SAN DIEGO, June 10, 2003 (PRIMEZONE) -- With Father's Day just around the corner, Claritas, the nation's leading market research firm and demographic data provider, called on its data experts for some "parental" insight. Delving into the seemingly cavernous reaches of the Claritas databases, demographers looked at two variables -- the percentage of family households with a father and the percentage of single parent fathers (meaning no wife present in the household) -- and then ranked the top 25 by metropolitan area (MA).
The MA with the highest percentage of family households with a father was Provo-Orem, UT at 54.1 percent, and Salt Lake City-Ogden came in at number four with 47.4 percent. Two Texas MA's were second and third -- Laredo and McAllen-Edinburg-Mission at 50.2 percent and 47.8 percent.
Family Households with a Father
Pct. Pct.
1. Provo-Orem, UT 54.1 13. St. Cloud, MN 44.4
2. Laredo, TX 50.2 14. Newburgh, NY-PA 44.0
3. McAllen-Edinburg-
Mission 47.8 15. Richland-Kennewick-
Pasco, WA 44.0
4. Salt Lake City-
Ogden 47.4 16. Rochester, MN 44.0
5. Merced, CA 46.4 17. Boise City, ID 43.9
6. Jacksonville, NC 45.6 18. Riverside-
San Bernardino, CA 43.9
7. Anchorage, AK 45.3 19. Orange County, CA 43.8
8. Visalia-Tulare-
Porterville, CA 45.0 20. Brownsville-Harlingen-
San Benito, TX 43.7
9. Killeen-
Temple, TX 44.7 21. Clarksville-Hopkinsville,
TN-KY 43.6
10. Ventura, CA 44.6 22. Greeley, CO 43.5
11. Brazoria, TX 44.5 23. Modesto, CA 43.5
12. Salinas, CA 44.4 24. Houston, TX 43.5
25. Bakersfield, CA 43.5
Santa Fe, NM topped the list with the highest percent of single
parent fathers with 12.6 percent. Interestingly, Provo-Orem also
came in last out of all 318 MA's under the single parent father
variable with 2.9 percent.
Single Parent Fathers
1. Santa Fe, NM 12.6 13. Casper, WY 10.9
2. Vineland-Millville-
Bridgeton, NJ 12.4 14. Jackson, MI 10.7
3. Las Vegas, NV-AZ 12.2 15. Fort Myers-
Cape Coral 10.7
4. Albuquerque, NM 12.1 16. Anchorage, AK 10.7
5. Redding, CA 12.1 17. Bakersfield, CA 10.6
6. Chico-
Paradise, CA 11.9 18. Ocala, FL 10.6
7. Reno, NV 11.7 19. Williamsport, PA 10.6
8. Pueblo, CO 11.7 20. Fresno, CA 10.6
9. Lewiston-Auburn,
ME 11.6 21. Glens Falls, NY 10.5
10. Eugene-
Springfield, OR 11.0 22. Elmira, NY 10.5
11. Tucson, AZ 10.9 23. Medford-
Ashland, OR 10.5
12. Flint, MI 10.9 24. Jamestown, NY 10.5
25. Yakima, WA 10.4
The complete listing of the 318 MA's for both variables ranked by rounded percentage can be found at www.claritas.com/.
And, among the bottom 25 for the percentage of family households with a father, Florida MA's dominated with 12, including the bottom seven. Starting from the bottom up they were: Punta Gorda, 19.6 percent, Sarasota-Bradenton, 24.3 percent, Fort Myers-Cape Coral, 25.5 percent, Ocala, 26.4 percent, Naples, 26.6 percent, Daytona Beach, 27.2 percent and Fort Pierce-Port St. Lucie, 27.4 percent.
Overall, California led the way for both variables, with eight MA's in the top 25 for percentage of family households with a father, and four in the top 20 for percentage of single fathers. Under the first variable, three of the California MA's were in the top 10 - Merced at number five with 46.4 percent, Visalia-Tulare-Porterville at number eight with 45 percent and Ventura came in at number 10 with 44.6 percent.
Rounding it out, Salinas, Riverside-San Bernardino, Orange County, Modesto and Bakersfield ranked 12, 18, 19, 23 and 25 respectively. And, the percentage rankings for these MA's were separated by just fractions with Salinas listing at 44.4 percent, Riverside-San Bernardino, 43.9, Orange County, 43.8, and Modesto and Bakersfield tying at 43.5. Elsewhere, the four top 20 California MA's under the single fathers variable were Redding and Chico-Paradise at the five and six spots with 12.1 and 11.9 percent, and number 17 Bakersfield with 10.6 percent and Fresno at number 20, also rounded to 10.6 percent. New York State came in next with three MA's. They were number 21Glens Falls, number 22 Elmira and Jamestown at number 24 - all with scores rounding to 10.5 percent.
Second to California under percentage of family households with a father, was Texas with six MA's, including numbers two and three - Laredo, 50.2 percent and McAllen-Edinburg-Mission, 47.8. The others were Killeen-Temple at number nine with 44.7, number 11 Brazoria, 44.5, number 20 Brownsville-Harlingen-San Benito, 43.7 number 24 Houston, 43.5.
About Claritas
Based in San Diego, Calif., Claritas Inc. is regarded as the premier worldwide provider of precision marketing solutions, developed, in part, through intricate customer segmentation systems and other such marketing tools. Claritas is a division of VNU Marketing Information (MI), an established leader in providing a wide variety of industries with innovative precision-marketing solutions including geo-demographic information and qualitative audience research. VNU MI is a part of VNU, which also includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems, Scarborough Research, VNU Business Publications USA, VNU eMedia, and VNU Expositions. To learn more about Claritas and VNU products and services visit their web sites at www.claritas.com and www.VNU.com.
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