Behind the numbers

Kids Today market research worked with Easy Analytic Software Inc., to develop 2006 sales estimates and 2011 projections for U.S. infant gear sales.

2006 estimates are based on data available through November 2006 from the Department of Commerce, the International Trade Commission, sales estimates from manufacturers and retailers and discussions with industry executives, and are subject to revision as additional data become available.

The statisticians at EASI matched demographic data (such as age and income) from the Bureau of the Census, the Department of Justice, the National Center for Education Statistics and the Department of Labor using a series of statistical models to develop estimates by metro markets.

Projections for 2011 are designed to forecast the changes that statistically adjust for household income, age by race and sex, group quarter population and births and deaths, along with other forecasting factors. Spending forecasts assume a national rate of inflation that does not vary from one location to another. Changes in economic conditions are not part of the equations.

Data are given for Core-Based Statistical Areas (CBSA), defined as consisting of the county or counties containing one or more core (urbanized areas, settlement clusters or both) that together have at least a population of 10,000.

Major metros, called Metropolitan Statistical Areas, have at least one urbanized area of 50,000 or more population. Small metros, Micropolitan Statistical Areas, have at least one urban cluster with a population of at least 10,000, but less than 50,000. Both include adjacent territory that has a high degree of social and economic integration with the core measured by commuting ties. The designations are mandated by the Office of Management and Budget.

Want More?

Sales estimates and projections for both gear and infant furniture sales for the nation's more than 900 metropolitan areas are available in a series of Product Potential and Market Potential Reports on the Kids Today Research Store.

Market Potential Reports give demographic and income statistics as well as sales estimates and projections for a specific metro area. Product Potential Reports give the sales estimates for 2006 and projection for 2011 for one product (e.g., infant equipment) for all of the nation's 934 metropolitan areas. Reports can be ordered online at Kids Today's Web site. Click on Research and go to the Research store, or go straight to http://www.reedbusinessstore.com/markets.html.