CAMEO Ethnicity
Ethnicity Analysis - Ethnic Census Data
CAMEO Ethnicity is a postcode directory developed to assess variances in ethnic make-up by local area. It has been built using data from the latest UK Census of Population at Output Area level and enables marketers to analyse different markets to understand where marketing materials should be presented more appropriatedly to suit the target audience in that particular area.
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CAMEO Ethnicity in Detail
FIELD | INDEX OF ETHNIC ORIGIN (as defined by the Census) |
WHITE_I | White |
MIXED_I | Mixed |
INDIAN_I | Indian |
PSTANI_I | Pakistani |
BDESHI_I | Bangladeshi |
OTHASIAN_I | Other Asian |
BLK_CAR_I | Black Caribbean |
BLK_AF_I | Black African |
BLK_OTH_I | Black Other |
CHINESE_I | Chinese |
OTHER_I | Other |
- Data is expressed as an Index, where the national average is equivalent to an index of ‘100'.
- An index of ‘0' highlights a nil presence of that particular ethnic group.
- As 93% of the UK population is classified as ‘White', therefore indices over ‘100' help highlight local areas where there is a higher than average proportion of other ethnicities.
- Applications include the assessment of retail catchments to accurately match products, services, marketing materials and human resourcing to their audience.
