Census data is available on Respondent when using project quotas. It is available for projects with a single location where that location is either the United States of America or the United Kingdom of Great Britain and Northern Ireland. When you select ‘use census data’, we allocate quota percentages based on the demographic breakdown of the relevant nation.

The following tables show the data we use when you select ‘use census data’:

All census data for the United States is sourced from the 2020 Census Demographic and Housing Characteristics File (DHC), prepared by the U.S. Census Bureau, Washington, DC, 2023.

Age data is sourced from Table PCT12.

Data from this table was grouped into the age groups used on the Respondent platform. Initial percentages were calculated excluding people under the age of 18, so age percentages are reflective of the percentage of the US population over the age of 18.

Gender data is sourced from Table PCT121.

The percentages used are the total female and male population as a percentage of the total population. Other gender options, i.e. transgender people, nonbinary people or people who specify ‘other’ or ‘prefer not to say’ are not included as census data was not available for these categories.

Ethnicity data is sourced from Table P9.

Data from this table was grouped into the categories used in the Respondent platform as follows:

It is important to note that there were no groupings available for Middle Eastern or Prefer not to disclose in the census data. It is also worth noting that the census grouping of ‘Some Other Race alone’ was not considered as it does not map to any of the Respondent categories.

Percentages were generated by summing the population of all the above groups then calculating the percentage of that total that each group made up. Note that this does leave ‘Some Other Race alone’ out of the calculation.

Census data for the United Kingdom is sourced from the national census of the United Kingdom, Northern Ireland and Scotland.

Age data has been collected from the following sources:

Data from this table was grouped into the age groups used on the Respondent platform. Initial percentages were calculated excluding people under the age of 18, so age percentages are reflective of the percentage of the US population over the age of 18.

Gender data has been collected from the following sources:

The percentages used are the total female and male population as a percentage of the total population. Other gender options, i.e. transgender people, nonbinary people or people who specify ‘other’ or ‘prefer not to say’ are not included as census data was not available for these categories.

Ethnicity data has been collected from the following sources:

Data from these sources was grouped into the categories used in the Respondent platform as follows:

It is important to note that there were no groupings available for American Indian / Alaskan Native, Hispanic or Latino, or Prefer not to disclose in the census data. It is also worth noting that all three data sources had a grouping for ‘Other ethnic group’ or similar. This was not considered as it does not map to any of the Respondent categories.

Percentages were generated by summing the population of all the above groups then calculating the percentage of that total that each group made up. Note that this does leave the ‘Other ethnic group’ categories out of the calculation.

In some cases, a user may select ‘Use census data’ on quotas where available segment options have been filtered on a project level. For example, a user creates a project that targets the following age groups:

They then select ‘Use census data’.

In this case, segment percentages will be calculated by dividing 100 by the total percentage covered by the in-use segment, then multiplying each segment’s percentage by that value. For example, given the following demographic segments, to find the adjusted percentage for the 21-29 age group:

Extending that to the other segments, we get the following: