired survey year by clicking on the current “Product” selection. For the purposes of this case study, he is using 2016 ACS 1-year estimates. The header should read “2016 ACS 1-Year Estimates Subject Tables” (see Figure 3.24). Figure 3.24. Changing the Survey Year in Data.census.gov Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. 30 Understanding and Using American Community Survey Data 30 What the Business Community Needs to Know U.S. Census Bureau • He selects “Download” at the top of the window. • Then, he uses the Download Tables window to check the boxes for the 2016 through 2010 1-year data. Rob downloads data for multiple years to assist with the selection of target markets to recommend. • He selects “CSV” as the fle type and clicks on “Download” (see Figure 3.25). Figure 3.25. Selecting ACS Data for Previous Years Source: U.S. Census Bureau, data.census.gov, <https://data.census.gov>. Rob opens the CSV fle and copies and pastes the owner-occupied and renter-occupied data for each state into a new table showing the data for the last 5 to 10 years (see Table 3.2). He can then use this table, compare it with internal USAA data showing the number of policies in force for each of the three lines of business, and compare the two tables to determine potential market size by state. Since the purpose of this analysis is to identify target market opportunities, the margin of error is not considered as a critical factor, as the goal is merely to gain rea- sonable estimates of potential market size. If desired, this process can be replicated at a county level for further refnement of market segmentation. Table 3.2. Owner-Occupied Housing Units by State and Year State Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware District of Columbia Florida 2012 1,268,565 159,427 1,496,650 757,722 6,781,817 1,278,158 908,452 241,050 110,681 4,724,428 2013 1,240,017 156,107 1,490,031 739,987 6,804,639 1,291,945 888,478 243,047 110,513 4,672,482 2014 1,246,080 156,006 1,484,857 744,318 6,855,688 1,302,533 900,039 245,808 112,492 4,693,821 2015 1,253,595 159,922 1,524,828 746,000 6,910,823 1,322,618 889,035 249,681 112,555 4,760,071 Source: U.S. Census Bureau, data.census.gov, Table S2504: “Physical Housing Characteristics for Occupied Housing Units.” Understanding and Using American Community Survey Data 31 What the Business Community Needs to Know 31 U.S. Census Bureau 4. ADDITIONAL RESOURCES U.S. Census Bureau, What Is the American Community Survey? <www.census.gov/programs-surveys/acs/about.html> U.S. Census Bureau, State Data Center (SDC) Program <www.census.gov/about/partners/sdc.html> U.S. Census Bureau, Understanding and Using American Community Survey Data: What All Data Users Need to Know <www.census.gov/programs-surveys/acs/guidance /handbooks/general.html> U.S. Department of Commerce, Economics & Statistics Administration, 2015, New Report on Value of the American Community Survey <www.commerce.gov/news/reports/2015/05/value -american-community-survey-smart-government -competitive-businesses-and> U.S. Census Bureau, ACS Data Releases <www.census.gov/programs-surveys/acs/news/data -releases.html> ACS Online Community <https://acsdatacommunity.prb.org/> U.S. Census Bureau, Geography and ACS <www.census.gov/programs-surveys/acs/geography -acs.html> U.S. Census Bureau, ACS Data Tables and Tools <www.census.gov/acs/www/data/data-tables-and -tools/> U.S. Census Bureau, Census Business Builder (CBB) <www.census.gov/data/data-tools/cbb.html> U.S. Census Bureau, Data.census.gov Resources <www.census.gov/data/what-is-data-census-gov.html> U.S. Census Bureau, Understanding and Using the American Community Survey Public Use Microdata Sample Files: What Data Users Need to Know <www.census.gov/programs-surveys/acs/guidance /handbooks/pums.html> U.S. Census Bureau, Using the American Community Survey Summary File: What Data Users Need to Know <www.census.gov/programs-surveys/acs/guidance /handbooks/summary-fle.html> 32 Understanding and Using American Community Survey Data 32 What the Business Community Needs to Know U.S. Census Bureau