Structuring College Access

The Market Segment Model and College Board Geomarkets

Ozan Jaquette

Karina Salazar

Crystal Han

UCLA

University of Arizona

Stanford University

Introduction

College Board Student Search Service, order #448922

“Geomarkets” carve states and metro areas into smaller geographic regions

• Geomarkets are an input in two College Board recruiting products:
  • Student Search Service (est. 1972); Enrollment Planning Service (est. 1984)

Perspectives from sociology on sorting students into colleges:

• Status attainment model (e.g., Blau and Duncan 1967)
• Cultural capital model (e.g., Bourdieu 1984)
• Enrollment management behavior of colleges (e.g., Stevens 2007)
• Sociology ignores third-party products that sort students on behalf of colleges
  • Designed to amplify historic inequality in student demand

Research questions:

1. What is SES, racial variation between, within Geomarkets? Over time?
2. What is SES and racial composition of included vs. excluded prospects when student list purchases filter on particular Geomarkets?

Geomarkets around Chicago-land

University of Chicago admissions counselors, IL territories

Presentation Outline

1. Enrollment management: Background & scholarship
   
2. Empirical case and theory
   
3. Methods
   
4. Results
   
5. Discussion
   – Creating a “knowledge infrastructure” (Hirschman 2021) to study the role of private firms and private equity funding in education

Enrollment Management: Background & Scholarship

Enrollment Management (EM)

Enrollment management

• EM profession integrates techniques from marketing and economics to “influence the characteristics and the size of enrolled student bodies” (Donald Hossler and Bean 1990, xiv)
• EM office controls recruiting, admissions, fin aid

Interventions along enrollment funnel

• Convert prospects to leads
  • Purchase student lists
• Convert leads/inquiries to applicants
  • Email, mail, school visits
• Convert applicants to admits
  • Holistic review (e.g., Bastedo 2016)
• Convert admits to enrollees
  • Financial aid offers (e.g., Doyle 2010)

Enrollment Funnel

Scholarship on Recruiting “in the Wild”

Sociological ethnographies of enrollment management

• Private Colleges: visit affluent “feeder schools” to maintain relationships with HS guidance counselors (Stevens 2007; Khan 2011)
• For-profits: door-to-door visits to local, low-income communities of color (Cottom 2017)

Web-scraped the travel schedules of public research and selective private univs

• Visit rich, mostly White public schools (Salazar, Jaquette, and Han 2021)
• Disproportionate visits to private schools (Jaquette, Han, and Castañeda 2024)
• “Recruitment redlining”: circuitous avoidance of Black and Latinx communities along visit paths (Salazar 2022) (LA map)

But recruiting process not wholly done by colleges…

• Third-party vendors and consultancies help colleges find and recruit students

U.S. Higher Education Market: A National Voucher System

Motivating the role of student lists in college access

Federal government

• Takes a “steer, don’t row” approach
• Subsidizes higher education by providing Title IV grants and loans to students
• Department of Education regulates Title IV institutions

Students

• Attend college to improve career, social, and civic outcomes
• Pay for college using:
  • Household savings; grants and loans from federal, state, private sources

Direct providers (Title IV institutions)

• A mix of public, private nonprofit, for-profit providers
• Funding follows students to whichever institution they enroll in
  • A national voucher system
• Colleges have a financial incentive to enroll students, so competition for students

Student Lists are a Match-Making Intermediary

Hoxby (2009) on emergence of a national higher education system:

• Information costs were primary barrier to efficient matches
  • Students want to attend best college, but don’t know options or costs
  • Colleges want to enroll best students, but don’t know who or where they are
• SAT causes “dramatic fall” in cost of “information about students” (p. 102)

“Lead generation” is process of connecting merchants to potential consumers

• “List-based” lead generation based on direct-mail model (legacy)
  • In 1972, College Board began selling lists of prospects to colleges
• “Behavioral-based” targeting (contemporary)
  • Target users of a platform while they use that platform or a partner platform

Students who opt into College Board Search are (Howell et al. 2021):

• 25% more likely to enroll in a four-year university after high school
• 31% more likely to graduate college within four years
• Magnitude of effects largest for Black, Latinx, and first-gen college students

College Board Lists and Student Outcomes

Howell, Hurwitz, Mabel et al. (2021)

The Student List Project

Public records requests to public univs in CA, IL, MN, TX, AZ, 2016-2020

• for each purchase, request: (1) order summary; (2) prospect-level data

What is the relationship between using academic and geographic filters and the demographic composition of resulting student lists? (Jaquette and Salazar 2024)

• Student list products are “selection devices” (Hirschman and Bosk 2020)
• Utilize “racialized inputs”(Norris 2021), disadvantage non-white communities because they have been historically excluded from input (e.g., zip codes, AP)

Analyze who included in purchases: (1) simulated, HSLS:09; (2) College Board

• Racial inequity results from:
  • College Board student list databases exclude non-test-takers
  • Test scores and geographic filters compound disparities in excluded prospects
    • SAT scores + Segment, LA map
• Collge Board creates new geographic filters that include/exclude (FIGURE)

Emprical Case and Theory

The Structure of College Choice (Zemsky and Oedel 1983)

Project goal: “capture and quantify” (p. 11) knowledge of admissions officers

Admissions officers are tellers of stories – about the colleges they represent, about the colleges they attended, about each other, and about the vagabond life of college recruiting…We begin with this celebration of sotrytelling…[because] the intuitions of admissions officers comprise a remarkably systematic body of knowledge about the college selection process (p. 9-10).

A good recruiter knows where to look for prospective applicants, as seen in the students’ willingness or reluctance to travel (p. 11).

Initial task “was to define enrollment markets in a manner consistent with admissions officers’ intuitive understanding of student pools” (p. 4)

‘There are only three kinds of college-bound students: those who want to live at home, those who want to live on campus but bring their laundry home, and those who want to go far enough from home that Mom and Dad can’t visit without calling first.’ (p. 11)

• Creates three geographic levels: region, state, community (Geomarket)

Geomarkets carve states and metro areas into smaller geographic regions

Boundaries [often] match formal political and educational divisions, reflecting natural channels of communication. Each major metro area is composed of several markets, usually corresponding to the inner city, a first ring of suburbs, and an outer ring of suburbs. In more sparsely populated areas, communities are sometimes combined in order to make the analysis meaningful. (Zemsky and Oedel 1983, 11–12).

• Meant to reproduce the recruiting territories of admissions officers

Creating the Market Segment Model

We sought not a complex mathematical model, but a straightforward classification system that would track the pattern of SAT-score submissions to create a map of student choice. The Market Segment Model we developed was nothing more than a set of simple rules for disaggregating high school seniors into similar groups. The model worked because students, once so disaggregated, appeared to behave in remarkably consistent ways (p. 4).

Market Segment Model predicts how demand for a college varies by Geomarket

• Categorize students into 4 market segments – local, in-state, regional, national – based on SAT score-sending behavior
  • local: send most scores to colleges within Geomarket
  • regional: send most scores out-of-state but in-region (e.g., Midwest)
  • Selective colleges should look for regional and national students

College Board underwrites project to enter enrollment management space

We asked the College Board if it might provide the database we required. Coincidentally, the Board was reviewing its own efforts to help colleges estimate their enrollment potential, efforts which had faltered largely because the smallest geographic unit used in these analyses was the state (Zemsky and Oedel 1983, x)

• Zemsky and Oedel (1983) outputs are basis for College Board EPS software

Scholarship on Quantification

Discussions of correlation and homophily by Chun (2021)

Correlation: extent to which variables move together

Our research has simply demonstrated what everyone has always known: communities with high levels of family income and parental education are also communities in which students have higher than average SATs and more far-reaching aspirations” (Zemsky and Oedel 1983, 42).

• Correlations observed in training data caused by structural inequality
  • “Predicting the future on the basis of the past threatens to reify and reproduce existing inequalities” (Burrell and Fourcade 2021, 224)
• Zemsky and Oedel (1983) find 4 predictors of student market segment
  • Parental education, family income, SAT score, educational aspirations
  • Recommend selective colleges target high-SES Geomarkets

Homophily: birds of a feather flock together

The layering of collegiate competition is primarily a socioeconomic layering. The hierarchical structure of collegiate competition reflects the stratified social and economic dimensions of communities from which colleges draw their students. Competition among colleges, as admissions officers have told us for so long, is a matter of keeping company with one’s peers (Zemsky and Oedel 1983, 72).

• Homophily not the result of voluntary action; homophily programmed into algorithms that create connections
  • Match vertically ranked consumers to vertically ranked producers
• Zemsky and Oedel (1983): like colleges compete for like students (SES)

  Recommend colleges target Geomarkets, schools targeted by peer colleges

  On occasion, senior spokespersons for the profession worry that students outside the main [Geo]market areas remain forgotten and hence, unchallenged. Inevitably, the increasing competition for students, the expense of travel and mailings, and internal political constraints compel institutions to concentrate their efforts where they will do the most good. The result is a natural reinforcing of the basic socioeconomic patterns that gave shape in the first place to the structure of college choice (Zemsky and Oedel 1983, 44).

Research questions

Research interests

• How unequal are these Geomarkets?
• Who is included/excluded if we purchase student lists and filter on Geomarkets as recommended by Zemsky and Oedel (1983)

Research questions

1. What is the socioeconomic and racial variation between and within Geomarkets? How does this change over time?
2. What is the socioeconomic and and racial composition of included vs. excluded prospects, if “student list” purchases filter on particular Geomarkets?

Methods

Methods

Data

RQ1: SES and racial variation over time between, within Geomarkets

• Census tract-level data
  • 1980, 2000 Census, 2016-2020 American Community Survey (ACS)
• Geomarket shapefiles obtained from a 2012 blog post
  • Each zip code assigned to one Geomarket
• Partial spatial assigns each Census tract to one or more Geomarkets

RQ2: SES and racial composition of student list purchases

• Student lists purchased by 14 public universities from 2016-2020
  • 414 student lists associated with 2.5 million prospects
    • Data: search filter criteria; and de-identified student-level data
    • Each prospect has home and HS zip code (point geometry)
• Analyze purchases that include all Geomarkets in a metro area
  • Show who included/excluded if we filter on particular Geomarkets

Methods

Research design is a quantitative case study

Cases

• Cases are metro areas associated with multiple Geomarkets (n ~ 17)
• Initial case selection based on availability of student list purchases (RQ2)
  • Prefer purchases that filter on test score, HS class, GPA, but not on student preferences (e.g., college size)
  • Ideal: purchases differ on test score range, but same on other filters
  • For some metros, don’t have purchases that include all Geomarkets
• Final set of cases for manuscript main text (3 metro areas)
  • TBD; unsure about criteria
  • Conducted analyses for larger sample of metros

Analyses (RQ1 and RQ2)

• Descriptive statistics for between Geomarket variation
• Interactive maps for within Geomarket variation

Results

Atlanta area

Research question 1

Racial/ethnic composition of Atlanta area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Atlanta area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Atlanta area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	88.8	21.9	91.0	96.2	97.9	73.5	23.3	60.2	82.0	90.3	58.2	24.9	39.4	62.3	79.4
GA 2, Fulton Co	58.7	38.7	12.5	76.0	94.0	48.1	35.6	8.7	55.3	83.6	43.5	29.8	14.9	44.0	70.4
GA 3, DeKalb & Gwinnett Co	80.5	27.8	81.5	94.0	96.4	51.4	32.5	16.7	59.5	81.6	33.9	25.1	10.7	31.6	52.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	80.7	19.1	75.3	89.9	94.3	58.1	29.4	30.8	61.7	85.3	31.7	27.1	9.2	22.0	52.1
% Black, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	9.8	21.8	0.7	2.4	7.7	16.6	20.1	3.6	8.8	22.3	23.7	22.1	5.2	17.6	36.3
GA 2, Fulton Co	39.0	39.3	2.9	19.3	86.4	41.1	37.1	7.0	25.4	83.6	37.7	32.9	8.7	26.0	67.3
GA 3, DeKalb & Gwinnett Co	17.4	28.1	1.1	3.9	16.6	35.0	34.4	7.2	17.5	70.1	38.3	30.3	13.7	26.3	61.3
GA 4, Clayton, Fayette, Henry, & Rockdale Co	17.7	19.1	3.7	8.6	23.6	33.3	27.3	8.5	27.7	47.7	52.9	26.7	32.4	55.3	75.3
% Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	0.8	0.4	0.5	0.7	1.0	6.1	6.9	2.0	3.5	6.6	10.8	10.2	4.0	7.4	14.5
GA 2, Fulton Co	1.4	1.3	0.7	1.0	1.5	6.4	10.0	1.5	2.6	5.9	9.2	12.5	2.1	5.4	10.3
GA 3, DeKalb & Gwinnett Co	1.1	0.7	0.7	1.0	1.3	7.0	8.7	2.1	3.3	8.2	14.3	16.2	2.8	7.6	20.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	1.0	0.4	0.7	1.0	1.3	4.6	5.7	1.7	2.7	4.5	9.0	9.3	2.6	5.9	12.6
% API, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	2.1	1.9	0.5	1.5	3.1	3.9	4.9	0.3	2.0	5.7
GA 2, Fulton Co	NA	NA	NA	NA	NA	2.9	3.9	0.4	1.4	3.8	6.4	9.3	0.4	3.1	8.1
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	4.7	4.7	0.9	2.6	7.4	10.3	11.7	1.2	6.1	16.1
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	NA	NA	NA	NA	2.5	2.8	0.7	1.7	3.4	3.4	4.9	0.0	1.4	4.5
% Native, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.1	0.5	0.0	0.0	0.0
GA 2, Fulton Co	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.1	0.2	0.2	0.6	0.0	0.0	0.0
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.2	0.2	0.7	0.0	0.0	0.0
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.1	0.3	0.0	0.0	0.0
% Two+, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	1.2	0.5	0.8	1.2	1.4	3.0	3.0	1.0	2.2	4.0
GA 2, Fulton Co	NA	NA	NA	NA	NA	1.2	0.5	0.7	1.0	1.5	2.4	2.8	0.6	1.8	3.3
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	1.5	1.0	0.9	1.3	1.7	2.7	2.9	0.8	2.0	3.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	NA	NA	NA	NA	1.1	0.4	0.8	1.0	1.4	2.5	2.7	0.7	1.8	3.5
Median income
GA 1, Cherokee, Cobb, & Douglas Co	82.0	29.0	64.0	74.0	98.0	112.0	42.0	85.0	103.0	133.0	105.0	42.0	75.0	95.0	130.0
GA 2, Fulton Co	69.0	36.0	44.0	66.0	88.0	94.0	52.0	58.0	85.0	122.0	104.0	58.0	64.0	92.0	130.0
GA 3, DeKalb & Gwinnett Co	90.0	25.0	72.0	90.0	104.0	106.0	36.0	80.0	99.0	124.0	94.0	42.0	62.0	86.0	114.0
GA 4, Clayton, Fayette, Henry, & Rockdale Co	85.0	19.0	72.0	88.0	102.0	100.0	30.0	75.0	96.0	124.0	82.0	29.0	61.0	78.0	99.0
Mean income
GA 1, Cherokee, Cobb, & Douglas Co	94.0	34.0	72.0	86.0	107.0	133.0	52.0	100.0	118.0	152.0	128.0	51.0	92.0	120.0	155.0
GA 2, Fulton Co	85.0	49.0	55.0	78.0	101.0	122.0	71.0	75.0	103.0	151.0	136.0	81.0	78.0	117.0	168.0
GA 3, DeKalb & Gwinnett Co	102.0	29.0	83.0	99.0	120.0	126.0	45.0	97.0	117.0	144.0	116.0	50.0	79.0	105.0	137.0
GA 4, Clayton, Fayette, Henry, & Rockdale Co	94.0	19.0	81.0	95.0	105.0	117.0	35.0	90.0	110.0	140.0	98.0	35.0	73.0	91.0	117.0
% in poverty
GA 1, Cherokee, Cobb, & Douglas Co	11.0	9.8	5.5	8.9	14.0	7.2	7.8	3.1	5.3	8.1	8.3	6.8	3.2	6.8	12.1
GA 2, Fulton Co	20.1	17.9	6.5	14.0	26.0	14.4	14.3	4.4	9.0	19.3	11.8	10.9	3.7	8.7	16.7
GA 3, DeKalb & Gwinnett Co	8.6	6.7	4.0	6.1	11.7	7.4	5.4	3.6	6.2	9.8	10.5	8.2	4.1	8.8	15.1
GA 4, Clayton, Fayette, Henry, & Rockdale Co	10.0	6.2	5.6	8.6	12.1	6.9	5.0	2.8	6.1	9.3	11.1	8.3	4.9	9.4	15.5
% with BA+
GA 1, Cherokee, Cobb, & Douglas Co	14.4	12.8	6.1	10.1	19.4	32.3	18.4	17.1	28.8	46.3	41.7	19.1	26.4	39.8	56.5
GA 2, Fulton Co	19.1	16.8	5.6	12.4	34.0	33.7	23.9	12.8	25.9	56.5	49.9	24.7	27.0	50.9	71.5
GA 3, DeKalb & Gwinnett Co	23.2	13.5	11.3	21.3	33.1	32.6	16.6	20.2	29.7	40.6	39.1	18.7	25.4	34.8	51.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	10.6	6.2	5.6	9.8	14.8	20.6	11.4	12.2	18.6	28.2	26.7	13.3	16.7	24.5	34.1

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Atlanta area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Bay Area

Research question 1

Racial/ethnic composition of Bay Area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Bay Area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Bay Area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA 4, Marin Co	88.3	13.3	89.2	91.7	93.9	80.4	15.0	77.6	86.0	89.5	71.0	19.8	67.0	78.5	82.5
CA 5, San Francisco Co	53.6	23.1	37.2	57.4	70.9	43.7	23.8	23.2	44.3	63.1	40.3	21.1	24.4	40.4	55.0
CA 6, Contra Costa Co	75.9	21.7	70.2	84.8	89.5	58.4	23.4	40.2	65.5	76.6	44.0	22.6	25.2	46.4	61.4
CA 7, City of Oakland	40.5	31.0	12.1	32.5	68.8	31.1	28.0	6.0	20.5	53.6	33.3	22.4	13.8	29.1	53.5
CA 8, Alameda Co (w/o Oakland)	67.4	23.0	58.4	74.3	84.7	48.0	22.0	31.3	47.0	67.2	34.0	20.4	16.5	30.9	49.7
CA 9, San Mateo Co	72.3	22.5	64.5	81.4	88.5	53.1	25.8	31.6	57.0	75.4	40.2	22.8	22.1	40.6	57.8
CA10, City of San Jose	66.4	21.9	51.2	75.4	84.4	40.1	24.2	17.7	39.5	61.7	27.5	19.2	10.1	23.9	42.6
CA11, Santa Clara Co (excluding San Jose)	77.4	16.5	71.2	82.2	88.6	55.2	20.3	40.5	55.7	70.7	38.5	20.0	23.2	37.7	51.9
% Black, non-Hispanic
CA 4, Marin Co	3.6	11.3	0.5	1.1	1.9	3.0	8.2	0.7	0.9	2.0	2.3	4.9	0.2	1.2	2.0
CA 5, San Francisco Co	13.1	20.0	1.7	4.3	12.8	8.3	12.9	1.3	2.7	8.9	5.0	7.6	0.9	2.3	5.6
CA 6, Contra Costa Co	9.3	19.3	0.9	1.6	8.0	9.0	12.5	1.6	3.2	13.2	7.7	8.1	1.4	4.9	11.5
CA 7, City of Oakland	41.5	31.8	10.3	39.9	70.3	31.3	23.0	11.6	26.4	51.0	19.4	14.4	8.8	17.5	28.2
CA 8, Alameda Co (w/o Oakland)	12.1	23.0	1.2	2.8	6.8	10.4	15.3	2.1	4.6	9.9	7.5	8.9	1.7	4.1	10.0
CA 9, San Mateo Co	6.1	13.3	0.5	1.3	5.1	3.4	5.9	0.8	1.6	3.0	2.1	2.8	0.4	1.0	2.5
CA10, City of San Jose	3.6	3.5	1.0	2.6	5.3	3.0	1.8	1.7	2.7	3.8	2.7	2.8	0.8	1.8	3.7
CA11, Santa Clara Co (excluding San Jose)	3.5	10.3	0.5	1.1	3.1	2.5	3.8	0.7	1.8	2.8	2.3	3.2	0.3	1.2	3.1
% Hispanic
CA 4, Marin Co	4.3	3.0	2.5	3.9	4.7	9.1	10.1	3.8	5.6	11.1	15.9	17.9	7.1	10.5	17.7
CA 5, San Francisco Co	11.6	11.7	4.6	6.6	13.6	14.9	14.5	5.3	8.3	20.5	15.1	11.4	6.6	11.4	22.0
CA 6, Contra Costa Co	8.8	7.4	4.3	6.7	11.1	16.5	14.1	6.6	11.5	20.7	23.6	18.3	9.6	17.9	32.5
CA 7, City of Oakland	9.1	10.5	3.3	5.9	9.5	18.4	16.3	6.6	10.7	29.1	22.8	18.9	9.2	15.3	32.1
CA 8, Alameda Co (w/o Oakland)	12.1	10.2	5.5	8.9	16.4	16.9	13.1	8.0	13.1	21.3	20.4	15.5	9.1	15.4	27.7
CA 9, San Mateo Co	11.4	9.1	5.2	8.2	14.6	18.7	17.1	6.6	13.1	24.1	22.3	18.6	8.9	16.1	28.1
CA10, City of San Jose	21.7	18.5	8.6	13.1	31.6	27.6	21.0	12.5	18.3	40.6	28.9	20.1	13.2	23.9	41.0
CA11, Santa Clara Co (excluding San Jose)	11.4	10.2	4.4	8.5	14.5	15.9	14.8	5.2	11.2	19.1	18.9	17.7	5.3	13.0	24.2
% API, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	4.5	2.4	2.7	4.2	5.9	5.8	3.5	3.3	5.0	7.6
CA 5, San Francisco Co	NA	NA	NA	NA	NA	29.6	19.3	11.6	26.0	44.0	33.9	19.3	16.8	32.1	46.3
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	12.0	8.0	6.5	10.6	14.8	18.7	14.5	9.1	14.4	23.6
CA 7, City of Oakland	NA	NA	NA	NA	NA	15.1	14.2	5.4	10.6	18.8	18.4	13.5	9.0	14.5	25.1
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	19.9	15.1	9.0	15.2	26.5	32.8	20.8	16.4	27.0	45.6
CA 9, San Mateo Co	NA	NA	NA	NA	NA	21.0	16.8	7.9	15.0	29.7	30.4	18.9	15.7	26.7	43.9
CA10, City of San Jose	NA	NA	NA	NA	NA	25.8	17.9	11.4	20.4	36.8	37.0	20.7	20.6	31.0	51.7
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	23.0	16.4	9.6	20.0	34.6	35.8	22.0	18.6	32.8	51.6
% Native, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.2	0.3	0.1	0.4	0.0	0.0	0.0
CA 5, San Francisco Co	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.2	0.3	0.2	0.8	0.0	0.0	0.0
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	0.4	0.2	0.2	0.3	0.5	0.2	0.4	0.0	0.0	0.3
CA 7, City of Oakland	NA	NA	NA	NA	NA	0.5	1.3	0.2	0.3	0.5	0.4	1.0	0.0	0.1	0.4
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	0.4	1.0	0.2	0.3	0.5	0.3	0.6	0.0	0.1	0.4
CA 9, San Mateo Co	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.1	0.4	0.0	0.0	0.1
CA10, City of San Jose	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.4	0.0	0.0	0.2
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.2	0.4	0.2	0.4	0.0	0.0	0.1
% Two+, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	2.4	0.7	2.0	2.5	2.8	4.2	2.8	2.3	3.7	5.8
CA 5, San Francisco Co	NA	NA	NA	NA	NA	3.0	1.0	2.3	3.0	3.4	4.9	3.1	2.8	4.5	6.6
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	3.5	1.0	2.8	3.5	4.2	5.4	3.1	3.1	4.9	7.0
CA 7, City of Oakland	NA	NA	NA	NA	NA	3.3	1.1	2.5	3.3	4.1	5.2	3.2	3.0	4.6	6.9
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	4.1	1.1	3.4	4.0	4.8	4.7	3.0	2.4	4.3	6.2
CA 9, San Mateo Co	NA	NA	NA	NA	NA	3.3	1.7	2.5	3.0	3.9	4.3	2.4	2.7	4.1	5.9
CA10, City of San Jose	NA	NA	NA	NA	NA	3.0	0.9	2.4	3.1	3.7	3.5	2.3	1.6	3.1	5.1
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	3.0	0.8	2.5	2.9	3.6	4.1	2.4	2.3	3.6	5.7
Median income
CA 4, Marin Co	111.0	36.0	89.0	106.0	129.0	144.0	39.0	115.0	139.0	166.0	153.0	57.0	121.0	142.0	183.0
CA 5, San Francisco Co	73.0	27.0	54.0	74.0	86.0	111.0	41.0	92.0	111.0	133.0	150.0	63.0	109.0	145.0	190.0
CA 6, Contra Costa Co	103.0	37.0	77.0	99.0	127.0	130.0	51.0	91.0	123.0	163.0	143.0	61.0	96.0	134.0	182.0
CA 7, City of Oakland	72.0	40.0	43.0	59.0	88.0	96.0	57.0	57.0	76.0	116.0	119.0	65.0	69.0	101.0	157.0
CA 8, Alameda Co (w/o Oakland)	92.0	34.0	65.0	92.0	114.0	123.0	49.0	89.0	116.0	152.0	146.0	56.0	104.0	138.0	182.0
CA 9, San Mateo Co	109.0	37.0	85.0	103.0	123.0	147.0	61.0	108.0	135.0	167.0	166.0	61.0	123.0	157.0	196.0
CA10, City of San Jose	99.0	30.0	75.0	101.0	121.0	140.0	42.0	108.0	138.0	163.0	152.0	54.0	116.0	147.0	185.0
CA11, Santa Clara Co (excluding San Jose)	111.0	36.0	86.0	104.0	128.0	159.0	54.0	122.0	148.0	183.0	182.0	58.0	139.0	180.0	214.0
Mean income
CA 4, Marin Co	145.0	61.0	108.0	134.0	164.0	204.0	75.0	151.0	183.0	231.0	217.0	86.0	160.0	190.0	255.0
CA 5, San Francisco Co	94.0	45.0	72.0	89.0	105.0	150.0	62.0	117.0	138.0	178.0	198.0	79.0	147.0	188.0	247.0
CA 6, Contra Costa Co	119.0	47.0	85.0	107.0	143.0	158.0	69.0	105.0	143.0	195.0	173.0	77.0	114.0	156.0	215.0
CA 7, City of Oakland	89.0	54.0	57.0	71.0	97.0	123.0	74.0	75.0	93.0	141.0	153.0	78.0	94.0	133.0	189.0
CA 8, Alameda Co (w/o Oakland)	106.0	42.0	76.0	100.0	123.0	148.0	61.0	107.0	136.0	177.0	177.0	65.0	130.0	165.0	213.0
CA 9, San Mateo Co	133.0	67.0	95.0	117.0	146.0	190.0	100.0	131.0	158.0	207.0	222.0	103.0	154.0	196.0	267.0
CA10, City of San Jose	110.0	32.0	86.0	108.0	130.0	165.0	51.0	130.0	162.0	190.0	187.0	64.0	146.0	178.0	223.0
CA11, Santa Clara Co (excluding San Jose)	131.0	55.0	97.0	116.0	146.0	200.0	78.0	148.0	177.0	225.0	237.0	86.0	178.0	222.0	275.0
% in poverty
CA 4, Marin Co	7.3	4.8	4.8	6.4	8.4	5.9	4.0	3.6	4.9	6.7	7.0	6.3	3.3	5.9	8.6
CA 5, San Francisco Co	13.9	9.2	7.4	10.7	18.6	10.1	7.2	5.8	8.1	11.7	11.1	10.7	4.7	8.1	13.7
CA 6, Contra Costa Co	7.5	7.0	3.0	5.8	8.3	6.7	6.2	2.6	4.3	8.3	8.0	6.3	3.7	6.1	10.8
CA 7, City of Oakland	18.2	13.3	7.3	16.2	26.1	15.2	10.9	4.8	15.0	23.5	13.2	10.3	5.4	10.4	19.1
CA 8, Alameda Co (w/o Oakland)	9.7	9.1	3.7	7.0	11.4	8.4	8.5	3.3	5.8	9.3	8.1	7.4	3.3	6.1	10.3
CA 9, San Mateo Co	6.2	5.3	3.3	5.0	7.2	5.1	4.4	2.8	4.0	6.0	6.1	4.2	3.1	5.3	8.4
CA10, City of San Jose	8.7	7.3	4.1	6.0	10.2	7.0	5.1	3.1	5.6	9.8	7.9	5.8	3.7	6.6	10.6
CA11, Santa Clara Co (excluding San Jose)	6.4	5.2	3.4	5.1	8.2	5.4	3.9	2.8	4.6	6.5	6.0	4.2	3.0	5.2	8.0
% with BA+
CA 4, Marin Co	37.8	13.0	30.6	37.3	45.6	52.6	16.0	40.1	55.1	66.7	59.0	18.1	48.5	61.8	74.5
CA 5, San Francisco Co	27.1	14.8	15.5	25.6	36.9	42.9	20.3	24.2	43.8	59.8	57.9	21.6	42.5	60.4	75.4
CA 6, Contra Costa Co	24.3	15.6	12.4	21.4	35.9	35.6	21.1	15.9	31.9	52.9	44.5	22.6	25.7	41.8	63.9
CA 7, City of Oakland	21.8	18.5	6.4	14.8	33.9	32.4	24.7	11.7	23.2	50.6	48.8	23.9	26.8	53.6	68.0
CA 8, Alameda Co (w/o Oakland)	23.3	18.9	10.2	16.9	27.8	37.9	20.8	20.8	35.3	51.1	51.1	20.7	34.3	52.3	67.1
CA 9, San Mateo Co	26.7	14.8	14.8	24.7	34.1	40.7	19.5	25.8	38.6	54.9	53.3	18.8	39.9	53.8	68.8
CA10, City of San Jose	20.4	10.0	11.8	20.5	26.5	32.8	17.2	19.2	32.8	44.0	46.2	20.3	30.4	47.6	60.3
CA11, Santa Clara Co (excluding San Jose)	30.3	15.7	19.3	26.6	40.9	48.7	19.5	35.5	48.2	64.9	61.1	20.1	47.4	64.3	77.9

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Bay Area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Bay Area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Bay Area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Bay Area

Figure Notes:
- Excludes students with missing values for race. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Bay Area

Figure Notes:
- Excludes students with missing values for race. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Bay Area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA 4, Marin Co	520	485	310	30	10	92	39	4	0
CA 5, San Francisco Co	848	793	237	313	9	147	83	3	1
CA 6, Contra Costa Co	2,121	1,992	824	412	77	492	176	5	6
CA 7, City of Oakland	327	304	99	66	39	76	24	0	0
CA 8, Alameda Co (w/o Oakland)	1,842	1,760	454	711	52	388	131	13	11
CA 9, San Mateo Co	1,313	1,207	461	317	12	310	93	2	12
CA10, City of San Jose	1,427	1,340	353	496	26	361	93	5	6
CA11, Santa Clara Co (excluding San Jose)	1,581	1,507	553	446	32	335	128	8	5
All	9,979	9,388	3,291	2,791	257	2,201	767	40	41
Purchased students by geomarket
CA 4, Marin Co	520	100	63.9	6.2	2.1	19.0	8.0	0.8	0.0
CA 5, San Francisco Co	848	100	29.9	39.5	1.1	18.5	10.5	0.4	0.1
CA 6, Contra Costa Co	2,121	100	41.4	20.7	3.9	24.7	8.8	0.3	0.3
CA 7, City of Oakland	327	100	32.6	21.7	12.8	25.0	7.9	0.0	0.0
CA 8, Alameda Co (w/o Oakland)	1,842	100	25.8	40.4	3.0	22.0	7.4	0.7	0.6
CA 9, San Mateo Co	1,313	100	38.2	26.3	1.0	25.7	7.7	0.2	1.0
CA10, City of San Jose	1,427	100	26.3	37.0	1.9	26.9	6.9	0.4	0.4
CA11, Santa Clara Co (excluding San Jose)	1,581	100	36.7	29.6	2.1	22.2	8.5	0.5	0.3
All	9,979	100	35.1	29.7	2.7	23.4	8.2	0.4	0.4
Purchased students by racial/ethnic group
CA 4, Marin Co	520	5.2	9.4	1.1	3.9	4.2	5.1	10.0	0.0
CA 5, San Francisco Co	848	8.4	7.2	11.2	3.5	6.7	10.8	7.5	2.4
CA 6, Contra Costa Co	2,121	21.2	25.0	14.8	30.0	22.4	22.9	12.5	14.6
CA 7, City of Oakland	327	3.2	3.0	2.4	15.2	3.5	3.1	0.0	0.0
CA 8, Alameda Co (w/o Oakland)	1,842	18.7	13.8	25.5	20.2	17.6	17.1	32.5	26.8
CA 9, San Mateo Co	1,313	12.9	14.0	11.4	4.7	14.1	12.1	5.0	29.3
CA10, City of San Jose	1,427	14.3	10.7	17.8	10.1	16.4	12.1	12.5	14.6
CA11, Santa Clara Co (excluding San Jose)	1,581	16.1	16.8	16.0	12.5	15.2	16.7	20.0	12.2
All	9,979	100	100	100	100	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA 4, Marin Co	454	397	277	38	4	45	31	2	0
CA 5, San Francisco Co	865	821	273	362	7	87	87	3	2
CA 6, Contra Costa Co	1,518	1,373	568	447	30	192	129	5	2
CA 7, City of Oakland	324	307	145	79	15	37	30	1	0
CA 8, Alameda Co (w/o Oakland)	1,704	1,590	394	875	29	147	129	7	9
CA 9, San Mateo Co	1,081	981	425	294	5	146	105	3	3
CA10, City of San Jose	1,339	1,265	239	751	13	153	96	4	9
CA11, Santa Clara Co (excluding San Jose)	1,639	1,496	498	690	13	148	136	7	4
All	8,924	8,230	2,819	3,536	116	955	743	32	29
Purchased students by geomarket
CA 4, Marin Co	454	100	69.8	9.6	1.0	11.3	7.8	0.5	0.0
CA 5, San Francisco Co	865	100	33.3	44.1	0.9	10.6	10.6	0.4	0.2
CA 6, Contra Costa Co	1,518	100	41.4	32.6	2.2	14.0	9.4	0.4	0.1
CA 7, City of Oakland	324	100	47.2	25.7	4.9	12.1	9.8	0.3	0.0
CA 8, Alameda Co (w/o Oakland)	1,704	100	24.8	55.0	1.8	9.2	8.1	0.4	0.6
CA 9, San Mateo Co	1,081	100	43.3	30.0	0.5	14.9	10.7	0.3	0.3
CA10, City of San Jose	1,339	100	18.9	59.4	1.0	12.1	7.6	0.3	0.7
CA11, Santa Clara Co (excluding San Jose)	1,639	100	33.3	46.1	0.9	9.9	9.1	0.5	0.3
All	8,924	100	34.3	43.0	1.4	11.6	9.0	0.4	0.4
Purchased students by racial/ethnic group
CA 4, Marin Co	454	4.8	9.8	1.1	3.4	4.7	4.2	6.2	0.0
CA 5, San Francisco Co	865	10.0	9.7	10.2	6.0	9.1	11.7	9.4	6.9
CA 6, Contra Costa Co	1,518	16.7	20.1	12.6	25.9	20.1	17.4	15.6	6.9
CA 7, City of Oakland	324	3.7	5.1	2.2	12.9	3.9	4.0	3.1	0.0
CA 8, Alameda Co (w/o Oakland)	1,704	19.3	14.0	24.7	25.0	15.4	17.4	21.9	31.0
CA 9, San Mateo Co	1,081	11.9	15.1	8.3	4.3	15.3	14.1	9.4	10.3
CA10, City of San Jose	1,339	15.4	8.5	21.2	11.2	16.0	12.9	12.5	31.0
CA11, Santa Clara Co (excluding San Jose)	1,639	18.2	17.7	19.5	11.2	15.5	18.3	21.9	13.8
All	8,924	100	100	100	100	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA 4, Marin Co	446	400	264	43	4	39	49	0	1
CA 5, San Francisco Co	793	762	260	329	3	61	104	2	3
CA 6, Contra Costa Co	1,786	1,560	520	791	16	99	123	9	2
CA 7, City of Oakland	275	262	129	71	7	21	33	1	0
CA 8, Alameda Co (w/o Oakland)	2,379	2,234	408	1,565	16	104	130	9	2
CA 9, San Mateo Co	1,320	1,185	511	465	6	91	109	3	0
CA10, City of San Jose	1,951	1,825	241	1,367	9	87	114	2	5
CA11, Santa Clara Co (excluding San Jose)	3,436	3,174	717	2,007	11	150	270	13	6
All	12,386	11,402	3,050	6,638	72	652	932	39	19
Purchased students by geomarket
CA 4, Marin Co	446	100	66.0	10.8	1.0	9.8	12.2	0.0	0.2
CA 5, San Francisco Co	793	100	34.1	43.2	0.4	8.0	13.6	0.3	0.4
CA 6, Contra Costa Co	1,786	100	33.3	50.7	1.0	6.3	7.9	0.6	0.1
CA 7, City of Oakland	275	100	49.2	27.1	2.7	8.0	12.6	0.4	0.0
CA 8, Alameda Co (w/o Oakland)	2,379	100	18.3	70.1	0.7	4.7	5.8	0.4	0.1
CA 9, San Mateo Co	1,320	100	43.1	39.2	0.5	7.7	9.2	0.3	0.0
CA10, City of San Jose	1,951	100	13.2	74.9	0.5	4.8	6.2	0.1	0.3
CA11, Santa Clara Co (excluding San Jose)	3,436	100	22.6	63.2	0.3	4.7	8.5	0.4	0.2
All	12,386	100	26.7	58.2	0.6	5.7	8.2	0.3	0.2
Purchased students by racial/ethnic group
CA 4, Marin Co	446	3.5	8.7	0.6	5.6	6.0	5.3	0.0	5.3
CA 5, San Francisco Co	793	6.7	8.5	5.0	4.2	9.4	11.2	5.1	15.8
CA 6, Contra Costa Co	1,786	13.7	17.0	11.9	22.2	15.2	13.2	23.1	10.5
CA 7, City of Oakland	275	2.3	4.2	1.1	9.7	3.2	3.5	2.6	0.0
CA 8, Alameda Co (w/o Oakland)	2,379	19.6	13.4	23.6	22.2	16.0	13.9	23.1	10.5
CA 9, San Mateo Co	1,320	10.4	16.8	7.0	8.3	14.0	11.7	7.7	0.0
CA10, City of San Jose	1,951	16.0	7.9	20.6	12.5	13.3	12.2	5.1	26.3
CA11, Santa Clara Co (excluding San Jose)	3,436	27.8	23.5	30.2	15.3	23.0	29.0	33.3	31.6
All	12,386	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Bay Area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Bay Area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Bay Area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Bay Area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Bay Area

	All	First-gen known	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA 4, Marin Co	520	505	49	64	392
CA 5, San Francisco Co	848	813	124	138	551
CA 6, Contra Costa Co	2,121	2,047	201	439	1,407
CA 7, City of Oakland	327	308	57	43	208
CA 8, Alameda Co (w/o Oakland)	1,842	1,764	257	378	1,129
CA 9, San Mateo Co	1,313	1,208	144	253	811
CA10, City of San Jose	1,427	1,365	198	269	898
CA11, Santa Clara Co (excluding San Jose)	1,581	1,548	156	232	1,160
All	9,979	9,558	1,186	1,816	6,557
Purchased students by geomarket
CA 4, Marin Co	520	100	9.7	12.7	77.6
CA 5, San Francisco Co	848	100	15.3	17.0	67.8
CA 6, Contra Costa Co	2,121	100	9.8	21.4	68.7
CA 7, City of Oakland	327	100	18.5	14.0	67.5
CA 8, Alameda Co (w/o Oakland)	1,842	100	14.6	21.4	64.0
CA 9, San Mateo Co	1,313	100	11.9	20.9	67.1
CA10, City of San Jose	1,427	100	14.5	19.7	65.8
CA11, Santa Clara Co (excluding San Jose)	1,581	100	10.1	15.0	74.9
All	9,979	100	12.4	19.0	68.6
Purchased students by first-generation status
CA 4, Marin Co	520	5.3	4.1	3.5	6.0
CA 5, San Francisco Co	848	8.5	10.5	7.6	8.4
CA 6, Contra Costa Co	2,121	21.4	16.9	24.2	21.5
CA 7, City of Oakland	327	3.2	4.8	2.4	3.2
CA 8, Alameda Co (w/o Oakland)	1,842	18.5	21.7	20.8	17.2
CA 9, San Mateo Co	1,313	12.6	12.1	13.9	12.4
CA10, City of San Jose	1,427	14.3	16.7	14.8	13.7
CA11, Santa Clara Co (excluding San Jose)	1,581	16.2	13.2	12.8	17.7
All	9,979	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA 4, Marin Co	454	420	12	36	372
CA 5, San Francisco Co	865	782	81	96	605
CA 6, Contra Costa Co	1,518	1,429	58	146	1,225
CA 7, City of Oakland	324	269	26	29	214
CA 8, Alameda Co (w/o Oakland)	1,704	1,569	83	155	1,331
CA 9, San Mateo Co	1,081	968	52	98	818
CA10, City of San Jose	1,339	1,243	99	162	982
CA11, Santa Clara Co (excluding San Jose)	1,639	1,553	40	129	1,384
All	8,924	8,233	451	851	6,932
Purchased students by geomarket
CA 4, Marin Co	454	100	2.9	8.6	88.6
CA 5, San Francisco Co	865	100	10.4	12.3	77.4
CA 6, Contra Costa Co	1,518	100	4.1	10.2	85.7
CA 7, City of Oakland	324	100	9.7	10.8	79.6
CA 8, Alameda Co (w/o Oakland)	1,704	100	5.3	9.9	84.8
CA 9, San Mateo Co	1,081	100	5.4	10.1	84.5
CA10, City of San Jose	1,339	100	8.0	13.0	79.0
CA11, Santa Clara Co (excluding San Jose)	1,639	100	2.6	8.3	89.1
All	8,924	100	5.5	10.3	84.2
Purchased students by first-generation status
CA 4, Marin Co	454	5.1	2.7	4.2	5.4
CA 5, San Francisco Co	865	9.5	18.0	11.3	8.7
CA 6, Contra Costa Co	1,518	17.4	12.9	17.2	17.7
CA 7, City of Oakland	324	3.3	5.8	3.4	3.1
CA 8, Alameda Co (w/o Oakland)	1,704	19.1	18.4	18.2	19.2
CA 9, San Mateo Co	1,081	11.8	11.5	11.5	11.8
CA10, City of San Jose	1,339	15.1	22.0	19.0	14.2
CA11, Santa Clara Co (excluding San Jose)	1,639	18.9	8.9	15.2	20.0
All	8,924	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA 4, Marin Co	446	420	10	17	393
CA 5, San Francisco Co	793	728	49	78	601
CA 6, Contra Costa Co	1,786	1,717	19	110	1,588
CA 7, City of Oakland	275	255	12	22	221
CA 8, Alameda Co (w/o Oakland)	2,379	2,225	46	154	2,025
CA 9, San Mateo Co	1,320	1,181	35	66	1,080
CA10, City of San Jose	1,951	1,835	57	130	1,648
CA11, Santa Clara Co (excluding San Jose)	3,436	3,278	32	115	3,131
All	12,386	11,639	260	692	10,688
Purchased students by geomarket
CA 4, Marin Co	446	100	2.4	4.0	93.6
CA 5, San Francisco Co	793	100	6.7	10.7	82.6
CA 6, Contra Costa Co	1,786	100	1.1	6.4	92.5
CA 7, City of Oakland	275	100	4.7	8.6	86.7
CA 8, Alameda Co (w/o Oakland)	2,379	100	2.1	6.9	91.0
CA 9, San Mateo Co	1,320	100	3.0	5.6	91.4
CA10, City of San Jose	1,951	100	3.1	7.1	89.8
CA11, Santa Clara Co (excluding San Jose)	3,436	100	1.0	3.5	95.5
All	12,386	100	2.2	5.9	91.8
Purchased students by first-generation status
CA 4, Marin Co	446	3.6	3.8	2.5	3.7
CA 5, San Francisco Co	793	6.3	18.8	11.3	5.6
CA 6, Contra Costa Co	1,786	14.8	7.3	15.9	14.9
CA 7, City of Oakland	275	2.2	4.6	3.2	2.1
CA 8, Alameda Co (w/o Oakland)	2,379	19.1	17.7	22.3	18.9
CA 9, San Mateo Co	1,320	10.1	13.5	9.5	10.1
CA10, City of San Jose	1,951	15.8	21.9	18.8	15.4
CA11, Santa Clara Co (excluding San Jose)	3,436	28.2	12.3	16.6	29.3
All	12,386	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Bay Area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Bay Area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Bay Area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Bay Area Geomarkets

	All	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
All
All	9,112	12.6	19.0	68.4
CA 4, Marin Co	475	9.9	12.6	77.5
CA 5, San Francisco Co	775	15.4	16.9	67.7
CA 6, Contra Costa Co	1,954	10.1	21.6	68.2
CA 7, City of Oakland	290	19.3	12.8	67.9
CA 8, Alameda Co (w/o Oakland)	1,693	14.6	21.8	63.6
CA 9, San Mateo Co	1,121	12.2	20.2	67.6
CA10, City of San Jose	1,312	14.5	20.1	65.4
CA11, Santa Clara Co (excluding San Jose)	1,492	10.3	15.0	74.7
Asian
All	2,693	14.0	22.1	63.9
CA 4, Marin Co	29	17.2	13.8	69.0
CA 5, San Francisco Co	303	25.7	23.4	50.8
CA 6, Contra Costa Co	399	9.5	20.6	69.9
CA 7, City of Oakland	59	42.4	22.0	35.6
CA 8, Alameda Co (w/o Oakland)	678	15.5	22.7	61.8
CA 9, San Mateo Co	301	9.6	25.9	64.5
CA10, City of San Jose	480	13.5	23.5	62.9
CA11, Santa Clara Co (excluding San Jose)	444	7.4	17.8	74.8
Black/African American
All	250	6.0	27.2	66.8
CA 4, Marin Co	10	10.0	10.0	80.0
CA 5, San Francisco Co	9	0.0	44.4	55.6
CA 6, Contra Costa Co	76	1.3	27.6	71.1
CA 7, City of Oakland	38	7.9	21.1	71.1
CA 8, Alameda Co (w/o Oakland)	50	12.0	26.0	62.0
CA 9, San Mateo Co	10	0.0	20.0	80.0
CA10, City of San Jose	26	15.4	19.2	65.4
CA11, Santa Clara Co (excluding San Jose)	31	0.0	45.2	54.8
Hispanic/Latino
All	2,137	28.4	25.3	46.3
CA 4, Marin Co	88	34.1	19.3	46.6
CA 5, San Francisco Co	143	22.4	20.3	57.3
CA 6, Contra Costa Co	488	24.0	28.5	47.5
CA 7, City of Oakland	73	35.6	11.0	53.4
CA 8, Alameda Co (w/o Oakland)	377	27.6	30.2	42.2
CA 9, San Mateo Co	282	32.3	23.0	44.7
CA10, City of San Jose	354	30.2	26.0	43.8
CA11, Santa Clara Co (excluding San Jose)	332	30.1	23.2	46.7
White
All	3,207	3.5	12.0	84.5
CA 4, Marin Co	307	3.3	10.7	86.0
CA 5, San Francisco Co	234	2.6	7.7	89.7
CA 6, Contra Costa Co	808	3.8	16.6	79.6
CA 7, City of Oakland	96	1.0	4.2	94.8
CA 8, Alameda Co (w/o Oakland)	435	5.7	13.8	80.5
CA 9, San Mateo Co	433	3.2	13.4	83.4
CA10, City of San Jose	349	3.2	10.3	86.5
CA11, Santa Clara Co (excluding San Jose)	545	2.6	7.7	89.7
Two or More Races, Non-Hispanic
All	746	3.8	17.3	79.0
CA 4, Marin Co	37	0.0	13.5	86.5
CA 5, San Francisco Co	82	3.7	11.0	85.4
CA 6, Contra Costa Co	172	5.2	26.2	68.6
CA 7, City of Oakland	24	4.2	16.7	79.2
CA 8, Alameda Co (w/o Oakland)	130	4.6	17.7	77.7
CA 9, San Mateo Co	82	3.7	20.7	75.6
CA10, City of San Jose	92	1.1	17.4	81.5
CA11, Santa Clara Co (excluding San Jose)	127	3.9	7.9	88.2
American Indian/Alaska Native
All	39	10.3	12.8	76.9
CA 4, Marin Co	4	25.0	0.0	75.0
CA 5, San Francisco Co	3	0.0	0.0	100.0
CA 6, Contra Costa Co	5	20.0	20.0	60.0
CA 8, Alameda Co (w/o Oakland)	12	8.3	16.7	75.0
CA 9, San Mateo Co	2	0.0	0.0	100.0
CA10, City of San Jose	5	20.0	20.0	60.0
CA11, Santa Clara Co (excluding San Jose)	8	0.0	12.5	87.5
Native Hawaiian/Pacific Islander
All	40	7.5	30.0	62.5
CA 5, San Francisco Co	1	0.0	0.0	100.0
CA 6, Contra Costa Co	6	16.7	16.7	66.7
CA 8, Alameda Co (w/o Oakland)	11	0.0	27.3	72.7
CA 9, San Mateo Co	11	0.0	54.5	45.5
CA10, City of San Jose	6	16.7	16.7	66.7
CA11, Santa Clara Co (excluding San Jose)	5	20.0	20.0	60.0
Orders 448420 & 546946, PSAT score 1190 - 1260
All
All	7,726	5.6	10.5	83.9
CA 4, Marin Co	375	2.7	8.8	88.5
CA 5, San Francisco Co	757	10.3	12.7	77.0
CA 6, Contra Costa Co	1,303	4.4	10.3	85.3
CA 7, City of Oakland	262	9.9	11.1	79.0
CA 8, Alameda Co (w/o Oakland)	1,499	5.1	10.0	84.9
CA 9, San Mateo Co	898	5.5	10.0	84.5
CA10, City of San Jose	1,193	8.0	13.1	79.0
CA11, Santa Clara Co (excluding San Jose)	1,439	2.8	8.8	88.5
Asian
All	3,305	7.6	12.4	80.0
CA 4, Marin Co	36	5.6	5.6	88.9
CA 5, San Francisco Co	327	19.9	18.3	61.8
CA 6, Contra Costa Co	425	4.2	9.2	86.6
CA 7, City of Oakland	69	31.9	24.6	43.5
CA 8, Alameda Co (w/o Oakland)	820	5.5	10.5	84.0
CA 9, San Mateo Co	271	5.2	15.5	79.3
CA10, City of San Jose	696	9.1	14.4	76.6
CA11, Santa Clara Co (excluding San Jose)	661	3.3	9.8	86.8
Black/African American
All	105	4.8	19.0	76.2
CA 4, Marin Co	3	0.0	0.0	100.0
CA 5, San Francisco Co	6	0.0	50.0	50.0
CA 6, Contra Costa Co	26	0.0	23.1	76.9
CA 7, City of Oakland	13	0.0	0.0	100.0
CA 8, Alameda Co (w/o Oakland)	27	3.7	14.8	81.5
CA 9, San Mateo Co	5	20.0	0.0	80.0
CA10, City of San Jose	12	16.7	33.3	50.0
CA11, Santa Clara Co (excluding San Jose)	13	7.7	23.1	69.2
Hispanic/Latino
All	895	14.0	16.2	69.8
CA 4, Marin Co	43	14.0	20.9	65.1
CA 5, San Francisco Co	82	13.4	12.2	74.4
CA 6, Contra Costa Co	183	13.7	18.0	68.3
CA 7, City of Oakland	27	11.1	22.2	66.7
CA 8, Alameda Co (w/o Oakland)	140	15.0	17.9	67.1
CA 9, San Mateo Co	130	20.0	13.1	66.9
CA10, City of San Jose	147	15.0	14.3	70.7
CA11, Santa Clara Co (excluding San Jose)	143	7.7	16.8	75.5
White
All	2,657	1.2	6.6	92.2
CA 4, Marin Co	263	0.4	8.0	91.6
CA 5, San Francisco Co	255	0.8	5.1	94.1
CA 6, Contra Costa Co	540	1.7	8.0	90.4
CA 7, City of Oakland	123	0.0	4.1	95.9
CA 8, Alameda Co (w/o Oakland)	375	1.6	6.7	91.7
CA 9, San Mateo Co	390	1.5	5.9	92.6
CA10, City of San Jose	231	1.7	10.0	88.3
CA11, Santa Clara Co (excluding San Jose)	480	1.0	4.6	94.4
Two or More Races, Non-Hispanic
All	706	2.1	7.9	89.9
CA 4, Marin Co	28	3.6	3.6	92.9
CA 5, San Francisco Co	82	0.0	9.8	90.2
CA 6, Contra Costa Co	122	3.3	10.7	86.1
CA 7, City of Oakland	29	3.4	3.4	93.1
CA 8, Alameda Co (w/o Oakland)	123	1.6	7.3	91.1
CA 9, San Mateo Co	97	2.1	7.2	90.7
CA10, City of San Jose	94	4.3	8.5	87.2
CA11, Santa Clara Co (excluding San Jose)	131	0.8	6.9	92.4
American Indian/Alaska Native
All	31	3.2	12.9	83.9
CA 4, Marin Co	2	0.0	0.0	100.0
CA 5, San Francisco Co	3	0.0	0.0	100.0
CA 6, Contra Costa Co	5	20.0	0.0	80.0
CA 7, City of Oakland	1	0.0	0.0	100.0
CA 8, Alameda Co (w/o Oakland)	6	0.0	0.0	100.0
CA 9, San Mateo Co	3	0.0	33.3	66.7
CA10, City of San Jose	4	0.0	0.0	100.0
CA11, Santa Clara Co (excluding San Jose)	7	0.0	42.9	57.1
Native Hawaiian/Pacific Islander
All	27	3.7	11.1	85.2
CA 5, San Francisco Co	2	0.0	100.0	0.0
CA 6, Contra Costa Co	2	0.0	0.0	100.0
CA 8, Alameda Co (w/o Oakland)	8	12.5	12.5	75.0
CA 9, San Mateo Co	2	0.0	0.0	100.0
CA10, City of San Jose	9	0.0	0.0	100.0
CA11, Santa Clara Co (excluding San Jose)	4	0.0	0.0	100.0
Orders 448374 & 546945, PSAT score 1270 - 1520
All
All	10,935	2.3	6.0	91.7
CA 4, Marin Co	382	2.4	4.2	93.5
CA 5, San Francisco Co	711	6.8	10.8	82.4
CA 6, Contra Costa Co	1,513	1.2	6.4	92.4
CA 7, City of Oakland	248	4.8	8.5	86.7
CA 8, Alameda Co (w/o Oakland)	2,139	2.1	6.9	91.0
CA 9, San Mateo Co	1,101	3.0	5.5	91.5
CA10, City of San Jose	1,752	3.1	7.1	89.7
CA11, Santa Clara Co (excluding San Jose)	3,089	1.0	3.5	95.5
Asian
All	6,387	2.6	6.6	90.8
CA 4, Marin Co	42	2.4	0.0	97.6
CA 5, San Francisco Co	299	13.0	20.1	66.9
CA 6, Contra Costa Co	776	1.0	5.9	93.0
CA 7, City of Oakland	66	15.2	21.2	63.6
CA 8, Alameda Co (w/o Oakland)	1,500	2.4	7.1	90.5
CA 9, San Mateo Co	434	5.8	6.7	87.6
CA10, City of San Jose	1,310	2.7	7.7	89.5
CA11, Santa Clara Co (excluding San Jose)	1,960	0.7	3.3	96.0
Black/African American
All	68	4.4	13.2	82.4
CA 4, Marin Co	4	0.0	0.0	100.0
CA 5, San Francisco Co	3	0.0	33.3	66.7
CA 6, Contra Costa Co	15	6.7	13.3	80.0
CA 7, City of Oakland	7	14.3	28.6	57.1
CA 8, Alameda Co (w/o Oakland)	14	0.0	7.1	92.9
CA 9, San Mateo Co	6	0.0	16.7	83.3
CA10, City of San Jose	9	11.1	0.0	88.9
CA11, Santa Clara Co (excluding San Jose)	10	0.0	20.0	80.0
Hispanic/Latino
All	625	8.5	10.9	80.6
CA 4, Marin Co	38	10.5	13.2	76.3
CA 5, San Francisco Co	60	6.7	5.0	88.3
CA 6, Contra Costa Co	95	4.2	11.6	84.2
CA 7, City of Oakland	20	5.0	20.0	75.0
CA 8, Alameda Co (w/o Oakland)	99	6.1	17.2	76.8
CA 9, San Mateo Co	85	9.4	8.2	82.4
CA10, City of San Jose	86	16.3	14.0	69.8
CA11, Santa Clara Co (excluding San Jose)	142	8.5	6.3	85.2
White
All	2,913	0.6	4.2	95.2
CA 4, Marin Co	252	0.4	3.2	96.4
CA 5, San Francisco Co	251	1.6	4.0	94.4
CA 6, Contra Costa Co	496	1.0	7.3	91.7
CA 7, City of Oakland	122	0.0	0.0	100.0
CA 8, Alameda Co (w/o Oakland)	391	0.5	4.3	95.1
CA 9, San Mateo Co	472	0.0	4.2	95.8
CA10, City of San Jose	232	1.3	2.6	96.1
CA11, Santa Clara Co (excluding San Jose)	697	0.4	3.7	95.8
Two or More Races, Non-Hispanic
All	888	0.6	3.2	96.3
CA 4, Marin Co	45	6.7	6.7	86.7
CA 5, San Francisco Co	95	0.0	3.2	96.8
CA 6, Contra Costa Co	120	0.0	1.7	98.3
CA 7, City of Oakland	32	0.0	3.1	96.9
CA 8, Alameda Co (w/o Oakland)	125	0.0	3.2	96.8
CA 9, San Mateo Co	102	0.0	3.9	96.1
CA10, City of San Jose	108	0.9	4.6	94.4
CA11, Santa Clara Co (excluding San Jose)	261	0.4	2.3	97.3
American Indian/Alaska Native
All	35	0.0	5.7	94.3
CA 6, Contra Costa Co	9	0.0	0.0	100.0
CA 7, City of Oakland	1	0.0	0.0	100.0
CA 8, Alameda Co (w/o Oakland)	8	0.0	12.5	87.5
CA 9, San Mateo Co	2	0.0	0.0	100.0
CA10, City of San Jose	2	0.0	0.0	100.0
CA11, Santa Clara Co (excluding San Jose)	13	0.0	7.7	92.3
Native Hawaiian/Pacific Islander
All	19	5.3	15.8	78.9
CA 4, Marin Co	1	0.0	0.0	100.0
CA 5, San Francisco Co	3	33.3	0.0	66.7
CA 6, Contra Costa Co	2	0.0	0.0	100.0
CA 8, Alameda Co (w/o Oakland)	2	0.0	50.0	50.0
CA10, City of San Jose	5	0.0	20.0	80.0
CA11, Santa Clara Co (excluding San Jose)	6	0.0	16.7	83.3

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Bay Area

Fullscreen

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Boston area

Research question 1

Racial/ethnic composition of Boston area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Boston area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Boston area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
MA 6, Boston & Cambridge	77.9	30.5	71.2	93.0	97.4	63.2	29.1	45.4	72.2	86.2	55.2	24.4	39.5	60.2	75.0
MA 8, Lowell, Concord, & Wellesley	96.0	4.8	96.1	97.4	98.3	86.9	14.2	85.1	92.0	95.1	75.5	15.5	68.1	79.9	87.0
MA10, Milton, Lexington, & Waltham	93.0	11.4	93.3	96.3	98.0	82.3	16.5	79.4	86.9	92.6	69.2	17.7	63.3	72.9	81.3
% Black, non-Hispanic
MA 6, Boston & Cambridge	13.9	25.8	0.4	1.5	10.5	14.6	21.3	1.8	5.0	16.0	13.3	18.3	2.4	5.7	15.0
MA 8, Lowell, Concord, & Wellesley	0.9	1.1	0.3	0.5	1.2	1.6	1.7	0.5	0.9	2.3	3.3	3.8	0.6	2.2	4.6
MA10, Milton, Lexington, & Waltham	3.1	9.9	0.3	0.8	1.6	5.4	12.6	0.9	1.7	3.1	7.4	13.6	1.3	2.9	6.2
% Hispanic
MA 6, Boston & Cambridge	5.2	8.6	0.9	2.0	5.3	11.1	12.8	2.9	6.5	14.9	16.2	15.7	5.6	10.7	21.1
MA 8, Lowell, Concord, & Wellesley	1.9	3.7	0.5	0.7	1.2	4.2	6.8	1.1	1.6	3.3	6.8	7.8	1.8	4.1	8.6
MA10, Milton, Lexington, & Waltham	1.7	2.6	0.6	1.0	1.7	3.8	4.2	1.4	2.3	4.3	7.1	6.8	2.9	5.0	10.0
% API, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	7.1	7.7	2.3	4.9	9.9	11.3	9.8	4.1	8.3	16.3
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	5.7	7.1	1.8	3.5	6.4	11.1	9.7	3.8	7.9	15.8
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	6.6	5.2	2.6	5.1	9.5	12.7	9.0	5.7	11.3	17.5
% Native, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.2	0.6	0.0	0.0	0.0
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.5	0.0	0.0	0.0
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.3	0.0	0.0	0.0
% Two+, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	2.8	1.9	1.4	2.4	3.4	3.1	2.5	1.5	2.5	4.2
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	1.3	1.1	0.7	1.0	1.5	2.5	2.0	1.2	2.0	3.3
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	1.5	0.9	0.9	1.3	1.7	3.1	2.2	1.6	2.9	4.1
Median income
MA 6, Boston & Cambridge	66.0	25.0	48.0	64.0	78.0	91.0	38.0	65.0	86.0	108.0	113.0	51.0	76.0	108.0	141.0
MA 8, Lowell, Concord, & Wellesley	104.0	32.0	88.0	101.0	120.0	139.0	49.0	113.0	134.0	166.0	151.0	56.0	115.0	148.0	184.0
MA10, Milton, Lexington, & Waltham	99.0	34.0	78.0	93.0	117.0	130.0	49.0	97.0	124.0	156.0	147.0	55.0	107.0	138.0	177.0
Mean income
MA 6, Boston & Cambridge	80.0	35.0	59.0	74.0	89.0	119.0	53.0	86.0	107.0	135.0	150.0	68.0	101.0	137.0	182.0
MA 8, Lowell, Concord, & Wellesley	121.0	48.0	95.0	112.0	137.0	172.0	73.0	127.0	155.0	202.0	189.0	76.0	141.0	172.0	232.0
MA10, Milton, Lexington, & Waltham	122.0	56.0	89.0	107.0	141.0	166.0	76.0	116.0	148.0	196.0	193.0	78.0	137.0	170.0	233.0
% in poverty
MA 6, Boston & Cambridge	16.0	11.3	7.7	12.7	21.3	14.7	10.5	7.0	11.9	20.8	14.3	11.0	5.9	10.8	20.5
MA 8, Lowell, Concord, & Wellesley	6.2	6.1	3.0	4.4	6.1	5.7	6.8	2.6	3.9	5.9	6.6	6.6	2.8	4.6	7.8
MA10, Milton, Lexington, & Waltham	7.6	7.6	3.7	4.9	8.7	7.3	7.8	3.3	5.1	8.5	8.1	6.8	3.4	6.6	10.3
% with BA+
MA 6, Boston & Cambridge	21.2	17.5	8.2	15.1	30.5	39.3	23.3	18.4	35.6	58.6	56.0	24.8	33.2	58.0	78.3
MA 8, Lowell, Concord, & Wellesley	26.9	15.7	14.9	24.2	36.1	43.4	19.9	27.9	43.3	59.4	55.7	19.2	42.6	57.0	70.8
MA10, Milton, Lexington, & Waltham	31.1	15.9	16.7	27.7	44.4	50.1	18.8	34.0	47.8	67.3	63.6	18.1	49.8	64.9	78.4

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Boston area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Chicago area

Research question 1

Racial/ethnic composition of Chicago area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Chicago area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Chicago area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
IL 7, Chain of Lakes	85.5	21.2	85.4	94.9	97.3	73.0	26.6	59.2	86.2	91.6	58.7	26.5	38.2	68.2	81.2
IL 8, Northwest Suburbs	92.9	4.5	91.0	93.8	96.0	77.3	15.9	67.7	82.7	89.2	61.5	19.5	46.7	65.2	75.4
IL 9, North Shore	93.3	5.6	92.3	95.5	96.6	84.2	12.7	77.8	90.2	93.2	74.2	16.1	60.8	78.8	86.9
IL10, Evanston & Skokie	87.4	17.0	87.9	92.3	95.8	73.8	19.2	65.7	77.1	89.1	63.7	18.6	52.6	65.7	78.7
IL11, City of Chicago	45.5	38.2	1.9	48.2	84.9	32.2	32.6	1.2	20.2	62.5	32.8	29.5	3.3	26.2	60.4
IL12, Western Suburbs	87.2	20.0	88.5	94.1	96.7	68.3	25.3	55.8	78.3	86.5	55.6	25.6	39.3	60.6	76.0
IL13, South & Southwest Suburbs	83.1	24.5	84.1	94.7	97.4	65.5	30.8	40.1	80.1	90.9	53.4	30.4	24.1	59.8	79.7
% Black, non-Hispanic
IL 7, Chain of Lakes	7.9	16.8	0.1	0.5	5.1	7.6	14.2	0.7	1.5	7.6	7.6	10.7	0.7	2.3	10.4
IL 8, Northwest Suburbs	0.8	1.3	0.1	0.4	1.0	2.0	2.2	0.6	1.2	2.6	3.0	3.9	0.5	1.8	3.9
IL 9, North Shore	1.8	4.4	0.2	0.5	1.2	2.2	5.6	0.4	0.9	1.5	2.6	4.5	0.2	1.1	2.7
IL10, Evanston & Skokie	5.8	15.6	0.1	0.3	2.5	7.0	14.7	0.3	0.9	4.0	6.7	10.7	0.8	2.2	7.7
IL11, City of Chicago	36.6	43.6	0.2	6.1	96.2	40.2	42.7	1.8	13.3	96.2	32.9	38.2	2.1	8.0	77.0
IL12, Western Suburbs	6.4	19.2	0.1	0.4	1.7	9.3	20.6	0.9	2.0	5.3	9.3	16.9	1.5	3.8	8.5
IL13, South & Southwest Suburbs	11.7	23.1	0.1	0.6	9.6	22.7	29.8	0.7	5.7	38.6	23.8	29.6	2.2	8.4	38.5
% Hispanic
IL 7, Chain of Lakes	5.0	7.2	1.4	2.5	5.3	14.3	18.0	3.0	5.4	17.8	23.5	21.5	6.4	13.7	36.2
IL 8, Northwest Suburbs	3.9	3.4	1.7	2.8	5.3	11.1	12.4	3.3	6.1	12.5	18.2	17.6	6.1	11.8	23.8
IL 9, North Shore	2.2	2.3	1.1	1.6	2.3	5.5	8.4	1.6	2.5	3.5	7.9	9.6	2.4	4.7	9.7
IL10, Evanston & Skokie	2.6	3.4	1.1	1.8	2.9	5.9	5.1	2.9	4.4	7.2	10.0	7.4	4.7	8.5	12.6
IL11, City of Chicago	14.8	21.8	1.0	3.5	20.3	21.9	27.6	1.5	7.4	34.3	25.8	27.9	4.8	13.7	39.0
IL12, Western Suburbs	4.2	6.7	1.3	2.2	4.0	15.9	20.2	3.6	6.5	18.7	23.4	24.4	5.8	13.9	31.1
IL13, South & Southwest Suburbs	4.1	5.8	1.3	2.1	3.7	8.9	10.9	3.1	4.9	9.3	17.9	16.7	6.6	12.4	23.0
% API, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	3.5	3.6	1.0	2.1	4.7	7.4	8.3	1.7	4.9	9.9
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	8.1	6.3	3.0	7.0	11.1	14.8	11.3	6.2	12.4	21.3
IL 9, North Shore	NA	NA	NA	NA	NA	7.0	6.6	2.4	4.7	7.7	12.6	9.9	4.4	9.4	17.6
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	11.1	9.0	3.2	7.2	18.8	16.0	11.8	5.7	12.3	25.9
IL11, City of Chicago	NA	NA	NA	NA	NA	4.0	8.7	0.1	0.8	3.8	6.1	9.9	0.0	2.3	7.9
IL12, Western Suburbs	NA	NA	NA	NA	NA	5.1	4.6	1.7	3.6	7.2	9.2	9.4	2.2	6.0	13.5
IL13, South & Southwest Suburbs	NA	NA	NA	NA	NA	1.3	1.6	0.4	0.9	1.7	2.8	4.9	0.1	1.1	3.1
% Native, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.2	0.8	0.0	0.0	0.0
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.4	0.0	0.0	0.0
IL 9, North Shore	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.0	0.1	0.2	1.0	0.0	0.0	0.0
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.3	0.0	0.0	0.0
IL11, City of Chicago	NA	NA	NA	NA	NA	0.2	0.3	0.0	0.1	0.2	0.1	0.3	0.0	0.0	0.0
IL12, Western Suburbs	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.1	0.1	0.1	0.2	0.0	0.0	0.0
IL13, South & Southwest Suburbs	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.1	0.2	0.1	0.2	0.0	0.0	0.0
% Two+, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	1.2	0.6	0.8	1.1	1.5	2.3	2.1	1.0	1.8	3.2
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	1.3	1.2	0.8	1.1	1.5	2.1	1.9	1.0	1.7	2.7
IL 9, North Shore	NA	NA	NA	NA	NA	1.0	0.5	0.7	0.9	1.2	2.3	2.0	1.0	1.8	3.0
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	1.9	1.2	0.9	1.6	2.7	3.2	2.2	1.6	2.5	4.4
IL11, City of Chicago	NA	NA	NA	NA	NA	1.4	1.2	0.6	1.1	1.9	2.1	2.2	0.3	1.5	3.0
IL12, Western Suburbs	NA	NA	NA	NA	NA	1.3	1.0	0.8	1.1	1.5	2.1	1.9	0.7	1.7	2.9
IL13, South & Southwest Suburbs	NA	NA	NA	NA	NA	1.3	0.8	0.8	1.2	1.6	1.9	1.9	0.6	1.4	2.8
Median income
IL 7, Chain of Lakes	108.0	37.0	84.0	102.0	122.0	131.0	50.0	99.0	119.0	160.0	116.0	52.0	78.0	106.0	144.0
IL 8, Northwest Suburbs	120.0	27.0	103.0	115.0	129.0	129.0	39.0	104.0	119.0	143.0	115.0	37.0	87.0	109.0	136.0
IL 9, North Shore	158.0	50.0	124.0	148.0	191.0	189.0	74.0	142.0	179.0	216.0	170.0	71.0	117.0	164.0	211.0
IL10, Evanston & Skokie	119.0	31.0	99.0	120.0	137.0	123.0	40.0	96.0	115.0	146.0	116.0	44.0	84.0	116.0	141.0
IL11, City of Chicago	66.0	27.0	47.0	66.0	85.0	72.0	35.0	50.0	71.0	88.0	79.0	43.0	50.0	69.0	100.0
IL12, Western Suburbs	105.0	26.0	86.0	102.0	119.0	117.0	39.0	89.0	113.0	137.0	113.0	46.0	81.0	104.0	137.0
IL13, South & Southwest Suburbs	99.0	22.0	87.0	99.0	113.0	99.0	29.0	78.0	96.0	115.0	93.0	36.0	66.0	87.0	118.0
Mean income
IL 7, Chain of Lakes	128.0	60.0	91.0	110.0	137.0	159.0	70.0	109.0	136.0	192.0	143.0	64.0	95.0	131.0	179.0
IL 8, Northwest Suburbs	139.0	49.0	112.0	126.0	144.0	157.0	59.0	120.0	138.0	172.0	140.0	47.0	105.0	131.0	164.0
IL 9, North Shore	248.0	132.0	147.0	204.0	317.0	273.0	122.0	185.0	256.0	318.0	242.0	107.0	159.0	225.0	312.0
IL10, Evanston & Skokie	154.0	59.0	115.0	141.0	174.0	159.0	61.0	121.0	139.0	188.0	162.0	69.0	114.0	152.0	188.0
IL11, City of Chicago	80.0	31.0	60.0	77.0	95.0	96.0	46.0	68.0	88.0	110.0	107.0	60.0	66.0	90.0	129.0
IL12, Western Suburbs	120.0	40.0	95.0	112.0	132.0	143.0	55.0	105.0	132.0	165.0	141.0	62.0	100.0	126.0	170.0
IL13, South & Southwest Suburbs	111.0	29.0	93.0	109.0	123.0	116.0	35.0	93.0	110.0	133.0	111.0	40.0	81.0	105.0	137.0
% in poverty
IL 7, Chain of Lakes	6.3	5.4	3.4	4.5	6.7	5.8	5.9	2.0	4.3	6.7	8.7	7.9	3.3	6.6	11.2
IL 8, Northwest Suburbs	3.4	1.9	2.1	3.0	4.3	3.7	2.6	1.8	3.1	4.9	6.9	4.8	3.8	5.8	9.3
IL 9, North Shore	2.8	1.9	1.4	2.6	3.6	2.9	2.2	1.4	2.1	3.6	6.2	6.0	2.4	4.1	7.5
IL10, Evanston & Skokie	4.2	5.0	1.9	2.7	4.1	5.7	5.9	2.6	3.9	5.9	8.5	6.7	4.0	6.9	10.8
IL11, City of Chicago	21.0	17.1	7.5	15.4	31.4	20.0	15.7	8.2	15.3	29.0	17.7	12.2	8.4	14.8	24.0
IL12, Western Suburbs	5.4	6.0	2.5	3.8	6.1	5.7	5.4	2.5	4.1	7.0	8.0	6.0	3.7	6.5	10.9
IL13, South & Southwest Suburbs	7.5	10.0	2.9	4.5	7.5	8.0	7.6	3.4	5.6	9.4	10.6	8.7	4.4	8.5	14.9
% with BA+
IL 7, Chain of Lakes	19.4	13.6	10.0	14.9	25.7	32.7	20.1	15.7	30.0	52.2	39.6	22.8	19.0	35.4	58.7
IL 8, Northwest Suburbs	23.5	10.7	14.7	23.6	31.2	36.3	14.4	26.4	34.6	46.9	45.2	16.2	32.4	44.1	56.3
IL 9, North Shore	44.9	15.6	31.4	47.2	56.7	59.7	17.5	50.7	63.0	72.2	68.0	18.2	58.3	73.6	81.3
IL10, Evanston & Skokie	33.3	16.3	22.7	31.2	44.2	46.5	17.7	33.6	42.2	59.9	57.6	16.8	45.9	55.6	71.7
IL11, City of Chicago	12.1	13.9	3.6	7.2	14.1	23.2	22.2	7.1	14.4	33.6	37.6	25.9	15.3	30.1	57.1
IL12, Western Suburbs	20.5	13.9	8.5	17.5	31.2	32.8	19.3	15.5	31.4	48.0	42.8	21.5	24.7	42.3	60.7
IL13, South & Southwest Suburbs	12.5	8.4	6.0	9.8	17.2	19.6	11.0	10.9	17.7	26.6	28.5	14.4	17.5	26.9	38.7

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Chicago area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Chicago area

Figure Notes:
- Excludes students with missing values for race. Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Chicago area

Figure Notes:
- Excludes students with missing values for race. Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Chicago area

Figure Notes:
- Excludes students with missing values for race. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Chicago area

Figure Notes:
- Excludes students with missing values for race. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Chicago area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Orders 392833 & 487984, SAT score 1020 - 1150
Count of purchased students
IL 7, Chain of Lakes	1,864	1,818	1,083	135	73	464	60	2	1
IL 8, Northwest Suburbs	1,752	1,674	1,021	176	34	392	49	1	1
IL 9, North Shore	418	379	295	32	7	30	12	3	0
IL10, Evanston & Skokie	706	688	372	129	46	103	36	2	0
IL11, City of Chicago	3,321	3,251	421	170	979	1,613	65	1	2
IL12, Western Suburbs	4,167	4,035	2,275	324	224	1,061	144	3	4
IL13, South & Southwest Suburbs	4,257	4,136	2,261	113	688	925	140	6	3
All	16,485	15,981	7,728	1,079	2,051	4,588	506	18	11
Purchased students by geomarket
IL 7, Chain of Lakes	1,864	100	59.6	7.4	4.0	25.5	3.3	0.1	0.1
IL 8, Northwest Suburbs	1,752	100	61.0	10.5	2.0	23.4	2.9	0.1	0.1
IL 9, North Shore	418	100	77.8	8.4	1.8	7.9	3.2	0.8	0.0
IL10, Evanston & Skokie	706	100	54.1	18.8	6.7	15.0	5.2	0.3	0.0
IL11, City of Chicago	3,321	100	12.9	5.2	30.1	49.6	2.0	0.0	0.1
IL12, Western Suburbs	4,167	100	56.4	8.0	5.6	26.3	3.6	0.1	0.1
IL13, South & Southwest Suburbs	4,257	100	54.7	2.7	16.6	22.4	3.4	0.1	0.1
All	16,485	100	48.4	6.8	12.8	28.7	3.2	0.1	0.1
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	1,864	11.4	14.0	12.5	3.6	10.1	11.9	11.1	9.1
IL 8, Northwest Suburbs	1,752	10.5	13.2	16.3	1.7	8.5	9.7	5.6	9.1
IL 9, North Shore	418	2.4	3.8	3.0	0.3	0.7	2.4	16.7	0.0
IL10, Evanston & Skokie	706	4.3	4.8	12.0	2.2	2.2	7.1	11.1	0.0
IL11, City of Chicago	3,321	20.3	5.4	15.8	47.7	35.2	12.8	5.6	18.2
IL12, Western Suburbs	4,167	25.2	29.4	30.0	10.9	23.1	28.5	16.7	36.4
IL13, South & Southwest Suburbs	4,257	25.9	29.3	10.5	33.5	20.2	27.7	33.3	27.3
All	16,485	100	100	100	100	100	100	100	100
Orders 392834 & 488035, SAT score 1160 - 1300
Count of purchased students
IL 7, Chain of Lakes	1,561	1,523	1,025	177	30	233	53	4	1
IL 8, Northwest Suburbs	1,807	1,764	1,196	258	26	215	65	2	2
IL 9, North Shore	712	619	496	52	5	46	20	0	0
IL10, Evanston & Skokie	776	706	439	133	22	76	36	0	0
IL11, City of Chicago	2,385	2,358	584	240	463	986	83	1	1
IL12, Western Suburbs	4,001	3,880	2,638	381	131	578	148	1	3
IL13, South & Southwest Suburbs	2,861	2,793	1,878	111	286	423	89	5	1
All	14,103	13,643	8,256	1,352	963	2,557	494	13	8
Purchased students by geomarket
IL 7, Chain of Lakes	1,561	100	67.3	11.6	2.0	15.3	3.5	0.3	0.1
IL 8, Northwest Suburbs	1,807	100	67.8	14.6	1.5	12.2	3.7	0.1	0.1
IL 9, North Shore	712	100	80.1	8.4	0.8	7.4	3.2	0.0	0.0
IL10, Evanston & Skokie	776	100	62.2	18.8	3.1	10.8	5.1	0.0	0.0
IL11, City of Chicago	2,385	100	24.8	10.2	19.6	41.8	3.5	0.0	0.0
IL12, Western Suburbs	4,001	100	68.0	9.8	3.4	14.9	3.8	0.0	0.1
IL13, South & Southwest Suburbs	2,861	100	67.2	4.0	10.2	15.1	3.2	0.2	0.0
All	14,103	100	60.5	9.9	7.1	18.7	3.6	0.1	0.1
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	1,561	11.2	12.4	13.1	3.1	9.1	10.7	30.8	12.5
IL 8, Northwest Suburbs	1,807	12.9	14.5	19.1	2.7	8.4	13.2	15.4	25.0
IL 9, North Shore	712	4.5	6.0	3.8	0.5	1.8	4.0	0.0	0.0
IL10, Evanston & Skokie	776	5.2	5.3	9.8	2.3	3.0	7.3	0.0	0.0
IL11, City of Chicago	2,385	17.3	7.1	17.8	48.1	38.6	16.8	7.7	12.5
IL12, Western Suburbs	4,001	28.4	32.0	28.2	13.6	22.6	30.0	7.7	37.5
IL13, South & Southwest Suburbs	2,861	20.5	22.7	8.2	29.7	16.5	18.0	38.5	12.5
All	14,103	100	100	100	100	100	100	100	100
Orders 392835 & 488053, SAT score 1310 - 1600
Count of purchased students
IL 7, Chain of Lakes	1,335	1,303	771	375	7	90	59	0	1
IL 8, Northwest Suburbs	1,586	1,554	963	417	6	90	77	0	1
IL 9, North Shore	758	726	521	120	3	46	35	0	1
IL10, Evanston & Skokie	639	625	432	117	7	37	32	0	0
IL11, City of Chicago	1,561	1,549	751	280	112	330	73	2	1
IL12, Western Suburbs	3,331	3,281	2,093	754	50	229	150	2	3
IL13, South & Southwest Suburbs	1,241	1,230	888	110	55	128	47	1	1
All	10,451	10,268	6,419	2,173	240	950	473	5	8
Purchased students by geomarket
IL 7, Chain of Lakes	1,335	100	59.2	28.8	0.5	6.9	4.5	0.0	0.1
IL 8, Northwest Suburbs	1,586	100	62.0	26.8	0.4	5.8	5.0	0.0	0.1
IL 9, North Shore	758	100	71.8	16.5	0.4	6.3	4.8	0.0	0.1
IL10, Evanston & Skokie	639	100	69.1	18.7	1.1	5.9	5.1	0.0	0.0
IL11, City of Chicago	1,561	100	48.5	18.1	7.2	21.3	4.7	0.1	0.1
IL12, Western Suburbs	3,331	100	63.8	23.0	1.5	7.0	4.6	0.1	0.1
IL13, South & Southwest Suburbs	1,241	100	72.2	8.9	4.5	10.4	3.8	0.1	0.1
All	10,451	100	62.5	21.2	2.3	9.3	4.6	0.0	0.1
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	1,335	12.7	12.0	17.3	2.9	9.5	12.5	0.0	12.5
IL 8, Northwest Suburbs	1,586	15.1	15.0	19.2	2.5	9.5	16.3	0.0	12.5
IL 9, North Shore	758	7.1	8.1	5.5	1.2	4.8	7.4	0.0	12.5
IL10, Evanston & Skokie	639	6.1	6.7	5.4	2.9	3.9	6.8	0.0	0.0
IL11, City of Chicago	1,561	15.1	11.7	12.9	46.7	34.7	15.4	40.0	12.5
IL12, Western Suburbs	3,331	32.0	32.6	34.7	20.8	24.1	31.7	40.0	37.5
IL13, South & Southwest Suburbs	1,241	12.0	13.8	5.1	22.9	13.5	9.9	20.0	12.5
All	10,451	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Chicago area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Chicago area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Chicago area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Chicago area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

First-generation status of purchased student profiles by Geomarket, Chicago area

	All	First-gen known	No college	Some college	Not first-gen
Orders 392833 & 487984, SAT score 1020 - 1150
Count of purchased students
IL 7, Chain of Lakes	1,864	1,825	334	407	1,084
IL 8, Northwest Suburbs	1,752	1,708	344	396	968
IL 9, North Shore	418	376	13	36	327
IL10, Evanston & Skokie	706	695	92	131	472
IL11, City of Chicago	3,321	3,237	1,184	939	1,114
IL12, Western Suburbs	4,167	4,074	684	861	2,529
IL13, South & Southwest Suburbs	4,257	4,145	828	1,202	2,115
All	16,485	16,060	3,479	3,972	8,610
Purchased students by geomarket
IL 7, Chain of Lakes	1,864	100	18.3	22.3	59.4
IL 8, Northwest Suburbs	1,752	100	20.1	23.2	56.7
IL 9, North Shore	418	100	3.5	9.6	87.0
IL10, Evanston & Skokie	706	100	13.2	18.8	67.9
IL11, City of Chicago	3,321	100	36.6	29.0	34.4
IL12, Western Suburbs	4,167	100	16.8	21.1	62.1
IL13, South & Southwest Suburbs	4,257	100	20.0	29.0	51.0
All	16,485	100	21.7	24.7	53.6
Purchased students by first-generation status
IL 7, Chain of Lakes	1,864	11.4	9.6	10.2	12.6
IL 8, Northwest Suburbs	1,752	10.6	9.9	10.0	11.2
IL 9, North Shore	418	2.3	0.4	0.9	3.8
IL10, Evanston & Skokie	706	4.3	2.6	3.3	5.5
IL11, City of Chicago	3,321	20.2	34.0	23.6	12.9
IL12, Western Suburbs	4,167	25.4	19.7	21.7	29.4
IL13, South & Southwest Suburbs	4,257	25.8	23.8	30.3	24.6
All	16,485	100	100	100	100
Orders 392834 & 488035, SAT score 1160 - 1300
Count of purchased students
IL 7, Chain of Lakes	1,561	1,529	149	217	1,163
IL 8, Northwest Suburbs	1,807	1,782	184	301	1,297
IL 9, North Shore	712	619	19	39	561
IL10, Evanston & Skokie	776	719	52	112	555
IL11, City of Chicago	2,385	2,359	655	580	1,124
IL12, Western Suburbs	4,001	3,938	345	528	3,065
IL13, South & Southwest Suburbs	2,861	2,803	339	708	1,756
All	14,103	13,749	1,743	2,485	9,522
Purchased students by geomarket
IL 7, Chain of Lakes	1,561	100	9.7	14.2	76.1
IL 8, Northwest Suburbs	1,807	100	10.3	16.9	72.8
IL 9, North Shore	712	100	3.1	6.3	90.6
IL10, Evanston & Skokie	776	100	7.2	15.6	77.2
IL11, City of Chicago	2,385	100	27.8	24.6	47.6
IL12, Western Suburbs	4,001	100	8.8	13.4	77.8
IL13, South & Southwest Suburbs	2,861	100	12.1	25.3	62.6
All	14,103	100	12.7	18.1	69.3
Purchased students by first-generation status
IL 7, Chain of Lakes	1,561	11.1	8.5	8.7	12.2
IL 8, Northwest Suburbs	1,807	13.0	10.6	12.1	13.6
IL 9, North Shore	712	4.5	1.1	1.6	5.9
IL10, Evanston & Skokie	776	5.2	3.0	4.5	5.8
IL11, City of Chicago	2,385	17.2	37.6	23.3	11.8
IL12, Western Suburbs	4,001	28.6	19.8	21.2	32.2
IL13, South & Southwest Suburbs	2,861	20.4	19.4	28.5	18.4
All	14,103	100	100	100	100
Orders 392835 & 488053, SAT score 1310 - 1600
Count of purchased students
IL 7, Chain of Lakes	1,335	1,330	40	110	1,180
IL 8, Northwest Suburbs	1,586	1,578	54	151	1,373
IL 9, North Shore	758	736	6	28	702
IL10, Evanston & Skokie	639	633	20	54	559
IL11, City of Chicago	1,561	1,560	202	230	1,128
IL12, Western Suburbs	3,331	3,306	101	167	3,038
IL13, South & Southwest Suburbs	1,241	1,238	79	234	925
All	10,451	10,381	502	974	8,906
Purchased students by geomarket
IL 7, Chain of Lakes	1,335	100	3.0	8.3	88.7
IL 8, Northwest Suburbs	1,586	100	3.4	9.6	87.0
IL 9, North Shore	758	100	0.8	3.8	95.4
IL10, Evanston & Skokie	639	100	3.2	8.5	88.3
IL11, City of Chicago	1,561	100	12.9	14.7	72.3
IL12, Western Suburbs	3,331	100	3.1	5.1	91.9
IL13, South & Southwest Suburbs	1,241	100	6.4	18.9	74.7
All	10,451	100	4.8	9.4	85.8
Purchased students by first-generation status
IL 7, Chain of Lakes	1,335	12.8	8.0	11.3	13.3
IL 8, Northwest Suburbs	1,586	15.2	10.8	15.5	15.4
IL 9, North Shore	758	7.1	1.2	2.9	7.9
IL10, Evanston & Skokie	639	6.1	4.0	5.5	6.3
IL11, City of Chicago	1,561	15.0	40.2	23.6	12.7
IL12, Western Suburbs	3,331	31.8	20.1	17.1	34.1
IL13, South & Southwest Suburbs	1,241	11.9	15.7	24.0	10.4
All	10,451	100	100	100	100

Figure Notes:
- Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

First-generation status by race for Chicago area Geomarkets, SAT score 1020 - 1150

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+.

Research question 2

First-generation status by race for Chicago area Geomarkets, SAT score 1160 - 1300

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+.

Research question 2

First-generation status by race for Chicago area Geomarkets, SAT score 1310 - 1600

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

First-generation status by race for Chicago area Geomarkets

	All	No college	Some college	Not first-gen
Orders 392833 & 487984, SAT score 1020 - 1150
All
All	15,712	21.8	24.8	53.4
IL 7, Chain of Lakes	1,793	18.5	22.1	59.3
IL 8, Northwest Suburbs	1,639	19.7	23.7	56.6
IL 9, North Shore	353	3.7	10.2	86.1
IL10, Evanston & Skokie	683	13.3	19.2	67.5
IL11, City of Chicago	3,186	36.8	29.0	34.2
IL12, Western Suburbs	3,987	16.9	21.1	62.1
IL13, South & Southwest Suburbs	4,071	20.1	28.9	51.0
Asian
All	1,066	13.9	21.5	64.6
IL 7, Chain of Lakes	135	10.4	14.8	74.8
IL 8, Northwest Suburbs	172	10.5	20.9	68.6
IL 9, North Shore	30	6.7	10.0	83.3
IL10, Evanston & Skokie	128	11.7	24.2	64.1
IL11, City of Chicago	169	34.9	27.8	37.3
IL12, Western Suburbs	322	9.6	20.5	69.9
IL13, South & Southwest Suburbs	110	8.2	23.6	68.2
Black/African American
All	2,011	13.8	31.3	54.9
IL 7, Chain of Lakes	73	12.3	23.3	64.4
IL 8, Northwest Suburbs	34	2.9	35.3	61.8
IL 9, North Shore	7	14.3	14.3	71.4
IL10, Evanston & Skokie	46	8.7	17.4	73.9
IL11, City of Chicago	950	16.8	34.2	48.9
IL12, Western Suburbs	219	11.0	26.5	62.6
IL13, South & Southwest Suburbs	682	11.6	30.5	57.9
Hispanic/Latino
All	4,501	47.1	26.8	26.1
IL 7, Chain of Lakes	453	50.1	27.4	22.5
IL 8, Northwest Suburbs	387	46.3	23.3	30.5
IL 9, North Shore	27	11.1	14.8	74.1
IL10, Evanston & Skokie	102	33.3	18.6	48.0
IL11, City of Chicago	1,580	53.9	25.9	20.1
IL12, Western Suburbs	1,041	43.2	26.1	30.6
IL13, South & Southwest Suburbs	911	40.9	31.5	27.6
White
All	7,605	10.8	22.4	66.8
IL 7, Chain of Lakes	1,070	7.0	20.9	72.1
IL 8, Northwest Suburbs	995	11.9	24.2	63.9
IL 9, North Shore	275	2.5	9.5	88.0
IL10, Evanston & Skokie	369	9.8	17.1	73.2
IL11, City of Chicago	419	22.0	28.6	49.4
IL12, Western Suburbs	2,257	6.8	18.3	74.9
IL13, South & Southwest Suburbs	2,220	15.2	27.8	56.9
Two or More Races, Non-Hispanic
All	501	11.2	23.4	65.5
IL 7, Chain of Lakes	59	11.9	18.6	69.5
IL 8, Northwest Suburbs	49	14.3	18.4	67.3
IL 9, North Shore	12	0.0	16.7	83.3
IL10, Evanston & Skokie	36	5.6	22.2	72.2
IL11, City of Chicago	65	13.8	33.8	52.3
IL12, Western Suburbs	141	9.2	21.3	69.5
IL13, South & Southwest Suburbs	139	12.9	25.2	61.9
American Indian/Alaska Native
All	17	0.0	17.6	82.4
IL 7, Chain of Lakes	2	0.0	0.0	100.0
IL 8, Northwest Suburbs	1	0.0	0.0	100.0
IL 9, North Shore	2	0.0	0.0	100.0
IL10, Evanston & Skokie	2	0.0	100.0	0.0
IL11, City of Chicago	1	0.0	0.0	100.0
IL12, Western Suburbs	3	0.0	0.0	100.0
IL13, South & Southwest Suburbs	6	0.0	16.7	83.3
Native Hawaiian/Pacific Islander
All	11	27.3	18.2	54.5
IL 7, Chain of Lakes	1	0.0	100.0	0.0
IL 8, Northwest Suburbs	1	0.0	0.0	100.0
IL11, City of Chicago	2	50.0	0.0	50.0
IL12, Western Suburbs	4	25.0	0.0	75.0
IL13, South & Southwest Suburbs	3	33.3	33.3	33.3
Orders 392834 & 488035, SAT score 1160 - 1300
All
All	13,492	12.8	18.2	69.0
IL 7, Chain of Lakes	1,506	9.8	14.3	75.9
IL 8, Northwest Suburbs	1,746	10.2	17.0	72.8
IL 9, North Shore	586	3.1	6.1	90.8
IL10, Evanston & Skokie	703	7.4	15.8	76.8
IL11, City of Chicago	2,335	27.8	24.7	47.5
IL12, Western Suburbs	3,852	8.8	13.5	77.6
IL13, South & Southwest Suburbs	2,764	12.2	25.4	62.4
Asian
All	1,341	11.6	16.0	72.4
IL 7, Chain of Lakes	176	5.1	11.9	83.0
IL 8, Northwest Suburbs	257	4.7	15.6	79.8
IL 9, North Shore	51	7.8	15.7	76.5
IL10, Evanston & Skokie	133	11.3	20.3	68.4
IL11, City of Chicago	237	34.6	21.5	43.9
IL12, Western Suburbs	378	5.6	12.2	82.3
IL13, South & Southwest Suburbs	109	11.0	20.2	68.8
Black/African American
All	952	9.6	26.1	64.4
IL 7, Chain of Lakes	29	6.9	17.2	75.9
IL 8, Northwest Suburbs	26	3.8	23.1	73.1
IL 9, North Shore	5	0.0	20.0	80.0
IL10, Evanston & Skokie	22	13.6	22.7	63.6
IL11, City of Chicago	459	11.1	28.8	60.1
IL12, Western Suburbs	127	9.4	17.3	73.2
IL13, South & Southwest Suburbs	284	7.7	27.1	65.1
Hispanic/Latino
All	2,533	37.7	26.2	36.1
IL 7, Chain of Lakes	229	39.7	19.7	40.6
IL 8, Northwest Suburbs	215	41.4	24.2	34.4
IL 9, North Shore	45	11.1	11.1	77.8
IL10, Evanston & Skokie	75	12.0	20.0	68.0
IL11, City of Chicago	978	46.4	29.1	24.4
IL12, Western Suburbs	572	29.7	25.9	44.4
IL13, South & Southwest Suburbs	419	32.5	27.2	40.3
White
All	8,155	6.0	15.4	78.7
IL 7, Chain of Lakes	1,014	4.1	13.7	82.1
IL 8, Northwest Suburbs	1,180	6.2	16.4	77.4
IL 9, North Shore	465	1.9	4.1	94.0
IL10, Evanston & Skokie	437	5.7	13.5	80.8
IL11, City of Chicago	577	9.5	16.3	74.2
IL12, Western Suburbs	2,625	4.9	11.0	84.1
IL13, South & Southwest Suburbs	1,857	8.5	24.6	66.9
Two or More Races, Non-Hispanic
All	490	6.1	16.1	77.8
IL 7, Chain of Lakes	53	5.7	11.3	83.0
IL 8, Northwest Suburbs	64	4.7	7.8	87.5
IL 9, North Shore	20	0.0	15.0	85.0
IL10, Evanston & Skokie	36	0.0	13.9	86.1
IL11, City of Chicago	82	7.3	17.1	75.6
IL12, Western Suburbs	146	6.2	10.3	83.6
IL13, South & Southwest Suburbs	89	10.1	34.8	55.1
American Indian/Alaska Native
All	13	23.1	0.0	76.9
IL 7, Chain of Lakes	4	0.0	0.0	100.0
IL 8, Northwest Suburbs	2	0.0	0.0	100.0
IL11, City of Chicago	1	100.0	0.0	0.0
IL12, Western Suburbs	1	0.0	0.0	100.0
IL13, South & Southwest Suburbs	5	40.0	0.0	60.0
Native Hawaiian/Pacific Islander
All	8	12.5	0.0	87.5
IL 7, Chain of Lakes	1	0.0	0.0	100.0
IL 8, Northwest Suburbs	2	0.0	0.0	100.0
IL11, City of Chicago	1	100.0	0.0	0.0
IL12, Western Suburbs	3	0.0	0.0	100.0
IL13, South & Southwest Suburbs	1	0.0	0.0	100.0
Orders 392835 & 488053, SAT score 1310 - 1600
All
All	10,224	4.9	9.4	85.7
IL 7, Chain of Lakes	1,300	3.1	8.2	88.8
IL 8, Northwest Suburbs	1,547	3.4	9.6	87.0
IL 9, North Shore	714	0.7	3.9	95.4
IL10, Evanston & Skokie	623	3.2	8.7	88.1
IL11, City of Chicago	1,548	13.0	14.9	72.1
IL12, Western Suburbs	3,265	3.1	5.1	91.9
IL13, South & Southwest Suburbs	1,227	6.4	19.0	74.6
Asian
All	2,165	5.4	7.6	87.0
IL 7, Chain of Lakes	373	2.1	4.8	93.0
IL 8, Northwest Suburbs	415	2.9	8.2	88.9
IL 9, North Shore	120	0.8	5.8	93.3
IL10, Evanston & Skokie	116	6.9	12.9	80.2
IL11, City of Chicago	280	22.9	19.6	57.5
IL12, Western Suburbs	751	2.7	2.8	94.5
IL13, South & Southwest Suburbs	110	3.6	12.7	83.6
Black/African American
All	239	3.8	16.3	79.9
IL 7, Chain of Lakes	7	0.0	14.3	85.7
IL 8, Northwest Suburbs	6	0.0	0.0	100.0
IL 9, North Shore	3	0.0	0.0	100.0
IL10, Evanston & Skokie	7	14.3	0.0	85.7
IL11, City of Chicago	112	2.7	25.0	72.3
IL12, Western Suburbs	49	6.1	4.1	89.8
IL13, South & Southwest Suburbs	55	3.6	14.5	81.8
Hispanic/Latino
All	948	21.3	18.7	60.0
IL 7, Chain of Lakes	90	18.9	12.2	68.9
IL 8, Northwest Suburbs	90	16.7	20.0	63.3
IL 9, North Shore	45	2.2	6.7	91.1
IL10, Evanston & Skokie	37	5.4	8.1	86.5
IL11, City of Chicago	330	29.4	22.7	47.9
IL12, Western Suburbs	228	17.1	14.9	68.0
IL13, South & Southwest Suburbs	128	24.2	25.8	50.0
White
All	6,389	2.5	8.5	89.0
IL 7, Chain of Lakes	770	1.8	8.7	89.5
IL 8, Northwest Suburbs	959	2.5	9.7	87.8
IL 9, North Shore	510	0.6	3.1	96.3
IL10, Evanston & Skokie	431	2.1	8.1	89.8
IL11, City of Chicago	750	4.5	8.5	86.9
IL12, Western Suburbs	2,084	1.8	4.7	93.5
IL13, South & Southwest Suburbs	885	4.4	19.3	76.3
Two or More Races, Non-Hispanic
All	470	2.1	8.3	89.6
IL 7, Chain of Lakes	59	1.7	15.3	83.1
IL 8, Northwest Suburbs	76	2.6	2.6	94.7
IL 9, North Shore	35	0.0	5.7	94.3
IL10, Evanston & Skokie	32	0.0	3.1	96.9
IL11, City of Chicago	73	4.1	11.0	84.9
IL12, Western Suburbs	148	0.7	6.8	92.6
IL13, South & Southwest Suburbs	47	6.4	14.9	78.7
American Indian/Alaska Native
All	5	0.0	0.0	100.0
IL11, City of Chicago	2	0.0	0.0	100.0
IL12, Western Suburbs	2	0.0	0.0	100.0
IL13, South & Southwest Suburbs	1	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	8	12.5	12.5	75.0
IL 7, Chain of Lakes	1	0.0	0.0	100.0
IL 8, Northwest Suburbs	1	0.0	100.0	0.0
IL 9, North Shore	1	0.0	0.0	100.0
IL11, City of Chicago	1	100.0	0.0	0.0
IL12, Western Suburbs	3	0.0	0.0	100.0
IL13, South & Southwest Suburbs	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Chicago area

Fullscreen

Figure Notes:
- Order number 392833 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 487984 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1020 - 1150; GPA B- to A+. Order number 392834 (ordered 7/10/2018): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300. Order number 488035 (ordered 7/19/2019): HS class 2019 OR 2020; state = IL; SAT 1160 - 1300; GPA B- to A+. Order number 392835 (ordered 7/9/2018): HS class 2019 OR 2020; state = IL; SAT 1310 - 1600; GPA B- to A+. Order number 488053 (ordered 7/19/2019): HS class 2020 OR 2021; state = IL; SAT 1310 - 1600; GPA B- to A+.

Cleveland area

Research question 1

Racial/ethnic composition of Cleveland area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Cleveland area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Cleveland area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
OH 2, North Central Ohio	91.1	13.8	90.5	97.4	98.6	88.3	15.3	86.3	95.3	97.3	84.8	16.7	82.6	91.2	95.5
OH 3, City of Cleveland (West)	92.2	12.7	92.3	97.4	98.4	84.1	18.5	81.6	93.1	95.7	77.5	18.5	66.6	86.4	91.1
OH 4, City of Cleveland (East)	57.9	40.8	6.6	76.1	96.9	45.8	37.0	3.4	44.7	84.2	39.3	31.3	7.3	38.0	65.6
OH 5, Cuyahoga, Geauga, & Lake Co	89.8	18.1	90.1	97.8	98.7	81.2	26.3	79.1	94.7	97.4	73.5	27.0	59.5	85.7	93.7
OH 6, Northeast Ohio	88.1	22.0	92.0	97.6	98.9	86.3	21.7	88.3	95.5	97.7	83.0	20.2	80.6	91.0	95.8
% Black, non-Hispanic
OH 2, North Central Ohio	5.9	10.9	0.2	1.0	4.8	6.2	11.2	0.3	1.1	6.5	5.6	9.4	0.2	1.2	6.2
OH 3, City of Cleveland (West)	3.2	10.8	0.1	0.2	0.9	6.3	12.9	0.5	1.1	6.9	7.5	9.8	1.1	3.3	10.4
OH 4, City of Cleveland (East)	38.6	41.9	0.4	10.6	91.2	46.6	39.6	8.2	38.0	93.8	49.2	35.3	13.3	52.6	86.8
OH 5, Cuyahoga, Geauga, & Lake Co	8.5	17.5	0.2	0.7	7.5	14.7	25.3	0.5	1.4	12.4	17.6	25.8	0.8	4.5	21.7
OH 6, Northeast Ohio	10.3	21.3	0.2	1.0	6.2	10.2	20.2	0.5	1.7	7.3	9.5	16.5	0.4	2.1	9.7
% Hispanic
OH 2, North Central Ohio	2.4	6.1	0.5	0.8	1.4	3.4	6.8	0.8	1.4	2.5	5.7	8.4	1.1	3.1	6.0
OH 3, City of Cleveland (West)	3.3	5.7	0.6	0.9	2.9	6.0	9.5	1.2	1.8	5.1	8.8	10.3	2.0	4.6	11.4
OH 4, City of Cleveland (East)	2.1	4.3	0.5	0.8	1.5	3.9	8.1	0.7	1.1	2.3	5.4	9.1	0.6	1.8	4.7
OH 5, Cuyahoga, Geauga, & Lake Co	0.6	0.6	0.3	0.5	0.8	1.3	2.1	0.6	0.8	1.2	3.3	5.1	1.0	2.0	3.9
OH 6, Northeast Ohio	0.9	1.8	0.4	0.6	0.9	1.3	2.3	0.6	0.8	1.2	2.9	4.4	0.6	1.5	3.5
% API, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	0.6	0.8	0.2	0.3	0.7	0.9	1.7	0.0	0.2	0.9
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	1.7	1.3	0.8	1.3	2.2	2.9	3.5	0.8	1.9	3.9
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	1.9	5.2	0.1	0.6	1.7	2.8	5.3	0.0	0.8	2.8
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	1.6	2.0	0.4	0.9	1.7	2.6	4.6	0.0	0.8	2.8
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	0.7	1.1	0.2	0.3	0.9	1.5	2.9	0.0	0.4	1.5
% Native, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.3	0.2	0.5	0.0	0.0	0.2
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	0.2	0.3	0.1	0.1	0.3	0.1	0.3	0.0	0.0	0.0
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	0.2	0.2	0.0	0.1	0.2	0.1	0.4	0.0	0.0	0.0
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.3	0.0	0.0	0.0
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.1	0.3	0.0	0.0	0.0
% Two+, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	1.2	0.9	0.6	0.8	1.3	2.6	3.1	0.7	1.8	3.6
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	1.6	1.1	0.7	1.2	2.1	2.8	2.3	1.3	2.4	3.8
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	1.5	1.0	0.8	1.2	1.9	2.7	2.5	0.9	2.2	3.7
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	1.1	0.7	0.6	0.8	1.4	2.3	2.3	0.8	1.5	3.4
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	1.1	0.8	0.6	0.8	1.4	2.8	3.1	0.9	1.9	3.8
Median income
OH 2, North Central Ohio	83.0	22.0	67.0	86.0	97.0	81.0	24.0	65.0	78.0	95.0	71.0	25.0	54.0	70.0	85.0
OH 3, City of Cleveland (West)	83.0	28.0	61.0	83.0	106.0	85.0	34.0	63.0	84.0	107.0	80.0	31.0	58.0	77.0	101.0
OH 4, City of Cleveland (East)	68.0	37.0	43.0	62.0	86.0	65.0	43.0	38.0	56.0	80.0	62.0	43.0	34.0	50.0	79.0
OH 5, Cuyahoga, Geauga, & Lake Co	104.0	39.0	85.0	95.0	111.0	107.0	52.0	79.0	93.0	118.0	90.0	43.0	65.0	81.0	102.0
OH 6, Northeast Ohio	78.0	25.0	62.0	79.0	94.0	77.0	29.0	59.0	74.0	92.0	71.0	29.0	52.0	69.0	86.0
Mean income
OH 2, North Central Ohio	92.0	25.0	74.0	92.0	105.0	97.0	30.0	78.0	94.0	113.0	89.0	31.0	68.0	87.0	103.0
OH 3, City of Cleveland (West)	94.0	32.0	71.0	93.0	115.0	106.0	39.0	82.0	99.0	128.0	102.0	41.0	74.0	94.0	123.0
OH 4, City of Cleveland (East)	84.0	60.0	55.0	71.0	95.0	87.0	57.0	53.0	74.0	95.0	83.0	60.0	47.0	63.0	97.0
OH 5, Cuyahoga, Geauga, & Lake Co	134.0	109.0	93.0	105.0	130.0	136.0	88.0	92.0	109.0	148.0	116.0	62.0	79.0	99.0	135.0
OH 6, Northeast Ohio	88.0	29.0	71.0	86.0	101.0	94.0	35.0	72.0	89.0	108.0	89.0	36.0	66.0	84.0	104.0
% in poverty
OH 2, North Central Ohio	9.1	7.7	4.3	6.4	11.5	9.1	7.0	4.1	7.1	11.9	12.8	10.4	5.9	10.0	16.9
OH 3, City of Cleveland (West)	10.7	13.4	2.8	4.9	12.6	10.3	11.9	3.0	5.2	11.0	12.3	11.0	4.5	8.3	16.9
OH 4, City of Cleveland (East)	19.9	18.0	5.1	13.8	30.0	20.4	16.9	6.4	16.2	31.8	22.4	16.4	8.4	20.7	32.4
OH 5, Cuyahoga, Geauga, & Lake Co	5.6	5.0	2.6	3.9	6.9	6.7	5.9	3.0	5.1	8.1	10.6	9.7	4.9	7.5	12.8
OH 6, Northeast Ohio	11.1	10.4	4.5	7.2	13.0	11.3	10.1	4.7	7.7	13.6	14.4	11.9	6.3	10.0	18.9
% with BA+
OH 2, North Central Ohio	11.4	8.1	5.8	9.3	14.5	14.5	10.4	8.3	11.4	18.7	20.5	13.0	12.0	17.4	25.3
OH 3, City of Cleveland (West)	13.5	9.8	5.4	11.0	19.1	24.5	14.4	13.1	22.8	34.3	34.6	17.0	20.9	33.7	47.4
OH 4, City of Cleveland (East)	11.7	14.1	3.0	5.8	14.1	19.0	18.9	6.0	12.3	26.7	27.4	21.6	10.9	18.0	40.8
OH 5, Cuyahoga, Geauga, & Lake Co	21.6	15.1	9.8	17.1	27.8	31.7	19.6	15.7	28.5	41.0	38.0	20.3	22.0	33.2	50.0
OH 6, Northeast Ohio	11.1	9.1	4.9	8.6	14.3	17.2	12.6	8.2	13.1	22.4	23.5	14.9	12.5	20.0	31.2

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Cleveland area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Dallas area

Research question 1

Racial/ethnic composition of Dallas area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Dallas area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Dallas area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
TX19, City of Dallas	62.2	35.0	30.6	78.5	92.0	41.8	31.5	12.2	37.0	67.8	34.5	27.6	11.4	25.8	55.5
TX20, City of Fort Worth	72.3	31.1	59.6	88.9	94.4	57.4	29.2	32.1	68.2	82.4	45.6	26.4	20.7	45.9	68.5
TX21, Irving, Arlington, & Grand Prairie	82.8	17.9	80.7	88.7	92.7	54.0	20.1	38.6	54.7	70.2	30.3	19.1	17.0	24.6	40.1
TX22, Dallas Co (w/o City of Dallas)	85.9	16.9	86.0	91.1	94.3	58.1	21.4	46.3	62.2	74.6	33.1	20.3	17.3	30.0	45.2
TX23, Collin & Rockwall Co	90.7	9.2	88.9	93.2	96.3	77.5	12.0	73.8	79.3	85.1	57.5	16.8	46.0	58.4	68.8
TX24, West of Dallas/Ft. Worth Metroplex	91.1	10.0	89.7	94.7	96.3	80.3	12.9	73.7	84.3	90.3	62.9	19.4	49.0	65.5	78.9
% Black, non-Hispanic
TX19, City of Dallas	24.2	34.7	1.0	4.4	30.7	23.8	28.4	3.3	10.3	34.7	20.9	21.3	4.1	13.9	30.4
TX20, City of Fort Worth	16.6	29.3	0.4	2.2	14.6	16.4	22.9	2.0	4.9	23.1	15.2	16.5	3.0	8.0	22.7
TX21, Irving, Arlington, & Grand Prairie	5.4	11.0	0.8	1.7	5.3	12.0	9.3	5.0	9.5	16.4	20.0	14.5	8.1	17.2	30.4
TX22, Dallas Co (w/o City of Dallas)	7.1	16.5	0.8	2.3	5.1	15.6	16.9	5.3	9.4	18.3	23.2	20.6	8.7	16.8	30.6
TX23, Collin & Rockwall Co	3.8	5.3	0.5	2.0	4.8	4.8	3.4	2.4	4.2	6.0	9.3	7.2	3.8	7.7	13.5
TX24, West of Dallas/Ft. Worth Metroplex	3.4	8.8	0.3	0.7	3.0	4.8	7.8	1.0	2.3	5.5	9.2	10.5	1.5	5.5	13.0
% Hispanic
TX19, City of Dallas	12.0	15.7	2.7	5.5	13.2	29.9	26.2	9.5	19.9	46.8	37.5	26.1	14.6	31.9	59.0
TX20, City of Fort Worth	9.9	15.0	2.7	4.5	8.6	21.7	21.4	8.7	13.0	25.2	32.5	22.4	15.3	25.5	44.0
TX21, Irving, Arlington, & Grand Prairie	9.7	14.1	3.5	5.3	9.4	25.8	19.5	9.9	18.5	39.3	35.5	24.1	15.2	26.9	56.3
TX22, Dallas Co (w/o City of Dallas)	5.4	3.9	2.8	4.4	7.0	18.7	15.5	8.6	13.4	24.2	31.6	20.3	16.1	27.1	45.3
TX23, Collin & Rockwall Co	4.4	4.8	2.0	3.0	4.7	10.3	9.4	5.3	6.7	11.0	16.4	12.9	7.7	12.7	21.6
TX24, West of Dallas/Ft. Worth Metroplex	4.2	2.7	2.2	3.3	5.2	10.3	6.5	5.8	8.6	12.7	18.0	12.2	9.7	15.0	23.1
% API, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	3.0	4.3	0.3	1.4	3.9	4.6	7.0	0.2	2.1	6.4
TX20, City of Fort Worth	NA	NA	NA	NA	NA	2.6	2.7	0.8	1.7	3.7	4.1	5.1	0.5	2.3	5.6
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	5.9	5.2	2.2	4.6	7.8	11.5	15.6	2.5	5.3	13.8
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	5.7	5.7	1.3	3.4	8.9	9.1	11.7	0.8	4.9	13.3
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	5.5	5.6	1.2	3.3	8.9	13.4	13.6	2.6	9.6	18.8
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	2.7	3.5	0.4	1.5	3.3	6.6	8.8	0.7	3.3	9.1
% Native, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.4	0.0	0.0	0.2
TX20, City of Fort Worth	NA	NA	NA	NA	NA	0.4	0.2	0.3	0.4	0.5	0.3	0.7	0.0	0.0	0.2
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	0.5	0.2	0.3	0.4	0.5	0.2	0.6	0.0	0.0	0.2
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	0.4	0.2	0.3	0.4	0.5	0.2	0.6	0.0	0.0	0.2
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	0.4	0.2	0.3	0.4	0.6	0.3	0.6	0.0	0.0	0.4
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	0.5	0.2	0.3	0.5	0.6	0.3	0.7	0.0	0.0	0.4
% Two+, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	1.1	0.8	0.6	1.0	1.5	2.0	2.3	0.2	1.3	2.9
TX20, City of Fort Worth	NA	NA	NA	NA	NA	1.3	0.6	0.9	1.2	1.6	2.2	1.9	0.7	1.9	3.4
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	1.7	0.7	1.2	1.6	2.0	2.2	2.0	0.6	1.8	3.4
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	1.5	0.6	1.1	1.4	1.7	2.5	2.3	0.8	1.9	3.5
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	1.4	0.4	1.1	1.3	1.6	2.9	2.7	1.2	2.3	3.8
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	1.3	0.6	1.0	1.2	1.5	2.7	2.5	1.2	2.2	3.6
Median income
TX19, City of Dallas	84.0	53.0	54.0	70.0	97.0	89.0	57.0	56.0	73.0	102.0	86.0	54.0	53.0	69.0	102.0
TX20, City of Fort Worth	77.0	37.0	53.0	72.0	94.0	82.0	38.0	57.0	75.0	99.0	87.0	39.0	57.0	78.0	105.0
TX21, Irving, Arlington, & Grand Prairie	84.0	22.0	68.0	83.0	101.0	92.0	37.0	67.0	82.0	115.0	86.0	36.0	59.0	81.0	103.0
TX22, Dallas Co (w/o City of Dallas)	100.0	30.0	82.0	96.0	112.0	103.0	39.0	76.0	96.0	123.0	90.0	36.0	64.0	85.0	108.0
TX23, Collin & Rockwall Co	104.0	29.0	82.0	103.0	124.0	135.0	44.0	99.0	131.0	159.0	133.0	48.0	97.0	126.0	162.0
TX24, West of Dallas/Ft. Worth Metroplex	85.0	24.0	70.0	85.0	101.0	104.0	48.0	75.0	90.0	125.0	116.0	51.0	80.0	104.0	140.0
Mean income
TX19, City of Dallas	121.0	156.0	64.0	82.0	115.0	122.0	95.0	70.0	92.0	133.0	116.0	90.0	65.0	85.0	132.0
TX20, City of Fort Worth	102.0	158.0	64.0	81.0	106.0	102.0	53.0	72.0	93.0	119.0	107.0	49.0	67.0	96.0	132.0
TX21, Irving, Arlington, & Grand Prairie	96.0	27.0	78.0	91.0	111.0	110.0	43.0	80.0	99.0	131.0	103.0	41.0	73.0	95.0	124.0
TX22, Dallas Co (w/o City of Dallas)	114.0	41.0	91.0	107.0	124.0	125.0	48.0	93.0	113.0	146.0	108.0	43.0	78.0	98.0	128.0
TX23, Collin & Rockwall Co	117.0	31.0	93.0	110.0	137.0	161.0	55.0	120.0	155.0	187.0	157.0	58.0	116.0	146.0	187.0
TX24, West of Dallas/Ft. Worth Metroplex	98.0	24.0	82.0	94.0	114.0	127.0	58.0	91.0	108.0	146.0	138.0	60.0	97.0	124.0	162.0
% in poverty
TX19, City of Dallas	14.4	14.3	4.5	8.5	20.0	14.8	12.5	5.5	11.5	20.1	14.6	10.9	5.9	12.8	20.7
TX20, City of Fort Worth	12.7	11.2	4.7	9.0	16.5	13.0	10.7	5.1	9.4	17.3	12.4	9.9	5.2	10.1	17.2
TX21, Irving, Arlington, & Grand Prairie	8.7	7.2	3.9	6.2	11.4	9.6	7.4	4.3	7.9	13.5	11.1	8.7	4.7	9.0	15.4
TX22, Dallas Co (w/o City of Dallas)	6.1	5.7	3.0	4.3	7.0	7.2	5.2	3.3	6.1	10.0	10.7	9.3	4.4	8.6	14.4
TX23, Collin & Rockwall Co	6.5	5.8	2.6	4.6	9.0	4.5	3.8	1.9	3.3	6.4	6.0	5.8	2.5	4.8	7.8
TX24, West of Dallas/Ft. Worth Metroplex	8.4	6.8	4.0	6.7	11.7	7.9	6.9	3.0	6.8	10.0	7.1	6.9	2.5	5.2	9.5
% with BA+
TX19, City of Dallas	20.7	18.0	5.0	13.7	32.5	28.3	24.2	6.8	20.3	48.1	36.7	27.5	11.5	30.9	61.1
TX20, City of Fort Worth	15.6	13.8	4.9	11.1	23.3	21.6	16.3	8.2	16.6	33.7	29.1	19.6	12.5	25.8	41.7
TX21, Irving, Arlington, & Grand Prairie	17.6	11.7	8.0	14.3	24.5	26.5	16.8	11.0	25.7	36.9	32.8	20.3	16.0	30.1	46.9
TX22, Dallas Co (w/o City of Dallas)	21.7	14.2	10.2	18.8	31.5	28.5	17.6	15.3	24.4	39.3	32.4	20.1	16.4	28.0	47.3
TX23, Collin & Rockwall Co	23.1	13.4	11.5	21.3	32.6	40.5	19.0	22.8	41.0	55.9	49.6	18.1	35.1	52.3	64.5
TX24, West of Dallas/Ft. Worth Metroplex	18.7	12.1	9.1	14.0	26.3	28.2	15.9	14.9	23.8	40.3	39.3	17.6	24.5	38.4	51.5

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Dallas area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Dallas area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Dallas area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Dallas area

Figure Notes:
- Excludes students with missing values for race. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Dallas area

Figure Notes:
- Excludes students with missing values for race. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Dallas area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 448922, PSAT score 1070 - 1180
Count of purchased students
TX19, City of Dallas	939	913	386	36	85	372	31	1	2
TX20, City of Fort Worth	870	834	354	46	57	335	37	4	1
TX21, Irving, Arlington, & Grand Prairie	742	718	242	94	106	241	29	6	0
TX22, Dallas Co (w/o City of Dallas)	1,214	1,172	416	193	173	330	52	7	1
TX23, Collin & Rockwall Co	2,831	2,754	1,558	374	197	480	132	11	2
TX24, West of Dallas/Ft. Worth Metroplex	2,457	2,367	1,451	153	165	438	142	15	3
All	9,053	8,758	4,407	896	783	2,196	423	44	9
Purchased students by geomarket
TX19, City of Dallas	939	100	42.3	3.9	9.3	40.7	3.4	0.1	0.2
TX20, City of Fort Worth	870	100	42.4	5.5	6.8	40.2	4.4	0.5	0.1
TX21, Irving, Arlington, & Grand Prairie	742	100	33.7	13.1	14.8	33.6	4.0	0.8	0.0
TX22, Dallas Co (w/o City of Dallas)	1,214	100	35.5	16.5	14.8	28.2	4.4	0.6	0.1
TX23, Collin & Rockwall Co	2,831	100	56.6	13.6	7.2	17.4	4.8	0.4	0.1
TX24, West of Dallas/Ft. Worth Metroplex	2,457	100	61.3	6.5	7.0	18.5	6.0	0.6	0.1
All	9,053	100	50.3	10.2	8.9	25.1	4.8	0.5	0.1
Purchased students by racial/ethnic group
TX19, City of Dallas	939	10.4	8.8	4.0	10.9	16.9	7.3	2.3	22.2
TX20, City of Fort Worth	870	9.5	8.0	5.1	7.3	15.3	8.7	9.1	11.1
TX21, Irving, Arlington, & Grand Prairie	742	8.2	5.5	10.5	13.5	11.0	6.9	13.6	0.0
TX22, Dallas Co (w/o City of Dallas)	1,214	13.4	9.4	21.5	22.1	15.0	12.3	15.9	11.1
TX23, Collin & Rockwall Co	2,831	31.4	35.4	41.7	25.2	21.9	31.2	25.0	22.2
TX24, West of Dallas/Ft. Worth Metroplex	2,457	27.0	32.9	17.1	21.1	19.9	33.6	34.1	33.3
All	9,053	100	100	100	100	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
TX19, City of Dallas	454	443	226	33	33	134	17	0	0
TX20, City of Fort Worth	321	310	171	30	17	72	17	3	0
TX21, Irving, Arlington, & Grand Prairie	276	270	99	48	31	73	18	0	1
TX22, Dallas Co (w/o City of Dallas)	530	518	206	124	47	121	18	2	0
TX23, Collin & Rockwall Co	1,438	1,416	799	289	55	185	84	4	0
TX24, West of Dallas/Ft. Worth Metroplex	939	902	603	86	40	120	48	4	1
All	3,958	3,859	2,104	610	223	705	202	13	2
Purchased students by geomarket
TX19, City of Dallas	454	100	51.0	7.4	7.4	30.2	3.8	0.0	0.0
TX20, City of Fort Worth	321	100	55.2	9.7	5.5	23.2	5.5	1.0	0.0
TX21, Irving, Arlington, & Grand Prairie	276	100	36.7	17.8	11.5	27.0	6.7	0.0	0.4
TX22, Dallas Co (w/o City of Dallas)	530	100	39.8	23.9	9.1	23.4	3.5	0.4	0.0
TX23, Collin & Rockwall Co	1,438	100	56.4	20.4	3.9	13.1	5.9	0.3	0.0
TX24, West of Dallas/Ft. Worth Metroplex	939	100	66.9	9.5	4.4	13.3	5.3	0.4	0.1
All	3,958	100	54.5	15.8	5.8	18.3	5.2	0.3	0.1
Purchased students by racial/ethnic group
TX19, City of Dallas	454	11.5	10.7	5.4	14.8	19.0	8.4	0.0	0.0
TX20, City of Fort Worth	321	8.0	8.1	4.9	7.6	10.2	8.4	23.1	0.0
TX21, Irving, Arlington, & Grand Prairie	276	7.0	4.7	7.9	13.9	10.4	8.9	0.0	50.0
TX22, Dallas Co (w/o City of Dallas)	530	13.4	9.8	20.3	21.1	17.2	8.9	15.4	0.0
TX23, Collin & Rockwall Co	1,438	36.7	38.0	47.4	24.7	26.2	41.6	30.8	0.0
TX24, West of Dallas/Ft. Worth Metroplex	939	23.4	28.7	14.1	17.9	17.0	23.8	30.8	50.0
All	3,958	100	100	100	100	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
TX19, City of Dallas	649	633	366	84	38	116	25	4	0
TX20, City of Fort Worth	348	335	201	30	13	66	22	3	0
TX21, Irving, Arlington, & Grand Prairie	283	280	121	81	17	48	10	2	1
TX22, Dallas Co (w/o City of Dallas)	704	692	261	292	31	78	27	3	0
TX23, Collin & Rockwall Co	2,274	2,234	916	965	64	185	94	9	1
TX24, West of Dallas/Ft. Worth Metroplex	1,229	1,190	716	236	38	143	56	1	0
All	5,487	5,364	2,581	1,688	201	636	234	22	2
Purchased students by geomarket
TX19, City of Dallas	649	100	57.8	13.3	6.0	18.3	3.9	0.6	0.0
TX20, City of Fort Worth	348	100	60.0	9.0	3.9	19.7	6.6	0.9	0.0
TX21, Irving, Arlington, & Grand Prairie	283	100	43.2	28.9	6.1	17.1	3.6	0.7	0.4
TX22, Dallas Co (w/o City of Dallas)	704	100	37.7	42.2	4.5	11.3	3.9	0.4	0.0
TX23, Collin & Rockwall Co	2,274	100	41.0	43.2	2.9	8.3	4.2	0.4	0.0
TX24, West of Dallas/Ft. Worth Metroplex	1,229	100	60.2	19.8	3.2	12.0	4.7	0.1	0.0
All	5,487	100	48.1	31.5	3.7	11.9	4.4	0.4	0.0
Purchased students by racial/ethnic group
TX19, City of Dallas	649	11.8	14.2	5.0	18.9	18.2	10.7	18.2	0.0
TX20, City of Fort Worth	348	6.2	7.8	1.8	6.5	10.4	9.4	13.6	0.0
TX21, Irving, Arlington, & Grand Prairie	283	5.2	4.7	4.8	8.5	7.5	4.3	9.1	50.0
TX22, Dallas Co (w/o City of Dallas)	704	12.9	10.1	17.3	15.4	12.3	11.5	13.6	0.0
TX23, Collin & Rockwall Co	2,274	41.6	35.5	57.2	31.8	29.1	40.2	40.9	50.0
TX24, West of Dallas/Ft. Worth Metroplex	1,229	22.2	27.7	14.0	18.9	22.5	23.9	4.5	0.0
All	5,487	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Dallas area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Dallas area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Dallas area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Dallas area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Dallas area

	All	First-gen known	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
Count of purchased students
TX19, City of Dallas	939	920	189	153	578
TX20, City of Fort Worth	870	835	171	204	460
TX21, Irving, Arlington, & Grand Prairie	742	737	164	174	399
TX22, Dallas Co (w/o City of Dallas)	1,214	1,194	195	288	711
TX23, Collin & Rockwall Co	2,831	2,809	154	401	2,254
TX24, West of Dallas/Ft. Worth Metroplex	2,457	2,441	213	530	1,698
All	9,053	8,936	1,086	1,750	6,101
Purchased students by geomarket
TX19, City of Dallas	939	100	20.5	16.6	62.8
TX20, City of Fort Worth	870	100	20.5	24.4	55.1
TX21, Irving, Arlington, & Grand Prairie	742	100	22.3	23.6	54.1
TX22, Dallas Co (w/o City of Dallas)	1,214	100	16.3	24.1	59.5
TX23, Collin & Rockwall Co	2,831	100	5.5	14.3	80.2
TX24, West of Dallas/Ft. Worth Metroplex	2,457	100	8.7	21.7	69.6
All	9,053	100	12.2	19.6	68.3
Purchased students by first-generation status
TX19, City of Dallas	939	10.3	17.4	8.7	9.5
TX20, City of Fort Worth	870	9.3	15.7	11.7	7.5
TX21, Irving, Arlington, & Grand Prairie	742	8.2	15.1	9.9	6.5
TX22, Dallas Co (w/o City of Dallas)	1,214	13.4	18.0	16.5	11.7
TX23, Collin & Rockwall Co	2,831	31.4	14.2	22.9	37.0
TX24, West of Dallas/Ft. Worth Metroplex	2,457	27.3	19.6	30.3	27.8
All	9,053	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
TX19, City of Dallas	454	448	66	51	331
TX20, City of Fort Worth	321	315	44	52	219
TX21, Irving, Arlington, & Grand Prairie	276	276	46	62	168
TX22, Dallas Co (w/o City of Dallas)	530	526	59	99	368
TX23, Collin & Rockwall Co	1,438	1,429	43	156	1,230
TX24, West of Dallas/Ft. Worth Metroplex	939	934	45	137	752
All	3,958	3,928	303	557	3,069
Purchased students by geomarket
TX19, City of Dallas	454	100	14.7	11.4	73.9
TX20, City of Fort Worth	321	100	14.0	16.5	69.5
TX21, Irving, Arlington, & Grand Prairie	276	100	16.7	22.5	60.9
TX22, Dallas Co (w/o City of Dallas)	530	100	11.2	18.8	70.0
TX23, Collin & Rockwall Co	1,438	100	3.0	10.9	86.1
TX24, West of Dallas/Ft. Worth Metroplex	939	100	4.8	14.7	80.5
All	3,958	100	7.7	14.2	78.1
Purchased students by first-generation status
TX19, City of Dallas	454	11.4	21.8	9.2	10.8
TX20, City of Fort Worth	321	8.0	14.5	9.3	7.1
TX21, Irving, Arlington, & Grand Prairie	276	7.0	15.2	11.1	5.5
TX22, Dallas Co (w/o City of Dallas)	530	13.4	19.5	17.8	12.0
TX23, Collin & Rockwall Co	1,438	36.4	14.2	28.0	40.1
TX24, West of Dallas/Ft. Worth Metroplex	939	23.8	14.9	24.6	24.5
All	3,958	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
TX19, City of Dallas	649	644	41	42	561
TX20, City of Fort Worth	348	345	25	26	294
TX21, Irving, Arlington, & Grand Prairie	283	282	18	37	227
TX22, Dallas Co (w/o City of Dallas)	704	699	40	58	601
TX23, Collin & Rockwall Co	2,274	2,272	45	132	2,095
TX24, West of Dallas/Ft. Worth Metroplex	1,229	1,227	36	123	1,068
All	5,487	5,469	205	418	4,847
Purchased students by geomarket
TX19, City of Dallas	649	100	6.4	6.5	87.1
TX20, City of Fort Worth	348	100	7.2	7.5	85.2
TX21, Irving, Arlington, & Grand Prairie	283	100	6.4	13.1	80.5
TX22, Dallas Co (w/o City of Dallas)	704	100	5.7	8.3	86.0
TX23, Collin & Rockwall Co	2,274	100	2.0	5.8	92.2
TX24, West of Dallas/Ft. Worth Metroplex	1,229	100	2.9	10.0	87.0
All	5,487	100	3.7	7.6	88.6
Purchased students by first-generation status
TX19, City of Dallas	649	11.8	20.0	10.0	11.6
TX20, City of Fort Worth	348	6.3	12.2	6.2	6.1
TX21, Irving, Arlington, & Grand Prairie	283	5.2	8.8	8.9	4.7
TX22, Dallas Co (w/o City of Dallas)	704	12.8	19.5	13.9	12.4
TX23, Collin & Rockwall Co	2,274	41.5	22.0	31.6	43.2
TX24, West of Dallas/Ft. Worth Metroplex	1,229	22.4	17.6	29.4	22.0
All	5,487	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Dallas area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Dallas area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Dallas area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Dallas area Geomarkets

	All	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
All
All	8,667	12.2	19.5	68.3
TX19, City of Dallas	896	20.9	16.9	62.3
TX20, City of Fort Worth	807	20.8	24.4	54.8
TX21, Irving, Arlington, & Grand Prairie	713	22.2	23.1	54.7
TX22, Dallas Co (w/o City of Dallas)	1,160	16.1	24.2	59.7
TX23, Collin & Rockwall Co	2,739	5.5	14.2	80.3
TX24, West of Dallas/Ft. Worth Metroplex	2,352	8.8	21.6	69.6
Asian
All	886	14.1	17.9	67.9
TX19, City of Dallas	35	8.6	25.7	65.7
TX20, City of Fort Worth	45	28.9	20.0	51.1
TX21, Irving, Arlington, & Grand Prairie	93	24.7	25.8	49.5
TX22, Dallas Co (w/o City of Dallas)	191	13.6	16.8	69.6
TX23, Collin & Rockwall Co	371	10.0	12.7	77.4
TX24, West of Dallas/Ft. Worth Metroplex	151	15.2	25.2	59.6
Black/African American
All	776	5.5	19.3	75.1
TX19, City of Dallas	82	2.4	20.7	76.8
TX20, City of Fort Worth	57	7.0	28.1	64.9
TX21, Irving, Arlington, & Grand Prairie	106	11.3	17.0	71.7
TX22, Dallas Co (w/o City of Dallas)	173	4.0	26.6	69.4
TX23, Collin & Rockwall Co	194	4.6	16.5	78.9
TX24, West of Dallas/Ft. Worth Metroplex	164	5.5	12.8	81.7
Hispanic/Latino
All	2,157	30.5	27.1	42.5
TX19, City of Dallas	364	47.5	22.5	29.9
TX20, City of Fort Worth	314	38.9	29.3	31.8
TX21, Irving, Arlington, & Grand Prairie	240	40.4	27.1	32.5
TX22, Dallas Co (w/o City of Dallas)	326	36.2	33.7	30.1
TX23, Collin & Rockwall Co	478	13.6	21.5	64.9
TX24, West of Dallas/Ft. Worth Metroplex	435	18.9	30.3	50.8
White
All	4,374	4.5	16.0	79.5
TX19, City of Dallas	381	2.1	9.4	88.5
TX20, City of Fort Worth	350	7.1	20.3	72.6
TX21, Irving, Arlington, & Grand Prairie	239	7.9	20.1	72.0
TX22, Dallas Co (w/o City of Dallas)	411	6.6	19.0	74.5
TX23, Collin & Rockwall Co	1,551	2.4	11.9	85.7
TX24, West of Dallas/Ft. Worth Metroplex	1,442	5.5	19.6	74.8
Two or More Races, Non-Hispanic
All	423	6.6	20.8	72.6
TX19, City of Dallas	31	3.2	22.6	74.2
TX20, City of Fort Worth	37	5.4	24.3	70.3
TX21, Irving, Arlington, & Grand Prairie	29	13.8	31.0	55.2
TX22, Dallas Co (w/o City of Dallas)	52	13.5	25.0	61.5
TX23, Collin & Rockwall Co	132	2.3	13.6	84.1
TX24, West of Dallas/Ft. Worth Metroplex	142	7.7	22.5	69.7
American Indian/Alaska Native
All	42	19.0	16.7	64.3
TX19, City of Dallas	1	0.0	0.0	100.0
TX20, City of Fort Worth	3	33.3	0.0	66.7
TX21, Irving, Arlington, & Grand Prairie	6	50.0	16.7	33.3
TX22, Dallas Co (w/o City of Dallas)	6	33.3	33.3	33.3
TX23, Collin & Rockwall Co	11	0.0	18.2	81.8
TX24, West of Dallas/Ft. Worth Metroplex	15	13.3	13.3	73.3
Native Hawaiian/Pacific Islander
All	9	11.1	22.2	66.7
TX19, City of Dallas	2	0.0	0.0	100.0
TX20, City of Fort Worth	1	100.0	0.0	0.0
TX22, Dallas Co (w/o City of Dallas)	1	0.0	0.0	100.0
TX23, Collin & Rockwall Co	2	0.0	50.0	50.0
TX24, West of Dallas/Ft. Worth Metroplex	3	0.0	33.3	66.7
Order 448427, PSAT score 1190 - 1260
All
All	3,835	7.7	14.1	78.2
TX19, City of Dallas	439	15.0	11.6	73.3
TX20, City of Fort Worth	306	14.1	16.3	69.6
TX21, Irving, Arlington, & Grand Prairie	270	16.7	22.6	60.7
TX22, Dallas Co (w/o City of Dallas)	515	11.3	18.8	69.9
TX23, Collin & Rockwall Co	1,407	3.1	10.7	86.2
TX24, West of Dallas/Ft. Worth Metroplex	898	4.6	14.5	81.0
Asian
All	603	8.8	13.8	77.4
TX19, City of Dallas	32	9.4	12.5	78.1
TX20, City of Fort Worth	30	16.7	23.3	60.0
TX21, Irving, Arlington, & Grand Prairie	48	29.2	25.0	45.8
TX22, Dallas Co (w/o City of Dallas)	122	9.0	18.0	73.0
TX23, Collin & Rockwall Co	285	4.2	9.1	86.7
TX24, West of Dallas/Ft. Worth Metroplex	86	9.3	14.0	76.7
Black/African American
All	222	7.7	16.7	75.7
TX19, City of Dallas	33	18.2	15.2	66.7
TX20, City of Fort Worth	17	23.5	5.9	70.6
TX21, Irving, Arlington, & Grand Prairie	31	6.5	22.6	71.0
TX22, Dallas Co (w/o City of Dallas)	47	8.5	25.5	66.0
TX23, Collin & Rockwall Co	55	1.8	12.7	85.5
TX24, West of Dallas/Ft. Worth Metroplex	39	0.0	12.8	87.2
Hispanic/Latino
All	701	23.4	20.4	56.2
TX19, City of Dallas	134	38.1	20.9	41.0
TX20, City of Fort Worth	70	38.6	15.7	45.7
TX21, Irving, Arlington, & Grand Prairie	73	31.5	21.9	46.6
TX22, Dallas Co (w/o City of Dallas)	121	28.1	26.4	45.5
TX23, Collin & Rockwall Co	184	8.2	19.0	72.8
TX24, West of Dallas/Ft. Worth Metroplex	119	11.8	17.6	70.6
White
All	2,094	2.5	11.4	86.1
TX19, City of Dallas	224	1.8	5.8	92.4
TX20, City of Fort Worth	169	3.0	14.8	82.2
TX21, Irving, Arlington, & Grand Prairie	99	3.0	21.2	75.8
TX22, Dallas Co (w/o City of Dallas)	205	4.4	13.2	82.4
TX23, Collin & Rockwall Co	796	1.9	8.8	89.3
TX24, West of Dallas/Ft. Worth Metroplex	601	2.8	13.8	83.4
Two or More Races, Non-Hispanic
All	200	3.5	17.5	79.0
TX19, City of Dallas	16	12.5	6.2	81.2
TX20, City of Fort Worth	17	5.9	35.3	58.8
TX21, Irving, Arlington, & Grand Prairie	18	16.7	22.2	61.1
TX22, Dallas Co (w/o City of Dallas)	18	0.0	22.2	77.8
TX23, Collin & Rockwall Co	83	0.0	15.7	84.3
TX24, West of Dallas/Ft. Worth Metroplex	48	2.1	14.6	83.3
American Indian/Alaska Native
All	13	7.7	15.4	76.9
TX20, City of Fort Worth	3	33.3	0.0	66.7
TX22, Dallas Co (w/o City of Dallas)	2	0.0	0.0	100.0
TX23, Collin & Rockwall Co	4	0.0	0.0	100.0
TX24, West of Dallas/Ft. Worth Metroplex	4	0.0	50.0	50.0
Native Hawaiian/Pacific Islander
All	2	50.0	50.0	0.0
TX21, Irving, Arlington, & Grand Prairie	1	0.0	100.0	0.0
TX24, West of Dallas/Ft. Worth Metroplex	1	100.0	0.0	0.0
Order 448440, PSAT score 1270 - 1520
All
All	5,354	3.8	7.5	88.6
TX19, City of Dallas	630	6.5	6.5	87.0
TX20, City of Fort Worth	333	7.5	7.5	85.0
TX21, Irving, Arlington, & Grand Prairie	279	6.5	13.3	80.3
TX22, Dallas Co (w/o City of Dallas)	689	5.7	8.1	86.2
TX23, Collin & Rockwall Co	2,234	2.0	5.7	92.3
TX24, West of Dallas/Ft. Worth Metroplex	1,189	3.0	9.8	87.1
Asian
All	1,686	3.1	6.3	90.6
TX19, City of Dallas	84	4.8	6.0	89.3
TX20, City of Fort Worth	30	3.3	10.0	86.7
TX21, Irving, Arlington, & Grand Prairie	80	6.2	21.2	72.5
TX22, Dallas Co (w/o City of Dallas)	291	4.1	5.5	90.4
TX23, Collin & Rockwall Co	965	2.1	4.8	93.2
TX24, West of Dallas/Ft. Worth Metroplex	236	4.2	8.5	87.3
Black/African American
All	200	1.0	13.5	85.5
TX19, City of Dallas	37	2.7	8.1	89.2
TX20, City of Fort Worth	13	0.0	7.7	92.3
TX21, Irving, Arlington, & Grand Prairie	17	0.0	5.9	94.1
TX22, Dallas Co (w/o City of Dallas)	31	0.0	22.6	77.4
TX23, Collin & Rockwall Co	64	1.6	14.1	84.4
TX24, West of Dallas/Ft. Worth Metroplex	38	0.0	15.8	84.2
Hispanic/Latino
All	634	16.4	14.8	68.8
TX19, City of Dallas	116	28.4	19.0	52.6
TX20, City of Fort Worth	65	27.7	16.9	55.4
TX21, Irving, Arlington, & Grand Prairie	48	16.7	16.7	66.7
TX22, Dallas Co (w/o City of Dallas)	77	26.0	13.0	61.0
TX23, Collin & Rockwall Co	185	5.9	11.9	82.2
TX24, West of Dallas/Ft. Worth Metroplex	143	9.8	14.7	75.5
White
All	2,576	1.6	6.1	92.3
TX19, City of Dallas	364	0.8	3.0	96.2
TX20, City of Fort Worth	200	2.5	4.0	93.5
TX21, Irving, Arlington, & Grand Prairie	121	2.5	7.4	90.1
TX22, Dallas Co (w/o City of Dallas)	260	2.7	7.7	89.6
TX23, Collin & Rockwall Co	916	1.2	5.0	93.8
TX24, West of Dallas/Ft. Worth Metroplex	715	1.5	9.0	89.5
Two or More Races, Non-Hispanic
All	234	1.7	7.3	91.0
TX19, City of Dallas	25	0.0	0.0	100.0
TX20, City of Fort Worth	22	0.0	9.1	90.9
TX21, Irving, Arlington, & Grand Prairie	10	10.0	10.0	80.0
TX22, Dallas Co (w/o City of Dallas)	27	0.0	11.1	88.9
TX23, Collin & Rockwall Co	94	2.1	5.3	92.6
TX24, West of Dallas/Ft. Worth Metroplex	56	1.8	10.7	87.5
American Indian/Alaska Native
All	22	9.1	0.0	90.9
TX19, City of Dallas	4	0.0	0.0	100.0
TX20, City of Fort Worth	3	33.3	0.0	66.7
TX21, Irving, Arlington, & Grand Prairie	2	50.0	0.0	50.0
TX22, Dallas Co (w/o City of Dallas)	3	0.0	0.0	100.0
TX23, Collin & Rockwall Co	9	0.0	0.0	100.0
TX24, West of Dallas/Ft. Worth Metroplex	1	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	2	0.0	50.0	50.0
TX21, Irving, Arlington, & Grand Prairie	1	0.0	100.0	0.0
TX23, Collin & Rockwall Co	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Dallas area

Fullscreen

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

D.C., Maryland, and Virginia

Research question 1

Racial/ethnic composition of D.C., Maryland, and Virginia area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of D.C., Maryland, and Virginia area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of D.C., Maryland, and Virginia Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
DC 1, District of Columbia	30.8	34.0	2.2	13.2	62.9	27.0	32.2	1.2	7.6	54.0	38.3	29.2	7.3	40.6	66.0
MD 2, Montgomery Metropolitan	81.6	14.3	79.2	85.8	90.1	61.4	22.7	45.5	64.5	80.9	45.9	23.5	26.4	45.3	66.1
MD 3, Central Maryland (w/o Baltimore)	89.5	12.9	86.9	94.1	97.3	80.2	19.9	73.6	88.6	93.7	66.7	24.3	51.8	72.0	87.8
MD 5, Prince Georges Metropolitan	53.5	32.1	22.8	63.7	81.3	25.8	25.6	4.7	16.4	40.1	15.4	19.1	2.6	7.3	18.0
MD 7, Baltimore (Urban)	67.2	37.9	32.1	89.3	97.3	52.9	36.9	12.1	61.4	89.3	43.7	31.4	10.9	45.3	72.0
VA 1, Arlington & Alexandria	77.4	19.1	72.1	83.1	90.4	60.5	22.1	45.6	61.8	78.4	55.1	21.4	42.0	56.1	72.9
VA 2, Fairfax Co	87.4	10.1	86.4	89.7	92.7	68.0	16.4	59.5	71.4	79.4	52.3	17.0	39.5	52.0	66.2
% Black, non-Hispanic
DC 1, District of Columbia	64.1	36.9	25.9	83.3	95.7	60.6	36.7	22.6	75.8	95.4	42.8	33.3	10.8	34.6	76.5
MD 2, Montgomery Metropolitan	10.1	12.4	2.6	5.7	12.8	14.7	13.8	4.7	10.8	19.0	16.8	14.6	5.2	13.0	24.3
MD 3, Central Maryland (w/o Baltimore)	8.0	12.5	1.0	3.1	9.7	12.9	18.2	2.1	5.3	16.2	17.7	21.1	3.0	9.6	25.3
MD 5, Prince Georges Metropolitan	41.7	33.6	13.0	30.2	72.4	61.6	29.3	37.5	67.8	90.9	59.9	27.0	35.9	65.4	83.5
MD 7, Baltimore (Urban)	30.6	38.1	1.0	7.8	65.4	41.5	38.2	4.9	28.5	84.8	43.7	34.9	10.7	33.5	82.1
VA 1, Arlington & Alexandria	13.7	18.9	2.6	6.5	15.0	14.9	13.2	4.2	11.8	22.7	15.2	14.4	4.2	11.3	21.0
VA 2, Fairfax Co	5.0	8.5	1.4	2.5	6.0	7.4	9.0	2.6	4.9	8.5	8.2	7.7	2.7	5.8	10.4
% Hispanic
DC 1, District of Columbia	2.8	3.1	0.9	1.6	3.8	6.9	8.6	1.2	3.6	8.5	11.2	9.4	4.7	8.7	14.8
MD 2, Montgomery Metropolitan	3.7	2.7	2.1	3.2	4.6	11.4	10.9	4.5	7.3	14.0	19.0	16.3	7.4	13.1	25.5
MD 3, Central Maryland (w/o Baltimore)	1.0	0.8	0.5	0.8	1.2	2.0	1.6	1.0	1.5	2.5	5.4	4.9	2.0	3.9	7.1
MD 5, Prince Georges Metropolitan	2.0	1.7	1.0	1.6	2.3	6.7	10.6	1.5	2.7	6.5	17.0	18.1	4.7	10.5	24.0
MD 7, Baltimore (Urban)	0.9	0.6	0.5	0.8	1.1	1.8	2.1	0.8	1.3	2.0	5.3	6.4	1.3	3.5	7.1
VA 1, Arlington & Alexandria	4.1	2.7	2.5	3.3	5.2	14.0	12.2	5.2	10.5	18.5	15.7	11.6	7.8	11.9	21.7
VA 2, Fairfax Co	3.1	1.9	1.9	2.8	3.7	9.9	8.6	4.3	7.0	12.6	15.2	12.8	6.5	11.1	20.6
% API, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	3.5	10.0	0.3	1.2	3.6	4.2	4.9	0.7	2.9	5.8
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	9.7	6.6	5.2	8.8	12.6	14.0	10.1	6.1	12.0	18.9
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	3.2	3.3	1.0	2.1	4.2	6.4	7.7	1.3	3.7	8.3
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	3.6	4.0	0.8	2.1	5.4	4.5	6.2	0.7	2.0	5.9
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	2.2	2.8	0.5	1.3	2.6	4.1	5.7	0.5	2.0	5.3
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	7.4	4.9	3.3	6.6	9.9	9.9	6.9	4.5	8.6	13.4
VA 2, Fairfax Co	NA	NA	NA	NA	NA	11.6	6.4	7.6	11.2	15.0	19.7	11.2	10.7	17.6	26.6
% Native, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.2	0.5	0.0	0.0	0.0
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.2	0.1	0.4	0.0	0.0	0.0
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.2	0.5	0.0	0.0	0.0
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.6	0.0	0.0	0.0
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	0.3	0.3	0.1	0.2	0.4	0.3	0.9	0.0	0.0	0.1
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.1	0.5	0.0	0.0	0.0
VA 2, Fairfax Co	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.2	0.1	0.3	0.0	0.0	0.0
% Two+, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	1.7	1.0	1.0	1.5	2.3	2.8	2.5	1.0	2.3	4.0
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	2.3	0.9	1.7	2.2	2.8	3.5	2.3	1.7	3.2	4.7
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	1.3	0.8	0.7	1.1	1.7	3.3	2.6	1.5	2.6	4.5
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	1.9	0.8	1.3	1.8	2.4	2.5	2.2	0.8	1.9	3.5
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	1.2	0.7	0.8	1.1	1.5	2.6	2.4	0.9	2.0	3.5
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	2.7	1.6	1.6	2.4	3.3	3.6	2.6	1.7	3.1	4.7
VA 2, Fairfax Co	NA	NA	NA	NA	NA	2.6	1.2	1.9	2.4	3.1	4.1	2.8	2.1	3.7	5.5
Median income
DC 1, District of Columbia	78.0	39.0	54.0	69.0	90.0	85.0	55.0	52.0	73.0	101.0	124.0	66.0	72.0	116.0	164.0
MD 2, Montgomery Metropolitan	134.0	49.0	98.0	126.0	158.0	154.0	63.0	111.0	139.0	183.0	155.0	65.0	106.0	146.0	197.0
MD 3, Central Maryland (w/o Baltimore)	106.0	29.0	85.0	102.0	122.0	120.0	40.0	96.0	117.0	137.0	129.0	44.0	99.0	125.0	154.0
MD 5, Prince Georges Metropolitan	99.0	32.0	76.0	93.0	122.0	103.0	38.0	78.0	96.0	127.0	108.0	41.0	77.0	102.0	130.0
MD 7, Baltimore (Urban)	76.0	32.0	53.0	77.0	93.0	75.0	36.0	51.0	74.0	92.0	84.0	40.0	54.0	76.0	105.0
VA 1, Arlington & Alexandria	110.0	40.0	78.0	102.0	139.0	132.0	49.0	97.0	123.0	161.0	151.0	56.0	109.0	145.0	187.0
VA 2, Fairfax Co	139.0	41.0	107.0	137.0	163.0	168.0	57.0	129.0	157.0	201.0	170.0	58.0	125.0	160.0	209.0
Mean income
DC 1, District of Columbia	103.0	65.0	66.0	84.0	111.0	120.0	79.0	71.0	95.0	139.0	165.0	94.0	95.0	150.0	210.0
MD 2, Montgomery Metropolitan	166.0	91.0	112.0	142.0	180.0	189.0	94.0	129.0	160.0	221.0	194.0	96.0	125.0	166.0	234.0
MD 3, Central Maryland (w/o Baltimore)	121.0	47.0	94.0	112.0	135.0	142.0	51.0	109.0	129.0	162.0	154.0	54.0	117.0	146.0	180.0
MD 5, Prince Georges Metropolitan	110.0	33.0	85.0	103.0	131.0	119.0	38.0	91.0	112.0	143.0	127.0	43.0	94.0	118.0	153.0
MD 7, Baltimore (Urban)	90.0	47.0	64.0	85.0	100.0	96.0	47.0	69.0	88.0	109.0	106.0	53.0	71.0	95.0	123.0
VA 1, Arlington & Alexandria	128.0	49.0	93.0	120.0	151.0	163.0	61.0	123.0	148.0	188.0	187.0	77.0	134.0	170.0	224.0
VA 2, Fairfax Co	161.0	64.0	123.0	148.0	180.0	203.0	82.0	152.0	179.0	236.0	206.0	84.0	149.0	185.0	243.0
% in poverty
DC 1, District of Columbia	17.4	12.2	9.0	14.8	22.9	17.1	12.4	7.4	15.2	23.9	13.5	11.1	5.3	10.5	18.9
MD 2, Montgomery Metropolitan	5.1	4.4	2.3	3.6	6.4	4.7	3.6	2.1	3.6	6.3	6.3	5.1	2.2	4.7	9.5
MD 3, Central Maryland (w/o Baltimore)	5.3	4.9	2.6	4.3	6.8	4.8	4.9	2.2	3.6	5.6	6.2	6.2	2.7	4.6	8.0
MD 5, Prince Georges Metropolitan	9.1	10.0	3.2	6.4	10.5	8.6	8.0	3.2	6.7	10.9	9.2	8.3	3.9	7.4	11.7
MD 7, Baltimore (Urban)	15.0	15.2	4.4	8.0	22.2	15.7	14.1	5.5	10.6	22.3	15.5	12.5	6.3	11.7	21.6
VA 1, Arlington & Alexandria	7.0	5.7	2.9	5.3	9.7	5.7	4.1	2.3	4.9	8.3	6.3	5.8	2.2	4.7	8.2
VA 2, Fairfax Co	3.7	3.5	1.6	2.7	4.3	3.2	2.8	1.4	2.3	4.3	5.0	4.8	1.9	3.6	6.6
% with BA+
DC 1, District of Columbia	25.9	22.2	7.8	15.9	42.0	35.4	28.8	10.6	22.3	63.8	58.6	28.8	29.0	64.9	85.1
MD 2, Montgomery Metropolitan	41.0	14.7	30.3	37.9	52.5	53.9	18.0	41.3	53.5	68.6	59.2	20.2	44.1	59.8	75.7
MD 3, Central Maryland (w/o Baltimore)	22.0	13.3	11.6	19.3	30.9	34.1	17.3	20.7	31.2	47.5	45.1	17.4	32.7	44.3	57.5
MD 5, Prince Georges Metropolitan	18.9	11.6	9.6	16.6	27.6	25.8	14.4	13.9	23.6	36.0	34.5	16.2	21.5	32.8	45.6
MD 7, Baltimore (Urban)	13.6	13.3	3.7	8.5	19.6	21.5	18.3	7.2	15.4	29.3	33.7	22.3	15.0	28.4	48.8
VA 1, Arlington & Alexandria	38.1	14.9	28.3	38.2	48.7	53.4	18.4	39.7	54.5	69.4	66.9	18.1	54.2	70.8	82.8
VA 2, Fairfax Co	41.1	14.1	30.8	44.2	51.4	54.8	16.2	43.0	55.3	67.8	63.1	15.9	52.4	64.2	75.8

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of D.C., Maryland, and Virginia Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Detroit area

Research question 1

Racial/ethnic composition of Detroit area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Detroit area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Detroit area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
MI 1, Wayne Co	62.6	38.7	20.1	85.1	97.1	49.3	40.1	4.4	53.9	91.0	45.7	35.4	6.8	48.9	81.8
MI 2, Detroit’s Northern Suburbs	93.8	12.7	95.6	97.6	98.3	86.6	18.5	87.0	93.7	95.9	75.7	23.3	66.9	84.3	92.4
MI 3, Ann Arbor	88.8	16.4	86.3	95.5	98.0	84.3	17.1	79.4	92.3	96.0	80.1	17.2	70.4	87.2	93.1
% Black, non-Hispanic
MI 1, Wayne Co	34.0	39.4	0.1	8.3	76.8	43.1	42.1	1.9	19.0	92.6	42.4	38.5	4.8	27.0	85.6
MI 2, Detroit’s Northern Suburbs	3.6	12.0	0.0	0.2	0.9	7.0	17.2	0.4	1.2	3.4	12.7	21.0	0.7	3.7	14.0
MI 3, Ann Arbor	7.8	15.7	0.3	1.7	7.2	7.8	13.4	0.4	2.0	8.7	7.6	12.3	0.5	2.0	8.3
% Hispanic
MI 1, Wayne Co	2.0	4.2	0.7	1.1	1.7	3.4	8.8	0.8	1.6	2.5	5.5	11.7	0.6	2.2	5.4
MI 2, Detroit’s Northern Suburbs	1.3	1.7	0.7	0.9	1.3	2.0	2.4	1.1	1.5	1.9	3.5	4.2	1.1	2.4	4.4
MI 3, Ann Arbor	1.7	2.3	0.8	1.2	1.8	2.9	2.9	1.5	2.3	3.2	4.7	4.3	1.9	3.6	6.2
% API, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	1.6	2.9	0.2	0.7	1.6	3.0	6.7	0.0	0.5	2.5
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	2.6	3.6	0.5	1.2	2.8	4.8	8.5	0.3	1.7	5.4
MI 3, Ann Arbor	NA	NA	NA	NA	NA	2.8	5.8	0.2	0.6	2.1	4.0	7.9	0.0	0.8	3.0
% Native, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	0.3	0.3	0.1	0.3	0.4	0.3	0.9	0.0	0.0	0.2
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.2	0.4	0.2	0.5	0.0	0.0	0.2
MI 3, Ann Arbor	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.6	0.0	0.0	0.2
% Two+, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	2.0	2.6	1.0	1.4	2.0	2.8	3.1	0.7	1.9	3.8
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	1.5	0.9	0.9	1.2	1.8	2.8	2.8	1.0	2.0	3.8
MI 3, Ann Arbor	NA	NA	NA	NA	NA	1.7	1.2	0.9	1.2	2.2	3.2	2.6	1.5	2.6	4.3
Median income
MI 1, Wayne Co	82.0	35.0	56.0	82.0	105.0	79.0	39.0	50.0	75.0	99.0	66.0	39.0	39.0	57.0	85.0
MI 2, Detroit’s Northern Suburbs	109.0	36.0	88.0	103.0	121.0	115.0	44.0	86.0	107.0	136.0	95.0	39.0	66.0	88.0	117.0
MI 3, Ann Arbor	90.0	29.0	76.0	89.0	105.0	95.0	35.0	75.0	92.0	113.0	85.0	38.0	61.0	78.0	102.0
Mean income
MI 1, Wayne Co	98.0	82.0	69.0	91.0	113.0	99.0	43.0	71.0	92.0	114.0	83.0	47.0	51.0	73.0	99.0
MI 2, Detroit’s Northern Suburbs	133.0	110.0	96.0	113.0	136.0	139.0	59.0	102.0	125.0	157.0	118.0	52.0	82.0	108.0	142.0
MI 3, Ann Arbor	101.0	37.0	83.0	97.0	113.0	114.0	42.0	89.0	108.0	130.0	106.0	46.0	76.0	98.0	125.0
% in poverty
MI 1, Wayne Co	15.1	13.9	4.0	9.8	24.0	16.3	13.6	4.9	11.8	26.6	20.7	15.1	7.4	17.4	31.9
MI 2, Detroit’s Northern Suburbs	5.6	5.4	2.6	4.3	6.6	5.8	5.6	2.5	4.3	6.9	9.4	9.0	3.8	7.2	11.8
MI 3, Ann Arbor	10.1	9.9	4.2	6.6	11.0	9.4	11.1	3.9	6.1	9.9	12.6	12.1	4.8	9.0	15.3
% with BA+
MI 1, Wayne Co	11.2	11.1	4.2	7.4	13.6	16.9	15.1	6.4	11.1	22.4	23.9	18.6	9.9	17.5	32.7
MI 2, Detroit’s Northern Suburbs	16.5	13.0	7.7	12.3	20.6	27.3	17.6	13.1	23.3	38.7	35.1	19.2	20.3	31.6	48.8
MI 3, Ann Arbor	20.9	19.8	6.8	12.1	28.3	28.1	22.9	10.9	17.8	40.6	34.6	23.7	16.3	26.0	48.1

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Detroit area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Detroit area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260.. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Detroit area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Detroit area

Figure Notes:
- Excludes students with missing values for race. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260..

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Detroit area

Figure Notes:
- Excludes students with missing values for race. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Detroit area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Orders 448922 & 484698, PSAT score 1070 - 1180
Count of purchased students
MI 1, Wayne Co	2,888	2,805	2,013	189	274	198	128	2	1
MI 2, Detroit’s Northern Suburbs	6,881	6,586	5,230	465	250	322	296	19	4
MI 3, Ann Arbor	1,935	1,851	1,466	104	46	124	106	5	0
All	11,704	11,242	8,709	758	570	644	530	26	5
Purchased students by geomarket
MI 1, Wayne Co	2,888	100	71.8	6.7	9.8	7.1	4.6	0.1	0.0
MI 2, Detroit’s Northern Suburbs	6,881	100	79.4	7.1	3.8	4.9	4.5	0.3	0.1
MI 3, Ann Arbor	1,935	100	79.2	5.6	2.5	6.7	5.7	0.3	0.0
All	11,704	100	77.5	6.7	5.1	5.7	4.7	0.2	0.0
Purchased students by racial/ethnic group
MI 1, Wayne Co	2,888	25.0	23.1	24.9	48.1	30.7	24.2	7.7	20.0
MI 2, Detroit’s Northern Suburbs	6,881	58.6	60.1	61.3	43.9	50.0	55.8	73.1	80.0
MI 3, Ann Arbor	1,935	16.5	16.8	13.7	8.1	19.3	20.0	19.2	0.0
All	11,704	100	100	100	100	100	100	100	100
Orders 448427 & 547005, PSAT score 1190 - 1260
Count of purchased students
MI 1, Wayne Co	693	677	492	65	46	34	37	3	0
MI 2, Detroit’s Northern Suburbs	2,058	1,990	1,540	218	62	88	76	2	4
MI 3, Ann Arbor	719	691	532	52	19	38	47	3	0
All	3,470	3,358	2,564	335	127	160	160	8	4
Purchased students by geomarket
MI 1, Wayne Co	693	100	72.7	9.6	6.8	5.0	5.5	0.4	0.0
MI 2, Detroit’s Northern Suburbs	2,058	100	77.4	11.0	3.1	4.4	3.8	0.1	0.2
MI 3, Ann Arbor	719	100	77.0	7.5	2.7	5.5	6.8	0.4	0.0
All	3,470	100	76.4	10.0	3.8	4.8	4.8	0.2	0.1
Purchased students by racial/ethnic group
MI 1, Wayne Co	693	20.2	19.2	19.4	36.2	21.2	23.1	37.5	0.0
MI 2, Detroit’s Northern Suburbs	2,058	59.3	60.1	65.1	48.8	55.0	47.5	25.0	100.0
MI 3, Ann Arbor	719	20.6	20.7	15.5	15.0	23.8	29.4	37.5	0.0
All	3,470	100	100	100	100	100	100	100	100
Orders 448440 & 546978, PSAT score 1270 - 1520
Count of purchased students
MI 1, Wayne Co	908	884	550	217	27	40	50	0	0
MI 2, Detroit’s Northern Suburbs	2,471	2,404	1,500	698	45	69	86	5	1
MI 3, Ann Arbor	856	831	557	165	14	38	52	5	0
All	4,235	4,119	2,607	1,080	86	147	188	10	1
Purchased students by geomarket
MI 1, Wayne Co	908	100	62.2	24.5	3.1	4.5	5.7	0.0	0.0
MI 2, Detroit’s Northern Suburbs	2,471	100	62.4	29.0	1.9	2.9	3.6	0.2	0.0
MI 3, Ann Arbor	856	100	67.0	19.9	1.7	4.6	6.3	0.6	0.0
All	4,235	100	63.3	26.2	2.1	3.6	4.6	0.2	0.0
Purchased students by racial/ethnic group
MI 1, Wayne Co	908	21.5	21.1	20.1	31.4	27.2	26.6	0.0	0.0
MI 2, Detroit’s Northern Suburbs	2,471	58.4	57.5	64.6	52.3	46.9	45.7	50.0	100.0
MI 3, Ann Arbor	856	20.2	21.4	15.3	16.3	25.9	27.7	50.0	0.0
All	4,235	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260.. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Detroit area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260.. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Detroit area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Detroit area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260..

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Detroit area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

First-generation status of purchased student profiles by Geomarket, Detroit area

	All	First-gen known	No college	Some college	Not first-gen
Orders 448922 & 484698, PSAT score 1070 - 1180
Count of purchased students
MI 1, Wayne Co	2,888	2,784	229	596	1,959
MI 2, Detroit’s Northern Suburbs	6,881	6,440	378	1,099	4,963
MI 3, Ann Arbor	1,935	1,806	110	385	1,311
All	11,704	11,030	717	2,080	8,234
Purchased students by geomarket
MI 1, Wayne Co	2,888	100	8.2	21.4	70.4
MI 2, Detroit’s Northern Suburbs	6,881	100	5.9	17.1	77.1
MI 3, Ann Arbor	1,935	100	6.1	21.3	72.6
All	11,704	100	6.5	18.9	74.7
Purchased students by first-generation status
MI 1, Wayne Co	2,888	25.2	31.9	28.7	23.8
MI 2, Detroit’s Northern Suburbs	6,881	58.4	52.7	52.8	60.3
MI 3, Ann Arbor	1,935	16.4	15.3	18.5	15.9
All	11,704	100	100	100	100
Orders 448427 & 547005, PSAT score 1190 - 1260
Count of purchased students
MI 1, Wayne Co	693	686	37	90	559
MI 2, Detroit’s Northern Suburbs	2,058	1,981	73	252	1,656
MI 3, Ann Arbor	719	691	24	77	590
All	3,470	3,358	134	419	2,806
Purchased students by geomarket
MI 1, Wayne Co	693	100	5.4	13.1	81.5
MI 2, Detroit’s Northern Suburbs	2,058	100	3.7	12.7	83.6
MI 3, Ann Arbor	719	100	3.5	11.1	85.4
All	3,470	100	4.0	12.5	83.6
Purchased students by first-generation status
MI 1, Wayne Co	693	20.4	27.6	21.5	19.9
MI 2, Detroit’s Northern Suburbs	2,058	59.0	54.5	60.1	59.0
MI 3, Ann Arbor	719	20.6	17.9	18.4	21.0
All	3,470	100	100	100	100
Orders 448440 & 546978, PSAT score 1270 - 1520
Count of purchased students
MI 1, Wayne Co	908	903	21	69	813
MI 2, Detroit’s Northern Suburbs	2,471	2,428	60	170	2,198
MI 3, Ann Arbor	856	825	20	52	753
All	4,235	4,156	101	291	3,765
Purchased students by geomarket
MI 1, Wayne Co	908	100	2.3	7.6	90.0
MI 2, Detroit’s Northern Suburbs	2,471	100	2.5	7.0	90.5
MI 3, Ann Arbor	856	100	2.4	6.3	91.3
All	4,235	100	2.4	7.0	90.6
Purchased students by first-generation status
MI 1, Wayne Co	908	21.7	20.8	23.7	21.6
MI 2, Detroit’s Northern Suburbs	2,471	58.4	59.4	58.4	58.4
MI 3, Ann Arbor	856	19.9	19.8	17.9	20.0
All	4,235	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260.. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

First-generation status by race for Detroit area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Detroit area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260..

Research question 2

First-generation status by race for Detroit area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

First-generation status by race for Detroit area Geomarkets

	All	No college	Some college	Not first-gen
Orders 448922 & 484698, PSAT score 1070 - 1180
All
All	10,743	6.4	18.9	74.7
MI 1, Wayne Co	2,711	8.2	21.4	70.5
MI 2, Detroit’s Northern Suburbs	6,268	5.8	17.1	77.2
MI 3, Ann Arbor	1,764	6.1	21.5	72.4
Asian
All	729	8.1	11.4	80.5
MI 1, Wayne Co	182	12.6	13.2	74.2
MI 2, Detroit’s Northern Suburbs	447	5.6	11.6	82.8
MI 3, Ann Arbor	100	11.0	7.0	82.0
Black/African American
All	541	5.4	20.7	73.9
MI 1, Wayne Co	259	7.3	27.4	65.3
MI 2, Detroit’s Northern Suburbs	241	4.1	14.9	80.9
MI 3, Ann Arbor	41	0.0	12.2	87.8
Hispanic/Latino
All	615	10.2	22.0	67.8
MI 1, Wayne Co	186	17.2	25.3	57.5
MI 2, Detroit’s Northern Suburbs	311	6.8	18.6	74.6
MI 3, Ann Arbor	118	8.5	25.4	66.1
White
All	8,319	6.2	19.2	74.6
MI 1, Wayne Co	1,957	7.2	20.6	72.3
MI 2, Detroit’s Northern Suburbs	4,964	6.0	17.8	76.3
MI 3, Ann Arbor	1,398	5.7	22.2	72.0
Two or More Races, Non-Hispanic
All	510	4.1	19.2	76.7
MI 1, Wayne Co	124	4.8	26.6	68.5
MI 2, Detroit’s Northern Suburbs	284	2.8	14.4	82.7
MI 3, Ann Arbor	102	6.9	23.5	69.6
American Indian/Alaska Native
All	24	0.0	20.8	79.2
MI 1, Wayne Co	2	0.0	50.0	50.0
MI 2, Detroit’s Northern Suburbs	17	0.0	11.8	88.2
MI 3, Ann Arbor	5	0.0	40.0	60.0
Native Hawaiian/Pacific Islander
All	5	40.0	0.0	60.0
MI 1, Wayne Co	1	100.0	0.0	0.0
MI 2, Detroit’s Northern Suburbs	4	25.0	0.0	75.0
Orders 448427 & 547005, PSAT score 1190 - 1260
All
All	3,278	4.1	12.5	83.4
MI 1, Wayne Co	671	5.5	13.0	81.5
MI 2, Detroit’s Northern Suburbs	1,931	3.7	12.7	83.5
MI 3, Ann Arbor	676	3.6	11.4	85.1
Asian
All	329	4.0	8.8	87.2
MI 1, Wayne Co	65	7.7	6.2	86.2
MI 2, Detroit’s Northern Suburbs	212	3.3	10.8	85.8
MI 3, Ann Arbor	52	1.9	3.8	94.2
Black/African American
All	125	5.6	14.4	80.0
MI 1, Wayne Co	46	10.9	19.6	69.6
MI 2, Detroit’s Northern Suburbs	61	0.0	11.5	88.5
MI 3, Ann Arbor	18	11.1	11.1	77.8
Hispanic/Latino
All	158	6.3	11.4	82.3
MI 1, Wayne Co	34	11.8	14.7	73.5
MI 2, Detroit’s Northern Suburbs	86	2.3	9.3	88.4
MI 3, Ann Arbor	38	10.5	13.2	76.3
White
All	2,496	3.8	12.9	83.3
MI 1, Wayne Co	486	4.3	13.0	82.7
MI 2, Detroit’s Northern Suburbs	1,491	4.0	13.1	82.9
MI 3, Ann Arbor	519	2.7	12.1	85.2
Two or More Races, Non-Hispanic
All	159	5.0	13.8	81.1
MI 1, Wayne Co	37	5.4	16.2	78.4
MI 2, Detroit’s Northern Suburbs	75	4.0	16.0	80.0
MI 3, Ann Arbor	47	6.4	8.5	85.1
American Indian/Alaska Native
All	7	14.3	14.3	71.4
MI 1, Wayne Co	3	0.0	0.0	100.0
MI 2, Detroit’s Northern Suburbs	2	50.0	0.0	50.0
MI 3, Ann Arbor	2	0.0	50.0	50.0
Native Hawaiian/Pacific Islander
All	4	0.0	0.0	100.0
MI 2, Detroit’s Northern Suburbs	4	0.0	0.0	100.0
Orders 448440 & 546978, PSAT score 1270 - 1520
All
All	4,060	2.5	6.9	90.6
MI 1, Wayne Co	880	2.4	7.6	90.0
MI 2, Detroit’s Northern Suburbs	2,372	2.5	6.9	90.6
MI 3, Ann Arbor	808	2.5	6.2	91.3
Asian
All	1,075	2.0	3.5	94.5
MI 1, Wayne Co	217	2.8	3.7	93.5
MI 2, Detroit’s Northern Suburbs	694	1.2	4.2	94.7
MI 3, Ann Arbor	164	4.3	0.6	95.1
Black/African American
All	84	2.4	10.7	86.9
MI 1, Wayne Co	27	0.0	14.8	85.2
MI 2, Detroit’s Northern Suburbs	45	2.2	6.7	91.1
MI 3, Ann Arbor	12	8.3	16.7	75.0
Hispanic/Latino
All	145	5.5	10.3	84.1
MI 1, Wayne Co	40	2.5	7.5	90.0
MI 2, Detroit’s Northern Suburbs	69	7.2	11.6	81.2
MI 3, Ann Arbor	36	5.6	11.1	83.3
White
All	2,560	2.6	8.1	89.3
MI 1, Wayne Co	546	2.4	9.0	88.6
MI 2, Detroit’s Northern Suburbs	1,474	3.0	8.1	88.9
MI 3, Ann Arbor	540	1.7	7.4	90.9
Two or More Races, Non-Hispanic
All	186	2.2	5.4	92.5
MI 1, Wayne Co	50	2.0	6.0	92.0
MI 2, Detroit’s Northern Suburbs	85	2.4	4.7	92.9
MI 3, Ann Arbor	51	2.0	5.9	92.2
American Indian/Alaska Native
All	9	0.0	11.1	88.9
MI 2, Detroit’s Northern Suburbs	4	0.0	25.0	75.0
MI 3, Ann Arbor	5	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	1	0.0	0.0	100.0
MI 2, Detroit’s Northern Suburbs	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260.. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Detroit area

Fullscreen

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 484698 (ordered 7/25/2019); HS class 2021; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 547005 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1190 - 1260.. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520. Order number 546978 (ordered 1/6/2020): HS class 2021; selected Geomarkets; PSAT 1270 - 1520..

Houston area

Research question 1

Racial/ethnic composition of Houston area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Houston area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Houston area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	76.7	23.2	71.3	85.4	92.5	58.1	26.7	34.9	64.2	81.2	42.4	25.8	18.4	44.4	62.2
TX16, Southwest Houston Metro Area	69.2	25.8	56.8	78.1	88.3	48.4	28.5	21.2	50.0	74.7	33.5	25.0	10.1	29.6	56.0
TX17, City of Houston (East)	47.3	34.3	8.8	54.1	80.6	27.7	26.2	5.3	18.7	45.5	17.8	20.9	3.6	8.4	25.8
TX18, Galveston & East Harris Co	77.2	22.4	72.1	85.7	91.6	61.4	22.6	46.0	67.0	79.6	48.8	22.8	30.2	51.2	67.7
% Black, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	12.4	22.1	1.2	3.3	10.7	12.7	18.3	2.7	6.2	12.2	14.3	14.9	3.3	9.5	20.3
TX16, Southwest Houston Metro Area	14.1	21.6	1.5	4.6	16.4	17.5	20.5	3.2	9.5	23.8	19.8	19.4	4.9	13.3	27.7
TX17, City of Houston (East)	30.3	37.9	1.1	7.5	74.9	27.1	31.9	2.4	10.6	46.4	22.8	24.3	3.0	13.8	34.6
TX18, Galveston & East Harris Co	11.4	19.8	0.6	3.5	9.5	14.2	17.3	2.4	7.2	17.0	13.4	13.9	2.9	9.2	18.9
% Hispanic
TX15, Northwest Houston & Conroe School Dist	9.0	9.3	3.2	6.5	11.0	23.5	18.1	8.7	17.9	34.6	34.1	20.2	18.9	29.8	46.3
TX16, Southwest Houston Metro Area	13.3	13.1	5.2	8.9	16.2	23.7	18.2	9.0	18.9	33.3	29.7	21.7	13.2	23.2	40.8
TX17, City of Houston (East)	20.8	21.8	5.3	12.7	26.9	41.7	28.4	15.9	37.9	68.5	54.0	28.9	26.3	56.6	81.7
TX18, Galveston & East Harris Co	10.0	8.5	4.2	7.3	13.5	20.7	13.8	11.3	16.8	26.4	31.6	18.1	17.9	27.5	41.5
% API, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	4.2	4.3	0.9	2.9	5.7	6.6	7.6	1.1	4.0	8.8
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	8.5	8.0	2.7	5.7	11.4	14.1	13.7	3.7	10.2	20.3
TX17, City of Houston (East)	NA	NA	NA	NA	NA	2.3	3.9	0.3	0.9	2.6	3.5	6.7	0.0	0.8	4.2
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	2.2	2.9	0.5	1.2	2.8	3.4	6.3	0.2	1.4	4.9
% Native, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.2	0.3	0.2	0.6	0.0	0.0	0.0
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.2	0.2	0.6	0.0	0.0	0.0
TX17, City of Houston (East)	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.2	0.9	0.0	0.0	0.0
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.6	0.0	0.0	0.0
% Two+, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	1.2	0.5	0.9	1.1	1.5	2.2	3.1	0.3	1.3	2.9
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	1.6	0.8	1.0	1.4	2.0	2.5	3.1	0.3	1.5	3.5
TX17, City of Houston (East)	NA	NA	NA	NA	NA	0.9	0.7	0.5	0.7	1.2	1.5	2.7	0.0	0.4	2.0
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	1.2	0.6	0.9	1.1	1.5	2.5	3.2	0.5	1.6	3.2
Median income
TX15, Northwest Houston & Conroe School Dist	101.0	32.0	77.0	96.0	125.0	101.0	41.0	72.0	94.0	121.0	100.0	46.0	65.0	92.0	126.0
TX16, Southwest Houston Metro Area	103.0	46.0	71.0	94.0	117.0	106.0	59.0	69.0	90.0	132.0	102.0	61.0	56.0	84.0	133.0
TX17, City of Houston (East)	78.0	29.0	59.0	74.0	94.0	65.0	31.0	47.0	59.0	76.0	66.0	34.0	43.0	57.0	80.0
TX18, Galveston & East Harris Co	96.0	27.0	80.0	95.0	112.0	89.0	36.0	62.0	83.0	112.0	94.0	41.0	63.0	84.0	118.0
Mean income
TX15, Northwest Houston & Conroe School Dist	116.0	38.0	86.0	112.0	140.0	123.0	49.0	91.0	111.0	139.0	127.0	61.0	86.0	115.0	160.0
TX16, Southwest Houston Metro Area	141.0	113.0	86.0	114.0	156.0	141.0	85.0	90.0	115.0	167.0	136.0	90.0	73.0	108.0	175.0
TX17, City of Houston (East)	88.0	29.0	69.0	85.0	101.0	84.0	35.0	63.0	76.0	96.0	85.0	45.0	57.0	72.0	97.0
TX18, Galveston & East Harris Co	107.0	31.0	90.0	101.0	122.0	107.0	40.0	81.0	99.0	129.0	115.0	46.0	82.0	107.0	140.0
% in poverty
TX15, Northwest Houston & Conroe School Dist	8.2	7.3	3.3	5.3	12.1	9.5	7.4	3.9	7.3	13.0	10.8	9.3	3.8	8.3	14.9
TX16, Southwest Houston Metro Area	9.6	9.0	3.8	6.8	11.2	10.5	8.1	4.3	8.3	14.8	12.9	10.4	4.6	10.9	17.9
TX17, City of Houston (East)	15.1	11.0	7.1	13.2	20.0	20.3	12.2	10.7	19.9	27.5	20.5	12.2	10.7	20.1	28.6
TX18, Galveston & East Harris Co	8.6	7.4	3.8	6.7	10.8	11.9	9.7	5.0	9.6	15.9	11.9	9.4	4.5	8.9	17.3
% with BA+
TX15, Northwest Houston & Conroe School Dist	20.8	13.3	8.9	19.3	29.4	27.2	16.7	13.7	23.3	39.0	34.6	19.8	18.5	31.9	49.0
TX16, Southwest Houston Metro Area	33.8	16.5	21.8	34.7	46.3	40.3	21.5	22.5	38.2	58.1	47.4	25.6	23.6	47.8	71.9
TX17, City of Houston (East)	11.0	11.0	4.0	7.1	14.2	14.0	15.4	4.3	7.6	17.0	20.7	20.8	6.5	12.3	25.2
TX18, Galveston & East Harris Co	15.4	12.4	6.5	12.0	20.9	20.2	14.8	9.4	14.7	28.5	28.1	17.9	13.2	24.0	41.1

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Houston area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Houston area

Figure Notes:
- Excludes students with missing values for race. Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Houston area

Figure Notes:
- Excludes students with missing values for race. Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Houston area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 329702, PSAT score 1010 - 1520
Count of purchased students
TX15, Northwest Houston & Conroe School Dist	6,085	5,449	2,559	768	304	1,597	200	13	8
TX16, Southwest Houston Metro Area	5,560	5,300	1,840	1,320	491	1,435	197	16	1
TX17, City of Houston (East)	1,595	1,535	217	203	122	953	39	0	1
TX18, Galveston & East Harris Co	2,087	1,816	1,072	161	72	456	44	10	1
All	15,327	14,100	5,688	2,452	989	4,441	480	39	11
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	6,085	100	47.0	14.1	5.6	29.3	3.7	0.2	0.1
TX16, Southwest Houston Metro Area	5,560	100	34.7	24.9	9.3	27.1	3.7	0.3	0.0
TX17, City of Houston (East)	1,595	100	14.1	13.2	7.9	62.1	2.5	0.0	0.1
TX18, Galveston & East Harris Co	2,087	100	59.0	8.9	4.0	25.1	2.4	0.6	0.1
All	15,327	100	40.3	17.4	7.0	31.5	3.4	0.3	0.1
Purchased students by racial/ethnic group
TX15, Northwest Houston & Conroe School Dist	6,085	38.6	45.0	31.3	30.7	36.0	41.7	33.3	72.7
TX16, Southwest Houston Metro Area	5,560	37.6	32.3	53.8	49.6	32.3	41.0	41.0	9.1
TX17, City of Houston (East)	1,595	10.9	3.8	8.3	12.3	21.5	8.1	0.0	9.1
TX18, Galveston & East Harris Co	2,087	12.9	18.8	6.6	7.3	10.3	9.2	25.6	9.1
All	15,327	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Houston area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Houston area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Houston area

	All	First-gen known	No college	Some college	Not first-gen
Order 329702, PSAT score 1010 - 1520
Count of purchased students
TX15, Northwest Houston & Conroe School Dist	6,085	5,954	793	1,075	4,086
TX16, Southwest Houston Metro Area	5,560	5,423	627	836	3,960
TX17, City of Houston (East)	1,595	1,556	639	355	562
TX18, Galveston & East Harris Co	2,087	2,055	225	431	1,399
All	15,327	14,988	2,284	2,697	10,008
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	6,085	100	13.3	18.1	68.6
TX16, Southwest Houston Metro Area	5,560	100	11.6	15.4	73.0
TX17, City of Houston (East)	1,595	100	41.1	22.8	36.1
TX18, Galveston & East Harris Co	2,087	100	10.9	21.0	68.1
All	15,327	100	15.2	18.0	66.8
Purchased students by first-generation status
TX15, Northwest Houston & Conroe School Dist	6,085	39.7	34.7	39.9	40.8
TX16, Southwest Houston Metro Area	5,560	36.2	27.5	31.0	39.6
TX17, City of Houston (East)	1,595	10.4	28.0	13.2	5.6
TX18, Galveston & East Harris Co	2,087	13.7	9.9	16.0	14.0
All	15,327	100	100	100	100

Figure Notes:
- Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

First-generation status by race for Houston area Geomarkets, PSAT score 1010 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

First-generation status by race for Houston area Geomarkets

	All	No college	Some college	Not first-gen
Order 329702, PSAT score 1010 - 1520
All
All	13,805	15.7	17.9	66.4
TX15, Northwest Houston & Conroe School Dist	5,338	14.0	18.0	68.1
TX16, Southwest Houston Metro Area	5,178	11.5	15.5	73.0
TX17, City of Houston (East)	1,498	41.9	22.8	35.4
TX18, Galveston & East Harris Co	1,791	11.2	20.2	68.7
Asian
All	2,390	12.2	16.7	71.1
TX15, Northwest Houston & Conroe School Dist	752	17.0	18.6	64.4
TX16, Southwest Houston Metro Area	1,282	8.3	15.7	76.1
TX17, City of Houston (East)	195	18.5	19.5	62.1
TX18, Galveston & East Harris Co	161	13.0	13.0	73.9
Black/African American
All	966	7.1	22.6	70.3
TX15, Northwest Houston & Conroe School Dist	296	5.7	20.6	73.6
TX16, Southwest Houston Metro Area	483	5.6	22.2	72.3
TX17, City of Houston (East)	117	15.4	27.4	57.3
TX18, Galveston & East Harris Co	70	10.0	25.7	64.3
Hispanic/Latino
All	4,348	35.7	22.4	41.9
TX15, Northwest Houston & Conroe School Dist	1,567	29.9	22.3	47.9
TX16, Southwest Houston Metro Area	1,403	30.4	20.7	48.8
TX17, City of Houston (East)	931	59.6	23.3	17.1
TX18, Galveston & East Harris Co	447	23.0	26.0	51.0
White
All	5,578	4.1	14.0	81.9
TX15, Northwest Houston & Conroe School Dist	2,503	4.7	14.7	80.5
TX16, Southwest Houston Metro Area	1,801	1.8	9.6	88.7
TX17, City of Houston (East)	216	6.5	20.8	72.7
TX18, Galveston & East Harris Co	1,058	6.1	18.3	75.5
Two or More Races, Non-Hispanic
All	473	4.2	18.2	77.6
TX15, Northwest Houston & Conroe School Dist	199	5.5	18.1	76.4
TX16, Southwest Houston Metro Area	192	1.0	17.2	81.8
TX17, City of Houston (East)	38	10.5	21.1	68.4
TX18, Galveston & East Harris Co	44	6.8	20.5	72.7
American Indian/Alaska Native
All	39	2.6	20.5	76.9
TX15, Northwest Houston & Conroe School Dist	13	0.0	30.8	69.2
TX16, Southwest Houston Metro Area	16	0.0	6.2	93.8
TX18, Galveston & East Harris Co	10	10.0	30.0	60.0
Native Hawaiian/Pacific Islander
All	11	27.3	18.2	54.5
TX15, Northwest Houston & Conroe School Dist	8	37.5	12.5	50.0
TX16, Southwest Houston Metro Area	1	0.0	0.0	100.0
TX17, City of Houston (East)	1	0.0	100.0	0.0
TX18, Galveston & East Harris Co	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Houston area

Fullscreen

Figure Notes:
- Order number 329702 (ordered 8/31/2017): HS class 2019; State = TX; PSAT 1010-1520.

Long Island area

Research question 1

Racial/ethnic composition of Long Island area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Long Island area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Long Island area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
NY16, Southern Nassau Co	86.5	22.7	92.2	96.1	97.3	73.6	28.9	68.7	87.7	93.9	60.2	31.3	32.4	74.5	86.3
NY17, Northern Nassau Co	92.6	6.4	91.9	94.8	96.5	80.8	11.1	73.1	82.8	89.4	63.6	17.7	50.0	65.7	77.7
NY18, Central Nassau Co	83.4	25.4	87.1	95.7	96.7	66.5	30.5	43.4	82.8	89.2	50.7	29.2	22.2	61.2	74.6
NY19, Northwest Suffolk Co	92.6	7.7	92.7	95.3	96.9	84.0	15.4	83.7	89.0	92.4	72.1	19.1	64.2	77.3	86.0
NY20, Southwest Suffolk Co	84.4	22.2	83.4	94.1	96.2	72.7	27.1	62.0	86.8	90.4	60.0	27.6	49.0	69.8	80.5
NY21, East Suffolk Co	88.9	13.5	87.6	92.9	95.4	83.0	12.8	78.8	84.3	92.0	74.3	16.2	64.7	77.9	86.5
% Black, non-Hispanic
NY16, Southern Nassau Co	8.9	20.9	0.1	0.3	2.2	12.7	22.9	0.4	1.0	12.6	16.0	22.3	0.7	4.0	24.6
NY17, Northern Nassau Co	2.4	4.7	0.2	0.7	2.1	2.1	3.4	0.3	0.9	1.7	2.4	3.9	0.1	1.0	2.9
NY18, Central Nassau Co	11.4	23.7	0.1	0.3	5.7	15.0	25.2	0.4	1.3	15.7	15.1	22.5	0.7	2.8	26.5
NY19, Northwest Suffolk Co	2.8	5.7	0.2	0.6	1.8	3.8	7.6	0.6	1.1	2.3	4.5	7.4	0.6	2.0	5.2
NY20, Southwest Suffolk Co	8.1	18.7	0.2	0.8	5.4	9.5	16.7	0.8	1.8	12.2	9.8	14.0	1.4	5.1	11.1
NY21, East Suffolk Co	6.6	12.4	1.2	2.4	5.7	5.7	9.0	1.1	2.7	6.4	5.7	8.2	0.8	2.6	7.9
% Hispanic
NY16, Southern Nassau Co	3.6	3.3	1.8	2.4	3.7	9.2	8.9	3.5	6.1	10.9	16.6	13.3	7.1	12.5	21.2
NY17, Northern Nassau Co	2.8	2.1	1.5	2.1	3.2	6.6	6.0	2.9	4.6	8.4	11.0	8.5	5.1	8.3	14.9
NY18, Central Nassau Co	3.5	3.0	1.8	2.5	4.0	9.9	9.5	4.5	7.1	11.5	17.8	14.7	7.4	13.8	21.5
NY19, Northwest Suffolk Co	3.2	2.9	1.5	2.2	4.1	7.0	8.7	2.9	4.2	6.8	13.3	13.9	4.8	9.0	14.8
NY20, Southwest Suffolk Co	6.4	8.1	2.6	4.0	5.8	13.8	15.3	5.0	7.1	14.0	24.0	20.3	10.1	17.8	29.2
NY21, East Suffolk Co	3.4	2.7	1.5	2.6	4.6	8.1	4.7	4.4	7.4	11.0	15.6	11.9	7.7	13.3	20.2
% API, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	2.7	2.2	1.3	2.0	3.2	4.6	5.1	0.9	2.8	5.9
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	9.1	6.9	4.0	6.7	12.5	20.1	15.4	7.5	16.6	30.8
NY18, Central Nassau Co	NA	NA	NA	NA	NA	6.5	6.8	2.6	4.0	8.0	13.3	13.1	4.5	8.6	18.1
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	3.9	3.9	1.8	2.8	4.4	8.0	8.7	2.6	5.1	8.8
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	2.2	1.5	1.2	1.7	2.8	3.9	4.7	0.8	2.4	5.1
NY21, East Suffolk Co	NA	NA	NA	NA	NA	1.5	1.1	0.8	1.1	1.6	2.5	3.1	0.3	1.3	3.6
% Native, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.1	0.4	0.0	0.0	0.0
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.0	0.1	0.1	0.5	0.0	0.0	0.0
NY18, Central Nassau Co	NA	NA	NA	NA	NA	0.1	0.2	0.0	0.1	0.2	0.1	0.5	0.0	0.0	0.0
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	0.1	0.2	0.0	0.1	0.1	0.1	0.7	0.0	0.0	0.0
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	0.2	0.3	0.0	0.1	0.2	0.1	0.4	0.0	0.0	0.0
NY21, East Suffolk Co	NA	NA	NA	NA	NA	0.4	1.3	0.1	0.1	0.3	0.1	0.8	0.0	0.0	0.0
% Two+, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	1.5	2.2	0.6	0.9	1.7	1.9	1.9	0.5	1.4	2.7
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	1.2	0.7	0.7	1.0	1.6	2.1	2.2	0.8	1.5	3.0
NY18, Central Nassau Co	NA	NA	NA	NA	NA	1.6	1.2	0.8	1.2	2.2	2.2	2.3	0.8	1.7	2.9
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	1.0	0.6	0.6	0.9	1.3	1.7	1.6	0.4	1.4	2.5
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	1.5	0.9	0.8	1.2	2.0	1.7	2.3	0.3	1.2	2.4
NY21, East Suffolk Co	NA	NA	NA	NA	NA	1.3	0.7	0.8	1.1	1.6	1.5	1.9	0.1	0.9	2.2
Median income
NY16, Southern Nassau Co	112.0	31.0	96.0	111.0	123.0	134.0	37.0	118.0	133.0	149.0	146.0	41.0	119.0	146.0	170.0
NY17, Northern Nassau Co	145.0	52.0	102.0	132.0	177.0	170.0	70.0	123.0	152.0	214.0	177.0	60.0	133.0	167.0	209.0
NY18, Central Nassau Co	116.0	33.0	99.0	111.0	122.0	135.0	48.0	115.0	129.0	148.0	149.0	46.0	122.0	144.0	172.0
NY19, Northwest Suffolk Co	120.0	34.0	99.0	113.0	136.0	150.0	44.0	122.0	147.0	168.0	155.0	44.0	124.0	148.0	183.0
NY20, Southwest Suffolk Co	98.0	20.0	88.0	97.0	107.0	122.0	26.0	107.0	123.0	136.0	127.0	29.0	109.0	125.0	145.0
NY21, East Suffolk Co	82.0	16.0	72.0	80.0	91.0	111.0	24.0	94.0	108.0	127.0	122.0	34.0	99.0	117.0	143.0
Mean income
NY16, Southern Nassau Co	132.0	65.0	108.0	123.0	137.0	160.0	50.0	139.0	152.0	170.0	174.0	50.0	145.0	170.0	195.0
NY17, Northern Nassau Co	208.0	133.0	124.0	160.0	244.0	242.0	111.0	162.0	203.0	291.0	250.0	103.0	178.0	223.0	305.0
NY18, Central Nassau Co	138.0	69.0	109.0	118.0	138.0	169.0	69.0	136.0	152.0	169.0	183.0	68.0	146.0	167.0	195.0
NY19, Northwest Suffolk Co	137.0	59.0	105.0	121.0	154.0	183.0	68.0	143.0	167.0	203.0	193.0	64.0	147.0	178.0	231.0
NY20, Southwest Suffolk Co	107.0	25.0	93.0	102.0	112.0	142.0	31.0	122.0	139.0	153.0	151.0	36.0	129.0	148.0	166.0
NY21, East Suffolk Co	93.0	19.0	79.0	91.0	102.0	134.0	27.0	115.0	130.0	150.0	158.0	63.0	121.0	144.0	174.0
% in poverty
NY16, Southern Nassau Co	5.5	5.3	2.6	3.7	5.4	5.3	4.5	2.6	4.0	6.3	5.9	5.7	2.5	4.4	7.4
NY17, Northern Nassau Co	3.4	2.1	2.1	2.9	4.3	4.2	2.5	2.6	3.8	4.8	5.8	5.1	2.6	4.5	6.8
NY18, Central Nassau Co	5.2	8.7	2.4	3.5	5.0	5.3	4.1	2.8	4.3	6.2	6.0	5.2	2.9	4.6	7.3
NY19, Northwest Suffolk Co	5.3	8.5	2.7	3.9	6.2	4.3	3.6	2.4	3.6	5.2	5.0	3.7	2.3	4.3	6.2
NY20, Southwest Suffolk Co	7.3	5.0	4.2	5.9	8.5	6.0	3.8	3.3	4.8	7.8	7.3	5.3	3.9	6.0	9.9
NY21, East Suffolk Co	8.5	4.9	5.5	7.4	11.0	6.2	4.0	3.2	5.8	7.7	7.7	5.2	3.6	6.2	10.9
% with BA+
NY16, Southern Nassau Co	20.1	9.7	14.0	17.5	24.2	31.5	12.7	22.8	29.9	37.7	42.8	13.8	34.2	42.8	50.0
NY17, Northern Nassau Co	34.3	14.1	21.5	36.1	46.1	48.2	15.7	35.9	49.2	60.4	60.2	14.9	51.1	58.6	71.7
NY18, Central Nassau Co	20.8	11.6	12.9	17.4	23.8	32.3	14.6	22.5	28.8	38.4	43.8	17.5	32.5	42.6	53.5
NY19, Northwest Suffolk Co	24.4	13.4	14.9	22.2	32.5	37.0	15.5	24.8	35.5	48.5	47.5	16.5	36.0	48.7	59.9
NY20, Southwest Suffolk Co	12.9	8.2	6.9	10.7	16.1	22.0	10.6	14.9	19.9	26.3	32.4	13.4	22.7	32.2	40.8
NY21, East Suffolk Co	16.9	8.1	9.9	18.0	21.5	25.6	11.0	17.8	24.6	32.8	37.0	15.5	25.8	35.2	47.1

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Long Island area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Long Island area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Long Island area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Long Island area

Figure Notes:
- Excludes students with missing values for race. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Long Island area

Figure Notes:
- Excludes students with missing values for race. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Long Island area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 448922, PSAT score 1070 - 1180
Count of purchased students
NY16, Southern Nassau Co	849	802	501	56	63	154	24	3	1
NY17, Northern Nassau Co	553	510	287	120	9	86	7	0	1
NY18, Central Nassau Co	1,014	985	559	117	87	189	31	2	0
NY19, Northwest Suffolk Co	1,260	1,192	887	104	30	130	35	5	1
NY20, Southwest Suffolk Co	795	765	492	50	34	159	27	3	0
NY21, East Suffolk Co	517	489	339	33	22	80	12	3	0
All	4,988	4,743	3,065	480	245	798	136	16	3
Purchased students by geomarket
NY16, Southern Nassau Co	849	100	62.5	7.0	7.9	19.2	3.0	0.4	0.1
NY17, Northern Nassau Co	553	100	56.3	23.5	1.8	16.9	1.4	0.0	0.2
NY18, Central Nassau Co	1,014	100	56.8	11.9	8.8	19.2	3.1	0.2	0.0
NY19, Northwest Suffolk Co	1,260	100	74.4	8.7	2.5	10.9	2.9	0.4	0.1
NY20, Southwest Suffolk Co	795	100	64.3	6.5	4.4	20.8	3.5	0.4	0.0
NY21, East Suffolk Co	517	100	69.3	6.7	4.5	16.4	2.5	0.6	0.0
All	4,988	100	64.6	10.1	5.2	16.8	2.9	0.3	0.1
Purchased students by racial/ethnic group
NY16, Southern Nassau Co	849	16.9	16.3	11.7	25.7	19.3	17.6	18.8	33.3
NY17, Northern Nassau Co	553	10.8	9.4	25.0	3.7	10.8	5.1	0.0	33.3
NY18, Central Nassau Co	1,014	20.8	18.2	24.4	35.5	23.7	22.8	12.5	0.0
NY19, Northwest Suffolk Co	1,260	25.1	28.9	21.7	12.2	16.3	25.7	31.2	33.3
NY20, Southwest Suffolk Co	795	16.1	16.1	10.4	13.9	19.9	19.9	18.8	0.0
NY21, East Suffolk Co	517	10.3	11.1	6.9	9.0	10.0	8.8	18.8	0.0
All	4,988	100	100	100	100	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NY16, Southern Nassau Co	336	326	214	24	18	54	15	1	0
NY17, Northern Nassau Co	264	244	127	74	3	30	8	2	0
NY18, Central Nassau Co	445	440	234	74	27	84	20	1	0
NY19, Northwest Suffolk Co	570	542	379	76	8	48	29	2	0
NY20, Southwest Suffolk Co	287	282	173	26	5	64	13	1	0
NY21, East Suffolk Co	226	219	158	10	4	37	10	0	0
All	2,128	2,053	1,285	284	65	317	95	7	0
Purchased students by geomarket
NY16, Southern Nassau Co	336	100	65.6	7.4	5.5	16.6	4.6	0.3	0.0
NY17, Northern Nassau Co	264	100	52.0	30.3	1.2	12.3	3.3	0.8	0.0
NY18, Central Nassau Co	445	100	53.2	16.8	6.1	19.1	4.5	0.2	0.0
NY19, Northwest Suffolk Co	570	100	69.9	14.0	1.5	8.9	5.4	0.4	0.0
NY20, Southwest Suffolk Co	287	100	61.3	9.2	1.8	22.7	4.6	0.4	0.0
NY21, East Suffolk Co	226	100	72.1	4.6	1.8	16.9	4.6	0.0	0.0
All	2,128	100	62.6	13.8	3.2	15.4	4.6	0.3	0.0
Purchased students by racial/ethnic group
NY16, Southern Nassau Co	336	15.9	16.7	8.5	27.7	17.0	15.8	14.3	NA
NY17, Northern Nassau Co	264	11.9	9.9	26.1	4.6	9.5	8.4	28.6	NA
NY18, Central Nassau Co	445	21.4	18.2	26.1	41.5	26.5	21.1	14.3	NA
NY19, Northwest Suffolk Co	570	26.4	29.5	26.8	12.3	15.1	30.5	28.6	NA
NY20, Southwest Suffolk Co	287	13.7	13.5	9.2	7.7	20.2	13.7	14.3	NA
NY21, East Suffolk Co	226	10.7	12.3	3.5	6.2	11.7	10.5	0.0	NA
All	2,128	100	100	100	100	100	100	100	0
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NY16, Southern Nassau Co	333	323	221	27	10	42	21	1	1
NY17, Northern Nassau Co	610	579	231	290	5	32	20	0	1
NY18, Central Nassau Co	490	468	253	126	16	52	19	2	0
NY19, Northwest Suffolk Co	804	770	474	188	9	68	28	2	1
NY20, Southwest Suffolk Co	248	239	166	18	3	41	11	0	0
NY21, East Suffolk Co	225	219	160	16	7	23	12	0	1
All	2,710	2,598	1,505	665	50	258	111	5	4
Purchased students by geomarket
NY16, Southern Nassau Co	333	100	68.4	8.4	3.1	13.0	6.5	0.3	0.3
NY17, Northern Nassau Co	610	100	39.9	50.1	0.9	5.5	3.5	0.0	0.2
NY18, Central Nassau Co	490	100	54.1	26.9	3.4	11.1	4.1	0.4	0.0
NY19, Northwest Suffolk Co	804	100	61.6	24.4	1.2	8.8	3.6	0.3	0.1
NY20, Southwest Suffolk Co	248	100	69.5	7.5	1.3	17.2	4.6	0.0	0.0
NY21, East Suffolk Co	225	100	73.1	7.3	3.2	10.5	5.5	0.0	0.5
All	2,710	100	57.9	25.6	1.9	9.9	4.3	0.2	0.2
Purchased students by racial/ethnic group
NY16, Southern Nassau Co	333	12.4	14.7	4.1	20.0	16.3	18.9	20.0	25.0
NY17, Northern Nassau Co	610	22.3	15.3	43.6	10.0	12.4	18.0	0.0	25.0
NY18, Central Nassau Co	490	18.0	16.8	18.9	32.0	20.2	17.1	40.0	0.0
NY19, Northwest Suffolk Co	804	29.6	31.5	28.3	18.0	26.4	25.2	40.0	25.0
NY20, Southwest Suffolk Co	248	9.2	11.0	2.7	6.0	15.9	9.9	0.0	0.0
NY21, East Suffolk Co	225	8.4	10.6	2.4	14.0	8.9	10.8	0.0	25.0
All	2,710	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Long Island area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Long Island area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Long Island area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Long Island area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Long Island area

	All	First-gen known	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
Count of purchased students
NY16, Southern Nassau Co	849	820	60	155	605
NY17, Northern Nassau Co	553	528	57	78	393
NY18, Central Nassau Co	1,014	996	96	193	707
NY19, Northwest Suffolk Co	1,260	1,232	63	213	956
NY20, Southwest Suffolk Co	795	774	110	191	473
NY21, East Suffolk Co	517	487	63	115	309
All	4,988	4,837	449	945	3,444
Purchased students by geomarket
NY16, Southern Nassau Co	849	100	7.3	18.9	73.8
NY17, Northern Nassau Co	553	100	10.8	14.8	74.4
NY18, Central Nassau Co	1,014	100	9.6	19.4	71.0
NY19, Northwest Suffolk Co	1,260	100	5.1	17.3	77.6
NY20, Southwest Suffolk Co	795	100	14.2	24.7	61.1
NY21, East Suffolk Co	517	100	12.9	23.6	63.4
All	4,988	100	9.3	19.5	71.2
Purchased students by first-generation status
NY16, Southern Nassau Co	849	17.0	13.4	16.4	17.6
NY17, Northern Nassau Co	553	10.9	12.7	8.3	11.4
NY18, Central Nassau Co	1,014	20.6	21.4	20.4	20.5
NY19, Northwest Suffolk Co	1,260	25.5	14.0	22.5	27.8
NY20, Southwest Suffolk Co	795	16.0	24.5	20.2	13.7
NY21, East Suffolk Co	517	10.1	14.0	12.2	9.0
All	4,988	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NY16, Southern Nassau Co	336	328	20	37	271
NY17, Northern Nassau Co	264	256	15	35	206
NY18, Central Nassau Co	445	438	29	78	331
NY19, Northwest Suffolk Co	570	555	30	79	446
NY20, Southwest Suffolk Co	287	283	25	79	179
NY21, East Suffolk Co	226	221	24	39	158
All	2,128	2,081	143	347	1,592
Purchased students by geomarket
NY16, Southern Nassau Co	336	100	6.1	11.3	82.6
NY17, Northern Nassau Co	264	100	5.9	13.7	80.5
NY18, Central Nassau Co	445	100	6.6	17.8	75.6
NY19, Northwest Suffolk Co	570	100	5.4	14.2	80.4
NY20, Southwest Suffolk Co	287	100	8.8	27.9	63.3
NY21, East Suffolk Co	226	100	10.9	17.6	71.5
All	2,128	100	6.9	16.7	76.5
Purchased students by first-generation status
NY16, Southern Nassau Co	336	15.8	14.0	10.7	17.0
NY17, Northern Nassau Co	264	12.3	10.5	10.1	12.9
NY18, Central Nassau Co	445	21.0	20.3	22.5	20.8
NY19, Northwest Suffolk Co	570	26.7	21.0	22.8	28.0
NY20, Southwest Suffolk Co	287	13.6	17.5	22.8	11.3
NY21, East Suffolk Co	226	10.6	16.8	11.2	9.9
All	2,128	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NY16, Southern Nassau Co	333	327	15	27	285
NY17, Northern Nassau Co	610	595	17	56	522
NY18, Central Nassau Co	490	484	24	52	408
NY19, Northwest Suffolk Co	804	794	24	71	699
NY20, Southwest Suffolk Co	248	243	15	34	194
NY21, East Suffolk Co	225	222	9	33	180
All	2,710	2,665	104	273	2,289
Purchased students by geomarket
NY16, Southern Nassau Co	333	100	4.6	8.3	87.2
NY17, Northern Nassau Co	610	100	2.9	9.4	87.7
NY18, Central Nassau Co	490	100	5.0	10.7	84.3
NY19, Northwest Suffolk Co	804	100	3.0	8.9	88.0
NY20, Southwest Suffolk Co	248	100	6.2	14.0	79.8
NY21, East Suffolk Co	225	100	4.1	14.9	81.1
All	2,710	100	3.9	10.2	85.9
Purchased students by first-generation status
NY16, Southern Nassau Co	333	12.3	14.4	9.9	12.5
NY17, Northern Nassau Co	610	22.3	16.3	20.5	22.8
NY18, Central Nassau Co	490	18.2	23.1	19.0	17.8
NY19, Northwest Suffolk Co	804	29.8	23.1	26.0	30.6
NY20, Southwest Suffolk Co	248	9.1	14.4	12.5	8.5
NY21, East Suffolk Co	225	8.3	8.7	12.1	7.9
All	2,710	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Long Island area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Long Island area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Long Island area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Long Island area Geomarkets

	All	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
All
All	4,648	9.2	19.8	71.0
NY16, Southern Nassau Co	781	7.0	19.1	73.9
NY17, Northern Nassau Co	501	10.8	15.4	73.9
NY18, Central Nassau Co	971	9.8	19.5	70.8
NY19, Northwest Suffolk Co	1,176	4.8	17.8	77.4
NY20, Southwest Suffolk Co	748	14.2	24.7	61.1
NY21, East Suffolk Co	471	13.0	23.4	63.7
Asian
All	469	14.7	20.0	65.2
NY16, Southern Nassau Co	54	18.5	25.9	55.6
NY17, Northern Nassau Co	117	16.2	14.5	69.2
NY18, Central Nassau Co	115	13.9	20.0	66.1
NY19, Northwest Suffolk Co	102	5.9	25.5	68.6
NY20, Southwest Suffolk Co	48	16.7	25.0	58.3
NY21, East Suffolk Co	33	30.3	6.1	63.6
Black/African American
All	237	6.3	19.8	73.8
NY16, Southern Nassau Co	62	4.8	17.7	77.4
NY17, Northern Nassau Co	9	0.0	33.3	66.7
NY18, Central Nassau Co	84	6.0	19.0	75.0
NY19, Northwest Suffolk Co	29	3.4	17.2	79.3
NY20, Southwest Suffolk Co	33	12.1	30.3	57.6
NY21, East Suffolk Co	20	10.0	10.0	80.0
Hispanic/Latino
All	774	19.4	26.5	54.1
NY16, Southern Nassau Co	149	12.8	28.9	58.4
NY17, Northern Nassau Co	83	21.7	16.9	61.4
NY18, Central Nassau Co	186	21.0	28.0	51.1
NY19, Northwest Suffolk Co	126	11.1	19.8	69.0
NY20, Southwest Suffolk Co	155	26.5	32.9	40.6
NY21, East Suffolk Co	75	25.3	26.7	48.0
White
All	3,014	5.9	18.1	76.0
NY16, Southern Nassau Co	488	4.5	15.2	80.3
NY17, Northern Nassau Co	284	5.6	14.4	79.9
NY18, Central Nassau Co	553	5.8	16.8	77.4
NY19, Northwest Suffolk Co	878	3.5	17.2	79.3
NY20, Southwest Suffolk Co	482	9.8	22.0	68.3
NY21, East Suffolk Co	329	9.1	24.3	66.6
Two or More Races, Non-Hispanic
All	135	8.1	17.8	74.1
NY16, Southern Nassau Co	24	0.0	20.8	79.2
NY17, Northern Nassau Co	7	14.3	28.6	57.1
NY18, Central Nassau Co	31	9.7	9.7	80.6
NY19, Northwest Suffolk Co	35	5.7	5.7	88.6
NY20, Southwest Suffolk Co	27	18.5	22.2	59.3
NY21, East Suffolk Co	11	0.0	54.5	45.5
American Indian/Alaska Native
All	16	31.2	18.8	50.0
NY16, Southern Nassau Co	3	33.3	33.3	33.3
NY18, Central Nassau Co	2	0.0	100.0	0.0
NY19, Northwest Suffolk Co	5	60.0	0.0	40.0
NY20, Southwest Suffolk Co	3	33.3	0.0	66.7
NY21, East Suffolk Co	3	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	3	0.0	33.3	66.7
NY16, Southern Nassau Co	1	0.0	100.0	0.0
NY17, Northern Nassau Co	1	0.0	0.0	100.0
NY19, Northwest Suffolk Co	1	0.0	0.0	100.0
Order 448427, PSAT score 1190 - 1260
All
All	2,025	6.8	16.6	76.5
NY16, Southern Nassau Co	322	6.2	11.2	82.6
NY17, Northern Nassau Co	243	5.3	13.2	81.5
NY18, Central Nassau Co	433	6.7	18.0	75.3
NY19, Northwest Suffolk Co	532	5.1	14.1	80.8
NY20, Southwest Suffolk Co	279	9.0	28.0	63.1
NY21, East Suffolk Co	216	11.1	17.6	71.3
Asian
All	282	10.3	20.6	69.1
NY16, Southern Nassau Co	24	12.5	12.5	75.0
NY17, Northern Nassau Co	74	8.1	13.5	78.4
NY18, Central Nassau Co	74	9.5	25.7	64.9
NY19, Northwest Suffolk Co	74	12.2	16.2	71.6
NY20, Southwest Suffolk Co	26	7.7	50.0	42.3
NY21, East Suffolk Co	10	20.0	10.0	70.0
Black/African American
All	64	3.1	20.3	76.6
NY16, Southern Nassau Co	18	5.6	16.7	77.8
NY17, Northern Nassau Co	3	0.0	33.3	66.7
NY18, Central Nassau Co	26	3.8	15.4	80.8
NY19, Northwest Suffolk Co	8	0.0	12.5	87.5
NY20, Southwest Suffolk Co	5	0.0	40.0	60.0
NY21, East Suffolk Co	4	0.0	50.0	50.0
Hispanic/Latino
All	310	17.4	21.9	60.6
NY16, Southern Nassau Co	54	18.5	16.7	64.8
NY17, Northern Nassau Co	30	13.3	26.7	60.0
NY18, Central Nassau Co	82	17.1	20.7	62.2
NY19, Northwest Suffolk Co	47	10.6	17.0	72.3
NY20, Southwest Suffolk Co	62	21.0	32.3	46.8
NY21, East Suffolk Co	35	22.9	17.1	60.0
White
All	1,269	3.9	13.9	82.3
NY16, Southern Nassau Co	210	2.4	8.6	89.0
NY17, Northern Nassau Co	126	2.4	10.3	87.3
NY18, Central Nassau Co	231	2.6	13.4	84.0
NY19, Northwest Suffolk Co	373	3.2	12.6	84.2
NY20, Southwest Suffolk Co	172	5.2	24.4	70.3
NY21, East Suffolk Co	157	8.9	15.9	75.2
Two or More Races, Non-Hispanic
All	93	1.1	22.6	76.3
NY16, Southern Nassau Co	15	0.0	20.0	80.0
NY17, Northern Nassau Co	8	0.0	0.0	100.0
NY18, Central Nassau Co	19	5.3	36.8	57.9
NY19, Northwest Suffolk Co	28	0.0	21.4	78.6
NY20, Southwest Suffolk Co	13	0.0	7.7	92.3
NY21, East Suffolk Co	10	0.0	40.0	60.0
American Indian/Alaska Native
All	7	42.9	14.3	42.9
NY16, Southern Nassau Co	1	100.0	0.0	0.0
NY17, Northern Nassau Co	2	0.0	0.0	100.0
NY18, Central Nassau Co	1	0.0	0.0	100.0
NY19, Northwest Suffolk Co	2	50.0	50.0	0.0
NY20, Southwest Suffolk Co	1	100.0	0.0	0.0
Order 448440, PSAT score 1270 - 1520
All
All	2,568	4.0	10.4	85.6
NY16, Southern Nassau Co	317	4.7	7.9	87.4
NY17, Northern Nassau Co	572	2.8	9.6	87.6
NY18, Central Nassau Co	466	4.9	10.7	84.3
NY19, Northwest Suffolk Co	760	3.2	9.2	87.6
NY20, Southwest Suffolk Co	236	6.4	14.4	79.2
NY21, East Suffolk Co	217	4.1	15.2	80.6
Asian
All	651	5.4	12.1	82.5
NY16, Southern Nassau Co	25	16.0	8.0	76.0
NY17, Northern Nassau Co	284	3.9	13.7	82.4
NY18, Central Nassau Co	125	7.2	8.0	84.8
NY19, Northwest Suffolk Co	184	4.9	11.4	83.7
NY20, Southwest Suffolk Co	17	5.9	23.5	70.6
NY21, East Suffolk Co	16	6.2	18.8	75.0
Black/African American
All	50	2.0	4.0	94.0
NY16, Southern Nassau Co	10	0.0	10.0	90.0
NY17, Northern Nassau Co	5	0.0	0.0	100.0
NY18, Central Nassau Co	16	0.0	0.0	100.0
NY19, Northwest Suffolk Co	9	0.0	0.0	100.0
NY20, Southwest Suffolk Co	3	33.3	0.0	66.7
NY21, East Suffolk Co	7	0.0	14.3	85.7
Hispanic/Latino
All	253	10.3	16.6	73.1
NY16, Southern Nassau Co	41	14.6	14.6	70.7
NY17, Northern Nassau Co	31	3.2	19.4	77.4
NY18, Central Nassau Co	51	7.8	15.7	76.5
NY19, Northwest Suffolk Co	66	6.1	12.1	81.8
NY20, Southwest Suffolk Co	41	17.1	22.0	61.0
NY21, East Suffolk Co	23	17.4	21.7	60.9
White
All	1,494	2.4	8.6	89.0
NY16, Southern Nassau Co	218	1.4	6.4	92.2
NY17, Northern Nassau Co	231	1.7	3.9	94.4
NY18, Central Nassau Co	253	3.6	10.7	85.8
NY19, Northwest Suffolk Co	470	2.1	8.5	89.4
NY20, Southwest Suffolk Co	164	3.7	11.6	84.8
NY21, East Suffolk Co	158	2.5	12.7	84.8
Two or More Races, Non-Hispanic
All	111	2.7	13.5	83.8
NY16, Southern Nassau Co	21	9.5	9.5	81.0
NY17, Northern Nassau Co	20	0.0	5.0	95.0
NY18, Central Nassau Co	19	5.3	26.3	68.4
NY19, Northwest Suffolk Co	28	0.0	3.6	96.4
NY20, Southwest Suffolk Co	11	0.0	18.2	81.8
NY21, East Suffolk Co	12	0.0	33.3	66.7
American Indian/Alaska Native
All	5	20.0	0.0	80.0
NY16, Southern Nassau Co	1	0.0	0.0	100.0
NY18, Central Nassau Co	2	0.0	0.0	100.0
NY19, Northwest Suffolk Co	2	50.0	0.0	50.0
Native Hawaiian/Pacific Islander
All	4	0.0	0.0	100.0
NY16, Southern Nassau Co	1	0.0	0.0	100.0
NY17, Northern Nassau Co	1	0.0	0.0	100.0
NY19, Northwest Suffolk Co	1	0.0	0.0	100.0
NY21, East Suffolk Co	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Long Island area

Fullscreen

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Los Angeles area

Research question 1

Racial/ethnic composition of Los Angeles area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Los Angeles area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Los Angeles area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA14, San Fernando Valley (West)	78.3	20.0	78.3	85.3	89.8	58.3	25.6	40.4	67.0	78.8	44.0	24.2	22.8	46.6	64.7
CA15, San Fernando Valley (East)	78.3	13.9	69.9	82.1	89.2	45.1	28.1	21.4	40.8	74.2	43.3	25.7	22.5	39.6	67.0
CA16, Glendale and Pasadena	64.3	25.2	49.7	72.9	84.6	39.9	24.0	16.0	40.4	61.3	35.3	24.0	12.8	34.1	57.2
CA17, West Los Angeles & West Beach	74.0	23.2	63.9	85.3	90.9	63.9	24.4	43.0	72.9	84.0	60.2	20.2	45.9	62.9	75.5
CA18, Hollywood & Wilshire	42.3	31.6	11.9	38.3	72.2	26.5	28.5	4.0	11.4	40.8	31.2	25.7	8.1	22.6	53.5
CA19, East Los Angeles	28.2	24.8	7.1	22.7	42.6	10.3	11.5	2.9	6.2	11.8	6.5	7.1	2.0	4.1	8.4
CA20, South Bay	62.4	27.7	43.3	74.5	84.7	41.3	29.4	12.4	41.3	68.3	29.1	24.5	7.1	22.1	51.4
CA21, South & South Central Los Angeles	20.5	26.9	1.6	5.4	30.1	7.3	13.6	1.1	2.3	5.5	6.3	11.4	0.6	1.9	6.6
CA22, Long Beach	61.5	28.4	36.5	70.3	87.4	35.1	28.9	10.0	21.8	64.0	25.8	23.0	6.6	16.4	45.5
CA23, Covina & West Covina	63.8	21.6	45.2	69.7	81.7	32.8	23.0	11.9	27.9	49.3	18.8	16.8	5.4	12.5	27.1
CA27, Riverside, San Bernardino, & Ontario	70.3	20.1	64.3	75.6	84.9	45.2	21.8	28.1	43.6	63.7	27.7	18.8	12.5	23.5	40.7
% Black, non-Hispanic
CA14, San Fernando Valley (West)	3.0	8.3	0.7	1.1	1.9	3.2	3.1	1.2	2.5	3.8	3.8	3.9	1.1	2.7	5.4
CA15, San Fernando Valley (East)	2.0	1.6	1.0	1.5	2.4	4.0	2.3	2.3	3.7	5.3	4.3	3.8	1.6	3.3	5.7
CA16, Glendale and Pasadena	5.9	14.9	0.2	0.7	2.4	4.4	8.5	0.8	1.7	3.2	3.4	5.2	0.5	1.8	4.1
CA17, West Los Angeles & West Beach	6.6	14.4	1.0	1.7	4.0	6.3	11.7	1.4	2.4	4.7	5.4	8.1	1.1	2.9	6.2
CA18, Hollywood & Wilshire	17.6	28.0	1.6	3.5	15.2	13.0	21.0	2.0	3.3	8.5	11.1	16.8	1.9	4.5	10.5
CA19, East Los Angeles	1.0	3.3	0.1	0.3	0.6	1.1	2.8	0.2	0.5	1.0	1.3	2.8	0.0	0.4	1.4
CA20, South Bay	12.6	25.7	0.5	1.4	6.5	13.2	20.2	1.5	4.1	15.2	12.1	16.9	1.7	5.7	14.3
CA21, South & South Central Los Angeles	44.3	36.4	2.8	47.0	79.8	24.7	24.4	2.6	17.7	39.6	17.5	18.8	2.7	11.6	25.3
CA22, Long Beach	12.0	20.6	1.0	2.8	10.9	13.1	14.4	3.0	8.9	18.8	11.4	13.0	3.6	8.1	15.1
CA23, Covina & West Covina	5.0	9.0	0.9	2.0	5.3	4.1	4.2	1.4	3.0	5.2	3.2	3.1	0.8	2.3	4.7
CA27, Riverside, San Bernardino, & Ontario	6.0	8.7	1.1	2.8	7.1	8.2	7.0	3.2	5.8	11.4	7.1	6.4	2.4	5.4	9.8
% Hispanic
CA14, San Fernando Valley (West)	14.3	16.4	5.4	8.4	14.5	27.4	25.0	9.4	16.4	38.8	36.8	25.9	16.2	28.8	56.9
CA15, San Fernando Valley (East)	14.7	12.1	5.3	11.3	18.7	40.2	27.5	11.3	35.8	62.5	40.6	27.2	14.8	37.3	60.9
CA16, Glendale and Pasadena	22.5	19.3	8.7	15.3	31.4	34.4	25.8	13.8	26.3	53.5	36.8	26.9	16.3	26.3	53.4
CA17, West Los Angeles & West Beach	12.5	14.3	3.4	6.4	15.7	16.2	16.6	4.6	9.4	21.1	15.8	13.4	6.3	12.2	20.4
CA18, Hollywood & Wilshire	28.3	25.5	6.1	19.4	45.0	43.7	28.3	15.8	44.4	68.5	38.2	24.6	15.7	34.7	57.1
CA19, East Los Angeles	61.7	27.6	42.9	68.8	85.4	66.6	27.9	41.6	77.9	91.0	64.4	28.9	36.7	73.2	91.5
CA20, South Bay	15.1	12.4	5.5	12.2	21.8	25.6	20.6	8.8	19.8	39.0	33.2	22.5	12.9	29.8	51.8
CA21, South & South Central Los Angeles	31.5	27.1	10.1	21.3	51.2	63.6	26.9	46.5	65.9	88.3	70.5	24.8	60.2	75.7	90.2
CA22, Long Beach	19.0	17.7	6.6	11.8	26.0	37.1	24.3	16.3	32.1	53.1	45.8	23.3	26.6	43.5	63.4
CA23, Covina & West Covina	25.7	19.0	11.3	18.9	35.2	43.6	25.6	20.6	39.6	68.7	51.7	23.5	30.8	54.3	71.3
CA27, Riverside, San Bernardino, & Ontario	20.5	17.1	9.9	14.6	25.4	38.3	20.5	21.7	34.2	52.9	53.8	22.0	36.3	54.1	72.4
% API, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	8.0	5.9	4.2	6.5	10.8	11.6	8.1	5.3	10.4	16.3
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	7.2	4.9	4.6	5.7	7.7	8.3	5.4	4.7	6.9	10.2
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	17.4	15.5	6.2	11.6	23.1	20.9	19.8	7.1	13.0	27.3
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	9.9	7.9	4.9	7.5	11.7	13.1	9.5	6.5	9.8	17.6
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	13.8	12.9	4.6	9.5	18.9	15.7	14.0	5.7	11.4	20.1
CA19, East Los Angeles	NA	NA	NA	NA	NA	20.5	21.5	1.8	11.2	37.9	26.5	26.0	2.7	16.4	47.9
CA20, South Bay	NA	NA	NA	NA	NA	16.6	13.7	6.1	11.0	26.8	21.2	15.9	8.2	17.8	30.3
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	2.9	5.3	0.3	0.8	2.7	3.9	6.9	0.2	1.2	4.4
CA22, Long Beach	NA	NA	NA	NA	NA	11.4	10.1	4.7	8.1	15.3	13.2	11.3	4.9	10.2	18.2
CA23, Covina & West Covina	NA	NA	NA	NA	NA	17.1	17.1	5.8	9.7	21.9	23.7	19.3	10.0	16.7	31.9
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	5.2	6.5	1.8	3.5	6.0	8.2	10.0	2.0	5.0	10.4
% Native, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.5	0.0	0.0	0.1
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.1	0.3	0.0	0.0	0.0
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.2	0.3	0.2	0.5	0.0	0.0	0.1
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.2	0.4	0.0	0.0	0.0
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.2	0.5	0.0	0.0	0.0
CA19, East Los Angeles	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.2	0.6	0.0	0.0	0.2
CA20, South Bay	NA	NA	NA	NA	NA	0.2	0.1	0.1	0.2	0.3	0.2	0.5	0.0	0.0	0.0
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.1	0.4	0.0	0.0	0.0
CA22, Long Beach	NA	NA	NA	NA	NA	0.4	0.3	0.2	0.3	0.5	0.6	6.9	0.0	0.0	0.1
CA23, Covina & West Covina	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.7	0.0	0.0	0.2
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	0.5	0.4	0.3	0.5	0.6	0.3	0.6	0.0	0.0	0.3
% Two+, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	2.6	1.5	1.7	2.4	3.2	3.1	2.6	1.1	2.7	4.1
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	3.0	1.4	2.1	2.9	3.7	3.1	2.9	1.0	2.7	4.4
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	3.5	2.8	1.9	2.8	3.7	3.0	2.7	1.0	2.4	4.2
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	3.2	1.3	2.4	3.1	3.9	4.8	2.9	2.7	4.2	6.7
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	2.6	2.0	1.3	2.1	3.1	3.2	2.9	1.3	2.4	4.6
CA19, East Los Angeles	NA	NA	NA	NA	NA	1.1	0.9	0.4	0.9	1.7	0.9	1.2	0.0	0.4	1.4
CA20, South Bay	NA	NA	NA	NA	NA	2.7	1.0	2.1	2.8	3.5	3.8	2.9	1.5	3.2	5.6
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	1.1	1.1	0.4	0.8	1.5	1.3	2.0	0.0	0.5	1.8
CA22, Long Beach	NA	NA	NA	NA	NA	2.6	1.0	2.0	2.7	3.3	2.9	2.3	1.2	2.5	4.2
CA23, Covina & West Covina	NA	NA	NA	NA	NA	2.0	0.8	1.4	2.0	2.6	2.0	2.1	0.4	1.5	2.9
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	2.4	0.9	1.8	2.3	3.0	2.6	2.4	0.7	1.9	3.7
Median income
CA14, San Fernando Valley (West)	114.0	40.0	84.0	108.0	134.0	124.0	52.0	87.0	113.0	156.0	121.0	46.0	87.0	116.0	146.0
CA15, San Fernando Valley (East)	100.0	51.0	70.0	82.0	106.0	94.0	62.0	60.0	75.0	97.0	99.0	56.0	61.0	83.0	116.0
CA16, Glendale and Pasadena	90.0	32.0	68.0	83.0	102.0	96.0	40.0	69.0	86.0	110.0	102.0	40.0	73.0	96.0	121.0
CA17, West Los Angeles & West Beach	112.0	64.0	68.0	87.0	139.0	132.0	78.0	80.0	104.0	168.0	137.0	61.0	98.0	122.0	165.0
CA18, Hollywood & Wilshire	67.0	37.0	45.0	58.0	75.0	68.0	42.0	41.0	57.0	86.0	84.0	43.0	52.0	75.0	105.0
CA19, East Los Angeles	70.0	25.0	53.0	66.0	84.0	70.0	26.0	53.0	64.0	81.0	76.0	25.0	60.0	72.0	87.0
CA20, South Bay	103.0	38.0	79.0	94.0	118.0	111.0	52.0	73.0	99.0	134.0	115.0	51.0	78.0	103.0	141.0
CA21, South & South Central Los Angeles	57.0	25.0	39.0	52.0	70.0	59.0	23.0	44.0	55.0	68.0	67.0	27.0	50.0	62.0	78.0
CA22, Long Beach	85.0	37.0	60.0	80.0	103.0	84.0	41.0	54.0	79.0	108.0	90.0	36.0	62.0	85.0	111.0
CA23, Covina & West Covina	98.0	33.0	73.0	91.0	117.0	103.0	36.0	79.0	96.0	121.0	103.0	32.0	82.0	99.0	120.0
CA27, Riverside, San Bernardino, & Ontario	77.0	28.0	55.0	73.0	92.0	89.0	36.0	64.0	81.0	111.0	95.0	37.0	68.0	88.0	119.0
Mean income
CA14, San Fernando Valley (West)	137.0	66.0	97.0	120.0	152.0	154.0	69.0	106.0	134.0	183.0	152.0	65.0	105.0	138.0	180.0
CA15, San Fernando Valley (East)	146.0	133.0	86.0	98.0	131.0	133.0	105.0	78.0	97.0	128.0	137.0	89.0	84.0	109.0	154.0
CA16, Glendale and Pasadena	111.0	55.0	80.0	96.0	124.0	124.0	56.0	86.0	108.0	138.0	135.0	57.0	96.0	121.0	157.0
CA17, West Los Angeles & West Beach	182.0	182.0	83.0	111.0	209.0	197.0	136.0	108.0	144.0	266.0	206.0	108.0	133.0	169.0	252.0
CA18, Hollywood & Wilshire	94.0	84.0	56.0	71.0	99.0	99.0	69.0	60.0	78.0	111.0	118.0	68.0	73.0	98.0	143.0
CA19, East Los Angeles	83.0	39.0	63.0	75.0	92.0	89.0	32.0	72.0	83.0	100.0	97.0	33.0	77.0	93.0	106.0
CA20, South Bay	124.0	90.0	88.0	106.0	130.0	141.0	78.0	89.0	118.0	164.0	149.0	77.0	95.0	124.0	180.0
CA21, South & South Central Los Angeles	68.0	28.0	50.0	63.0	79.0	77.0	26.0	62.0	72.0	87.0	86.0	32.0	66.0	78.0	95.0
CA22, Long Beach	102.0	57.0	71.0	93.0	116.0	106.0	49.0	72.0	102.0	129.0	113.0	45.0	80.0	104.0	137.0
CA23, Covina & West Covina	113.0	45.0	82.0	101.0	132.0	126.0	44.0	95.0	116.0	144.0	125.0	42.0	100.0	115.0	143.0
CA27, Riverside, San Bernardino, & Ontario	90.0	32.0	66.0	83.0	104.0	107.0	41.0	79.0	99.0	128.0	114.0	42.0	83.0	103.0	137.0
% in poverty
CA14, San Fernando Valley (West)	7.0	4.8	3.9	6.0	8.9	8.2	7.0	3.5	6.0	10.8	9.8	7.8	4.2	8.1	13.3
CA15, San Fernando Valley (East)	8.9	4.2	6.3	8.1	11.1	14.6	9.0	7.4	12.7	19.5	14.6	8.9	8.2	13.3	19.0
CA16, Glendale and Pasadena	9.8	6.6	5.5	7.9	13.1	12.2	7.4	6.5	10.7	16.9	12.6	7.7	6.4	11.3	16.8
CA17, West Los Angeles & West Beach	9.5	7.4	4.4	8.0	11.6	11.3	12.0	5.0	8.3	13.2	10.4	10.5	5.2	8.2	11.8
CA18, Hollywood & Wilshire	17.7	10.8	9.1	15.6	24.9	22.1	12.9	11.5	20.8	31.0	17.7	11.8	9.3	14.7	23.9
CA19, East Los Angeles	16.7	9.6	8.6	15.7	22.5	19.2	9.5	11.4	18.8	25.4	16.0	7.9	10.2	15.1	21.1
CA20, South Bay	7.9	4.9	4.1	6.6	10.9	10.2	7.9	3.9	7.2	16.4	9.6	6.9	4.9	7.5	13.3
CA21, South & South Central Los Angeles	24.0	12.8	14.5	24.2	33.2	26.7	12.7	17.9	26.1	35.7	21.7	11.5	13.7	20.6	28.5
CA22, Long Beach	11.9	10.1	4.6	9.1	16.0	16.4	13.1	5.5	12.5	25.1	14.5	12.0	6.8	12.1	19.9
CA23, Covina & West Covina	9.3	7.8	4.3	6.9	11.8	10.3	6.7	5.2	8.8	13.5	10.3	6.4	5.8	9.0	12.8
CA27, Riverside, San Bernardino, & Ontario	12.4	7.7	7.4	10.3	15.9	13.0	9.8	5.7	10.8	17.0	12.4	9.2	5.8	10.6	17.2
% with BA+
CA14, San Fernando Valley (West)	21.8	11.8	13.7	19.0	30.2	30.1	16.3	18.2	27.7	43.2	38.0	17.8	24.7	37.1	52.0
CA15, San Fernando Valley (East)	23.7	12.7	14.2	20.4	28.6	28.2	18.6	13.7	23.3	40.3	39.3	21.4	21.3	34.4	59.1
CA16, Glendale and Pasadena	20.4	13.4	10.9	16.7	27.3	29.4	17.6	16.2	27.5	40.5	39.1	19.3	24.2	39.2	53.7
CA17, West Los Angeles & West Beach	34.7	13.8	24.1	36.2	44.6	50.6	16.7	42.3	53.4	62.7	65.6	14.4	60.1	67.9	74.6
CA18, Hollywood & Wilshire	20.2	12.5	10.3	17.5	27.8	25.5	18.5	10.0	19.6	42.2	42.1	19.9	25.2	40.6	59.8
CA19, East Los Angeles	10.0	10.0	3.2	6.3	14.6	13.6	12.8	4.6	8.3	20.5	21.2	13.5	11.5	16.2	30.1
CA20, South Bay	19.8	13.2	10.2	15.9	25.4	31.7	20.8	13.7	25.8	46.9	41.5	21.8	22.6	36.7	58.8
CA21, South & South Central Los Angeles	7.9	8.1	3.1	5.5	9.6	8.9	10.0	3.1	5.4	10.1	16.2	14.9	7.1	10.8	19.5
CA22, Long Beach	16.4	11.9	8.0	12.8	21.1	20.9	16.2	7.1	16.9	31.7	28.4	17.1	13.6	25.9	40.8
CA23, Covina & West Covina	16.7	12.2	7.6	13.2	23.6	23.8	16.0	10.2	20.4	35.3	30.5	16.6	16.2	28.5	44.0
CA27, Riverside, San Bernardino, & Ontario	14.0	11.6	6.1	10.5	17.3	16.6	12.7	7.0	12.4	23.0	22.5	14.2	10.8	19.4	31.3

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Los Angeles area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Los Angeles area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Los Angeles area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Los Angeles area

Figure Notes:
- Excludes students with missing values for race. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Los Angeles area

Figure Notes:
- Excludes students with missing values for race. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Los Angeles area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA14, San Fernando Valley (West)	2,729	2,637	1,114	385	67	909	145	6	11
CA15, San Fernando Valley (East)	663	621	225	85	30	243	33	3	2
CA16, Glendale and Pasadena	1,496	1,439	525	306	30	477	91	8	2
CA17, West Los Angeles & West Beach	872	814	399	71	73	215	51	3	2
CA18, Hollywood & Wilshire	798	760	146	159	37	393	24	1	0
CA19, East Los Angeles	907	871	37	258	5	555	15	0	1
CA20, South Bay	1,326	1,257	383	334	48	364	120	2	6
CA21, South & South Central Los Angeles	1,083	1,031	17	22	61	920	8	3	0
CA22, Long Beach	923	878	186	160	66	398	55	5	8
CA23, Covina & West Covina	1,703	1,662	251	401	24	910	70	5	1
CA27, Riverside, San Bernardino, & Ontario	3,518	3,368	708	519	131	1,816	165	14	15
All	16,018	15,338	3,991	2,700	572	7,200	777	50	48
Purchased students by geomarket
CA14, San Fernando Valley (West)	2,729	100	42.2	14.6	2.5	34.5	5.5	0.2	0.4
CA15, San Fernando Valley (East)	663	100	36.2	13.7	4.8	39.1	5.3	0.5	0.3
CA16, Glendale and Pasadena	1,496	100	36.5	21.3	2.1	33.1	6.3	0.6	0.1
CA17, West Los Angeles & West Beach	872	100	49.0	8.7	9.0	26.4	6.3	0.4	0.2
CA18, Hollywood & Wilshire	798	100	19.2	20.9	4.9	51.7	3.2	0.1	0.0
CA19, East Los Angeles	907	100	4.2	29.6	0.6	63.7	1.7	0.0	0.1
CA20, South Bay	1,326	100	30.5	26.6	3.8	29.0	9.5	0.2	0.5
CA21, South & South Central Los Angeles	1,083	100	1.6	2.1	5.9	89.2	0.8	0.3	0.0
CA22, Long Beach	923	100	21.2	18.2	7.5	45.3	6.3	0.6	0.9
CA23, Covina & West Covina	1,703	100	15.1	24.1	1.4	54.8	4.2	0.3	0.1
CA27, Riverside, San Bernardino, & Ontario	3,518	100	21.0	15.4	3.9	53.9	4.9	0.4	0.4
All	16,018	100	26.0	17.6	3.7	46.9	5.1	0.3	0.3
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	2,729	17.2	27.9	14.3	11.7	12.6	18.7	12.0	22.9
CA15, San Fernando Valley (East)	663	4.0	5.6	3.1	5.2	3.4	4.2	6.0	4.2
CA16, Glendale and Pasadena	1,496	9.4	13.2	11.3	5.2	6.6	11.7	16.0	4.2
CA17, West Los Angeles & West Beach	872	5.3	10.0	2.6	12.8	3.0	6.6	6.0	4.2
CA18, Hollywood & Wilshire	798	5.0	3.7	5.9	6.5	5.5	3.1	2.0	0.0
CA19, East Los Angeles	907	5.7	0.9	9.6	0.9	7.7	1.9	0.0	2.1
CA20, South Bay	1,326	8.2	9.6	12.4	8.4	5.1	15.4	4.0	12.5
CA21, South & South Central Los Angeles	1,083	6.7	0.4	0.8	10.7	12.8	1.0	6.0	0.0
CA22, Long Beach	923	5.7	4.7	5.9	11.5	5.5	7.1	10.0	16.7
CA23, Covina & West Covina	1,703	10.8	6.3	14.9	4.2	12.6	9.0	10.0	2.1
CA27, Riverside, San Bernardino, & Ontario	3,518	22.0	17.7	19.2	22.9	25.2	21.2	28.0	31.2
All	16,018	100	100	100	100	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA14, San Fernando Valley (West)	1,601	1,542	731	346	25	322	100	12	6
CA15, San Fernando Valley (East)	392	359	170	64	11	82	31	1	0
CA16, Glendale and Pasadena	1,179	1,123	422	397	12	186	98	6	2
CA17, West Los Angeles & West Beach	644	553	318	60	19	95	55	4	2
CA18, Hollywood & Wilshire	420	396	122	131	14	103	24	2	0
CA19, East Los Angeles	442	421	13	270	3	124	6	4	1
CA20, South Bay	768	737	246	243	19	138	85	4	2
CA21, South & South Central Los Angeles	200	193	6	9	14	162	1	1	0
CA22, Long Beach	380	365	100	95	15	114	36	3	2
CA23, Covina & West Covina	862	842	116	406	11	267	40	1	1
CA27, Riverside, San Bernardino, & Ontario	1,427	1,361	354	340	48	509	99	7	4
All	8,315	7,892	2,598	2,361	191	2,102	575	45	20
Purchased students by geomarket
CA14, San Fernando Valley (West)	1,601	100	47.4	22.4	1.6	20.9	6.5	0.8	0.4
CA15, San Fernando Valley (East)	392	100	47.4	17.8	3.1	22.8	8.6	0.3	0.0
CA16, Glendale and Pasadena	1,179	100	37.6	35.4	1.1	16.6	8.7	0.5	0.2
CA17, West Los Angeles & West Beach	644	100	57.5	10.8	3.4	17.2	9.9	0.7	0.4
CA18, Hollywood & Wilshire	420	100	30.8	33.1	3.5	26.0	6.1	0.5	0.0
CA19, East Los Angeles	442	100	3.1	64.1	0.7	29.5	1.4	1.0	0.2
CA20, South Bay	768	100	33.4	33.0	2.6	18.7	11.5	0.5	0.3
CA21, South & South Central Los Angeles	200	100	3.1	4.7	7.3	83.9	0.5	0.5	0.0
CA22, Long Beach	380	100	27.4	26.0	4.1	31.2	9.9	0.8	0.5
CA23, Covina & West Covina	862	100	13.8	48.2	1.3	31.7	4.8	0.1	0.1
CA27, Riverside, San Bernardino, & Ontario	1,427	100	26.0	25.0	3.5	37.4	7.3	0.5	0.3
All	8,315	100	32.9	29.9	2.4	26.6	7.3	0.6	0.3
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	1,601	19.5	28.1	14.7	13.1	15.3	17.4	26.7	30.0
CA15, San Fernando Valley (East)	392	4.5	6.5	2.7	5.8	3.9	5.4	2.2	0.0
CA16, Glendale and Pasadena	1,179	14.2	16.2	16.8	6.3	8.8	17.0	13.3	10.0
CA17, West Los Angeles & West Beach	644	7.0	12.2	2.5	9.9	4.5	9.6	8.9	10.0
CA18, Hollywood & Wilshire	420	5.0	4.7	5.5	7.3	4.9	4.2	4.4	0.0
CA19, East Los Angeles	442	5.3	0.5	11.4	1.6	5.9	1.0	8.9	5.0
CA20, South Bay	768	9.3	9.5	10.3	9.9	6.6	14.8	8.9	10.0
CA21, South & South Central Los Angeles	200	2.4	0.2	0.4	7.3	7.7	0.2	2.2	0.0
CA22, Long Beach	380	4.6	3.8	4.0	7.9	5.4	6.3	6.7	10.0
CA23, Covina & West Covina	862	10.7	4.5	17.2	5.8	12.7	7.0	2.2	5.0
CA27, Riverside, San Bernardino, & Ontario	1,427	17.2	13.6	14.4	25.1	24.2	17.2	15.6	20.0
All	8,315	100	100	100	100	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA14, San Fernando Valley (West)	1,221	1,181	549	370	11	137	108	3	3
CA15, San Fernando Valley (East)	437	390	198	111	8	33	37	1	2
CA16, Glendale and Pasadena	1,265	1,213	330	619	8	136	109	7	4
CA17, West Los Angeles & West Beach	483	423	260	66	7	47	41	1	1
CA18, Hollywood & Wilshire	337	323	110	129	8	52	24	0	0
CA19, East Los Angeles	298	284	8	224	2	40	9	1	0
CA20, South Bay	960	923	287	421	8	99	107	1	0
CA21, South & South Central Los Angeles	84	79	6	11	2	58	2	0	0
CA22, Long Beach	201	192	51	82	3	38	17	1	0
CA23, Covina & West Covina	920	889	116	583	5	127	52	5	1
CA27, Riverside, San Bernardino, & Ontario	686	651	174	291	13	135	34	3	1
All	6,892	6,548	2,089	2,907	75	902	540	23	12
Purchased students by geomarket
CA14, San Fernando Valley (West)	1,221	100	46.5	31.3	0.9	11.6	9.1	0.3	0.3
CA15, San Fernando Valley (East)	437	100	50.8	28.5	2.1	8.5	9.5	0.3	0.5
CA16, Glendale and Pasadena	1,265	100	27.2	51.0	0.7	11.2	9.0	0.6	0.3
CA17, West Los Angeles & West Beach	483	100	61.5	15.6	1.7	11.1	9.7	0.2	0.2
CA18, Hollywood & Wilshire	337	100	34.1	39.9	2.5	16.1	7.4	0.0	0.0
CA19, East Los Angeles	298	100	2.8	78.9	0.7	14.1	3.2	0.4	0.0
CA20, South Bay	960	100	31.1	45.6	0.9	10.7	11.6	0.1	0.0
CA21, South & South Central Los Angeles	84	100	7.6	13.9	2.5	73.4	2.5	0.0	0.0
CA22, Long Beach	201	100	26.6	42.7	1.6	19.8	8.9	0.5	0.0
CA23, Covina & West Covina	920	100	13.0	65.6	0.6	14.3	5.8	0.6	0.1
CA27, Riverside, San Bernardino, & Ontario	686	100	26.7	44.7	2.0	20.7	5.2	0.5	0.2
All	6,892	100	31.9	44.4	1.1	13.8	8.2	0.4	0.2
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	1,221	18.0	26.3	12.7	14.7	15.2	20.0	13.0	25.0
CA15, San Fernando Valley (East)	437	6.0	9.5	3.8	10.7	3.7	6.9	4.3	16.7
CA16, Glendale and Pasadena	1,265	18.5	15.8	21.3	10.7	15.1	20.2	30.4	33.3
CA17, West Los Angeles & West Beach	483	6.5	12.4	2.3	9.3	5.2	7.6	4.3	8.3
CA18, Hollywood & Wilshire	337	4.9	5.3	4.4	10.7	5.8	4.4	0.0	0.0
CA19, East Los Angeles	298	4.3	0.4	7.7	2.7	4.4	1.7	4.3	0.0
CA20, South Bay	960	14.1	13.7	14.5	10.7	11.0	19.8	4.3	0.0
CA21, South & South Central Los Angeles	84	1.2	0.3	0.4	2.7	6.4	0.4	0.0	0.0
CA22, Long Beach	201	2.9	2.4	2.8	4.0	4.2	3.1	4.3	0.0
CA23, Covina & West Covina	920	13.6	5.6	20.1	6.7	14.1	9.6	21.7	8.3
CA27, Riverside, San Bernardino, & Ontario	686	9.9	8.3	10.0	17.3	15.0	6.3	13.0	8.3
All	6,892	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Los Angeles area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Los Angeles area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Los Angeles area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Los Angeles area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Los Angeles area

	All	First-gen known	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA14, San Fernando Valley (West)	2,729	2,669	354	590	1,725
CA15, San Fernando Valley (East)	663	594	132	120	342
CA16, Glendale and Pasadena	1,496	1,455	193	340	922
CA17, West Los Angeles & West Beach	872	837	83	148	606
CA18, Hollywood & Wilshire	798	764	229	167	368
CA19, East Los Angeles	907	852	399	211	242
CA20, South Bay	1,326	1,304	153	257	894
CA21, South & South Central Los Angeles	1,083	1,026	573	274	179
CA22, Long Beach	923	896	168	255	473
CA23, Covina & West Covina	1,703	1,670	344	492	834
CA27, Riverside, San Bernardino, & Ontario	3,518	3,422	881	994	1,547
All	16,018	15,489	3,509	3,848	8,133
Purchased students by geomarket
CA14, San Fernando Valley (West)	2,729	100	13.3	22.1	64.6
CA15, San Fernando Valley (East)	663	100	22.2	20.2	57.6
CA16, Glendale and Pasadena	1,496	100	13.3	23.4	63.4
CA17, West Los Angeles & West Beach	872	100	9.9	17.7	72.4
CA18, Hollywood & Wilshire	798	100	30.0	21.9	48.2
CA19, East Los Angeles	907	100	46.8	24.8	28.4
CA20, South Bay	1,326	100	11.7	19.7	68.6
CA21, South & South Central Los Angeles	1,083	100	55.8	26.7	17.4
CA22, Long Beach	923	100	18.8	28.5	52.8
CA23, Covina & West Covina	1,703	100	20.6	29.5	49.9
CA27, Riverside, San Bernardino, & Ontario	3,518	100	25.7	29.0	45.2
All	16,018	100	22.7	24.8	52.5
Purchased students by first-generation status
CA14, San Fernando Valley (West)	2,729	17.2	10.1	15.3	21.2
CA15, San Fernando Valley (East)	663	3.8	3.8	3.1	4.2
CA16, Glendale and Pasadena	1,496	9.4	5.5	8.8	11.3
CA17, West Los Angeles & West Beach	872	5.4	2.4	3.8	7.5
CA18, Hollywood & Wilshire	798	4.9	6.5	4.3	4.5
CA19, East Los Angeles	907	5.5	11.4	5.5	3.0
CA20, South Bay	1,326	8.4	4.4	6.7	11.0
CA21, South & South Central Los Angeles	1,083	6.6	16.3	7.1	2.2
CA22, Long Beach	923	5.8	4.8	6.6	5.8
CA23, Covina & West Covina	1,703	10.8	9.8	12.8	10.3
CA27, Riverside, San Bernardino, & Ontario	3,518	22.1	25.1	25.8	19.0
All	16,018	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA14, San Fernando Valley (West)	1,601	1,559	103	212	1,244
CA15, San Fernando Valley (East)	392	337	23	51	263
CA16, Glendale and Pasadena	1,179	1,123	81	175	867
CA17, West Los Angeles & West Beach	644	608	18	60	530
CA18, Hollywood & Wilshire	420	391	47	97	247
CA19, East Los Angeles	442	413	143	109	161
CA20, South Bay	768	744	36	104	604
CA21, South & South Central Los Angeles	200	190	90	54	46
CA22, Long Beach	380	366	33	93	240
CA23, Covina & West Covina	862	821	106	184	531
CA27, Riverside, San Bernardino, & Ontario	1,427	1,356	209	297	850
All	8,315	7,908	889	1,436	5,584
Purchased students by geomarket
CA14, San Fernando Valley (West)	1,601	100	6.6	13.6	79.8
CA15, San Fernando Valley (East)	392	100	6.8	15.1	78.0
CA16, Glendale and Pasadena	1,179	100	7.2	15.6	77.2
CA17, West Los Angeles & West Beach	644	100	3.0	9.9	87.2
CA18, Hollywood & Wilshire	420	100	12.0	24.8	63.2
CA19, East Los Angeles	442	100	34.6	26.4	39.0
CA20, South Bay	768	100	4.8	14.0	81.2
CA21, South & South Central Los Angeles	200	100	47.4	28.4	24.2
CA22, Long Beach	380	100	9.0	25.4	65.6
CA23, Covina & West Covina	862	100	12.9	22.4	64.7
CA27, Riverside, San Bernardino, & Ontario	1,427	100	15.4	21.9	62.7
All	8,315	100	11.2	18.2	70.6
Purchased students by first-generation status
CA14, San Fernando Valley (West)	1,601	19.7	11.6	14.8	22.3
CA15, San Fernando Valley (East)	392	4.3	2.6	3.6	4.7
CA16, Glendale and Pasadena	1,179	14.2	9.1	12.2	15.5
CA17, West Los Angeles & West Beach	644	7.7	2.0	4.2	9.5
CA18, Hollywood & Wilshire	420	4.9	5.3	6.8	4.4
CA19, East Los Angeles	442	5.2	16.1	7.6	2.9
CA20, South Bay	768	9.4	4.0	7.2	10.8
CA21, South & South Central Los Angeles	200	2.4	10.1	3.8	0.8
CA22, Long Beach	380	4.6	3.7	6.5	4.3
CA23, Covina & West Covina	862	10.4	11.9	12.8	9.5
CA27, Riverside, San Bernardino, & Ontario	1,427	17.1	23.5	20.7	15.2
All	8,315	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA14, San Fernando Valley (West)	1,221	1,195	36	117	1,042
CA15, San Fernando Valley (East)	437	393	13	39	341
CA16, Glendale and Pasadena	1,265	1,218	48	135	1,035
CA17, West Los Angeles & West Beach	483	463	10	30	423
CA18, Hollywood & Wilshire	337	319	14	58	247
CA19, East Los Angeles	298	271	74	53	144
CA20, South Bay	960	947	24	76	847
CA21, South & South Central Los Angeles	84	80	25	24	31
CA22, Long Beach	201	193	13	33	147
CA23, Covina & West Covina	920	879	68	145	666
CA27, Riverside, San Bernardino, & Ontario	686	637	53	106	478
All	6,892	6,595	378	816	5,402
Purchased students by geomarket
CA14, San Fernando Valley (West)	1,221	100	3.0	9.8	87.2
CA15, San Fernando Valley (East)	437	100	3.3	9.9	86.8
CA16, Glendale and Pasadena	1,265	100	3.9	11.1	85.0
CA17, West Los Angeles & West Beach	483	100	2.2	6.5	91.4
CA18, Hollywood & Wilshire	337	100	4.4	18.2	77.4
CA19, East Los Angeles	298	100	27.3	19.6	53.1
CA20, South Bay	960	100	2.5	8.0	89.4
CA21, South & South Central Los Angeles	84	100	31.2	30.0	38.8
CA22, Long Beach	201	100	6.7	17.1	76.2
CA23, Covina & West Covina	920	100	7.7	16.5	75.8
CA27, Riverside, San Bernardino, & Ontario	686	100	8.3	16.6	75.0
All	6,892	100	5.7	12.4	81.9
Purchased students by first-generation status
CA14, San Fernando Valley (West)	1,221	18.1	9.5	14.3	19.3
CA15, San Fernando Valley (East)	437	6.0	3.4	4.8	6.3
CA16, Glendale and Pasadena	1,265	18.5	12.7	16.5	19.2
CA17, West Los Angeles & West Beach	483	7.0	2.6	3.7	7.8
CA18, Hollywood & Wilshire	337	4.8	3.7	7.1	4.6
CA19, East Los Angeles	298	4.1	19.6	6.5	2.7
CA20, South Bay	960	14.4	6.3	9.3	15.7
CA21, South & South Central Los Angeles	84	1.2	6.6	2.9	0.6
CA22, Long Beach	201	2.9	3.4	4.0	2.7
CA23, Covina & West Covina	920	13.3	18.0	17.8	12.3
CA27, Riverside, San Bernardino, & Ontario	686	9.7	14.0	13.0	8.9
All	6,892	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Los Angeles area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Los Angeles area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Los Angeles area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Los Angeles area Geomarkets

	All	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
All
All	14,962	22.9	24.8	52.3
CA14, San Fernando Valley (West)	2,596	13.3	22.2	64.4
CA15, San Fernando Valley (East)	584	22.4	20.2	57.4
CA16, Glendale and Pasadena	1,410	13.4	23.0	63.5
CA17, West Los Angeles & West Beach	792	10.1	17.4	72.5
CA18, Hollywood & Wilshire	737	30.7	22.3	47.1
CA19, East Los Angeles	821	46.2	24.7	29.1
CA20, South Bay	1,239	11.8	19.2	69.0
CA21, South & South Central Los Angeles	993	56.1	26.6	17.3
CA22, Long Beach	855	19.5	28.3	52.2
CA23, Covina & West Covina	1,632	20.6	29.8	49.6
CA27, Riverside, San Bernardino, & Ontario	3,303	26.3	28.8	44.9
Asian
All	2,643	14.5	24.8	60.7
CA14, San Fernando Valley (West)	381	9.2	22.0	68.8
CA15, San Fernando Valley (East)	79	11.4	24.1	64.6
CA16, Glendale and Pasadena	298	16.8	19.5	63.8
CA17, West Los Angeles & West Beach	69	4.3	24.6	71.0
CA18, Hollywood & Wilshire	152	15.8	27.6	56.6
CA19, East Los Angeles	250	42.4	26.0	31.6
CA20, South Bay	331	8.8	21.5	69.8
CA21, South & South Central Los Angeles	22	13.6	31.8	54.5
CA22, Long Beach	159	11.9	32.1	56.0
CA23, Covina & West Covina	392	11.7	30.4	57.9
CA27, Riverside, San Bernardino, & Ontario	510	11.8	23.9	64.3
Black/African American
All	547	6.9	27.8	65.3
CA14, San Fernando Valley (West)	67	4.5	26.9	68.7
CA15, San Fernando Valley (East)	25	4.0	12.0	84.0
CA16, Glendale and Pasadena	30	10.0	16.7	73.3
CA17, West Los Angeles & West Beach	70	2.9	21.4	75.7
CA18, Hollywood & Wilshire	37	10.8	24.3	64.9
CA19, East Los Angeles	5	0.0	20.0	80.0
CA20, South Bay	48	8.3	27.1	64.6
CA21, South & South Central Los Angeles	58	10.3	48.3	41.4
CA22, Long Beach	58	3.4	34.5	62.1
CA23, Covina & West Covina	23	17.4	30.4	52.2
CA27, Riverside, San Bernardino, & Ontario	126	7.1	26.2	66.7
Hispanic/Latino
All	7,002	39.3	28.3	32.4
CA14, San Fernando Valley (West)	893	29.0	26.2	44.8
CA15, San Fernando Valley (East)	230	44.8	23.0	32.2
CA16, Glendale and Pasadena	464	23.5	30.6	45.9
CA17, West Los Angeles & West Beach	207	30.4	22.2	47.3
CA18, Hollywood & Wilshire	381	50.1	23.9	26.0
CA19, East Los Angeles	514	52.1	25.1	22.8
CA20, South Bay	356	26.4	27.2	46.3
CA21, South & South Central Los Angeles	886	61.3	24.9	13.8
CA22, Long Beach	390	35.1	30.0	34.9
CA23, Covina & West Covina	893	29.9	31.4	38.7
CA27, Riverside, San Bernardino, & Ontario	1,788	40.0	31.9	28.1
White
All	3,911	5.1	18.6	76.2
CA14, San Fernando Valley (West)	1,096	3.7	18.3	77.9
CA15, San Fernando Valley (East)	214	6.5	17.8	75.7
CA16, Glendale and Pasadena	519	4.2	20.0	75.7
CA17, West Los Angeles & West Beach	392	2.8	12.8	84.4
CA18, Hollywood & Wilshire	142	4.9	10.6	84.5
CA19, East Los Angeles	37	10.8	8.1	81.1
CA20, South Bay	378	2.9	11.1	86.0
CA21, South & South Central Los Angeles	17	17.6	35.3	47.1
CA22, Long Beach	181	2.8	16.6	80.7
CA23, Covina & West Covina	249	7.6	23.7	68.7
CA27, Riverside, San Bernardino, & Ontario	686	9.3	26.2	64.4
Two or More Races, Non-Hispanic
All	764	5.2	22.3	72.5
CA14, San Fernando Valley (West)	143	4.9	25.2	69.9
CA15, San Fernando Valley (East)	31	6.5	12.9	80.6
CA16, Glendale and Pasadena	89	4.5	18.0	77.5
CA17, West Los Angeles & West Beach	50	0.0	18.0	82.0
CA18, Hollywood & Wilshire	24	0.0	29.2	70.8
CA19, East Los Angeles	14	7.1	28.6	64.3
CA20, South Bay	118	5.1	12.7	82.2
CA21, South & South Central Los Angeles	7	28.6	28.6	42.9
CA22, Long Beach	54	3.7	31.5	64.8
CA23, Covina & West Covina	69	0.0	29.0	71.0
CA27, Riverside, San Bernardino, & Ontario	165	9.7	24.2	66.1
American Indian/Alaska Native
All	47	10.6	14.9	74.5
CA14, San Fernando Valley (West)	5	0.0	40.0	60.0
CA15, San Fernando Valley (East)	3	0.0	33.3	66.7
CA16, Glendale and Pasadena	8	12.5	0.0	87.5
CA17, West Los Angeles & West Beach	2	50.0	0.0	50.0
CA18, Hollywood & Wilshire	1	0.0	0.0	100.0
CA20, South Bay	2	0.0	0.0	100.0
CA21, South & South Central Los Angeles	3	0.0	0.0	100.0
CA22, Long Beach	5	0.0	40.0	60.0
CA23, Covina & West Covina	5	0.0	20.0	80.0
CA27, Riverside, San Bernardino, & Ontario	13	23.1	7.7	69.2
Native Hawaiian/Pacific Islander
All	48	20.8	29.2	50.0
CA14, San Fernando Valley (West)	11	9.1	18.2	72.7
CA15, San Fernando Valley (East)	2	100.0	0.0	0.0
CA16, Glendale and Pasadena	2	0.0	0.0	100.0
CA17, West Los Angeles & West Beach	2	0.0	50.0	50.0
CA19, East Los Angeles	1	0.0	100.0	0.0
CA20, South Bay	6	33.3	0.0	66.7
CA22, Long Beach	8	25.0	62.5	12.5
CA23, Covina & West Covina	1	0.0	100.0	0.0
CA27, Riverside, San Bernardino, & Ontario	15	20.0	26.7	53.3
Orders 448420 & 546946, PSAT score 1190 - 1260
All
All	7,589	11.3	18.3	70.5
CA14, San Fernando Valley (West)	1,507	6.8	13.5	79.8
CA15, San Fernando Valley (East)	330	6.7	15.5	77.9
CA16, Glendale and Pasadena	1,080	7.3	15.6	77.1
CA17, West Los Angeles & West Beach	534	3.0	10.9	86.1
CA18, Hollywood & Wilshire	376	12.0	24.5	63.6
CA19, East Los Angeles	395	34.4	26.1	39.5
CA20, South Bay	718	4.6	14.1	81.3
CA21, South & South Central Los Angeles	187	47.6	28.9	23.5
CA22, Long Beach	356	8.7	25.6	65.7
CA23, Covina & West Covina	805	12.7	22.4	65.0
CA27, Riverside, San Bernardino, & Ontario	1,301	15.5	21.8	62.6
Asian
All	2,259	10.8	21.2	68.0
CA14, San Fernando Valley (West)	335	5.4	14.3	80.3
CA15, San Fernando Valley (East)	60	5.0	28.3	66.7
CA16, Glendale and Pasadena	376	10.6	17.0	72.3
CA17, West Los Angeles & West Beach	58	3.4	12.1	84.5
CA18, Hollywood & Wilshire	124	12.1	34.7	53.2
CA19, East Los Angeles	251	35.5	24.7	39.8
CA20, South Bay	237	3.4	19.8	76.8
CA21, South & South Central Los Angeles	9	0.0	44.4	55.6
CA22, Long Beach	93	4.3	26.9	68.8
CA23, Covina & West Covina	388	10.1	24.5	65.5
CA27, Riverside, San Bernardino, & Ontario	328	7.9	20.4	71.6
Black/African American
All	186	5.4	20.4	74.2
CA14, San Fernando Valley (West)	25	0.0	4.0	96.0
CA15, San Fernando Valley (East)	8	0.0	12.5	87.5
CA16, Glendale and Pasadena	12	0.0	8.3	91.7
CA17, West Los Angeles & West Beach	19	5.3	26.3	68.4
CA18, Hollywood & Wilshire	14	0.0	35.7	64.3
CA19, East Los Angeles	3	0.0	33.3	66.7
CA20, South Bay	18	11.1	11.1	77.8
CA21, South & South Central Los Angeles	14	21.4	21.4	57.1
CA22, Long Beach	15	6.7	40.0	53.3
CA23, Covina & West Covina	11	9.1	27.3	63.6
CA27, Riverside, San Bernardino, & Ontario	47	4.3	21.3	74.5
Hispanic/Latino
All	2,017	25.2	25.1	49.7
CA14, San Fernando Valley (West)	318	18.2	23.3	58.5
CA15, San Fernando Valley (East)	78	19.2	21.8	59.0
CA16, Glendale and Pasadena	180	12.8	21.7	65.6
CA17, West Los Angeles & West Beach	89	11.2	20.2	68.5
CA18, Hollywood & Wilshire	98	29.6	25.5	44.9
CA19, East Los Angeles	117	38.5	32.5	29.1
CA20, South Bay	132	12.1	21.2	66.7
CA21, South & South Central Los Angeles	156	53.8	28.2	17.9
CA22, Long Beach	112	20.5	30.4	49.1
CA23, Covina & West Covina	250	22.4	22.8	54.8
CA27, Riverside, San Bernardino, & Ontario	487	30.8	27.1	42.1
White
All	2,511	3.0	11.2	85.7
CA14, San Fernando Valley (West)	713	3.1	10.0	87.0
CA15, San Fernando Valley (East)	155	2.6	8.4	89.0
CA16, Glendale and Pasadena	409	3.7	13.2	83.1
CA17, West Los Angeles & West Beach	310	1.0	6.5	92.6
CA18, Hollywood & Wilshire	117	0.9	12.8	86.3
CA19, East Los Angeles	13	0.0	0.0	100.0
CA20, South Bay	243	1.6	4.5	93.8
CA21, South & South Central Los Angeles	6	16.7	33.3	50.0
CA22, Long Beach	96	3.1	16.7	80.2
CA23, Covina & West Covina	114	5.3	14.0	80.7
CA27, Riverside, San Bernardino, & Ontario	335	5.1	19.1	75.8
Two or More Races, Non-Hispanic
All	554	2.5	12.3	85.2
CA14, San Fernando Valley (West)	98	4.1	6.1	89.8
CA15, San Fernando Valley (East)	28	0.0	10.7	89.3
CA16, Glendale and Pasadena	95	1.1	10.5	88.4
CA17, West Los Angeles & West Beach	52	0.0	13.5	86.5
CA18, Hollywood & Wilshire	22	0.0	18.2	81.8
CA19, East Los Angeles	6	16.7	0.0	83.3
CA20, South Bay	82	3.7	13.4	82.9
CA21, South & South Central Los Angeles	1	0.0	100.0	0.0
CA22, Long Beach	35	0.0	22.9	77.1
CA23, Covina & West Covina	40	0.0	20.0	80.0
CA27, Riverside, San Bernardino, & Ontario	95	5.3	10.5	84.2
American Indian/Alaska Native
All	42	9.5	21.4	69.0
CA14, San Fernando Valley (West)	12	0.0	16.7	83.3
CA15, San Fernando Valley (East)	1	0.0	0.0	100.0
CA16, Glendale and Pasadena	6	0.0	0.0	100.0
CA17, West Los Angeles & West Beach	4	0.0	25.0	75.0
CA18, Hollywood & Wilshire	1	0.0	0.0	100.0
CA19, East Los Angeles	4	25.0	50.0	25.0
CA20, South Bay	4	0.0	25.0	75.0
CA21, South & South Central Los Angeles	1	100.0	0.0	0.0
CA22, Long Beach	3	0.0	33.3	66.7
CA23, Covina & West Covina	1	0.0	100.0	0.0
CA27, Riverside, San Bernardino, & Ontario	5	40.0	20.0	40.0
Native Hawaiian/Pacific Islander
All	20	0.0	15.0	85.0
CA14, San Fernando Valley (West)	6	0.0	16.7	83.3
CA16, Glendale and Pasadena	2	0.0	0.0	100.0
CA17, West Los Angeles & West Beach	2	0.0	0.0	100.0
CA19, East Los Angeles	1	0.0	0.0	100.0
CA20, South Bay	2	0.0	50.0	50.0
CA22, Long Beach	2	0.0	50.0	50.0
CA23, Covina & West Covina	1	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	4	0.0	0.0	100.0
Orders 448374 & 546945, PSAT score 1270 - 1520
All
All	6,334	5.8	12.3	81.9
CA14, San Fernando Valley (West)	1,161	2.9	9.6	87.5
CA15, San Fernando Valley (East)	372	3.5	9.7	86.8
CA16, Glendale and Pasadena	1,175	4.0	10.8	85.2
CA17, West Los Angeles & West Beach	415	2.2	6.7	91.1
CA18, Hollywood & Wilshire	309	4.5	18.4	77.0
CA19, East Los Angeles	260	27.7	18.8	53.5
CA20, South Bay	915	2.6	8.1	89.3
CA21, South & South Central Los Angeles	77	31.2	29.9	39.0
CA22, Long Beach	187	7.0	17.1	75.9
CA23, Covina & West Covina	854	7.7	16.5	75.8
CA27, Riverside, San Bernardino, & Ontario	609	8.5	16.9	74.5
Asian
All	2,795	6.7	14.3	79.0
CA14, San Fernando Valley (West)	361	4.2	9.7	86.1
CA15, San Fernando Valley (East)	107	3.7	14.0	82.2
CA16, Glendale and Pasadena	598	5.7	13.2	81.1
CA17, West Los Angeles & West Beach	65	4.6	9.2	86.2
CA18, Hollywood & Wilshire	122	5.7	25.4	68.9
CA19, East Los Angeles	204	29.9	18.6	51.5
CA20, South Bay	416	2.2	9.9	88.0
CA21, South & South Central Los Angeles	11	0.0	54.5	45.5
CA22, Long Beach	78	6.4	19.2	74.4
CA23, Covina & West Covina	555	6.1	16.8	77.1
CA27, Riverside, San Bernardino, & Ontario	278	5.0	15.1	79.9
Black/African American
All	75	1.3	13.3	85.3
CA14, San Fernando Valley (West)	11	0.0	18.2	81.8
CA15, San Fernando Valley (East)	8	0.0	12.5	87.5
CA16, Glendale and Pasadena	8	0.0	0.0	100.0
CA17, West Los Angeles & West Beach	7	0.0	0.0	100.0
CA18, Hollywood & Wilshire	8	0.0	25.0	75.0
CA19, East Los Angeles	2	0.0	0.0	100.0
CA20, South Bay	8	0.0	25.0	75.0
CA21, South & South Central Los Angeles	2	0.0	0.0	100.0
CA22, Long Beach	3	0.0	66.7	33.3
CA23, Covina & West Covina	5	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	13	7.7	7.7	84.6
Hispanic/Latino
All	869	16.7	18.1	65.2
CA14, San Fernando Valley (West)	133	9.8	13.5	76.7
CA15, San Fernando Valley (East)	31	19.4	16.1	64.5
CA16, Glendale and Pasadena	131	6.9	11.5	81.7
CA17, West Los Angeles & West Beach	47	10.6	17.0	72.3
CA18, Hollywood & Wilshire	49	14.3	22.4	63.3
CA19, East Los Angeles	37	27.0	24.3	48.6
CA20, South Bay	99	8.1	13.1	78.8
CA21, South & South Central Los Angeles	56	41.1	25.0	33.9
CA22, Long Beach	38	18.4	21.1	60.5
CA23, Covina & West Covina	125	21.6	20.0	58.4
CA27, Riverside, San Bernardino, & Ontario	123	24.4	25.2	50.4
White
All	2,036	1.2	7.8	91.0
CA14, San Fernando Valley (West)	543	0.9	9.0	90.1
CA15, San Fernando Valley (East)	189	1.6	6.3	92.1
CA16, Glendale and Pasadena	323	0.9	7.7	91.3
CA17, West Los Angeles & West Beach	254	0.4	5.1	94.5
CA18, Hollywood & Wilshire	106	0.0	7.5	92.5
CA19, East Los Angeles	8	0.0	12.5	87.5
CA20, South Bay	285	2.1	3.5	94.4
CA21, South & South Central Los Angeles	6	0.0	33.3	66.7
CA22, Long Beach	50	0.0	8.0	92.0
CA23, Covina & West Covina	114	0.9	14.9	84.2
CA27, Riverside, San Bernardino, & Ontario	158	3.8	11.4	84.8
Two or More Races, Non-Hispanic
All	526	1.9	9.7	88.4
CA14, San Fernando Valley (West)	107	0.9	6.5	92.5
CA15, San Fernando Valley (East)	34	0.0	8.8	91.2
CA16, Glendale and Pasadena	105	0.0	5.7	94.3
CA17, West Los Angeles & West Beach	41	0.0	2.4	97.6
CA18, Hollywood & Wilshire	24	0.0	20.8	79.2
CA19, East Los Angeles	8	12.5	12.5	75.0
CA20, South Bay	106	0.9	7.5	91.5
CA21, South & South Central Los Angeles	2	50.0	50.0	0.0
CA22, Long Beach	17	5.9	17.6	76.5
CA23, Covina & West Covina	49	8.2	12.2	79.6
CA27, Riverside, San Bernardino, & Ontario	33	3.0	30.3	66.7
American Indian/Alaska Native
All	23	4.3	8.7	87.0
CA14, San Fernando Valley (West)	3	0.0	0.0	100.0
CA15, San Fernando Valley (East)	1	0.0	0.0	100.0
CA16, Glendale and Pasadena	7	14.3	14.3	71.4
CA17, West Los Angeles & West Beach	1	0.0	0.0	100.0
CA19, East Los Angeles	1	0.0	0.0	100.0
CA20, South Bay	1	0.0	0.0	100.0
CA22, Long Beach	1	0.0	0.0	100.0
CA23, Covina & West Covina	5	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	3	0.0	33.3	66.7
Native Hawaiian/Pacific Islander
All	10	0.0	10.0	90.0
CA14, San Fernando Valley (West)	3	0.0	0.0	100.0
CA15, San Fernando Valley (East)	2	0.0	0.0	100.0
CA16, Glendale and Pasadena	3	0.0	33.3	66.7
CA23, Covina & West Covina	1	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Los Angeles area

Fullscreen

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Miami area

Research question 1

Racial/ethnic composition of Miami area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Miami area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Miami area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	82.5	27.0	86.1	94.1	96.9	65.3	27.2	50.2	73.7	86.2	49.0	27.0	26.0	49.1	71.3
FL 6, Dade Co	48.2	30.8	20.1	46.9	78.4	22.3	20.2	7.0	14.5	32.8	15.0	15.5	3.8	8.9	22.4
FL 7, Collier, Hendry, & Monroe Co	75.2	28.8	69.4	86.2	96.7	71.8	25.4	62.2	78.4	90.6	64.1	27.6	46.1	73.4	85.3
% Black, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	11.8	25.6	0.2	0.7	4.5	16.7	24.2	2.0	6.2	17.5	20.1	23.0	3.3	11.7	27.8
FL 6, Dade Co	18.0	30.0	0.3	1.4	16.8	21.2	29.3	0.9	3.8	35.8	15.3	24.0	0.3	2.8	17.1
FL 7, Collier, Hendry, & Monroe Co	10.3	22.8	0.3	1.2	4.5	6.7	12.3	0.6	1.8	7.2	7.3	11.4	0.1	2.9	8.6
% Hispanic
FL 5, Broward, Martin, & Palm Beach Co	4.7	6.5	1.7	3.1	5.6	13.9	11.5	5.7	10.7	18.9	25.3	17.4	11.3	21.6	36.2
FL 6, Dade Co	32.6	27.7	10.1	21.0	55.4	53.4	29.1	26.0	54.5	82.8	66.8	25.3	47.1	72.6	89.5
FL 7, Collier, Hendry, & Monroe Co	11.9	12.9	1.6	6.5	19.6	18.4	16.9	5.3	14.8	24.9	25.5	21.7	9.1	19.1	37.7
% API, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	1.7	1.3	0.8	1.4	2.4	2.8	3.2	0.5	1.9	4.1
FL 6, Dade Co	NA	NA	NA	NA	NA	1.3	1.3	0.3	1.0	1.9	1.7	2.6	0.0	0.5	2.3
FL 7, Collier, Hendry, & Monroe Co	NA	NA	NA	NA	NA	0.7	0.5	0.4	0.6	0.9	1.4	2.1	0.0	0.6	1.9
% Native, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	0.2	0.3	0.1	0.1	0.2	0.1	0.5	0.0	0.0	0.0
FL 6, Dade Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.6	0.0	0.0	0.0
FL 7, Collier, Hendry, & Monroe Co	NA	NA	NA	NA	NA	1.0	7.7	0.1	0.2	0.3	0.4	3.6	0.0	0.0	0.0
% Two+, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	1.9	2.0	0.8	1.3	2.2	2.0	2.2	0.5	1.4	2.7
FL 6, Dade Co	NA	NA	NA	NA	NA	1.5	2.4	0.4	1.0	1.8	0.9	2.2	0.0	0.1	1.0
FL 7, Collier, Hendry, & Monroe Co	NA	NA	NA	NA	NA	1.4	2.3	0.6	0.9	1.5	1.1	1.5	0.0	0.5	1.6
Median income
FL 5, Broward, Martin, & Palm Beach Co	77.0	27.0	59.0	73.0	91.0	90.0	39.0	63.0	80.0	108.0	86.0	40.0	57.0	77.0	103.0
FL 6, Dade Co	74.0	35.0	51.0	69.0	91.0	75.0	43.0	48.0	65.0	92.0	77.0	40.0	48.0	68.0	94.0
FL 7, Collier, Hendry, & Monroe Co	71.0	37.0	51.0	65.0	76.0	90.0	35.0	68.0	84.0	99.0	88.0	36.0	63.0	82.0	108.0
Mean income
FL 5, Broward, Martin, & Palm Beach Co	100.0	49.0	72.0	87.0	112.0	120.0	62.0	80.0	103.0	141.0	115.0	62.0	74.0	101.0	141.0
FL 6, Dade Co	98.0	76.0	64.0	81.0	108.0	101.0	63.0	66.0	85.0	113.0	102.0	62.0	63.0	88.0	120.0
FL 7, Collier, Hendry, & Monroe Co	101.0	99.0	65.0	77.0	95.0	125.0	66.0	90.0	109.0	144.0	129.0	66.0	83.0	117.0	152.0
% in poverty
FL 5, Broward, Martin, & Palm Beach Co	10.2	9.5	4.5	6.9	12.4	10.4	8.2	4.8	7.8	13.3	12.0	8.3	5.9	10.2	15.6
FL 6, Dade Co	15.6	12.1	7.0	11.1	20.9	18.7	12.9	9.2	15.5	25.2	16.8	11.0	8.7	14.3	23.0
FL 7, Collier, Hendry, & Monroe Co	16.8	15.8	7.1	11.7	20.5	10.1	9.2	4.3	7.0	12.5	10.9	8.4	5.1	8.4	13.1
% with BA+
FL 5, Broward, Martin, & Palm Beach Co	16.5	9.4	9.2	14.6	22.2	25.3	13.9	14.0	23.4	35.6	34.9	16.5	22.3	33.4	47.2
FL 6, Dade Co	16.6	12.4	7.5	12.6	20.3	21.6	16.4	9.1	15.8	29.4	31.9	18.9	17.7	27.8	42.2
FL 7, Collier, Hendry, & Monroe Co	15.1	11.5	7.1	11.8	20.2	25.1	16.3	13.2	22.3	33.6	34.3	18.2	20.1	34.9	45.1

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Miami area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

New York City area

Research question 1

Racial/ethnic composition of New York City area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of New York City area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of New York City area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
NY14, Staten Island	82.6	19.9	80.5	90.7	94.9	67.7	24.3	53.3	75.8	87.5	57.3	26.2	37.2	63.8	78.3
NY15, Westchester Co	79.2	24.8	71.5	92.0	95.4	64.5	29.0	44.2	76.4	88.6	51.9	27.9	27.6	56.7	76.3
NY22, Southeast Brooklyn	67.4	35.6	33.3	88.8	95.5	41.9	36.1	4.9	30.8	81.6	34.9	33.2	4.2	18.2	66.8
NY23, West Brooklyn	75.3	27.0	64.2	89.5	95.2	58.3	25.6	41.6	63.6	78.3	50.5	24.9	33.3	50.6	69.9
NY24, Northeast Brooklyn	24.5	31.0	1.4	7.0	43.8	17.7	26.1	0.9	3.1	24.8	28.5	27.0	4.6	19.5	47.6
NY25, East Bronx	47.3	35.0	10.3	45.3	84.3	21.9	26.0	2.5	8.9	34.1	13.0	18.0	1.6	4.1	16.7
NY26, West Bronx	26.4	33.2	2.4	5.7	50.6	14.0	25.4	1.2	1.9	10.9	10.4	19.2	0.9	2.2	7.2
NY27, Manhattan	50.3	36.0	9.2	60.8	86.4	46.1	33.9	5.5	55.8	77.6	49.2	27.5	20.7	57.4	72.3
NY28, South Queens	49.1	39.3	6.8	49.8	89.6	24.0	28.2	1.6	10.8	38.8	18.1	23.3	1.6	6.7	26.9
NY29, Northwest Queens	66.0	27.7	47.9	74.0	89.6	41.3	27.3	16.0	38.8	63.6	33.4	24.5	8.8	34.2	53.7
NY30, Northeast Queens	69.0	29.5	50.4	83.4	91.7	39.0	26.1	14.4	39.7	61.5	25.1	21.1	6.9	20.3	40.9
% Black, non-Hispanic
NY14, Staten Island	8.3	13.8	0.3	1.7	9.2	10.4	14.7	0.4	2.4	17.2	11.3	16.0	0.6	3.2	17.2
NY15, Westchester Co	13.4	21.9	0.9	2.5	14.4	14.8	21.9	1.6	4.8	18.0	15.4	20.3	2.6	7.3	18.1
NY22, Southeast Brooklyn	23.5	32.5	0.2	1.8	49.4	41.5	37.7	1.1	45.9	81.8	43.8	37.2	2.3	53.5	80.2
NY23, West Brooklyn	5.7	13.6	0.1	0.4	3.3	6.3	13.0	0.3	0.8	5.2	5.3	10.5	0.4	1.5	5.6
NY24, Northeast Brooklyn	46.2	36.9	4.5	51.1	80.7	45.3	33.9	7.3	51.8	79.0	36.6	28.4	7.2	35.0	63.1
NY25, East Bronx	25.8	26.6	2.0	18.1	41.0	32.8	27.3	10.1	25.9	53.1	32.6	24.0	12.6	26.2	52.8
NY26, West Bronx	30.2	23.6	8.6	27.2	46.3	28.0	16.6	16.6	26.2	36.8	25.8	15.8	12.8	24.1	34.8
NY27, Manhattan	23.3	31.4	2.9	8.2	28.0	18.7	25.0	2.6	6.2	23.8	12.3	17.0	1.8	4.6	14.5
NY28, South Queens	38.1	40.8	0.2	13.1	85.9	40.8	38.7	3.8	19.0	87.1	36.3	34.5	4.0	20.2	72.5
NY29, Northwest Queens	7.3	19.7	0.1	0.5	2.5	6.3	14.0	0.7	1.3	2.9	5.1	10.8	0.4	1.5	4.2
NY30, Northeast Queens	14.6	25.8	0.2	2.0	14.0	15.6	24.8	0.9	3.3	18.6	14.0	23.0	0.5	3.3	15.6
% Hispanic
NY14, Staten Island	6.6	8.2	2.6	3.9	7.5	13.4	9.4	5.4	9.7	18.8	19.3	13.3	9.5	15.4	26.8
NY15, Westchester Co	5.4	6.6	1.7	2.6	5.5	14.0	14.6	4.0	8.4	17.0	23.9	19.2	8.6	17.4	34.7
NY22, Southeast Brooklyn	6.3	5.3	2.4	4.8	8.7	7.7	5.4	4.2	6.5	9.5	10.0	8.3	4.3	8.1	13.3
NY23, West Brooklyn	15.6	19.3	2.9	5.5	21.1	18.0	18.3	6.7	11.1	21.5	17.6	15.1	7.9	13.7	21.7
NY24, Northeast Brooklyn	27.1	24.0	7.5	18.8	42.8	30.0	24.1	10.1	22.9	46.5	25.0	20.2	9.2	17.2	35.8
NY25, East Bronx	25.1	22.6	8.1	17.1	39.4	38.1	21.7	18.4	36.9	56.2	45.5	19.7	29.2	47.6	62.5
NY26, West Bronx	41.1	25.1	19.7	41.4	58.4	53.1	21.8	45.4	59.5	67.9	59.6	20.4	49.0	64.9	73.9
NY27, Manhattan	21.0	22.8	4.4	9.2	32.8	23.7	24.0	5.7	13.8	31.4	22.6	21.1	7.2	15.0	30.9
NY28, South Queens	10.5	12.8	3.1	5.5	12.3	20.8	18.5	5.4	14.9	31.1	25.7	19.6	10.2	20.5	38.2
NY29, Northwest Queens	19.1	16.9	5.2	14.7	29.3	31.2	20.6	14.7	27.3	43.1	35.2	23.4	18.6	29.1	45.8
NY30, Northeast Queens	9.9	9.8	3.6	5.7	13.1	15.1	9.6	7.7	13.7	20.2	16.9	10.0	10.4	15.3	22.4
% API, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	6.2	7.5	2.9	4.5	7.5	9.8	8.0	3.6	8.2	15.0
NY15, Westchester Co	NA	NA	NA	NA	NA	4.3	3.4	2.2	3.6	5.3	5.9	5.3	2.3	4.9	7.9
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	5.9	7.6	1.0	3.1	6.6	7.9	10.3	1.0	3.6	11.1
NY23, West Brooklyn	NA	NA	NA	NA	NA	13.5	12.4	4.3	9.1	21.0	23.1	20.1	7.4	17.1	36.6
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	3.2	4.4	0.4	1.2	4.3	6.2	9.4	1.2	3.4	7.5
NY25, East Bronx	NA	NA	NA	NA	NA	3.7	4.0	0.8	2.3	5.3	5.8	7.3	0.8	2.8	7.7
NY26, West Bronx	NA	NA	NA	NA	NA	2.3	2.8	0.3	0.9	3.9	2.3	3.1	0.1	1.0	3.3
NY27, Manhattan	NA	NA	NA	NA	NA	8.9	13.0	1.6	5.4	10.3	12.6	12.1	4.1	9.6	16.5
NY28, South Queens	NA	NA	NA	NA	NA	7.4	8.6	0.7	3.1	12.2	13.2	14.8	1.9	6.9	19.7
NY29, Northwest Queens	NA	NA	NA	NA	NA	16.9	13.8	6.2	14.0	23.8	23.4	18.5	9.5	19.3	33.1
NY30, Northeast Queens	NA	NA	NA	NA	NA	25.2	16.0	14.9	23.1	34.4	39.5	21.8	24.1	40.0	55.2
% Native, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	0.1	0.2	0.0	0.1	0.2	0.1	0.3	0.0	0.0	0.0
NY15, Westchester Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.2	0.7	0.0	0.0	0.0
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	0.1	0.2	0.0	0.1	0.2	0.1	0.5	0.0	0.0	0.0
NY23, West Brooklyn	NA	NA	NA	NA	NA	0.1	0.2	0.0	0.1	0.2	0.1	0.3	0.0	0.0	0.0
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.2	0.3	0.1	0.4	0.0	0.0	0.0
NY25, East Bronx	NA	NA	NA	NA	NA	0.2	0.3	0.1	0.2	0.3	0.3	1.6	0.0	0.0	0.0
NY26, West Bronx	NA	NA	NA	NA	NA	0.3	0.3	0.1	0.2	0.4	0.2	1.5	0.0	0.0	0.0
NY27, Manhattan	NA	NA	NA	NA	NA	0.2	0.3	0.0	0.1	0.2	0.1	0.5	0.0	0.0	0.0
NY28, South Queens	NA	NA	NA	NA	NA	0.5	1.1	0.1	0.2	0.5	0.4	2.0	0.0	0.0	0.0
NY29, Northwest Queens	NA	NA	NA	NA	NA	0.2	0.2	0.0	0.1	0.3	0.1	0.5	0.0	0.0	0.0
NY30, Northeast Queens	NA	NA	NA	NA	NA	0.3	1.3	0.0	0.1	0.3	0.4	1.2	0.0	0.0	0.0
% Two+, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	1.9	1.3	0.8	1.7	2.7	2.0	2.8	0.0	1.2	2.8
NY15, Westchester Co	NA	NA	NA	NA	NA	1.9	1.3	1.0	1.5	2.4	2.1	2.2	0.6	1.5	2.9
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	2.5	1.6	1.4	2.3	3.2	2.7	2.9	0.7	1.9	3.7
NY23, West Brooklyn	NA	NA	NA	NA	NA	3.3	2.0	2.0	2.8	4.2	2.8	3.0	0.6	1.9	4.1
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	2.6	1.8	1.6	2.3	3.2	3.1	3.1	0.9	2.4	4.2
NY25, East Bronx	NA	NA	NA	NA	NA	2.5	1.7	1.4	2.3	3.5	1.6	2.1	0.2	1.0	2.2
NY26, West Bronx	NA	NA	NA	NA	NA	1.8	1.5	0.9	1.5	2.2	1.2	1.5	0.0	0.7	1.6
NY27, Manhattan	NA	NA	NA	NA	NA	2.0	1.0	1.3	1.9	2.5	2.7	2.2	1.1	2.2	3.8
NY28, South Queens	NA	NA	NA	NA	NA	4.8	4.7	2.0	3.0	5.9	2.9	3.0	0.7	1.9	4.1
NY29, Northwest Queens	NA	NA	NA	NA	NA	3.5	2.4	1.6	2.8	4.8	2.2	2.4	0.2	1.5	3.4
NY30, Northeast Queens	NA	NA	NA	NA	NA	3.7	2.8	1.9	2.9	4.3	2.5	2.9	0.5	1.6	3.4
Median income
NY14, Staten Island	87.0	24.0	73.0	90.0	104.0	99.0	32.0	79.0	104.0	120.0	104.0	32.0	88.0	106.0	127.0
NY15, Westchester Co	113.0	55.0	76.0	101.0	139.0	140.0	79.0	88.0	120.0	174.0	140.0	72.0	92.0	124.0	176.0
NY22, Southeast Brooklyn	72.0	21.0	55.0	72.0	88.0	77.0	28.0	58.0	78.0	95.0	85.0	28.0	68.0	82.0	100.0
NY23, West Brooklyn	59.0	18.0	48.0	59.0	68.0	71.0	29.0	54.0	66.0	83.0	92.0	45.0	63.0	78.0	114.0
NY24, Northeast Brooklyn	43.0	17.0	31.0	39.0	50.0	56.0	28.0	39.0	53.0	67.0	85.0	49.0	51.0	75.0	105.0
NY25, East Bronx	63.0	24.0	49.0	62.0	76.0	64.0	31.0	46.0	62.0	82.0	66.0	30.0	45.0	62.0	81.0
NY26, West Bronx	45.0	31.0	28.0	33.0	52.0	48.0	33.0	30.0	40.0	57.0	50.0	27.0	33.0	43.0	55.0
NY27, Manhattan	61.0	34.0	35.0	52.0	78.0	94.0	62.0	45.0	87.0	132.0	127.0	68.0	69.0	122.0	176.0
NY28, South Queens	75.0	23.0	61.0	75.0	88.0	83.0	29.0	66.0	85.0	99.0	97.0	27.0	81.0	95.0	110.0
NY29, Northwest Queens	69.0	19.0	57.0	68.0	80.0	77.0	31.0	66.0	75.0	87.0	92.0	31.0	72.0	88.0	109.0
NY30, Northeast Queens	92.0	33.0	76.0	90.0	105.0	96.0	36.0	77.0	98.0	113.0	95.0	32.0	73.0	94.0	113.0
Mean income
NY14, Staten Island	101.0	38.0	84.0	99.0	112.0	124.0	35.0	106.0	123.0	142.0	129.0	35.0	111.0	132.0	145.0
NY15, Westchester Co	156.0	127.0	87.0	114.0	180.0	196.0	130.0	114.0	154.0	243.0	194.0	121.0	112.0	160.0	228.0
NY22, Southeast Brooklyn	85.0	26.0	68.0	83.0	97.0	100.0	30.0	80.0	97.0	114.0	111.0	34.0	92.0	108.0	124.0
NY23, West Brooklyn	74.0	30.0	61.0	71.0	79.0	98.0	36.0	77.0	89.0	110.0	127.0	59.0	90.0	111.0	148.0
NY24, Northeast Brooklyn	55.0	22.0	42.0	50.0	61.0	79.0	39.0	56.0	71.0	89.0	117.0	64.0	75.0	101.0	140.0
NY25, East Bronx	73.0	24.0	60.0	73.0	86.0	84.0	33.0	63.0	79.0	102.0	86.0	33.0	65.0	81.0	103.0
NY26, West Bronx	60.0	62.0	38.0	45.0	64.0	69.0	42.0	50.0	58.0	74.0	69.0	34.0	50.0	59.0	76.0
NY27, Manhattan	92.0	73.0	47.0	68.0	109.0	156.0	119.0	66.0	130.0	212.0	203.0	120.0	105.0	180.0	279.0
NY28, South Queens	86.0	27.0	73.0	83.0	96.0	104.0	30.0	86.0	101.0	119.0	118.0	30.0	102.0	115.0	131.0
NY29, Northwest Queens	81.0	28.0	67.0	77.0	91.0	99.0	31.0	84.0	93.0	106.0	117.0	38.0	94.0	108.0	134.0
NY30, Northeast Queens	Inf	NA	86.0	99.0	117.0	120.0	41.0	101.0	116.0	130.0	122.0	48.0	97.0	116.0	140.0
% in poverty
NY14, Staten Island	9.7	9.2	4.0	6.1	10.7	11.2	10.1	4.9	7.9	14.3	12.5	11.2	5.4	9.5	14.6
NY15, Westchester Co	7.3	7.2	2.8	4.4	9.3	8.4	8.7	2.6	5.2	11.0	9.4	9.5	3.5	6.4	11.4
NY22, Southeast Brooklyn	13.1	10.0	6.4	9.9	18.0	17.2	9.1	10.4	15.1	23.6	14.2	9.6	8.1	12.6	19.1
NY23, West Brooklyn	18.1	11.8	10.2	15.0	24.1	20.3	10.1	13.6	19.7	26.1	17.5	11.6	10.1	15.2	23.2
NY24, Northeast Brooklyn	34.4	14.6	23.5	35.1	45.0	29.3	13.8	19.3	28.3	38.3	21.3	12.6	11.4	19.3	27.9
NY25, East Bronx	16.7	12.9	7.6	13.0	19.7	22.8	15.5	11.1	19.1	31.1	21.8	12.6	11.8	20.5	28.8
NY26, West Bronx	35.1	19.1	20.4	39.9	48.2	34.8	16.3	23.9	38.4	45.5	30.7	13.5	24.2	31.1	39.9
NY27, Manhattan	23.8	15.7	10.3	20.4	34.7	19.5	14.7	6.9	14.3	30.5	14.9	11.8	5.8	10.7	21.2
NY28, South Queens	14.2	11.6	6.3	11.2	18.4	15.1	10.3	8.1	12.8	19.0	11.7	7.2	6.4	10.4	15.0
NY29, Northwest Queens	12.4	9.0	6.2	10.3	15.8	15.4	8.6	10.0	14.4	19.1	11.7	9.0	6.6	10.4	14.8
NY30, Northeast Queens	8.7	10.1	3.6	6.0	10.5	11.2	10.7	5.6	8.5	14.2	12.1	10.5	5.9	9.9	14.9
% with BA+
NY14, Staten Island	14.9	10.2	8.2	13.2	19.2	23.6	9.5	17.7	22.9	27.4	35.0	11.2	28.3	35.4	40.9
NY15, Westchester Co	27.0	17.2	13.1	23.4	39.9	40.4	20.6	24.3	37.2	58.8	48.5	21.3	32.1	46.4	66.6
NY22, Southeast Brooklyn	15.1	8.2	10.0	13.7	18.1	24.3	11.5	16.5	22.3	31.5	36.3	13.1	27.3	35.2	44.7
NY23, West Brooklyn	12.4	10.7	5.6	10.0	16.0	26.7	15.6	15.8	22.7	34.5	41.5	20.6	25.5	36.3	55.2
NY24, Northeast Brooklyn	7.8	11.3	2.4	4.4	7.9	17.0	17.1	6.6	10.6	18.7	38.0	24.0	17.2	33.2	54.6
NY25, East Bronx	8.2	6.1	4.2	7.8	10.7	15.7	9.2	9.3	15.4	20.3	22.8	10.6	15.8	21.7	28.3
NY26, West Bronx	8.6	11.3	2.3	4.7	10.6	12.9	12.8	5.7	8.4	14.9	19.5	14.5	10.3	15.0	22.0
NY27, Manhattan	30.4	23.1	7.1	30.8	50.8	46.4	28.8	16.0	54.2	73.2	63.6	24.8	43.6	73.6	84.2
NY28, South Queens	10.6	9.0	5.0	8.0	13.0	17.9	11.2	11.0	15.0	21.1	27.9	11.8	20.0	26.0	33.4
NY29, Northwest Queens	13.5	10.0	6.9	10.4	17.8	24.4	13.9	14.9	22.1	30.2	37.4	20.4	22.2	35.6	51.9
NY30, Northeast Queens	20.8	12.0	13.1	18.3	25.4	30.4	13.7	21.8	28.6	37.4	35.5	14.2	25.4	33.7	44.9

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of New York City area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Northern New Jersey area

Research question 1

Racial/ethnic composition of Northern New Jersey area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Northern New Jersey area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Northern New Jersey area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
NJ 4, Middlesex Co	83.9	19.6	84.9	90.9	95.7	63.1	22.9	49.0	69.2	80.4	43.7	21.4	25.8	43.4	60.9
NJ 6, Somerset & Mercer Co	84.3	23.0	84.3	94.6	97.4	69.6	26.0	58.4	78.8	89.6	54.7	26.0	33.8	58.5	77.0
NJ 7, Union Co	75.6	28.3	63.3	90.9	96.3	56.7	31.2	28.1	66.5	85.1	41.1	28.5	13.9	35.3	69.1
NJ 8, Essex & Southern Passaic Co	56.5	38.3	13.0	68.7	94.5	40.9	35.4	4.2	36.8	78.4	32.5	30.3	3.1	23.3	62.5
NJ 9, Hudson Co	57.5	29.4	34.7	61.4	85.0	38.4	25.1	18.3	32.1	60.7	30.4	18.9	15.7	27.4	42.9
NJ10, Bergen Co	88.6	16.0	90.0	93.7	96.1	70.5	21.2	62.0	76.5	87.3	52.8	22.3	35.0	54.8	70.4
NJ11, Morris & Northern Passaic Co	93.3	9.6	93.9	95.9	97.2	84.2	14.8	81.8	89.1	92.4	74.0	15.8	66.8	77.9	85.0
% Black, non-Hispanic
NJ 4, Middlesex Co	8.2	14.7	0.6	2.9	7.5	9.9	12.6	3.0	5.6	11.6	10.0	9.6	3.0	6.8	13.3
NJ 6, Somerset & Mercer Co	11.2	20.9	0.4	2.4	9.8	14.0	21.6	1.5	4.9	14.1	14.3	20.2	2.1	5.3	17.5
NJ 7, Union Co	15.5	24.3	0.4	3.3	17.0	20.3	25.4	1.9	8.5	31.4	18.5	19.6	3.2	11.3	29.5
NJ 8, Essex & Southern Passaic Co	30.5	36.5	0.7	8.1	63.0	33.5	36.1	1.7	14.2	75.1	29.5	32.7	2.8	13.0	57.7
NJ 9, Hudson Co	12.4	24.8	0.4	1.2	8.8	12.9	21.3	1.2	3.1	13.8	10.0	15.1	1.6	3.9	11.0
NJ10, Bergen Co	4.2	11.5	0.2	0.6	1.7	5.2	11.0	0.7	1.4	3.7	6.3	9.3	1.1	2.6	7.2
NJ11, Morris & Northern Passaic Co	2.6	7.8	0.3	0.7	1.6	2.5	5.1	0.7	1.2	2.3	2.6	3.2	0.4	1.5	3.4
% Hispanic
NJ 4, Middlesex Co	5.7	10.7	1.7	2.4	3.6	12.9	16.5	4.7	7.1	11.9	20.6	19.6	7.6	14.2	26.7
NJ 6, Somerset & Mercer Co	2.8	4.5	0.9	1.4	2.6	8.6	10.4	2.7	4.2	8.7	14.5	15.1	5.2	9.2	16.1
NJ 7, Union Co	7.3	11.2	1.4	2.4	6.7	16.1	17.5	3.7	9.0	20.3	29.1	23.4	9.6	21.3	45.9
NJ 8, Essex & Southern Passaic Co	11.1	15.8	1.6	3.0	12.6	19.1	21.1	4.4	9.0	27.9	30.0	25.4	9.6	19.9	49.3
NJ 9, Hudson Co	26.8	24.0	6.8	19.7	42.7	36.6	24.4	16.7	29.7	50.8	40.9	24.2	22.0	34.9	60.8
NJ10, Bergen Co	4.7	7.1	1.7	2.7	4.6	12.8	13.7	4.3	8.2	15.2	23.9	18.3	10.4	18.4	32.0
NJ11, Morris & Northern Passaic Co	2.3	4.1	1.0	1.4	2.1	6.7	10.0	2.7	3.9	6.1	11.8	11.3	6.0	8.9	13.3
% API, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	12.2	11.3	3.8	8.8	17.9	23.0	19.8	6.7	16.8	34.3
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	6.2	7.3	1.3	3.4	7.7	14.1	15.1	2.3	8.1	22.0
NJ 7, Union Co	NA	NA	NA	NA	NA	4.8	5.2	1.8	3.5	5.7	7.8	10.6	1.6	4.7	10.1
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	3.8	4.2	0.5	2.3	5.4	5.3	7.2	0.5	2.7	7.1
NJ 9, Hudson Co	NA	NA	NA	NA	NA	8.8	9.6	2.7	5.2	11.3	15.7	16.4	3.7	9.6	22.3
NJ10, Bergen Co	NA	NA	NA	NA	NA	9.5	8.5	4.2	6.8	11.5	14.5	12.9	5.3	10.2	20.6
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	5.3	5.2	2.0	3.6	6.2	9.3	10.4	2.7	6.1	11.6
% Native, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.1	0.4	0.0	0.0	0.0
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.6	0.0	0.0	0.0
NJ 7, Union Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.1	0.4	0.0	0.0	0.0
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.1	0.6	0.0	0.0	0.0
NJ 9, Hudson Co	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.1	0.2	0.1	0.5	0.0	0.0	0.0
NJ10, Bergen Co	NA	NA	NA	NA	NA	0.2	0.9	0.0	0.1	0.1	0.1	0.4	0.0	0.0	0.1
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	0.1	0.2	0.0	0.1	0.1	0.1	0.5	0.0	0.0	0.0
% Two+, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	1.6	0.8	1.1	1.5	2.0	2.1	1.9	0.8	1.6	3.0
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	1.3	0.7	0.8	1.2	1.7	2.1	1.8	0.7	1.6	2.8
NJ 7, Union Co	NA	NA	NA	NA	NA	1.7	1.2	0.9	1.5	2.2	1.9	1.8	0.4	1.4	2.5
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	2.2	1.6	1.1	1.7	2.8	1.7	2.0	0.2	1.1	2.6
NJ 9, Hudson Co	NA	NA	NA	NA	NA	2.6	1.7	1.3	2.1	3.5	2.2	2.1	0.6	1.6	3.4
NJ10, Bergen Co	NA	NA	NA	NA	NA	1.6	1.5	0.8	1.3	1.8	2.0	1.8	0.7	1.5	2.7
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	1.0	0.6	0.7	0.9	1.2	2.0	1.9	0.8	1.5	2.6
Median income
NJ 4, Middlesex Co	101.0	26.0	85.0	102.0	114.0	124.0	40.0	95.0	118.0	146.0	123.0	45.0	94.0	113.0	152.0
NJ 6, Somerset & Mercer Co	104.0	35.0	80.0	106.0	129.0	135.0	56.0	91.0	133.0	171.0	138.0	62.0	91.0	135.0	181.0
NJ 7, Union Co	101.0	37.0	76.0	94.0	120.0	121.0	56.0	81.0	113.0	152.0	123.0	62.0	72.0	107.0	159.0
NJ 8, Essex & Southern Passaic Co	76.0	40.0	48.0	69.0	94.0	95.0	57.0	58.0	80.0	116.0	96.0	61.0	51.0	74.0	124.0
NJ 9, Hudson Co	63.0	17.0	50.0	62.0	75.0	78.0	27.0	59.0	74.0	89.0	99.0	52.0	65.0	82.0	119.0
NJ10, Bergen Co	108.0	34.0	84.0	102.0	132.0	132.0	48.0	95.0	123.0	158.0	131.0	51.0	91.0	123.0	163.0
NJ11, Morris & Northern Passaic Co	123.0	31.0	100.0	118.0	142.0	155.0	44.0	126.0	149.0	180.0	154.0	47.0	117.0	148.0	183.0
Mean income
NJ 4, Middlesex Co	113.0	33.0	93.0	110.0	122.0	147.0	49.0	114.0	136.0	169.0	147.0	54.0	112.0	137.0	173.0
NJ 6, Somerset & Mercer Co	124.0	54.0	88.0	114.0	146.0	170.0	77.0	111.0	150.0	213.0	176.0	82.0	109.0	165.0	227.0
NJ 7, Union Co	122.0	61.0	86.0	104.0	135.0	153.0	86.0	99.0	129.0	184.0	158.0	88.0	94.0	126.0	207.0
NJ 8, Essex & Southern Passaic Co	94.0	62.0	61.0	78.0	106.0	123.0	81.0	75.0	99.0	140.0	124.0	82.0	69.0	95.0	158.0
NJ 9, Hudson Co	74.0	17.0	61.0	72.0	85.0	102.0	34.0	81.0	94.0	114.0	125.0	62.0	86.0	105.0	147.0
NJ10, Bergen Co	132.0	64.0	93.0	114.0	154.0	168.0	77.0	115.0	141.0	193.0	169.0	69.0	117.0	151.0	206.0
NJ11, Morris & Northern Passaic Co	149.0	58.0	110.0	136.0	171.0	197.0	77.0	142.0	180.0	227.0	193.0	71.0	142.0	182.0	224.0
% in poverty
NJ 4, Middlesex Co	6.6	6.7	2.6	4.4	6.9	6.0	5.9	2.6	4.1	7.2	8.1	8.6	3.0	5.6	9.4
NJ 6, Somerset & Mercer Co	6.8	8.0	2.7	4.1	7.0	6.9	8.4	2.1	3.9	7.7	8.6	10.2	2.6	5.0	9.4
NJ 7, Union Co	7.8	9.3	2.3	4.7	10.1	8.1	8.6	2.6	4.7	10.4	8.8	8.5	3.2	6.7	10.6
NJ 8, Essex & Southern Passaic Co	17.5	16.4	3.7	11.6	28.4	15.5	13.3	4.5	11.6	24.2	15.9	13.0	4.8	12.5	24.0
NJ 9, Hudson Co	17.6	10.6	9.9	15.9	23.0	15.5	8.3	9.4	14.3	21.0	14.7	9.8	8.0	12.1	20.0
NJ10, Bergen Co	4.9	4.7	2.3	3.7	5.6	5.6	4.6	2.7	4.4	7.6	8.2	6.9	3.4	6.2	10.6
NJ11, Morris & Northern Passaic Co	3.7	2.9	2.0	3.1	4.6	3.4	2.2	2.0	3.0	4.1	5.0	4.6	2.1	3.8	6.5
% with BA+
NJ 4, Middlesex Co	18.8	11.9	10.1	15.9	26.1	34.0	17.7	19.6	31.0	48.6	45.3	19.1	31.4	42.4	59.9
NJ 6, Somerset & Mercer Co	24.5	15.9	11.6	22.7	36.5	39.0	21.2	20.1	39.7	56.8	50.1	22.7	30.9	54.7	69.0
NJ 7, Union Co	19.1	14.4	8.7	14.0	27.8	30.0	20.4	13.8	24.3	45.6	39.0	23.7	19.3	33.6	60.0
NJ 8, Essex & Southern Passaic Co	14.6	13.6	4.8	10.4	18.6	23.4	19.5	8.3	16.9	34.2	32.3	22.7	14.5	24.5	48.4
NJ 9, Hudson Co	10.2	6.1	6.3	9.2	12.6	25.2	17.0	14.1	20.6	29.4	42.8	22.5	25.0	36.9	55.1
NJ10, Bergen Co	22.7	12.5	12.4	20.7	30.5	36.5	16.1	24.2	36.5	47.3	49.1	17.9	36.6	48.7	61.5
NJ11, Morris & Northern Passaic Co	28.9	12.1	18.9	30.0	36.4	42.9	16.2	30.3	43.4	55.1	54.3	15.7	42.6	54.9	65.4

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Northern New Jersey area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for race. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for race. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Northern New Jersey area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 448922, PSAT score 1070 - 1180
Count of purchased students
NJ 4, Middlesex Co	1,037	973	318	373	45	188	40	8	1
NJ 6, Somerset & Mercer Co	1,214	1,179	699	163	72	184	56	3	2
NJ 7, Union Co	1,022	990	493	90	90	267	47	1	2
NJ 8, Essex & Southern Passaic Co	1,463	1,419	696	141	149	374	55	3	1
NJ 9, Hudson Co	599	578	163	107	30	252	21	1	4
NJ10, Bergen Co	1,815	1,705	1,006	254	41	354	47	1	2
NJ11, Morris & Northern Passaic Co	1,244	1,199	863	92	17	183	36	5	3
All	8,394	8,043	4,238	1,220	444	1,802	302	22	15
Purchased students by geomarket
NJ 4, Middlesex Co	1,037	100	32.7	38.3	4.6	19.3	4.1	0.8	0.1
NJ 6, Somerset & Mercer Co	1,214	100	59.3	13.8	6.1	15.6	4.7	0.3	0.2
NJ 7, Union Co	1,022	100	49.8	9.1	9.1	27.0	4.7	0.1	0.2
NJ 8, Essex & Southern Passaic Co	1,463	100	49.0	9.9	10.5	26.4	3.9	0.2	0.1
NJ 9, Hudson Co	599	100	28.2	18.5	5.2	43.6	3.6	0.2	0.7
NJ10, Bergen Co	1,815	100	59.0	14.9	2.4	20.8	2.8	0.1	0.1
NJ11, Morris & Northern Passaic Co	1,244	100	72.0	7.7	1.4	15.3	3.0	0.4	0.3
All	8,394	100	52.7	15.2	5.5	22.4	3.8	0.3	0.2
Purchased students by racial/ethnic group
NJ 4, Middlesex Co	1,037	12.1	7.5	30.6	10.1	10.4	13.2	36.4	6.7
NJ 6, Somerset & Mercer Co	1,214	14.7	16.5	13.4	16.2	10.2	18.5	13.6	13.3
NJ 7, Union Co	1,022	12.3	11.6	7.4	20.3	14.8	15.6	4.5	13.3
NJ 8, Essex & Southern Passaic Co	1,463	17.6	16.4	11.6	33.6	20.8	18.2	13.6	6.7
NJ 9, Hudson Co	599	7.2	3.8	8.8	6.8	14.0	7.0	4.5	26.7
NJ10, Bergen Co	1,815	21.2	23.7	20.8	9.2	19.6	15.6	4.5	13.3
NJ11, Morris & Northern Passaic Co	1,244	14.9	20.4	7.5	3.8	10.2	11.9	22.7	20.0
All	8,394	100	100	100	100	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NJ 4, Middlesex Co	513	488	127	266	11	61	16	7	0
NJ 6, Somerset & Mercer Co	667	642	372	151	18	68	32	1	0
NJ 7, Union Co	454	445	260	45	32	88	18	1	1
NJ 8, Essex & Southern Passaic Co	606	586	340	51	47	108	39	0	1
NJ 9, Hudson Co	189	185	58	41	6	71	7	0	2
NJ10, Bergen Co	847	823	476	169	14	130	32	1	1
NJ11, Morris & Northern Passaic Co	662	637	439	80	12	76	29	1	0
All	3,938	3,806	2,072	803	140	602	173	11	5
Purchased students by geomarket
NJ 4, Middlesex Co	513	100	26.0	54.5	2.3	12.5	3.3	1.4	0.0
NJ 6, Somerset & Mercer Co	667	100	57.9	23.5	2.8	10.6	5.0	0.2	0.0
NJ 7, Union Co	454	100	58.4	10.1	7.2	19.8	4.0	0.2	0.2
NJ 8, Essex & Southern Passaic Co	606	100	58.0	8.7	8.0	18.4	6.7	0.0	0.2
NJ 9, Hudson Co	189	100	31.4	22.2	3.2	38.4	3.8	0.0	1.1
NJ10, Bergen Co	847	100	57.8	20.5	1.7	15.8	3.9	0.1	0.1
NJ11, Morris & Northern Passaic Co	662	100	68.9	12.6	1.9	11.9	4.6	0.2	0.0
All	3,938	100	54.4	21.1	3.7	15.8	4.5	0.3	0.1
Purchased students by racial/ethnic group
NJ 4, Middlesex Co	513	12.8	6.1	33.1	7.9	10.1	9.2	63.6	0.0
NJ 6, Somerset & Mercer Co	667	16.9	18.0	18.8	12.9	11.3	18.5	9.1	0.0
NJ 7, Union Co	454	11.7	12.5	5.6	22.9	14.6	10.4	9.1	20.0
NJ 8, Essex & Southern Passaic Co	606	15.4	16.4	6.4	33.6	17.9	22.5	0.0	20.0
NJ 9, Hudson Co	189	4.9	2.8	5.1	4.3	11.8	4.0	0.0	40.0
NJ10, Bergen Co	847	21.6	23.0	21.0	10.0	21.6	18.5	9.1	20.0
NJ11, Morris & Northern Passaic Co	662	16.7	21.2	10.0	8.6	12.6	16.8	9.1	0.0
All	3,938	100	100	100	100	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NJ 4, Middlesex Co	1,084	1,022	170	745	11	59	31	6	0
NJ 6, Somerset & Mercer Co	1,349	1,316	506	658	35	63	53	1	0
NJ 7, Union Co	664	646	357	143	23	81	41	1	0
NJ 8, Essex & Southern Passaic Co	847	807	442	188	34	94	47	1	1
NJ 9, Hudson Co	190	186	60	67	9	44	5	0	1
NJ10, Bergen Co	1,207	1,149	557	427	13	102	50	0	0
NJ11, Morris & Northern Passaic Co	871	842	526	222	10	49	32	3	0
All	6,212	5,968	2,618	2,450	135	492	259	12	2
Purchased students by geomarket
NJ 4, Middlesex Co	1,084	100	16.6	72.9	1.1	5.8	3.0	0.6	0.0
NJ 6, Somerset & Mercer Co	1,349	100	38.4	50.0	2.7	4.8	4.0	0.1	0.0
NJ 7, Union Co	664	100	55.3	22.1	3.6	12.5	6.3	0.2	0.0
NJ 8, Essex & Southern Passaic Co	847	100	54.8	23.3	4.2	11.6	5.8	0.1	0.1
NJ 9, Hudson Co	190	100	32.3	36.0	4.8	23.7	2.7	0.0	0.5
NJ10, Bergen Co	1,207	100	48.5	37.2	1.1	8.9	4.4	0.0	0.0
NJ11, Morris & Northern Passaic Co	871	100	62.5	26.4	1.2	5.8	3.8	0.4	0.0
All	6,212	100	43.9	41.1	2.3	8.2	4.3	0.2	0.0
Purchased students by racial/ethnic group
NJ 4, Middlesex Co	1,084	17.1	6.5	30.4	8.1	12.0	12.0	50.0	0.0
NJ 6, Somerset & Mercer Co	1,349	22.1	19.3	26.9	25.9	12.8	20.5	8.3	0.0
NJ 7, Union Co	664	10.8	13.6	5.8	17.0	16.5	15.8	8.3	0.0
NJ 8, Essex & Southern Passaic Co	847	13.5	16.9	7.7	25.2	19.1	18.1	8.3	50.0
NJ 9, Hudson Co	190	3.1	2.3	2.7	6.7	8.9	1.9	0.0	50.0
NJ10, Bergen Co	1,207	19.3	21.3	17.4	9.6	20.7	19.3	0.0	0.0
NJ11, Morris & Northern Passaic Co	871	14.1	20.1	9.1	7.4	10.0	12.4	25.0	0.0
All	6,212	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Northern New Jersey area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Northern New Jersey area

	All	First-gen known	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
Count of purchased students
NJ 4, Middlesex Co	1,037	981	123	201	657
NJ 6, Somerset & Mercer Co	1,214	1,196	67	158	971
NJ 7, Union Co	1,022	957	105	169	683
NJ 8, Essex & Southern Passaic Co	1,463	1,435	179	289	967
NJ 9, Hudson Co	599	581	100	168	313
NJ10, Bergen Co	1,815	1,728	138	347	1,243
NJ11, Morris & Northern Passaic Co	1,244	1,212	72	182	958
All	8,394	8,090	784	1,514	5,793
Purchased students by geomarket
NJ 4, Middlesex Co	1,037	100	12.5	20.5	67.0
NJ 6, Somerset & Mercer Co	1,214	100	5.6	13.2	81.2
NJ 7, Union Co	1,022	100	11.0	17.7	71.4
NJ 8, Essex & Southern Passaic Co	1,463	100	12.5	20.1	67.4
NJ 9, Hudson Co	599	100	17.2	28.9	53.9
NJ10, Bergen Co	1,815	100	8.0	20.1	71.9
NJ11, Morris & Northern Passaic Co	1,244	100	5.9	15.0	79.0
All	8,394	100	9.7	18.7	71.6
Purchased students by first-generation status
NJ 4, Middlesex Co	1,037	12.1	15.7	13.3	11.3
NJ 6, Somerset & Mercer Co	1,214	14.8	8.5	10.4	16.8
NJ 7, Union Co	1,022	11.8	13.4	11.2	11.8
NJ 8, Essex & Southern Passaic Co	1,463	17.7	22.8	19.1	16.7
NJ 9, Hudson Co	599	7.2	12.8	11.1	5.4
NJ10, Bergen Co	1,815	21.4	17.6	22.9	21.5
NJ11, Morris & Northern Passaic Co	1,244	15.0	9.2	12.0	16.5
All	8,394	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NJ 4, Middlesex Co	513	504	39	60	405
NJ 6, Somerset & Mercer Co	667	660	25	61	574
NJ 7, Union Co	454	426	27	52	347
NJ 8, Essex & Southern Passaic Co	606	596	45	71	480
NJ 9, Hudson Co	189	187	34	38	115
NJ10, Bergen Co	847	822	45	128	649
NJ11, Morris & Northern Passaic Co	662	652	28	84	540
All	3,938	3,847	243	494	3,111
Purchased students by geomarket
NJ 4, Middlesex Co	513	100	7.7	11.9	80.4
NJ 6, Somerset & Mercer Co	667	100	3.8	9.2	87.0
NJ 7, Union Co	454	100	6.3	12.2	81.5
NJ 8, Essex & Southern Passaic Co	606	100	7.6	11.9	80.5
NJ 9, Hudson Co	189	100	18.2	20.3	61.5
NJ10, Bergen Co	847	100	5.5	15.6	79.0
NJ11, Morris & Northern Passaic Co	662	100	4.3	12.9	82.8
All	3,938	100	6.3	12.8	80.9
Purchased students by first-generation status
NJ 4, Middlesex Co	513	13.1	16.0	12.1	13.0
NJ 6, Somerset & Mercer Co	667	17.2	10.3	12.3	18.5
NJ 7, Union Co	454	11.1	11.1	10.5	11.2
NJ 8, Essex & Southern Passaic Co	606	15.5	18.5	14.4	15.4
NJ 9, Hudson Co	189	4.9	14.0	7.7	3.7
NJ10, Bergen Co	847	21.4	18.5	25.9	20.9
NJ11, Morris & Northern Passaic Co	662	16.9	11.5	17.0	17.4
All	3,938	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NJ 4, Middlesex Co	1,084	1,066	36	62	968
NJ 6, Somerset & Mercer Co	1,349	1,342	15	59	1,268
NJ 7, Union Co	664	629	21	48	560
NJ 8, Essex & Southern Passaic Co	847	841	33	65	743
NJ 9, Hudson Co	190	188	20	26	142
NJ10, Bergen Co	1,207	1,178	30	117	1,031
NJ11, Morris & Northern Passaic Co	871	868	22	52	794
All	6,212	6,112	177	429	5,507
Purchased students by geomarket
NJ 4, Middlesex Co	1,084	100	3.4	5.8	90.8
NJ 6, Somerset & Mercer Co	1,349	100	1.1	4.4	94.5
NJ 7, Union Co	664	100	3.3	7.6	89.0
NJ 8, Essex & Southern Passaic Co	847	100	3.9	7.7	88.3
NJ 9, Hudson Co	190	100	10.6	13.8	75.5
NJ10, Bergen Co	1,207	100	2.5	9.9	87.5
NJ11, Morris & Northern Passaic Co	871	100	2.5	6.0	91.5
All	6,212	100	2.9	7.0	90.1
Purchased students by first-generation status
NJ 4, Middlesex Co	1,084	17.4	20.3	14.5	17.6
NJ 6, Somerset & Mercer Co	1,349	22.0	8.5	13.8	23.0
NJ 7, Union Co	664	10.3	11.9	11.2	10.2
NJ 8, Essex & Southern Passaic Co	847	13.8	18.6	15.2	13.5
NJ 9, Hudson Co	190	3.1	11.3	6.1	2.6
NJ10, Bergen Co	1,207	19.3	16.9	27.3	18.7
NJ11, Morris & Northern Passaic Co	871	14.2	12.4	12.1	14.4
All	6,212	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Northern New Jersey area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Northern New Jersey area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Northern New Jersey area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Northern New Jersey area Geomarkets

	All	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
All
All	7,853	9.8	18.7	71.5
NJ 4, Middlesex Co	944	12.7	20.8	66.5
NJ 6, Somerset & Mercer Co	1,164	5.6	13.0	81.4
NJ 7, Union Co	935	11.1	17.5	71.3
NJ 8, Essex & Southern Passaic Co	1,400	12.4	20.2	67.4
NJ 9, Hudson Co	564	17.7	28.0	54.3
NJ10, Bergen Co	1,668	8.0	20.5	71.5
NJ11, Morris & Northern Passaic Co	1,178	6.0	14.8	79.2
Asian
All	1,188	8.5	19.2	72.3
NJ 4, Middlesex Co	361	8.6	15.5	75.9
NJ 6, Somerset & Mercer Co	156	3.8	10.9	85.3
NJ 7, Union Co	88	11.4	21.6	67.0
NJ 8, Essex & Southern Passaic Co	139	12.2	20.1	67.6
NJ 9, Hudson Co	102	11.8	22.5	65.7
NJ10, Bergen Co	252	6.7	29.8	63.5
NJ11, Morris & Northern Passaic Co	90	8.9	11.1	80.0
Black/African American
All	433	11.1	23.6	65.4
NJ 4, Middlesex Co	44	6.8	25.0	68.2
NJ 6, Somerset & Mercer Co	71	2.8	18.3	78.9
NJ 7, Union Co	85	11.8	12.9	75.3
NJ 8, Essex & Southern Passaic Co	145	12.4	32.4	55.2
NJ 9, Hudson Co	30	30.0	26.7	43.3
NJ10, Bergen Co	41	9.8	22.0	68.3
NJ11, Morris & Northern Passaic Co	17	11.8	17.6	70.6
Hispanic/Latino
All	1,766	21.9	28.4	49.7
NJ 4, Middlesex Co	179	27.9	30.7	41.3
NJ 6, Somerset & Mercer Co	183	20.8	21.9	57.4
NJ 7, Union Co	260	22.3	30.0	47.7
NJ 8, Essex & Southern Passaic Co	368	27.4	29.3	43.2
NJ 9, Hudson Co	250	22.0	35.2	42.8
NJ10, Bergen Co	346	17.1	26.0	56.9
NJ11, Morris & Northern Passaic Co	180	14.4	23.3	62.2
White
All	4,138	5.1	14.3	80.6
NJ 4, Middlesex Co	312	9.9	21.2	68.9
NJ 6, Somerset & Mercer Co	695	2.6	11.1	86.3
NJ 7, Union Co	454	4.8	10.1	85.0
NJ 8, Essex & Southern Passaic Co	689	5.2	13.8	81.0
NJ 9, Hudson Co	159	13.8	22.6	63.5
NJ10, Bergen Co	982	5.1	16.3	78.6
NJ11, Morris & Northern Passaic Co	847	3.7	13.3	83.0
Two or More Races, Non-Hispanic
All	294	7.1	13.9	78.9
NJ 4, Middlesex Co	39	12.8	17.9	69.2
NJ 6, Somerset & Mercer Co	54	1.9	5.6	92.6
NJ 7, Union Co	45	8.9	20.0	71.1
NJ 8, Essex & Southern Passaic Co	55	3.6	9.1	87.3
NJ 9, Hudson Co	21	9.5	14.3	76.2
NJ10, Bergen Co	44	6.8	18.2	75.0
NJ11, Morris & Northern Passaic Co	36	11.1	16.7	72.2
American Indian/Alaska Native
All	22	0.0	4.5	95.5
NJ 4, Middlesex Co	8	0.0	12.5	87.5
NJ 6, Somerset & Mercer Co	3	0.0	0.0	100.0
NJ 7, Union Co	1	0.0	0.0	100.0
NJ 8, Essex & Southern Passaic Co	3	0.0	0.0	100.0
NJ 9, Hudson Co	1	0.0	0.0	100.0
NJ10, Bergen Co	1	0.0	0.0	100.0
NJ11, Morris & Northern Passaic Co	5	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	12	0.0	16.7	83.3
NJ 4, Middlesex Co	1	0.0	0.0	100.0
NJ 6, Somerset & Mercer Co	2	0.0	50.0	50.0
NJ 7, Union Co	2	0.0	50.0	50.0
NJ 8, Essex & Southern Passaic Co	1	0.0	0.0	100.0
NJ 9, Hudson Co	1	0.0	0.0	100.0
NJ10, Bergen Co	2	0.0	0.0	100.0
NJ11, Morris & Northern Passaic Co	3	0.0	0.0	100.0
Order 448427, PSAT score 1190 - 1260
All
All	3,732	6.3	12.9	80.8
NJ 4, Middlesex Co	480	7.5	11.7	80.8
NJ 6, Somerset & Mercer Co	635	3.8	9.4	86.8
NJ 7, Union Co	418	6.5	12.0	81.6
NJ 8, Essex & Southern Passaic Co	577	7.3	12.0	80.8
NJ 9, Hudson Co	183	18.0	20.8	61.2
NJ10, Bergen Co	809	5.6	15.6	78.9
NJ11, Morris & Northern Passaic Co	630	4.4	12.9	82.7
Asian
All	795	5.5	12.6	81.9
NJ 4, Middlesex Co	263	4.9	8.0	87.1
NJ 6, Somerset & Mercer Co	151	3.3	6.6	90.1
NJ 7, Union Co	44	0.0	15.9	84.1
NJ 8, Essex & Southern Passaic Co	51	9.8	11.8	78.4
NJ 9, Hudson Co	39	12.8	30.8	56.4
NJ10, Bergen Co	168	6.5	22.6	70.8
NJ11, Morris & Northern Passaic Co	79	6.3	7.6	86.1
Black/African American
All	138	6.5	15.9	77.5
NJ 4, Middlesex Co	11	0.0	9.1	90.9
NJ 6, Somerset & Mercer Co	17	5.9	11.8	82.4
NJ 7, Union Co	32	6.2	15.6	78.1
NJ 8, Essex & Southern Passaic Co	46	8.7	19.6	71.7
NJ 9, Hudson Co	6	16.7	0.0	83.3
NJ10, Bergen Co	14	0.0	14.3	85.7
NJ11, Morris & Northern Passaic Co	12	8.3	25.0	66.7
Hispanic/Latino
All	592	18.1	20.1	61.8
NJ 4, Middlesex Co	59	22.0	20.3	57.6
NJ 6, Somerset & Mercer Co	68	10.3	23.5	66.2
NJ 7, Union Co	85	22.4	21.2	56.5
NJ 8, Essex & Southern Passaic Co	106	22.6	21.7	55.7
NJ 9, Hudson Co	71	28.2	25.4	46.5
NJ10, Bergen Co	127	11.0	17.3	71.7
NJ11, Morris & Northern Passaic Co	76	13.2	13.2	73.7
White
All	2,021	3.5	10.6	85.9
NJ 4, Middlesex Co	124	8.1	12.1	79.8
NJ 6, Somerset & Mercer Co	367	2.7	8.4	88.8
NJ 7, Union Co	237	2.5	7.2	90.3
NJ 8, Essex & Southern Passaic Co	335	2.4	9.0	88.7
NJ 9, Hudson Co	58	10.3	8.6	81.0
NJ10, Bergen Co	466	4.1	12.0	83.9
NJ11, Morris & Northern Passaic Co	434	2.8	13.8	83.4
Two or More Races, Non-Hispanic
All	170	2.4	12.4	85.3
NJ 4, Middlesex Co	16	0.0	37.5	62.5
NJ 6, Somerset & Mercer Co	31	3.2	3.2	93.5
NJ 7, Union Co	18	0.0	16.7	83.3
NJ 8, Essex & Southern Passaic Co	38	2.6	2.6	94.7
NJ 9, Hudson Co	7	14.3	14.3	71.4
NJ10, Bergen Co	32	3.1	21.9	75.0
NJ11, Morris & Northern Passaic Co	28	0.0	7.1	92.9
American Indian/Alaska Native
All	11	0.0	9.1	90.9
NJ 4, Middlesex Co	7	0.0	14.3	85.7
NJ 6, Somerset & Mercer Co	1	0.0	0.0	100.0
NJ 7, Union Co	1	0.0	0.0	100.0
NJ10, Bergen Co	1	0.0	0.0	100.0
NJ11, Morris & Northern Passaic Co	1	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	5	0.0	60.0	40.0
NJ 7, Union Co	1	0.0	0.0	100.0
NJ 8, Essex & Southern Passaic Co	1	0.0	0.0	100.0
NJ 9, Hudson Co	2	0.0	100.0	0.0
NJ10, Bergen Co	1	0.0	100.0	0.0
Order 448440, PSAT score 1270 - 1520
All
All	5,897	2.9	7.0	90.1
NJ 4, Middlesex Co	1,013	3.3	5.7	91.0
NJ 6, Somerset & Mercer Co	1,311	1.1	4.3	94.6
NJ 7, Union Co	616	3.2	7.6	89.1
NJ 8, Essex & Southern Passaic Co	803	3.9	7.8	88.3
NJ 9, Hudson Co	185	10.8	13.5	75.7
NJ10, Bergen Co	1,129	2.7	9.8	87.5
NJ11, Morris & Northern Passaic Co	840	2.5	6.1	91.4
Asian
All	2,433	2.6	6.5	90.9
NJ 4, Middlesex Co	741	2.3	4.5	93.3
NJ 6, Somerset & Mercer Co	655	1.2	3.2	95.6
NJ 7, Union Co	138	2.2	12.3	85.5
NJ 8, Essex & Southern Passaic Co	187	3.7	7.5	88.8
NJ 9, Hudson Co	67	14.9	10.4	74.6
NJ10, Bergen Co	423	2.4	13.5	84.2
NJ11, Morris & Northern Passaic Co	222	3.6	4.5	91.9
Black/African American
All	133	3.8	13.5	82.7
NJ 4, Middlesex Co	11	0.0	18.2	81.8
NJ 6, Somerset & Mercer Co	34	0.0	8.8	91.2
NJ 7, Union Co	23	4.3	13.0	82.6
NJ 8, Essex & Southern Passaic Co	33	6.1	24.2	69.7
NJ 9, Hudson Co	9	0.0	22.2	77.8
NJ10, Bergen Co	13	0.0	0.0	100.0
NJ11, Morris & Northern Passaic Co	10	20.0	0.0	80.0
Hispanic/Latino
All	485	10.9	13.0	76.1
NJ 4, Middlesex Co	57	12.3	10.5	77.2
NJ 6, Somerset & Mercer Co	63	6.3	9.5	84.1
NJ 7, Union Co	79	12.7	13.9	73.4
NJ 8, Essex & Southern Passaic Co	93	12.9	19.4	67.7
NJ 9, Hudson Co	43	18.6	18.6	62.8
NJ10, Bergen Co	101	5.9	11.9	82.2
NJ11, Morris & Northern Passaic Co	49	12.2	4.1	83.7
White
All	2,575	1.7	6.1	92.1
NJ 4, Middlesex Co	167	4.8	9.6	85.6
NJ 6, Somerset & Mercer Co	505	0.4	5.1	94.5
NJ 7, Union Co	335	1.5	4.8	93.7
NJ 8, Essex & Southern Passaic Co	441	2.3	4.1	93.7
NJ 9, Hudson Co	60	3.3	11.7	85.0
NJ10, Bergen Co	543	2.4	7.4	90.2
NJ11, Morris & Northern Passaic Co	524	1.0	6.7	92.4
Two or More Races, Non-Hispanic
All	257	1.6	4.7	93.8
NJ 4, Middlesex Co	31	3.2	3.2	93.5
NJ 6, Somerset & Mercer Co	53	1.9	0.0	98.1
NJ 7, Union Co	40	2.5	0.0	97.5
NJ 8, Essex & Southern Passaic Co	47	0.0	10.6	89.4
NJ 9, Hudson Co	5	0.0	20.0	80.0
NJ10, Bergen Co	49	2.0	4.1	93.9
NJ11, Morris & Northern Passaic Co	32	0.0	9.4	90.6
American Indian/Alaska Native
All	12	0.0	8.3	91.7
NJ 4, Middlesex Co	6	0.0	0.0	100.0
NJ 6, Somerset & Mercer Co	1	0.0	0.0	100.0
NJ 7, Union Co	1	0.0	0.0	100.0
NJ 8, Essex & Southern Passaic Co	1	0.0	0.0	100.0
NJ11, Morris & Northern Passaic Co	3	0.0	33.3	66.7
Native Hawaiian/Pacific Islander
All	2	0.0	0.0	100.0
NJ 8, Essex & Southern Passaic Co	1	0.0	0.0	100.0
NJ 9, Hudson Co	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Northern New Jersey area

Fullscreen

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Orange County area

Research question 1

Racial/ethnic composition of Orange County area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Orange County area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Orange County area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA24, Whittier & North Orange Co	65.5	19.7	53.5	70.8	81.4	35.4	20.5	18.5	31.2	50.7	22.4	15.3	10.9	17.5	32.7
CA25, Anaheim	74.2	15.1	68.8	78.6	84.5	40.4	21.0	23.8	36.8	56.2	26.1	17.8	12.6	20.4	36.9
CA26, Santa Ana	75.9	21.6	73.7	83.1	88.6	52.4	29.0	24.5	58.3	77.9	42.0	26.3	17.0	44.1	64.6
CA28, South Orange Co	83.3	11.6	80.2	86.6	90.2	66.0	18.0	57.0	70.4	78.1	52.9	18.1	40.7	55.0	66.3
% Black, non-Hispanic
CA24, Whittier & North Orange Co	1.2	2.1	0.2	0.5	1.2	2.2	2.3	0.9	1.5	2.5	2.4	2.7	0.4	1.5	3.0
CA25, Anaheim	1.8	2.5	0.5	0.9	1.7	3.9	5.3	1.3	2.3	4.4	4.4	5.6	0.8	2.3	6.0
CA26, Santa Ana	1.6	2.6	0.4	0.7	1.4	1.2	1.8	0.6	0.9	1.4	1.3	1.9	0.1	0.7	1.6
CA28, South Orange Co	1.3	2.4	0.3	0.7	1.2	1.4	1.2	0.7	1.2	1.8	1.5	1.8	0.3	1.0	2.3
% Hispanic
CA24, Whittier & North Orange Co	27.8	20.0	13.4	21.1	39.1	47.5	24.9	27.2	46.7	67.1	56.0	23.6	39.3	59.2	75.7
CA25, Anaheim	17.1	13.7	8.9	13.1	18.9	34.0	22.0	16.3	29.7	49.1	41.3	22.7	23.1	38.6	58.1
CA26, Santa Ana	16.3	19.9	5.8	8.3	15.0	29.6	29.2	8.1	15.0	43.0	33.0	27.9	12.3	21.2	46.6
CA28, South Orange Co	10.9	10.4	5.2	7.9	12.7	18.0	16.2	7.6	11.6	21.3	22.2	17.0	10.4	16.8	27.2
% API, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	12.6	15.4	3.6	8.2	12.9	15.9	16.2	5.2	12.0	18.0
CA25, Anaheim	NA	NA	NA	NA	NA	18.8	15.7	8.1	14.3	23.2	24.5	18.1	11.2	19.4	34.2
CA26, Santa Ana	NA	NA	NA	NA	NA	14.1	13.6	4.5	9.2	18.1	20.1	18.3	6.5	14.3	26.5
CA28, South Orange Co	NA	NA	NA	NA	NA	11.1	9.8	5.3	8.5	13.6	18.8	15.1	9.0	14.1	23.6
% Native, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.8	7.7	0.0	0.0	0.3
CA25, Anaheim	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.5	6.0	0.0	0.0	0.2
CA26, Santa Ana	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.3	0.4	0.2	0.4	0.0	0.0	0.2
CA28, South Orange Co	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.2	0.4	0.2	0.4	0.0	0.0	0.0
% Two+, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	1.8	0.7	1.3	1.9	2.3	1.9	1.7	0.5	1.5	2.8
CA25, Anaheim	NA	NA	NA	NA	NA	2.4	0.9	1.8	2.4	3.0	2.9	2.3	1.1	2.1	4.5
CA26, Santa Ana	NA	NA	NA	NA	NA	2.2	1.2	1.4	2.1	2.9	3.2	2.9	1.1	2.6	4.9
CA28, South Orange Co	NA	NA	NA	NA	NA	3.0	6.2	1.8	2.4	3.2	4.1	2.7	2.1	3.7	5.5
Median income
CA24, Whittier & North Orange Co	100.0	28.0	81.0	94.0	114.0	101.0	29.0	80.0	94.0	116.0	105.0	30.0	85.0	101.0	121.0
CA25, Anaheim	100.0	34.0	79.0	94.0	113.0	104.0	42.0	78.0	94.0	119.0	108.0	41.0	78.0	99.0	129.0
CA26, Santa Ana	104.0	37.0	79.0	100.0	124.0	116.0	44.0	86.0	107.0	141.0	119.0	44.0	87.0	112.0	142.0
CA28, South Orange Co	114.0	39.0	89.0	110.0	140.0	140.0	49.0	104.0	137.0	167.0	142.0	46.0	109.0	140.0	171.0
Mean income
CA24, Whittier & North Orange Co	114.0	40.0	91.0	102.0	128.0	121.0	46.0	96.0	110.0	135.0	125.0	37.0	102.0	117.0	142.0
CA25, Anaheim	117.0	72.0	90.0	104.0	123.0	127.0	61.0	97.0	111.0	135.0	131.0	54.0	99.0	118.0	146.0
CA26, Santa Ana	128.0	69.0	86.0	113.0	145.0	145.0	64.0	102.0	133.0	167.0	152.0	62.0	108.0	139.0	174.0
CA28, South Orange Co	139.0	62.0	102.0	127.0	159.0	173.0	66.0	125.0	163.0	203.0	179.0	62.0	138.0	168.0	213.0
% in poverty
CA24, Whittier & North Orange Co	7.5	4.9	3.6	6.3	10.0	9.3	5.7	5.1	8.1	12.3	9.3	5.9	4.9	8.3	12.8
CA25, Anaheim	7.7	6.6	4.1	6.2	9.8	9.8	6.9	4.6	8.0	13.6	10.7	6.7	5.5	9.6	14.8
CA26, Santa Ana	8.6	9.2	3.7	6.3	10.3	8.7	7.1	3.6	6.3	12.2	9.8	6.4	5.0	8.3	13.0
CA28, South Orange Co	5.9	8.8	3.0	4.4	7.2	5.4	5.9	2.5	4.0	6.4	7.5	6.0	3.7	6.1	9.6
% with BA+
CA24, Whittier & North Orange Co	16.1	11.1	7.6	12.0	24.6	21.4	14.0	10.2	16.3	32.0	29.0	14.9	17.9	23.9	40.9
CA25, Anaheim	15.6	10.7	9.0	11.9	18.6	22.2	15.5	11.9	16.5	26.3	31.1	17.4	19.2	25.3	40.8
CA26, Santa Ana	22.5	13.2	12.0	21.0	32.2	30.6	19.4	12.9	31.2	46.1	40.6	20.4	23.8	40.8	56.3
CA28, South Orange Co	27.1	12.8	17.8	26.3	36.3	40.4	16.3	29.2	40.0	53.4	52.3	15.7	42.9	51.6	63.8

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Orange County area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Orange County area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Orange County area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Orange County area

Figure Notes:
- Excludes students with missing values for race. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Orange County area

Figure Notes:
- Excludes students with missing values for race. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Orange County area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA24, Whittier & North Orange Co	1,037	973	150	158	6	630	26	3	0
CA25, Anaheim	1,526	1,455	217	546	41	555	79	9	8
CA26, Santa Ana	1,800	1,712	484	434	10	661	114	6	3
CA28, South Orange Co	2,454	2,342	1,097	484	30	536	171	16	8
All	6,817	6,482	1,948	1,622	87	2,382	390	34	19
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,037	100	15.4	16.2	0.6	64.7	2.7	0.3	0.0
CA25, Anaheim	1,526	100	14.9	37.5	2.8	38.1	5.4	0.6	0.5
CA26, Santa Ana	1,800	100	28.3	25.4	0.6	38.6	6.7	0.4	0.2
CA28, South Orange Co	2,454	100	46.8	20.7	1.3	22.9	7.3	0.7	0.3
All	6,817	100	30.1	25.0	1.3	36.7	6.0	0.5	0.3
Purchased students by racial/ethnic group
CA24, Whittier & North Orange Co	1,037	15.0	7.7	9.7	6.9	26.4	6.7	8.8	0.0
CA25, Anaheim	1,526	22.4	11.1	33.7	47.1	23.3	20.3	26.5	42.1
CA26, Santa Ana	1,800	26.4	24.8	26.8	11.5	27.7	29.2	17.6	15.8
CA28, South Orange Co	2,454	36.1	56.3	29.8	34.5	22.5	43.8	47.1	42.1
All	6,817	100	100	100	100	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA24, Whittier & North Orange Co	502	487	86	172	5	195	25	3	1
CA25, Anaheim	946	887	124	535	16	175	35	2	0
CA26, Santa Ana	1,093	1,042	288	436	9	217	86	3	3
CA28, South Orange Co	1,564	1,493	669	448	10	224	133	4	5
All	4,105	3,909	1,167	1,591	40	811	279	12	9
Purchased students by geomarket
CA24, Whittier & North Orange Co	502	100	17.7	35.3	1.0	40.0	5.1	0.6	0.2
CA25, Anaheim	946	100	14.0	60.3	1.8	19.7	3.9	0.2	0.0
CA26, Santa Ana	1,093	100	27.6	41.8	0.9	20.8	8.3	0.3	0.3
CA28, South Orange Co	1,564	100	44.8	30.0	0.7	15.0	8.9	0.3	0.3
All	4,105	100	29.9	40.7	1.0	20.7	7.1	0.3	0.2
Purchased students by racial/ethnic group
CA24, Whittier & North Orange Co	502	12.5	7.4	10.8	12.5	24.0	9.0	25.0	11.1
CA25, Anaheim	946	22.7	10.6	33.6	40.0	21.6	12.5	16.7	0.0
CA26, Santa Ana	1,093	26.7	24.7	27.4	22.5	26.8	30.8	25.0	33.3
CA28, South Orange Co	1,564	38.2	57.3	28.2	25.0	27.6	47.7	33.3	55.6
All	4,105	100	100	100	100	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA24, Whittier & North Orange Co	532	509	56	334	2	80	33	3	1
CA25, Anaheim	701	666	75	477	8	67	30	3	6
CA26, Santa Ana	1,030	1,001	279	531	6	104	73	4	4
CA28, South Orange Co	2,124	2,015	623	1,037	11	172	163	6	3
All	4,387	4,191	1,033	2,379	27	423	299	16	14
Purchased students by geomarket
CA24, Whittier & North Orange Co	532	100	11.0	65.6	0.4	15.7	6.5	0.6	0.2
CA25, Anaheim	701	100	11.3	71.6	1.2	10.1	4.5	0.5	0.9
CA26, Santa Ana	1,030	100	27.9	53.0	0.6	10.4	7.3	0.4	0.4
CA28, South Orange Co	2,124	100	30.9	51.5	0.5	8.5	8.1	0.3	0.1
All	4,387	100	24.6	56.8	0.6	10.1	7.1	0.4	0.3
Purchased students by racial/ethnic group
CA24, Whittier & North Orange Co	532	12.1	5.4	14.0	7.4	18.9	11.0	18.8	7.1
CA25, Anaheim	701	15.9	7.3	20.1	29.6	15.8	10.0	18.8	42.9
CA26, Santa Ana	1,030	23.9	27.0	22.3	22.2	24.6	24.4	25.0	28.6
CA28, South Orange Co	2,124	48.1	60.3	43.6	40.7	40.7	54.5	37.5	21.4
All	4,387	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Orange County area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Orange County area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Orange County area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Orange County area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Orange County area

	All	First-gen known	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA24, Whittier & North Orange Co	1,037	1,013	217	306	490
CA25, Anaheim	1,526	1,460	344	421	695
CA26, Santa Ana	1,800	1,753	445	422	886
CA28, South Orange Co	2,454	2,329	193	376	1,760
All	6,817	6,555	1,199	1,525	3,832
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,037	100	21.4	30.2	48.4
CA25, Anaheim	1,526	100	23.6	28.8	47.6
CA26, Santa Ana	1,800	100	25.4	24.1	50.5
CA28, South Orange Co	2,454	100	8.3	16.1	75.6
All	6,817	100	18.3	23.3	58.5
Purchased students by first-generation status
CA24, Whittier & North Orange Co	1,037	15.5	18.1	20.1	12.8
CA25, Anaheim	1,526	22.3	28.7	27.6	18.1
CA26, Santa Ana	1,800	26.7	37.1	27.7	23.1
CA28, South Orange Co	2,454	35.5	16.1	24.7	45.9
All	6,817	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA24, Whittier & North Orange Co	502	487	57	85	345
CA25, Anaheim	946	900	100	202	598
CA26, Santa Ana	1,093	1,071	124	208	739
CA28, South Orange Co	1,564	1,493	48	169	1,276
All	4,105	3,951	329	664	2,959
Purchased students by geomarket
CA24, Whittier & North Orange Co	502	100	11.7	17.5	70.8
CA25, Anaheim	946	100	11.1	22.4	66.4
CA26, Santa Ana	1,093	100	11.6	19.4	69.0
CA28, South Orange Co	1,564	100	3.2	11.3	85.5
All	4,105	100	8.3	16.8	74.9
Purchased students by first-generation status
CA24, Whittier & North Orange Co	502	12.3	17.3	12.8	11.7
CA25, Anaheim	946	22.8	30.4	30.4	20.2
CA26, Santa Ana	1,093	27.1	37.7	31.3	25.0
CA28, South Orange Co	1,564	37.8	14.6	25.5	43.1
All	4,105	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA24, Whittier & North Orange Co	532	521	30	71	420
CA25, Anaheim	701	671	48	116	507
CA26, Santa Ana	1,030	1,014	58	121	835
CA28, South Orange Co	2,124	2,055	46	146	1,863
All	4,387	4,261	182	454	3,626
Purchased students by geomarket
CA24, Whittier & North Orange Co	532	100	5.8	13.6	80.6
CA25, Anaheim	701	100	7.2	17.3	75.6
CA26, Santa Ana	1,030	100	5.7	11.9	82.3
CA28, South Orange Co	2,124	100	2.2	7.1	90.7
All	4,387	100	4.3	10.7	85.1
Purchased students by first-generation status
CA24, Whittier & North Orange Co	532	12.2	16.5	15.6	11.6
CA25, Anaheim	701	15.7	26.4	25.6	14.0
CA26, Santa Ana	1,030	23.8	31.9	26.7	23.0
CA28, South Orange Co	2,124	48.2	25.3	32.2	51.4
All	4,387	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Orange County area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Orange County area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Orange County area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Orange County area Geomarkets

	All	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
All
All	6,290	18.6	23.2	58.2
CA24, Whittier & North Orange Co	956	21.9	30.2	47.9
CA25, Anaheim	1,418	23.7	28.8	47.5
CA26, Santa Ana	1,674	26.0	24.0	50.1
CA28, South Orange Co	2,242	8.5	16.1	75.4
Asian
All	1,568	14.7	26.3	59.1
CA24, Whittier & North Orange Co	155	7.7	18.1	74.2
CA25, Anaheim	529	19.3	31.6	49.1
CA26, Santa Ana	418	20.3	32.5	47.1
CA28, South Orange Co	466	6.7	17.4	76.0
Black/African American
All	82	9.8	20.7	69.5
CA24, Whittier & North Orange Co	6	16.7	50.0	33.3
CA25, Anaheim	38	7.9	23.7	68.4
CA26, Santa Ana	10	20.0	20.0	60.0
CA28, South Orange Co	28	7.1	10.7	82.1
Hispanic/Latino
All	2,319	34.4	27.3	38.3
CA24, Whittier & North Orange Co	619	28.3	34.9	36.8
CA25, Anaheim	545	38.0	28.6	33.4
CA26, Santa Ana	649	47.8	25.6	26.7
CA28, South Orange Co	506	20.8	18.8	60.5
White
All	1,886	6.0	16.4	77.6
CA24, Whittier & North Orange Co	147	12.9	25.2	61.9
CA25, Anaheim	211	9.0	22.3	68.7
CA26, Santa Ana	474	5.5	15.8	78.7
CA28, South Orange Co	1,054	4.6	14.3	81.0
Two or More Races, Non-Hispanic
All	384	4.2	19.0	76.8
CA24, Whittier & North Orange Co	26	3.8	15.4	80.8
CA25, Anaheim	78	6.4	28.2	65.4
CA26, Santa Ana	114	6.1	18.4	75.4
CA28, South Orange Co	166	1.8	15.7	82.5
American Indian/Alaska Native
All	33	9.1	33.3	57.6
CA24, Whittier & North Orange Co	3	33.3	33.3	33.3
CA25, Anaheim	9	0.0	55.6	44.4
CA26, Santa Ana	6	33.3	16.7	50.0
CA28, South Orange Co	15	0.0	26.7	73.3
Native Hawaiian/Pacific Islander
All	18	16.7	22.2	61.1
CA25, Anaheim	8	0.0	37.5	62.5
CA26, Santa Ana	3	100.0	0.0	0.0
CA28, South Orange Co	7	0.0	14.3	85.7
Orders 448420 & 546946, PSAT score 1190 - 1260
All
All	3,796	8.4	16.8	74.8
CA24, Whittier & North Orange Co	476	11.8	17.6	70.6
CA25, Anaheim	861	11.1	22.2	66.7
CA26, Santa Ana	1,030	11.7	19.4	68.9
CA28, South Orange Co	1,429	3.2	11.5	85.3
Asian
All	1,542	8.0	19.2	72.8
CA24, Whittier & North Orange Co	168	4.8	15.5	79.8
CA25, Anaheim	515	10.7	21.0	68.3
CA26, Santa Ana	431	11.8	25.8	62.4
CA28, South Orange Co	428	2.1	11.9	86.0
Black/African American
All	40	2.5	10.0	87.5
CA24, Whittier & North Orange Co	5	0.0	0.0	100.0
CA25, Anaheim	16	6.2	12.5	81.2
CA26, Santa Ana	9	0.0	11.1	88.9
CA28, South Orange Co	10	0.0	10.0	90.0
Hispanic/Latino
All	795	19.1	22.0	58.9
CA24, Whittier & North Orange Co	191	22.5	22.5	55.0
CA25, Anaheim	171	17.0	32.2	50.9
CA26, Santa Ana	215	28.4	22.3	49.3
CA28, South Orange Co	218	8.7	13.3	78.0
White
All	1,132	3.1	11.0	86.0
CA24, Whittier & North Orange Co	85	5.9	9.4	84.7
CA25, Anaheim	123	6.5	16.3	77.2
CA26, Santa Ana	284	2.5	11.3	86.3
CA28, South Orange Co	640	2.3	10.0	87.7
Two or More Races, Non-Hispanic
All	266	2.3	13.5	84.2
CA24, Whittier & North Orange Co	23	0.0	26.1	73.9
CA25, Anaheim	34	8.8	17.6	73.5
CA26, Santa Ana	85	1.2	8.2	90.6
CA28, South Orange Co	124	1.6	13.7	84.7
American Indian/Alaska Native
All	12	8.3	8.3	83.3
CA24, Whittier & North Orange Co	3	0.0	0.0	100.0
CA25, Anaheim	2	0.0	0.0	100.0
CA26, Santa Ana	3	0.0	33.3	66.7
CA28, South Orange Co	4	25.0	0.0	75.0
Native Hawaiian/Pacific Islander
All	9	0.0	33.3	66.7
CA24, Whittier & North Orange Co	1	0.0	100.0	0.0
CA26, Santa Ana	3	0.0	0.0	100.0
CA28, South Orange Co	5	0.0	40.0	60.0
Orders 448374 & 546945, PSAT score 1270 - 1520
All
All	4,097	4.4	10.6	85.0
CA24, Whittier & North Orange Co	500	6.0	13.6	80.4
CA25, Anaheim	646	7.4	16.7	75.9
CA26, Santa Ana	987	5.9	11.9	82.3
CA28, South Orange Co	1,964	2.2	7.2	90.6
Asian
All	2,336	4.4	12.1	83.5
CA24, Whittier & North Orange Co	329	5.2	11.9	83.0
CA25, Anaheim	465	6.7	18.1	75.3
CA26, Santa Ana	523	6.5	15.9	77.6
CA28, South Orange Co	1,019	2.0	7.6	90.5
Black/African American
All	26	3.8	7.7	88.5
CA24, Whittier & North Orange Co	2	0.0	50.0	50.0
CA25, Anaheim	8	0.0	0.0	100.0
CA26, Santa Ana	5	0.0	0.0	100.0
CA28, South Orange Co	11	9.1	9.1	81.8
Hispanic/Latino
All	411	13.6	15.1	71.3
CA24, Whittier & North Orange Co	79	13.9	22.8	63.3
CA25, Anaheim	63	20.6	19.0	60.3
CA26, Santa Ana	104	22.1	12.5	65.4
CA28, South Orange Co	165	5.5	11.5	83.0
White
All	1,003	1.6	6.6	91.8
CA24, Whittier & North Orange Co	54	3.7	11.1	85.2
CA25, Anaheim	73	2.7	8.2	89.0
CA26, Santa Ana	274	0.4	5.8	93.8
CA28, South Orange Co	602	1.8	6.3	91.9
Two or More Races, Non-Hispanic
All	291	0.7	6.5	92.8
CA24, Whittier & North Orange Co	32	0.0	9.4	90.6
CA25, Anaheim	28	7.1	17.9	75.0
CA26, Santa Ana	73	0.0	5.5	94.5
CA28, South Orange Co	158	0.0	4.4	95.6
American Indian/Alaska Native
All	16	6.2	12.5	81.2
CA24, Whittier & North Orange Co	3	0.0	33.3	66.7
CA25, Anaheim	3	0.0	0.0	100.0
CA26, Santa Ana	4	0.0	25.0	75.0
CA28, South Orange Co	6	16.7	0.0	83.3
Native Hawaiian/Pacific Islander
All	14	7.1	7.1	85.7
CA24, Whittier & North Orange Co	1	0.0	0.0	100.0
CA25, Anaheim	6	0.0	16.7	83.3
CA26, Santa Ana	4	0.0	0.0	100.0
CA28, South Orange Co	3	33.3	0.0	66.7

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Orange County area

Fullscreen

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Philadelphia area

Research question 1

Racial/ethnic composition of Philadelphia area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of Philadelphia area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Philadelphia area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
PA 1, Bucks Co	95.1	8.1	96.0	97.4	98.4	90.9	10.4	90.3	94.7	96.4	80.1	16.2	73.1	85.5	91.3
PA 2, Chester Co	90.6	12.5	89.6	95.5	97.8	86.9	14.4	86.0	92.0	95.3	79.3	15.9	72.6	83.7	90.4
PA 3, Delaware Co	84.6	27.0	90.6	96.7	98.3	76.2	29.7	71.3	90.9	94.5	64.0	30.6	44.0	77.3	86.9
PA 4, Montgomery Co	87.7	23.0	92.5	96.1	97.9	78.9	26.4	79.5	89.7	93.9	68.2	27.0	65.7	77.6	85.9
PA 5, Philadelphia Co	61.6	39.1	16.1	80.0	97.0	46.1	36.6	5.2	48.1	85.0	38.8	31.1	7.0	34.5	68.5
% Black, non-Hispanic
PA 1, Bucks Co	2.9	7.4	0.4	0.8	1.8	3.6	7.9	0.6	1.2	3.1	5.7	10.6	0.6	2.2	5.7
PA 2, Chester Co	7.1	11.2	0.9	2.7	7.8	6.6	10.9	1.1	2.6	6.4	5.0	7.5	1.0	2.7	6.1
PA 3, Delaware Co	13.4	26.6	0.3	1.2	7.1	17.3	28.1	1.2	3.0	16.3	23.2	29.8	2.3	6.6	37.6
PA 4, Montgomery Co	10.1	22.8	0.4	1.3	4.8	14.5	25.6	1.5	3.5	10.4	16.8	25.7	2.2	5.5	15.9
PA 5, Philadelphia Co	32.9	38.3	0.7	8.2	75.9	40.1	37.0	5.7	25.5	82.8	37.8	33.6	8.3	23.5	71.8
% Hispanic
PA 1, Bucks Co	1.1	1.7	0.5	0.7	1.2	2.3	2.9	1.1	1.4	2.3	6.3	7.1	2.0	4.4	8.4
PA 2, Chester Co	1.6	2.5	0.5	0.8	1.3	3.6	5.7	1.0	1.5	3.3	7.0	9.0	1.6	3.9	8.5
PA 3, Delaware Co	0.9	1.3	0.4	0.6	0.9	1.7	2.0	0.8	1.2	1.9	3.8	3.4	1.3	2.8	5.2
PA 4, Montgomery Co	0.9	1.1	0.5	0.7	1.1	2.0	2.5	1.0	1.3	2.1	5.2	6.0	1.8	3.6	6.0
PA 5, Philadelphia Co	3.6	9.4	0.7	1.1	1.7	7.3	14.1	1.4	2.6	4.9	12.9	17.6	2.8	6.1	13.6
% API, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	2.3	2.8	0.8	1.4	2.7	4.9	5.1	1.3	3.3	6.6
PA 2, Chester Co	NA	NA	NA	NA	NA	1.8	2.0	0.4	1.1	2.6	5.8	7.7	0.9	2.9	7.2
PA 3, Delaware Co	NA	NA	NA	NA	NA	3.5	6.5	1.0	2.0	3.1	6.1	8.0	1.2	3.9	8.4
PA 4, Montgomery Co	NA	NA	NA	NA	NA	3.3	3.3	1.0	2.3	4.2	6.6	7.6	1.4	4.2	9.3
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	4.3	7.6	0.6	1.7	4.8	7.2	8.8	1.0	4.6	9.6
% Native, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.2	0.0	0.0	0.0
PA 2, Chester Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.1	0.2	0.0	0.0	0.0
PA 3, Delaware Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.1	0.1	0.4	0.0	0.0	0.0
PA 4, Montgomery Co	NA	NA	NA	NA	NA	0.1	0.1	0.0	0.1	0.2	0.1	0.3	0.0	0.0	0.0
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.2	0.3	0.2	0.6	0.0	0.0	0.0
% Two+, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	0.8	0.5	0.5	0.7	1.0	2.3	2.4	0.6	1.6	3.1
PA 2, Chester Co	NA	NA	NA	NA	NA	0.8	0.6	0.5	0.7	1.1	2.8	5.3	0.8	1.8	3.4
PA 3, Delaware Co	NA	NA	NA	NA	NA	1.0	0.8	0.5	0.8	1.2	2.5	2.2	1.0	1.9	3.5
PA 4, Montgomery Co	NA	NA	NA	NA	NA	1.1	0.7	0.6	0.9	1.4	2.7	2.6	1.0	2.0	3.6
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	1.8	5.0	0.9	1.4	2.1	2.8	3.1	0.7	2.0	3.8
Median income
PA 1, Bucks Co	98.0	21.0	84.0	95.0	110.0	115.0	32.0	92.0	112.0	128.0	117.0	42.0	88.0	111.0	140.0
PA 2, Chester Co	99.0	30.0	77.0	92.0	115.0	123.0	43.0	93.0	119.0	153.0	133.0	46.0	96.0	128.0	158.0
PA 3, Delaware Co	94.0	38.0	71.0	89.0	114.0	107.0	51.0	75.0	95.0	129.0	111.0	57.0	66.0	102.0	141.0
PA 4, Montgomery Co	99.0	32.0	79.0	93.0	114.0	114.0	42.0	86.0	111.0	134.0	112.0	45.0	78.0	110.0	136.0
PA 5, Philadelphia Co	64.0	33.0	45.0	60.0	75.0	64.0	39.0	41.0	59.0	77.0	70.0	38.0	42.0	62.0	91.0
Mean income
PA 1, Bucks Co	108.0	25.0	92.0	104.0	122.0	136.0	42.0	105.0	129.0	154.0	147.0	53.0	111.0	132.0	171.0
PA 2, Chester Co	116.0	43.0	86.0	104.0	136.0	153.0	57.0	109.0	139.0	185.0	168.0	60.0	119.0	162.0	203.0
PA 3, Delaware Co	114.0	59.0	78.0	98.0	131.0	135.0	74.0	89.0	116.0	159.0	140.0	76.0	79.0	123.0	177.0
PA 4, Montgomery Co	121.0	55.0	87.0	103.0	133.0	143.0	63.0	102.0	129.0	162.0	144.0	63.0	102.0	136.0	171.0
PA 5, Philadelphia Co	81.0	72.0	55.0	70.0	86.0	88.0	57.0	59.0	76.0	95.0	94.0	53.0	58.0	81.0	116.0
% in poverty
PA 1, Bucks Co	5.8	4.9	3.3	4.7	6.8	4.6	3.6	2.3	3.8	5.3	6.8	6.4	2.9	5.2	8.5
PA 2, Chester Co	6.8	4.8	3.5	5.3	8.5	5.3	5.4	2.1	3.8	6.4	5.8	5.1	2.5	4.4	8.0
PA 3, Delaware Co	8.8	12.0	3.3	5.1	9.2	8.2	8.0	3.2	5.2	10.2	10.2	9.6	3.3	7.2	13.2
PA 4, Montgomery Co	6.2	5.7	2.9	4.6	6.8	6.1	5.5	2.7	4.4	7.5	8.3	8.0	3.2	5.8	10.9
PA 5, Philadelphia Co	19.7	16.0	6.9	14.6	29.3	21.5	14.6	10.2	18.6	30.8	21.5	14.7	10.3	18.5	30.1
% with BA+
PA 1, Bucks Co	18.6	10.8	10.1	17.0	24.6	28.9	14.7	18.1	26.6	37.7	40.8	15.9	27.0	39.3	53.0
PA 2, Chester Co	23.2	14.4	11.2	21.3	33.7	38.0	20.1	20.1	39.9	55.8	50.9	19.5	34.1	55.3	66.6
PA 3, Delaware Co	21.2	16.3	7.2	18.3	31.2	32.8	21.2	14.1	28.1	48.0	42.2	23.4	21.6	39.8	61.0
PA 4, Montgomery Co	23.1	14.1	12.2	19.4	33.8	35.3	17.9	20.5	32.2	47.6	46.6	19.2	31.5	45.5	60.9
PA 5, Philadelphia Co	14.4	15.9	4.0	7.5	19.5	20.2	19.7	6.4	12.7	27.0	33.8	24.7	14.7	25.0	49.5

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of Philadelphia area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Philadelphia area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Philadelphia area

Figure Notes:
- Excludes students with missing values for race. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Philadelphia area

Figure Notes:
- Excludes students with missing values for race. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, Philadelphia area

Figure Notes:
- Excludes students with missing values for race. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, Philadelphia area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 448922, PSAT score 1070 - 1180
Count of purchased students
PA 1, Bucks Co	1,075	1,038	869	68	16	52	29	2	2
PA 2, Chester Co	1,104	1,027	826	57	28	71	40	4	1
PA 3, Delaware Co	715	665	529	40	38	26	25	5	2
PA 4, Montgomery Co	1,715	1,621	1,205	132	101	111	66	6	0
PA 5, Philadelphia Co	802	764	369	112	142	106	34	0	1
All	5,411	5,115	3,798	409	325	366	194	17	6
Purchased students by geomarket
PA 1, Bucks Co	1,075	100	83.7	6.6	1.5	5.0	2.8	0.2	0.2
PA 2, Chester Co	1,104	100	80.4	5.6	2.7	6.9	3.9	0.4	0.1
PA 3, Delaware Co	715	100	79.5	6.0	5.7	3.9	3.8	0.8	0.3
PA 4, Montgomery Co	1,715	100	74.3	8.1	6.2	6.8	4.1	0.4	0.0
PA 5, Philadelphia Co	802	100	48.3	14.7	18.6	13.9	4.5	0.0	0.1
All	5,411	100	74.3	8.0	6.4	7.2	3.8	0.3	0.1
Purchased students by racial/ethnic group
PA 1, Bucks Co	1,075	20.3	22.9	16.6	4.9	14.2	14.9	11.8	33.3
PA 2, Chester Co	1,104	20.1	21.7	13.9	8.6	19.4	20.6	23.5	16.7
PA 3, Delaware Co	715	13.0	13.9	9.8	11.7	7.1	12.9	29.4	33.3
PA 4, Montgomery Co	1,715	31.7	31.7	32.3	31.1	30.3	34.0	35.3	0.0
PA 5, Philadelphia Co	802	14.9	9.7	27.4	43.7	29.0	17.5	0.0	16.7
All	5,411	100	100	100	100	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
PA 1, Bucks Co	519	510	427	35	6	23	19	0	0
PA 2, Chester Co	525	489	389	45	6	25	22	2	0
PA 3, Delaware Co	359	351	271	41	12	11	16	0	0
PA 4, Montgomery Co	810	770	568	90	29	46	36	1	0
PA 5, Philadelphia Co	336	328	168	64	47	31	17	1	0
All	2,549	2,448	1,823	275	100	136	110	4	0
Purchased students by geomarket
PA 1, Bucks Co	519	100	83.7	6.9	1.2	4.5	3.7	0.0	0.0
PA 2, Chester Co	525	100	79.6	9.2	1.2	5.1	4.5	0.4	0.0
PA 3, Delaware Co	359	100	77.2	11.7	3.4	3.1	4.6	0.0	0.0
PA 4, Montgomery Co	810	100	73.8	11.7	3.8	6.0	4.7	0.1	0.0
PA 5, Philadelphia Co	336	100	51.2	19.5	14.3	9.5	5.2	0.3	0.0
All	2,549	100	74.5	11.2	4.1	5.6	4.5	0.2	0.0
Purchased students by racial/ethnic group
PA 1, Bucks Co	519	20.8	23.4	12.7	6.0	16.9	17.3	0.0	NA
PA 2, Chester Co	525	20.0	21.3	16.4	6.0	18.4	20.0	50.0	NA
PA 3, Delaware Co	359	14.3	14.9	14.9	12.0	8.1	14.5	0.0	NA
PA 4, Montgomery Co	810	31.5	31.2	32.7	29.0	33.8	32.7	25.0	NA
PA 5, Philadelphia Co	336	13.4	9.2	23.3	47.0	22.8	15.5	25.0	NA
All	2,549	100	100	100	100	100	100	100	0
Order 448440, PSAT score 1270 - 1520
Count of purchased students
PA 1, Bucks Co	615	601	430	118	8	20	21	2	2
PA 2, Chester Co	869	838	540	216	10	44	27	0	1
PA 3, Delaware Co	496	477	313	105	6	26	26	0	1
PA 4, Montgomery Co	1,241	1,203	796	275	29	54	46	3	0
PA 5, Philadelphia Co	347	340	189	95	17	22	16	1	0
All	3,568	3,459	2,268	809	70	166	136	6	4
Purchased students by geomarket
PA 1, Bucks Co	615	100	71.5	19.6	1.3	3.3	3.5	0.3	0.3
PA 2, Chester Co	869	100	64.4	25.8	1.2	5.3	3.2	0.0	0.1
PA 3, Delaware Co	496	100	65.6	22.0	1.3	5.5	5.5	0.0	0.2
PA 4, Montgomery Co	1,241	100	66.2	22.9	2.4	4.5	3.8	0.2	0.0
PA 5, Philadelphia Co	347	100	55.6	27.9	5.0	6.5	4.7	0.3	0.0
All	3,568	100	65.6	23.4	2.0	4.8	3.9	0.2	0.1
Purchased students by racial/ethnic group
PA 1, Bucks Co	615	17.4	19.0	14.6	11.4	12.0	15.4	33.3	50.0
PA 2, Chester Co	869	24.2	23.8	26.7	14.3	26.5	19.9	0.0	25.0
PA 3, Delaware Co	496	13.8	13.8	13.0	8.6	15.7	19.1	0.0	25.0
PA 4, Montgomery Co	1,241	34.8	35.1	34.0	41.4	32.5	33.8	50.0	0.0
PA 5, Philadelphia Co	347	9.8	8.3	11.7	24.3	13.3	11.8	16.7	0.0
All	3,568	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, Philadelphia area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Philadelphia area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Philadelphia area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, Philadelphia area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, Philadelphia area

	All	First-gen known	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
Count of purchased students
PA 1, Bucks Co	1,075	1,059	81	180	798
PA 2, Chester Co	1,104	1,090	56	127	907
PA 3, Delaware Co	715	705	62	126	517
PA 4, Montgomery Co	1,715	1,680	91	253	1,336
PA 5, Philadelphia Co	802	776	152	204	420
All	5,411	5,310	442	890	3,979
Purchased students by geomarket
PA 1, Bucks Co	1,075	100	7.6	17.0	75.4
PA 2, Chester Co	1,104	100	5.1	11.7	83.2
PA 3, Delaware Co	715	100	8.8	17.9	73.3
PA 4, Montgomery Co	1,715	100	5.4	15.1	79.5
PA 5, Philadelphia Co	802	100	19.6	26.3	54.1
All	5,411	100	8.3	16.8	74.9
Purchased students by first-generation status
PA 1, Bucks Co	1,075	19.9	18.3	20.2	20.1
PA 2, Chester Co	1,104	20.5	12.7	14.3	22.8
PA 3, Delaware Co	715	13.3	14.0	14.2	13.0
PA 4, Montgomery Co	1,715	31.6	20.6	28.4	33.6
PA 5, Philadelphia Co	802	14.6	34.4	22.9	10.6
All	5,411	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
PA 1, Bucks Co	519	512	21	56	435
PA 2, Chester Co	525	517	17	38	462
PA 3, Delaware Co	359	358	18	41	299
PA 4, Montgomery Co	810	795	27	95	673
PA 5, Philadelphia Co	336	332	46	81	205
All	2,549	2,514	129	311	2,075
Purchased students by geomarket
PA 1, Bucks Co	519	100	4.1	10.9	85.0
PA 2, Chester Co	525	100	3.3	7.4	89.4
PA 3, Delaware Co	359	100	5.0	11.5	83.5
PA 4, Montgomery Co	810	100	3.4	11.9	84.7
PA 5, Philadelphia Co	336	100	13.9	24.4	61.7
All	2,549	100	5.1	12.4	82.5
Purchased students by first-generation status
PA 1, Bucks Co	519	20.4	16.3	18.0	21.0
PA 2, Chester Co	525	20.6	13.2	12.2	22.3
PA 3, Delaware Co	359	14.2	14.0	13.2	14.4
PA 4, Montgomery Co	810	31.6	20.9	30.5	32.4
PA 5, Philadelphia Co	336	13.2	35.7	26.0	9.9
All	2,549	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
PA 1, Bucks Co	615	609	17	46	546
PA 2, Chester Co	869	862	13	30	819
PA 3, Delaware Co	496	493	15	35	443
PA 4, Montgomery Co	1,241	1,226	32	85	1,109
PA 5, Philadelphia Co	347	343	31	36	276
All	3,568	3,533	108	232	3,194
Purchased students by geomarket
PA 1, Bucks Co	615	100	2.8	7.6	89.7
PA 2, Chester Co	869	100	1.5	3.5	95.0
PA 3, Delaware Co	496	100	3.0	7.1	89.9
PA 4, Montgomery Co	1,241	100	2.6	6.9	90.5
PA 5, Philadelphia Co	347	100	9.0	10.5	80.5
All	3,568	100	3.1	6.6	90.4
Purchased students by first-generation status
PA 1, Bucks Co	615	17.2	15.7	19.8	17.1
PA 2, Chester Co	869	24.4	12.0	12.9	25.6
PA 3, Delaware Co	496	14.0	13.9	15.1	13.9
PA 4, Montgomery Co	1,241	34.7	29.6	36.6	34.7
PA 5, Philadelphia Co	347	9.7	28.7	15.5	8.6
All	3,568	100	100	100	100

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Philadelphia area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180.

Research question 2

First-generation status by race for Philadelphia area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260.

Research question 2

First-generation status by race for Philadelphia area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

First-generation status by race for Philadelphia area Geomarkets

	All	No college	Some college	Not first-gen
Order 448922, PSAT score 1070 - 1180
All
All	5,057	8.3	16.6	75.1
PA 1, Bucks Co	1,026	7.7	17.1	75.2
PA 2, Chester Co	1,020	5.1	11.9	83.0
PA 3, Delaware Co	658	8.5	17.2	74.3
PA 4, Montgomery Co	1,602	5.4	14.5	80.1
PA 5, Philadelphia Co	751	19.7	26.5	53.8
Asian
All	399	18.3	16.8	64.9
PA 1, Bucks Co	66	9.1	16.7	74.2
PA 2, Chester Co	57	5.3	15.8	78.9
PA 3, Delaware Co	38	23.7	5.3	71.1
PA 4, Montgomery Co	130	12.3	18.5	69.2
PA 5, Philadelphia Co	108	36.1	19.4	44.4
Black/African American
All	321	8.1	22.7	69.2
PA 1, Bucks Co	16	0.0	31.2	68.8
PA 2, Chester Co	28	3.6	10.7	85.7
PA 3, Delaware Co	38	0.0	34.2	65.8
PA 4, Montgomery Co	99	8.1	16.2	75.8
PA 5, Philadelphia Co	140	12.1	25.7	62.1
Hispanic/Latino
All	358	19.3	22.3	58.4
PA 1, Bucks Co	52	19.2	19.2	61.5
PA 2, Chester Co	69	27.5	17.4	55.1
PA 3, Delaware Co	26	7.7	15.4	76.9
PA 4, Montgomery Co	110	11.8	16.4	71.8
PA 5, Philadelphia Co	101	24.8	35.6	39.6
White
All	3,765	6.2	15.2	78.6
PA 1, Bucks Co	859	7.0	16.4	76.6
PA 2, Chester Co	821	3.4	11.1	85.5
PA 3, Delaware Co	525	8.2	16.2	75.6
PA 4, Montgomery Co	1,193	3.6	13.5	82.9
PA 5, Philadelphia Co	367	16.6	25.6	57.8
Two or More Races, Non-Hispanic
All	193	8.3	22.8	68.9
PA 1, Bucks Co	29	6.9	24.1	69.0
PA 2, Chester Co	40	2.5	15.0	82.5
PA 3, Delaware Co	25	8.0	28.0	64.0
PA 4, Montgomery Co	65	7.7	18.5	73.8
PA 5, Philadelphia Co	34	17.6	35.3	47.1
American Indian/Alaska Native
All	15	6.7	20.0	73.3
PA 1, Bucks Co	2	0.0	0.0	100.0
PA 2, Chester Co	4	0.0	0.0	100.0
PA 3, Delaware Co	4	0.0	50.0	50.0
PA 4, Montgomery Co	5	20.0	20.0	60.0
Native Hawaiian/Pacific Islander
All	6	16.7	16.7	66.7
PA 1, Bucks Co	2	50.0	50.0	0.0
PA 2, Chester Co	1	0.0	0.0	100.0
PA 3, Delaware Co	2	0.0	0.0	100.0
PA 5, Philadelphia Co	1	0.0	0.0	100.0
Order 448427, PSAT score 1190 - 1260
All
All	2,426	5.2	12.2	82.6
PA 1, Bucks Co	503	4.2	10.7	85.1
PA 2, Chester Co	484	3.1	6.6	90.3
PA 3, Delaware Co	351	4.8	11.4	83.8
PA 4, Montgomery Co	762	3.5	11.9	84.5
PA 5, Philadelphia Co	326	13.8	24.5	61.7
Asian
All	271	13.7	14.8	71.6
PA 1, Bucks Co	35	8.6	5.7	85.7
PA 2, Chester Co	44	6.8	2.3	90.9
PA 3, Delaware Co	41	14.6	14.6	70.7
PA 4, Montgomery Co	88	8.0	15.9	76.1
PA 5, Philadelphia Co	63	28.6	27.0	44.4
Black/African American
All	100	4.0	24.0	72.0
PA 1, Bucks Co	6	0.0	33.3	66.7
PA 2, Chester Co	6	0.0	33.3	66.7
PA 3, Delaware Co	12	0.0	16.7	83.3
PA 4, Montgomery Co	29	0.0	20.7	79.3
PA 5, Philadelphia Co	47	8.5	25.5	66.0
Hispanic/Latino
All	135	8.1	17.0	74.8
PA 1, Bucks Co	23	4.3	13.0	82.6
PA 2, Chester Co	24	8.3	8.3	83.3
PA 3, Delaware Co	11	0.0	9.1	90.9
PA 4, Montgomery Co	46	4.3	13.0	82.6
PA 5, Philadelphia Co	31	19.4	35.5	45.2
White
All	1,806	3.5	10.7	85.8
PA 1, Bucks Co	420	3.8	10.0	86.2
PA 2, Chester Co	386	2.1	6.2	91.7
PA 3, Delaware Co	271	3.7	10.3	86.0
PA 4, Montgomery Co	562	2.8	11.2	85.9
PA 5, Philadelphia Co	167	7.8	22.2	70.1
Two or More Races, Non-Hispanic
All	110	6.4	13.6	80.0
PA 1, Bucks Co	19	5.3	26.3	68.4
PA 2, Chester Co	22	4.5	9.1	86.4
PA 3, Delaware Co	16	6.2	18.8	75.0
PA 4, Montgomery Co	36	2.8	5.6	91.7
PA 5, Philadelphia Co	17	17.6	17.6	64.7
American Indian/Alaska Native
All	4	75.0	25.0	0.0
PA 2, Chester Co	2	50.0	50.0	0.0
PA 4, Montgomery Co	1	100.0	0.0	0.0
PA 5, Philadelphia Co	1	100.0	0.0	0.0
Order 448440, PSAT score 1270 - 1520
All
All	3,432	3.1	6.5	90.4
PA 1, Bucks Co	596	2.9	7.6	89.6
PA 2, Chester Co	834	1.6	3.6	94.8
PA 3, Delaware Co	475	3.2	7.2	89.7
PA 4, Montgomery Co	1,191	2.6	6.7	90.7
PA 5, Philadelphia Co	336	9.2	10.1	80.7
Asian
All	797	6.4	7.9	85.7
PA 1, Bucks Co	115	6.1	5.2	88.7
PA 2, Chester Co	213	2.8	2.8	94.4
PA 3, Delaware Co	104	7.7	11.5	80.8
PA 4, Montgomery Co	272	3.7	8.8	87.5
PA 5, Philadelphia Co	93	21.5	16.1	62.4
Black/African American
All	67	4.5	13.4	82.1
PA 1, Bucks Co	8	0.0	0.0	100.0
PA 2, Chester Co	10	10.0	0.0	90.0
PA 3, Delaware Co	6	0.0	16.7	83.3
PA 4, Montgomery Co	27	0.0	18.5	81.5
PA 5, Philadelphia Co	16	12.5	18.8	68.8
Hispanic/Latino
All	166	3.0	11.4	85.5
PA 1, Bucks Co	20	5.0	15.0	80.0
PA 2, Chester Co	44	4.5	9.1	86.4
PA 3, Delaware Co	26	3.8	11.5	84.6
PA 4, Montgomery Co	54	0.0	9.3	90.7
PA 5, Philadelphia Co	22	4.5	18.2	77.3
White
All	2,256	1.8	5.4	92.9
PA 1, Bucks Co	428	1.6	8.2	90.2
PA 2, Chester Co	539	0.7	3.3	95.9
PA 3, Delaware Co	312	1.3	5.4	93.3
PA 4, Montgomery Co	789	2.4	5.1	92.5
PA 5, Philadelphia Co	188	3.2	5.9	91.0
Two or More Races, Non-Hispanic
All	136	5.1	8.1	86.8
PA 1, Bucks Co	21	4.8	4.8	90.5
PA 2, Chester Co	27	0.0	7.4	92.6
PA 3, Delaware Co	26	7.7	3.8	88.5
PA 4, Montgomery Co	46	4.3	13.0	82.6
PA 5, Philadelphia Co	16	12.5	6.2	81.2
American Indian/Alaska Native
All	6	0.0	0.0	100.0
PA 1, Bucks Co	2	0.0	0.0	100.0
PA 4, Montgomery Co	3	0.0	0.0	100.0
PA 5, Philadelphia Co	1	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	4	25.0	0.0	75.0
PA 1, Bucks Co	2	50.0	0.0	50.0
PA 2, Chester Co	1	0.0	0.0	100.0
PA 3, Delaware Co	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, Philadelphia area

Fullscreen

Figure Notes:
- Order number 448922 (ordered 1/9/2019): HS class 2020; selected Geomarkets; PSAT 1070 - 1180. Order number 448427 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1190 - 1260. Order number 448440 (ordered 1/8/2019): HS class 2020; selected Geomarkets; PSAT 1270 - 1520.

San Diego area

Research question 1

Racial/ethnic composition of San Diego area Geomarkets

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic

Research question 1

Socioeconomic characteristics of San Diego area Geomarkets

Figure Notes:
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of San Diego area Geomarkets over time

	1980					2000					2020
	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	82.2	12.7	79.4	86.9	89.9	67.9	17.6	58.7	72.1	81.7	54.4	18.1	43.7	53.9	68.7
CA30, South San Diego Co (w/o San Diego)	69.5	24.2	55.7	79.5	89.1	46.5	27.5	21.9	45.3	73.5	37.8	26.0	12.5	33.4	64.3
CA31, City of San Diego	73.8	23.8	69.2	82.9	89.8	55.1	27.8	36.6	62.7	78.3	48.1	23.9	28.2	51.3	67.9
% Black, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	1.8	3.5	0.3	0.6	1.4	2.3	2.2	0.7	1.6	2.9	2.5	3.1	0.5	1.6	3.2
CA30, South San Diego Co (w/o San Diego)	4.3	10.9	0.7	1.5	3.3	5.7	7.1	1.8	3.7	6.4	5.1	5.6	1.2	3.3	6.6
CA31, City of San Diego	7.0	12.8	1.0	2.3	6.8	7.5	8.8	1.6	4.4	10.2	6.3	6.5	1.7	4.1	8.8
% Hispanic
CA29, North San Diego Co (w/o San Diego)	11.9	8.6	6.1	9.3	14.2	20.3	17.0	8.6	13.7	25.8	27.7	19.0	12.6	23.5	37.6
CA30, South San Diego Co (w/o San Diego)	19.9	17.9	7.3	13.6	25.9	34.7	22.6	14.4	30.6	49.3	42.8	23.9	22.1	40.4	61.0
CA31, City of San Diego	13.1	14.7	5.7	8.4	13.9	22.3	20.3	8.6	14.1	27.9	27.2	19.6	13.1	21.3	35.6
% API, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	6.2	6.7	2.6	4.2	6.5	10.2	10.6	3.2	6.9	12.1
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	9.5	11.6	2.9	4.8	9.9	10.2	10.7	3.6	6.7	12.3
CA31, City of San Diego	NA	NA	NA	NA	NA	11.4	12.7	3.4	6.3	13.2	13.9	14.3	4.5	8.7	17.6
% Native, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	0.7	1.8	0.2	0.4	0.6	0.6	2.8	0.0	0.0	0.3
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	0.6	1.2	0.2	0.4	0.6	0.3	1.3	0.0	0.0	0.2
CA31, City of San Diego	NA	NA	NA	NA	NA	0.4	0.3	0.2	0.4	0.5	0.3	0.7	0.0	0.0	0.3
% Two+, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	2.5	0.9	1.8	2.4	3.0	4.4	3.1	2.3	3.8	6.0
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	2.9	1.2	2.1	2.7	3.7	3.6	2.8	1.5	3.0	5.1
CA31, City of San Diego	NA	NA	NA	NA	NA	3.1	1.2	2.3	3.0	3.9	4.0	2.8	1.8	3.4	5.6
Median income
CA29, North San Diego Co (w/o San Diego)	88.0	28.0	68.0	86.0	105.0	115.0	47.0	83.0	107.0	133.0	124.0	45.0	92.0	119.0	144.0
CA30, South San Diego Co (w/o San Diego)	81.0	29.0	58.0	77.0	94.0	90.0	35.0	65.0	87.0	109.0	99.0	37.0	68.0	96.0	126.0
CA31, City of San Diego	80.0	35.0	54.0	72.0	96.0	93.0	45.0	62.0	83.0	116.0	105.0	43.0	78.0	98.0	126.0
Mean income
CA29, North San Diego Co (w/o San Diego)	107.0	45.0	81.0	99.0	122.0	141.0	62.0	103.0	127.0	160.0	153.0	57.0	114.0	144.0	177.0
CA30, South San Diego Co (w/o San Diego)	96.0	45.0	73.0	89.0	102.0	111.0	44.0	80.0	102.0	131.0	121.0	44.0	85.0	115.0	146.0
CA31, City of San Diego	97.0	50.0	68.0	88.0	109.0	118.0	57.0	80.0	99.0	137.0	133.0	55.0	95.0	121.0	156.0
% in poverty
CA29, North San Diego Co (w/o San Diego)	9.6	5.5	5.6	8.7	11.8	7.0	5.0	3.4	5.8	9.1	7.6	6.0	3.6	6.2	10.3
CA30, South San Diego Co (w/o San Diego)	10.7	6.1	6.2	9.5	14.6	10.8	8.0	4.7	8.1	15.7	11.1	7.9	4.9	9.5	15.5
CA31, City of San Diego	11.9	8.6	5.9	9.1	15.9	12.4	10.2	5.2	9.5	16.3	10.9	8.0	5.1	8.4	13.9
% with BA+
CA29, North San Diego Co (w/o San Diego)	22.0	14.0	12.0	17.4	28.0	31.8	18.5	16.7	26.6	44.6	41.0	19.6	25.4	35.6	57.6
CA30, South San Diego Co (w/o San Diego)	15.1	9.9	8.6	11.4	19.6	20.3	13.8	9.2	15.7	28.9	28.7	16.4	15.5	24.8	39.8
CA31, City of San Diego	23.9	15.0	12.8	20.7	32.9	32.5	19.9	15.7	30.1	48.4	46.0	21.2	28.8	49.1	62.6

Table Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 1

Racial/ethnic and socioeconomic characteristics of San Diego area Geomarkets over time

Fullscreen

Figure Notes:
- Race/ethnicity categories not available in 1980 Census: Asian, non-Hispanic; Two+ races, non-Hispanic; NHPI, non-Hispanic; AIAN non-Hispanic
- Household income measured using 2024 CPI

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, San Diego area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, San Diego area

Figure Notes:
- Excludes students with missing values for race. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, San Diego area

Figure Notes:
- Excludes students with missing values for race. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by Racial/ethnic group, San Diego area

Figure Notes:
- Excludes students with missing values for race. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Racial/ethnic composition of purchased student profiles by Geomarket, San Diego area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	2,649	2,556	1,204	321	43	732	227	13	16
CA30, South San Diego Co (w/o San Diego)	1,523	1,464	345	207	45	751	108	3	5
CA31, City of San Diego	1,372	1,308	467	230	51	432	110	6	12
All	5,544	5,328	2,016	758	139	1,915	445	22	33
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	2,649	100	47.1	12.6	1.7	28.6	8.9	0.5	0.6
CA30, South San Diego Co (w/o San Diego)	1,523	100	23.6	14.1	3.1	51.3	7.4	0.2	0.3
CA31, City of San Diego	1,372	100	35.7	17.6	3.9	33.0	8.4	0.5	0.9
All	5,544	100	37.8	14.2	2.6	35.9	8.4	0.4	0.6
Purchased students by racial/ethnic group
CA29, North San Diego Co (w/o San Diego)	2,649	48.0	59.7	42.3	30.9	38.2	51.0	59.1	48.5
CA30, South San Diego Co (w/o San Diego)	1,523	27.5	17.1	27.3	32.4	39.2	24.3	13.6	15.2
CA31, City of San Diego	1,372	24.5	23.2	30.3	36.7	22.6	24.7	27.3	36.4
All	5,544	100	100	100	100	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	1,655	1,568	755	335	25	293	147	7	6
CA30, South San Diego Co (w/o San Diego)	681	660	171	148	10	252	71	4	4
CA31, City of San Diego	795	755	334	133	15	187	83	2	1
All	3,131	2,983	1,260	616	50	732	301	13	11
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,655	100	48.2	21.4	1.6	18.7	9.4	0.4	0.4
CA30, South San Diego Co (w/o San Diego)	681	100	25.9	22.4	1.5	38.2	10.8	0.6	0.6
CA31, City of San Diego	795	100	44.2	17.6	2.0	24.8	11.0	0.3	0.1
All	3,131	100	42.2	20.7	1.7	24.5	10.1	0.4	0.4
Purchased students by racial/ethnic group
CA29, North San Diego Co (w/o San Diego)	1,655	52.6	59.9	54.4	50.0	40.0	48.8	53.8	54.5
CA30, South San Diego Co (w/o San Diego)	681	22.1	13.6	24.0	20.0	34.4	23.6	30.8	36.4
CA31, City of San Diego	795	25.3	26.5	21.6	30.0	25.5	27.6	15.4	9.1
All	3,131	100	100	100	100	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	1,611	1,531	657	550	7	180	131	5	1
CA30, South San Diego Co (w/o San Diego)	382	367	139	94	2	101	31	0	0
CA31, City of San Diego	594	560	273	160	2	66	57	1	1
All	2,587	2,458	1,069	804	11	347	219	6	2
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,611	100	42.9	35.9	0.5	11.8	8.6	0.3	0.1
CA30, South San Diego Co (w/o San Diego)	382	100	37.9	25.6	0.5	27.5	8.4	0.0	0.0
CA31, City of San Diego	594	100	48.8	28.6	0.4	11.8	10.2	0.2	0.2
All	2,587	100	43.5	32.7	0.4	14.1	8.9	0.2	0.1
Purchased students by racial/ethnic group
CA29, North San Diego Co (w/o San Diego)	1,611	62.3	61.5	68.4	63.6	51.9	59.8	83.3	50.0
CA30, South San Diego Co (w/o San Diego)	382	14.9	13.0	11.7	18.2	29.1	14.2	0.0	0.0
CA31, City of San Diego	594	22.8	25.5	19.9	18.2	19.0	26.0	16.7	50.0
All	2,587	100	100	100	100	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status composition of purchased student profiles by Geomarket, San Diego area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, San Diego area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, San Diego area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

Geomarket contribution to purchased student profiles by First-generation status group, San Diego area

Figure Notes:
- Excludes students with missing values for firstgen. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status of purchased student profiles by Geomarket, San Diego area

	All	First-gen known	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	2,649	2,593	313	550	1,730
CA30, South San Diego Co (w/o San Diego)	1,523	1,471	212	416	843
CA31, City of San Diego	1,372	1,313	200	273	840
All	5,544	5,377	725	1,239	3,414
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	2,649	100	12.1	21.2	66.7
CA30, South San Diego Co (w/o San Diego)	1,523	100	14.4	28.3	57.3
CA31, City of San Diego	1,372	100	15.2	20.8	64.0
All	5,544	100	13.5	23.0	63.5
Purchased students by first-generation status
CA29, North San Diego Co (w/o San Diego)	2,649	48.2	43.2	44.4	50.7
CA30, South San Diego Co (w/o San Diego)	1,523	27.4	29.2	33.6	24.7
CA31, City of San Diego	1,372	24.4	27.6	22.0	24.6
All	5,544	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	1,655	1,601	68	235	1,298
CA30, South San Diego Co (w/o San Diego)	681	651	48	129	474
CA31, City of San Diego	795	749	64	125	560
All	3,131	3,001	180	489	2,333
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,655	100	4.2	14.7	81.1
CA30, South San Diego Co (w/o San Diego)	681	100	7.4	19.8	72.8
CA31, City of San Diego	795	100	8.5	16.7	74.8
All	3,131	100	6.0	16.3	77.7
Purchased students by first-generation status
CA29, North San Diego Co (w/o San Diego)	1,655	53.3	37.8	48.1	55.7
CA30, South San Diego Co (w/o San Diego)	681	21.7	26.7	26.4	20.3
CA31, City of San Diego	795	25.0	35.6	25.6	24.0
All	3,131	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	1,611	1,569	35	104	1,430
CA30, South San Diego Co (w/o San Diego)	382	357	19	44	294
CA31, City of San Diego	594	563	25	62	476
All	2,587	2,489	79	210	2,201
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,611	100	2.2	6.6	91.1
CA30, South San Diego Co (w/o San Diego)	382	100	5.3	12.3	82.4
CA31, City of San Diego	594	100	4.4	11.0	84.5
All	2,587	100	3.2	8.4	88.4
Purchased students by first-generation status
CA29, North San Diego Co (w/o San Diego)	1,611	63.0	44.3	49.5	65.0
CA30, South San Diego Co (w/o San Diego)	382	14.3	24.1	21.0	13.4
CA31, City of San Diego	594	22.6	31.6	29.5	21.6
All	2,587	100	100	100	100

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for San Diego area Geomarkets, PSAT score 1070 - 1180

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180.

Research question 2

First-generation status by race for San Diego area Geomarkets, PSAT score 1190 - 1260

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260.

Research question 2

First-generation status by race for San Diego area Geomarkets, PSAT score 1270 - 1520

Figure Notes:.
- Excludes students who have missing values for race or parental education. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

First-generation status by race for San Diego area Geomarkets

	All	No college	Some college	Not first-gen
Orders 448375 & 546954, PSAT score 1070 - 1180
All
All	5,204	13.6	23.1	63.3
CA29, North San Diego Co (w/o San Diego)	2,518	12.0	21.4	66.6
CA30, South San Diego Co (w/o San Diego)	1,423	14.8	27.9	57.3
CA31, City of San Diego	1,263	15.3	21.1	63.7
Asian
All	736	12.1	24.3	63.6
CA29, North San Diego Co (w/o San Diego)	317	8.8	18.9	72.2
CA30, South San Diego Co (w/o San Diego)	200	7.5	30.0	62.5
CA31, City of San Diego	219	21.0	26.9	52.1
Black/African American
All	136	17.6	25.0	57.4
CA29, North San Diego Co (w/o San Diego)	41	7.3	19.5	73.2
CA30, South San Diego Co (w/o San Diego)	44	4.5	29.5	65.9
CA31, City of San Diego	51	37.3	25.5	37.3
Hispanic/Latino
All	1,865	24.5	26.9	48.6
CA29, North San Diego Co (w/o San Diego)	721	26.6	24.7	48.7
CA30, South San Diego Co (w/o San Diego)	728	22.0	29.7	48.4
CA31, City of San Diego	416	25.2	25.7	49.0
White
All	1,976	5.4	17.3	77.3
CA29, North San Diego Co (w/o San Diego)	1,187	5.1	18.4	76.4
CA30, South San Diego Co (w/o San Diego)	337	8.6	20.2	71.2
CA31, City of San Diego	452	3.8	12.2	84.1
Two or More Races, Non-Hispanic
All	438	5.7	28.3	66.0
CA29, North San Diego Co (w/o San Diego)	224	6.2	27.2	66.5
CA30, South San Diego Co (w/o San Diego)	106	4.7	34.0	61.3
CA31, City of San Diego	108	5.6	25.0	69.4
American Indian/Alaska Native
All	20	15.0	20.0	65.0
CA29, North San Diego Co (w/o San Diego)	12	25.0	25.0	50.0
CA30, South San Diego Co (w/o San Diego)	3	0.0	0.0	100.0
CA31, City of San Diego	5	0.0	20.0	80.0
Native Hawaiian/Pacific Islander
All	33	6.1	51.5	42.4
CA29, North San Diego Co (w/o San Diego)	16	12.5	56.2	31.2
CA30, South San Diego Co (w/o San Diego)	5	0.0	80.0	20.0
CA31, City of San Diego	12	0.0	33.3	66.7
Orders 448420 & 546946, PSAT score 1190 - 1260
All
All	2,878	6.0	16.3	77.7
CA29, North San Diego Co (w/o San Diego)	1,526	4.3	14.7	81.0
CA30, South San Diego Co (w/o San Diego)	636	7.4	19.8	72.8
CA31, City of San Diego	716	8.5	16.6	74.9
Asian
All	597	7.0	17.8	75.2
CA29, North San Diego Co (w/o San Diego)	326	2.8	15.0	82.2
CA30, South San Diego Co (w/o San Diego)	143	2.8	19.6	77.6
CA31, City of San Diego	128	22.7	22.7	54.7
Black/African American
All	47	10.6	19.1	70.2
CA29, North San Diego Co (w/o San Diego)	24	0.0	12.5	87.5
CA30, South San Diego Co (w/o San Diego)	9	22.2	11.1	66.7
CA31, City of San Diego	14	21.4	35.7	42.9
Hispanic/Latino
All	712	11.5	21.9	66.6
CA29, North San Diego Co (w/o San Diego)	286	12.6	19.9	67.5
CA30, South San Diego Co (w/o San Diego)	243	11.9	24.7	63.4
CA31, City of San Diego	183	9.3	21.3	69.4
White
All	1,216	2.8	11.9	85.3
CA29, North San Diego Co (w/o San Diego)	737	2.3	11.5	86.2
CA30, South San Diego Co (w/o San Diego)	168	4.2	18.5	77.4
CA31, City of San Diego	311	3.2	9.3	87.5
Two or More Races, Non-Hispanic
All	284	2.8	17.3	79.9
CA29, North San Diego Co (w/o San Diego)	141	1.4	19.9	78.7
CA30, South San Diego Co (w/o San Diego)	66	6.1	7.6	86.4
CA31, City of San Diego	77	2.6	20.8	76.6
American Indian/Alaska Native
All	12	8.3	33.3	58.3
CA29, North San Diego Co (w/o San Diego)	6	0.0	33.3	66.7
CA30, South San Diego Co (w/o San Diego)	4	25.0	25.0	50.0
CA31, City of San Diego	2	0.0	50.0	50.0
Native Hawaiian/Pacific Islander
All	10	10.0	10.0	80.0
CA29, North San Diego Co (w/o San Diego)	6	16.7	16.7	66.7
CA30, South San Diego Co (w/o San Diego)	3	0.0	0.0	100.0
CA31, City of San Diego	1	0.0	0.0	100.0
Orders 448374 & 546945, PSAT score 1270 - 1520
All
All	2,389	3.1	8.5	88.3
CA29, North San Diego Co (w/o San Diego)	1,501	2.2	6.7	91.1
CA30, South San Diego Co (w/o San Diego)	348	4.9	12.4	82.8
CA31, City of San Diego	540	4.6	11.1	84.3
Asian
All	786	3.7	8.1	88.2
CA29, North San Diego Co (w/o San Diego)	539	1.7	5.0	93.3
CA30, South San Diego Co (w/o San Diego)	94	2.1	10.6	87.2
CA31, City of San Diego	153	11.8	17.6	70.6
Black/African American
All	10	0.0	10.0	90.0
CA29, North San Diego Co (w/o San Diego)	7	0.0	14.3	85.7
CA30, South San Diego Co (w/o San Diego)	2	0.0	0.0	100.0
CA31, City of San Diego	1	0.0	0.0	100.0
Hispanic/Latino
All	329	7.3	12.5	80.2
CA29, North San Diego Co (w/o San Diego)	178	6.2	10.7	83.1
CA30, South San Diego Co (w/o San Diego)	90	10.0	16.7	73.3
CA31, City of San Diego	61	6.6	11.5	82.0
White
All	1,044	1.7	7.6	90.7
CA29, North San Diego Co (w/o San Diego)	643	1.6	6.5	91.9
CA30, South San Diego Co (w/o San Diego)	133	3.8	11.3	85.0
CA31, City of San Diego	268	1.1	8.2	90.7
Two or More Races, Non-Hispanic
All	212	1.9	8.5	89.6
CA29, North San Diego Co (w/o San Diego)	128	2.3	8.6	89.1
CA30, South San Diego Co (w/o San Diego)	29	3.4	10.3	86.2
CA31, City of San Diego	55	0.0	7.3	92.7
American Indian/Alaska Native
All	6	0.0	16.7	83.3
CA29, North San Diego Co (w/o San Diego)	5	0.0	20.0	80.0
CA31, City of San Diego	1	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
All	2	0.0	0.0	100.0
CA29, North San Diego Co (w/o San Diego)	1	0.0	0.0	100.0
CA31, City of San Diego	1	0.0	0.0	100.0

Figure Notes:
- Excludes students who have missing values for race or parental education. Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

Research question 2

Purchased student profiles by racial/ethnic composition and first-generation status, San Diego area

Fullscreen

Figure Notes:
- Order number 448375 (ordered 1/8/2019): HS class 2020; State = CA; PSAT 1070 - 1180. Order number 546954 (ordered 1/6/2020): HS class 2021; State = CA; PSAT 1070 - 1180. Order number 448420 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1190 - 1260. Order number 546946 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1190 - 1260. Order number 448374 (ordered 1/8/2019): HS class 2020 OR 2021; State = CA; PSAT 1270 - 1520. Order number 546945 (ordered 1/6/2020): HS class 2021 OR 2022; State = CA; PSAT 1270 - 1520.

AI/AN students

Chicago area

Chicago area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Chicago area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Chicago area (AI/AN)

First-generation status of purchased student profiles by Geomarket, Chicago area

	All	First-gen known	No college	Some college	Not first-gen
Order 487927, SAT score 1040 - 1600
Count of purchased students
IL 7, Chain of Lakes	60	58	23	18	17
IL 8, Northwest Suburbs	38	38	16	9	13
IL 9, North Shore	10	10	1	2	7
IL10, Evanston & Skokie	29	29	10	2	17
IL11, City of Chicago	203	201	104	52	45
IL12, Western Suburbs	145	143	44	38	61
IL13, South & Southwest Suburbs	147	144	49	47	48
All	632	623	247	168	209
Purchased students by geomarket
IL 7, Chain of Lakes	60	100	39.7	31.0	29.3
IL 8, Northwest Suburbs	38	100	42.1	23.7	34.2
IL 9, North Shore	10	100	10.0	20.0	70.0
IL10, Evanston & Skokie	29	100	34.5	6.9	58.6
IL11, City of Chicago	203	100	51.7	25.9	22.4
IL12, Western Suburbs	145	100	30.8	26.6	42.7
IL13, South & Southwest Suburbs	147	100	34.0	32.6	33.3
All	632	100	39.6	27.0	33.5
Purchased students by first-generation status
IL 7, Chain of Lakes	60	9.3	9.3	10.7	8.2
IL 8, Northwest Suburbs	38	6.1	6.5	5.4	6.2
IL 9, North Shore	10	1.6	0.4	1.2	3.4
IL10, Evanston & Skokie	29	4.7	4.0	1.2	8.2
IL11, City of Chicago	203	32.3	42.1	31.0	21.6
IL12, Western Suburbs	145	23.0	17.8	22.6	29.3
IL13, South & Southwest Suburbs	147	23.1	19.8	28.0	23.1
All	632	100	100	100	100

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Chicago area (AI/AN)

Racial composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for race. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Chicago area (AI/AN)

Racial/ethnic composition of purchased student profiles by Geomarket, Chicago area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 487927, SAT score 1040 - 1600
Count of purchased students
IL 7, Chain of Lakes	60	60	0	0	0	41	16	3	0
IL 8, Northwest Suburbs	38	37	1	0	0	25	10	1	0
IL 9, North Shore	10	10	0	0	0	4	4	2	0
IL10, Evanston & Skokie	29	29	0	0	0	18	5	6	0
IL11, City of Chicago	203	202	0	0	0	179	21	2	0
IL12, Western Suburbs	145	144	0	0	0	94	40	10	0
IL13, South & Southwest Suburbs	147	145	0	0	0	83	53	9	0
All	632	627	1	0	0	444	149	33	0
Purchased students by geomarket
IL 7, Chain of Lakes	60	100	0.0	0.0	0.0	68.3	26.7	5.0	0.0
IL 8, Northwest Suburbs	38	100	2.7	0.0	0.0	67.6	27.0	2.7	0.0
IL 9, North Shore	10	100	0.0	0.0	0.0	40.0	40.0	20.0	0.0
IL10, Evanston & Skokie	29	100	0.0	0.0	0.0	62.1	17.2	20.7	0.0
IL11, City of Chicago	203	100	0.0	0.0	0.0	88.6	10.4	1.0	0.0
IL12, Western Suburbs	145	100	0.0	0.0	0.0	65.3	27.8	6.9	0.0
IL13, South & Southwest Suburbs	147	100	0.0	0.0	0.0	57.2	36.6	6.2	0.0
All	632	100	0.2	0.0	0.0	70.8	23.8	5.3	0.0
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	60	9.6	0.0	NA	NA	9.2	10.7	9.1	NA
IL 8, Northwest Suburbs	38	5.9	100.0	NA	NA	5.6	6.7	3.0	NA
IL 9, North Shore	10	1.6	0.0	NA	NA	0.9	2.7	6.1	NA
IL10, Evanston & Skokie	29	4.6	0.0	NA	NA	4.1	3.4	18.2	NA
IL11, City of Chicago	203	32.2	0.0	NA	NA	40.3	14.1	6.1	NA
IL12, Western Suburbs	145	23.0	0.0	NA	NA	21.2	26.8	30.3	NA
IL13, South & Southwest Suburbs	147	23.1	0.0	NA	NA	18.7	35.6	27.3	NA
All	632	100	100	0	0	100	100	100	0

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Chicago area (AI/AN)

Purchased AI/AN student profiles by racial/ethnic composition and first-generation status

Fullscreen

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Dallas area

Dallas area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Dallas area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Dallas area (AI/AN)

First-generation status of purchased student profiles by Geomarket, Dallas area

	All	First-gen known	No college	Some college	Not first-gen
Order 487927, SAT score 1040 - 1600
Count of purchased students
TX19, City of Dallas	94	94	52	20	22
TX20, City of Fort Worth	62	61	19	16	26
TX21, Irving, Arlington, & Grand Prairie	139	139	76	33	30
TX22, Dallas Co (w/o City of Dallas)	95	94	43	24	27
TX23, Collin & Rockwall Co	138	137	17	24	96
TX24, West of Dallas/Ft. Worth Metroplex	152	151	20	38	93
All	680	676	227	155	295
Purchased students by geomarket
TX19, City of Dallas	94	100	55.3	21.3	23.4
TX20, City of Fort Worth	62	100	31.1	26.2	42.6
TX21, Irving, Arlington, & Grand Prairie	139	100	54.7	23.7	21.6
TX22, Dallas Co (w/o City of Dallas)	95	100	45.7	25.5	28.7
TX23, Collin & Rockwall Co	138	100	12.4	17.5	70.1
TX24, West of Dallas/Ft. Worth Metroplex	152	100	13.2	25.2	61.6
All	680	100	33.6	22.9	43.6
Purchased students by first-generation status
TX19, City of Dallas	94	13.9	22.9	12.9	7.5
TX20, City of Fort Worth	62	9.0	8.4	10.3	8.8
TX21, Irving, Arlington, & Grand Prairie	139	20.6	33.5	21.3	10.2
TX22, Dallas Co (w/o City of Dallas)	95	13.9	18.9	15.5	9.2
TX23, Collin & Rockwall Co	138	20.3	7.5	15.5	32.7
TX24, West of Dallas/Ft. Worth Metroplex	152	22.3	8.8	24.5	31.6
All	680	100	100	100	100

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Dallas area (AI/AN)

Racial composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for race. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Dallas area (AI/AN)

Racial/ethnic composition of purchased student profiles by Geomarket, Dallas area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 487927, SAT score 1040 - 1600
Count of purchased students
TX19, City of Dallas	94	94	0	0	0	79	14	1	0
TX20, City of Fort Worth	62	61	0	0	0	40	13	8	0
TX21, Irving, Arlington, & Grand Prairie	139	138	0	0	0	120	16	2	0
TX22, Dallas Co (w/o City of Dallas)	95	92	1	0	0	62	19	10	0
TX23, Collin & Rockwall Co	138	138	0	0	0	57	64	17	0
TX24, West of Dallas/Ft. Worth Metroplex	152	148	0	0	0	71	58	19	0
All	680	671	1	0	0	429	184	57	0
Purchased students by geomarket
TX19, City of Dallas	94	100	0.0	0.0	0.0	84.0	14.9	1.1	0.0
TX20, City of Fort Worth	62	100	0.0	0.0	0.0	65.6	21.3	13.1	0.0
TX21, Irving, Arlington, & Grand Prairie	139	100	0.0	0.0	0.0	87.0	11.6	1.4	0.0
TX22, Dallas Co (w/o City of Dallas)	95	100	1.1	0.0	0.0	67.4	20.7	10.9	0.0
TX23, Collin & Rockwall Co	138	100	0.0	0.0	0.0	41.3	46.4	12.3	0.0
TX24, West of Dallas/Ft. Worth Metroplex	152	100	0.0	0.0	0.0	48.0	39.2	12.8	0.0
All	680	100	0.1	0.0	0.0	63.9	27.4	8.5	0.0
Purchased students by racial/ethnic group
TX19, City of Dallas	94	14.0	0.0	NA	NA	18.4	7.6	1.8	NA
TX20, City of Fort Worth	62	9.1	0.0	NA	NA	9.3	7.1	14.0	NA
TX21, Irving, Arlington, & Grand Prairie	139	20.6	0.0	NA	NA	28.0	8.7	3.5	NA
TX22, Dallas Co (w/o City of Dallas)	95	13.7	100.0	NA	NA	14.5	10.3	17.5	NA
TX23, Collin & Rockwall Co	138	20.6	0.0	NA	NA	13.3	34.8	29.8	NA
TX24, West of Dallas/Ft. Worth Metroplex	152	22.1	0.0	NA	NA	16.6	31.5	33.3	NA
All	680	100	100	0	0	100	100	100	0

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Dallas area (AI/AN)

Purchased AI/AN student profiles by racial/ethnic composition and first-generation status

Fullscreen

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Houston area

Houston area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Houston area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Houston area (AI/AN)

First-generation status of purchased student profiles by Geomarket, Houston area

	All	First-gen known	No college	Some college	Not first-gen
Order 487927, SAT score 1040 - 1600
Count of purchased students
TX15, Northwest Houston & Conroe School Dist	344	343	124	71	148
TX16, Southwest Houston Metro Area	194	192	77	38	77
TX17, City of Houston (East)	147	146	94	27	25
TX18, Galveston & East Harris Co	83	83	29	24	30
All	768	764	324	160	281
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	344	100	36.2	20.7	43.1
TX16, Southwest Houston Metro Area	194	100	40.1	19.8	40.1
TX17, City of Houston (East)	147	100	64.4	18.5	17.1
TX18, Galveston & East Harris Co	83	100	34.9	28.9	36.1
All	768	100	42.4	20.9	36.8
Purchased students by first-generation status
TX15, Northwest Houston & Conroe School Dist	344	44.9	38.3	44.4	52.9
TX16, Southwest Houston Metro Area	194	25.1	23.8	23.8	27.5
TX17, City of Houston (East)	147	19.1	29.0	16.9	8.9
TX18, Galveston & East Harris Co	83	10.9	9.0	15.0	10.7
All	768	100	100	100	100

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Houston area (AI/AN)

Racial composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for race. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Houston area (AI/AN)

Racial/ethnic composition of purchased student profiles by Geomarket, Houston area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 487927, SAT score 1040 - 1600
Count of purchased students
TX15, Northwest Houston & Conroe School Dist	344	333	0	0	0	247	65	21	0
TX16, Southwest Houston Metro Area	194	185	0	0	0	148	29	8	0
TX17, City of Houston (East)	147	146	0	0	0	130	16	0	0
TX18, Galveston & East Harris Co	83	83	0	0	0	57	20	6	0
All	768	747	0	0	0	582	130	35	0
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	344	100	0.0	0.0	0.0	74.2	19.5	6.3	0.0
TX16, Southwest Houston Metro Area	194	100	0.0	0.0	0.0	80.0	15.7	4.3	0.0
TX17, City of Houston (East)	147	100	0.0	0.0	0.0	89.0	11.0	0.0	0.0
TX18, Galveston & East Harris Co	83	100	0.0	0.0	0.0	68.7	24.1	7.2	0.0
All	768	100	0.0	0.0	0.0	77.9	17.4	4.7	0.0
Purchased students by racial/ethnic group
TX15, Northwest Houston & Conroe School Dist	344	44.6	NA	NA	NA	42.4	50.0	60.0	NA
TX16, Southwest Houston Metro Area	194	24.8	NA	NA	NA	25.4	22.3	22.9	NA
TX17, City of Houston (East)	147	19.5	NA	NA	NA	22.3	12.3	0.0	NA
TX18, Galveston & East Harris Co	83	11.1	NA	NA	NA	9.8	15.4	17.1	NA
All	768	100	0	0	0	100	100	100	0

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Houston area (AI/AN)

Purchased AI/AN student profiles by racial/ethnic composition and first-generation status

Fullscreen

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Los Angeles area

Los Angeles area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Los Angeles area (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Los Angeles area (AI/AN)

First-generation status of purchased student profiles by Geomarket, Los Angeles area

	All	First-gen known	No college	Some college	Not first-gen
Order 487927, SAT score 1040 - 1600
Count of purchased students
CA14, San Fernando Valley (West)	86	86	27	18	41
CA15, San Fernando Valley (East)	27	27	10	7	10
CA16, Glendale and Pasadena	36	35	7	9	19
CA17, West Los Angeles & West Beach	27	27	7	9	11
CA18, Hollywood & Wilshire	46	46	17	10	19
CA19, East Los Angeles	34	34	21	11	2
CA20, South Bay	30	30	7	7	16
CA21, South & South Central Los Angeles	75	74	50	16	8
CA22, Long Beach	58	58	20	21	17
CA23, Covina & West Covina	77	77	16	30	31
CA27, Riverside, San Bernardino, & Ontario	240	236	98	76	62
All	736	730	280	214	237
Purchased students by geomarket
CA14, San Fernando Valley (West)	86	100	31.4	20.9	47.7
CA15, San Fernando Valley (East)	27	100	37.0	25.9	37.0
CA16, Glendale and Pasadena	36	100	20.0	25.7	54.3
CA17, West Los Angeles & West Beach	27	100	25.9	33.3	40.7
CA18, Hollywood & Wilshire	46	100	37.0	21.7	41.3
CA19, East Los Angeles	34	100	61.8	32.4	5.9
CA20, South Bay	30	100	23.3	23.3	53.3
CA21, South & South Central Los Angeles	75	100	67.6	21.6	10.8
CA22, Long Beach	58	100	34.5	36.2	29.3
CA23, Covina & West Covina	77	100	20.8	39.0	40.3
CA27, Riverside, San Bernardino, & Ontario	240	100	41.5	32.2	26.3
All	736	100	38.4	29.3	32.5
Purchased students by first-generation status
CA14, San Fernando Valley (West)	86	11.8	9.6	8.4	17.4
CA15, San Fernando Valley (East)	27	3.7	3.6	3.3	4.2
CA16, Glendale and Pasadena	36	4.8	2.5	4.2	8.1
CA17, West Los Angeles & West Beach	27	3.7	2.5	4.2	4.7
CA18, Hollywood & Wilshire	46	6.3	6.1	4.7	8.1
CA19, East Los Angeles	34	4.7	7.5	5.1	0.8
CA20, South Bay	30	4.1	2.5	3.3	6.8
CA21, South & South Central Los Angeles	75	10.1	17.9	7.5	3.4
CA22, Long Beach	58	7.9	7.1	9.8	7.2
CA23, Covina & West Covina	77	10.5	5.7	14.0	13.1
CA27, Riverside, San Bernardino, & Ontario	240	32.3	35.0	35.5	26.3
All	736	100	100	100	100

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Los Angeles area (AI/AN)

Racial composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for race. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Los Angeles area (AI/AN)

Racial/ethnic composition of purchased student profiles by Geomarket, Los Angeles area

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 487927, SAT score 1040 - 1600
Count of purchased students
CA14, San Fernando Valley (West)	86	84	0	0	0	69	14	1	0
CA15, San Fernando Valley (East)	27	27	0	0	0	26	1	0	0
CA16, Glendale and Pasadena	36	36	0	0	0	23	10	3	0
CA17, West Los Angeles & West Beach	27	26	0	0	0	18	8	0	0
CA18, Hollywood & Wilshire	46	45	0	0	0	40	4	1	0
CA19, East Los Angeles	34	34	0	0	0	32	0	2	0
CA20, South Bay	30	28	0	0	0	21	6	1	0
CA21, South & South Central Los Angeles	75	74	0	0	0	66	7	1	0
CA22, Long Beach	58	58	0	0	0	49	8	1	0
CA23, Covina & West Covina	77	77	0	0	0	70	6	1	0
CA27, Riverside, San Bernardino, & Ontario	240	229	0	0	0	190	29	10	0
All	736	718	0	0	0	604	93	21	0
Purchased students by geomarket
CA14, San Fernando Valley (West)	86	100	0.0	0.0	0.0	82.1	16.7	1.2	0.0
CA15, San Fernando Valley (East)	27	100	0.0	0.0	0.0	96.3	3.7	0.0	0.0
CA16, Glendale and Pasadena	36	100	0.0	0.0	0.0	63.9	27.8	8.3	0.0
CA17, West Los Angeles & West Beach	27	100	0.0	0.0	0.0	69.2	30.8	0.0	0.0
CA18, Hollywood & Wilshire	46	100	0.0	0.0	0.0	88.9	8.9	2.2	0.0
CA19, East Los Angeles	34	100	0.0	0.0	0.0	94.1	0.0	5.9	0.0
CA20, South Bay	30	100	0.0	0.0	0.0	75.0	21.4	3.6	0.0
CA21, South & South Central Los Angeles	75	100	0.0	0.0	0.0	89.2	9.5	1.4	0.0
CA22, Long Beach	58	100	0.0	0.0	0.0	84.5	13.8	1.7	0.0
CA23, Covina & West Covina	77	100	0.0	0.0	0.0	90.9	7.8	1.3	0.0
CA27, Riverside, San Bernardino, & Ontario	240	100	0.0	0.0	0.0	83.0	12.7	4.4	0.0
All	736	100	0.0	0.0	0.0	84.1	13.0	2.9	0.0
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	86	11.7	NA	NA	NA	11.4	15.1	4.8	NA
CA15, San Fernando Valley (East)	27	3.8	NA	NA	NA	4.3	1.1	0.0	NA
CA16, Glendale and Pasadena	36	5.0	NA	NA	NA	3.8	10.8	14.3	NA
CA17, West Los Angeles & West Beach	27	3.6	NA	NA	NA	3.0	8.6	0.0	NA
CA18, Hollywood & Wilshire	46	6.3	NA	NA	NA	6.6	4.3	4.8	NA
CA19, East Los Angeles	34	4.7	NA	NA	NA	5.3	0.0	9.5	NA
CA20, South Bay	30	3.9	NA	NA	NA	3.5	6.5	4.8	NA
CA21, South & South Central Los Angeles	75	10.3	NA	NA	NA	10.9	7.5	4.8	NA
CA22, Long Beach	58	8.1	NA	NA	NA	8.1	8.6	4.8	NA
CA23, Covina & West Covina	77	10.7	NA	NA	NA	11.6	6.5	4.8	NA
CA27, Riverside, San Bernardino, & Ontario	240	31.9	NA	NA	NA	31.5	31.2	47.6	NA
All	736	100	0	0	0	100	100	100	0

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Los Angeles area (AI/AN)

Purchased AI/AN student profiles by racial/ethnic composition and first-generation status

Fullscreen

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

New York City

New York City (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

New York City (AI/AN)

First-generation status composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for firstgen. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

New York City (AI/AN)

First-generation status of purchased student profiles by Geomarket, New York City

	All	First-gen known	No college	Some college	Not first-gen
Order 487927, SAT score 1040 - 1600
Count of purchased students
NY14, Staten Island	18	17	1	7	9
NY15, Westchester Co	44	43	15	5	23
NY22, Southeast Brooklyn	17	17	6	5	6
NY23, West Brooklyn	38	35	16	5	14
NY24, Northeast Brooklyn	18	17	4	7	6
NY25, East Bronx	12	12	6	1	5
NY26, West Bronx	36	36	15	8	13
NY27, Manhattan	89	87	31	25	31
NY28, South Queens	20	20	9	1	10
NY29, Northwest Queens	29	29	16	8	5
NY30, Northeast Queens	46	43	20	10	13
All	367	356	139	82	136
Purchased students by geomarket
NY14, Staten Island	18	100	5.9	41.2	52.9
NY15, Westchester Co	44	100	34.9	11.6	53.5
NY22, Southeast Brooklyn	17	100	35.3	29.4	35.3
NY23, West Brooklyn	38	100	45.7	14.3	40.0
NY24, Northeast Brooklyn	18	100	23.5	41.2	35.3
NY25, East Bronx	12	100	50.0	8.3	41.7
NY26, West Bronx	36	100	41.7	22.2	36.1
NY27, Manhattan	89	100	35.6	28.7	35.6
NY28, South Queens	20	100	45.0	5.0	50.0
NY29, Northwest Queens	29	100	55.2	27.6	17.2
NY30, Northeast Queens	46	100	46.5	23.3	30.2
All	367	100	39.0	23.0	38.2
Purchased students by first-generation status
NY14, Staten Island	18	4.8	0.7	8.5	6.7
NY15, Westchester Co	44	12.1	10.8	6.1	17.0
NY22, Southeast Brooklyn	17	4.8	4.3	6.1	4.4
NY23, West Brooklyn	38	9.8	11.5	6.1	10.4
NY24, Northeast Brooklyn	18	4.8	2.9	8.5	4.4
NY25, East Bronx	12	3.4	4.3	1.2	3.7
NY26, West Bronx	36	10.1	10.8	9.8	9.6
NY27, Manhattan	89	24.4	22.3	30.5	23.0
NY28, South Queens	20	5.6	6.5	1.2	7.4
NY29, Northwest Queens	29	8.1	11.5	9.8	3.7
NY30, Northeast Queens	46	12.1	14.4	12.2	9.6
All	367	100	100	100	100

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

New York City (AI/AN)

Racial composition of purchased AI/AN student profiles by geomarket

Figure Notes:
- Excludes students with missing values for race. Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

New York City (AI/AN)

Racial/ethnic composition of purchased student profiles by Geomarket, New York City

	All	Race known	White	Asian	Black	Hispanic	2+ races	AIAN	NHPI
Order 487927, SAT score 1040 - 1600
Count of purchased students
NY14, Staten Island	18	18	0	0	0	7	8	3	0
NY15, Westchester Co	44	43	0	0	0	29	11	3	0
NY22, Southeast Brooklyn	17	17	1	0	0	12	3	1	0
NY23, West Brooklyn	38	37	0	0	0	28	8	1	0
NY24, Northeast Brooklyn	18	18	0	0	0	12	5	1	0
NY25, East Bronx	12	12	0	0	0	8	0	4	0
NY26, West Bronx	36	35	0	0	0	28	6	1	0
NY27, Manhattan	89	88	0	0	0	71	14	3	0
NY28, South Queens	20	20	0	0	0	8	5	7	0
NY29, Northwest Queens	29	28	0	0	0	22	1	5	0
NY30, Northeast Queens	46	44	0	0	0	22	10	12	0
All	367	360	1	0	0	247	71	41	0
Purchased students by geomarket
NY14, Staten Island	18	100	0.0	0.0	0.0	38.9	44.4	16.7	0.0
NY15, Westchester Co	44	100	0.0	0.0	0.0	67.4	25.6	7.0	0.0
NY22, Southeast Brooklyn	17	100	5.9	0.0	0.0	70.6	17.6	5.9	0.0
NY23, West Brooklyn	38	100	0.0	0.0	0.0	75.7	21.6	2.7	0.0
NY24, Northeast Brooklyn	18	100	0.0	0.0	0.0	66.7	27.8	5.6	0.0
NY25, East Bronx	12	100	0.0	0.0	0.0	66.7	0.0	33.3	0.0
NY26, West Bronx	36	100	0.0	0.0	0.0	80.0	17.1	2.9	0.0
NY27, Manhattan	89	100	0.0	0.0	0.0	80.7	15.9	3.4	0.0
NY28, South Queens	20	100	0.0	0.0	0.0	40.0	25.0	35.0	0.0
NY29, Northwest Queens	29	100	0.0	0.0	0.0	78.6	3.6	17.9	0.0
NY30, Northeast Queens	46	100	0.0	0.0	0.0	50.0	22.7	27.3	0.0
All	367	100	0.3	0.0	0.0	68.6	19.7	11.4	0.0
Purchased students by racial/ethnic group
NY14, Staten Island	18	5.0	0.0	NA	NA	2.8	11.3	7.3	NA
NY15, Westchester Co	44	11.9	0.0	NA	NA	11.7	15.5	7.3	NA
NY22, Southeast Brooklyn	17	4.7	100.0	NA	NA	4.9	4.2	2.4	NA
NY23, West Brooklyn	38	10.3	0.0	NA	NA	11.3	11.3	2.4	NA
NY24, Northeast Brooklyn	18	5.0	0.0	NA	NA	4.9	7.0	2.4	NA
NY25, East Bronx	12	3.3	0.0	NA	NA	3.2	0.0	9.8	NA
NY26, West Bronx	36	9.7	0.0	NA	NA	11.3	8.5	2.4	NA
NY27, Manhattan	89	24.4	0.0	NA	NA	28.7	19.7	7.3	NA
NY28, South Queens	20	5.6	0.0	NA	NA	3.2	7.0	17.1	NA
NY29, Northwest Queens	29	7.8	0.0	NA	NA	8.9	1.4	12.2	NA
NY30, Northeast Queens	46	12.2	0.0	NA	NA	8.9	14.1	29.3	NA
All	367	100	100	0	0	100	100	100	0

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

New York City (AI/AN)

Purchased AI/AN student profiles by racial/ethnic composition and first-generation status

Fullscreen

Figure Notes:
- Order number 487927 (ordered 7/19/2019): HS class 2020 OR 2021; Ethnicity/Race = American Indian or Alaska Native; SAT 1040-1600; GPA B- to A+.

Discussion

Summary of results

RQ1: SES and racial variation over time between, within Geomarkets

• Geomarkets highly correllated with race and class in many metros
• In 1980, Black people are usually concentrated in poorest Geomarket
  • In some metros, this pattern persists (e.g., Cleveland)

RQ2: SES and racial composition of student list purchases

• Poor, non-white Geomarkets produce disproportionate share of Black and Hispanic students
• Poor, non-white Geomarkets produce disproportionate share of first-generation students
• Intersection of race and parental education
  • Compared to students from affluent Geomarkets, Asian and Hispanic students from low-income Geomarkets tend to be first-gen
  • Targeting non-white students in affluent Geomarkets yields mostly non-first-gen

Organizational Field of College Access

Organizational Fields (DiMaggio and Powell 1983)

“Organizational field” salient to college access, according to prior research

Those organizations that, in the aggregate, constitute a recognized area of institutional life: key suppliers, resource and product consumers, regulatory agencies, and other organizations that produce similar services or products. The virtue of this unit of analysis is that it directs our attention…to the totality of relevant actors (DiMaggio and Powell 1983, 148).

Sociology \(\rightarrow\) how schools and households sort students into colleges

• Demand-side explanations
  • Status attainment model (e.g., Blau and Duncan 1967)
  • Cultural capital model (e.g., Bourdieu 1984; Huang 2023)
• Supply-side explanations
  • The “credentialism” literature (e.g., Collins 1979; Labaree 1997)
  • Enrollment management behavior of colleges (e.g., Stevens 2007)

Research ignores third-party vendors that classify consumers for producers

• Structural inequality \(\rightarrow\) unequal student demand for college
  • Third-party products take snapshot student demand \(\rightarrow\) encourage supply-side to amplify structural inequalities observed on demand-side
• Vendors have structured college access for decades (Don Hossler 1984)
  • Private equity + data science + software-as-service \(\rightarrow\) financiers control which students sorted to which colleges

EM Industry Dynamics

Dynamics in the Market for Student List Data

Jaquette, O., Salazar, K., & Martin, P. M. (2022). The student list business.

1. Centrality of consulting firms to EM industry
   • In our data collection, ~50% of univs outsourced student list purchases
2. Technology and new data sources to identify+serve prospects
   • “Free” college search engines (e.g., Cappex)
   • College planning software purchased by k-12 districts (e.g., Naviance, Scoir)
3. Test optional and moves by incumbents
   • Test-optional reduces coverage advantage of testing companies
   • ACT becomes an edtech firm (epic fail); College Board has AP+savvy
4. From owner-operated to private-equity owned firms
   • 1990s - 2000s = firm entry; 2010s = vertical+horizontal acquisitions
     • Vista Equity Partners portfolio
     • EAB + Ruffalo Noel Levitz claim to serve more than 3,000 colleges
   • Consulting firms sell software-as-service “solutions”
     • Build subscription recruiting platforms around database of prospects

The EAB Story: Acquire and Integrate

Acquistiions in lead generation (Jaquette, Salazar, and Martin 2022; Marcus 2024)

Goal of acquisitions is to make colleges depend on EAB (software) products

• YouVisit, 2019 – virtual tours
• Cappex, 2020 – college search engine
• Hobsons, 2021 – edtech/consulting firm
  • PowerSchool buys Naviance; EAB becomes exclusive reseller of Intersect
    • (PowerSchool IPO in 2021; acquired by Bain Capital in 2024)
• Concourse, 2022 – direct admissions

EAB creates Enroll360 in 2021:

We spent the last couple of years creating a connected recruitment ecosystem…. This work led us to join forces with several leading companies: Cappex, Intersect, Wisr, and YouVisit….Individually, each solution can solve important challenges at various stages of the enrollment funnel…By bringing these capabilities together, our vision is to reinvent how enrollment leaders reach their goals (Koppenheffer 2021).

The Private Equity Business Model

Software Subscriptions and Upselling

Vista Equity Partners. (2021). The next frontier of software investment and the private markets

Securities and Exchange Commission. (2022). Form 10-K: PowerSchool Holdings, Inc. for fiscal year ended Dec. 31, 2021, p. 43:

Many customers begin their journey with us by using only two of our 15 products… As customers begin to appreciate the benefits of an integrated software platform…, they increase the number of solutions they buy from us… Our future revenue growth is dependent upon our ability to expand our customers’ use of our platform, and our go-to-market efforts are designed to drive cross-sell growth (p. 43).

Building a Knowledge Infrastructure

The “Knowledge Infrastructure” of Education Research

Knowledge infrastructures (KIs) (Hirschman 2021)

• “Systems of observation and measurement” (Hirschman 2021, 743) that provide the foundation for scalable research
• Collect, process, and distribute data in ways that “enable certain kinds of knowledge production while channeling researchers away from questions not readily answerable within…that infrastructure” (Hirschman 2021, 742)

The KI of education policy research

• Data on students and schools from district, state, and federal sources
• Researchers investigated for-profit colleges because for-profit colleges (direct providers) and students included in ongoing data collections

Expanding the KI to consider private firms and private equity

• Case-study research (e.g., this study)
  • Granular data; critical analyses; gnarly data collection; difficult to scale
• Data subscriptions created for investment community (e.g., PitchBook, Orbis)
  • Can these data be leveraged to expand the domain of education research?

Thank you!

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