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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	94.9	88.7	21.6	90.5	95.9	97.7	73.3	73.7	23.1	60.2	82.0	90.5	55.7	56.2	23.9	37.8	57.5	76.2
GA 2, Fulton Co	47.3	54.2	40.1	5.5	66.1	94.1	45.4	45.1	36.6	5.7	46.6	82.1	39.5	39.4	30.7	6.3	39.7	67.0
GA 3, DeKalb & Gwinnett Co	77.7	77.4	30.5	77.1	92.3	96.2	48.6	52.1	32.4	18.2	63.0	81.9	33.1	33.2	24.9	10.4	29.5	51.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	90.6	82.5	18.5	77.8	91.0	94.4	58.9	58.1	29.8	30.5	66.7	85.4	30.4	30.5	24.6	10.2	22.4	47.4
% Asian, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	NA	2.5	2.1	1.9	0.6	1.5	3.0	4.2	4.3	5.1	0.6	2.5	6.0
GA 2, Fulton Co	NA	NA	NA	NA	NA	NA	3.0	2.5	3.5	0.3	1.3	3.2	7.3	6.8	10.6	0.0	2.5	8.1
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	NA	5.5	4.6	4.7	1.0	2.7	7.0	9.5	9.7	10.8	1.3	6.1	14.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	NA	NA	NA	NA	NA	3.1	2.4	2.7	0.6	1.5	2.9	4.0	3.7	5.1	0.0	1.7	5.1
% Black, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	4.2	9.8	21.6	0.8	2.5	7.8	15.9	16.5	19.9	3.5	8.6	22.5	25.0	24.4	20.5	6.6	20.1	37.9
GA 2, Fulton Co	51.4	43.5	40.8	3.3	31.0	92.8	44.3	45.6	38.7	7.1	34.5	88.8	43.4	43.6	36.2	10.1	28.9	84.0
GA 3, DeKalb & Gwinnett Co	20.9	19.9	31.0	1.2	4.1	19.9	34.8	33.0	33.9	6.7	15.5	67.0	38.9	38.1	29.7	14.4	27.0	59.9
GA 4, Clayton, Fayette, Henry, & Rockdale Co	8.4	15.8	18.5	3.4	7.5	20.7	31.2	33.3	27.8	8.5	25.1	47.8	52.7	52.4	24.2	37.5	54.8	73.3
% Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	0.9	0.8	0.5	0.6	0.8	1.0	6.8	6.1	6.9	2.0	3.5	6.6	12.2	11.7	10.6	4.1	8.5	15.8
GA 2, Fulton Co	1.3	1.3	1.4	0.7	1.0	1.5	5.9	5.4	7.7	1.5	2.7	5.3	7.2	7.1	8.6	1.9	4.9	9.4
GA 3, DeKalb & Gwinnett Co	1.4	1.5	1.5	0.8	1.1	1.6	9.3	8.4	11.4	2.2	3.7	9.7	15.5	15.6	17.8	2.8	8.0	23.5
GA 4, Clayton, Fayette, Henry, & Rockdale Co	0.9	0.9	0.4	0.6	0.9	1.2	5.3	4.7	5.7	1.7	2.7	4.8	10.0	10.1	9.6	3.5	6.9	13.8
% Two+, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	NA	1.3	1.2	0.5	0.8	1.1	1.4	2.8	2.9	2.9	1.0	2.2	3.8
GA 2, Fulton Co	NA	NA	NA	NA	NA	NA	1.1	1.1	0.5	0.7	1.0	1.4	2.4	2.4	3.1	0.4	1.6	3.0
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	NA	1.6	1.5	0.9	0.9	1.3	1.7	2.8	2.8	2.9	0.8	2.1	3.8
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	NA	NA	NA	NA	NA	1.2	1.1	0.4	0.8	1.0	1.4	2.7	2.6	2.7	0.7	1.8	3.5
% NHPI, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
GA 2, Fulton Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.3	0.0	0.0	0.0
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.1	0.1	0.5	0.0	0.0	0.0
% AIAN, non-Hispanic
GA 1, Cherokee, Cobb, & Douglas Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.1	0.3	0.0	0.0	0.0
GA 2, Fulton Co	NA	NA	NA	NA	NA	NA	0.1	0.2	0.1	0.1	0.1	0.2	0.2	0.2	0.6	0.0	0.0	0.0
GA 3, DeKalb & Gwinnett Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	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	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.1	0.3	0.0	0.0	0.0
Median income
GA 1, Cherokee, Cobb, & Douglas Co	NA	85.2	34.0	63.7	74.8	98.9	NA	114.2	45.9	85.0	105.1	134.8	NA	106.0	39.1	76.6	97.8	131.3
GA 2, Fulton Co	NA	66.2	39.1	39.2	60.0	87.3	NA	95.4	58.1	50.6	85.2	126.5	NA	104.5	65.4	57.0	90.0	132.4
GA 3, DeKalb & Gwinnett Co	NA	84.8	29.4	65.8	83.3	101.0	NA	106.2	39.5	79.5	98.6	123.5	NA	92.7	41.4	62.0	85.2	111.2
GA 4, Clayton, Fayette, Henry, & Rockdale Co	NA	83.3	18.4	69.4	83.5	96.5	NA	98.4	29.7	74.1	94.1	119.4	NA	82.4	31.1	59.0	77.7	99.9
% in poverty
GA 1, Cherokee, Cobb, & Douglas Co	6.8	10.9	9.8	5.3	8.5	14.1	6.0	7.1	7.7	3.0	5.1	8.1	8.4	8.1	6.3	3.2	6.8	11.4
GA 2, Fulton Co	21.0	22.4	19.4	7.0	15.5	32.2	13.9	15.9	15.9	4.0	8.9	23.9	12.3	13.3	12.6	3.8	9.9	18.8
GA 3, DeKalb & Gwinnett Co	8.5	10.7	9.3	4.3	8.0	14.1	7.2	8.3	6.9	3.8	6.4	10.7	11.0	10.9	8.1	4.5	9.3	15.7
GA 4, Clayton, Fayette, Henry, & Rockdale Co	8.2	10.3	5.8	6.1	9.4	12.6	6.6	7.1	5.2	3.1	5.9	9.4	10.6	11.0	8.5	4.5	9.2	15.4
% with BA+
GA 1, Cherokee, Cobb, & Douglas Co	20.0	16.5	14.9	6.5	10.2	22.4	35.4	33.2	19.4	17.1	29.7	47.0	43.4	43.6	17.5	29.7	42.8	56.7
GA 2, Fulton Co	23.1	19.4	17.7	5.0	12.1	36.0	41.4	35.2	25.0	12.1	27.2	60.2	54.5	53.0	25.1	29.3	59.0	75.0
GA 3, DeKalb & Gwinnett Co	26.0	24.5	15.3	10.5	22.2	37.4	35.3	35.5	19.5	20.5	31.1	49.3	41.2	41.2	19.8	26.0	36.1	54.9
GA 4, Clayton, Fayette, Henry, & Rockdale Co	11.1	10.5	5.6	5.7	9.0	14.8	21.9	21.2	11.9	12.4	18.6	28.1	27.6	26.8	13.5	16.7	24.2	33.6

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 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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA 4, Marin Co	93.2	88.5	12.7	89.3	91.9	93.6	78.8	80.8	14.4	77.9	86.1	89.3	71.2	70.9	20.0	66.9	78.8	82.7
CA 5, San Francisco Co	67.8	53.4	23.5	36.8	56.6	71.3	43.8	44.3	24.1	23.3	45.0	63.5	40.1	41.4	20.7	26.9	41.5	55.4
CA 6, Contra Costa Co	81.4	76.4	21.6	70.7	85.4	89.2	58.1	59.2	23.6	43.1	66.7	77.5	42.8	44.4	23.2	24.4	48.0	62.4
CA 7, City of Oakland	40.8	40.6	30.9	11.2	37.8	69.2	25.0	31.2	27.1	7.1	21.5	53.1	29.8	31.6	22.2	11.9	28.0	49.1
CA 8, Alameda Co (w/o Oakland)	79.5	68.2	22.0	58.8	74.4	85.2	47.5	48.5	21.8	31.6	47.5	67.3	31.1	32.6	19.5	16.1	28.3	47.9
CA 9, San Mateo Co	79.4	72.0	22.9	64.5	81.4	88.5	50.0	53.0	25.9	31.3	57.0	75.4	38.8	39.6	22.5	22.4	39.7	56.2
CA10, City of San Jose	70.1	66.6	21.9	51.2	75.6	84.6	36.3	39.9	23.8	17.7	39.5	61.7	25.4	25.6	18.4	8.8	22.8	40.9
CA11, Santa Clara Co (excluding San Jose)	84.4	76.1	16.5	67.7	81.0	87.8	53.8	53.7	20.0	38.9	54.4	69.4	36.9	37.7	18.0	23.9	37.8	50.0
% Asian, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	NA	4.5	4.1	2.4	2.1	3.8	5.7	5.7	5.7	3.5	3.4	5.1	7.1
CA 5, San Francisco Co	NA	NA	NA	NA	NA	NA	30.8	28.9	19.6	10.7	25.7	44.1	34.2	32.9	19.4	15.7	30.9	44.7
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	NA	10.9	11.4	7.8	6.2	10.0	14.2	17.2	17.0	13.8	8.2	13.0	21.5
CA 7, City of Oakland	NA	NA	NA	NA	NA	NA	15.2	14.7	14.1	5.4	10.2	19.2	15.8	16.4	13.2	7.8	13.3	21.2
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	NA	22.4	19.4	15.0	8.7	14.9	25.4	36.6	34.8	20.1	19.7	30.3	47.4
CA 9, San Mateo Co	NA	NA	NA	NA	NA	NA	19.9	19.7	16.7	7.2	13.5	28.5	29.2	28.4	18.8	13.1	24.0	40.8
CA10, City of San Jose	NA	NA	NA	NA	NA	NA	25.4	25.5	17.6	11.7	20.2	36.4	35.9	35.1	20.2	20.0	29.3	49.4
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	NA	25.4	23.9	16.5	11.0	20.4	36.1	39.5	38.2	20.2	23.2	35.3	53.0
% Black, non-Hispanic
CA 4, Marin Co	2.5	3.3	10.8	0.4	1.0	1.9	2.8	2.8	7.8	0.6	0.9	1.9	2.2	2.3	4.9	0.2	1.2	1.9
CA 5, San Francisco Co	16.2	13.3	20.2	1.8	4.4	12.8	7.6	8.3	13.0	1.3	2.8	9.1	4.9	5.1	7.7	1.0	2.4	5.8
CA 6, Contra Costa Co	9.6	9.1	19.1	0.9	1.8	6.8	9.2	8.8	12.4	1.6	3.1	13.0	8.3	7.9	8.1	1.5	5.0	11.6
CA 7, City of Oakland	48.9	41.4	32.3	9.3	39.1	71.7	34.3	31.6	23.0	11.6	26.6	52.7	21.8	21.6	14.1	10.8	19.6	31.1
CA 8, Alameda Co (w/o Oakland)	6.3	11.3	21.5	1.2	2.8	6.6	6.9	10.0	14.6	2.1	4.6	9.8	6.0	6.2	6.3	1.7	4.1	8.8
CA 9, San Mateo Co	6.6	6.4	14.1	0.5	1.4	5.1	3.4	3.5	6.2	0.8	1.7	3.0	2.2	2.2	3.3	0.3	1.0	2.4
CA10, City of San Jose	4.6	3.6	3.5	0.9	2.5	5.1	3.3	3.0	1.8	1.9	2.7	3.9	2.8	2.8	2.8	0.9	1.9	3.8
CA11, Santa Clara Co (excluding San Jose)	2.6	3.1	7.9	0.5	1.2	3.4	1.9	2.2	2.4	0.7	1.9	2.8	1.8	1.8	2.4	0.2	1.0	2.4
% Hispanic
CA 4, Marin Co	4.3	4.4	2.9	2.6	3.9	5.1	11.1	9.1	9.7	4.1	6.1	11.6	16.2	15.9	18.1	7.1	10.4	18.0
CA 5, San Francisco Co	15.9	11.3	11.6	4.6	6.5	12.8	14.1	14.3	14.0	5.1	8.2	19.4	15.3	14.5	10.9	6.5	11.1	21.5
CA 6, Contra Costa Co	9.0	8.5	7.4	3.7	6.4	10.7	17.7	16.2	14.3	5.8	11.3	20.7	25.9	24.4	18.7	9.6	19.1	34.1
CA 7, City of Oakland	10.2	9.0	10.2	3.2	5.9	9.6	21.5	17.9	15.8	6.6	10.7	28.2	26.5	23.7	19.7	9.2	16.0	33.0
CA 8, Alameda Co (w/o Oakland)	14.2	12.1	10.0	5.5	9.0	16.5	18.1	16.8	13.2	7.7	13.0	20.9	20.9	20.4	14.8	9.5	15.9	27.7
CA 9, San Mateo Co	14.0	11.4	9.0	5.2	8.3	14.6	21.9	18.8	17.2	6.6	13.1	24.1	24.2	23.7	19.6	9.4	17.1	32.7
CA10, City of San Jose	25.3	21.6	18.5	8.6	12.9	31.6	31.3	27.7	20.9	12.7	18.3	40.6	32.0	32.3	19.8	17.2	26.8	46.5
CA11, Santa Clara Co (excluding San Jose)	13.0	12.8	12.0	4.7	8.9	16.1	15.5	16.3	14.9	5.3	12.3	19.6	17.1	17.4	16.7	4.9	12.0	23.3
% Two+, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	NA	2.4	2.4	0.7	2.0	2.4	2.7	4.5	4.2	2.8	2.2	3.8	5.8
CA 5, San Francisco Co	NA	NA	NA	NA	NA	NA	3.0	2.9	0.9	2.2	3.0	3.4	5.0	4.9	3.1	2.9	4.6	6.6
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	NA	3.5	3.5	1.0	2.8	3.5	4.2	5.2	5.3	3.0	3.0	4.8	6.9
CA 7, City of Oakland	NA	NA	NA	NA	NA	NA	3.2	3.4	1.1	2.7	3.5	4.2	5.3	5.2	3.3	2.7	4.5	7.0
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	NA	4.2	4.0	1.2	3.3	4.0	4.7	4.4	4.5	2.7	2.3	3.9	5.8
CA 9, San Mateo Co	NA	NA	NA	NA	NA	NA	3.3	3.3	1.7	2.5	3.0	3.9	4.3	4.3	2.4	2.5	4.1	5.9
CA10, City of San Jose	NA	NA	NA	NA	NA	NA	3.0	3.0	0.9	2.4	3.1	3.7	3.3	3.4	2.3	1.6	3.0	4.9
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	NA	2.9	3.0	0.8	2.5	3.0	3.6	4.3	4.2	2.5	2.5	3.8	5.7
% NHPI, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.1	0.1	0.2	0.1	0.1	0.3	0.0	0.0	0.0
CA 5, San Francisco Co	NA	NA	NA	NA	NA	NA	0.5	0.5	1.5	0.1	0.2	0.4	0.3	0.3	1.1	0.0	0.0	0.0
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	NA	0.3	0.3	0.3	0.1	0.2	0.4	0.5	0.5	1.3	0.0	0.0	0.3
CA 7, City of Oakland	NA	NA	NA	NA	NA	NA	0.5	0.4	0.4	0.1	0.2	0.6	0.6	0.5	0.9	0.0	0.1	0.7
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	NA	0.6	0.5	0.6	0.1	0.3	0.7	0.9	0.9	1.4	0.0	0.3	1.0
CA 9, San Mateo Co	NA	NA	NA	NA	NA	NA	1.3	1.2	1.9	0.2	0.5	1.1	1.2	1.2	2.6	0.0	0.0	1.2
CA10, City of San Jose	NA	NA	NA	NA	NA	NA	0.3	0.3	0.3	0.2	0.3	0.5	0.4	0.4	1.1	0.0	0.0	0.3
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	NA	0.2	0.3	0.5	0.1	0.2	0.4	0.2	0.2	0.6	0.0	0.0	0.0
% AIAN, non-Hispanic
CA 4, Marin Co	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.0
CA 5, San Francisco Co	NA	NA	NA	NA	NA	NA	0.3	0.3	1.2	0.1	0.2	0.3	0.2	0.2	0.8	0.0	0.0	0.0
CA 6, Contra Costa Co	NA	NA	NA	NA	NA	NA	0.4	0.4	0.2	0.2	0.3	0.5	0.2	0.2	0.4	0.0	0.0	0.2
CA 7, City of Oakland	NA	NA	NA	NA	NA	NA	0.4	0.5	1.2	0.2	0.3	0.5	0.3	0.4	1.1	0.0	0.1	0.5
CA 8, Alameda Co (w/o Oakland)	NA	NA	NA	NA	NA	NA	0.4	0.4	1.0	0.2	0.3	0.5	0.3	0.3	0.4	0.0	0.1	0.4
CA 9, San Mateo Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.1
CA10, City of San Jose	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.2	0.4	0.0	0.0	0.2
CA11, Santa Clara Co (excluding San Jose)	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.1	0.2	0.4	0.2	0.2	0.4	0.0	0.0	0.1
Median income
CA 4, Marin Co	NA	108.4	35.6	85.7	105.1	124.0	NA	141.2	38.2	113.0	137.7	162.2	NA	153.2	57.3	120.7	141.4	183.3
CA 5, San Francisco Co	NA	73.1	27.7	54.2	73.1	86.2	NA	112.3	40.7	93.5	111.8	133.7	NA	151.0	63.9	108.5	148.0	193.9
CA 6, Contra Costa Co	NA	104.5	37.2	77.7	101.9	130.3	NA	132.4	52.7	90.5	123.1	167.4	NA	139.7	61.0	93.8	131.7	171.0
CA 7, City of Oakland	NA	70.2	38.6	43.1	58.7	84.1	NA	92.8	55.6	56.5	74.9	108.9	NA	110.8	62.8	64.5	93.9	140.2
CA 8, Alameda Co (w/o Oakland)	NA	93.4	33.7	65.4	93.0	114.2	NA	125.5	48.6	92.0	118.3	154.9	NA	145.6	52.9	106.0	136.3	180.8
CA 9, San Mateo Co	NA	109.1	37.0	84.4	102.5	123.1	NA	146.6	60.9	107.8	134.4	167.1	NA	167.7	59.5	126.4	156.9	196.6
CA10, City of San Jose	NA	98.1	30.4	74.3	98.8	120.0	NA	138.3	40.8	107.2	136.6	161.0	NA	142.7	51.0	110.0	138.0	174.5
CA11, Santa Clara Co (excluding San Jose)	NA	113.3	35.8	87.7	107.1	130.3	NA	162.4	52.6	126.7	153.6	186.6	NA	188.8	57.0	147.2	183.8	223.0
% in poverty
CA 4, Marin Co	7.1	7.4	4.7	4.9	6.5	8.5	5.5	5.8	3.9	3.6	4.9	6.6	6.6	7.1	6.4	3.2	6.0	8.6
CA 5, San Francisco Co	13.7	14.2	9.2	7.4	11.2	18.8	10.2	10.2	7.3	5.8	8.2	11.8	10.5	11.2	10.9	4.8	8.1	13.8
CA 6, Contra Costa Co	7.8	7.5	7.0	3.2	5.7	8.3	6.6	6.7	6.2	2.6	4.2	8.4	8.1	8.1	6.3	3.7	6.3	10.9
CA 7, City of Oakland	17.8	18.4	13.3	7.8	16.2	26.7	15.7	16.1	11.5	5.9	16.1	23.9	13.4	14.2	10.5	6.5	12.0	20.3
CA 8, Alameda Co (w/o Oakland)	8.2	9.4	8.8	3.6	6.9	10.7	7.3	8.0	8.0	3.3	5.7	8.8	7.6	7.9	7.6	3.2	5.8	10.2
CA 9, San Mateo Co	6.1	6.2	5.4	3.3	5.0	7.3	4.9	5.1	4.4	2.8	4.1	6.0	6.0	6.0	4.1	3.1	5.3	8.4
CA10, City of San Jose	8.6	8.7	7.3	4.2	6.4	10.1	7.4	7.1	5.1	3.3	5.7	9.8	8.2	8.5	6.0	4.2	7.0	11.1
CA11, Santa Clara Co (excluding San Jose)	5.4	6.2	5.0	3.4	5.1	8.1	4.8	5.1	3.8	2.7	4.2	6.3	5.7	5.7	4.1	2.7	4.7	7.7
% with BA+
CA 4, Marin Co	38.1	36.5	13.2	26.4	36.8	44.6	51.3	51.5	15.9	39.3	51.8	63.4	60.2	59.2	18.1	50.3	61.9	74.8
CA 5, San Francisco Co	28.2	27.9	14.7	16.0	27.1	37.3	45.0	43.7	20.1	25.4	44.6	59.9	58.8	59.0	21.4	44.7	62.6	75.7
CA 6, Contra Costa Co	24.6	26.3	17.8	12.7	22.2	38.0	35.0	37.1	22.4	15.8	33.4	54.7	43.3	43.8	22.8	25.3	40.3	63.9
CA 7, City of Oakland	23.1	23.1	20.4	6.4	15.0	35.8	32.2	33.4	24.8	12.1	27.1	53.5	47.0	47.5	24.3	24.5	49.8	67.8
CA 8, Alameda Co (w/o Oakland)	21.9	23.6	18.9	10.7	17.0	29.3	36.0	38.4	20.7	21.3	35.9	51.8	49.3	50.6	19.9	34.4	51.9	66.6
CA 9, San Mateo Co	25.6	26.8	15.0	14.6	24.7	34.5	39.0	40.7	19.7	25.5	38.3	55.0	52.1	52.6	18.4	39.5	52.1	67.9
CA10, City of San Jose	19.6	20.4	10.0	11.8	20.6	26.4	30.3	32.5	16.8	19.2	32.7	43.2	44.0	42.7	19.5	25.2	45.1	55.9
CA11, Santa Clara Co (excluding San Jose)	32.8	30.2	16.1	19.0	26.4	41.1	51.6	48.3	19.5	34.4	48.0	64.6	64.3	63.8	19.3	51.4	68.6	78.1

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 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	331	308	99	70	39	76	24	0	0
CA 8, Alameda Co (w/o Oakland)	1,838	1,756	454	707	52	388	131	13	11
CA 9, San Mateo Co	1,338	1,230	461	318	19	324	93	3	12
CA10, City of San Jose	1,427	1,340	353	496	26	361	93	5	6
CA11, Santa Clara Co (excluding San Jose)	1,556	1,484	553	445	25	321	128	7	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	331	100	32.1	22.7	12.7	24.7	7.8	0.0	0.0
CA 8, Alameda Co (w/o Oakland)	1,838	100	25.9	40.3	3.0	22.1	7.5	0.7	0.6
CA 9, San Mateo Co	1,338	100	37.5	25.9	1.5	26.3	7.6	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)	1,556	100	37.3	30.0	1.7	21.6	8.6	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	331	3.3	3.0	2.5	15.2	3.5	3.1	0.0	0.0
CA 8, Alameda Co (w/o Oakland)	1,838	18.7	13.8	25.3	20.2	17.6	17.1	32.5	26.8
CA 9, San Mateo Co	1,338	13.1	14.0	11.4	7.4	14.7	12.1	7.5	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)	1,556	15.8	16.8	15.9	9.7	14.6	16.7	17.5	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	325	308	145	80	15	37	30	1	0
CA 8, Alameda Co (w/o Oakland)	1,703	1,589	394	874	29	147	129	7	9
CA 9, San Mateo Co	1,088	988	425	294	5	152	106	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)	1,632	1,489	498	690	13	142	135	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	325	100	47.1	26.0	4.9	12.0	9.7	0.3	0.0
CA 8, Alameda Co (w/o Oakland)	1,703	100	24.8	55.0	1.8	9.3	8.1	0.4	0.6
CA 9, San Mateo Co	1,088	100	43.0	29.8	0.5	15.4	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)	1,632	100	33.4	46.3	0.9	9.5	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	325	3.7	5.1	2.3	12.9	3.9	4.0	3.1	0.0
CA 8, Alameda Co (w/o Oakland)	1,703	19.3	14.0	24.7	25.0	15.4	17.4	21.9	31.0
CA 9, San Mateo Co	1,088	12.0	15.1	8.3	4.3	15.9	14.3	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)	1,632	18.1	17.7	19.5	11.2	14.9	18.2	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	1,328	1,193	511	466	7	97	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)	3,428	3,166	717	2,006	10	144	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	1,328	100	42.8	39.1	0.6	8.1	9.1	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)	3,428	100	22.6	63.4	0.3	4.5	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	1,328	10.5	16.8	7.0	9.7	14.9	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)	3,428	27.8	23.5	30.2	13.9	22.1	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	331	312	57	46	209
CA 8, Alameda Co (w/o Oakland)	1,838	1,760	257	375	1,128
CA 9, San Mateo Co	1,338	1,233	156	264	813
CA10, City of San Jose	1,427	1,365	198	269	898
CA11, Santa Clara Co (excluding San Jose)	1,556	1,523	144	221	1,158
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	331	100	18.3	14.7	67.0
CA 8, Alameda Co (w/o Oakland)	1,838	100	14.6	21.3	64.1
CA 9, San Mateo Co	1,338	100	12.7	21.4	65.9
CA10, City of San Jose	1,427	100	14.5	19.7	65.8
CA11, Santa Clara Co (excluding San Jose)	1,556	100	9.5	14.5	76.0
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	331	3.3	4.8	2.5	3.2
CA 8, Alameda Co (w/o Oakland)	1,838	18.4	21.7	20.6	17.2
CA 9, San Mateo Co	1,338	12.9	13.2	14.5	12.4
CA10, City of San Jose	1,427	14.3	16.7	14.8	13.7
CA11, Santa Clara Co (excluding San Jose)	1,556	15.9	12.1	12.2	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	325	270	26	29	215
CA 8, Alameda Co (w/o Oakland)	1,703	1,568	83	155	1,330
CA 9, San Mateo Co	1,088	975	56	101	818
CA10, City of San Jose	1,339	1,243	99	162	982
CA11, Santa Clara Co (excluding San Jose)	1,632	1,546	36	126	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	325	100	9.6	10.7	79.6
CA 8, Alameda Co (w/o Oakland)	1,703	100	5.3	9.9	84.8
CA 9, San Mateo Co	1,088	100	5.7	10.4	83.9
CA10, City of San Jose	1,339	100	8.0	13.0	79.0
CA11, Santa Clara Co (excluding San Jose)	1,632	100	2.3	8.2	89.5
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	325	3.3	5.8	3.4	3.1
CA 8, Alameda Co (w/o Oakland)	1,703	19.0	18.4	18.2	19.2
CA 9, San Mateo Co	1,088	11.8	12.4	11.9	11.8
CA10, City of San Jose	1,339	15.1	22.0	19.0	14.2
CA11, Santa Clara Co (excluding San Jose)	1,632	18.8	8.0	14.8	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	1,328	1,189	38	70	1,081
CA10, City of San Jose	1,951	1,835	57	130	1,648
CA11, Santa Clara Co (excluding San Jose)	3,428	3,270	29	111	3,130
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	1,328	100	3.2	5.9	90.9
CA10, City of San Jose	1,951	100	3.1	7.1	89.8
CA11, Santa Clara Co (excluding San Jose)	3,428	100	0.9	3.4	95.7
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	1,328	10.2	14.6	10.1	10.1
CA10, City of San Jose	1,951	15.8	21.9	18.8	15.4
CA11, Santa Clara Co (excluding San Jose)	3,428	28.1	11.2	16.0	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
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	294	19.0	13.6	67.3
CA 8, Alameda Co (w/o Oakland)	1,689	14.6	21.7	63.7
CA 9, San Mateo Co	1,144	12.8	20.7	66.4
CA10, City of San Jose	1,312	14.5	20.1	65.4
CA11, Santa Clara Co (excluding San Jose)	1,469	9.7	14.5	75.8
All	9,112	12.6	19.0	68.4
Asian
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	63	39.7	25.4	34.9
CA 8, Alameda Co (w/o Oakland)	674	15.6	22.4	62.0
CA 9, San Mateo Co	302	9.6	26.2	64.2
CA10, City of San Jose	480	13.5	23.5	62.9
CA11, Santa Clara Co (excluding San Jose)	443	7.4	17.6	74.9
All	2,693	14.0	22.1	63.9
Black/African American
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	17	0.0	41.2	58.8
CA10, City of San Jose	26	15.4	19.2	65.4
CA11, Santa Clara Co (excluding San Jose)	24	0.0	37.5	62.5
All	250	6.0	27.2	66.8
Hispanic/Latino
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	296	34.1	23.3	42.6
CA10, City of San Jose	354	30.2	26.0	43.8
CA11, Santa Clara Co (excluding San Jose)	318	28.3	23.0	48.7
All	2,137	28.4	25.3	46.3
White
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
All	3,207	3.5	12.0	84.5
Two or More Races, Non-Hispanic
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
All	746	3.8	17.3	79.0
American Indian/Alaska Native
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	3	0.0	33.3	66.7
CA10, City of San Jose	5	20.0	20.0	60.0
CA11, Santa Clara Co (excluding San Jose)	7	0.0	0.0	100.0
All	39	10.3	12.8	76.9
Native Hawaiian/Pacific Islander
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
All	40	7.5	30.0	62.5
Orders 448420 & 546946, PSAT score 1190 - 1260
All
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	263	9.9	11.0	79.1
CA 8, Alameda Co (w/o Oakland)	1,498	5.1	10.0	84.9
CA 9, San Mateo Co	905	5.9	10.3	83.9
CA10, City of San Jose	1,193	8.0	13.1	79.0
CA11, Santa Clara Co (excluding San Jose)	1,432	2.5	8.6	88.9
All	7,726	5.6	10.5	83.9
Asian
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	70	31.4	24.3	44.3
CA 8, Alameda Co (w/o Oakland)	819	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
All	3,305	7.6	12.4	80.0
Black/African American
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
All	105	4.8	19.0	76.2
Hispanic/Latino
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	136	22.1	14.0	64.0
CA10, City of San Jose	147	15.0	14.3	70.7
CA11, Santa Clara Co (excluding San Jose)	137	5.1	16.1	78.8
All	895	14.0	16.2	69.8
White
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
All	2,657	1.2	6.6	92.2
Two or More Races, Non-Hispanic
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	98	2.0	8.2	89.8
CA10, City of San Jose	94	4.3	8.5	87.2
CA11, Santa Clara Co (excluding San Jose)	130	0.8	6.2	93.1
All	706	2.1	7.9	89.9
American Indian/Alaska Native
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
All	31	3.2	12.9	83.9
Native Hawaiian/Pacific Islander
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
All	27	3.7	11.1	85.2
Orders 448374 & 546945, PSAT score 1270 - 1520
All
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	1,109	3.2	5.9	90.9
CA10, City of San Jose	1,752	3.1	7.1	89.7
CA11, Santa Clara Co (excluding San Jose)	3,081	0.9	3.4	95.7
All	10,935	2.3	6.0	91.7
Asian
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	435	5.7	6.7	87.6
CA10, City of San Jose	1,310	2.7	7.7	89.5
CA11, Santa Clara Co (excluding San Jose)	1,959	0.7	3.3	96.0
All	6,387	2.6	6.6	90.8
Black/African American
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	7	0.0	28.6	71.4
CA10, City of San Jose	9	11.1	0.0	88.9
CA11, Santa Clara Co (excluding San Jose)	9	0.0	11.1	88.9
All	68	4.4	13.2	82.4
Hispanic/Latino
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	91	12.1	11.0	76.9
CA10, City of San Jose	86	16.3	14.0	69.8
CA11, Santa Clara Co (excluding San Jose)	136	6.6	4.4	89.0
All	625	8.5	10.9	80.6
White
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
All	2,913	0.6	4.2	95.2
Two or More Races, Non-Hispanic
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
All	888	0.6	3.2	96.3
American Indian/Alaska Native
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
All	35	0.0	5.7	94.3
Native Hawaiian/Pacific Islander
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
All	19	5.3	15.8	78.9

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
MA 6, Boston & Cambridge	82.8	78.1	30.4	71.9	93.2	97.4	62.8	63.5	29.0	46.2	72.6	86.3	52.3	54.0	24.4	38.0	58.1	73.1
MA 8, Lowell, Concord, & Wellesley	97.2	95.6	5.2	95.8	97.3	98.3	86.6	86.5	14.6	84.0	92.0	95.3	75.6	74.0	16.9	65.4	78.6	86.9
MA10, Milton, Lexington, & Waltham	97.8	96.1	2.3	95.0	96.4	98.0	87.7	87.2	8.0	83.8	88.7	93.2	74.5	74.0	12.2	65.2	75.1	81.8
% Asian, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	NA	7.6	7.0	7.6	2.3	4.9	9.9	11.3	11.2	9.7	4.0	8.3	16.8
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	NA	5.5	5.6	7.1	1.6	3.1	7.0	10.8	11.3	10.1	4.6	7.8	15.7
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	NA	6.0	6.1	4.2	2.8	5.3	8.1	13.2	12.6	8.4	5.8	11.1	16.0
% Black, non-Hispanic
MA 6, Boston & Cambridge	12.6	13.7	25.6	0.4	1.5	10.3	14.9	14.4	21.2	1.8	4.8	15.0	15.0	13.9	18.8	2.3	6.0	15.8
MA 8, Lowell, Concord, & Wellesley	1.1	1.2	1.8	0.3	0.6	1.3	1.8	1.8	2.6	0.5	0.8	2.3	3.4	3.5	4.1	0.6	2.1	4.8
MA10, Milton, Lexington, & Waltham	0.9	0.9	1.1	0.3	0.7	1.2	1.9	2.1	2.0	0.8	1.5	2.3	3.4	3.7	3.7	1.3	2.5	5.6
% Hispanic
MA 6, Boston & Cambridge	4.5	5.1	8.6	0.9	2.0	5.2	11.4	11.0	12.7	2.9	6.3	14.2	18.0	16.9	15.9	6.3	11.2	22.9
MA 8, Lowell, Concord, & Wellesley	1.7	2.0	3.7	0.5	0.8	1.3	4.5	4.4	7.2	1.1	1.6	3.4	7.4	7.7	8.7	1.8	4.3	9.4
MA10, Milton, Lexington, & Waltham	1.3	1.2	1.1	0.6	0.9	1.5	3.2	3.0	3.5	1.4	2.1	3.2	6.0	6.3	7.4	2.4	4.2	6.6
% Two+, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	NA	3.0	2.7	1.8	1.5	2.3	3.4	3.2	3.1	2.6	1.4	2.6	4.2
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	NA	1.5	1.3	1.1	0.7	1.0	1.5	2.6	2.6	2.0	1.2	2.3	3.4
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	NA	1.2	1.2	0.6	0.9	1.1	1.5	2.8	3.0	1.7	1.7	2.8	3.9
% NHPI, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.2	0.0	0.0	0.0
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
% AIAN, non-Hispanic
MA 6, Boston & Cambridge	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.2	0.2	0.6	0.0	0.0	0.0
MA 8, Lowell, Concord, & Wellesley	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.6	0.0	0.0	0.0
MA10, Milton, Lexington, & Waltham	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.3	0.0	0.0	0.0
Median income
MA 6, Boston & Cambridge	NA	66.3	26.2	48.6	63.7	78.9	NA	92.1	39.6	65.2	86.6	111.0	NA	109.9	48.5	74.3	105.7	138.0
MA 8, Lowell, Concord, & Wellesley	NA	101.6	32.2	85.9	99.4	116.4	NA	134.4	49.1	104.3	129.3	163.1	NA	137.1	50.7	103.6	133.9	167.9
MA10, Milton, Lexington, & Waltham	NA	107.9	34.3	86.3	100.1	124.2	NA	140.5	49.0	102.7	128.5	164.7	NA	160.6	55.8	118.8	148.5	190.8
% in poverty
MA 6, Boston & Cambridge	15.1	16.0	11.2	7.6	12.6	21.3	14.7	14.5	10.5	6.9	11.7	20.3	14.9	14.9	11.0	6.7	11.8	21.6
MA 8, Lowell, Concord, & Wellesley	5.8	6.4	6.0	3.2	4.5	6.4	5.9	6.0	7.5	2.7	3.9	6.1	7.2	7.6	7.3	3.2	5.2	9.3
MA10, Milton, Lexington, & Waltham	5.5	5.7	4.0	3.6	4.6	6.6	5.2	5.1	3.5	2.7	4.4	7.0	5.8	6.1	4.4	2.9	5.6	7.6
% with BA+
MA 6, Boston & Cambridge	22.6	21.7	17.8	8.3	15.5	31.0	39.1	39.8	23.5	18.7	36.1	59.3	54.2	56.1	25.3	32.6	59.6	78.6
MA 8, Lowell, Concord, & Wellesley	25.5	25.5	15.2	14.5	22.7	33.7	40.7	41.2	19.6	26.1	40.2	55.6	51.6	50.8	19.3	36.7	52.3	65.5
MA10, Milton, Lexington, & Waltham	31.1	31.7	16.4	17.6	26.4	46.2	49.9	50.5	17.6	36.1	46.7	69.8	64.0	64.2	16.2	49.7	61.3	78.3

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 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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
IL 7, Chain of Lakes	86.6	86.4	20.4	87.1	94.9	97.3	70.3	73.7	26.1	63.8	86.4	91.8	57.4	57.0	27.3	35.4	67.2	80.7
IL 8, Northwest Suburbs	95.5	92.5	5.0	90.9	93.7	95.8	74.3	76.2	15.9	66.4	82.5	87.6	58.3	58.9	20.1	41.5	63.5	74.7
IL 9, North Shore	96.1	93.5	6.1	93.3	95.7	96.7	88.4	85.6	13.0	84.0	90.7	93.3	79.1	80.2	12.5	74.2	83.2	90.2
IL10, Evanston & Skokie	93.0	89.1	15.2	89.5	93.1	96.0	75.0	76.9	16.8	67.5	81.2	90.5	64.8	65.3	17.0	56.4	67.5	78.5
IL11, City of Chicago	52.0	48.6	38.7	2.5	53.5	88.8	36.6	35.1	33.4	1.4	25.3	67.7	35.8	33.4	29.6	3.5	27.3	60.6
IL12, Western Suburbs	92.3	89.7	15.6	90.3	94.6	96.9	74.2	73.6	21.2	64.5	81.3	88.3	60.4	60.7	22.2	46.9	64.8	78.2
IL13, South & Southwest Suburbs	83.5	82.2	25.0	83.8	93.3	97.2	66.3	64.7	31.0	37.8	78.7	91.1	53.0	51.5	32.2	17.1	56.8	81.4
% Asian, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	NA	3.8	3.5	3.6	0.9	2.0	5.2	7.4	6.8	7.6	1.6	4.5	9.3
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	NA	9.2	8.0	5.3	4.1	7.1	10.7	15.0	15.0	10.7	7.7	12.7	18.6
IL 9, North Shore	NA	NA	NA	NA	NA	NA	4.1	5.1	3.7	2.2	3.9	7.2	9.6	9.3	9.7	3.0	5.0	12.3
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	NA	12.7	10.5	8.6	3.4	7.0	17.2	17.8	16.8	10.7	8.8	15.1	23.3
IL11, City of Chicago	NA	NA	NA	NA	NA	NA	4.3	4.0	8.4	0.1	1.1	3.8	6.6	6.0	9.6	0.0	2.4	7.6
IL12, Western Suburbs	NA	NA	NA	NA	NA	NA	6.4	5.2	4.6	1.7	3.7	7.4	10.5	10.6	9.7	3.5	7.3	15.1
IL13, South & Southwest Suburbs	NA	NA	NA	NA	NA	NA	1.3	1.3	1.7	0.4	0.8	1.6	2.1	1.9	2.5	0.0	0.9	2.6
% Black, non-Hispanic
IL 7, Chain of Lakes	7.9	7.3	16.1	0.1	0.5	3.8	8.0	7.2	13.8	0.6	1.4	5.8	7.5	8.3	11.1	0.8	2.9	12.3
IL 8, Northwest Suburbs	1.1	1.0	1.7	0.2	0.6	1.2	2.5	2.3	2.3	0.7	1.5	3.1	3.3	3.1	3.3	0.6	1.9	4.1
IL 9, North Shore	1.3	1.8	4.9	0.3	0.6	1.1	1.2	1.2	1.0	0.4	0.9	1.5	1.9	1.7	3.5	0.2	0.9	2.0
IL10, Evanston & Skokie	4.8	4.9	15.0	0.2	0.3	1.8	4.8	4.8	11.8	0.3	0.9	2.9	5.2	5.1	8.9	0.9	2.0	6.5
IL11, City of Chicago	35.1	34.3	43.0	0.1	4.2	95.2	31.8	37.2	42.1	1.4	9.7	95.2	25.8	31.5	37.6	2.1	7.7	72.3
IL12, Western Suburbs	4.3	4.3	14.2	0.1	0.4	1.5	7.4	7.5	16.9	0.9	1.9	4.7	8.1	8.0	13.6	1.5	3.8	7.9
IL13, South & Southwest Suburbs	12.7	12.5	23.7	0.1	0.7	10.2	23.1	23.5	29.9	0.8	6.4	40.7	27.0	27.5	31.3	2.5	11.0	51.6
% Hispanic
IL 7, Chain of Lakes	5.5	4.8	6.9	1.5	2.3	5.4	16.3	14.1	17.7	2.9	5.3	17.6	25.1	24.9	21.9	7.1	16.8	39.0
IL 8, Northwest Suburbs	3.4	3.9	3.5	1.7	2.7	5.1	12.6	11.9	13.0	3.5	6.2	13.8	20.9	20.4	19.0	8.1	12.8	26.7
IL 9, North Shore	2.5	2.6	3.0	1.0	1.6	2.3	5.4	7.1	11.9	1.6	2.6	3.7	7.2	6.5	8.4	2.2	3.6	6.0
IL10, Evanston & Skokie	2.2	2.3	1.7	1.1	1.7	2.9	5.7	5.9	6.5	2.0	3.8	6.9	9.4	9.5	6.7	4.1	7.7	13.0
IL11, City of Chicago	12.9	14.1	21.2	1.0	3.3	18.2	25.5	21.9	27.3	1.7	7.5	34.9	29.6	26.7	28.4	4.9	14.3	41.6
IL12, Western Suburbs	3.4	3.7	5.4	1.3	2.0	3.4	10.7	12.2	14.7	3.5	6.3	13.5	18.5	18.1	18.1	5.4	11.6	25.3
IL13, South & Southwest Suburbs	3.8	4.2	5.9	1.5	2.3	4.2	7.9	8.9	11.0	3.0	4.6	9.4	16.0	16.9	16.6	6.2	11.6	22.2
% Two+, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	NA	1.3	1.2	0.6	0.8	1.1	1.4	2.3	2.4	2.1	1.1	1.9	3.2
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	NA	1.2	1.3	1.3	0.8	1.1	1.5	2.3	2.3	2.2	1.0	1.7	3.0
IL 9, North Shore	NA	NA	NA	NA	NA	NA	0.9	0.8	0.3	0.6	0.8	1.1	2.1	2.0	1.9	0.7	1.4	2.6
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	NA	1.8	1.6	1.0	0.8	1.4	2.1	2.7	2.8	2.2	1.2	2.5	3.8
IL11, City of Chicago	NA	NA	NA	NA	NA	NA	1.6	1.5	1.3	0.6	1.1	2.0	2.1	2.1	2.3	0.3	1.5	3.2
IL12, Western Suburbs	NA	NA	NA	NA	NA	NA	1.2	1.3	1.0	0.8	1.1	1.5	2.3	2.3	1.7	1.0	1.9	3.1
IL13, South & Southwest Suburbs	NA	NA	NA	NA	NA	NA	1.2	1.3	0.8	0.8	1.1	1.6	1.9	2.0	1.9	0.6	1.5	2.8
% NHPI, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.3	0.0	0.0	0.0
IL 9, North Shore	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
IL11, City of Chicago	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
IL12, Western Suburbs	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.6	0.0	0.0	0.0
IL13, South & Southwest Suburbs	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
% AIAN, non-Hispanic
IL 7, Chain of Lakes	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.1	0.2	0.2	0.2	0.9	0.0	0.0	0.0
IL 8, Northwest Suburbs	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.0
IL 9, North Shore	NA	NA	NA	NA	NA	NA	0.0	0.1	0.1	0.0	0.0	0.1	0.1	0.1	0.5	0.0	0.0	0.0
IL10, Evanston & Skokie	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.3	0.0	0.0	0.0
IL11, City of Chicago	NA	NA	NA	NA	NA	NA	0.1	0.2	0.3	0.0	0.1	0.2	0.1	0.1	0.3	0.0	0.0	0.0
IL12, Western Suburbs	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	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	NA	0.1	0.1	0.1	0.1	0.1	0.2	0.1	0.1	0.2	0.0	0.0	0.0
Median income
IL 7, Chain of Lakes	NA	109.1	36.7	87.0	103.7	123.0	NA	130.5	48.1	98.7	119.4	159.3	NA	113.9	52.7	74.1	102.1	147.0
IL 8, Northwest Suburbs	NA	119.8	25.2	103.5	116.6	129.4	NA	127.2	34.9	105.7	118.2	141.0	NA	110.8	31.1	88.2	106.4	130.4
IL 9, North Shore	NA	168.4	52.1	136.8	165.2	207.0	NA	200.1	76.0	147.9	185.6	247.1	NA	194.4	68.8	132.7	193.8	240.7
IL10, Evanston & Skokie	NA	130.5	41.5	103.3	124.5	144.3	NA	140.3	61.2	97.9	120.2	169.1	NA	127.6	56.0	86.8	124.2	156.8
IL11, City of Chicago	NA	68.3	27.4	48.6	68.4	87.1	NA	74.6	35.9	52.0	73.2	90.6	NA	79.7	43.3	50.1	70.5	99.7
IL12, Western Suburbs	NA	110.5	23.7	94.1	107.8	123.3	NA	122.3	37.4	96.2	115.7	142.0	NA	120.9	45.3	88.2	110.5	150.3
IL13, South & Southwest Suburbs	NA	98.8	23.4	86.2	99.0	112.7	NA	98.9	30.2	78.2	96.2	116.1	NA	90.8	33.9	64.8	83.5	117.2
% in poverty
IL 7, Chain of Lakes	6.6	6.1	5.2	3.3	4.5	6.6	5.9	5.7	5.7	2.1	4.3	6.6	8.4	8.9	8.2	3.4	6.9	12.0
IL 8, Northwest Suburbs	2.9	3.2	1.8	2.0	2.8	4.1	3.5	3.6	2.2	1.9	3.2	4.8	6.8	6.9	4.6	4.2	5.7	8.8
IL 9, North Shore	2.7	2.9	1.9	1.5	2.6	3.6	2.8	2.9	2.1	1.4	2.1	3.7	5.6	5.2	4.5	2.6	4.0	6.5
IL10, Evanston & Skokie	3.5	3.5	3.1	1.8	2.7	4.0	5.2	4.8	5.2	2.1	3.6	5.4	8.4	8.3	7.0	3.3	6.9	12.0
IL11, City of Chicago	18.1	20.0	17.0	6.5	14.2	30.1	15.8	19.0	15.5	7.5	13.8	27.6	15.6	17.4	12.1	8.2	14.5	23.7
IL12, Western Suburbs	3.8	4.4	4.3	2.3	3.4	4.9	4.2	4.6	3.2	2.4	3.8	5.9	6.8	6.8	4.7	3.1	5.9	9.9
IL13, South & Southwest Suburbs	6.9	8.0	10.4	3.1	4.7	7.6	6.8	8.2	7.8	3.4	5.5	9.4	10.5	11.0	8.5	4.6	8.6	15.5
% with BA+
IL 7, Chain of Lakes	17.2	20.3	13.8	10.7	16.0	27.6	32.8	32.9	19.9	15.7	30.7	52.2	39.7	38.0	22.6	17.0	34.6	58.1
IL 8, Northwest Suburbs	25.8	24.4	9.3	18.5	24.2	31.2	36.2	35.7	13.7	26.8	34.5	45.9	44.7	44.3	14.8	32.4	45.5	55.0
IL 9, North Shore	49.7	46.4	14.4	35.6	48.5	56.1	63.7	61.2	15.8	53.7	64.2	71.9	73.5	75.2	12.2	68.9	78.0	84.2
IL10, Evanston & Skokie	35.7	36.9	18.2	22.9	31.9	50.0	49.8	49.9	19.9	33.7	45.7	65.2	58.3	60.2	18.7	43.5	59.5	76.9
IL11, City of Chicago	14.4	12.6	14.1	3.9	7.4	15.0	25.5	23.6	22.2	7.4	14.8	34.4	39.9	37.9	26.1	15.5	30.1	59.0
IL12, Western Suburbs	24.6	22.0	13.5	10.1	20.1	32.7	37.8	34.7	18.5	18.9	32.9	49.3	46.9	47.2	20.1	31.5	48.3	64.4
IL13, South & Southwest Suburbs	14.0	12.4	8.7	5.6	9.5	17.3	21.4	19.4	11.1	10.5	17.3	26.6	28.8	26.9	12.6	16.5	26.7	36.9

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 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	1,752	1,706	1,014	110	62	461	56	2	1
IL 8, Northwest Suburbs	1,554	1,487	882	161	33	362	47	1	1
IL 9, North Shore	535	496	346	59	18	54	17	2	0
IL10, Evanston & Skokie	577	553	301	102	45	79	24	2	0
IL11, City of Chicago	4,384	4,289	911	228	1,040	1,998	108	2	2
IL12, Western Suburbs	4,366	4,216	2,484	360	257	958	148	4	5
IL13, South & Southwest Suburbs	3,324	3,217	1,743	74	605	680	108	5	2
All	16,492	15,964	7,681	1,094	2,060	4,592	508	18	11
Purchased students by geomarket
IL 7, Chain of Lakes	1,752	100	59.4	6.4	3.6	27.0	3.3	0.1	0.1
IL 8, Northwest Suburbs	1,554	100	59.3	10.8	2.2	24.3	3.2	0.1	0.1
IL 9, North Shore	535	100	69.8	11.9	3.6	10.9	3.4	0.4	0.0
IL10, Evanston & Skokie	577	100	54.4	18.4	8.1	14.3	4.3	0.4	0.0
IL11, City of Chicago	4,384	100	21.2	5.3	24.2	46.6	2.5	0.0	0.0
IL12, Western Suburbs	4,366	100	58.9	8.5	6.1	22.7	3.5	0.1	0.1
IL13, South & Southwest Suburbs	3,324	100	54.2	2.3	18.8	21.1	3.4	0.2	0.1
All	16,492	100	48.1	6.9	12.9	28.8	3.2	0.1	0.1
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	1,752	10.7	13.2	10.1	3.0	10.0	11.0	11.1	9.1
IL 8, Northwest Suburbs	1,554	9.3	11.5	14.7	1.6	7.9	9.3	5.6	9.1
IL 9, North Shore	535	3.1	4.5	5.4	0.9	1.2	3.3	11.1	0.0
IL10, Evanston & Skokie	577	3.5	3.9	9.3	2.2	1.7	4.7	11.1	0.0
IL11, City of Chicago	4,384	26.9	11.9	20.8	50.5	43.5	21.3	11.1	18.2
IL12, Western Suburbs	4,366	26.4	32.3	32.9	12.5	20.9	29.1	22.2	45.5
IL13, South & Southwest Suburbs	3,324	20.2	22.7	6.8	29.4	14.8	21.3	27.8	18.2
All	16,492	100	100	100	100	100	100	100	100
Orders 392834 & 488035, SAT score 1160 - 1300
Count of purchased students
IL 7, Chain of Lakes	1,401	1,373	965	122	21	208	53	3	1
IL 8, Northwest Suburbs	1,539	1,500	982	230	25	205	55	1	2
IL 9, North Shore	913	814	588	107	15	72	31	1	0
IL10, Evanston & Skokie	678	603	376	129	20	56	22	0	0
IL11, City of Chicago	3,220	3,169	1,109	296	492	1,148	121	2	1
IL12, Western Suburbs	4,111	3,982	2,704	421	146	557	149	2	3
IL13, South & Southwest Suburbs	2,340	2,288	1,560	76	247	329	71	4	1
All	14,202	13,729	8,284	1,381	966	2,575	502	13	8
Purchased students by geomarket
IL 7, Chain of Lakes	1,401	100	70.3	8.9	1.5	15.1	3.9	0.2	0.1
IL 8, Northwest Suburbs	1,539	100	65.5	15.3	1.7	13.7	3.7	0.1	0.1
IL 9, North Shore	913	100	72.2	13.1	1.8	8.8	3.8	0.1	0.0
IL10, Evanston & Skokie	678	100	62.4	21.4	3.3	9.3	3.6	0.0	0.0
IL11, City of Chicago	3,220	100	35.0	9.3	15.5	36.2	3.8	0.1	0.0
IL12, Western Suburbs	4,111	100	67.9	10.6	3.7	14.0	3.7	0.1	0.1
IL13, South & Southwest Suburbs	2,340	100	68.2	3.3	10.8	14.4	3.1	0.2	0.0
All	14,202	100	60.3	10.1	7.0	18.8	3.7	0.1	0.1
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	1,401	10.0	11.6	8.8	2.2	8.1	10.6	23.1	12.5
IL 8, Northwest Suburbs	1,539	10.9	11.9	16.7	2.6	8.0	11.0	7.7	25.0
IL 9, North Shore	913	5.9	7.1	7.7	1.6	2.8	6.2	7.7	0.0
IL10, Evanston & Skokie	678	4.4	4.5	9.3	2.1	2.2	4.4	0.0	0.0
IL11, City of Chicago	3,220	23.1	13.4	21.4	50.9	44.6	24.1	15.4	12.5
IL12, Western Suburbs	4,111	29.0	32.6	30.5	15.1	21.6	29.7	15.4	37.5
IL13, South & Southwest Suburbs	2,340	16.7	18.8	5.5	25.6	12.8	14.1	30.8	12.5
All	14,202	100	100	100	100	100	100	100	100
Orders 392835 & 488053, SAT score 1310 - 1600
Count of purchased students
IL 7, Chain of Lakes	1,051	1,020	703	184	7	77	48	0	1
IL 8, Northwest Suburbs	1,280	1,265	764	343	5	82	70	0	1
IL 9, North Shore	1,110	1,067	630	335	3	55	44	0	0
IL10, Evanston & Skokie	617	599	395	126	8	34	35	0	1
IL11, City of Chicago	2,205	2,186	1,213	349	126	390	104	2	2
IL12, Western Suburbs	3,328	3,274	2,013	841	49	220	145	3	3
IL13, South & Southwest Suburbs	1,012	1,003	757	68	44	99	34	1	0
All	10,603	10,414	6,475	2,246	242	957	480	6	8
Purchased students by geomarket
IL 7, Chain of Lakes	1,051	100	68.9	18.0	0.7	7.5	4.7	0.0	0.1
IL 8, Northwest Suburbs	1,280	100	60.4	27.1	0.4	6.5	5.5	0.0	0.1
IL 9, North Shore	1,110	100	59.0	31.4	0.3	5.2	4.1	0.0	0.0
IL10, Evanston & Skokie	617	100	65.9	21.0	1.3	5.7	5.8	0.0	0.2
IL11, City of Chicago	2,205	100	55.5	16.0	5.8	17.8	4.8	0.1	0.1
IL12, Western Suburbs	3,328	100	61.5	25.7	1.5	6.7	4.4	0.1	0.1
IL13, South & Southwest Suburbs	1,012	100	75.5	6.8	4.4	9.9	3.4	0.1	0.0
All	10,603	100	62.2	21.6	2.3	9.2	4.6	0.1	0.1
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	1,051	9.8	10.9	8.2	2.9	8.0	10.0	0.0	12.5
IL 8, Northwest Suburbs	1,280	12.1	11.8	15.3	2.1	8.6	14.6	0.0	12.5
IL 9, North Shore	1,110	10.2	9.7	14.9	1.2	5.7	9.2	0.0	0.0
IL10, Evanston & Skokie	617	5.8	6.1	5.6	3.3	3.6	7.3	0.0	12.5
IL11, City of Chicago	2,205	21.0	18.7	15.5	52.1	40.8	21.7	33.3	25.0
IL12, Western Suburbs	3,328	31.4	31.1	37.4	20.2	23.0	30.2	50.0	37.5
IL13, South & Southwest Suburbs	1,012	9.6	11.7	3.0	18.2	10.3	7.1	16.7	0.0
All	10,603	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	1,752	1,717	327	396	994
IL 8, Northwest Suburbs	1,554	1,513	333	351	829
IL 9, North Shore	535	493	32	51	410
IL10, Evanston & Skokie	577	564	61	97	406
IL11, City of Chicago	4,384	4,276	1,440	1,216	1,620
IL12, Western Suburbs	4,366	4,276	647	882	2,747
IL13, South & Southwest Suburbs	3,324	3,227	641	943	1,643
All	16,492	16,066	3,481	3,936	8,650
Purchased students by geomarket
IL 7, Chain of Lakes	1,752	100	19.0	23.1	57.9
IL 8, Northwest Suburbs	1,554	100	22.0	23.2	54.8
IL 9, North Shore	535	100	6.5	10.3	83.2
IL10, Evanston & Skokie	577	100	10.8	17.2	72.0
IL11, City of Chicago	4,384	100	33.7	28.4	37.9
IL12, Western Suburbs	4,366	100	15.1	20.6	64.2
IL13, South & Southwest Suburbs	3,324	100	19.9	29.2	50.9
All	16,492	100	21.7	24.5	53.8
Purchased students by first-generation status
IL 7, Chain of Lakes	1,752	10.7	9.4	10.1	11.5
IL 8, Northwest Suburbs	1,554	9.4	9.6	8.9	9.6
IL 9, North Shore	535	3.1	0.9	1.3	4.7
IL10, Evanston & Skokie	577	3.5	1.8	2.5	4.7
IL11, City of Chicago	4,384	26.6	41.4	30.9	18.7
IL12, Western Suburbs	4,366	26.6	18.6	22.4	31.8
IL13, South & Southwest Suburbs	3,324	20.1	18.4	24.0	19.0
All	16,492	100	100	100	100
Orders 392834 & 488035, SAT score 1160 - 1300
Count of purchased students
IL 7, Chain of Lakes	1,401	1,369	137	194	1,038
IL 8, Northwest Suburbs	1,539	1,518	182	262	1,074
IL 9, North Shore	913	826	30	63	733
IL10, Evanston & Skokie	678	611	38	76	497
IL11, City of Chicago	3,220	3,171	751	725	1,695
IL12, Western Suburbs	4,111	4,055	340	549	3,166
IL13, South & Southwest Suburbs	2,340	2,298	272	600	1,426
All	14,202	13,848	1,750	2,469	9,630
Purchased students by geomarket
IL 7, Chain of Lakes	1,401	100	10.0	14.2	75.8
IL 8, Northwest Suburbs	1,539	100	12.0	17.3	70.8
IL 9, North Shore	913	100	3.6	7.6	88.7
IL10, Evanston & Skokie	678	100	6.2	12.4	81.3
IL11, City of Chicago	3,220	100	23.7	22.9	53.5
IL12, Western Suburbs	4,111	100	8.4	13.5	78.1
IL13, South & Southwest Suburbs	2,340	100	11.8	26.1	62.1
All	14,202	100	12.6	17.8	69.5
Purchased students by first-generation status
IL 7, Chain of Lakes	1,401	9.9	7.8	7.9	10.8
IL 8, Northwest Suburbs	1,539	11.0	10.4	10.6	11.2
IL 9, North Shore	913	6.0	1.7	2.6	7.6
IL10, Evanston & Skokie	678	4.4	2.2	3.1	5.2
IL11, City of Chicago	3,220	22.9	42.9	29.4	17.6
IL12, Western Suburbs	4,111	29.3	19.4	22.2	32.9
IL13, South & Southwest Suburbs	2,340	16.6	15.5	24.3	14.8
All	14,202	100	100	100	100
Orders 392835 & 488053, SAT score 1310 - 1600
Count of purchased students
IL 7, Chain of Lakes	1,051	1,050	36	88	926
IL 8, Northwest Suburbs	1,280	1,271	49	142	1,080
IL 9, North Shore	1,110	1,088	13	41	1,034
IL10, Evanston & Skokie	617	608	6	35	567
IL11, City of Chicago	2,205	2,201	237	300	1,664
IL12, Western Suburbs	3,328	3,305	99	182	3,024
IL13, South & Southwest Suburbs	1,012	1,009	71	186	752
All	10,603	10,532	511	974	9,048
Purchased students by geomarket
IL 7, Chain of Lakes	1,051	100	3.4	8.4	88.2
IL 8, Northwest Suburbs	1,280	100	3.9	11.2	85.0
IL 9, North Shore	1,110	100	1.2	3.8	95.0
IL10, Evanston & Skokie	617	100	1.0	5.8	93.3
IL11, City of Chicago	2,205	100	10.8	13.6	75.6
IL12, Western Suburbs	3,328	100	3.0	5.5	91.5
IL13, South & Southwest Suburbs	1,012	100	7.0	18.4	74.5
All	10,603	100	4.9	9.2	85.9
Purchased students by first-generation status
IL 7, Chain of Lakes	1,051	10.0	7.0	9.0	10.2
IL 8, Northwest Suburbs	1,280	12.1	9.6	14.6	11.9
IL 9, North Shore	1,110	10.3	2.5	4.2	11.4
IL10, Evanston & Skokie	617	5.8	1.2	3.6	6.3
IL11, City of Chicago	2,205	20.9	46.4	30.8	18.4
IL12, Western Suburbs	3,328	31.4	19.4	18.7	33.4
IL13, South & Southwest Suburbs	1,012	9.6	13.9	19.1	8.3
All	10,603	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
IL 7, Chain of Lakes	1,684	19.3	23.0	57.7
IL 8, Northwest Suburbs	1,455	21.4	23.6	55.0
IL 9, North Shore	468	6.8	10.3	82.9
IL10, Evanston & Skokie	548	10.9	17.7	71.4
IL11, City of Chicago	4,206	33.9	28.5	37.6
IL12, Western Suburbs	4,171	15.2	20.5	64.3
IL13, South & Southwest Suburbs	3,163	20.0	29.1	50.9
All	15,695	21.8	24.5	53.7
Asian
IL 7, Chain of Lakes	110	11.8	15.5	72.7
IL 8, Northwest Suburbs	157	11.5	19.7	68.8
IL 9, North Shore	57	7.0	12.3	80.7
IL10, Evanston & Skokie	101	9.9	25.7	64.4
IL11, City of Chicago	227	29.1	26.9	44.1
IL12, Western Suburbs	355	9.6	20.0	70.4
IL13, South & Southwest Suburbs	74	6.8	25.7	67.6
All	1,081	13.9	21.5	64.7
Black/African American
IL 7, Chain of Lakes	62	14.5	25.8	59.7
IL 8, Northwest Suburbs	33	6.1	36.4	57.6
IL 9, North Shore	18	0.0	11.1	88.9
IL10, Evanston & Skokie	45	11.1	20.0	68.9
IL11, City of Chicago	1,011	16.5	33.8	49.7
IL12, Western Suburbs	252	11.1	24.2	64.7
IL13, South & Southwest Suburbs	599	11.2	31.1	57.8
All	2,020	13.8	31.1	55.1
Hispanic/Latino
IL 7, Chain of Lakes	450	49.8	27.6	22.7
IL 8, Northwest Suburbs	358	50.8	21.2	27.9
IL 9, North Shore	51	33.3	17.6	49.0
IL10, Evanston & Skokie	79	34.2	16.5	49.4
IL11, City of Chicago	1,954	51.6	27.1	21.3
IL12, Western Suburbs	942	41.0	26.2	32.8
IL13, South & Southwest Suburbs	671	41.9	30.1	28.0
All	4,505	47.2	26.6	26.2
White
IL 7, Chain of Lakes	1,004	7.2	21.9	70.9
IL 8, Northwest Suburbs	858	12.1	25.1	62.8
IL 9, North Shore	323	3.4	8.4	88.2
IL10, Evanston & Skokie	298	5.7	14.8	79.5
IL11, City of Chicago	904	18.7	25.8	55.5
IL12, Western Suburbs	2,466	7.0	18.2	74.9
IL13, South & Southwest Suburbs	1,705	15.5	28.3	56.1
All	7,558	10.7	22.1	67.2
Two or More Races, Non-Hispanic
IL 7, Chain of Lakes	55	12.7	18.2	69.1
IL 8, Northwest Suburbs	47	12.8	19.1	68.1
IL 9, North Shore	17	0.0	17.6	82.4
IL10, Evanston & Skokie	24	4.2	16.7	79.2
IL11, City of Chicago	106	13.2	30.2	56.6
IL12, Western Suburbs	147	10.2	19.0	70.7
IL13, South & Southwest Suburbs	107	13.1	26.2	60.7
All	503	11.3	22.7	66.0
American Indian/Alaska Native
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	1	0.0	100.0	0.0
IL11, City of Chicago	2	0.0	50.0	50.0
IL12, Western Suburbs	4	0.0	0.0	100.0
IL13, South & Southwest Suburbs	5	0.0	20.0	80.0
All	17	0.0	17.6	82.4
Native Hawaiian/Pacific Islander
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	5	20.0	0.0	80.0
IL13, South & Southwest Suburbs	2	50.0	50.0	0.0
All	11	27.3	18.2	54.5
Orders 392834 & 488035, SAT score 1160 - 1300
All
IL 7, Chain of Lakes	1,353	10.0	14.3	75.8
IL 8, Northwest Suburbs	1,485	11.9	17.4	70.8
IL 9, North Shore	786	3.7	7.8	88.5
IL10, Evanston & Skokie	595	6.4	12.4	81.2
IL11, City of Chicago	3,138	23.8	22.9	53.3
IL12, Western Suburbs	3,958	8.4	13.7	77.9
IL13, South & Southwest Suburbs	2,263	12.0	26.2	61.8
All	13,578	12.7	18.0	69.3
Asian
IL 7, Chain of Lakes	121	5.8	9.9	84.3
IL 8, Northwest Suburbs	229	4.8	16.2	79.0
IL 9, North Shore	106	5.7	14.2	80.2
IL10, Evanston & Skokie	129	10.1	19.4	70.5
IL11, City of Chicago	292	29.8	20.2	50.0
IL12, Western Suburbs	418	5.0	12.2	82.8
IL13, South & Southwest Suburbs	75	13.3	21.3	65.3
All	1,370	11.3	15.7	73.0
Black/African American
IL 7, Chain of Lakes	20	5.0	20.0	75.0
IL 8, Northwest Suburbs	25	4.0	24.0	72.0
IL 9, North Shore	15	6.7	13.3	80.0
IL10, Evanston & Skokie	20	15.0	20.0	65.0
IL11, City of Chicago	487	11.3	27.9	60.8
IL12, Western Suburbs	143	9.1	16.8	74.1
IL13, South & Southwest Suburbs	245	7.3	29.4	63.3
All	955	9.6	26.0	64.4
Hispanic/Latino
IL 7, Chain of Lakes	204	43.1	20.6	36.3
IL 8, Northwest Suburbs	204	46.1	22.5	31.4
IL 9, North Shore	72	12.5	12.5	75.0
IL10, Evanston & Skokie	54	16.7	13.0	70.4
IL11, City of Chicago	1,139	43.7	29.4	26.9
IL12, Western Suburbs	551	29.4	24.5	46.1
IL13, South & Southwest Suburbs	327	32.1	26.6	41.3
All	2,551	37.8	25.9	36.3
White
IL 7, Chain of Lakes	951	3.9	13.7	82.4
IL 8, Northwest Suburbs	970	6.9	16.9	76.2
IL 9, North Shore	561	2.1	5.5	92.3
IL10, Evanston & Skokie	370	3.5	9.7	86.8
IL11, City of Chicago	1,097	8.8	15.6	75.7
IL12, Western Suburbs	2,694	4.8	11.6	83.6
IL13, South & Southwest Suburbs	1,540	8.4	25.6	66.0
All	8,183	5.9	15.2	78.9
Two or More Races, Non-Hispanic
IL 7, Chain of Lakes	53	3.8	9.4	86.8
IL 8, Northwest Suburbs	54	5.6	9.3	85.2
IL 9, North Shore	31	3.2	12.9	83.9
IL10, Evanston & Skokie	22	0.0	9.1	90.9
IL11, City of Chicago	120	6.7	15.8	77.5
IL12, Western Suburbs	147	6.1	12.2	81.6
IL13, South & Southwest Suburbs	71	9.9	33.8	56.3
All	498	6.0	15.5	78.5
American Indian/Alaska Native
IL 7, Chain of Lakes	3	0.0	0.0	100.0
IL 8, Northwest Suburbs	1	0.0	0.0	100.0
IL 9, North Shore	1	0.0	0.0	100.0
IL11, City of Chicago	2	50.0	0.0	50.0
IL12, Western Suburbs	2	0.0	0.0	100.0
IL13, South & Southwest Suburbs	4	50.0	0.0	50.0
All	13	23.1	0.0	76.9
Native Hawaiian/Pacific Islander
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
All	8	12.5	0.0	87.5
Orders 392835 & 488053, SAT score 1310 - 1600
All
IL 7, Chain of Lakes	1,019	3.4	8.3	88.2
IL 8, Northwest Suburbs	1,257	3.9	11.1	85.0
IL 9, North Shore	1,056	1.1	3.8	95.1
IL10, Evanston & Skokie	595	1.0	5.9	93.1
IL11, City of Chicago	2,183	10.9	13.7	75.4
IL12, Western Suburbs	3,259	3.0	5.5	91.4
IL13, South & Southwest Suburbs	1,000	7.1	18.5	74.4
All	10,369	4.9	9.3	85.8
Asian
IL 7, Chain of Lakes	183	3.3	4.4	92.3
IL 8, Northwest Suburbs	341	2.9	8.8	88.3
IL 9, North Shore	334	1.2	4.8	94.0
IL10, Evanston & Skokie	126	1.6	9.5	88.9
IL11, City of Chicago	348	20.7	18.7	60.6
IL12, Western Suburbs	838	2.5	3.0	94.5
IL13, South & Southwest Suburbs	68	5.9	11.8	82.4
All	2,238	5.3	7.3	87.4
Black/African American
IL 7, Chain of Lakes	7	0.0	14.3	85.7
IL 8, Northwest Suburbs	5	0.0	0.0	100.0
IL 9, North Shore	3	0.0	0.0	100.0
IL10, Evanston & Skokie	8	0.0	0.0	100.0
IL11, City of Chicago	126	3.2	23.0	73.8
IL12, Western Suburbs	48	8.3	4.2	87.5
IL13, South & Southwest Suburbs	44	4.5	15.9	79.5
All	241	4.1	16.2	79.7
Hispanic/Latino
IL 7, Chain of Lakes	77	23.4	13.0	63.6
IL 8, Northwest Suburbs	82	17.1	23.2	59.8
IL 9, North Shore	54	1.9	7.4	90.7
IL10, Evanston & Skokie	34	5.9	2.9	91.2
IL11, City of Chicago	390	28.2	21.8	50.0
IL12, Western Suburbs	219	16.0	15.5	68.5
IL13, South & Southwest Suburbs	99	26.3	25.3	48.5
All	955	21.6	18.6	59.8
White
IL 7, Chain of Lakes	703	1.4	8.5	90.0
IL 8, Northwest Suburbs	760	3.0	11.4	85.5
IL 9, North Shore	621	1.1	2.6	96.3
IL10, Evanston & Skokie	391	0.5	5.4	94.1
IL11, City of Chicago	1,211	3.8	9.2	87.0
IL12, Western Suburbs	2,005	1.9	5.3	92.8
IL13, South & Southwest Suburbs	754	4.9	18.7	76.4
All	6,445	2.5	8.4	89.0
Two or More Races, Non-Hispanic
IL 7, Chain of Lakes	48	2.1	12.5	85.4
IL 8, Northwest Suburbs	68	2.9	2.9	94.1
IL 9, North Shore	44	0.0	9.1	90.9
IL10, Evanston & Skokie	35	0.0	2.9	97.1
IL11, City of Chicago	104	3.8	8.7	87.5
IL12, Western Suburbs	143	0.7	9.1	90.2
IL13, South & Southwest Suburbs	34	5.9	11.8	82.4
All	476	2.1	8.2	89.7
American Indian/Alaska Native
IL11, City of Chicago	2	0.0	0.0	100.0
IL12, Western Suburbs	3	0.0	0.0	100.0
IL13, South & Southwest Suburbs	1	0.0	0.0	100.0
All	6	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
IL 7, Chain of Lakes	1	0.0	0.0	100.0
IL 8, Northwest Suburbs	1	0.0	100.0	0.0
IL10, Evanston & Skokie	1	0.0	0.0	100.0
IL11, City of Chicago	2	50.0	0.0	50.0
IL12, Western Suburbs	3	0.0	0.0	100.0
All	8	12.5	12.5	75.0

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
OH 2, North Central Ohio	91.3	90.9	13.9	90.2	97.4	98.6	88.6	88.5	15.3	86.4	95.3	97.5	84.7	83.3	17.5	78.0	90.2	94.7
OH 3, City of Cleveland (West)	96.3	92.8	11.8	93.6	97.4	98.4	87.3	84.8	17.3	82.9	93.0	95.7	77.5	75.7	19.3	62.2	85.1	90.3
OH 4, City of Cleveland (East)	54.0	53.2	40.4	4.6	62.9	95.8	39.6	40.4	35.4	2.3	35.4	76.8	30.9	28.0	25.5	4.4	23.0	43.7
OH 5, Cuyahoga, Geauga, & Lake Co	98.1	95.1	10.5	97.1	98.2	98.8	94.3	90.6	15.9	92.2	96.6	97.7	87.4	86.3	13.8	84.1	91.0	95.7
OH 6, Northeast Ohio	91.8	88.1	22.0	92.0	97.6	98.9	88.9	86.3	21.7	88.3	95.5	97.7	84.8	81.9	20.7	78.9	90.3	95.3
% Asian, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	NA	0.5	0.5	0.8	0.1	0.3	0.7	0.8	0.8	1.6	0.0	0.0	0.7
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	NA	1.9	1.7	1.3	0.8	1.3	2.2	3.1	2.9	3.6	0.8	2.0	4.0
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	NA	1.4	1.9	5.4	0.1	0.5	1.6	2.4	2.2	5.2	0.0	0.3	1.6
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	NA	1.4	1.4	1.7	0.3	0.7	1.7	2.3	2.5	4.7	0.0	0.6	2.6
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	NA	0.7	0.7	1.1	0.1	0.3	0.8	1.6	1.5	2.9	0.0	0.4	1.5
% Black, non-Hispanic
OH 2, North Central Ohio	6.1	6.0	11.0	0.2	1.0	4.8	6.1	6.1	11.2	0.3	1.1	6.2	5.8	6.4	9.9	0.3	1.5	8.6
OH 3, City of Cleveland (West)	1.4	2.6	9.9	0.1	0.2	0.9	3.9	5.3	10.2	0.5	1.2	6.0	7.2	8.0	9.9	1.3	3.8	11.3
OH 4, City of Cleveland (East)	44.9	43.6	41.4	1.5	33.8	93.5	55.8	53.1	37.7	12.8	55.6	94.8	60.9	63.5	28.9	42.9	69.9	90.1
OH 5, Cuyahoga, Geauga, & Lake Co	1.4	3.5	10.0	0.1	0.4	1.3	2.2	5.8	14.4	0.4	0.9	3.1	4.6	4.9	7.0	0.5	2.0	6.7
OH 6, Northeast Ohio	7.4	10.4	21.4	0.2	1.0	6.3	7.9	10.3	20.2	0.5	1.7	7.3	8.0	10.2	17.0	0.6	2.4	10.6
% Hispanic
OH 2, North Central Ohio	2.6	2.5	6.2	0.5	0.9	1.4	3.4	3.4	6.8	0.8	1.3	2.4	5.9	6.2	8.9	1.3	3.4	6.5
OH 3, City of Cleveland (West)	2.3	3.3	5.6	0.6	0.9	2.9	5.3	6.4	10.0	1.2	1.9	5.8	9.2	9.9	11.2	2.3	4.8	13.6
OH 4, City of Cleveland (East)	1.1	1.8	3.4	0.5	0.8	1.4	1.7	2.8	6.1	0.7	1.1	1.8	2.8	2.8	3.7	0.5	1.4	3.7
OH 5, Cuyahoga, Geauga, & Lake Co	0.5	0.5	0.6	0.3	0.4	0.6	1.3	1.2	2.3	0.5	0.7	1.0	3.5	3.7	6.1	1.0	1.7	4.3
OH 6, Northeast Ohio	0.8	0.9	1.8	0.4	0.6	0.9	1.2	1.3	2.3	0.6	0.8	1.2	2.7	3.1	4.6	0.6	1.7	3.8
% Two+, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	NA	1.2	1.1	0.9	0.6	0.8	1.3	2.6	2.8	3.3	0.8	2.1	3.9
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	NA	1.5	1.5	1.1	0.7	1.2	2.0	2.9	3.0	2.3	1.3	2.5	4.0
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	NA	1.4	1.5	1.0	0.8	1.3	2.0	2.8	2.7	2.6	0.9	2.1	3.7
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	NA	0.8	0.9	0.5	0.5	0.7	1.0	2.2	2.3	2.5	0.6	1.4	3.3
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	NA	1.1	1.1	0.8	0.6	0.8	1.4	2.8	3.0	3.2	1.0	2.0	4.0
% NHPI, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
% AIAN, non-Hispanic
OH 2, North Central Ohio	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.1	0.3	0.2	0.2	0.5	0.0	0.0	0.2
OH 3, City of Cleveland (West)	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.1	0.3	0.1	0.1	0.3	0.0	0.0	0.0
OH 4, City of Cleveland (East)	NA	NA	NA	NA	NA	NA	0.1	0.2	0.2	0.0	0.1	0.2	0.1	0.2	0.5	0.0	0.0	0.1
OH 5, Cuyahoga, Geauga, & Lake Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.2	0.0	0.0	0.0
OH 6, Northeast Ohio	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.1	0.2	0.1	0.1	0.4	0.0	0.0	0.0
Median income
OH 2, North Central Ohio	NA	82.7	22.1	67.4	86.0	97.5	NA	80.9	23.4	65.2	78.3	95.2	NA	67.6	23.0	52.3	68.4	81.1
OH 3, City of Cleveland (West)	NA	83.4	27.1	62.1	83.1	105.6	NA	86.2	32.0	63.4	83.7	107.1	NA	76.3	30.5	53.4	73.6	93.0
OH 4, City of Cleveland (East)	NA	65.7	37.0	39.9	60.2	85.5	NA	62.1	38.3	36.7	54.8	79.9	NA	53.7	35.7	32.2	44.2	66.3
OH 5, Cuyahoga, Geauga, & Lake Co	NA	106.1	36.9	85.1	97.6	112.8	NA	109.9	52.7	80.2	95.4	118.8	NA	97.0	37.8	73.8	88.5	106.4
OH 6, Northeast Ohio	NA	78.0	25.0	62.2	78.9	93.2	NA	76.9	28.9	59.2	74.3	91.6	NA	68.9	28.6	50.3	68.0	83.5
% in poverty
OH 2, North Central Ohio	8.9	9.2	7.8	4.3	6.4	11.7	9.1	9.1	6.9	4.1	7.1	11.9	12.9	14.0	10.8	6.8	10.7	17.9
OH 3, City of Cleveland (West)	7.0	10.0	12.2	2.8	4.9	12.2	8.4	9.9	10.7	3.0	5.3	11.2	12.4	13.1	11.3	4.6	9.3	18.4
OH 4, City of Cleveland (East)	16.5	21.4	18.8	5.2	16.6	33.0	18.6	21.6	17.6	6.8	17.5	32.9	24.8	25.9	16.0	12.8	24.7	35.1
OH 5, Cuyahoga, Geauga, & Lake Co	4.0	4.6	3.2	2.5	3.6	6.2	4.8	5.2	3.5	2.8	4.4	6.5	7.1	7.1	5.1	3.8	5.8	8.7
OH 6, Northeast Ohio	9.1	11.2	10.4	4.5	7.3	13.2	9.9	11.3	10.1	4.7	7.7	13.7	13.2	14.9	12.2	6.6	10.4	20.0
% with BA+
OH 2, North Central Ohio	11.0	11.5	8.2	5.8	9.3	14.7	14.1	14.6	10.5	8.3	11.4	18.7	20.9	19.3	12.1	10.7	16.5	24.3
OH 3, City of Cleveland (West)	15.3	13.1	9.6	5.2	10.0	18.6	25.7	23.8	14.2	12.5	21.8	33.2	34.5	32.6	17.2	18.4	30.8	46.1
OH 4, City of Cleveland (East)	14.8	12.2	14.4	3.0	5.8	15.6	21.4	19.6	19.1	6.0	12.5	29.2	28.0	26.2	21.9	10.3	16.4	37.3
OH 5, Cuyahoga, Geauga, & Lake Co	18.5	17.8	12.3	8.9	14.3	22.7	29.0	28.1	17.3	14.7	23.4	36.8	36.4	35.2	17.6	22.0	31.9	46.0
OH 6, Northeast Ohio	12.5	11.1	9.2	4.9	8.6	14.2	18.9	17.1	12.6	8.2	13.1	22.2	25.7	23.5	14.7	12.6	20.2	31.8

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 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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
TX19, City of Dallas	60.5	62.9	34.9	32.0	79.4	92.1	35.4	41.1	31.0	12.6	36.6	66.2	29.9	34.5	28.9	9.7	23.6	57.8
TX20, City of Fort Worth	73.4	72.9	30.8	60.3	89.1	94.5	55.1	57.8	29.3	32.3	68.0	82.9	42.1	41.8	25.0	19.6	43.0	61.8
TX21, Irving, Arlington, & Grand Prairie	89.3	82.7	17.8	80.6	88.6	92.7	53.4	53.3	20.3	38.1	54.2	69.4	29.3	28.9	18.8	16.2	23.5	37.3
TX22, Dallas Co (w/o City of Dallas)	91.2	87.2	12.8	85.8	91.0	94.2	58.6	57.6	21.0	45.5	61.9	72.7	30.5	30.9	18.4	17.2	26.5	41.1
TX23, Collin & Rockwall Co	90.7	90.6	9.0	89.5	92.3	96.2	76.8	77.8	11.7	73.9	79.7	85.0	57.0	57.4	16.5	46.2	59.2	68.4
TX24, West of Dallas/Ft. Worth Metroplex	93.4	89.9	12.5	89.2	93.7	95.9	80.3	78.9	13.3	71.3	82.5	89.2	62.7	62.9	18.9	48.2	64.6	78.9
% Asian, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	NA	2.4	2.8	4.3	0.3	1.1	3.1	3.4	3.7	5.4	0.0	1.8	5.1
TX20, City of Fort Worth	NA	NA	NA	NA	NA	NA	2.7	2.5	2.6	0.8	1.7	3.4	4.4	4.2	5.3	0.5	2.5	5.6
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	NA	6.2	5.8	5.1	2.1	4.4	7.8	10.7	11.6	16.3	2.4	5.2	13.3
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	NA	5.6	5.5	5.8	1.2	2.9	8.6	7.7	7.9	9.6	0.7	4.1	12.2
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	NA	6.5	6.0	5.7	1.3	5.0	9.0	14.5	14.1	13.9	3.4	10.5	20.0
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	NA	3.0	3.2	4.1	0.4	1.7	4.3	7.0	6.8	8.7	0.8	3.6	9.8
% Black, non-Hispanic
TX19, City of Dallas	27.5	23.8	34.5	1.0	4.2	29.6	24.9	24.7	28.6	3.5	11.3	36.9	23.0	21.1	22.2	3.5	13.6	32.4
TX20, City of Fort Worth	16.5	16.2	28.9	0.5	2.1	14.0	15.6	16.2	22.8	2.0	4.8	23.0	15.8	16.2	16.6	3.9	9.6	24.3
TX21, Irving, Arlington, & Grand Prairie	3.4	5.5	10.9	0.8	1.7	5.4	12.6	12.6	10.1	5.0	9.6	17.0	19.1	19.3	14.5	7.8	16.0	28.7
TX22, Dallas Co (w/o City of Dallas)	3.5	5.6	11.9	0.8	2.2	4.9	15.8	15.3	15.6	5.2	9.7	18.3	25.0	25.2	21.2	9.9	18.9	31.2
TX23, Collin & Rockwall Co	4.4	3.7	5.2	0.6	2.4	4.0	4.6	4.6	3.1	2.4	4.2	5.9	9.4	9.2	6.9	4.0	7.7	13.4
TX24, West of Dallas/Ft. Worth Metroplex	2.5	4.1	11.4	0.3	0.9	3.7	4.3	5.4	7.8	1.2	3.0	6.7	8.9	8.7	9.5	1.5	5.5	12.5
% Hispanic
TX19, City of Dallas	12.0	11.8	15.5	2.6	5.3	12.8	35.9	29.8	25.9	9.9	20.6	45.1	41.8	38.4	26.7	14.6	32.2	60.9
TX20, City of Fort Worth	10.0	9.7	14.8	2.7	4.5	8.3	24.8	21.6	21.4	8.3	13.0	25.1	34.9	35.0	22.8	16.6	27.9	47.8
TX21, Irving, Arlington, & Grand Prairie	7.3	9.6	14.0	3.5	5.4	9.3	25.5	26.0	19.6	9.8	18.5	39.4	38.3	37.3	24.3	16.1	30.4	59.1
TX22, Dallas Co (w/o City of Dallas)	5.3	5.6	3.9	2.8	4.5	7.2	18.0	19.6	16.0	8.9	14.1	25.4	34.0	33.1	19.7	17.9	29.6	45.4
TX23, Collin & Rockwall Co	4.9	4.3	4.8	2.0	2.8	4.6	10.4	9.6	9.1	5.1	6.5	10.3	15.6	15.8	12.4	7.2	12.0	20.8
TX24, West of Dallas/Ft. Worth Metroplex	4.1	4.6	3.3	2.5	3.5	5.6	10.4	10.3	6.5	5.8	8.6	13.2	17.9	18.1	12.4	9.2	15.2	23.2
% Two+, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	NA	1.1	1.1	0.8	0.6	1.0	1.5	1.7	1.9	2.2	0.1	1.1	2.9
TX20, City of Fort Worth	NA	NA	NA	NA	NA	NA	1.3	1.3	0.6	0.9	1.2	1.6	2.4	2.2	2.0	0.6	1.8	3.4
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	NA	1.7	1.7	0.7	1.2	1.6	2.0	2.2	2.2	2.0	0.6	1.8	3.3
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	NA	1.5	1.4	0.6	1.1	1.3	1.7	2.5	2.4	2.1	0.8	2.0	3.5
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	NA	1.4	1.4	0.5	1.1	1.3	1.6	3.1	3.0	2.9	1.2	2.2	3.8
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	NA	1.3	1.4	0.6	1.0	1.3	1.6	3.0	2.9	2.6	1.3	2.3	3.8
% NHPI, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
TX20, City of Fort Worth	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.0	0.1	0.1	0.1	0.7	0.0	0.0	0.0
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.0	0.1	0.2	0.2	0.9	0.0	0.0	0.0
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.2	0.0	0.0	0.0
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.1	0.1	0.1	0.2	0.0	0.0	0.0
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	NA	0.1	0.1	0.5	0.0	0.0	0.1	0.1	0.1	0.7	0.0	0.0	0.0
% AIAN, non-Hispanic
TX19, City of Dallas	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.2	0.4	0.0	0.0	0.2
TX20, City of Fort Worth	NA	NA	NA	NA	NA	NA	0.4	0.4	0.2	0.3	0.4	0.5	0.3	0.3	0.7	0.0	0.0	0.2
TX21, Irving, Arlington, & Grand Prairie	NA	NA	NA	NA	NA	NA	0.5	0.5	0.2	0.3	0.4	0.5	0.2	0.2	0.7	0.0	0.0	0.2
TX22, Dallas Co (w/o City of Dallas)	NA	NA	NA	NA	NA	NA	0.4	0.4	0.2	0.3	0.4	0.5	0.2	0.2	0.6	0.0	0.0	0.2
TX23, Collin & Rockwall Co	NA	NA	NA	NA	NA	NA	0.4	0.4	0.2	0.2	0.4	0.5	0.3	0.3	0.5	0.0	0.0	0.3
TX24, West of Dallas/Ft. Worth Metroplex	NA	NA	NA	NA	NA	NA	0.5	0.5	0.2	0.3	0.5	0.6	0.3	0.3	0.6	0.0	0.0	0.4
Median income
TX19, City of Dallas	NA	84.2	52.0	54.4	70.6	96.2	NA	87.7	56.5	56.5	72.6	97.2	NA	86.2	56.9	49.7	67.5	101.7
TX20, City of Fort Worth	NA	78.1	36.7	53.3	73.6	95.8	NA	83.1	40.8	56.7	75.2	99.7	NA	80.9	33.9	54.2	73.6	102.7
TX21, Irving, Arlington, & Grand Prairie	NA	83.9	22.4	68.0	83.0	101.1	NA	91.6	36.0	66.7	83.4	112.1	NA	83.6	34.9	57.6	77.3	100.0
TX22, Dallas Co (w/o City of Dallas)	NA	99.8	28.5	82.5	96.6	111.8	NA	101.9	38.3	75.8	95.6	121.4	NA	90.8	32.1	68.3	85.8	105.4
TX23, Collin & Rockwall Co	NA	109.9	34.9	85.5	106.8	127.5	NA	136.6	48.4	98.4	129.7	162.1	NA	128.6	47.3	93.3	124.0	158.3
TX24, West of Dallas/Ft. Worth Metroplex	NA	86.4	25.1	70.6	83.1	100.6	NA	108.2	48.8	75.8	94.6	128.8	NA	119.5	54.6	79.7	103.6	146.0
% in poverty
TX19, City of Dallas	13.8	14.2	14.2	4.4	8.1	19.6	14.5	14.8	12.5	6.1	11.6	20.0	15.6	15.4	10.8	6.4	13.8	22.2
TX20, City of Fort Worth	11.4	12.2	11.2	4.2	8.5	16.1	12.1	12.8	10.9	4.9	9.2	17.3	12.1	13.3	10.2	6.0	10.8	19.3
TX21, Irving, Arlington, & Grand Prairie	6.6	8.6	7.1	4.0	6.1	11.4	9.1	9.8	7.6	4.3	7.8	13.6	11.2	11.5	8.8	4.9	9.4	16.1
TX22, Dallas Co (w/o City of Dallas)	4.7	5.7	4.3	3.0	4.3	6.9	6.4	7.4	5.4	3.4	6.2	10.1	9.1	9.4	8.1	3.9	7.6	13.0
TX23, Collin & Rockwall Co	6.6	6.3	5.7	2.5	4.4	8.3	4.2	4.6	3.8	1.9	3.5	6.5	6.0	6.3	7.4	2.5	4.8	7.9
TX24, West of Dallas/Ft. Worth Metroplex	8.4	8.4	6.6	4.0	6.9	11.5	6.9	7.3	6.6	2.7	6.0	9.8	6.9	7.2	6.9	2.6	5.4	9.5
% with BA+
TX19, City of Dallas	22.9	20.6	17.8	5.0	13.6	32.2	27.3	27.3	23.7	6.9	20.0	42.8	34.9	36.6	28.5	10.6	28.1	62.6
TX20, City of Fort Worth	16.5	16.0	13.6	5.1	12.1	24.5	20.9	21.9	16.5	8.5	16.6	34.0	28.3	27.9	19.7	11.0	24.7	40.0
TX21, Irving, Arlington, & Grand Prairie	21.0	17.7	11.6	8.1	15.0	25.0	27.5	26.2	16.4	11.3	25.6	36.8	31.4	31.8	20.2	15.0	29.1	44.1
TX22, Dallas Co (w/o City of Dallas)	21.6	21.4	14.0	10.4	18.1	31.4	27.5	27.1	17.3	14.0	22.8	37.3	29.1	29.1	18.1	15.8	25.0	35.7
TX23, Collin & Rockwall Co	27.3	27.8	15.2	15.5	25.1	40.7	46.2	43.3	19.0	26.9	48.1	60.0	52.3	51.9	17.1	41.4	54.5	64.7
TX24, West of Dallas/Ft. Worth Metroplex	19.0	18.6	12.4	8.9	13.7	26.9	32.5	30.2	16.7	15.9	28.1	41.1	41.3	40.7	17.6	26.2	39.6	53.6

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 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	1,002	974	399	39	100	399	33	2	2
TX20, City of Fort Worth	1,262	1,217	572	80	76	416	65	6	2
TX21, Irving, Arlington, & Grand Prairie	768	744	253	96	108	248	33	6	0
TX22, Dallas Co (w/o City of Dallas)	1,114	1,075	394	181	156	289	49	5	1
TX23, Collin & Rockwall Co	2,325	2,256	1,306	289	164	386	103	6	2
TX24, West of Dallas/Ft. Worth Metroplex	2,580	2,491	1,483	211	179	457	140	19	2
All	9,051	8,757	4,407	896	783	2,195	423	44	9
Purchased students by geomarket
TX19, City of Dallas	1,002	100	41.0	4.0	10.3	41.0	3.4	0.2	0.2
TX20, City of Fort Worth	1,262	100	47.0	6.6	6.2	34.2	5.3	0.5	0.2
TX21, Irving, Arlington, & Grand Prairie	768	100	34.0	12.9	14.5	33.3	4.4	0.8	0.0
TX22, Dallas Co (w/o City of Dallas)	1,114	100	36.7	16.8	14.5	26.9	4.6	0.5	0.1
TX23, Collin & Rockwall Co	2,325	100	57.9	12.8	7.3	17.1	4.6	0.3	0.1
TX24, West of Dallas/Ft. Worth Metroplex	2,580	100	59.5	8.5	7.2	18.3	5.6	0.8	0.1
All	9,051	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	1,002	11.1	9.1	4.4	12.8	18.2	7.8	4.5	22.2
TX20, City of Fort Worth	1,262	13.9	13.0	8.9	9.7	19.0	15.4	13.6	22.2
TX21, Irving, Arlington, & Grand Prairie	768	8.5	5.7	10.7	13.8	11.3	7.8	13.6	0.0
TX22, Dallas Co (w/o City of Dallas)	1,114	12.3	8.9	20.2	19.9	13.2	11.6	11.4	11.1
TX23, Collin & Rockwall Co	2,325	25.8	29.6	32.3	20.9	17.6	24.3	13.6	22.2
TX24, West of Dallas/Ft. Worth Metroplex	2,580	28.4	33.7	23.5	22.9	20.8	33.1	43.2	22.2
All	9,051	100	100	100	100	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
TX19, City of Dallas	485	473	242	34	42	136	19	0	0
TX20, City of Fort Worth	447	431	243	47	23	88	26	4	0
TX21, Irving, Arlington, & Grand Prairie	286	279	103	50	33	74	18	0	1
TX22, Dallas Co (w/o City of Dallas)	482	471	184	117	38	116	14	2	0
TX23, Collin & Rockwall Co	1,180	1,161	648	237	44	159	70	3	0
TX24, West of Dallas/Ft. Worth Metroplex	1,076	1,042	683	125	43	131	55	4	1
All	3,956	3,857	2,103	610	223	704	202	13	2
Purchased students by geomarket
TX19, City of Dallas	485	100	51.2	7.2	8.9	28.8	4.0	0.0	0.0
TX20, City of Fort Worth	447	100	56.4	10.9	5.3	20.4	6.0	0.9	0.0
TX21, Irving, Arlington, & Grand Prairie	286	100	36.9	17.9	11.8	26.5	6.5	0.0	0.4
TX22, Dallas Co (w/o City of Dallas)	482	100	39.1	24.8	8.1	24.6	3.0	0.4	0.0
TX23, Collin & Rockwall Co	1,180	100	55.8	20.4	3.8	13.7	6.0	0.3	0.0
TX24, West of Dallas/Ft. Worth Metroplex	1,076	100	65.5	12.0	4.1	12.6	5.3	0.4	0.1
All	3,956	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	485	12.3	11.5	5.6	18.8	19.3	9.4	0.0	0.0
TX20, City of Fort Worth	447	11.2	11.6	7.7	10.3	12.5	12.9	30.8	0.0
TX21, Irving, Arlington, & Grand Prairie	286	7.2	4.9	8.2	14.8	10.5	8.9	0.0	50.0
TX22, Dallas Co (w/o City of Dallas)	482	12.2	8.7	19.2	17.0	16.5	6.9	15.4	0.0
TX23, Collin & Rockwall Co	1,180	30.1	30.8	38.9	19.7	22.6	34.7	23.1	0.0
TX24, West of Dallas/Ft. Worth Metroplex	1,076	27.0	32.5	20.5	19.3	18.6	27.2	30.8	50.0
All	3,956	100	100	100	100	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
TX19, City of Dallas	710	694	388	109	42	124	27	4	0
TX20, City of Fort Worth	481	466	269	68	17	84	25	3	0
TX21, Irving, Arlington, & Grand Prairie	289	286	124	82	17	50	10	2	1
TX22, Dallas Co (w/o City of Dallas)	613	603	228	257	27	65	23	3	0
TX23, Collin & Rockwall Co	1,895	1,864	752	815	56	148	83	9	1
TX24, West of Dallas/Ft. Worth Metroplex	1,498	1,450	819	357	42	165	66	1	0
All	5,486	5,363	2,580	1,688	201	636	234	22	2
Purchased students by geomarket
TX19, City of Dallas	710	100	55.9	15.7	6.1	17.9	3.9	0.6	0.0
TX20, City of Fort Worth	481	100	57.7	14.6	3.6	18.0	5.4	0.6	0.0
TX21, Irving, Arlington, & Grand Prairie	289	100	43.4	28.7	5.9	17.5	3.5	0.7	0.3
TX22, Dallas Co (w/o City of Dallas)	613	100	37.8	42.6	4.5	10.8	3.8	0.5	0.0
TX23, Collin & Rockwall Co	1,895	100	40.3	43.7	3.0	7.9	4.5	0.5	0.1
TX24, West of Dallas/Ft. Worth Metroplex	1,498	100	56.5	24.6	2.9	11.4	4.6	0.1	0.0
All	5,486	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	710	12.9	15.0	6.5	20.9	19.5	11.5	18.2	0.0
TX20, City of Fort Worth	481	8.7	10.4	4.0	8.5	13.2	10.7	13.6	0.0
TX21, Irving, Arlington, & Grand Prairie	289	5.3	4.8	4.9	8.5	7.9	4.3	9.1	50.0
TX22, Dallas Co (w/o City of Dallas)	613	11.2	8.8	15.2	13.4	10.2	9.8	13.6	0.0
TX23, Collin & Rockwall Co	1,895	34.8	29.1	48.3	27.9	23.3	35.5	40.9	50.0
TX24, West of Dallas/Ft. Worth Metroplex	1,498	27.0	31.7	21.1	20.9	25.9	28.2	4.5	0.0
All	5,486	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	1,002	982	202	171	609
TX20, City of Fort Worth	1,262	1,224	205	308	711
TX21, Irving, Arlington, & Grand Prairie	768	763	168	179	416
TX22, Dallas Co (w/o City of Dallas)	1,114	1,095	172	261	662
TX23, Collin & Rockwall Co	2,325	2,306	138	340	1,828
TX24, West of Dallas/Ft. Worth Metroplex	2,580	2,565	200	491	1,874
All	9,051	8,935	1,085	1,750	6,101
Purchased students by geomarket
TX19, City of Dallas	1,002	100	20.6	17.4	62.0
TX20, City of Fort Worth	1,262	100	16.7	25.2	58.1
TX21, Irving, Arlington, & Grand Prairie	768	100	22.0	23.5	54.5
TX22, Dallas Co (w/o City of Dallas)	1,114	100	15.7	23.8	60.5
TX23, Collin & Rockwall Co	2,325	100	6.0	14.7	79.3
TX24, West of Dallas/Ft. Worth Metroplex	2,580	100	7.8	19.1	73.1
All	9,051	100	12.1	19.6	68.3
Purchased students by first-generation status
TX19, City of Dallas	1,002	11.0	18.6	9.8	10.0
TX20, City of Fort Worth	1,262	13.7	18.9	17.6	11.7
TX21, Irving, Arlington, & Grand Prairie	768	8.5	15.5	10.2	6.8
TX22, Dallas Co (w/o City of Dallas)	1,114	12.3	15.9	14.9	10.9
TX23, Collin & Rockwall Co	2,325	25.8	12.7	19.4	30.0
TX24, West of Dallas/Ft. Worth Metroplex	2,580	28.7	18.4	28.1	30.7
All	9,051	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
TX19, City of Dallas	485	479	68	58	353
TX20, City of Fort Worth	447	440	49	80	311
TX21, Irving, Arlington, & Grand Prairie	286	286	48	63	175
TX22, Dallas Co (w/o City of Dallas)	482	478	54	89	335
TX23, Collin & Rockwall Co	1,180	1,172	37	131	1,004
TX24, West of Dallas/Ft. Worth Metroplex	1,076	1,071	47	136	888
All	3,956	3,926	303	557	3,067
Purchased students by geomarket
TX19, City of Dallas	485	100	14.2	12.1	73.7
TX20, City of Fort Worth	447	100	11.1	18.2	70.7
TX21, Irving, Arlington, & Grand Prairie	286	100	16.8	22.0	61.2
TX22, Dallas Co (w/o City of Dallas)	482	100	11.3	18.6	70.1
TX23, Collin & Rockwall Co	1,180	100	3.2	11.2	85.7
TX24, West of Dallas/Ft. Worth Metroplex	1,076	100	4.4	12.7	82.9
All	3,956	100	7.7	14.2	78.1
Purchased students by first-generation status
TX19, City of Dallas	485	12.2	22.4	10.4	11.5
TX20, City of Fort Worth	447	11.2	16.2	14.4	10.1
TX21, Irving, Arlington, & Grand Prairie	286	7.3	15.8	11.3	5.7
TX22, Dallas Co (w/o City of Dallas)	482	12.2	17.8	16.0	10.9
TX23, Collin & Rockwall Co	1,180	29.9	12.2	23.5	32.7
TX24, West of Dallas/Ft. Worth Metroplex	1,076	27.3	15.5	24.4	29.0
All	3,956	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
TX19, City of Dallas	710	705	44	48	613
TX20, City of Fort Worth	481	478	34	50	394
TX21, Irving, Arlington, & Grand Prairie	289	288	19	38	231
TX22, Dallas Co (w/o City of Dallas)	613	609	34	48	527
TX23, Collin & Rockwall Co	1,895	1,895	39	104	1,752
TX24, West of Dallas/Ft. Worth Metroplex	1,498	1,493	35	129	1,329
All	5,486	5,468	205	417	4,847
Purchased students by geomarket
TX19, City of Dallas	710	100	6.2	6.8	87.0
TX20, City of Fort Worth	481	100	7.1	10.5	82.4
TX21, Irving, Arlington, & Grand Prairie	289	100	6.6	13.2	80.2
TX22, Dallas Co (w/o City of Dallas)	613	100	5.6	7.9	86.5
TX23, Collin & Rockwall Co	1,895	100	2.1	5.5	92.5
TX24, West of Dallas/Ft. Worth Metroplex	1,498	100	2.3	8.6	89.0
All	5,486	100	3.7	7.6	88.6
Purchased students by first-generation status
TX19, City of Dallas	710	12.9	21.5	11.5	12.6
TX20, City of Fort Worth	481	8.7	16.6	12.0	8.1
TX21, Irving, Arlington, & Grand Prairie	289	5.3	9.3	9.1	4.8
TX22, Dallas Co (w/o City of Dallas)	613	11.1	16.6	11.5	10.9
TX23, Collin & Rockwall Co	1,895	34.7	19.0	24.9	36.2
TX24, West of Dallas/Ft. Worth Metroplex	1,498	27.3	17.1	30.9	27.4
All	5,486	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
TX19, City of Dallas	956	20.9	17.5	61.6
TX20, City of Fort Worth	1,187	16.9	24.9	58.1
TX21, Irving, Arlington, & Grand Prairie	739	21.9	23.0	55.1
TX22, Dallas Co (w/o City of Dallas)	1,064	15.5	24.1	60.4
TX23, Collin & Rockwall Co	2,243	6.1	14.6	79.3
TX24, West of Dallas/Ft. Worth Metroplex	2,477	7.8	19.1	73.1
All	8,666	12.2	19.5	68.3
Asian
TX19, City of Dallas	38	7.9	23.7	68.4
TX20, City of Fort Worth	78	25.6	25.6	48.7
TX21, Irving, Arlington, & Grand Prairie	95	24.2	26.3	49.5
TX22, Dallas Co (w/o City of Dallas)	179	12.8	17.3	69.8
TX23, Collin & Rockwall Co	287	10.5	11.1	78.4
TX24, West of Dallas/Ft. Worth Metroplex	209	12.4	20.1	67.5
All	886	14.1	17.9	67.9
Black/African American
TX19, City of Dallas	97	3.1	21.6	75.3
TX20, City of Fort Worth	76	7.9	25.0	67.1
TX21, Irving, Arlington, & Grand Prairie	108	11.1	16.7	72.2
TX22, Dallas Co (w/o City of Dallas)	156	3.8	26.9	69.2
TX23, Collin & Rockwall Co	162	5.6	16.0	78.4
TX24, West of Dallas/Ft. Worth Metroplex	177	4.0	13.6	82.5
All	776	5.5	19.3	75.1
Hispanic/Latino
TX19, City of Dallas	391	47.3	23.5	29.2
TX20, City of Fort Worth	395	33.9	30.6	35.4
TX21, Irving, Arlington, & Grand Prairie	247	40.9	27.1	32.0
TX22, Dallas Co (w/o City of Dallas)	285	35.4	33.7	30.9
TX23, Collin & Rockwall Co	384	15.1	22.7	62.2
TX24, West of Dallas/Ft. Worth Metroplex	454	17.0	26.7	56.4
All	2,156	30.4	27.1	42.5
White
TX19, City of Dallas	394	2.0	9.6	88.3
TX20, City of Fort Worth	566	6.2	21.2	72.6
TX21, Irving, Arlington, & Grand Prairie	250	7.6	19.6	72.8
TX22, Dallas Co (w/o City of Dallas)	389	6.9	18.5	74.6
TX23, Collin & Rockwall Co	1,299	2.8	12.8	84.4
TX24, West of Dallas/Ft. Worth Metroplex	1,476	4.8	17.3	77.8
All	4,374	4.5	16.0	79.5
Two or More Races, Non-Hispanic
TX19, City of Dallas	33	3.0	21.2	75.8
TX20, City of Fort Worth	65	4.6	24.6	70.8
TX21, Irving, Arlington, & Grand Prairie	33	12.1	30.3	57.6
TX22, Dallas Co (w/o City of Dallas)	49	12.2	26.5	61.2
TX23, Collin & Rockwall Co	103	2.9	13.6	83.5
TX24, West of Dallas/Ft. Worth Metroplex	140	7.9	20.0	72.1
All	423	6.6	20.8	72.6
American Indian/Alaska Native
TX19, City of Dallas	1	0.0	0.0	100.0
TX20, City of Fort Worth	5	40.0	0.0	60.0
TX21, Irving, Arlington, & Grand Prairie	6	50.0	16.7	33.3
TX22, Dallas Co (w/o City of Dallas)	5	40.0	40.0	20.0
TX23, Collin & Rockwall Co	6	0.0	33.3	66.7
TX24, West of Dallas/Ft. Worth Metroplex	19	5.3	10.5	84.2
All	42	19.0	16.7	64.3
Native Hawaiian/Pacific Islander
TX19, City of Dallas	2	0.0	0.0	100.0
TX20, City of Fort Worth	2	50.0	0.0	50.0
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	2	0.0	50.0	50.0
All	9	11.1	22.2	66.7
Order 448427, PSAT score 1190 - 1260
All
TX19, City of Dallas	469	14.5	12.4	73.1
TX20, City of Fort Worth	426	11.3	18.3	70.4
TX21, Irving, Arlington, & Grand Prairie	279	16.8	22.2	60.9
TX22, Dallas Co (w/o City of Dallas)	468	11.3	18.6	70.1
TX23, Collin & Rockwall Co	1,153	3.2	11.0	85.8
TX24, West of Dallas/Ft. Worth Metroplex	1,038	4.1	12.3	83.5
All	3,833	7.7	14.1	78.2
Asian
TX19, City of Dallas	33	9.1	15.2	75.8
TX20, City of Fort Worth	47	12.8	21.3	66.0
TX21, Irving, Arlington, & Grand Prairie	50	30.0	24.0	46.0
TX22, Dallas Co (w/o City of Dallas)	115	8.7	17.4	73.9
TX23, Collin & Rockwall Co	234	3.8	7.7	88.5
TX24, West of Dallas/Ft. Worth Metroplex	124	8.1	14.5	77.4
All	603	8.8	13.8	77.4
Black/African American
TX19, City of Dallas	42	14.3	16.7	69.0
TX20, City of Fort Worth	23	17.4	21.7	60.9
TX21, Irving, Arlington, & Grand Prairie	33	6.1	21.2	72.7
TX22, Dallas Co (w/o City of Dallas)	38	10.5	26.3	63.2
TX23, Collin & Rockwall Co	44	2.3	11.4	86.4
TX24, West of Dallas/Ft. Worth Metroplex	42	0.0	7.1	92.9
All	222	7.7	16.7	75.7
Hispanic/Latino
TX19, City of Dallas	136	38.2	21.3	40.4
TX20, City of Fort Worth	86	34.9	16.3	48.8
TX21, Irving, Arlington, & Grand Prairie	74	32.4	21.6	45.9
TX22, Dallas Co (w/o City of Dallas)	116	26.7	25.9	47.4
TX23, Collin & Rockwall Co	158	8.9	20.9	70.3
TX24, West of Dallas/Ft. Worth Metroplex	130	10.0	16.2	73.8
All	700	23.4	20.4	56.1
White
TX19, City of Dallas	240	2.1	5.8	92.1
TX20, City of Fort Worth	240	2.5	16.7	80.8
TX21, Irving, Arlington, & Grand Prairie	103	2.9	21.4	75.7
TX22, Dallas Co (w/o City of Dallas)	183	4.4	14.2	81.4
TX23, Collin & Rockwall Co	645	2.0	9.1	88.8
TX24, West of Dallas/Ft. Worth Metroplex	682	2.6	11.4	85.9
All	2,093	2.5	11.4	86.0
Two or More Races, Non-Hispanic
TX19, City of Dallas	18	11.1	16.7	72.2
TX20, City of Fort Worth	26	3.8	30.8	65.4
TX21, Irving, Arlington, & Grand Prairie	18	16.7	22.2	61.1
TX22, Dallas Co (w/o City of Dallas)	14	0.0	7.1	92.9
TX23, Collin & Rockwall Co	69	0.0	17.4	82.6
TX24, West of Dallas/Ft. Worth Metroplex	55	1.8	12.7	85.5
All	200	3.5	17.5	79.0
American Indian/Alaska Native
TX20, City of Fort Worth	4	25.0	25.0	50.0
TX22, Dallas Co (w/o City of Dallas)	2	0.0	0.0	100.0
TX23, Collin & Rockwall Co	3	0.0	0.0	100.0
TX24, West of Dallas/Ft. Worth Metroplex	4	0.0	25.0	75.0
All	13	7.7	15.4	76.9
Native Hawaiian/Pacific Islander
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
All	2	50.0	50.0	0.0
Order 448440, PSAT score 1270 - 1520
All
TX19, City of Dallas	691	6.4	6.8	86.8
TX20, City of Fort Worth	464	7.3	10.3	82.3
TX21, Irving, Arlington, & Grand Prairie	285	6.7	13.3	80.0
TX22, Dallas Co (w/o City of Dallas)	601	5.5	7.8	86.7
TX23, Collin & Rockwall Co	1,864	2.1	5.4	92.5
TX24, West of Dallas/Ft. Worth Metroplex	1,448	2.4	8.4	89.2
All	5,353	3.8	7.5	88.7
Asian
TX19, City of Dallas	109	3.7	7.3	89.0
TX20, City of Fort Worth	68	7.4	13.2	79.4
TX21, Irving, Arlington, & Grand Prairie	81	6.2	21.0	72.8
TX22, Dallas Co (w/o City of Dallas)	256	4.3	5.1	90.6
TX23, Collin & Rockwall Co	815	2.1	4.2	93.7
TX24, West of Dallas/Ft. Worth Metroplex	357	2.8	7.3	89.9
All	1,686	3.1	6.3	90.6
Black/African American
TX19, City of Dallas	41	2.4	12.2	85.4
TX20, City of Fort Worth	17	0.0	11.8	88.2
TX21, Irving, Arlington, & Grand Prairie	17	0.0	5.9	94.1
TX22, Dallas Co (w/o City of Dallas)	27	0.0	18.5	81.5
TX23, Collin & Rockwall Co	56	1.8	16.1	82.1
TX24, West of Dallas/Ft. Worth Metroplex	42	0.0	11.9	88.1
All	200	1.0	13.5	85.5
Hispanic/Latino
TX19, City of Dallas	124	28.2	18.5	53.2
TX20, City of Fort Worth	83	26.5	18.1	55.4
TX21, Irving, Arlington, & Grand Prairie	50	16.0	16.0	68.0
TX22, Dallas Co (w/o City of Dallas)	64	25.0	10.9	64.1
TX23, Collin & Rockwall Co	148	6.8	11.5	81.8
TX24, West of Dallas/Ft. Worth Metroplex	165	7.9	14.5	77.6
All	634	16.4	14.8	68.8
White
TX19, City of Dallas	386	1.0	2.8	96.1
TX20, City of Fort Worth	268	2.2	7.5	90.3
TX21, Irving, Arlington, & Grand Prairie	124	3.2	8.1	88.7
TX22, Dallas Co (w/o City of Dallas)	228	2.6	8.3	89.0
TX23, Collin & Rockwall Co	752	1.2	4.8	94.0
TX24, West of Dallas/Ft. Worth Metroplex	817	1.3	7.5	91.2
All	2,575	1.6	6.1	92.3
Two or More Races, Non-Hispanic
TX19, City of Dallas	27	0.0	0.0	100.0
TX20, City of Fort Worth	25	0.0	8.0	92.0
TX21, Irving, Arlington, & Grand Prairie	10	10.0	10.0	80.0
TX22, Dallas Co (w/o City of Dallas)	23	0.0	13.0	87.0
TX23, Collin & Rockwall Co	83	2.4	6.0	91.6
TX24, West of Dallas/Ft. Worth Metroplex	66	1.5	9.1	89.4
All	234	1.7	7.3	91.0
American Indian/Alaska Native
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
All	22	9.1	0.0	90.9
Native Hawaiian/Pacific Islander
TX21, Irving, Arlington, & Grand Prairie	1	0.0	100.0	0.0
TX23, Collin & Rockwall Co	1	0.0	0.0	100.0
All	2	0.0	50.0	50.0

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
DC 1, District of Columbia	26.2	30.4	33.7	2.2	12.9	61.7	27.9	26.4	31.8	1.2	6.8	53.9	36.9	38.6	28.8	8.3	41.4	66.2
MD 2, Montgomery Metropolitan	86.6	80.9	16.0	79.0	85.8	90.2	59.6	61.1	23.4	44.7	64.5	81.0	43.4	44.7	21.9	26.6	43.1	63.7
MD 3, Central Maryland (w/o Baltimore)	90.6	88.3	16.6	86.8	94.6	97.6	78.1	76.9	23.5	67.3	87.2	93.6	62.3	64.1	24.4	50.6	68.7	84.8
MD 5, Prince Georges Metropolitan	59.5	52.7	32.0	21.0	61.8	80.9	24.4	25.7	25.6	4.7	15.9	40.1	12.4	12.2	14.4	2.7	6.8	14.9
MD 7, Baltimore (Urban)	43.9	55.3	40.7	4.8	70.3	95.9	31.0	39.5	36.1	2.8	31.3	76.4	27.4	27.2	27.6	3.9	15.4	45.6
VA 1, Arlington & Alexandria	79.5	75.6	20.8	71.3	83.1	90.3	57.9	60.6	22.7	43.2	62.8	80.8	57.4	58.6	19.4	46.8	61.4	73.7
VA 2, Fairfax Co	90.7	86.2	10.8	84.5	89.3	92.3	64.7	66.3	17.6	57.5	69.7	78.8	50.6	52.3	17.4	40.0	52.3	66.0
% Asian, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	NA	2.6	3.4	10.0	0.3	1.1	3.5	4.1	4.2	5.0	0.6	2.7	5.8
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	NA	11.3	9.5	6.6	4.8	8.7	12.5	15.0	14.7	10.3	6.9	12.9	19.4
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	NA	3.3	2.8	3.2	0.8	1.7	3.6	7.0	6.3	7.5	1.3	3.5	8.4
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	NA	3.9	3.5	4.0	0.7	1.9	5.0	4.2	3.9	4.9	0.8	1.9	5.6
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	NA	1.5	1.6	2.5	0.3	0.9	1.8	2.5	2.4	3.6	0.0	0.9	3.4
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	NA	7.4	7.3	5.0	3.3	6.7	10.0	8.9	9.3	6.6	4.0	8.2	12.9
VA 2, Fairfax Co	NA	NA	NA	NA	NA	NA	12.9	11.0	6.2	6.4	10.6	14.4	19.6	19.1	10.8	10.6	17.5	25.7
% Black, non-Hispanic
DC 1, District of Columbia	71.0	64.5	36.7	26.7	83.7	95.7	59.6	61.2	36.5	23.5	76.1	95.3	44.8	43.1	33.7	10.8	34.6	77.5
MD 2, Montgomery Metropolitan	9.2	10.8	14.6	2.7	5.7	13.1	14.9	15.4	15.7	4.7	10.8	19.1	18.1	17.3	14.3	6.2	13.8	24.5
MD 3, Central Maryland (w/o Baltimore)	8.4	9.4	16.3	0.7	2.9	10.4	14.9	16.6	22.6	2.2	6.2	20.2	21.1	20.2	22.3	3.9	11.7	27.9
MD 5, Prince Georges Metropolitan	38.3	42.3	33.5	13.4	31.0	73.5	62.3	61.7	29.1	37.5	67.9	90.8	61.6	61.8	24.2	42.0	69.4	81.9
MD 7, Baltimore (Urban)	55.1	42.4	41.1	1.6	27.5	93.8	64.2	55.3	38.1	12.3	64.2	94.8	61.8	62.2	33.1	31.1	74.3	91.0
VA 1, Arlington & Alexandria	15.1	14.8	20.9	2.3	6.4	15.0	14.4	14.4	13.6	3.8	8.7	22.5	14.0	13.3	12.6	3.8	10.3	18.1
VA 2, Fairfax Co	5.9	6.1	9.3	1.5	2.9	7.7	8.3	8.7	9.9	3.0	5.3	10.5	9.4	8.8	8.5	2.8	5.9	11.3
% Hispanic
DC 1, District of Columbia	2.8	2.8	3.1	0.9	1.6	3.8	7.9	6.8	8.6	1.2	3.7	8.4	11.2	10.5	8.3	4.6	8.6	14.0
MD 2, Montgomery Metropolitan	4.1	3.7	2.7	2.0	3.1	4.5	11.6	11.2	10.8	4.2	7.2	13.4	19.7	18.8	14.7	8.3	13.6	25.5
MD 3, Central Maryland (w/o Baltimore)	1.0	0.9	0.7	0.5	0.8	1.1	2.1	2.0	1.5	1.0	1.5	2.4	5.9	5.6	5.1	2.1	4.1	7.4
MD 5, Prince Georges Metropolitan	2.2	2.1	2.2	1.0	1.7	2.3	7.1	6.7	10.8	1.4	2.5	6.4	18.9	18.7	18.8	5.6	11.6	25.8
MD 7, Baltimore (Urban)	1.0	1.0	0.6	0.6	0.9	1.2	1.7	1.8	2.5	0.7	1.2	1.9	5.4	5.2	7.3	0.8	3.1	6.6
VA 1, Arlington & Alexandria	5.3	4.5	2.9	2.7	3.7	5.8	17.1	14.3	13.1	5.1	10.4	19.7	15.9	14.5	10.7	7.6	11.0	18.1
VA 2, Fairfax Co	3.4	3.2	1.9	1.9	2.8	3.7	11.1	10.8	9.1	4.4	8.0	13.6	16.3	15.2	12.5	6.5	11.3	21.2
% Two+, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	NA	1.7	1.7	1.0	1.0	1.5	2.3	2.9	2.9	2.5	1.1	2.3	3.9
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	NA	2.4	2.3	0.9	1.7	2.2	2.8	3.7	3.7	2.3	1.9	3.3	5.0
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	NA	1.4	1.3	0.7	0.7	1.2	1.6	3.4	3.2	2.6	1.4	2.5	4.5
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	NA	2.0	1.9	0.8	1.3	1.8	2.4	2.7	2.7	3.0	0.8	1.9	3.6
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	NA	1.3	1.3	0.8	0.8	1.2	1.6	2.6	2.4	2.5	0.6	1.8	3.5
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	NA	2.9	2.8	1.8	1.6	2.3	3.5	3.7	3.6	2.5	1.7	3.1	4.7
VA 2, Fairfax Co	NA	NA	NA	NA	NA	NA	2.7	2.6	1.2	1.9	2.5	3.2	4.0	4.0	2.8	2.0	3.6	5.4
% NHPI, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	NA	0.0	0.1	0.2	0.0	0.0	0.1	0.0	0.0	0.3	0.0	0.0	0.0
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.2	0.0	0.0	0.0
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.2	0.0	0.0	0.0
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.0
VA 2, Fairfax Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.0	0.1	0.1	0.1	0.3	0.0	0.0	0.0
% AIAN, non-Hispanic
DC 1, District of Columbia	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.2	0.2	0.5	0.0	0.0	0.0
MD 2, Montgomery Metropolitan	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.0
MD 3, Central Maryland (w/o Baltimore)	NA	NA	NA	NA	NA	NA	0.2	0.3	0.2	0.1	0.2	0.3	0.2	0.2	0.5	0.0	0.0	0.1
MD 5, Prince Georges Metropolitan	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.2	0.7	0.0	0.0	0.0
MD 7, Baltimore (Urban)	NA	NA	NA	NA	NA	NA	0.3	0.3	0.4	0.1	0.2	0.4	0.3	0.3	1.0	0.0	0.0	0.1
VA 1, Arlington & Alexandria	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.2	0.2	0.6	0.0	0.0	0.0
VA 2, Fairfax Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.1	0.3	0.0	0.0	0.0
Median income
DC 1, District of Columbia	NA	76.8	37.0	54.0	68.7	89.8	NA	83.9	53.2	52.6	72.5	100.4	NA	122.4	62.3	71.7	119.8	164.0
MD 2, Montgomery Metropolitan	NA	133.9	49.2	97.2	126.2	157.5	NA	153.8	62.9	109.9	139.3	182.9	NA	152.4	62.9	105.6	142.6	190.3
MD 3, Central Maryland (w/o Baltimore)	NA	99.1	28.4	81.1	95.7	114.2	NA	108.5	40.2	81.2	103.4	129.4	NA	120.1	44.0	88.5	113.2	145.2
MD 5, Prince Georges Metropolitan	NA	98.4	30.8	76.8	93.8	119.5	NA	103.3	35.1	78.0	96.6	127.4	NA	108.9	38.0	79.5	101.5	129.8
MD 7, Baltimore (Urban)	NA	62.7	24.8	44.8	60.7	79.0	NA	63.1	27.9	43.0	60.6	77.8	NA	68.1	38.7	43.2	59.9	78.0
VA 1, Arlington & Alexandria	NA	106.3	41.5	77.4	98.3	126.1	NA	133.1	56.4	96.6	119.5	160.5	NA	152.9	54.1	116.6	150.5	185.7
VA 2, Fairfax Co	NA	134.3	40.9	102.6	131.6	155.6	NA	161.0	57.0	122.9	151.9	193.7	NA	166.2	58.0	122.8	158.2	205.3
% in poverty
DC 1, District of Columbia	18.6	17.5	12.2	9.1	14.9	23.0	17.1	17.1	12.3	7.6	15.2	23.8	13.7	14.1	11.4	5.4	10.9	19.6
MD 2, Montgomery Metropolitan	4.4	5.1	4.4	2.3	3.7	6.4	4.9	4.7	3.6	2.1	3.6	6.3	6.6	6.4	4.9	2.5	4.8	9.5
MD 3, Central Maryland (w/o Baltimore)	5.4	6.1	5.8	2.8	4.6	7.2	5.3	6.1	7.0	2.5	4.5	7.6	7.0	7.2	6.4	3.2	5.6	9.7
MD 5, Prince Georges Metropolitan	6.6	9.1	9.8	3.3	6.4	10.7	7.0	8.5	7.8	3.1	6.7	10.8	8.1	8.3	7.2	3.7	6.7	10.8
MD 7, Baltimore (Urban)	22.9	20.2	16.4	6.9	14.4	29.7	21.8	20.5	13.8	9.9	16.5	28.8	19.5	21.2	13.3	10.8	20.6	28.5
VA 1, Arlington & Alexandria	8.1	7.7	5.9	3.5	5.9	10.0	6.6	5.8	4.0	2.3	4.9	8.4	6.6	6.3	5.8	2.5	5.2	7.7
VA 2, Fairfax Co	4.0	4.1	3.8	1.7	2.9	5.0	3.6	3.7	3.3	1.6	2.7	5.0	5.4	5.2	4.9	1.9	3.6	6.8
% with BA+
DC 1, District of Columbia	27.5	25.6	22.0	7.5	15.7	41.6	39.1	34.9	28.7	10.4	21.7	62.4	59.8	59.4	28.5	31.8	66.8	85.2
MD 2, Montgomery Metropolitan	42.6	40.7	14.8	29.7	37.9	52.3	54.6	53.6	18.0	40.9	53.1	68.3	59.2	60.0	19.5	44.9	61.7	75.8
MD 3, Central Maryland (w/o Baltimore)	19.7	19.2	13.9	7.9	16.4	27.1	32.3	29.7	18.0	14.5	27.1	41.2	42.9	42.1	18.6	27.8	40.4	56.1
MD 5, Prince Georges Metropolitan	21.1	19.0	11.5	9.7	17.1	27.4	27.2	25.5	13.7	14.5	23.0	35.2	34.4	33.1	14.5	21.5	31.9	42.8
MD 7, Baltimore (Urban)	11.3	11.3	12.4	3.2	6.5	14.5	19.1	19.0	17.8	6.0	12.4	25.6	32.9	31.3	24.5	11.4	23.8	47.1
VA 1, Arlington & Alexandria	41.9	39.9	15.1	30.1	39.8	50.2	57.8	56.4	18.3	43.1	59.7	71.7	71.4	72.9	15.0	65.2	75.9	85.0
VA 2, Fairfax Co	41.6	39.2	14.3	29.2	40.8	50.7	54.7	53.3	16.3	41.5	54.0	66.9	62.3	63.3	15.6	52.8	64.2	75.7

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 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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
MI 1, Wayne Co	62.2	61.9	38.9	18.7	83.0	97.0	50.0	48.7	40.2	4.3	49.8	90.8	49.4	44.0	35.7	5.5	44.4	81.1
MI 2, Detroit’s Northern Suburbs	95.7	92.6	16.0	95.4	97.6	98.3	87.1	85.5	20.6	86.4	93.7	95.9	77.4	76.7	21.4	68.4	84.3	92.1
MI 3, Ann Arbor	90.8	88.5	16.7	86.2	95.6	98.0	84.8	84.0	17.0	78.2	91.5	95.9	79.8	78.9	17.9	68.8	85.7	93.1
% Asian, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	NA	1.7	1.6	2.9	0.2	0.6	1.5	3.4	2.8	6.6	0.0	0.4	2.2
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	NA	2.8	2.5	3.5	0.5	1.1	2.7	5.3	5.0	8.6	0.3	1.7	5.8
MI 3, Ann Arbor	NA	NA	NA	NA	NA	NA	2.9	2.8	5.7	0.2	0.6	2.2	4.4	4.2	8.1	0.0	0.8	3.4
% Black, non-Hispanic
MI 1, Wayne Co	35.8	34.6	39.6	0.1	8.9	79.1	42.0	43.7	42.3	2.0	19.6	93.0	38.2	44.1	39.2	5.0	29.5	87.7
MI 2, Detroit’s Northern Suburbs	3.0	4.8	15.6	0.0	0.2	0.9	6.1	8.1	19.6	0.4	1.2	3.7	10.7	11.4	18.0	0.7	3.8	13.6
MI 3, Ann Arbor	7.4	8.1	16.0	0.3	1.7	7.4	7.3	8.0	13.5	0.4	2.1	9.1	7.5	8.3	13.0	0.6	2.4	9.3
% Hispanic
MI 1, Wayne Co	2.0	2.0	4.2	0.7	1.1	1.7	3.8	3.5	9.0	0.8	1.6	2.6	6.1	5.9	12.3	0.5	2.3	5.8
MI 2, Detroit’s Northern Suburbs	1.3	1.3	1.6	0.6	0.9	1.3	2.1	2.0	2.3	1.1	1.4	1.9	3.6	3.6	4.3	1.2	2.4	4.4
MI 3, Ann Arbor	1.8	1.7	2.2	0.8	1.2	1.8	3.0	2.9	2.9	1.5	2.3	3.2	4.7	4.8	4.4	1.9	3.6	6.2
% Two+, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	NA	2.2	2.0	2.7	1.0	1.4	2.0	2.6	2.6	2.8	0.6	1.7	3.7
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	NA	1.5	1.5	1.0	0.9	1.2	1.8	2.8	2.9	2.8	1.0	2.1	3.9
MI 3, Ann Arbor	NA	NA	NA	NA	NA	NA	1.6	1.7	1.2	0.9	1.3	2.2	3.3	3.4	2.7	1.5	2.8	4.5
% NHPI, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.3	0.0	0.0	0.0
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.3	0.0	0.0	0.0
MI 3, Ann Arbor	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
% AIAN, non-Hispanic
MI 1, Wayne Co	NA	NA	NA	NA	NA	NA	0.3	0.3	0.3	0.1	0.3	0.5	0.3	0.3	0.9	0.0	0.0	0.1
MI 2, Detroit’s Northern Suburbs	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.1	0.2	0.4	0.2	0.2	0.5	0.0	0.0	0.2
MI 3, Ann Arbor	NA	NA	NA	NA	NA	NA	0.3	0.3	0.3	0.2	0.3	0.4	0.3	0.3	0.6	0.0	0.0	0.2
Median income
MI 1, Wayne Co	NA	81.8	34.9	55.6	81.2	105.0	NA	77.8	38.2	49.3	74.2	97.8	NA	63.8	37.6	37.5	53.2	80.7
MI 2, Detroit’s Northern Suburbs	NA	108.6	36.0	87.1	102.1	120.9	NA	114.5	43.5	85.6	106.1	134.9	NA	96.8	38.9	67.4	90.8	117.3
MI 3, Ann Arbor	NA	91.1	30.6	75.7	89.7	105.6	NA	96.9	39.5	74.4	92.0	113.3	NA	84.3	39.1	57.9	77.2	102.1
% in poverty
MI 1, Wayne Co	14.3	15.3	14.0	4.0	10.0	24.4	14.9	16.5	13.6	5.0	12.3	27.3	19.8	21.9	15.3	8.4	19.3	33.7
MI 2, Detroit’s Northern Suburbs	5.4	5.8	5.5	2.6	4.4	7.0	5.7	5.9	5.7	2.6	4.4	7.1	8.8	9.0	8.6	3.7	6.9	11.1
MI 3, Ann Arbor	9.6	10.0	9.9	4.2	6.6	11.1	9.1	9.3	11.0	3.8	6.1	9.9	12.3	13.4	13.0	4.7	9.2	16.1
% with BA+
MI 1, Wayne Co	11.1	10.8	10.9	4.2	7.2	13.3	17.2	16.1	14.5	6.3	10.5	21.4	25.2	22.5	17.8	9.5	16.7	30.8
MI 2, Detroit’s Northern Suburbs	17.6	16.4	12.8	7.7	12.3	20.4	28.1	27.1	17.5	13.4	23.0	38.6	36.8	35.9	19.1	21.2	32.3	49.2
MI 3, Ann Arbor	21.1	21.1	19.6	7.0	12.5	29.5	28.5	28.3	22.9	10.9	18.0	41.2	36.3	36.7	24.5	17.5	27.9	52.9

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 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	2,861	2,778	1,994	188	272	195	126	2	1
MI 2, Detroit’s Northern Suburbs	6,908	6,613	5,249	466	252	325	298	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	2,861	100	71.8	6.8	9.8	7.0	4.5	0.1	0.0
MI 2, Detroit’s Northern Suburbs	6,908	100	79.4	7.0	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	2,861	24.7	22.9	24.8	47.7	30.3	23.8	7.7	20.0
MI 2, Detroit’s Northern Suburbs	6,908	58.8	60.3	61.5	44.2	50.5	56.2	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	688	672	490	63	45	34	37	3	0
MI 2, Detroit’s Northern Suburbs	2,063	1,995	1,542	220	63	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	688	100	72.9	9.4	6.7	5.1	5.5	0.4	0.0
MI 2, Detroit’s Northern Suburbs	2,063	100	77.3	11.0	3.2	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	688	20.0	19.1	18.8	35.4	21.2	23.1	37.5	0.0
MI 2, Detroit’s Northern Suburbs	2,063	59.4	60.1	65.7	49.6	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	902	878	546	217	27	40	48	0	0
MI 2, Detroit’s Northern Suburbs	2,477	2,410	1,504	698	45	69	88	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	902	100	62.2	24.7	3.1	4.6	5.5	0.0	0.0
MI 2, Detroit’s Northern Suburbs	2,477	100	62.4	29.0	1.9	2.9	3.7	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	902	21.3	20.9	20.1	31.4	27.2	25.5	0.0	0.0
MI 2, Detroit’s Northern Suburbs	2,477	58.5	57.7	64.6	52.3	46.9	46.8	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	2,861	2,757	229	589	1,939
MI 2, Detroit’s Northern Suburbs	6,908	6,467	378	1,106	4,983
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	2,861	100	8.3	21.4	70.3
MI 2, Detroit’s Northern Suburbs	6,908	100	5.8	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	2,861	25.0	31.9	28.3	23.6
MI 2, Detroit’s Northern Suburbs	6,908	58.6	52.7	53.2	60.5
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	688	681	36	90	555
MI 2, Detroit’s Northern Suburbs	2,063	1,986	74	252	1,660
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	688	100	5.3	13.2	81.5
MI 2, Detroit’s Northern Suburbs	2,063	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	688	20.3	26.9	21.5	19.8
MI 2, Detroit’s Northern Suburbs	2,063	59.1	55.2	60.1	59.2
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	902	897	21	69	807
MI 2, Detroit’s Northern Suburbs	2,477	2,434	60	170	2,204
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	902	100	2.3	7.7	90.0
MI 2, Detroit’s Northern Suburbs	2,477	100	2.5	7.0	90.6
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	902	21.6	20.8	23.7	21.4
MI 2, Detroit’s Northern Suburbs	2,477	58.6	59.4	58.4	58.6
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
MI 1, Wayne Co	2,684	8.2	21.3	70.5
MI 2, Detroit’s Northern Suburbs	6,295	5.7	17.1	77.1
MI 3, Ann Arbor	1,764	6.1	21.5	72.4
All	10,743	6.4	18.9	74.7
Asian
MI 1, Wayne Co	181	12.7	13.3	74.0
MI 2, Detroit’s Northern Suburbs	448	5.6	11.6	82.8
MI 3, Ann Arbor	100	11.0	7.0	82.0
All	729	8.1	11.4	80.5
Black/African American
MI 1, Wayne Co	257	7.4	27.2	65.4
MI 2, Detroit’s Northern Suburbs	243	4.1	15.2	80.7
MI 3, Ann Arbor	41	0.0	12.2	87.8
All	541	5.4	20.7	73.9
Hispanic/Latino
MI 1, Wayne Co	183	17.5	25.1	57.4
MI 2, Detroit’s Northern Suburbs	314	6.7	18.8	74.5
MI 3, Ann Arbor	118	8.5	25.4	66.1
All	615	10.2	22.0	67.8
White
MI 1, Wayne Co	1,938	7.2	20.6	72.2
MI 2, Detroit’s Northern Suburbs	4,983	5.9	17.8	76.3
MI 3, Ann Arbor	1,398	5.7	22.2	72.0
All	8,319	6.2	19.2	74.6
Two or More Races, Non-Hispanic
MI 1, Wayne Co	122	4.9	26.2	68.9
MI 2, Detroit’s Northern Suburbs	286	2.8	14.7	82.5
MI 3, Ann Arbor	102	6.9	23.5	69.6
All	510	4.1	19.2	76.7
American Indian/Alaska Native
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
All	24	0.0	20.8	79.2
Native Hawaiian/Pacific Islander
MI 1, Wayne Co	1	100.0	0.0	0.0
MI 2, Detroit’s Northern Suburbs	4	25.0	0.0	75.0
All	5	40.0	0.0	60.0
Orders 448427 & 547005, PSAT score 1190 - 1260
All
MI 1, Wayne Co	666	5.4	13.1	81.5
MI 2, Detroit’s Northern Suburbs	1,936	3.8	12.7	83.5
MI 3, Ann Arbor	676	3.6	11.4	85.1
All	3,278	4.1	12.5	83.4
Asian
MI 1, Wayne Co	63	7.9	6.3	85.7
MI 2, Detroit’s Northern Suburbs	214	3.3	10.7	86.0
MI 3, Ann Arbor	52	1.9	3.8	94.2
All	329	4.0	8.8	87.2
Black/African American
MI 1, Wayne Co	45	8.9	20.0	71.1
MI 2, Detroit’s Northern Suburbs	62	1.6	11.3	87.1
MI 3, Ann Arbor	18	11.1	11.1	77.8
All	125	5.6	14.4	80.0
Hispanic/Latino
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
All	158	6.3	11.4	82.3
White
MI 1, Wayne Co	484	4.3	13.0	82.6
MI 2, Detroit’s Northern Suburbs	1,493	4.0	13.1	82.9
MI 3, Ann Arbor	519	2.7	12.1	85.2
All	2,496	3.8	12.9	83.3
Two or More Races, Non-Hispanic
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
All	159	5.0	13.8	81.1
American Indian/Alaska Native
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
All	7	14.3	14.3	71.4
Native Hawaiian/Pacific Islander
MI 2, Detroit’s Northern Suburbs	4	0.0	0.0	100.0
All	4	0.0	0.0	100.0
Orders 448440 & 546978, PSAT score 1270 - 1520
All
MI 1, Wayne Co	874	2.4	7.7	89.9
MI 2, Detroit’s Northern Suburbs	2,378	2.5	6.9	90.6
MI 3, Ann Arbor	808	2.5	6.2	91.3
All	4,060	2.5	6.9	90.6
Asian
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
All	1,075	2.0	3.5	94.5
Black/African American
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
All	84	2.4	10.7	86.9
Hispanic/Latino
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
All	145	5.5	10.3	84.1
White
MI 1, Wayne Co	542	2.4	9.0	88.6
MI 2, Detroit’s Northern Suburbs	1,478	3.0	8.1	89.0
MI 3, Ann Arbor	540	1.7	7.4	90.9
All	2,560	2.6	8.1	89.3
Two or More Races, Non-Hispanic
MI 1, Wayne Co	48	2.1	6.2	91.7
MI 2, Detroit’s Northern Suburbs	87	2.3	4.6	93.1
MI 3, Ann Arbor	51	2.0	5.9	92.2
All	186	2.2	5.4	92.5
American Indian/Alaska Native
MI 2, Detroit’s Northern Suburbs	4	0.0	25.0	75.0
MI 3, Ann Arbor	5	0.0	0.0	100.0
All	9	0.0	11.1	88.9
Native Hawaiian/Pacific Islander
MI 2, Detroit’s Northern Suburbs	1	0.0	0.0	100.0
All	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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	76.3	72.3	26.0	64.0	82.9	91.1	55.8	54.6	28.0	29.5	61.3	80.5	40.6	40.6	26.6	15.8	40.0	61.4
TX16, Southwest Houston Metro Area	76.2	67.5	27.5	54.1	77.0	88.1	44.3	48.2	28.7	21.0	49.9	75.0	31.6	33.1	24.7	10.2	29.6	55.6
TX17, City of Houston (East)	47.3	49.8	35.0	8.9	61.5	82.5	27.0	30.0	27.9	5.4	19.6	54.2	15.4	15.0	17.5	3.6	8.1	18.4
TX18, Galveston & East Harris Co	75.9	77.0	23.1	70.5	86.5	92.1	67.6	64.5	21.8	49.9	70.5	83.0	55.8	56.3	19.6	42.7	60.9	71.2
% Asian, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	NA	4.8	4.0	4.2	0.9	2.8	5.7	7.3	6.6	7.3	1.5	4.2	8.4
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	NA	10.2	8.1	8.0	2.2	5.2	11.2	16.1	14.6	13.8	3.9	10.6	21.1
TX17, City of Houston (East)	NA	NA	NA	NA	NA	NA	2.5	2.3	3.8	0.3	0.9	2.6	3.3	3.1	6.2	0.0	0.7	3.7
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	NA	1.7	1.9	2.7	0.4	0.9	2.6	2.5	2.4	3.4	0.1	1.1	3.6
% Black, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	12.6	12.9	22.3	1.2	3.5	11.2	12.8	12.8	18.3	2.5	6.1	12.6	14.8	14.9	15.4	3.5	10.0	21.2
TX16, Southwest Houston Metro Area	11.5	15.7	24.3	1.5	4.9	17.2	19.0	18.0	21.6	3.2	8.9	24.3	20.0	19.5	18.7	5.1	13.7	27.3
TX17, City of Houston (East)	31.0	28.7	37.5	1.0	6.3	66.4	23.7	26.3	31.5	2.3	10.1	42.1	21.7	23.2	24.5	3.0	14.2	35.6
TX18, Galveston & East Harris Co	13.3	11.5	20.4	0.5	2.4	9.5	11.3	12.6	16.7	1.9	6.2	15.4	10.3	10.6	12.0	2.1	7.0	14.6
% Hispanic
TX15, Northwest Houston & Conroe School Dist	11.1	12.9	15.4	3.8	7.1	13.3	25.1	26.9	21.4	9.4	20.5	37.9	34.9	35.3	20.7	19.2	30.3	48.7
TX16, Southwest Houston Metro Area	12.3	13.5	14.2	5.1	8.8	16.1	24.6	23.7	18.7	8.9	18.6	33.2	29.7	29.8	21.7	13.2	23.3	41.1
TX17, City of Houston (East)	21.7	19.9	21.6	4.7	12.0	25.5	45.7	40.2	28.7	13.8	32.8	67.7	58.0	56.9	28.3	32.4	59.3	83.4
TX18, Galveston & East Harris Co	10.8	10.2	8.9	4.1	7.3	14.0	17.9	19.4	13.6	10.6	15.3	24.7	28.8	27.8	15.4	16.8	24.0	37.1
% Two+, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	NA	1.3	1.2	0.5	0.8	1.1	1.5	2.1	2.1	3.0	0.3	1.3	2.7
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	NA	1.7	1.5	0.8	1.0	1.4	2.0	2.4	2.4	3.1	0.3	1.4	3.5
TX17, City of Houston (East)	NA	NA	NA	NA	NA	NA	0.9	0.9	0.7	0.5	0.7	1.2	1.4	1.5	2.8	0.0	0.4	1.7
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	NA	1.1	1.2	0.5	0.9	1.1	1.4	2.4	2.4	3.0	0.7	1.7	3.0
% NHPI, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.1	0.5	0.0	0.0	0.0
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
TX17, City of Houston (East)	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.1	0.1	0.4	0.0	0.0	0.0
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.0
% AIAN, non-Hispanic
TX15, Northwest Houston & Conroe School Dist	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.2	0.5	0.0	0.0	0.0
TX16, Southwest Houston Metro Area	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.2	0.2	0.2	0.6	0.0	0.0	0.0
TX17, City of Houston (East)	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.1	0.3	0.0	0.0	0.0
TX18, Galveston & East Harris Co	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.2	0.7	0.0	0.0	0.0
Median income
TX15, Northwest Houston & Conroe School Dist	NA	98.2	36.8	70.1	92.4	118.6	NA	97.6	43.6	67.4	90.3	115.3	NA	98.7	45.0	65.7	91.5	122.7
TX16, Southwest Houston Metro Area	NA	101.2	46.1	70.4	92.5	116.6	NA	106.3	59.0	68.9	89.7	132.3	NA	101.3	61.2	56.5	84.1	129.6
TX17, City of Houston (East)	NA	80.3	30.7	60.3	77.5	96.9	NA	67.4	32.9	48.1	59.3	79.9	NA	65.6	33.4	42.9	56.2	80.0
TX18, Galveston & East Harris Co	NA	94.9	27.8	78.5	93.9	107.7	NA	90.3	37.4	62.9	83.2	113.8	NA	96.5	42.2	63.0	88.2	121.9
% in poverty
TX15, Northwest Houston & Conroe School Dist	7.5	9.5	8.1	3.7	5.7	13.5	9.0	10.5	8.3	4.2	8.2	15.0	10.1	11.0	9.6	4.0	8.0	15.3
TX16, Southwest Houston Metro Area	7.2	10.0	9.2	3.9	7.0	12.5	10.4	10.6	8.3	4.3	8.5	14.9	11.8	12.9	10.2	4.7	10.9	17.9
TX17, City of Houston (East)	14.5	14.5	11.2	5.9	11.6	19.5	19.2	19.6	12.4	9.2	19.3	27.4	19.0	20.5	12.4	10.4	20.7	28.9
TX18, Galveston & East Harris Co	9.0	9.0	7.8	3.8	7.6	11.2	10.4	11.6	9.3	4.9	9.0	15.8	11.0	11.3	8.7	4.4	8.8	16.4
% with BA+
TX15, Northwest Houston & Conroe School Dist	23.6	20.9	15.0	8.6	18.9	30.6	29.4	27.2	17.4	13.3	23.5	39.6	36.6	34.8	18.6	20.7	32.1	49.0
TX16, Southwest Houston Metro Area	38.5	32.9	16.9	20.3	34.0	46.1	41.6	39.6	21.7	22.3	37.5	57.8	46.8	47.1	25.3	23.8	47.4	70.6
TX17, City of Houston (East)	11.0	11.4	11.2	4.0	7.2	14.6	13.2	14.2	15.3	4.4	8.0	17.9	18.9	18.1	17.8	6.2	11.3	22.6
TX18, Galveston & East Harris Co	17.3	15.4	12.6	6.2	12.6	20.2	24.0	21.0	15.2	9.8	16.5	29.9	29.9	29.7	17.9	15.0	25.0	44.4

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 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	5,464	4,883	2,284	690	267	1,445	178	12	7
TX16, Southwest Houston Metro Area	6,162	5,876	2,056	1,446	542	1,596	217	17	2
TX17, City of Houston (East)	1,958	1,847	349	252	145	1,055	45	0	1
TX18, Galveston & East Harris Co	1,718	1,499	940	112	46	352	38	10	1
All	15,302	14,105	5,629	2,500	1,000	4,448	478	39	11
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	5,464	100	46.8	14.1	5.5	29.6	3.6	0.2	0.1
TX16, Southwest Houston Metro Area	6,162	100	35.0	24.6	9.2	27.2	3.7	0.3	0.0
TX17, City of Houston (East)	1,958	100	18.9	13.6	7.9	57.1	2.4	0.0	0.1
TX18, Galveston & East Harris Co	1,718	100	62.7	7.5	3.1	23.5	2.5	0.7	0.1
All	15,302	100	39.9	17.7	7.1	31.5	3.4	0.3	0.1
Purchased students by racial/ethnic group
TX15, Northwest Houston & Conroe School Dist	5,464	34.6	40.6	27.6	26.7	32.5	37.2	30.8	63.6
TX16, Southwest Houston Metro Area	6,162	41.7	36.5	57.8	54.2	35.9	45.4	43.6	18.2
TX17, City of Houston (East)	1,958	13.1	6.2	10.1	14.5	23.7	9.4	0.0	9.1
TX18, Galveston & East Harris Co	1,718	10.6	16.7	4.5	4.6	7.9	7.9	25.6	9.1
All	15,302	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	5,464	5,339	723	960	3,656
TX16, Southwest Houston Metro Area	6,162	6,024	687	927	4,410
TX17, City of Houston (East)	1,958	1,912	698	433	781
TX18, Galveston & East Harris Co	1,718	1,693	164	351	1,178
All	15,302	14,968	2,272	2,671	10,026
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	5,464	100	13.5	18.0	68.5
TX16, Southwest Houston Metro Area	6,162	100	11.4	15.4	73.2
TX17, City of Houston (East)	1,958	100	36.5	22.6	40.8
TX18, Galveston & East Harris Co	1,718	100	9.7	20.7	69.6
All	15,302	100	15.2	17.8	67.0
Purchased students by first-generation status
TX15, Northwest Houston & Conroe School Dist	5,464	35.7	31.8	35.9	36.5
TX16, Southwest Houston Metro Area	6,162	40.2	30.2	34.7	44.0
TX17, City of Houston (East)	1,958	12.8	30.7	16.2	7.8
TX18, Galveston & East Harris Co	1,718	11.3	7.2	13.1	11.8
All	15,302	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
TX15, Northwest Houston & Conroe School Dist	4,782	14.2	18.0	67.9
TX16, Southwest Houston Metro Area	5,748	11.3	15.5	73.2
TX17, City of Houston (East)	1,803	37.9	22.4	39.7
TX18, Galveston & East Harris Co	1,481	9.7	20.0	70.4
All	13,814	15.6	17.7	66.7
Asian
TX15, Northwest Houston & Conroe School Dist	676	17.9	20.0	62.1
TX16, Southwest Houston Metro Area	1,406	8.6	15.8	75.6
TX17, City of Houston (East)	244	17.6	20.5	61.9
TX18, Galveston & East Harris Co	112	12.5	8.0	79.5
All	2,438	12.3	17.1	70.7
Black/African American
TX15, Northwest Houston & Conroe School Dist	261	4.2	21.1	74.7
TX16, Southwest Houston Metro Area	533	5.6	21.4	73.0
TX17, City of Houston (East)	139	15.1	25.9	59.0
TX18, Galveston & East Harris Co	45	8.9	28.9	62.2
All	978	6.7	22.3	71.0
Hispanic/Latino
TX15, Northwest Houston & Conroe School Dist	1,417	30.6	21.7	47.7
TX16, Southwest Houston Metro Area	1,563	29.6	20.3	50.1
TX17, City of Houston (East)	1,031	57.3	23.3	19.4
TX18, Galveston & East Harris Co	345	19.1	26.7	54.2
All	4,356	35.6	22.0	42.4
White
TX15, Northwest Houston & Conroe School Dist	2,232	4.5	14.4	81.0
TX16, Southwest Houston Metro Area	2,015	1.8	9.9	88.3
TX17, City of Houston (East)	344	7.0	20.1	73.0
TX18, Galveston & East Harris Co	930	5.9	18.3	75.8
All	5,521	3.9	13.8	82.3
Two or More Races, Non-Hispanic
TX15, Northwest Houston & Conroe School Dist	177	5.6	19.2	75.1
TX16, Southwest Houston Metro Area	212	1.4	17.0	81.6
TX17, City of Houston (East)	44	9.1	18.2	72.7
TX18, Galveston & East Harris Co	38	7.9	23.7	68.4
All	471	4.2	18.5	77.3
American Indian/Alaska Native
TX15, Northwest Houston & Conroe School Dist	12	0.0	33.3	66.7
TX16, Southwest Houston Metro Area	17	0.0	5.9	94.1
TX18, Galveston & East Harris Co	10	10.0	30.0	60.0
All	39	2.6	20.5	76.9
Native Hawaiian/Pacific Islander
TX15, Northwest Houston & Conroe School Dist	7	28.6	14.3	57.1
TX16, Southwest Houston Metro Area	2	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
All	11	18.2	18.2	63.6

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
NY16, Southern Nassau Co	89.8	85.0	24.4	89.0	96.1	97.3	77.5	71.9	30.3	62.4	87.2	93.4	64.4	66.4	28.7	44.3	79.5	88.2
NY17, Northern Nassau Co	93.8	92.1	7.2	91.8	94.7	96.4	81.1	80.3	13.1	73.3	82.8	90.2	68.1	67.3	14.9	56.0	67.0	80.7
NY18, Central Nassau Co	88.2	84.1	25.4	90.4	95.9	96.7	67.2	66.6	30.4	43.9	82.5	88.9	50.1	50.9	27.8	24.3	61.8	73.2
NY19, Northwest Suffolk Co	95.3	93.0	6.8	92.8	95.7	96.9	86.7	85.0	14.5	84.6	90.0	92.7	77.2	76.9	15.4	71.4	80.7	87.7
NY20, Southwest Suffolk Co	86.1	85.1	21.6	84.3	94.4	96.3	71.6	73.8	26.5	66.8	87.1	90.8	57.3	60.0	28.3	48.0	70.1	81.4
NY21, East Suffolk Co	89.9	89.3	13.0	88.0	93.0	95.2	82.6	83.1	12.4	78.9	84.6	91.9	72.5	74.8	16.6	64.8	78.8	86.9
% Asian, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	NA	2.6	2.7	2.2	1.3	2.0	3.2	4.4	4.1	4.5	0.9	2.6	5.2
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	NA	7.9	8.8	6.8	3.9	6.5	12.4	17.0	16.4	13.0	6.6	13.9	23.3
NY18, Central Nassau Co	NA	NA	NA	NA	NA	NA	5.5	6.4	6.1	2.6	4.0	8.5	13.2	13.0	11.3	5.7	9.5	17.8
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	NA	3.7	3.4	3.5	1.7	2.8	4.0	5.9	5.9	6.9	2.5	4.4	6.7
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	NA	2.2	2.3	1.6	1.2	1.7	3.0	3.9	3.9	4.8	0.8	2.4	5.1
NY21, East Suffolk Co	NA	NA	NA	NA	NA	NA	1.3	1.5	1.0	0.8	1.2	1.7	2.2	2.4	3.1	0.3	1.2	3.1
% Black, non-Hispanic
NY16, Southern Nassau Co	6.9	10.2	22.7	0.1	0.3	3.6	9.3	14.0	24.2	0.4	1.2	14.9	12.5	11.0	16.3	0.4	2.5	17.6
NY17, Northern Nassau Co	3.1	2.7	5.2	0.2	0.7	2.2	2.6	2.8	6.2	0.3	0.7	1.9	2.3	2.7	4.3	0.3	1.4	3.0
NY18, Central Nassau Co	8.3	10.8	23.6	0.1	0.2	3.3	13.6	14.9	25.1	0.4	1.2	15.7	14.0	13.1	19.6	0.4	2.6	24.3
NY19, Northwest Suffolk Co	2.1	2.4	4.6	0.3	0.6	1.6	2.6	3.3	5.5	0.6	1.1	2.2	3.0	3.0	4.0	0.5	1.7	3.5
NY20, Southwest Suffolk Co	7.5	7.7	18.2	0.2	0.7	4.4	9.6	8.9	16.3	0.8	1.6	11.4	10.3	9.9	14.2	1.4	5.1	11.1
NY21, East Suffolk Co	6.5	6.1	11.9	1.0	2.2	5.3	6.0	5.3	8.7	1.1	2.4	6.0	6.7	5.9	8.5	0.7	2.7	8.2
% Hispanic
NY16, Southern Nassau Co	3.3	3.6	3.2	1.8	2.5	3.8	9.4	9.5	9.0	3.6	6.5	11.6	16.6	16.0	13.4	6.8	12.3	20.0
NY17, Northern Nassau Co	3.1	2.9	2.3	1.5	2.1	3.6	7.1	6.7	7.0	2.9	4.5	8.3	10.6	10.7	9.5	4.2	7.5	12.3
NY18, Central Nassau Co	3.5	3.4	3.0	1.7	2.4	3.7	12.1	10.1	9.6	4.6	7.1	11.6	20.7	20.1	15.7	10.2	14.6	23.6
NY19, Northwest Suffolk Co	2.7	3.2	3.0	1.6	2.2	4.0	6.0	7.0	8.7	2.9	4.2	6.9	12.1	12.0	10.7	5.5	9.0	14.2
NY20, Southwest Suffolk Co	6.4	6.1	7.9	2.4	3.7	5.7	14.9	13.2	15.0	4.6	7.0	13.8	26.6	23.8	21.0	9.4	16.9	29.1
NY21, East Suffolk Co	3.6	3.6	2.6	1.7	3.3	4.8	8.3	8.2	4.7	4.6	8.0	10.9	16.8	14.9	11.7	7.4	11.8	19.4
% Two+, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	NA	1.1	1.5	2.2	0.6	0.9	1.9	2.0	1.8	2.0	0.4	1.1	2.6
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	NA	1.3	1.2	0.7	0.7	1.0	1.5	1.9	2.1	2.3	0.8	1.5	2.8
NY18, Central Nassau Co	NA	NA	NA	NA	NA	NA	1.5	1.6	1.1	0.8	1.2	2.2	1.9	1.9	1.9	0.7	1.4	2.6
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	NA	1.0	1.0	0.6	0.6	0.9	1.3	1.7	1.6	1.6	0.5	1.3	2.3
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	NA	1.5	1.4	0.8	0.8	1.2	2.0	1.8	1.8	2.4	0.3	1.2	2.5
NY21, East Suffolk Co	NA	NA	NA	NA	NA	NA	1.3	1.3	0.7	0.8	1.2	1.6	1.6	1.6	2.0	0.2	0.9	2.2
% NHPI, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
NY18, Central Nassau Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NY21, East Suffolk Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
% AIAN, non-Hispanic
NY16, Southern Nassau Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.1	0.1	0.4	0.0	0.0	0.0
NY17, Northern Nassau Co	NA	NA	NA	NA	NA	NA	0.0	0.1	0.1	0.0	0.0	0.1	0.2	0.1	0.4	0.0	0.0	0.0
NY18, Central Nassau Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.1	0.1	0.5	0.0	0.0	0.0
NY19, Northwest Suffolk Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.2	0.0	0.1	0.1	0.1	0.1	0.6	0.0	0.0	0.0
NY20, Southwest Suffolk Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.3	0.0	0.1	0.2	0.2	0.2	0.7	0.0	0.0	0.0
NY21, East Suffolk Co	NA	NA	NA	NA	NA	NA	0.4	0.4	1.2	0.1	0.1	0.3	0.2	0.2	0.8	0.0	0.0	0.0
Median income
NY16, Southern Nassau Co	NA	110.8	30.9	95.7	111.2	122.4	NA	133.0	36.9	112.0	132.2	149.3	NA	153.0	39.7	138.1	154.4	173.8
NY17, Northern Nassau Co	NA	144.8	50.8	104.7	133.2	168.1	NA	169.8	69.0	125.4	151.3	211.5	NA	185.0	64.7	139.0	182.1	229.1
NY18, Central Nassau Co	NA	113.8	27.9	98.6	110.6	121.1	NA	133.3	38.4	114.9	129.7	144.7	NA	142.5	37.8	122.3	142.9	166.1
NY19, Northwest Suffolk Co	NA	119.2	32.8	98.9	110.7	134.3	NA	148.7	44.6	121.3	144.5	167.0	NA	156.0	40.4	126.8	150.9	180.9
NY20, Southwest Suffolk Co	NA	99.8	22.7	87.8	97.6	107.3	NA	125.6	30.6	107.7	124.3	138.8	NA	127.9	31.8	108.2	125.0	145.2
NY21, East Suffolk Co	NA	82.6	16.2	72.0	80.3	91.6	NA	111.5	23.2	94.1	108.1	127.5	NA	121.2	34.6	98.7	113.5	142.6
% in poverty
NY16, Southern Nassau Co	5.1	5.7	5.5	2.7	3.7	5.7	5.0	5.7	5.3	2.6	4.1	6.5	5.1	5.0	4.1	2.4	3.8	6.5
NY17, Northern Nassau Co	4.0	3.5	2.1	2.2	3.0	4.3	4.8	4.2	2.6	2.5	3.7	5.1	6.7	6.0	5.8	2.5	5.0	7.5
NY18, Central Nassau Co	4.7	5.2	9.0	2.4	3.4	5.0	5.8	5.4	4.2	2.8	4.2	6.2	6.2	6.3	5.5	3.1	4.8	7.7
NY19, Northwest Suffolk Co	4.5	4.8	3.3	2.9	4.1	6.4	4.2	4.4	3.8	2.4	3.6	5.2	4.6	4.7	3.6	2.3	4.1	5.9
NY20, Southwest Suffolk Co	7.0	7.6	8.8	3.9	5.8	8.2	6.0	5.8	3.8	3.2	4.7	7.6	7.1	7.1	5.2	3.6	6.0	9.7
NY21, East Suffolk Co	8.8	8.5	4.8	5.5	7.5	11.0	6.6	6.2	3.9	3.3	5.8	7.8	7.7	7.6	5.2	3.6	6.1	10.9
% with BA+
NY16, Southern Nassau Co	21.7	20.0	9.6	14.0	17.5	24.2	33.8	31.2	12.7	22.8	29.8	36.7	45.3	45.8	13.5	39.1	46.9	52.1
NY17, Northern Nassau Co	38.4	34.4	13.6	22.5	32.8	46.1	52.2	48.4	15.4	37.5	48.5	60.3	62.4	62.1	15.8	54.3	63.5	73.1
NY18, Central Nassau Co	18.4	19.8	10.5	12.8	16.9	22.8	28.9	31.3	13.2	22.5	28.5	36.9	40.9	41.6	16.2	30.1	41.4	52.1
NY19, Northwest Suffolk Co	25.1	24.5	13.5	14.9	22.1	32.4	37.6	36.5	15.2	24.9	34.9	47.3	47.7	48.7	14.8	38.2	49.9	58.7
NY20, Southwest Suffolk Co	13.0	13.9	9.2	7.1	11.2	17.5	21.8	23.7	12.7	15.4	20.3	27.7	32.0	33.0	14.2	22.6	32.4	41.9
NY21, East Suffolk Co	16.7	16.3	8.1	8.5	17.4	21.4	24.9	25.2	10.8	17.0	23.9	32.6	34.5	37.7	16.0	24.9	36.5	48.0

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	926	877	544	64	67	170	28	3	1
NY17, Northern Nassau Co	589	547	324	107	12	94	8	1	1
NY18, Central Nassau Co	1,005	975	548	139	80	178	28	2	0
NY19, Northwest Suffolk Co	1,006	946	721	69	23	100	28	4	1
NY20, Southwest Suffolk Co	854	820	522	57	40	167	31	3	0
NY21, East Suffolk Co	608	578	406	44	23	89	13	3	0
All	4,988	4,743	3,065	480	245	798	136	16	3
Purchased students by geomarket
NY16, Southern Nassau Co	926	100	62.0	7.3	7.6	19.4	3.2	0.3	0.1
NY17, Northern Nassau Co	589	100	59.2	19.6	2.2	17.2	1.5	0.2	0.2
NY18, Central Nassau Co	1,005	100	56.2	14.3	8.2	18.3	2.9	0.2	0.0
NY19, Northwest Suffolk Co	1,006	100	76.2	7.3	2.4	10.6	3.0	0.4	0.1
NY20, Southwest Suffolk Co	854	100	63.7	7.0	4.9	20.4	3.8	0.4	0.0
NY21, East Suffolk Co	608	100	70.2	7.6	4.0	15.4	2.2	0.5	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	926	18.5	17.7	13.3	27.3	21.3	20.6	18.8	33.3
NY17, Northern Nassau Co	589	11.5	10.6	22.3	4.9	11.8	5.9	6.2	33.3
NY18, Central Nassau Co	1,005	20.6	17.9	29.0	32.7	22.3	20.6	12.5	0.0
NY19, Northwest Suffolk Co	1,006	19.9	23.5	14.4	9.4	12.5	20.6	25.0	33.3
NY20, Southwest Suffolk Co	854	17.3	17.0	11.9	16.3	20.9	22.8	18.8	0.0
NY21, East Suffolk Co	608	12.2	13.2	9.2	9.4	11.2	9.6	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	364	354	235	25	18	59	16	1	0
NY17, Northern Nassau Co	291	269	140	77	4	37	9	2	0
NY18, Central Nassau Co	441	436	224	90	26	76	19	1	0
NY19, Northwest Suffolk Co	455	432	312	48	7	41	23	1	0
NY20, Southwest Suffolk Co	314	308	188	32	6	64	16	2	0
NY21, East Suffolk Co	263	254	186	12	4	40	12	0	0
All	2,128	2,053	1,285	284	65	317	95	7	0
Purchased students by geomarket
NY16, Southern Nassau Co	364	100	66.4	7.1	5.1	16.7	4.5	0.3	0.0
NY17, Northern Nassau Co	291	100	52.0	28.6	1.5	13.8	3.3	0.7	0.0
NY18, Central Nassau Co	441	100	51.4	20.6	6.0	17.4	4.4	0.2	0.0
NY19, Northwest Suffolk Co	455	100	72.2	11.1	1.6	9.5	5.3	0.2	0.0
NY20, Southwest Suffolk Co	314	100	61.0	10.4	1.9	20.8	5.2	0.6	0.0
NY21, East Suffolk Co	263	100	73.2	4.7	1.6	15.7	4.7	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	364	17.2	18.3	8.8	27.7	18.6	16.8	14.3	NA
NY17, Northern Nassau Co	291	13.1	10.9	27.1	6.2	11.7	9.5	28.6	NA
NY18, Central Nassau Co	441	21.2	17.4	31.7	40.0	24.0	20.0	14.3	NA
NY19, Northwest Suffolk Co	455	21.0	24.3	16.9	10.8	12.9	24.2	14.3	NA
NY20, Southwest Suffolk Co	314	15.0	14.6	11.3	9.2	20.2	16.8	28.6	NA
NY21, East Suffolk Co	263	12.4	14.5	4.2	6.2	12.6	12.6	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	356	345	233	31	11	45	23	1	1
NY17, Northern Nassau Co	718	679	281	328	8	37	23	0	2
NY18, Central Nassau Co	493	471	246	141	13	51	18	2	0
NY19, Northwest Suffolk Co	581	559	366	106	7	55	23	2	0
NY20, Southwest Suffolk Co	298	288	192	39	4	42	11	0	0
NY21, East Suffolk Co	264	256	187	20	7	28	13	0	1
All	2,710	2,598	1,505	665	50	258	111	5	4
Purchased students by geomarket
NY16, Southern Nassau Co	356	100	67.5	9.0	3.2	13.0	6.7	0.3	0.3
NY17, Northern Nassau Co	718	100	41.4	48.3	1.2	5.4	3.4	0.0	0.3
NY18, Central Nassau Co	493	100	52.2	29.9	2.8	10.8	3.8	0.4	0.0
NY19, Northwest Suffolk Co	581	100	65.5	19.0	1.3	9.8	4.1	0.4	0.0
NY20, Southwest Suffolk Co	298	100	66.7	13.5	1.4	14.6	3.8	0.0	0.0
NY21, East Suffolk Co	264	100	73.0	7.8	2.7	10.9	5.1	0.0	0.4
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	356	13.3	15.5	4.7	22.0	17.4	20.7	20.0	25.0
NY17, Northern Nassau Co	718	26.1	18.7	49.3	16.0	14.3	20.7	0.0	50.0
NY18, Central Nassau Co	493	18.1	16.3	21.2	26.0	19.8	16.2	40.0	0.0
NY19, Northwest Suffolk Co	581	21.5	24.3	15.9	14.0	21.3	20.7	40.0	0.0
NY20, Southwest Suffolk Co	298	11.1	12.8	5.9	8.0	16.3	9.9	0.0	0.0
NY21, East Suffolk Co	264	9.9	12.4	3.0	14.0	10.9	11.7	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	926	895	65	168	662
NY17, Northern Nassau Co	589	566	53	65	448
NY18, Central Nassau Co	1,005	985	97	203	685
NY19, Northwest Suffolk Co	1,006	983	51	168	764
NY20, Southwest Suffolk Co	854	830	114	200	516
NY21, East Suffolk Co	608	578	69	141	368
All	4,988	4,837	449	945	3,444
Purchased students by geomarket
NY16, Southern Nassau Co	926	100	7.3	18.8	74.0
NY17, Northern Nassau Co	589	100	9.4	11.5	79.2
NY18, Central Nassau Co	1,005	100	9.8	20.6	69.5
NY19, Northwest Suffolk Co	1,006	100	5.2	17.1	77.7
NY20, Southwest Suffolk Co	854	100	13.7	24.1	62.2
NY21, East Suffolk Co	608	100	11.9	24.4	63.7
All	4,988	100	9.3	19.5	71.2
Purchased students by first-generation status
NY16, Southern Nassau Co	926	18.5	14.5	17.8	19.2
NY17, Northern Nassau Co	589	11.7	11.8	6.9	13.0
NY18, Central Nassau Co	1,005	20.4	21.6	21.5	19.9
NY19, Northwest Suffolk Co	1,006	20.3	11.4	17.8	22.2
NY20, Southwest Suffolk Co	854	17.2	25.4	21.2	15.0
NY21, East Suffolk Co	608	11.9	15.4	14.9	10.7
All	4,988	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NY16, Southern Nassau Co	364	356	21	40	295
NY17, Northern Nassau Co	291	281	14	34	233
NY18, Central Nassau Co	441	434	32	83	319
NY19, Northwest Suffolk Co	455	442	23	57	362
NY20, Southwest Suffolk Co	314	310	25	85	200
NY21, East Suffolk Co	263	258	28	48	182
All	2,128	2,081	143	347	1,592
Purchased students by geomarket
NY16, Southern Nassau Co	364	100	5.9	11.2	82.9
NY17, Northern Nassau Co	291	100	5.0	12.1	82.9
NY18, Central Nassau Co	441	100	7.4	19.1	73.5
NY19, Northwest Suffolk Co	455	100	5.2	12.9	81.9
NY20, Southwest Suffolk Co	314	100	8.1	27.4	64.5
NY21, East Suffolk Co	263	100	10.9	18.6	70.5
All	2,128	100	6.9	16.7	76.5
Purchased students by first-generation status
NY16, Southern Nassau Co	364	17.1	14.7	11.5	18.5
NY17, Northern Nassau Co	291	13.5	9.8	9.8	14.6
NY18, Central Nassau Co	441	20.9	22.4	23.9	20.1
NY19, Northwest Suffolk Co	455	21.2	16.1	16.4	22.8
NY20, Southwest Suffolk Co	314	14.9	17.5	24.5	12.6
NY21, East Suffolk Co	263	12.4	19.6	13.8	11.4
All	2,128	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NY16, Southern Nassau Co	356	349	19	33	297
NY17, Northern Nassau Co	718	701	23	59	619
NY18, Central Nassau Co	493	486	18	51	417
NY19, Northwest Suffolk Co	581	575	19	52	504
NY20, Southwest Suffolk Co	298	293	15	39	239
NY21, East Suffolk Co	264	261	10	39	212
All	2,710	2,665	104	273	2,289
Purchased students by geomarket
NY16, Southern Nassau Co	356	100	5.4	9.5	85.1
NY17, Northern Nassau Co	718	100	3.3	8.4	88.3
NY18, Central Nassau Co	493	100	3.7	10.5	85.8
NY19, Northwest Suffolk Co	581	100	3.3	9.0	87.7
NY20, Southwest Suffolk Co	298	100	5.1	13.3	81.6
NY21, East Suffolk Co	264	100	3.8	14.9	81.2
All	2,710	100	3.9	10.2	85.9
Purchased students by first-generation status
NY16, Southern Nassau Co	356	13.1	18.3	12.1	13.0
NY17, Northern Nassau Co	718	26.3	22.1	21.6	27.1
NY18, Central Nassau Co	493	18.2	17.3	18.7	18.2
NY19, Northwest Suffolk Co	581	21.6	18.3	19.0	22.0
NY20, Southwest Suffolk Co	298	11.0	14.4	14.3	10.4
NY21, East Suffolk Co	264	9.8	9.6	14.3	9.3
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
NY16, Southern Nassau Co	854	7.0	18.9	74.1
NY17, Northern Nassau Co	538	9.5	11.9	78.6
NY18, Central Nassau Co	961	9.9	20.8	69.3
NY19, Northwest Suffolk Co	933	4.8	17.6	77.6
NY20, Southwest Suffolk Co	802	13.7	24.2	62.1
NY21, East Suffolk Co	560	12.0	24.3	63.7
All	4,648	9.2	19.8	71.0
Asian
NY16, Southern Nassau Co	62	19.4	25.8	54.8
NY17, Northern Nassau Co	104	13.5	15.4	71.2
NY18, Central Nassau Co	136	14.7	19.1	66.2
NY19, Northwest Suffolk Co	68	4.4	22.1	73.5
NY20, Southwest Suffolk Co	55	14.5	27.3	58.2
NY21, East Suffolk Co	44	27.3	13.6	59.1
All	469	14.7	20.0	65.2
Black/African American
NY16, Southern Nassau Co	65	4.6	16.9	78.5
NY17, Northern Nassau Co	12	8.3	33.3	58.3
NY18, Central Nassau Co	78	5.1	19.2	75.6
NY19, Northwest Suffolk Co	22	4.5	18.2	77.3
NY20, Southwest Suffolk Co	39	10.3	28.2	61.5
NY21, East Suffolk Co	21	9.5	9.5	81.0
All	237	6.3	19.8	73.8
Hispanic/Latino
NY16, Southern Nassau Co	165	12.1	28.5	59.4
NY17, Northern Nassau Co	91	28.6	14.3	57.1
NY18, Central Nassau Co	174	17.8	29.3	52.9
NY19, Northwest Suffolk Co	97	13.4	19.6	67.0
NY20, Southwest Suffolk Co	163	25.2	31.9	42.9
NY21, East Suffolk Co	84	22.6	27.4	50.0
All	774	19.4	26.5	54.1
White
NY16, Southern Nassau Co	530	4.5	14.9	80.6
NY17, Northern Nassau Co	321	2.8	9.3	87.9
NY18, Central Nassau Co	543	6.8	19.0	74.2
NY19, Northwest Suffolk Co	713	3.4	17.4	79.2
NY20, Southwest Suffolk Co	511	9.8	21.5	68.7
NY21, East Suffolk Co	396	8.6	25.0	66.4
All	3,014	5.9	18.1	76.0
Two or More Races, Non-Hispanic
NY16, Southern Nassau Co	28	0.0	21.4	78.6
NY17, Northern Nassau Co	8	12.5	12.5	75.0
NY18, Central Nassau Co	28	10.7	10.7	78.6
NY19, Northwest Suffolk Co	28	3.6	7.1	89.3
NY20, Southwest Suffolk Co	31	19.4	19.4	61.3
NY21, East Suffolk Co	12	0.0	50.0	50.0
All	135	8.1	17.8	74.1
American Indian/Alaska Native
NY16, Southern Nassau Co	3	33.3	33.3	33.3
NY17, Northern Nassau Co	1	0.0	0.0	100.0
NY18, Central Nassau Co	2	0.0	100.0	0.0
NY19, Northwest Suffolk Co	4	75.0	0.0	25.0
NY20, Southwest Suffolk Co	3	33.3	0.0	66.7
NY21, East Suffolk Co	3	0.0	0.0	100.0
All	16	31.2	18.8	50.0
Native Hawaiian/Pacific Islander
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
All	3	0.0	33.3	66.7
Order 448427, PSAT score 1190 - 1260
All
NY16, Southern Nassau Co	350	6.0	11.1	82.9
NY17, Northern Nassau Co	267	4.5	11.6	83.9
NY18, Central Nassau Co	429	7.5	19.3	73.2
NY19, Northwest Suffolk Co	423	4.7	12.8	82.5
NY20, Southwest Suffolk Co	305	8.2	27.5	64.3
NY21, East Suffolk Co	251	11.2	18.3	70.5
All	2,025	6.8	16.6	76.5
Asian
NY16, Southern Nassau Co	25	12.0	16.0	72.0
NY17, Northern Nassau Co	77	9.1	15.6	75.3
NY18, Central Nassau Co	90	8.9	23.3	67.8
NY19, Northwest Suffolk Co	46	15.2	4.3	80.4
NY20, Southwest Suffolk Co	32	6.2	50.0	43.8
NY21, East Suffolk Co	12	16.7	25.0	58.3
All	282	10.3	20.6	69.1
Black/African American
NY16, Southern Nassau Co	18	5.6	16.7	77.8
NY17, Northern Nassau Co	4	0.0	25.0	75.0
NY18, Central Nassau Co	25	4.0	16.0	80.0
NY19, Northwest Suffolk Co	7	0.0	14.3	85.7
NY20, Southwest Suffolk Co	6	0.0	33.3	66.7
NY21, East Suffolk Co	4	0.0	50.0	50.0
All	64	3.1	20.3	76.6
Hispanic/Latino
NY16, Southern Nassau Co	59	16.9	15.3	67.8
NY17, Northern Nassau Co	37	13.5	18.9	67.6
NY18, Central Nassau Co	74	18.9	24.3	56.8
NY19, Northwest Suffolk Co	40	10.0	17.5	72.5
NY20, Southwest Suffolk Co	62	21.0	32.3	46.8
NY21, East Suffolk Co	38	21.1	18.4	60.5
All	310	17.4	21.9	60.6
White
NY16, Southern Nassau Co	231	2.2	8.7	89.2
NY17, Northern Nassau Co	138	0.0	6.5	93.5
NY18, Central Nassau Co	221	4.1	15.4	80.5
NY19, Northwest Suffolk Co	307	2.6	13.4	84.0
NY20, Southwest Suffolk Co	187	4.8	22.5	72.7
NY21, East Suffolk Co	185	9.7	16.2	74.1
All	1,269	3.9	13.9	82.3
Two or More Races, Non-Hispanic
NY16, Southern Nassau Co	16	6.2	18.8	75.0
NY17, Northern Nassau Co	9	0.0	22.2	77.8
NY18, Central Nassau Co	18	0.0	33.3	66.7
NY19, Northwest Suffolk Co	22	0.0	13.6	86.4
NY20, Southwest Suffolk Co	16	0.0	18.8	81.2
NY21, East Suffolk Co	12	0.0	33.3	66.7
All	93	1.1	22.6	76.3
American Indian/Alaska Native
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	1	100.0	0.0	0.0
NY20, Southwest Suffolk Co	2	50.0	50.0	0.0
All	7	42.9	14.3	42.9
Order 448440, PSAT score 1270 - 1520
All
NY16, Southern Nassau Co	339	5.6	9.1	85.3
NY17, Northern Nassau Co	669	3.3	8.7	88.0
NY18, Central Nassau Co	468	3.6	10.5	85.9
NY19, Northwest Suffolk Co	553	3.4	9.2	87.3
NY20, Southwest Suffolk Co	285	5.3	13.7	81.1
NY21, East Suffolk Co	254	3.9	15.4	80.7
All	2,568	4.0	10.4	85.6
Asian
NY16, Southern Nassau Co	29	17.2	6.9	75.9
NY17, Northern Nassau Co	320	4.4	13.1	82.5
NY18, Central Nassau Co	140	5.7	9.3	85.0
NY19, Northwest Suffolk Co	104	5.8	10.6	83.7
NY20, Southwest Suffolk Co	38	2.6	21.1	76.3
NY21, East Suffolk Co	20	5.0	15.0	80.0
All	651	5.4	12.1	82.5
Black/African American
NY16, Southern Nassau Co	11	0.0	9.1	90.9
NY17, Northern Nassau Co	8	0.0	0.0	100.0
NY18, Central Nassau Co	13	0.0	0.0	100.0
NY19, Northwest Suffolk Co	7	0.0	0.0	100.0
NY20, Southwest Suffolk Co	4	25.0	0.0	75.0
NY21, East Suffolk Co	7	0.0	14.3	85.7
All	50	2.0	4.0	94.0
Hispanic/Latino
NY16, Southern Nassau Co	44	15.9	15.9	68.2
NY17, Northern Nassau Co	37	2.7	18.9	78.4
NY18, Central Nassau Co	49	6.1	14.3	79.6
NY19, Northwest Suffolk Co	53	7.5	13.2	79.2
NY20, Southwest Suffolk Co	42	16.7	21.4	61.9
NY21, East Suffolk Co	28	14.3	17.9	67.9
All	253	10.3	16.6	73.1
White
NY16, Southern Nassau Co	230	2.2	7.4	90.4
NY17, Northern Nassau Co	279	2.2	2.9	95.0
NY18, Central Nassau Co	246	2.4	10.6	87.0
NY19, Northwest Suffolk Co	364	2.2	9.1	88.7
NY20, Southwest Suffolk Co	190	3.2	10.5	86.3
NY21, East Suffolk Co	185	2.7	13.5	83.8
All	1,494	2.4	8.6	89.0
Two or More Races, Non-Hispanic
NY16, Southern Nassau Co	23	8.7	17.4	73.9
NY17, Northern Nassau Co	23	4.3	4.3	91.3
NY18, Central Nassau Co	18	0.0	16.7	83.3
NY19, Northwest Suffolk Co	23	0.0	0.0	100.0
NY20, Southwest Suffolk Co	11	0.0	18.2	81.8
NY21, East Suffolk Co	13	0.0	38.5	61.5
All	111	2.7	13.5	83.8
American Indian/Alaska Native
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
All	5	20.0	0.0	80.0
Native Hawaiian/Pacific Islander
NY16, Southern Nassau Co	1	0.0	0.0	100.0
NY17, Northern Nassau Co	2	0.0	0.0	100.0
NY21, East Suffolk Co	1	0.0	0.0	100.0
All	4	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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA14, San Fernando Valley (West)	83.7	78.1	18.9	76.9	84.3	89.5	51.4	52.6	26.7	32.4	56.0	75.8	40.2	41.2	23.8	21.4	38.6	61.4
CA15, San Fernando Valley (East)	86.1	82.5	12.2	79.6	87.3	91.0	59.2	57.2	25.9	29.7	62.6	79.8	58.6	58.1	18.5	48.5	61.5	71.0
CA16, Glendale and Pasadena	69.8	66.5	22.1	56.4	72.9	83.5	37.5	37.9	23.4	17.2	35.4	58.5	35.3	34.6	23.7	13.4	31.5	56.1
CA17, West Los Angeles & West Beach	72.8	67.4	27.6	52.6	80.3	89.8	52.6	53.9	31.0	30.4	64.2	81.8	50.6	52.9	25.0	38.5	58.9	72.6
CA18, Hollywood & Wilshire	45.7	40.5	32.4	8.1	33.4	71.8	27.2	26.4	28.9	3.5	10.4	42.4	30.1	30.5	26.2	7.3	19.6	53.6
CA19, East Los Angeles	29.3	32.2	25.9	9.0	25.8	48.0	10.2	12.5	13.8	3.4	6.9	16.4	8.6	8.9	10.5	2.2	4.4	11.0
CA20, South Bay	76.4	60.9	27.9	41.8	68.7	84.1	41.8	40.1	29.5	11.8	35.6	67.4	31.8	31.1	24.4	8.8	24.3	52.7
CA21, South & South Central Los Angeles	20.9	19.7	25.6	1.6	5.3	30.1	6.3	6.8	10.2	1.1	2.4	6.5	4.3	4.8	7.9	0.6	1.5	5.4
CA22, Long Beach	66.9	63.8	26.9	41.3	71.5	87.8	32.8	36.9	29.0	11.3	25.9	66.2	26.6	26.7	22.6	6.8	17.6	47.0
CA23, Covina & West Covina	62.8	63.4	22.2	44.0	70.4	81.7	29.2	32.5	23.1	10.6	28.7	49.0	18.7	18.9	17.4	4.8	12.0	29.0
CA27, Riverside, San Bernardino, & Ontario	74.7	70.1	20.4	63.5	75.6	84.9	43.4	46.6	22.3	28.5	45.1	66.0	27.9	28.4	18.5	12.8	24.4	42.2
% Asian, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	NA	10.0	9.4	6.5	4.7	7.7	13.1	12.6	12.6	8.7	5.7	11.6	17.3
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	NA	5.0	5.5	2.9	4.3	5.1	6.1	6.8	7.1	3.7	4.4	6.5	9.3
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	NA	13.3	13.6	12.5	5.3	9.2	18.0	16.5	15.5	15.2	5.8	10.5	18.7
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	NA	9.4	8.1	7.5	3.6	6.1	10.0	12.0	12.0	9.3	5.2	9.4	16.2
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	NA	14.6	13.4	13.1	4.2	8.8	18.0	16.8	16.9	15.0	6.1	12.1	23.1
CA19, East Los Angeles	NA	NA	NA	NA	NA	NA	20.8	20.5	20.7	2.6	12.6	36.9	26.3	25.9	25.1	3.9	16.6	45.3
CA20, South Bay	NA	NA	NA	NA	NA	NA	17.1	15.7	13.6	4.9	10.4	26.2	21.9	22.0	15.8	9.2	18.4	31.4
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	NA	2.2	3.3	6.6	0.2	0.6	2.9	2.9	3.1	6.2	0.0	0.7	2.8
CA22, Long Beach	NA	NA	NA	NA	NA	NA	11.6	11.1	9.5	4.5	7.8	15.1	12.8	12.1	10.3	4.9	9.3	17.1
CA23, Covina & West Covina	NA	NA	NA	NA	NA	NA	12.7	14.7	14.6	5.4	8.7	16.8	18.5	18.7	15.0	9.4	14.0	22.1
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	NA	5.0	5.1	6.8	1.6	3.3	5.6	8.3	7.8	8.8	2.0	5.0	10.0
% Black, non-Hispanic
CA14, San Fernando Valley (West)	1.8	2.2	5.0	0.9	1.3	2.1	3.5	3.4	2.5	1.8	2.9	4.2	4.3	4.2	3.9	1.3	3.2	5.8
CA15, San Fernando Valley (East)	1.6	1.6	0.9	1.0	1.4	2.2	4.8	3.9	2.4	2.5	3.6	5.0	5.1	5.2	4.3	2.4	4.4	6.0
CA16, Glendale and Pasadena	7.9	5.7	14.0	0.3	1.2	2.8	5.3	4.7	7.8	1.1	2.2	4.9	3.9	3.8	5.2	0.8	2.1	4.6
CA17, West Los Angeles & West Beach	10.7	12.8	23.2	1.1	2.2	9.4	12.0	13.0	21.8	1.8	3.3	9.1	9.7	8.6	13.7	1.3	3.8	8.1
CA18, Hollywood & Wilshire	22.0	21.3	30.6	2.0	4.4	26.1	13.2	14.1	21.2	2.1	3.8	12.2	10.9	10.9	15.6	2.1	5.1	10.8
CA19, East Los Angeles	0.9	1.0	3.0	0.2	0.4	0.7	1.4	1.6	4.5	0.2	0.6	1.4	1.1	1.2	1.7	0.0	0.5	1.5
CA20, South Bay	7.2	11.7	24.1	0.6	1.4	4.8	11.1	11.9	17.9	1.6	4.0	13.8	9.8	10.0	14.2	1.6	5.5	10.8
CA21, South & South Central Los Angeles	44.2	43.8	36.7	2.9	46.8	79.6	22.7	23.7	23.8	2.6	16.8	37.7	16.1	16.1	17.8	2.7	11.4	23.5
CA22, Long Beach	9.4	9.0	15.4	1.0	2.6	9.0	11.3	11.3	12.4	2.8	7.9	16.4	9.6	10.1	10.5	3.5	7.7	13.8
CA23, Covina & West Covina	6.5	5.7	9.6	1.1	2.4	6.3	4.9	4.5	4.3	1.6	3.4	5.6	3.7	3.6	3.2	1.1	2.8	5.1
CA27, Riverside, San Bernardino, & Ontario	5.7	5.9	8.8	0.9	2.6	7.0	8.7	7.7	7.1	2.6	5.5	11.2	7.1	6.9	6.3	2.2	5.2	9.7
% Hispanic
CA14, San Fernando Valley (West)	14.5	15.0	17.3	5.3	8.5	15.4	31.9	31.4	27.5	8.3	21.0	48.8	39.7	38.2	26.5	15.7	33.2	58.8
CA15, San Fernando Valley (East)	12.3	11.7	10.9	4.5	7.2	15.1	27.1	29.5	25.5	8.0	20.8	53.1	25.0	24.8	18.9	11.9	18.2	31.2
CA16, Glendale and Pasadena	22.3	21.5	17.0	9.4	16.8	28.0	39.8	39.9	26.8	15.5	32.7	60.8	41.3	42.7	28.7	16.8	34.2	69.1
CA17, West Los Angeles & West Beach	16.5	13.4	13.6	3.7	7.9	18.6	22.6	21.2	22.1	5.3	11.2	28.4	22.6	20.9	20.1	7.6	14.6	26.0
CA18, Hollywood & Wilshire	32.3	26.5	25.4	6.0	15.0	41.7	42.1	42.9	27.8	16.2	41.8	66.3	38.7	37.6	24.7	15.1	34.7	56.2
CA19, East Los Angeles	69.7	57.7	28.3	35.6	63.0	80.8	66.2	63.6	28.5	37.2	73.2	88.8	62.4	62.2	28.5	35.2	66.6	90.2
CA20, South Bay	16.4	17.5	14.7	5.9	13.4	24.9	26.3	28.5	22.8	9.3	23.5	45.5	31.9	32.0	22.1	12.5	25.2	50.4
CA21, South & South Central Los Angeles	34.9	32.7	27.0	12.2	21.9	53.6	67.3	64.3	25.6	47.2	65.6	88.7	75.3	74.2	22.1	65.3	78.9	91.0
CA22, Long Beach	23.7	19.3	18.0	6.6	12.1	26.6	40.0	36.2	24.7	15.6	30.1	52.4	47.3	46.6	23.5	26.7	43.6	64.4
CA23, Covina & West Covina	30.7	26.0	19.4	11.8	18.6	36.4	50.9	45.7	25.9	22.1	42.2	73.0	56.6	56.0	22.5	36.9	62.2	73.1
CA27, Riverside, San Bernardino, & Ontario	19.6	20.7	17.2	9.9	15.0	25.6	39.9	37.2	20.7	20.3	33.0	51.3	53.3	53.4	21.8	35.5	52.9	71.6
% Two+, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	NA	2.8	2.7	1.3	1.8	2.6	3.5	3.0	3.1	3.0	1.1	2.6	4.0
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	NA	3.5	3.3	1.3	2.4	3.1	3.9	4.2	4.2	2.8	2.4	3.7	5.1
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	NA	3.8	3.4	2.6	1.9	2.8	3.7	2.8	2.6	2.6	0.7	2.1	3.6
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	NA	3.1	3.0	1.2	2.2	2.9	3.7	4.8	4.7	3.1	2.6	4.1	6.5
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	NA	2.6	2.6	2.0	1.3	2.1	3.3	3.1	3.2	2.9	1.3	2.4	4.7
CA19, East Los Angeles	NA	NA	NA	NA	NA	NA	1.2	1.3	1.2	0.5	1.0	1.8	1.2	1.2	1.8	0.0	0.5	1.8
CA20, South Bay	NA	NA	NA	NA	NA	NA	2.9	2.7	1.0	2.0	2.7	3.4	4.1	4.0	2.9	1.7	3.4	5.7
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	NA	1.0	1.1	1.0	0.4	0.8	1.6	1.1	1.1	1.7	0.0	0.4	1.6
CA22, Long Beach	NA	NA	NA	NA	NA	NA	2.8	2.7	1.0	2.1	2.8	3.4	2.9	2.9	2.3	1.2	2.5	4.1
CA23, Covina & West Covina	NA	NA	NA	NA	NA	NA	1.9	1.9	0.9	1.3	2.0	2.6	2.0	2.0	2.1	0.4	1.6	2.9
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	NA	2.4	2.4	0.9	1.8	2.3	2.9	2.8	2.7	2.5	0.8	2.1	3.9
% NHPI, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.0
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.0
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.0
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	NA	0.2	0.2	0.3	0.0	0.1	0.2	0.2	0.1	0.6	0.0	0.0	0.0
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.2	0.2	0.5	0.0	0.0	0.0
CA19, East Los Angeles	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.0	0.1	0.2	0.2	0.7	0.0	0.0	0.0
CA20, South Bay	NA	NA	NA	NA	NA	NA	0.6	0.6	0.9	0.2	0.4	0.8	0.4	0.3	0.9	0.0	0.0	0.2
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	NA	0.3	0.4	1.0	0.0	0.1	0.3	0.2	0.2	0.7	0.0	0.0	0.0
CA22, Long Beach	NA	NA	NA	NA	NA	NA	1.1	1.1	1.3	0.3	0.5	1.3	0.5	0.5	1.1	0.0	0.0	0.4
CA23, Covina & West Covina	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.2	0.3	0.8	0.0	0.0	0.1
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	NA	0.3	0.2	0.2	0.1	0.2	0.3	0.3	0.3	0.8	0.0	0.0	0.1
% AIAN, non-Hispanic
CA14, San Fernando Valley (West)	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.1	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.0
CA15, San Fernando Valley (East)	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.0
CA16, Glendale and Pasadena	NA	NA	NA	NA	NA	NA	0.2	0.3	0.2	0.1	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.0
CA17, West Los Angeles & West Beach	NA	NA	NA	NA	NA	NA	0.2	0.2	0.1	0.1	0.2	0.3	0.2	0.2	0.5	0.0	0.0	0.0
CA18, Hollywood & Wilshire	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.2	0.2	0.5	0.0	0.0	0.0
CA19, East Los Angeles	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.1	0.2	0.4	0.2	0.2	0.5	0.0	0.0	0.2
CA20, South Bay	NA	NA	NA	NA	NA	NA	0.3	0.2	0.1	0.1	0.2	0.3	0.2	0.2	0.5	0.0	0.0	0.0
CA21, South & South Central Los Angeles	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.1	0.1	0.4	0.0	0.0	0.0
CA22, Long Beach	NA	NA	NA	NA	NA	NA	0.4	0.4	0.3	0.2	0.3	0.5	0.2	0.8	8.0	0.0	0.0	0.2
CA23, Covina & West Covina	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.2	0.7	0.0	0.0	0.1
CA27, Riverside, San Bernardino, & Ontario	NA	NA	NA	NA	NA	NA	0.5	0.6	1.1	0.3	0.5	0.6	0.3	0.3	0.6	0.0	0.0	0.3
Median income
CA14, San Fernando Valley (West)	NA	117.1	45.1	83.5	108.0	136.1	NA	119.5	55.0	80.1	104.5	146.0	NA	114.4	45.4	78.6	108.0	137.8
CA15, San Fernando Valley (East)	NA	105.9	58.9	70.5	81.0	112.4	NA	105.5	71.7	61.9	85.8	107.2	NA	108.3	51.0	74.5	100.5	123.2
CA16, Glendale and Pasadena	NA	88.5	30.7	67.4	80.7	100.4	NA	90.3	39.1	62.3	81.1	104.9	NA	94.4	41.5	64.2	85.8	115.4
CA17, West Los Angeles & West Beach	NA	105.7	60.0	66.3	84.5	122.5	NA	116.9	74.3	70.2	94.2	129.2	NA	127.4	60.8	88.8	116.9	153.8
CA18, Hollywood & Wilshire	NA	64.3	37.2	43.3	55.0	72.6	NA	65.3	42.2	40.4	54.3	77.5	NA	77.2	36.4	50.2	69.5	101.2
CA19, East Los Angeles	NA	71.8	25.3	53.9	65.8	83.6	NA	71.1	27.4	53.9	66.2	83.7	NA	78.1	25.2	61.2	73.8	88.4
CA20, South Bay	NA	100.2	38.8	77.6	92.4	114.7	NA	107.8	52.1	68.9	97.0	131.1	NA	117.6	51.7	77.9	108.5	145.0
CA21, South & South Central Los Angeles	NA	55.7	22.3	38.4	51.2	69.7	NA	58.6	20.5	44.4	55.6	67.7	NA	64.1	21.6	50.0	61.4	76.2
CA22, Long Beach	NA	86.6	38.9	59.2	81.6	104.8	NA	85.2	42.7	49.8	81.9	113.7	NA	87.6	36.6	60.6	81.2	109.0
CA23, Covina & West Covina	NA	93.2	30.6	71.0	88.3	109.8	NA	100.5	35.6	77.6	93.7	116.3	NA	100.0	31.0	80.3	96.5	112.3
CA27, Riverside, San Bernardino, & Ontario	NA	77.0	28.0	55.5	73.3	92.2	NA	90.9	37.3	64.8	82.4	113.5	NA	96.6	36.2	69.7	90.2	120.0
% in poverty
CA14, San Fernando Valley (West)	7.0	7.2	4.7	4.0	6.2	9.5	9.1	9.3	7.1	4.1	7.4	12.9	11.0	10.9	8.1	4.9	9.3	14.7
CA15, San Fernando Valley (East)	9.1	8.6	3.8	6.3	7.6	10.2	11.4	12.5	8.2	6.6	9.8	18.3	12.0	12.7	7.8	6.1	12.4	16.4
CA16, Glendale and Pasadena	10.0	9.7	5.7	5.7	8.6	12.9	13.5	13.7	8.5	7.2	12.1	18.5	14.3	14.5	9.0	6.9	12.9	20.5
CA17, West Los Angeles & West Beach	10.4	10.0	6.4	5.3	8.9	12.1	11.4	12.3	10.1	5.8	9.2	15.7	11.1	11.9	10.3	6.4	9.4	14.3
CA18, Hollywood & Wilshire	19.0	18.5	10.7	9.8	16.8	25.6	21.5	23.4	12.6	13.1	22.7	31.6	17.7	18.4	11.1	10.0	16.1	25.1
CA19, East Los Angeles	16.7	15.8	9.3	8.4	14.2	21.5	18.4	19.2	11.0	10.9	17.8	25.2	15.3	15.8	7.7	10.2	14.5	20.6
CA20, South Bay	7.5	8.9	6.7	4.3	7.0	11.1	9.7	11.0	9.3	4.1	7.3	16.7	8.9	9.4	6.9	4.7	7.2	13.2
CA21, South & South Central Los Angeles	24.2	24.5	12.9	14.5	24.8	33.6	26.1	26.4	12.5	17.6	26.0	35.5	21.9	22.7	12.0	14.6	21.6	29.1
CA22, Long Beach	13.9	11.8	10.2	4.6	8.9	16.0	16.8	16.4	13.5	5.2	11.8	25.4	13.8	15.6	13.1	7.5	13.1	20.8
CA23, Covina & West Covina	9.6	9.9	8.0	4.8	7.5	13.0	10.8	10.7	6.9	5.5	9.1	13.9	10.4	10.5	6.4	6.0	9.2	12.8
CA27, Riverside, San Bernardino, & Ontario	10.9	12.7	8.9	7.4	10.4	16.0	12.2	12.6	9.7	5.4	10.5	16.6	11.4	12.0	9.0	5.7	10.1	16.6
% with BA+
CA14, San Fernando Valley (West)	24.2	23.3	12.5	14.7	20.8	32.5	31.6	31.2	18.0	17.8	27.9	46.0	38.4	38.7	17.6	25.6	36.9	52.6
CA15, San Fernando Valley (East)	26.9	27.5	13.0	18.7	25.2	32.7	37.0	35.3	18.7	18.3	35.9	48.9	51.6	51.4	16.3	39.3	53.4	63.4
CA16, Glendale and Pasadena	21.3	19.9	12.3	11.8	16.3	25.6	28.6	26.9	16.9	13.9	23.5	36.9	37.0	35.1	19.8	17.3	32.5	50.7
CA17, West Los Angeles & West Beach	33.5	31.4	14.7	19.2	31.2	42.4	47.6	44.7	20.6	31.3	48.0	61.0	60.3	61.1	19.9	54.7	66.5	73.8
CA18, Hollywood & Wilshire	21.1	20.2	12.7	8.9	17.8	29.3	28.2	25.4	18.8	9.5	18.4	42.6	43.2	42.7	20.5	25.1	41.1	60.9
CA19, East Los Angeles	11.0	11.5	11.1	3.5	7.9	15.8	14.9	15.3	14.1	4.8	9.7	22.1	24.5	24.0	15.2	12.1	19.6	33.7
CA20, South Bay	22.1	18.9	13.2	9.4	14.8	24.1	33.8	30.4	20.8	13.5	24.7	44.9	44.6	43.4	21.5	23.8	39.6	63.3
CA21, South & South Central Los Angeles	6.4	6.5	5.6	3.1	5.4	8.2	7.4	7.8	7.3	3.1	5.4	10.0	12.9	13.2	11.4	6.6	9.5	16.2
CA22, Long Beach	16.7	17.3	12.4	8.9	13.2	22.8	22.9	22.1	16.6	8.4	18.6	33.2	30.6	28.8	17.5	13.6	25.9	41.5
CA23, Covina & West Covina	15.1	15.4	12.1	7.0	11.5	20.6	20.7	22.4	16.0	9.3	18.6	32.4	28.4	28.1	16.3	14.5	25.4	40.2
CA27, Riverside, San Bernardino, & Ontario	13.8	13.9	11.6	6.1	10.5	17.3	16.9	17.2	13.0	7.4	12.8	23.7	23.8	22.8	13.8	11.6	20.2	32.0

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)	1,777	1,720	632	274	42	674	87	3	8
CA15, San Fernando Valley (East)	382	354	179	28	18	105	23	1	0
CA16, Glendale and Pasadena	1,567	1,501	545	294	35	525	93	6	3
CA17, West Los Angeles & West Beach	695	650	275	49	65	212	44	4	1
CA18, Hollywood & Wilshire	864	822	214	151	52	377	27	1	0
CA19, East Los Angeles	1,119	1,076	52	338	8	653	20	3	2
CA20, South Bay	1,340	1,271	383	334	54	372	120	2	6
CA21, South & South Central Los Angeles	1,091	1,035	20	37	50	913	10	4	1
CA22, Long Beach	853	810	184	149	61	353	53	3	7
CA23, Covina & West Covina	1,438	1,409	238	257	22	831	56	4	1
CA27, Riverside, San Bernardino, & Ontario	4,195	4,015	974	604	148	2,040	211	16	22
All	15,321	14,663	3,696	2,515	555	7,055	744	47	51
Purchased students by geomarket
CA14, San Fernando Valley (West)	1,777	100	36.7	15.9	2.4	39.2	5.1	0.2	0.5
CA15, San Fernando Valley (East)	382	100	50.6	7.9	5.1	29.7	6.5	0.3	0.0
CA16, Glendale and Pasadena	1,567	100	36.3	19.6	2.3	35.0	6.2	0.4	0.2
CA17, West Los Angeles & West Beach	695	100	42.3	7.5	10.0	32.6	6.8	0.6	0.2
CA18, Hollywood & Wilshire	864	100	26.0	18.4	6.3	45.9	3.3	0.1	0.0
CA19, East Los Angeles	1,119	100	4.8	31.4	0.7	60.7	1.9	0.3	0.2
CA20, South Bay	1,340	100	30.1	26.3	4.2	29.3	9.4	0.2	0.5
CA21, South & South Central Los Angeles	1,091	100	1.9	3.6	4.8	88.2	1.0	0.4	0.1
CA22, Long Beach	853	100	22.7	18.4	7.5	43.6	6.5	0.4	0.9
CA23, Covina & West Covina	1,438	100	16.9	18.2	1.6	59.0	4.0	0.3	0.1
CA27, Riverside, San Bernardino, & Ontario	4,195	100	24.3	15.0	3.7	50.8	5.3	0.4	0.5
All	15,321	100	25.2	17.2	3.8	48.1	5.1	0.3	0.3
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	1,777	11.7	17.1	10.9	7.6	9.6	11.7	6.4	15.7
CA15, San Fernando Valley (East)	382	2.4	4.8	1.1	3.2	1.5	3.1	2.1	0.0
CA16, Glendale and Pasadena	1,567	10.2	14.7	11.7	6.3	7.4	12.5	12.8	5.9
CA17, West Los Angeles & West Beach	695	4.4	7.4	1.9	11.7	3.0	5.9	8.5	2.0
CA18, Hollywood & Wilshire	864	5.6	5.8	6.0	9.4	5.3	3.6	2.1	0.0
CA19, East Los Angeles	1,119	7.3	1.4	13.4	1.4	9.3	2.7	6.4	3.9
CA20, South Bay	1,340	8.7	10.4	13.3	9.7	5.3	16.1	4.3	11.8
CA21, South & South Central Los Angeles	1,091	7.1	0.5	1.5	9.0	12.9	1.3	8.5	2.0
CA22, Long Beach	853	5.5	5.0	5.9	11.0	5.0	7.1	6.4	13.7
CA23, Covina & West Covina	1,438	9.6	6.4	10.2	4.0	11.8	7.5	8.5	2.0
CA27, Riverside, San Bernardino, & Ontario	4,195	27.4	26.4	24.0	26.7	28.9	28.4	34.0	43.1
All	15,321	100	100	100	100	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA14, San Fernando Valley (West)	869	837	405	176	16	184	50	4	2
CA15, San Fernando Valley (East)	324	291	158	39	9	58	26	1	0
CA16, Glendale and Pasadena	1,163	1,108	412	412	13	182	84	4	1
CA17, West Los Angeles & West Beach	487	410	210	51	19	81	44	3	2
CA18, Hollywood & Wilshire	493	460	186	128	15	100	29	2	0
CA19, East Los Angeles	560	534	44	288	5	164	24	7	2
CA20, South Bay	770	739	246	243	20	139	85	4	2
CA21, South & South Central Los Angeles	253	245	10	34	15	181	4	1	0
CA22, Long Beach	325	311	96	75	12	90	33	3	2
CA23, Covina & West Covina	643	628	109	243	9	233	33	0	1
CA27, Riverside, San Bernardino, & Ontario	1,819	1,725	500	423	54	597	136	9	6
All	7,706	7,288	2,376	2,112	187	2,009	548	38	18
Purchased students by geomarket
CA14, San Fernando Valley (West)	869	100	48.4	21.0	1.9	22.0	6.0	0.5	0.2
CA15, San Fernando Valley (East)	324	100	54.3	13.4	3.1	19.9	8.9	0.3	0.0
CA16, Glendale and Pasadena	1,163	100	37.2	37.2	1.2	16.4	7.6	0.4	0.1
CA17, West Los Angeles & West Beach	487	100	51.2	12.4	4.6	19.8	10.7	0.7	0.5
CA18, Hollywood & Wilshire	493	100	40.4	27.8	3.3	21.7	6.3	0.4	0.0
CA19, East Los Angeles	560	100	8.2	53.9	0.9	30.7	4.5	1.3	0.4
CA20, South Bay	770	100	33.3	32.9	2.7	18.8	11.5	0.5	0.3
CA21, South & South Central Los Angeles	253	100	4.1	13.9	6.1	73.9	1.6	0.4	0.0
CA22, Long Beach	325	100	30.9	24.1	3.9	28.9	10.6	1.0	0.6
CA23, Covina & West Covina	643	100	17.4	38.7	1.4	37.1	5.3	0.0	0.2
CA27, Riverside, San Bernardino, & Ontario	1,819	100	29.0	24.5	3.1	34.6	7.9	0.5	0.3
All	7,706	100	32.6	29.0	2.6	27.6	7.5	0.5	0.2
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	869	11.5	17.0	8.3	8.6	9.2	9.1	10.5	11.1
CA15, San Fernando Valley (East)	324	4.0	6.6	1.8	4.8	2.9	4.7	2.6	0.0
CA16, Glendale and Pasadena	1,163	15.2	17.3	19.5	7.0	9.1	15.3	10.5	5.6
CA17, West Los Angeles & West Beach	487	5.6	8.8	2.4	10.2	4.0	8.0	7.9	11.1
CA18, Hollywood & Wilshire	493	6.3	7.8	6.1	8.0	5.0	5.3	5.3	0.0
CA19, East Los Angeles	560	7.3	1.9	13.6	2.7	8.2	4.4	18.4	11.1
CA20, South Bay	770	10.1	10.4	11.5	10.7	6.9	15.5	10.5	11.1
CA21, South & South Central Los Angeles	253	3.4	0.4	1.6	8.0	9.0	0.7	2.6	0.0
CA22, Long Beach	325	4.3	4.0	3.6	6.4	4.5	6.0	7.9	11.1
CA23, Covina & West Covina	643	8.6	4.6	11.5	4.8	11.6	6.0	0.0	5.6
CA27, Riverside, San Bernardino, & Ontario	1,819	23.7	21.0	20.0	28.9	29.7	24.8	23.7	33.3
All	7,706	100	100	100	100	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA14, San Fernando Valley (West)	577	551	305	131	8	59	45	1	2
CA15, San Fernando Valley (East)	404	362	191	98	8	27	35	1	2
CA16, Glendale and Pasadena	1,208	1,156	320	599	8	125	93	7	4
CA17, West Los Angeles & West Beach	354	304	178	53	6	34	32	1	0
CA18, Hollywood & Wilshire	392	370	150	131	9	49	30	0	1
CA19, East Los Angeles	423	404	36	265	2	71	29	1	0
CA20, South Bay	960	923	287	421	8	99	107	1	0
CA21, South & South Central Los Angeles	165	159	14	69	4	67	4	1	0
CA22, Long Beach	120	114	43	27	1	28	15	0	0
CA23, Covina & West Covina	503	484	107	233	4	98	38	3	1
CA27, Riverside, San Bernardino, & Ontario	950	900	273	364	20	177	60	5	1
All	6,056	5,727	1,904	2,391	78	834	488	21	11
Purchased students by geomarket
CA14, San Fernando Valley (West)	577	100	55.4	23.8	1.5	10.7	8.2	0.2	0.4
CA15, San Fernando Valley (East)	404	100	52.8	27.1	2.2	7.5	9.7	0.3	0.6
CA16, Glendale and Pasadena	1,208	100	27.7	51.8	0.7	10.8	8.0	0.6	0.3
CA17, West Los Angeles & West Beach	354	100	58.6	17.4	2.0	11.2	10.5	0.3	0.0
CA18, Hollywood & Wilshire	392	100	40.5	35.4	2.4	13.2	8.1	0.0	0.3
CA19, East Los Angeles	423	100	8.9	65.6	0.5	17.6	7.2	0.2	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	165	100	8.8	43.4	2.5	42.1	2.5	0.6	0.0
CA22, Long Beach	120	100	37.7	23.7	0.9	24.6	13.2	0.0	0.0
CA23, Covina & West Covina	503	100	22.1	48.1	0.8	20.2	7.9	0.6	0.2
CA27, Riverside, San Bernardino, & Ontario	950	100	30.3	40.4	2.2	19.7	6.7	0.6	0.1
All	6,056	100	33.2	41.7	1.4	14.6	8.5	0.4	0.2
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	577	9.6	16.0	5.5	10.3	7.1	9.2	4.8	18.2
CA15, San Fernando Valley (East)	404	6.3	10.0	4.1	10.3	3.2	7.2	4.8	18.2
CA16, Glendale and Pasadena	1,208	20.2	16.8	25.1	10.3	15.0	19.1	33.3	36.4
CA17, West Los Angeles & West Beach	354	5.3	9.3	2.2	7.7	4.1	6.6	4.8	0.0
CA18, Hollywood & Wilshire	392	6.5	7.9	5.5	11.5	5.9	6.1	0.0	9.1
CA19, East Los Angeles	423	7.1	1.9	11.1	2.6	8.5	5.9	4.8	0.0
CA20, South Bay	960	16.1	15.1	17.6	10.3	11.9	21.9	4.8	0.0
CA21, South & South Central Los Angeles	165	2.8	0.7	2.9	5.1	8.0	0.8	4.8	0.0
CA22, Long Beach	120	2.0	2.3	1.1	1.3	3.4	3.1	0.0	0.0
CA23, Covina & West Covina	503	8.5	5.6	9.7	5.1	11.8	7.8	14.3	9.1
CA27, Riverside, San Bernardino, & Ontario	950	15.7	14.3	15.2	25.6	21.2	12.3	23.8	9.1
All	6,056	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)	1,777	1,734	307	385	1,042
CA15, San Fernando Valley (East)	382	349	44	59	246
CA16, Glendale and Pasadena	1,567	1,501	191	359	951
CA17, West Los Angeles & West Beach	695	679	103	140	436
CA18, Hollywood & Wilshire	864	822	214	158	450
CA19, East Los Angeles	1,119	1,051	467	263	321
CA20, South Bay	1,340	1,318	161	259	898
CA21, South & South Central Los Angeles	1,091	1,032	555	274	203
CA22, Long Beach	853	827	149	236	442
CA23, Covina & West Covina	1,438	1,413	303	421	689
CA27, Riverside, San Bernardino, & Ontario	4,195	4,074	944	1,171	1,959
All	15,321	14,800	3,438	3,725	7,638
Purchased students by geomarket
CA14, San Fernando Valley (West)	1,777	100	17.7	22.2	60.1
CA15, San Fernando Valley (East)	382	100	12.6	16.9	70.5
CA16, Glendale and Pasadena	1,567	100	12.7	23.9	63.4
CA17, West Los Angeles & West Beach	695	100	15.2	20.6	64.2
CA18, Hollywood & Wilshire	864	100	26.0	19.2	54.7
CA19, East Los Angeles	1,119	100	44.4	25.0	30.5
CA20, South Bay	1,340	100	12.2	19.7	68.1
CA21, South & South Central Los Angeles	1,091	100	53.8	26.6	19.7
CA22, Long Beach	853	100	18.0	28.5	53.4
CA23, Covina & West Covina	1,438	100	21.4	29.8	48.8
CA27, Riverside, San Bernardino, & Ontario	4,195	100	23.2	28.7	48.1
All	15,321	100	23.2	25.2	51.6
Purchased students by first-generation status
CA14, San Fernando Valley (West)	1,777	11.7	8.9	10.3	13.6
CA15, San Fernando Valley (East)	382	2.4	1.3	1.6	3.2
CA16, Glendale and Pasadena	1,567	10.1	5.6	9.6	12.5
CA17, West Los Angeles & West Beach	695	4.6	3.0	3.8	5.7
CA18, Hollywood & Wilshire	864	5.6	6.2	4.2	5.9
CA19, East Los Angeles	1,119	7.1	13.6	7.1	4.2
CA20, South Bay	1,340	8.9	4.7	7.0	11.8
CA21, South & South Central Los Angeles	1,091	7.0	16.1	7.4	2.7
CA22, Long Beach	853	5.6	4.3	6.3	5.8
CA23, Covina & West Covina	1,438	9.5	8.8	11.3	9.0
CA27, Riverside, San Bernardino, & Ontario	4,195	27.5	27.5	31.4	25.7
All	15,321	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA14, San Fernando Valley (West)	869	840	69	118	653
CA15, San Fernando Valley (East)	324	275	11	29	235
CA16, Glendale and Pasadena	1,163	1,098	80	188	830
CA17, West Los Angeles & West Beach	487	458	24	53	381
CA18, Hollywood & Wilshire	493	462	43	99	320
CA19, East Los Angeles	560	530	156	123	251
CA20, South Bay	770	746	36	104	606
CA21, South & South Central Los Angeles	253	242	98	67	77
CA22, Long Beach	325	313	24	79	210
CA23, Covina & West Covina	643	614	83	134	397
CA27, Riverside, San Bernardino, & Ontario	1,819	1,736	230	383	1,123
All	7,706	7,314	854	1,377	5,084
Purchased students by geomarket
CA14, San Fernando Valley (West)	869	100	8.2	14.0	77.7
CA15, San Fernando Valley (East)	324	100	4.0	10.5	85.5
CA16, Glendale and Pasadena	1,163	100	7.3	17.1	75.6
CA17, West Los Angeles & West Beach	487	100	5.2	11.6	83.2
CA18, Hollywood & Wilshire	493	100	9.3	21.4	69.3
CA19, East Los Angeles	560	100	29.4	23.2	47.4
CA20, South Bay	770	100	4.8	13.9	81.2
CA21, South & South Central Los Angeles	253	100	40.5	27.7	31.8
CA22, Long Beach	325	100	7.7	25.2	67.1
CA23, Covina & West Covina	643	100	13.5	21.8	64.7
CA27, Riverside, San Bernardino, & Ontario	1,819	100	13.2	22.1	64.7
All	7,706	100	11.7	18.8	69.5
Purchased students by first-generation status
CA14, San Fernando Valley (West)	869	11.5	8.1	8.6	12.8
CA15, San Fernando Valley (East)	324	3.8	1.3	2.1	4.6
CA16, Glendale and Pasadena	1,163	15.0	9.4	13.7	16.3
CA17, West Los Angeles & West Beach	487	6.3	2.8	3.8	7.5
CA18, Hollywood & Wilshire	493	6.3	5.0	7.2	6.3
CA19, East Los Angeles	560	7.2	18.3	8.9	4.9
CA20, South Bay	770	10.2	4.2	7.6	11.9
CA21, South & South Central Los Angeles	253	3.3	11.5	4.9	1.5
CA22, Long Beach	325	4.3	2.8	5.7	4.1
CA23, Covina & West Covina	643	8.4	9.7	9.7	7.8
CA27, Riverside, San Bernardino, & Ontario	1,819	23.7	26.9	27.8	22.1
All	7,706	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA14, San Fernando Valley (West)	577	567	17	66	484
CA15, San Fernando Valley (East)	404	363	9	29	325
CA16, Glendale and Pasadena	1,208	1,148	42	135	971
CA17, West Los Angeles & West Beach	354	341	6	24	311
CA18, Hollywood & Wilshire	392	371	15	57	299
CA19, East Los Angeles	423	401	87	68	246
CA20, South Bay	960	947	24	76	847
CA21, South & South Central Los Angeles	165	156	30	42	84
CA22, Long Beach	120	118	8	16	94
CA23, Covina & West Covina	503	480	44	82	354
CA27, Riverside, San Bernardino, & Ontario	950	891	62	144	685
All	6,056	5,783	344	739	4,701
Purchased students by geomarket
CA14, San Fernando Valley (West)	577	100	3.0	11.6	85.4
CA15, San Fernando Valley (East)	404	100	2.5	8.0	89.5
CA16, Glendale and Pasadena	1,208	100	3.7	11.8	84.6
CA17, West Los Angeles & West Beach	354	100	1.8	7.0	91.2
CA18, Hollywood & Wilshire	392	100	4.0	15.4	80.6
CA19, East Los Angeles	423	100	21.7	17.0	61.3
CA20, South Bay	960	100	2.5	8.0	89.4
CA21, South & South Central Los Angeles	165	100	19.2	26.9	53.8
CA22, Long Beach	120	100	6.8	13.6	79.7
CA23, Covina & West Covina	503	100	9.2	17.1	73.8
CA27, Riverside, San Bernardino, & Ontario	950	100	7.0	16.2	76.9
All	6,056	100	5.9	12.8	81.3
Purchased students by first-generation status
CA14, San Fernando Valley (West)	577	9.8	4.9	8.9	10.3
CA15, San Fernando Valley (East)	404	6.3	2.6	3.9	6.9
CA16, Glendale and Pasadena	1,208	19.9	12.2	18.3	20.7
CA17, West Los Angeles & West Beach	354	5.9	1.7	3.2	6.6
CA18, Hollywood & Wilshire	392	6.4	4.4	7.7	6.4
CA19, East Los Angeles	423	6.9	25.3	9.2	5.2
CA20, South Bay	960	16.4	7.0	10.3	18.0
CA21, South & South Central Los Angeles	165	2.7	8.7	5.7	1.8
CA22, Long Beach	120	2.0	2.3	2.2	2.0
CA23, Covina & West Covina	503	8.3	12.8	11.1	7.5
CA27, Riverside, San Bernardino, & Ontario	950	15.4	18.0	19.5	14.6
All	6,056	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
CA14, San Fernando Valley (West)	1,693	17.8	22.3	59.8
CA15, San Fernando Valley (East)	342	12.9	17.0	70.2
CA16, Glendale and Pasadena	1,455	12.9	23.6	63.5
CA17, West Los Angeles & West Beach	641	15.6	20.6	63.8
CA18, Hollywood & Wilshire	796	26.6	19.5	53.9
CA19, East Los Angeles	1,015	44.0	24.9	31.0
CA20, South Bay	1,253	12.3	19.2	68.6
CA21, South & South Central Los Angeles	995	54.0	26.5	19.5
CA22, Long Beach	788	18.8	28.3	52.9
CA23, Covina & West Covina	1,387	21.3	30.1	48.5
CA27, Riverside, San Bernardino, & Ontario	3,935	23.7	28.6	47.7
All	14,300	23.5	25.1	51.4
Asian
CA14, San Fernando Valley (West)	270	12.2	23.7	64.1
CA15, San Fernando Valley (East)	27	3.7	7.4	88.9
CA16, Glendale and Pasadena	284	8.5	21.5	70.1
CA17, West Los Angeles & West Beach	49	6.1	24.5	69.4
CA18, Hollywood & Wilshire	145	15.2	26.2	58.6
CA19, East Los Angeles	324	42.3	25.3	32.4
CA20, South Bay	331	8.8	21.5	69.8
CA21, South & South Central Los Angeles	37	10.8	24.3	64.9
CA22, Long Beach	148	12.2	33.1	54.7
CA23, Covina & West Covina	253	12.3	30.4	57.3
CA27, Riverside, San Bernardino, & Ontario	591	11.0	24.0	65.0
All	2,459	14.9	24.7	60.4
Black/African American
CA14, San Fernando Valley (West)	42	4.8	31.0	64.3
CA15, San Fernando Valley (East)	15	6.7	0.0	93.3
CA16, Glendale and Pasadena	33	6.1	21.2	72.7
CA17, West Los Angeles & West Beach	65	1.5	32.3	66.2
CA18, Hollywood & Wilshire	49	10.2	20.4	69.4
CA19, East Los Angeles	8	12.5	12.5	75.0
CA20, South Bay	54	9.3	25.9	64.8
CA21, South & South Central Los Angeles	47	10.6	44.7	44.7
CA22, Long Beach	53	3.8	35.8	60.4
CA23, Covina & West Covina	22	18.2	31.8	50.0
CA27, Riverside, San Bernardino, & Ontario	143	7.0	25.2	67.8
All	531	7.2	28.1	64.8
Hispanic/Latino
CA14, San Fernando Valley (West)	663	35.9	26.4	37.7
CA15, San Fernando Valley (East)	103	32.0	22.3	45.6
CA16, Glendale and Pasadena	505	26.1	29.7	44.2
CA17, West Los Angeles & West Beach	208	41.8	26.0	32.2
CA18, Hollywood & Wilshire	366	48.1	21.0	30.9
CA19, East Los Angeles	608	50.0	26.5	23.5
CA20, South Bay	364	27.7	26.9	45.3
CA21, South & South Central Los Angeles	877	59.4	25.7	14.9
CA22, Long Beach	346	34.7	29.5	35.8
CA23, Covina & West Covina	816	29.9	32.0	38.1
CA27, Riverside, San Bernardino, & Ontario	2,003	36.8	32.0	31.2
All	6,859	39.3	28.7	32.0
White
CA14, San Fernando Valley (West)	624	4.0	17.0	79.0
CA15, San Fernando Valley (East)	173	4.6	16.8	78.6
CA16, Glendale and Pasadena	534	4.1	20.4	75.5
CA17, West Los Angeles & West Beach	272	2.9	13.6	83.5
CA18, Hollywood & Wilshire	208	4.3	10.6	85.1
CA19, East Los Angeles	51	7.8	7.8	84.3
CA20, South Bay	378	2.9	11.1	86.0
CA21, South & South Central Los Angeles	20	20.0	30.0	50.0
CA22, Long Beach	179	2.8	16.8	80.4
CA23, Covina & West Covina	236	7.2	24.2	68.6
CA27, Riverside, San Bernardino, & Ontario	950	9.4	25.8	64.8
All	3,625	5.6	19.0	75.5
Two or More Races, Non-Hispanic
CA14, San Fernando Valley (West)	84	4.8	22.6	72.6
CA15, San Fernando Valley (East)	23	4.3	13.0	82.6
CA16, Glendale and Pasadena	90	4.4	18.9	76.7
CA17, West Los Angeles & West Beach	43	0.0	16.3	83.7
CA18, Hollywood & Wilshire	27	0.0	29.6	70.4
CA19, East Los Angeles	19	5.3	21.1	73.7
CA20, South Bay	118	5.1	12.7	82.2
CA21, South & South Central Los Angeles	9	22.2	33.3	44.4
CA22, Long Beach	52	3.8	30.8	65.4
CA23, Covina & West Covina	55	0.0	27.3	72.7
CA27, Riverside, San Bernardino, & Ontario	211	10.9	25.1	64.0
All	731	5.9	21.9	72.2
American Indian/Alaska Native
CA14, San Fernando Valley (West)	2	0.0	0.0	100.0
CA15, San Fernando Valley (East)	1	0.0	100.0	0.0
CA16, Glendale and Pasadena	6	16.7	0.0	83.3
CA17, West Los Angeles & West Beach	3	33.3	0.0	66.7
CA18, Hollywood & Wilshire	1	0.0	0.0	100.0
CA19, East Los Angeles	3	0.0	0.0	100.0
CA20, South Bay	2	0.0	0.0	100.0
CA21, South & South Central Los Angeles	4	0.0	0.0	100.0
CA22, Long Beach	3	0.0	66.7	33.3
CA23, Covina & West Covina	4	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	15	26.7	6.7	66.7
All	44	13.6	9.1	77.3
Native Hawaiian/Pacific Islander
CA14, San Fernando Valley (West)	8	0.0	12.5	87.5
CA16, Glendale and Pasadena	3	66.7	0.0	33.3
CA17, West Los Angeles & West Beach	1	0.0	100.0	0.0
CA19, East Los Angeles	2	0.0	50.0	50.0
CA20, South Bay	6	33.3	0.0	66.7
CA21, South & South Central Los Angeles	1	100.0	0.0	0.0
CA22, Long Beach	7	14.3	71.4	14.3
CA23, Covina & West Covina	1	0.0	100.0	0.0
CA27, Riverside, San Bernardino, & Ontario	22	18.2	27.3	54.5
All	51	19.6	29.4	51.0
Orders 448420 & 546946, PSAT score 1190 - 1260
All
CA14, San Fernando Valley (West)	814	8.4	13.6	78.0
CA15, San Fernando Valley (East)	266	3.8	10.9	85.3
CA16, Glendale and Pasadena	1,055	7.4	17.1	75.5
CA17, West Los Angeles & West Beach	393	5.6	13.2	81.2
CA18, Hollywood & Wilshire	442	9.3	21.3	69.5
CA19, East Los Angeles	510	29.2	22.9	47.8
CA20, South Bay	720	4.6	14.0	81.4
CA21, South & South Central Los Angeles	238	40.8	27.7	31.5
CA22, Long Beach	304	7.2	25.7	67.1
CA23, Covina & West Covina	602	13.3	21.8	65.0
CA27, Riverside, San Bernardino, & Ontario	1,654	13.4	21.9	64.7
All	6,998	11.7	18.9	69.4
Asian
CA14, San Fernando Valley (West)	170	8.8	18.2	72.9
CA15, San Fernando Valley (East)	36	2.8	27.8	69.4
CA16, Glendale and Pasadena	381	9.4	17.8	72.7
CA17, West Los Angeles & West Beach	49	4.1	10.2	85.7
CA18, Hollywood & Wilshire	122	11.5	34.4	54.1
CA19, East Los Angeles	276	34.4	23.9	41.7
CA20, South Bay	237	3.4	19.8	76.8
CA21, South & South Central Los Angeles	33	9.1	24.2	66.7
CA22, Long Beach	74	4.1	29.7	66.2
CA23, Covina & West Covina	231	9.5	23.8	66.7
CA27, Riverside, San Bernardino, & Ontario	412	7.0	20.4	72.6
All	2,021	11.3	21.7	67.0
Black/African American
CA14, San Fernando Valley (West)	16	0.0	6.2	93.8
CA15, San Fernando Valley (East)	6	0.0	0.0	100.0
CA16, Glendale and Pasadena	13	0.0	15.4	84.6
CA17, West Los Angeles & West Beach	19	10.5	26.3	63.2
CA18, Hollywood & Wilshire	15	6.7	33.3	60.0
CA19, East Los Angeles	5	0.0	20.0	80.0
CA20, South Bay	19	10.5	10.5	78.9
CA21, South & South Central Los Angeles	15	13.3	26.7	60.0
CA22, Long Beach	12	8.3	41.7	50.0
CA23, Covina & West Covina	9	11.1	33.3	55.6
CA27, Riverside, San Bernardino, & Ontario	53	3.8	18.9	77.4
All	182	6.0	20.9	73.1
Hispanic/Latino
CA14, San Fernando Valley (West)	181	22.1	23.8	54.1
CA15, San Fernando Valley (East)	54	9.3	16.7	74.1
CA16, Glendale and Pasadena	176	15.3	25.6	59.1
CA17, West Los Angeles & West Beach	74	20.3	25.7	54.1
CA18, Hollywood & Wilshire	97	25.8	25.8	48.5
CA19, East Los Angeles	155	32.9	28.4	38.7
CA20, South Bay	133	12.0	21.1	66.9
CA21, South & South Central Los Angeles	175	51.4	28.0	20.6
CA22, Long Beach	89	16.9	30.3	52.8
CA23, Covina & West Covina	221	23.5	23.5	52.9
CA27, Riverside, San Bernardino, & Ontario	573	27.6	27.6	44.9
All	1,928	25.6	25.9	48.5
White
CA14, San Fernando Valley (West)	394	2.8	7.6	89.6
CA15, San Fernando Valley (East)	145	2.8	5.5	91.7
CA16, Glendale and Pasadena	398	3.5	14.3	82.2
CA17, West Los Angeles & West Beach	205	1.5	7.3	91.2
CA18, Hollywood & Wilshire	180	0.6	10.6	88.9
CA19, East Los Angeles	42	2.4	2.4	95.2
CA20, South Bay	243	1.6	4.5	93.8
CA21, South & South Central Los Angeles	10	10.0	40.0	50.0
CA22, Long Beach	92	3.3	15.2	81.5
CA23, Covina & West Covina	107	4.7	14.0	81.3
CA27, Riverside, San Bernardino, & Ontario	474	5.1	19.4	75.5
All	2,290	3.1	11.6	85.3
Two or More Races, Non-Hispanic
CA14, San Fernando Valley (West)	47	4.3	12.8	83.0
CA15, San Fernando Valley (East)	24	0.0	8.3	91.7
CA16, Glendale and Pasadena	82	1.2	8.5	90.2
CA17, West Los Angeles & West Beach	41	0.0	17.1	82.9
CA18, Hollywood & Wilshire	27	0.0	11.1	88.9
CA19, East Los Angeles	23	4.3	17.4	78.3
CA20, South Bay	82	3.7	13.4	82.9
CA21, South & South Central Los Angeles	4	0.0	25.0	75.0
CA22, Long Beach	32	0.0	25.0	75.0
CA23, Covina & West Covina	33	0.0	18.2	81.8
CA27, Riverside, San Bernardino, & Ontario	129	4.7	13.2	82.2
All	524	2.5	13.7	83.8
American Indian/Alaska Native
CA14, San Fernando Valley (West)	4	0.0	0.0	100.0
CA15, San Fernando Valley (East)	1	0.0	0.0	100.0
CA16, Glendale and Pasadena	4	0.0	25.0	75.0
CA17, West Los Angeles & West Beach	3	0.0	33.3	66.7
CA18, Hollywood & Wilshire	1	0.0	0.0	100.0
CA19, East Los Angeles	7	14.3	14.3	71.4
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
CA27, Riverside, San Bernardino, & Ontario	7	28.6	28.6	42.9
All	35	11.4	20.0	68.6
Native Hawaiian/Pacific Islander
CA14, San Fernando Valley (West)	2	0.0	0.0	100.0
CA16, Glendale and Pasadena	1	0.0	0.0	100.0
CA17, West Los Angeles & West Beach	2	0.0	0.0	100.0
CA19, East Los Angeles	2	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	6	0.0	0.0	100.0
All	18	0.0	11.1	88.9
Orders 448374 & 546945, PSAT score 1270 - 1520
All
CA14, San Fernando Valley (West)	545	2.8	11.4	85.9
CA15, San Fernando Valley (East)	347	2.6	8.1	89.3
CA16, Glendale and Pasadena	1,108	3.7	11.5	84.8
CA17, West Los Angeles & West Beach	298	1.7	7.4	90.9
CA18, Hollywood & Wilshire	356	3.9	15.7	80.3
CA19, East Los Angeles	384	22.1	16.4	61.5
CA20, South Bay	915	2.6	8.1	89.3
CA21, South & South Central Los Angeles	153	19.6	26.8	53.6
CA22, Long Beach	114	7.0	13.2	79.8
CA23, Covina & West Covina	465	9.0	16.8	74.2
CA27, Riverside, San Bernardino, & Ontario	850	7.2	16.4	76.5
All	5,535	6.0	12.7	81.2
Asian
CA14, San Fernando Valley (West)	130	6.2	16.9	76.9
CA15, San Fernando Valley (East)	95	4.2	11.6	84.2
CA16, Glendale and Pasadena	568	4.4	14.4	81.2
CA17, West Los Angeles & West Beach	52	3.8	9.6	86.5
CA18, Hollywood & Wilshire	125	5.6	24.0	70.4
CA19, East Los Angeles	253	27.7	16.2	56.1
CA20, South Bay	416	2.2	9.9	88.0
CA21, South & South Central Los Angeles	65	1.5	26.2	72.3
CA22, Long Beach	27	14.8	22.2	63.0
CA23, Covina & West Covina	220	6.4	16.4	77.3
CA27, Riverside, San Bernardino, & Ontario	349	5.2	15.8	79.1
All	2,300	7.0	15.0	77.9
Black/African American
CA14, San Fernando Valley (West)	8	0.0	12.5	87.5
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	6	0.0	0.0	100.0
CA18, Hollywood & Wilshire	9	0.0	22.2	77.8
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	4	0.0	50.0	50.0
CA22, Long Beach	1	0.0	0.0	100.0
CA23, Covina & West Covina	4	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	19	5.3	10.5	84.2
All	77	1.3	13.0	85.7
Hispanic/Latino
CA14, San Fernando Valley (West)	57	8.8	19.3	71.9
CA15, San Fernando Valley (East)	25	12.0	12.0	76.0
CA16, Glendale and Pasadena	119	9.2	10.9	79.8
CA17, West Los Angeles & West Beach	33	9.1	21.2	69.7
CA18, Hollywood & Wilshire	48	12.5	16.7	70.8
CA19, East Los Angeles	67	20.9	25.4	53.7
CA20, South Bay	99	8.1	13.1	78.8
CA21, South & South Central Los Angeles	66	42.4	25.8	31.8
CA22, Long Beach	28	10.7	14.3	75.0
CA23, Covina & West Covina	96	24.0	21.9	54.2
CA27, Riverside, San Bernardino, & Ontario	165	20.0	23.0	57.0
All	803	17.1	18.9	64.0
White
CA14, San Fernando Valley (West)	302	0.7	8.6	90.7
CA15, San Fernando Valley (East)	184	1.1	5.4	93.5
CA16, Glendale and Pasadena	312	1.3	8.0	90.7
CA17, West Los Angeles & West Beach	174	0.0	5.2	94.8
CA18, Hollywood & Wilshire	144	0.7	8.3	91.0
CA19, East Los Angeles	35	0.0	5.7	94.3
CA20, South Bay	285	2.1	3.5	94.4
CA21, South & South Central Los Angeles	13	0.0	23.1	76.9
CA22, Long Beach	43	0.0	7.0	93.0
CA23, Covina & West Covina	106	0.9	15.1	84.0
CA27, Riverside, San Bernardino, & Ontario	253	2.8	11.1	86.2
All	1,851	1.2	7.8	91.0
Two or More Races, Non-Hispanic
CA14, San Fernando Valley (West)	45	0.0	4.4	95.6
CA15, San Fernando Valley (East)	32	0.0	9.4	90.6
CA16, Glendale and Pasadena	91	0.0	5.5	94.5
CA17, West Los Angeles & West Beach	32	0.0	3.1	96.9
CA18, Hollywood & Wilshire	30	0.0	13.3	86.7
CA19, East Los Angeles	26	3.8	11.5	84.6
CA20, South Bay	106	0.9	7.5	91.5
CA21, South & South Central Los Angeles	4	25.0	50.0	25.0
CA22, Long Beach	15	6.7	13.3	80.0
CA23, Covina & West Covina	35	11.4	14.3	74.3
CA27, Riverside, San Bernardino, & Ontario	58	3.4	25.9	70.7
All	474	2.1	10.5	87.3
American Indian/Alaska Native
CA14, San Fernando Valley (West)	1	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
CA21, South & South Central Los Angeles	1	0.0	0.0	100.0
CA23, Covina & West Covina	3	0.0	0.0	100.0
CA27, Riverside, San Bernardino, & Ontario	5	0.0	20.0	80.0
All	21	4.8	9.5	85.7
Native Hawaiian/Pacific Islander
CA14, San Fernando Valley (West)	2	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
All	9	0.0	11.1	88.9

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

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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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	84.0	82.3	27.3	85.9	94.0	97.0	64.4	64.9	27.4	49.5	73.1	86.2	45.3	49.3	27.1	25.8	49.3	72.7
FL 6, Dade Co	47.0	48.3	30.8	20.1	47.1	78.9	20.7	22.4	20.4	7.0	14.8	33.1	13.6	14.9	15.5	3.7	8.7	22.0
FL 7, Collier, Hendry, & Monroe Co	80.6	80.8	23.7	73.9	91.4	96.8	71.7	72.8	24.9	63.6	79.3	91.0	60.5	65.4	26.8	51.5	74.3	85.3
% Asian, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	NA	1.9	1.7	1.3	0.7	1.4	2.4	3.1	2.9	3.3	0.5	1.8	4.1
FL 6, Dade Co	NA	NA	NA	NA	NA	NA	1.4	1.3	1.3	0.3	0.9	1.9	1.5	1.6	2.5	0.0	0.5	2.3
FL 7, Collier, Hendry, & Monroe Co	NA	NA	NA	NA	NA	NA	0.6	0.6	0.5	0.3	0.6	0.8	1.4	1.4	2.2	0.0	0.7	1.9
% Black, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	11.7	12.0	25.7	0.2	0.7	4.7	16.9	16.9	24.3	2.0	6.3	17.9	22.9	20.4	23.2	3.3	11.4	28.6
FL 6, Dade Co	16.8	18.0	30.0	0.3	1.4	16.7	19.0	21.2	29.3	0.9	3.7	35.8	15.6	14.7	23.8	0.3	2.6	15.4
FL 7, Collier, Hendry, & Monroe Co	6.5	6.6	18.6	0.1	0.9	3.0	5.4	5.9	11.0	0.6	1.8	6.8	7.1	6.4	10.5	0.1	2.4	8.1
% Hispanic
FL 5, Broward, Martin, & Palm Beach Co	4.3	4.8	6.9	1.7	3.1	5.7	14.7	14.0	11.5	5.8	10.7	19.3	26.4	24.8	17.0	11.2	21.0	35.8
FL 6, Dade Co	36.2	32.5	27.7	10.1	21.0	55.4	57.4	53.3	29.1	25.9	54.4	82.8	68.4	67.5	25.1	49.6	73.5	89.7
FL 7, Collier, Hendry, & Monroe Co	12.9	11.8	13.1	1.5	6.5	18.7	20.8	18.1	17.1	5.1	14.5	24.9	29.7	25.2	21.5	9.6	19.1	37.6
% Two+, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	NA	2.0	1.9	2.0	0.8	1.3	2.2	2.1	2.0	2.2	0.5	1.4	2.7
FL 6, Dade Co	NA	NA	NA	NA	NA	NA	1.4	1.5	2.4	0.4	1.0	1.8	0.8	0.8	2.2	0.0	0.0	0.9
FL 7, Collier, Hendry, & Monroe Co	NA	NA	NA	NA	NA	NA	1.2	1.4	2.3	0.6	0.9	1.5	1.1	1.0	1.5	0.0	0.4	1.4
% NHPI, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.2	0.0	0.0	0.0
FL 6, Dade Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.6	0.0	0.0	0.0
FL 7, Collier, Hendry, & Monroe Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.3	0.0	0.0	0.0
% AIAN, non-Hispanic
FL 5, Broward, Martin, & Palm Beach Co	NA	NA	NA	NA	NA	NA	0.2	0.3	3.2	0.1	0.1	0.2	0.1	0.1	0.4	0.0	0.0	0.0
FL 6, Dade Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	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	NA	0.3	1.0	7.7	0.1	0.2	0.3	0.2	0.4	3.9	0.0	0.0	0.0
Median income
FL 5, Broward, Martin, & Palm Beach Co	NA	77.5	27.4	58.6	73.0	91.4	NA	90.0	39.7	62.6	79.9	108.2	NA	85.7	41.1	56.8	76.0	104.4
FL 6, Dade Co	NA	74.0	35.4	50.6	68.9	90.9	NA	75.1	42.8	48.5	65.1	92.0	NA	76.7	39.8	47.9	68.3	94.3
FL 7, Collier, Hendry, & Monroe Co	NA	73.7	39.7	53.1	68.5	83.7	NA	90.0	35.1	67.7	84.1	101.4	NA	88.7	36.5	64.0	83.0	110.0
% in poverty
FL 5, Broward, Martin, & Palm Beach Co	9.5	10.3	10.0	4.5	6.9	12.3	9.9	10.4	8.3	4.8	7.8	13.4	11.9	12.0	8.4	6.0	10.2	15.7
FL 6, Dade Co	15.1	15.6	12.0	7.0	11.1	20.8	18.1	18.7	12.9	9.2	15.4	25.1	17.4	16.8	11.0	8.7	14.3	23.0
FL 7, Collier, Hendry, & Monroe Co	15.8	14.1	12.6	6.4	11.5	15.3	9.2	10.0	9.1	4.3	7.0	12.5	10.6	10.5	8.2	5.1	8.0	12.7
% with BA+
FL 5, Broward, Martin, & Palm Beach Co	15.9	16.6	9.4	9.3	14.6	22.3	25.9	25.4	13.9	14.0	23.3	35.8	34.8	35.2	16.7	22.1	33.9	47.9
FL 6, Dade Co	16.5	16.6	12.4	7.5	12.5	20.2	21.7	21.6	16.4	9.2	15.8	29.4	30.7	32.0	18.8	17.7	27.8	42.3
FL 7, Collier, Hendry, & Monroe Co	16.9	17.1	11.9	8.2	14.0	23.5	25.8	25.4	16.2	13.7	22.8	33.9	33.8	35.3	18.2	23.1	35.6	46.0

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
NY14, Staten Island	87.4	82.8	19.9	81.0	90.8	95.3	71.4	67.8	24.2	53.6	75.8	87.4	60.4	57.3	26.2	37.2	63.8	78.3
NY15, Westchester Co	82.5	79.5	24.6	72.9	92.1	95.4	64.3	64.8	28.7	45.2	76.4	88.7	53.1	50.7	27.0	27.2	54.9	74.4
NY22, Southeast Brooklyn	62.6	65.5	36.7	27.1	87.1	95.4	34.9	38.6	35.7	3.2	23.8	78.6	30.5	30.1	31.8	3.4	12.1	62.4
NY23, West Brooklyn	75.8	72.5	29.2	53.9	88.4	94.7	56.9	56.5	27.1	35.6	62.4	77.7	50.9	51.4	25.1	33.9	52.9	71.2
NY24, Northeast Brooklyn	16.1	22.2	29.7	1.3	5.7	33.6	12.6	14.8	23.7	0.8	2.5	17.5	26.7	26.0	25.5	4.3	17.4	39.1
NY25, East Bronx	45.6	46.7	34.8	10.4	44.8	84.2	19.7	22.1	26.4	2.6	8.5	36.0	10.9	12.8	17.3	1.8	3.9	16.9
NY26, West Bronx	25.8	26.8	33.0	2.4	5.8	50.7	10.7	13.7	24.9	1.1	1.9	10.7	7.7	9.7	18.6	0.8	2.2	6.4
NY27, Manhattan	53.4	50.3	36.0	9.2	60.8	86.4	46.0	45.7	34.0	5.4	55.6	77.5	47.1	48.7	27.5	20.4	57.2	72.0
NY28, South Queens	45.4	43.0	37.4	5.7	32.2	84.9	20.0	18.0	23.8	1.4	6.2	27.9	14.8	12.1	19.6	1.2	3.8	12.5
NY29, Northwest Queens	71.1	68.5	27.4	49.3	76.5	91.0	37.0	41.5	27.3	16.0	40.8	64.0	32.2	34.4	24.2	10.4	34.5	53.8
NY30, Northeast Queens	83.4	75.0	24.1	65.8	86.4	92.3	43.1	42.9	25.0	21.5	43.0	63.4	26.9	27.0	20.2	10.4	22.6	42.6
% Asian, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	NA	5.6	6.2	7.5	2.9	4.4	7.3	9.9	9.8	8.0	3.6	8.2	15.0
NY15, Westchester Co	NA	NA	NA	NA	NA	NA	4.4	4.3	3.4	2.2	3.5	5.3	6.1	6.2	5.4	2.5	4.9	8.7
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	NA	5.7	5.7	7.6	0.9	3.0	6.1	8.0	7.7	10.4	0.9	3.5	10.2
NY23, West Brooklyn	NA	NA	NA	NA	NA	NA	14.0	12.7	11.9	4.1	8.6	19.5	22.2	22.4	19.9	7.1	16.3	34.0
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	NA	2.2	2.9	4.2	0.4	1.1	3.7	4.3	4.3	5.0	1.0	2.9	5.8
NY25, East Bronx	NA	NA	NA	NA	NA	NA	3.3	3.5	3.9	0.8	2.2	4.5	6.0	6.0	7.6	0.8	3.0	8.2
NY26, West Bronx	NA	NA	NA	NA	NA	NA	2.6	2.3	2.8	0.2	0.8	3.9	2.1	2.1	3.2	0.0	0.9	2.7
NY27, Manhattan	NA	NA	NA	NA	NA	NA	9.4	8.8	13.0	1.6	5.3	10.3	12.1	12.6	12.2	4.1	9.6	16.5
NY28, South Queens	NA	NA	NA	NA	NA	NA	7.6	8.0	9.1	0.7	3.1	13.5	14.5	13.6	14.5	1.9	7.2	22.4
NY29, Northwest Queens	NA	NA	NA	NA	NA	NA	17.8	15.8	13.7	5.2	12.2	21.0	22.4	21.3	17.5	7.6	16.8	30.9
NY30, Northeast Queens	NA	NA	NA	NA	NA	NA	29.3	27.0	15.0	16.1	24.2	34.8	46.1	45.0	19.1	31.0	44.4	57.6
% Black, non-Hispanic
NY14, Staten Island	7.1	8.2	13.7	0.3	1.7	9.0	9.0	10.3	14.7	0.4	2.4	17.1	9.3	11.3	16.0	0.6	3.2	17.2
NY15, Westchester Co	12.1	13.1	21.7	0.9	2.5	14.2	13.6	14.4	21.4	1.5	4.7	17.7	13.5	15.0	19.0	2.7	7.8	18.1
NY22, Southeast Brooklyn	30.3	25.3	33.3	0.2	2.3	58.7	48.6	45.0	37.5	1.4	54.4	83.4	48.8	49.1	36.9	3.9	64.1	83.4
NY23, West Brooklyn	7.5	9.2	19.2	0.1	0.5	4.9	6.8	9.5	18.4	0.4	1.2	7.5	5.5	5.2	10.3	0.4	1.5	5.3
NY24, Northeast Brooklyn	57.1	48.7	36.6	5.2	59.4	81.9	53.4	48.5	33.6	12.2	57.4	80.7	40.7	40.1	27.1	14.0	43.8	64.4
NY25, East Bronx	27.8	26.0	26.4	1.9	18.7	40.9	36.9	33.5	27.9	9.7	26.3	54.7	35.4	33.7	24.3	12.7	26.5	54.5
NY26, West Bronx	32.8	29.8	22.9	8.6	27.4	45.6	27.2	27.8	16.0	16.6	25.8	36.7	24.2	24.1	13.9	12.5	22.3	32.9
NY27, Manhattan	21.6	23.3	31.4	2.9	8.2	28.0	15.3	18.8	24.9	2.7	6.5	25.3	12.3	12.4	17.0	1.8	4.6	16.0
NY28, South Queens	44.2	43.7	40.3	1.1	32.7	87.3	47.4	47.6	37.0	8.2	50.0	87.9	43.1	44.8	34.5	8.7	49.4	79.3
NY29, Northwest Queens	7.4	6.3	17.7	0.0	0.5	2.6	5.4	5.9	12.6	0.7	1.4	3.4	3.8	4.2	9.7	0.4	1.4	3.2
NY30, Northeast Queens	6.6	8.2	16.0	0.1	1.1	8.3	8.0	9.8	15.6	0.7	2.4	14.4	6.5	6.5	9.3	0.4	2.0	9.6
% Hispanic
NY14, Staten Island	5.5	6.6	8.2	2.6	3.9	7.5	12.1	13.4	9.3	5.4	9.9	18.8	18.5	19.3	13.3	9.5	15.4	26.8
NY15, Westchester Co	5.4	5.3	6.6	1.7	2.6	5.2	15.7	14.0	14.6	4.0	8.4	17.4	25.1	25.2	19.5	9.2	19.4	36.7
NY22, Southeast Brooklyn	7.1	6.4	5.5	2.4	4.8	8.7	8.1	7.7	5.5	4.4	6.5	9.5	9.8	9.7	8.4	4.5	7.8	12.8
NY23, West Brooklyn	16.7	14.9	18.0	3.1	6.1	19.5	18.9	17.4	17.4	6.8	11.1	20.9	18.1	17.2	14.8	7.7	13.6	21.1
NY24, Northeast Brooklyn	26.7	26.9	24.1	7.7	18.4	42.0	28.9	30.1	24.4	10.0	21.6	48.1	25.3	26.0	19.7	11.2	19.3	36.3
NY25, East Bronx	26.6	25.6	23.2	7.8	17.3	39.7	37.4	37.3	22.2	17.8	34.0	56.7	45.7	44.2	18.8	29.0	44.6	59.7
NY26, West Bronx	41.4	41.1	24.7	22.4	40.8	58.4	57.5	53.7	21.2	46.4	59.3	68.5	64.8	62.3	18.7	55.6	65.8	75.1
NY27, Manhattan	25.0	21.0	22.8	4.4	9.2	32.8	27.3	24.0	24.2	5.7	13.8	33.5	25.8	23.0	21.3	7.2	15.2	31.8
NY28, South Queens	10.4	10.6	11.0	3.4	6.2	13.2	18.9	18.2	15.0	5.3	14.0	27.5	23.7	21.5	17.3	8.5	15.7	30.4
NY29, Northwest Queens	21.5	18.4	17.4	4.3	13.3	28.2	36.2	32.7	21.5	15.0	28.0	45.8	39.1	37.4	23.3	20.3	32.0	49.8
NY30, Northeast Queens	10.0	10.0	9.9	3.5	5.8	13.2	15.6	15.3	9.1	8.3	14.1	20.2	17.7	17.1	9.6	10.8	15.6	22.4
% Two+, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	NA	1.8	1.9	1.3	0.8	1.6	2.7	1.8	2.0	2.8	0.0	1.2	2.8
NY15, Westchester Co	NA	NA	NA	NA	NA	NA	1.8	1.9	1.2	1.0	1.5	2.4	2.1	2.1	2.2	0.5	1.4	2.9
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	NA	2.5	2.4	1.5	1.4	2.3	3.2	2.7	2.7	2.7	0.7	1.9	3.7
NY23, West Brooklyn	NA	NA	NA	NA	NA	NA	3.3	3.2	2.0	1.9	2.8	4.1	3.1	3.0	3.1	0.5	2.1	4.3
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	NA	2.5	2.5	1.7	1.5	2.2	3.1	2.8	2.9	3.1	0.8	2.0	3.9
NY25, East Bronx	NA	NA	NA	NA	NA	NA	2.4	2.6	1.7	1.4	2.3	3.5	1.7	1.7	2.2	0.2	0.9	2.2
NY26, West Bronx	NA	NA	NA	NA	NA	NA	1.8	1.8	1.5	0.9	1.5	2.2	1.0	1.1	1.3	0.0	0.7	1.6
NY27, Manhattan	NA	NA	NA	NA	NA	NA	1.9	2.0	1.0	1.3	1.9	2.5	2.6	2.7	2.1	1.1	2.2	3.8
NY28, South Queens	NA	NA	NA	NA	NA	NA	5.7	5.5	4.8	2.3	3.8	7.2	3.6	3.3	3.3	0.9	2.2	4.4
NY29, Northwest Queens	NA	NA	NA	NA	NA	NA	3.4	3.3	2.3	1.6	2.8	4.4	2.3	2.2	2.4	0.2	1.4	3.3
NY30, Northeast Queens	NA	NA	NA	NA	NA	NA	3.7	3.7	2.9	1.9	2.9	4.2	2.4	2.4	2.8	0.4	1.6	3.4
% NHPI, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NY15, Westchester Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
NY23, West Brooklyn	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.1	0.1	0.6	0.0	0.0	0.0
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.3	0.0	0.0	0.0
NY25, East Bronx	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
NY26, West Bronx	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
NY27, Manhattan	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.1	0.0	0.0	0.2	0.0	0.0	0.0
NY28, South Queens	NA	NA	NA	NA	NA	NA	0.0	0.1	0.1	0.0	0.0	0.1	0.1	0.1	0.5	0.0	0.0	0.0
NY29, Northwest Queens	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NY30, Northeast Queens	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.1	0.0	0.3	0.0	0.0	0.0
% AIAN, non-Hispanic
NY14, Staten Island	NA	NA	NA	NA	NA	NA	0.1	0.1	0.2	0.0	0.1	0.2	0.1	0.1	0.3	0.0	0.0	0.0
NY15, Westchester Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.2	0.2	0.8	0.0	0.0	0.0
NY22, Southeast Brooklyn	NA	NA	NA	NA	NA	NA	0.1	0.1	0.2	0.0	0.1	0.2	0.1	0.1	0.5	0.0	0.0	0.0
NY23, West Brooklyn	NA	NA	NA	NA	NA	NA	0.1	0.1	0.2	0.0	0.1	0.2	0.1	0.1	0.3	0.0	0.0	0.0
NY24, Northeast Brooklyn	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.1	0.2	0.3	0.1	0.1	0.5	0.0	0.0	0.0
NY25, East Bronx	NA	NA	NA	NA	NA	NA	0.2	0.2	0.3	0.1	0.2	0.3	0.3	0.4	1.7	0.0	0.0	0.0
NY26, West Bronx	NA	NA	NA	NA	NA	NA	0.3	0.3	0.3	0.1	0.2	0.3	0.1	0.1	0.6	0.0	0.0	0.0
NY27, Manhattan	NA	NA	NA	NA	NA	NA	0.2	0.2	0.3	0.0	0.1	0.2	0.1	0.1	0.5	0.0	0.0	0.0
NY28, South Queens	NA	NA	NA	NA	NA	NA	0.5	0.5	1.1	0.1	0.3	0.6	0.3	0.4	2.3	0.0	0.0	0.0
NY29, Northwest Queens	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.0	0.1	0.3	0.1	0.1	0.5	0.0	0.0	0.0
NY30, Northeast Queens	NA	NA	NA	NA	NA	NA	0.2	0.2	0.4	0.0	0.1	0.2	0.3	0.4	1.0	0.0	0.0	0.0
Median income
NY14, Staten Island	NA	86.6	23.7	72.6	90.3	103.5	NA	99.5	32.3	79.4	104.8	119.5	NA	104.1	32.4	88.3	106.1	126.9
NY15, Westchester Co	NA	113.1	54.7	76.8	100.7	138.8	NA	140.0	79.0	88.4	119.4	172.8	NA	136.6	70.1	86.7	121.1	171.6
NY22, Southeast Brooklyn	NA	72.9	21.1	55.4	73.0	88.1	NA	77.8	29.5	59.2	78.7	95.3	NA	88.8	26.5	73.4	85.9	102.2
NY23, West Brooklyn	NA	58.8	18.4	46.9	58.5	68.6	NA	71.5	29.8	54.4	65.8	84.5	NA	95.1	49.1	62.1	79.2	118.1
NY24, Northeast Brooklyn	NA	41.7	15.4	30.8	38.6	48.9	NA	52.3	22.7	38.7	51.1	63.6	NA	75.4	36.6	49.7	70.4	95.0
NY25, East Bronx	NA	63.4	24.3	48.6	61.7	76.7	NA	63.5	31.9	43.7	62.5	84.6	NA	68.1	27.5	49.6	64.4	85.0
NY26, West Bronx	NA	44.5	30.2	27.7	33.2	51.9	NA	47.7	32.3	30.4	40.2	56.8	NA	48.5	25.4	32.4	42.4	53.7
NY27, Manhattan	NA	60.9	34.5	35.5	52.1	77.7	NA	93.6	61.8	44.5	87.0	130.6	NA	126.4	68.1	67.6	120.5	175.4
NY28, South Queens	NA	77.3	22.2	64.0	76.6	88.5	NA	85.9	29.7	70.8	86.1	104.4	NA	96.6	25.9	83.3	95.6	111.4
NY29, Northwest Queens	NA	69.0	19.7	56.1	68.7	80.4	NA	75.9	29.6	64.4	74.2	87.1	NA	92.3	29.1	73.4	89.3	107.5
NY30, Northeast Queens	NA	93.8	32.1	77.3	91.1	105.1	NA	97.8	35.9	78.3	97.9	115.3	NA	91.5	29.7	70.5	92.2	111.2
% in poverty
NY14, Staten Island	8.3	9.6	9.1	4.0	6.1	10.6	10.1	11.2	10.1	4.9	7.6	14.2	11.7	12.5	11.2	5.4	9.5	14.6
NY15, Westchester Co	7.1	7.2	7.2	2.7	4.3	9.2	8.5	8.3	8.6	2.6	5.1	11.0	9.2	9.6	9.6	3.8	6.7	11.6
NY22, Southeast Brooklyn	13.8	13.1	10.3	6.4	10.0	17.8	18.0	17.0	9.2	10.1	14.7	22.6	14.2	12.7	8.4	7.1	11.7	17.5
NY23, West Brooklyn	18.4	18.3	12.1	9.9	15.0	24.5	20.5	20.4	10.5	13.3	19.6	26.1	17.5	17.6	11.8	9.6	15.3	23.3
NY24, Northeast Brooklyn	36.4	35.1	14.4	25.0	36.0	45.6	31.9	30.3	13.2	20.7	29.1	39.2	22.5	22.7	11.9	13.3	21.2	28.7
NY25, East Bronx	16.5	16.7	13.1	7.6	12.9	20.2	21.6	22.6	15.6	10.9	18.8	31.0	21.2	21.0	12.5	11.6	18.6	27.8
NY26, West Bronx	36.6	35.1	19.2	18.4	40.3	48.3	35.2	35.0	16.2	24.8	38.3	45.5	32.1	31.3	12.8	25.9	30.8	39.9
NY27, Manhattan	21.9	23.8	15.7	10.3	20.4	34.7	16.6	19.5	14.8	6.8	14.3	30.5	14.9	15.1	11.8	5.8	11.4	21.5
NY28, South Queens	14.1	13.8	11.0	6.3	11.5	18.2	14.9	14.6	10.2	7.8	12.6	18.7	12.5	11.6	7.3	6.4	10.4	14.9
NY29, Northwest Queens	12.3	12.8	9.6	6.1	10.3	16.2	15.9	15.9	8.7	10.1	14.7	19.8	11.5	11.4	8.6	6.7	10.4	14.4
NY30, Northeast Queens	6.8	7.3	6.4	3.4	5.3	9.7	10.5	10.4	8.4	5.4	8.3	13.5	12.4	11.8	8.6	5.9	9.7	14.7
% with BA+
NY14, Staten Island	14.8	14.8	10.1	8.3	13.1	19.2	23.2	23.6	9.4	17.8	22.9	27.3	34.7	35.0	11.2	28.3	35.4	40.9
NY15, Westchester Co	28.0	26.9	17.2	13.2	22.9	39.8	40.9	40.4	20.5	24.5	37.2	58.3	49.7	48.1	21.1	32.2	46.2	64.6
NY22, Southeast Brooklyn	14.1	14.7	8.3	9.8	13.2	17.6	22.8	23.7	11.7	16.0	22.0	29.5	35.2	35.6	13.1	27.0	33.9	42.9
NY23, West Brooklyn	14.2	13.9	11.9	5.9	11.3	17.7	28.3	27.7	16.5	15.9	23.7	35.4	43.9	42.9	21.6	26.3	37.2	56.9
NY24, Northeast Brooklyn	6.2	6.2	6.9	2.4	4.3	7.4	13.7	14.6	13.4	6.4	10.3	16.8	36.2	34.4	20.2	17.1	31.0	48.3
NY25, East Bronx	8.4	7.9	6.1	4.3	7.7	10.3	15.9	15.4	9.2	8.9	15.3	19.7	22.6	22.7	9.8	16.6	22.7	28.5
NY26, West Bronx	9.6	8.4	11.2	2.3	4.7	9.3	13.6	12.9	12.6	5.9	8.4	14.9	18.4	19.4	14.6	10.5	14.8	21.5
NY27, Manhattan	33.3	30.4	23.1	7.1	30.8	50.8	49.4	46.0	28.9	15.2	53.3	73.1	62.2	63.2	25.0	42.7	72.8	84.2
NY28, South Queens	10.9	10.9	8.5	5.7	8.6	14.1	17.9	17.8	10.1	11.4	15.6	21.4	26.4	26.2	9.8	19.3	25.0	31.2
NY29, Northwest Queens	14.5	13.4	10.4	6.3	10.1	17.9	24.3	23.9	13.7	14.0	21.1	29.7	37.8	36.5	19.0	23.6	34.6	48.7
NY30, Northeast Queens	21.6	21.7	12.0	14.1	19.3	26.8	31.2	31.8	13.2	23.8	29.7	38.6	35.3	35.8	13.3	26.4	35.1	45.9

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
NJ 4, Middlesex Co	88.1	84.0	19.3	85.0	90.9	95.6	62.1	63.7	22.9	50.3	69.4	81.5	42.2	43.4	21.3	25.3	43.6	61.7
NJ 6, Somerset & Mercer Co	84.2	83.0	24.1	83.6	93.8	97.2	68.9	67.6	27.1	53.1	75.5	89.1	51.9	51.3	25.8	31.1	56.9	73.3
NJ 7, Union Co	75.6	73.5	28.8	55.6	88.4	95.7	54.4	54.1	31.3	27.0	62.5	83.9	39.7	36.8	28.4	11.0	28.7	63.8
NJ 8, Essex & Southern Passaic Co	58.1	56.5	38.3	13.0	68.7	94.5	40.4	41.1	35.5	4.2	37.2	78.9	31.8	28.1	29.2	2.4	14.6	53.0
NJ 9, Hudson Co	60.6	56.8	29.2	34.0	61.4	84.3	35.6	37.7	24.8	18.0	31.9	60.5	28.7	29.6	18.5	15.7	25.6	41.7
NJ10, Bergen Co	92.6	88.7	15.8	90.1	93.8	96.1	72.4	70.4	21.4	62.0	76.5	87.3	55.7	54.9	20.4	38.3	55.7	72.1
NJ11, Morris & Northern Passaic Co	95.2	93.3	9.5	94.1	95.9	97.3	83.2	84.3	14.7	82.0	89.2	92.2	72.0	71.8	16.9	63.1	76.9	84.1
% Asian, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	NA	13.9	11.9	11.3	3.5	7.6	17.6	24.5	23.7	20.6	6.6	17.3	35.8
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	NA	6.5	6.0	7.1	1.3	3.4	7.7	14.7	13.1	14.1	2.2	7.7	18.8
NJ 7, Union Co	NA	NA	NA	NA	NA	NA	3.8	4.4	4.9	1.6	3.3	5.2	5.3	5.0	4.9	1.3	3.7	6.8
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	NA	3.8	3.8	4.2	0.5	2.4	5.5	5.5	4.8	7.1	0.1	1.8	5.9
NJ 9, Hudson Co	NA	NA	NA	NA	NA	NA	9.3	8.8	9.6	2.7	5.2	11.3	15.6	16.3	16.7	3.6	9.8	24.0
NJ10, Bergen Co	NA	NA	NA	NA	NA	NA	10.6	9.4	8.4	4.0	6.5	11.4	16.5	16.6	13.5	6.2	12.5	24.5
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	NA	5.7	5.2	5.2	1.9	3.5	6.2	9.7	10.0	11.1	2.7	6.1	12.3
% Black, non-Hispanic
NJ 4, Middlesex Co	6.0	8.1	14.6	0.6	3.1	7.4	8.6	9.7	12.5	3.0	5.6	11.5	9.6	9.1	7.9	3.0	6.8	12.4
NJ 6, Somerset & Mercer Co	12.9	12.1	21.8	0.4	2.6	10.1	13.8	14.7	21.8	1.6	5.6	15.3	14.8	16.5	21.5	2.3	6.2	23.5
NJ 7, Union Co	16.1	17.0	25.0	0.5	4.4	22.9	20.1	22.1	26.0	2.7	9.9	36.3	20.5	20.6	19.6	4.5	13.4	29.7
NJ 8, Essex & Southern Passaic Co	30.5	30.5	36.5	0.7	8.1	63.0	31.4	33.4	36.1	1.7	14.1	74.9	29.0	33.2	33.4	3.9	17.5	67.3
NJ 9, Hudson Co	12.4	12.6	24.9	0.4	1.3	10.0	12.2	13.1	21.4	1.2	3.2	14.2	10.5	10.1	15.5	1.7	4.0	10.9
NJ10, Bergen Co	3.9	4.1	11.4	0.2	0.6	1.7	5.0	5.2	10.9	0.7	1.3	3.7	5.3	5.5	9.0	0.8	2.3	5.7
NJ11, Morris & Northern Passaic Co	2.2	2.5	7.7	0.3	0.7	1.6	2.5	2.5	5.0	0.7	1.3	2.4	2.9	2.9	3.4	0.5	1.9	4.0
% Hispanic
NJ 4, Middlesex Co	5.9	5.6	10.5	1.7	2.4	3.6	13.6	12.7	16.4	4.7	7.1	11.8	21.4	21.1	20.0	8.1	14.5	26.3
NJ 6, Somerset & Mercer Co	2.9	3.2	5.0	0.9	1.5	2.8	9.2	10.0	12.4	2.7	4.7	12.2	16.5	16.7	16.8	5.8	9.6	21.9
NJ 7, Union Co	8.2	7.9	11.5	1.5	2.5	7.2	19.8	17.2	17.9	4.0	10.0	22.1	32.5	34.0	23.9	13.1	26.9	56.6
NJ 8, Essex & Southern Passaic Co	11.4	11.0	15.9	1.6	3.0	12.6	22.0	19.1	21.1	4.4	9.0	27.8	31.8	31.3	26.3	9.6	20.2	51.6
NJ 9, Hudson Co	27.0	27.2	24.0	7.6	19.7	43.0	40.0	37.1	24.5	17.0	29.8	51.1	42.8	41.1	24.8	21.5	34.1	61.8
NJ10, Bergen Co	3.5	4.6	7.0	1.7	2.7	4.5	10.4	13.1	14.2	4.3	8.4	15.4	20.5	20.5	14.6	10.0	16.7	26.6
NJ11, Morris & Northern Passaic Co	2.6	2.3	4.0	1.0	1.4	2.1	7.4	6.7	9.9	2.7	3.8	6.1	13.2	12.8	12.4	6.3	9.4	15.1
% Two+, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	NA	1.7	1.6	0.8	1.1	1.5	2.0	2.1	2.1	2.0	0.7	1.6	3.1
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	NA	1.4	1.4	0.7	0.8	1.3	1.7	2.0	2.0	1.9	0.7	1.5	2.8
NJ 7, Union Co	NA	NA	NA	NA	NA	NA	1.8	1.8	1.2	1.0	1.5	2.2	1.8	1.8	1.9	0.3	1.3	2.5
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	NA	2.3	2.1	1.6	1.0	1.7	2.8	1.8	1.8	2.0	0.1	1.1	2.7
NJ 9, Hudson Co	NA	NA	NA	NA	NA	NA	2.7	2.6	1.7	1.3	2.1	3.5	2.2	2.2	2.1	0.6	1.6	3.4
NJ10, Bergen Co	NA	NA	NA	NA	NA	NA	1.5	1.6	1.5	0.8	1.3	1.8	2.0	2.0	1.9	0.7	1.5	2.8
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	NA	1.1	1.0	0.6	0.7	0.9	1.2	2.1	2.1	2.0	0.9	1.5	2.8
% NHPI, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NJ 7, Union Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
NJ 9, Hudson Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.1	0.1	0.3	0.0	0.0	0.0
NJ10, Bergen Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
% AIAN, non-Hispanic
NJ 4, Middlesex Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.1	0.1	0.4	0.0	0.0	0.0
NJ 6, Somerset & Mercer Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.6	0.0	0.0	0.0
NJ 7, Union Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.1	0.1	0.4	0.0	0.0	0.0
NJ 8, Essex & Southern Passaic Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.1	0.1	0.6	0.0	0.0	0.0
NJ 9, Hudson Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.1	0.1	0.2	0.1	0.1	0.5	0.0	0.0	0.0
NJ10, Bergen Co	NA	NA	NA	NA	NA	NA	0.1	0.2	0.9	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.1
NJ11, Morris & Northern Passaic Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.2	0.0	0.1	0.1	0.1	0.1	0.5	0.0	0.0	0.0
Median income
NJ 4, Middlesex Co	NA	101.2	25.3	85.7	102.1	114.4	NA	124.3	39.1	95.5	118.5	145.7	NA	119.5	42.2	91.7	111.5	147.0
NJ 6, Somerset & Mercer Co	NA	102.8	34.8	76.3	103.0	128.0	NA	132.8	55.8	89.2	130.1	170.1	NA	132.0	62.5	83.8	126.3	170.5
NJ 7, Union Co	NA	97.3	35.3	75.0	91.6	116.3	NA	115.6	53.0	78.9	107.0	140.2	NA	110.1	56.1	69.2	94.8	138.7
NJ 8, Essex & Southern Passaic Co	NA	76.6	40.7	48.4	69.3	94.2	NA	95.7	57.7	57.8	79.6	116.3	NA	89.1	59.6	49.1	66.1	117.4
NJ 9, Hudson Co	NA	62.2	17.5	49.6	61.3	75.2	NA	77.5	27.2	59.1	74.4	88.2	NA	100.5	52.7	65.8	82.1	119.1
NJ10, Bergen Co	NA	107.8	34.3	83.9	98.6	131.2	NA	130.8	48.0	94.6	119.7	156.0	NA	137.5	52.3	92.7	131.8	168.7
NJ11, Morris & Northern Passaic Co	NA	123.0	30.8	100.0	118.2	142.0	NA	154.7	44.0	125.3	149.1	180.5	NA	150.9	47.2	115.5	147.5	181.2
% in poverty
NJ 4, Middlesex Co	6.3	6.5	6.6	2.6	4.5	6.8	6.1	6.0	5.9	2.6	4.1	7.1	8.7	8.6	9.1	3.2	5.9	10.0
NJ 6, Somerset & Mercer Co	7.1	7.1	8.1	2.7	4.3	7.1	6.3	7.0	8.3	2.1	4.0	7.8	8.5	9.3	10.2	2.7	6.4	10.2
NJ 7, Union Co	7.5	8.4	9.5	2.5	5.2	11.1	8.3	8.7	8.8	2.9	5.1	11.4	8.9	9.5	7.9	3.7	7.5	12.6
NJ 8, Essex & Southern Passaic Co	16.8	17.4	16.4	3.7	11.6	28.3	14.4	15.5	13.3	4.4	11.5	24.2	16.0	17.6	13.4	5.6	15.9	26.9
NJ 9, Hudson Co	16.9	18.0	10.8	10.3	15.9	23.3	15.3	15.5	8.3	9.5	14.3	21.0	14.0	14.5	9.5	8.2	12.3	19.9
NJ10, Bergen Co	4.1	4.9	4.7	2.3	3.7	5.5	5.3	5.7	4.7	2.7	4.5	7.7	7.2	7.2	5.4	3.3	6.0	10.1
NJ11, Morris & Northern Passaic Co	3.6	3.7	2.9	2.0	3.1	4.6	3.6	3.4	2.2	2.0	3.0	4.1	5.3	5.3	5.0	2.3	4.0	7.2
% with BA+
NJ 4, Middlesex Co	18.1	18.9	12.5	10.1	15.4	25.8	33.0	33.7	17.8	19.6	30.5	47.6	44.4	44.2	18.9	30.7	40.9	59.5
NJ 6, Somerset & Mercer Co	23.7	23.9	15.6	11.3	21.6	35.8	39.9	37.8	21.2	19.6	37.5	55.4	49.3	47.8	23.5	27.0	50.6	68.0
NJ 7, Union Co	19.2	17.9	13.8	8.5	13.5	21.9	28.5	27.9	19.5	12.9	22.5	40.2	37.1	34.5	22.5	17.2	30.0	48.8
NJ 8, Essex & Southern Passaic Co	16.4	14.7	13.7	4.8	10.4	19.5	24.9	23.6	19.7	8.3	16.9	34.3	33.3	30.4	22.9	13.4	20.9	46.4
NJ 9, Hudson Co	11.2	10.2	6.1	6.2	9.0	12.6	25.3	25.2	17.0	14.1	20.6	29.7	44.0	44.0	22.9	25.9	37.2	56.6
NJ10, Bergen Co	23.9	22.4	12.5	12.2	20.2	29.9	38.2	36.1	16.2	24.0	36.1	47.2	50.7	50.9	16.6	39.0	52.1	62.6
NJ11, Morris & Northern Passaic Co	27.3	29.1	12.1	19.2	30.1	36.5	42.2	43.0	16.2	30.2	43.6	55.2	53.4	54.1	15.7	42.3	54.9	65.3

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 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	1,216	1,135	398	406	59	214	47	8	3
NJ 6, Somerset & Mercer Co	1,316	1,279	749	174	77	209	65	3	2
NJ 7, Union Co	856	826	408	67	80	234	35	1	1
NJ 8, Essex & Southern Passaic Co	1,439	1,396	676	140	149	372	55	3	1
NJ 9, Hudson Co	579	558	151	107	30	245	20	1	4
NJ10, Bergen Co	1,859	1,748	1,038	255	41	363	48	1	2
NJ11, Morris & Northern Passaic Co	1,264	1,219	879	94	17	184	37	5	3
All	8,529	8,161	4,299	1,243	453	1,821	307	22	16
Purchased students by geomarket
NJ 4, Middlesex Co	1,216	100	35.1	35.8	5.2	18.9	4.1	0.7	0.3
NJ 6, Somerset & Mercer Co	1,316	100	58.6	13.6	6.0	16.3	5.1	0.2	0.2
NJ 7, Union Co	856	100	49.4	8.1	9.7	28.3	4.2	0.1	0.1
NJ 8, Essex & Southern Passaic Co	1,439	100	48.4	10.0	10.7	26.6	3.9	0.2	0.1
NJ 9, Hudson Co	579	100	27.1	19.2	5.4	43.9	3.6	0.2	0.7
NJ10, Bergen Co	1,859	100	59.4	14.6	2.3	20.8	2.7	0.1	0.1
NJ11, Morris & Northern Passaic Co	1,264	100	72.1	7.7	1.4	15.1	3.0	0.4	0.2
All	8,529	100	52.7	15.2	5.6	22.3	3.8	0.3	0.2
Purchased students by racial/ethnic group
NJ 4, Middlesex Co	1,216	13.9	9.3	32.7	13.0	11.8	15.3	36.4	18.8
NJ 6, Somerset & Mercer Co	1,316	15.7	17.4	14.0	17.0	11.5	21.2	13.6	12.5
NJ 7, Union Co	856	10.1	9.5	5.4	17.7	12.9	11.4	4.5	6.2
NJ 8, Essex & Southern Passaic Co	1,439	17.1	15.7	11.3	32.9	20.4	17.9	13.6	6.2
NJ 9, Hudson Co	579	6.8	3.5	8.6	6.6	13.5	6.5	4.5	25.0
NJ10, Bergen Co	1,859	21.4	24.1	20.5	9.1	19.9	15.6	4.5	12.5
NJ11, Morris & Northern Passaic Co	1,264	14.9	20.4	7.6	3.8	10.1	12.1	22.7	18.8
All	8,529	100	100	100	100	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NJ 4, Middlesex Co	595	562	160	294	19	66	16	7	0
NJ 6, Somerset & Mercer Co	706	681	394	160	17	75	32	2	1
NJ 7, Union Co	382	374	217	32	30	79	16	0	0
NJ 8, Essex & Southern Passaic Co	602	582	338	50	47	108	38	0	1
NJ 9, Hudson Co	183	179	55	39	5	71	7	0	2
NJ10, Bergen Co	857	833	481	172	15	130	33	1	1
NJ11, Morris & Northern Passaic Co	685	659	455	81	14	77	31	1	0
All	4,010	3,870	2,100	828	147	606	173	11	5
Purchased students by geomarket
NJ 4, Middlesex Co	595	100	28.5	52.3	3.4	11.7	2.8	1.2	0.0
NJ 6, Somerset & Mercer Co	706	100	57.9	23.5	2.5	11.0	4.7	0.3	0.1
NJ 7, Union Co	382	100	58.0	8.6	8.0	21.1	4.3	0.0	0.0
NJ 8, Essex & Southern Passaic Co	602	100	58.1	8.6	8.1	18.6	6.5	0.0	0.2
NJ 9, Hudson Co	183	100	30.7	21.8	2.8	39.7	3.9	0.0	1.1
NJ10, Bergen Co	857	100	57.7	20.6	1.8	15.6	4.0	0.1	0.1
NJ11, Morris & Northern Passaic Co	685	100	69.0	12.3	2.1	11.7	4.7	0.2	0.0
All	4,010	100	54.3	21.4	3.8	15.7	4.5	0.3	0.1
Purchased students by racial/ethnic group
NJ 4, Middlesex Co	595	14.5	7.6	35.5	12.9	10.9	9.2	63.6	0.0
NJ 6, Somerset & Mercer Co	706	17.6	18.8	19.3	11.6	12.4	18.5	18.2	20.0
NJ 7, Union Co	382	9.7	10.3	3.9	20.4	13.0	9.2	0.0	0.0
NJ 8, Essex & Southern Passaic Co	602	15.0	16.1	6.0	32.0	17.8	22.0	0.0	20.0
NJ 9, Hudson Co	183	4.6	2.6	4.7	3.4	11.7	4.0	0.0	40.0
NJ10, Bergen Co	857	21.5	22.9	20.8	10.2	21.5	19.1	9.1	20.0
NJ11, Morris & Northern Passaic Co	685	17.0	21.7	9.8	9.5	12.7	17.9	9.1	0.0
All	4,010	100	100	100	100	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NJ 4, Middlesex Co	1,163	1,092	196	777	13	68	32	6	0
NJ 6, Somerset & Mercer Co	1,437	1,398	546	684	37	71	59	1	0
NJ 7, Union Co	545	533	300	107	21	71	33	1	0
NJ 8, Essex & Southern Passaic Co	845	805	441	187	34	94	47	1	1
NJ 9, Hudson Co	189	185	60	67	9	43	5	0	1
NJ10, Bergen Co	1,210	1,152	558	428	13	103	50	0	0
NJ11, Morris & Northern Passaic Co	895	866	541	228	10	50	34	3	0
All	6,284	6,031	2,642	2,478	137	500	260	12	2
Purchased students by geomarket
NJ 4, Middlesex Co	1,163	100	17.9	71.2	1.2	6.2	2.9	0.5	0.0
NJ 6, Somerset & Mercer Co	1,437	100	39.1	48.9	2.6	5.1	4.2	0.1	0.0
NJ 7, Union Co	545	100	56.3	20.1	3.9	13.3	6.2	0.2	0.0
NJ 8, Essex & Southern Passaic Co	845	100	54.8	23.2	4.2	11.7	5.8	0.1	0.1
NJ 9, Hudson Co	189	100	32.4	36.2	4.9	23.2	2.7	0.0	0.5
NJ10, Bergen Co	1,210	100	48.4	37.2	1.1	8.9	4.3	0.0	0.0
NJ11, Morris & Northern Passaic Co	895	100	62.5	26.3	1.2	5.8	3.9	0.3	0.0
All	6,284	100	43.8	41.1	2.3	8.3	4.3	0.2	0.0
Purchased students by racial/ethnic group
NJ 4, Middlesex Co	1,163	18.1	7.4	31.4	9.5	13.6	12.3	50.0	0.0
NJ 6, Somerset & Mercer Co	1,437	23.2	20.7	27.6	27.0	14.2	22.7	8.3	0.0
NJ 7, Union Co	545	8.8	11.4	4.3	15.3	14.2	12.7	8.3	0.0
NJ 8, Essex & Southern Passaic Co	845	13.3	16.7	7.5	24.8	18.8	18.1	8.3	50.0
NJ 9, Hudson Co	189	3.1	2.3	2.7	6.6	8.6	1.9	0.0	50.0
NJ10, Bergen Co	1,210	19.1	21.1	17.3	9.5	20.6	19.2	0.0	0.0
NJ11, Morris & Northern Passaic Co	895	14.4	20.5	9.2	7.3	10.0	13.1	25.0	0.0
All	6,284	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	1,216	1,144	139	242	763
NJ 6, Somerset & Mercer Co	1,316	1,297	74	172	1,051
NJ 7, Union Co	856	792	96	137	559
NJ 8, Essex & Southern Passaic Co	1,439	1,412	175	281	956
NJ 9, Hudson Co	579	561	94	162	305
NJ10, Bergen Co	1,859	1,771	148	361	1,262
NJ11, Morris & Northern Passaic Co	1,264	1,232	72	186	974
All	8,529	8,209	798	1,541	5,871
Purchased students by geomarket
NJ 4, Middlesex Co	1,216	100	12.2	21.2	66.7
NJ 6, Somerset & Mercer Co	1,316	100	5.7	13.3	81.0
NJ 7, Union Co	856	100	12.1	17.3	70.6
NJ 8, Essex & Southern Passaic Co	1,439	100	12.4	19.9	67.7
NJ 9, Hudson Co	579	100	16.8	28.9	54.4
NJ10, Bergen Co	1,859	100	8.4	20.4	71.3
NJ11, Morris & Northern Passaic Co	1,264	100	5.8	15.1	79.1
All	8,529	100	9.7	18.8	71.5
Purchased students by first-generation status
NJ 4, Middlesex Co	1,216	13.9	17.4	15.7	13.0
NJ 6, Somerset & Mercer Co	1,316	15.8	9.3	11.2	17.9
NJ 7, Union Co	856	9.6	12.0	8.9	9.5
NJ 8, Essex & Southern Passaic Co	1,439	17.2	21.9	18.2	16.3
NJ 9, Hudson Co	579	6.8	11.8	10.5	5.2
NJ10, Bergen Co	1,859	21.6	18.5	23.4	21.5
NJ11, Morris & Northern Passaic Co	1,264	15.0	9.0	12.1	16.6
All	8,529	100	100	100	100
Order 448427, PSAT score 1190 - 1260
Count of purchased students
NJ 4, Middlesex Co	595	581	46	77	458
NJ 6, Somerset & Mercer Co	706	699	26	65	608
NJ 7, Union Co	382	355	24	44	287
NJ 8, Essex & Southern Passaic Co	602	593	44	71	478
NJ 9, Hudson Co	183	181	33	37	111
NJ10, Bergen Co	857	831	47	129	655
NJ11, Morris & Northern Passaic Co	685	675	29	84	562
All	4,010	3,915	249	507	3,160
Purchased students by geomarket
NJ 4, Middlesex Co	595	100	7.9	13.3	78.8
NJ 6, Somerset & Mercer Co	706	100	3.7	9.3	87.0
NJ 7, Union Co	382	100	6.8	12.4	80.8
NJ 8, Essex & Southern Passaic Co	602	100	7.4	12.0	80.6
NJ 9, Hudson Co	183	100	18.2	20.4	61.3
NJ10, Bergen Co	857	100	5.7	15.5	78.8
NJ11, Morris & Northern Passaic Co	685	100	4.3	12.4	83.3
All	4,010	100	6.4	13.0	80.7
Purchased students by first-generation status
NJ 4, Middlesex Co	595	14.8	18.5	15.2	14.5
NJ 6, Somerset & Mercer Co	706	17.9	10.4	12.8	19.2
NJ 7, Union Co	382	9.1	9.6	8.7	9.1
NJ 8, Essex & Southern Passaic Co	602	15.1	17.7	14.0	15.1
NJ 9, Hudson Co	183	4.6	13.3	7.3	3.5
NJ10, Bergen Co	857	21.2	18.9	25.4	20.7
NJ11, Morris & Northern Passaic Co	685	17.2	11.6	16.6	17.8
All	4,010	100	100	100	100
Order 448440, PSAT score 1270 - 1520
Count of purchased students
NJ 4, Middlesex Co	1,163	1,145	41	75	1,029
NJ 6, Somerset & Mercer Co	1,437	1,430	17	64	1,349
NJ 7, Union Co	545	510	18	40	452
NJ 8, Essex & Southern Passaic Co	845	839	33	65	741
NJ 9, Hudson Co	189	187	20	26	141
NJ10, Bergen Co	1,210	1,181	30	117	1,034
NJ11, Morris & Northern Passaic Co	895	892	22	53	817
All	6,284	6,184	181	440	5,564
Purchased students by geomarket
NJ 4, Middlesex Co	1,163	100	3.6	6.6	89.9
NJ 6, Somerset & Mercer Co	1,437	100	1.2	4.5	94.3
NJ 7, Union Co	545	100	3.5	7.8	88.6
NJ 8, Essex & Southern Passaic Co	845	100	3.9	7.7	88.3
NJ 9, Hudson Co	189	100	10.7	13.9	75.4
NJ10, Bergen Co	1,210	100	2.5	9.9	87.6
NJ11, Morris & Northern Passaic Co	895	100	2.5	5.9	91.6
All	6,284	100	2.9	7.1	90.0
Purchased students by first-generation status
NJ 4, Middlesex Co	1,163	18.5	22.7	17.0	18.5
NJ 6, Somerset & Mercer Co	1,437	23.1	9.4	14.5	24.2
NJ 7, Union Co	545	8.2	9.9	9.1	8.1
NJ 8, Essex & Southern Passaic Co	845	13.6	18.2	14.8	13.3
NJ 9, Hudson Co	189	3.0	11.0	5.9	2.5
NJ10, Bergen Co	1,210	19.1	16.6	26.6	18.6
NJ11, Morris & Northern Passaic Co	895	14.4	12.2	12.0	14.7
All	6,284	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
NJ 4, Middlesex Co	1,102	12.2	21.5	66.3
NJ 6, Somerset & Mercer Co	1,263	5.7	12.9	81.4
NJ 7, Union Co	772	12.3	17.4	70.3
NJ 8, Essex & Southern Passaic Co	1,377	12.3	20.0	67.7
NJ 9, Hudson Co	544	17.3	27.9	54.8
NJ10, Bergen Co	1,711	8.4	20.8	70.8
NJ11, Morris & Northern Passaic Co	1,198	5.9	14.9	79.2
All	7,967	9.8	18.8	71.5
Asian
NJ 4, Middlesex Co	394	8.6	16.2	75.1
NJ 6, Somerset & Mercer Co	166	3.6	11.4	84.9
NJ 7, Union Co	66	13.6	18.2	68.2
NJ 8, Essex & Southern Passaic Co	138	11.6	20.3	68.1
NJ 9, Hudson Co	102	11.8	22.5	65.7
NJ10, Bergen Co	253	7.1	29.6	63.2
NJ11, Morris & Northern Passaic Co	92	8.7	12.0	79.3
All	1,211	8.5	19.2	72.3
Black/African American
NJ 4, Middlesex Co	56	5.4	25.0	69.6
NJ 6, Somerset & Mercer Co	76	2.6	17.1	80.3
NJ 7, Union Co	75	13.3	13.3	73.3
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
All	440	10.9	23.6	65.5
Hispanic/Latino
NJ 4, Middlesex Co	204	26.5	33.3	40.2
NJ 6, Somerset & Mercer Co	208	20.7	21.6	57.7
NJ 7, Union Co	227	23.3	30.8	45.8
NJ 8, Essex & Southern Passaic Co	366	27.6	29.5	42.9
NJ 9, Hudson Co	243	22.2	35.0	42.8
NJ10, Bergen Co	355	16.9	26.2	56.9
NJ11, Morris & Northern Passaic Co	181	14.4	23.2	62.4
All	1,784	21.9	28.6	49.4
White
NJ 4, Middlesex Co	391	9.7	20.5	69.8
NJ 6, Somerset & Mercer Co	745	2.7	10.9	86.4
NJ 7, Union Co	369	5.1	9.5	85.4
NJ 8, Essex & Southern Passaic Co	669	4.9	13.0	82.1
NJ 9, Hudson Co	147	11.6	22.4	66.0
NJ10, Bergen Co	1,014	5.7	16.9	77.4
NJ11, Morris & Northern Passaic Co	863	3.6	13.4	83.0
All	4,198	5.1	14.4	80.5
Two or More Races, Non-Hispanic
NJ 4, Middlesex Co	46	10.9	19.6	69.6
NJ 6, Somerset & Mercer Co	63	1.6	6.3	92.1
NJ 7, Union Co	33	12.1	21.2	66.7
NJ 8, Essex & Southern Passaic Co	55	3.6	9.1	87.3
NJ 9, Hudson Co	20	10.0	15.0	75.0
NJ10, Bergen Co	45	6.7	17.8	75.6
NJ11, Morris & Northern Passaic Co	37	10.8	16.2	73.0
All	299	7.0	14.0	78.9
American Indian/Alaska Native
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
All	22	0.0	4.5	95.5
Native Hawaiian/Pacific Islander
NJ 4, Middlesex Co	3	0.0	33.3	66.7
NJ 6, Somerset & Mercer Co	2	0.0	50.0	50.0
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	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
All	13	0.0	15.4	84.6
Order 448427, PSAT score 1190 - 1260
All
NJ 4, Middlesex Co	552	7.6	13.0	79.3
NJ 6, Somerset & Mercer Co	674	3.7	9.5	86.8
NJ 7, Union Co	348	6.9	12.1	81.0
NJ 8, Essex & Southern Passaic Co	574	7.1	12.0	80.8
NJ 9, Hudson Co	177	18.1	20.9	61.0
NJ10, Bergen Co	818	5.7	15.5	78.7
NJ11, Morris & Northern Passaic Co	652	4.4	12.4	83.1
All	3,795	6.3	13.0	80.7
Asian
NJ 4, Middlesex Co	291	5.8	9.3	84.9
NJ 6, Somerset & Mercer Co	160	3.1	6.9	90.0
NJ 7, Union Co	31	0.0	16.1	83.9
NJ 8, Essex & Southern Passaic Co	50	10.0	12.0	78.0
NJ 9, Hudson Co	37	13.5	32.4	54.1
NJ10, Bergen Co	171	6.4	22.2	71.3
NJ11, Morris & Northern Passaic Co	80	6.2	7.5	86.2
All	820	5.9	12.8	81.3
Black/African American
NJ 4, Middlesex Co	19	0.0	10.5	89.5
NJ 6, Somerset & Mercer Co	16	6.2	12.5	81.2
NJ 7, Union Co	30	6.7	16.7	76.7
NJ 8, Essex & Southern Passaic Co	46	8.7	19.6	71.7
NJ 9, Hudson Co	5	20.0	0.0	80.0
NJ10, Bergen Co	15	0.0	13.3	86.7
NJ11, Morris & Northern Passaic Co	14	7.1	21.4	71.4
All	145	6.2	15.9	77.9
Hispanic/Latino
NJ 4, Middlesex Co	63	20.6	19.0	60.3
NJ 6, Somerset & Mercer Co	75	10.7	24.0	65.3
NJ 7, Union Co	76	22.4	21.1	56.6
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	77	14.3	13.0	72.7
All	595	18.0	20.0	62.0
White
NJ 4, Middlesex Co	156	7.7	15.4	76.9
NJ 6, Somerset & Mercer Co	389	2.6	8.2	89.2
NJ 7, Union Co	195	2.6	6.7	90.8
NJ 8, Essex & Southern Passaic Co	334	2.1	9.0	88.9
NJ 9, Hudson Co	55	9.1	7.3	83.6
NJ10, Bergen Co	470	4.5	12.1	83.4
NJ11, Morris & Northern Passaic Co	450	2.7	13.3	84.0
All	2,049	3.5	10.7	85.7
Two or More Races, Non-Hispanic
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	16	0.0	18.8	81.2
NJ 8, Essex & Southern Passaic Co	37	2.7	2.7	94.6
NJ 9, Hudson Co	7	14.3	14.3	71.4
NJ10, Bergen Co	33	3.0	21.2	75.8
NJ11, Morris & Northern Passaic Co	30	0.0	6.7	93.3
All	170	2.4	12.4	85.3
American Indian/Alaska Native
NJ 4, Middlesex Co	7	0.0	14.3	85.7
NJ 6, Somerset & Mercer Co	2	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
All	11	0.0	9.1	90.9
Native Hawaiian/Pacific Islander
NJ 6, Somerset & Mercer 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
All	5	0.0	60.0	40.0
Order 448440, PSAT score 1270 - 1520
All
NJ 4, Middlesex Co	1,083	3.5	6.3	90.2
NJ 6, Somerset & Mercer Co	1,393	1.2	4.4	94.4
NJ 7, Union Co	503	3.4	7.8	88.9
NJ 8, Essex & Southern Passaic Co	801	3.9	7.9	88.3
NJ 9, Hudson Co	184	10.9	13.6	75.5
NJ10, Bergen Co	1,132	2.7	9.8	87.5
NJ11, Morris & Northern Passaic Co	864	2.4	6.0	91.6
All	5,960	2.9	7.0	90.1
Asian
NJ 4, Middlesex Co	773	2.5	4.5	93.0
NJ 6, Somerset & Mercer Co	681	1.2	3.2	95.6
NJ 7, Union Co	102	2.9	12.7	84.3
NJ 8, Essex & Southern Passaic Co	186	3.8	7.5	88.7
NJ 9, Hudson Co	67	14.9	10.4	74.6
NJ10, Bergen Co	424	2.4	13.4	84.2
NJ11, Morris & Northern Passaic Co	228	3.5	4.8	91.7
All	2,461	2.6	6.5	90.9
Black/African American
NJ 4, Middlesex Co	13	0.0	23.1	76.9
NJ 6, Somerset & Mercer Co	36	0.0	11.1	88.9
NJ 7, Union Co	21	4.8	9.5	85.7
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
All	135	3.7	14.1	82.2
Hispanic/Latino
NJ 4, Middlesex Co	66	12.1	13.6	74.2
NJ 6, Somerset & Mercer Co	71	5.6	12.7	81.7
NJ 7, Union Co	69	14.5	11.6	73.9
NJ 8, Essex & Southern Passaic Co	93	12.9	19.4	67.7
NJ 9, Hudson Co	42	19.0	19.0	61.9
NJ10, Bergen Co	102	5.9	11.8	82.4
NJ11, Morris & Northern Passaic Co	50	12.0	4.0	84.0
All	493	11.0	13.4	75.7
White
NJ 4, Middlesex Co	193	4.7	10.4	85.0
NJ 6, Somerset & Mercer Co	545	0.6	4.8	94.7
NJ 7, Union Co	278	1.1	5.8	93.2
NJ 8, Essex & Southern Passaic Co	440	2.3	4.1	93.6
NJ 9, Hudson Co	60	3.3	11.7	85.0
NJ10, Bergen Co	544	2.4	7.4	90.3
NJ11, Morris & Northern Passaic Co	539	0.9	6.5	92.6
All	2,599	1.7	6.2	92.0
Two or More Races, Non-Hispanic
NJ 4, Middlesex Co	32	6.2	3.1	90.6
NJ 6, Somerset & Mercer Co	59	3.4	0.0	96.6
NJ 7, Union Co	32	0.0	0.0	100.0
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	34	0.0	8.8	91.2
All	258	1.9	4.7	93.4
American Indian/Alaska Native
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
All	12	0.0	8.3	91.7
Native Hawaiian/Pacific Islander
NJ 8, Essex & Southern Passaic Co	1	0.0	0.0	100.0
NJ 9, Hudson Co	1	0.0	0.0	100.0
All	2	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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA24, Whittier & North Orange Co	72.5	65.3	20.4	53.0	71.1	82.0	38.3	37.1	22.5	18.4	32.4	53.8	25.8	26.2	18.2	11.5	21.2	40.4
CA25, Anaheim	82.1	76.0	14.2	70.2	79.7	85.8	41.6	44.0	21.7	25.6	41.8	62.9	28.6	30.2	18.5	15.0	25.2	45.2
CA26, Santa Ana	79.0	75.8	21.2	74.4	82.7	88.4	43.7	50.8	28.7	23.9	56.5	77.4	35.2	39.9	27.4	13.4	39.9	63.6
CA28, South Orange Co	92.1	86.8	9.4	83.0	89.1	93.0	72.5	71.5	14.8	64.9	73.6	81.4	57.6	59.3	15.7	51.3	62.6	71.3
% Asian, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	NA	14.9	15.5	17.0	4.4	9.4	17.8	21.3	20.5	19.6	7.7	13.6	24.7
CA25, Anaheim	NA	NA	NA	NA	NA	NA	17.2	16.3	13.8	7.4	12.4	20.3	23.5	23.4	15.9	11.7	19.9	29.9
CA26, Santa Ana	NA	NA	NA	NA	NA	NA	15.1	15.1	14.3	4.4	10.5	20.8	21.2	20.0	18.9	5.8	13.3	26.7
CA28, South Orange Co	NA	NA	NA	NA	NA	NA	10.2	10.7	10.2	3.9	7.5	12.3	19.6	18.2	15.4	8.1	13.2	23.7
% Black, non-Hispanic
CA24, Whittier & North Orange Co	1.1	1.5	2.4	0.3	0.7	1.7	2.1	2.3	2.1	1.0	1.6	2.7	2.0	2.0	2.2	0.3	1.4	2.7
CA25, Anaheim	1.7	1.5	2.1	0.4	0.9	1.6	3.1	3.2	3.7	1.2	2.0	3.9	3.3	3.3	3.9	0.8	1.9	4.5
CA26, Santa Ana	1.7	1.5	2.5	0.4	0.7	1.4	1.1	1.2	1.8	0.6	0.9	1.4	1.1	1.2	1.9	0.1	0.7	1.4
CA28, South Orange Co	1.2	1.4	3.3	0.2	0.5	0.9	1.2	1.3	1.3	0.7	1.0	1.6	1.4	1.3	1.5	0.3	0.9	2.1
% Hispanic
CA24, Whittier & North Orange Co	26.3	27.6	20.5	12.6	20.2	39.1	42.3	42.5	26.2	17.8	38.9	64.0	48.3	47.7	24.9	24.2	48.4	71.7
CA25, Anaheim	16.2	16.0	12.7	8.4	12.5	17.5	34.8	33.2	21.6	15.2	28.7	47.9	41.2	39.2	20.9	20.6	36.4	53.0
CA26, Santa Ana	19.3	16.4	19.6	5.9	8.5	15.3	37.4	29.9	28.7	8.2	16.8	43.8	39.0	35.2	28.8	12.9	24.1	55.0
CA28, South Orange Co	6.7	7.7	7.2	3.9	5.7	9.1	13.0	12.5	10.2	6.4	10.2	14.4	16.6	16.2	10.8	9.4	13.1	20.5
% Two+, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	NA	1.9	2.0	0.9	1.5	2.0	2.4	2.2	2.2	1.9	0.7	1.8	3.0
CA25, Anaheim	NA	NA	NA	NA	NA	NA	2.4	2.4	0.9	1.8	2.4	3.0	2.8	2.9	2.3	1.1	2.3	4.5
CA26, Santa Ana	NA	NA	NA	NA	NA	NA	2.0	2.2	1.2	1.4	2.1	2.9	3.0	3.1	2.9	1.0	2.4	4.5
CA28, South Orange Co	NA	NA	NA	NA	NA	NA	2.7	3.4	7.9	2.0	2.7	3.3	4.5	4.3	2.3	2.7	4.2	5.6
% NHPI, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.1	0.2	0.2	0.2	0.6	0.0	0.0	0.0
CA25, Anaheim	NA	NA	NA	NA	NA	NA	0.4	0.4	0.4	0.1	0.3	0.6	0.4	0.4	1.0	0.0	0.0	0.4
CA26, Santa Ana	NA	NA	NA	NA	NA	NA	0.3	0.3	0.3	0.1	0.2	0.4	0.3	0.3	0.8	0.0	0.0	0.2
CA28, South Orange Co	NA	NA	NA	NA	NA	NA	0.1	0.2	0.1	0.1	0.1	0.2	0.1	0.1	0.4	0.0	0.0	0.0
% AIAN, non-Hispanic
CA24, Whittier & North Orange Co	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.7	7.1	0.0	0.0	0.3
CA25, Anaheim	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.2	0.4	0.0	0.0	0.1
CA26, Santa Ana	NA	NA	NA	NA	NA	NA	0.3	0.3	0.2	0.2	0.3	0.4	0.2	0.1	0.3	0.0	0.0	0.2
CA28, South Orange Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.2	0.2	0.5	0.0	0.0	0.0
Median income
CA24, Whittier & North Orange Co	NA	102.2	28.2	82.5	97.2	118.2	NA	108.2	35.0	82.7	99.9	125.9	NA	111.7	34.9	86.7	104.5	129.6
CA25, Anaheim	NA	99.1	30.7	79.2	93.8	114.1	NA	105.6	38.2	78.4	96.3	123.9	NA	110.5	36.2	83.5	104.8	131.5
CA26, Santa Ana	NA	103.0	36.3	78.7	97.6	121.3	NA	114.9	43.4	83.5	104.5	139.4	NA	114.2	41.0	85.2	106.8	135.4
CA28, South Orange Co	NA	118.9	46.0	90.0	117.7	144.9	NA	146.1	51.7	112.1	146.1	170.4	NA	146.4	48.0	114.1	146.6	175.1
% in poverty
CA24, Whittier & North Orange Co	6.8	7.5	6.3	3.5	6.0	10.0	8.4	8.9	6.2	4.3	7.9	11.9	8.9	8.7	5.4	4.6	8.0	11.9
CA25, Anaheim	6.9	7.1	4.9	3.9	6.0	9.1	8.6	9.1	6.4	4.3	7.5	12.8	10.4	10.2	6.2	5.7	8.7	14.2
CA26, Santa Ana	8.7	8.7	9.0	3.8	6.5	10.5	9.0	9.2	7.7	3.9	6.6	12.9	10.4	10.2	6.2	5.7	8.6	13.5
CA28, South Orange Co	5.3	6.9	11.9	3.1	4.3	7.7	4.9	5.0	5.8	2.3	3.6	5.8	7.2	7.2	6.2	3.7	5.9	8.4
% with BA+
CA24, Whittier & North Orange Co	18.3	16.4	10.9	7.6	13.5	24.9	25.2	24.1	14.9	10.8	21.9	36.9	34.2	34.0	16.6	21.2	31.2	46.3
CA25, Anaheim	16.5	16.1	9.5	9.5	13.5	20.5	23.2	23.2	14.1	13.4	19.4	30.6	32.1	33.0	14.4	21.3	29.4	44.5
CA26, Santa Ana	21.8	21.9	13.1	11.3	20.1	31.9	27.8	30.0	19.5	12.5	28.2	45.9	36.5	37.8	19.8	21.3	37.8	52.3
CA28, South Orange Co	34.0	32.5	13.7	25.9	33.0	43.0	44.5	45.7	15.2	36.2	44.7	56.2	56.7	56.7	13.5	46.0	55.4	66.5

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 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	1,729	1,638	325	394	16	832	65	6	0
CA25, Anaheim	1,586	1,517	356	445	41	564	90	12	9
CA26, Santa Ana	2,122	2,023	517	616	13	736	128	9	4
CA28, South Orange Co	1,577	1,492	751	299	19	292	118	8	5
All	7,014	6,670	1,949	1,754	89	2,424	401	35	18
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,729	100	19.8	24.1	1.0	50.8	4.0	0.4	0.0
CA25, Anaheim	1,586	100	23.5	29.3	2.7	37.2	5.9	0.8	0.6
CA26, Santa Ana	2,122	100	25.6	30.4	0.6	36.4	6.3	0.4	0.2
CA28, South Orange Co	1,577	100	50.3	20.0	1.3	19.6	7.9	0.5	0.3
All	7,014	100	29.2	26.3	1.3	36.3	6.0	0.5	0.3
Purchased students by racial/ethnic group
CA24, Whittier & North Orange Co	1,729	24.6	16.7	22.5	18.0	34.3	16.2	17.1	0.0
CA25, Anaheim	1,586	22.7	18.3	25.4	46.1	23.3	22.4	34.3	50.0
CA26, Santa Ana	2,122	30.3	26.5	35.1	14.6	30.4	31.9	25.7	22.2
CA28, South Orange Co	1,577	22.4	38.5	17.0	21.3	12.0	29.4	22.9	27.8
All	7,014	100	100	100	100	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA24, Whittier & North Orange Co	1,005	975	186	430	8	290	54	6	1
CA25, Anaheim	983	925	186	504	16	168	50	1	0
CA26, Santa Ana	1,267	1,210	309	559	10	234	92	3	3
CA28, South Orange Co	1,024	968	482	249	7	134	89	2	5
All	4,279	4,078	1,163	1,742	41	826	285	12	9
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,005	100	19.1	44.1	0.8	29.7	5.5	0.6	0.1
CA25, Anaheim	983	100	20.1	54.5	1.7	18.2	5.4	0.1	0.0
CA26, Santa Ana	1,267	100	25.5	46.2	0.8	19.3	7.6	0.2	0.2
CA28, South Orange Co	1,024	100	49.8	25.7	0.7	13.8	9.2	0.2	0.5
All	4,279	100	28.5	42.7	1.0	20.3	7.0	0.3	0.2
Purchased students by racial/ethnic group
CA24, Whittier & North Orange Co	1,005	23.9	16.0	24.7	19.5	35.1	18.9	50.0	11.1
CA25, Anaheim	983	22.7	16.0	28.9	39.0	20.3	17.5	8.3	0.0
CA26, Santa Ana	1,267	29.7	26.6	32.1	24.4	28.3	32.3	25.0	33.3
CA28, South Orange Co	1,024	23.7	41.4	14.3	17.1	16.2	31.2	16.7	55.6
All	4,279	100	100	100	100	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA24, Whittier & North Orange Co	1,304	1,255	132	895	6	143	72	6	1
CA25, Anaheim	786	745	126	489	10	76	36	2	6
CA26, Santa Ana	1,236	1,197	294	688	8	115	83	5	4
CA28, South Orange Co	1,458	1,379	486	647	3	116	120	4	3
All	4,784	4,576	1,038	2,719	27	450	311	17	14
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,304	100	10.5	71.3	0.5	11.4	5.7	0.5	0.1
CA25, Anaheim	786	100	16.9	65.6	1.3	10.2	4.8	0.3	0.8
CA26, Santa Ana	1,236	100	24.6	57.5	0.7	9.6	6.9	0.4	0.3
CA28, South Orange Co	1,458	100	35.2	46.9	0.2	8.4	8.7	0.3	0.2
All	4,784	100	22.7	59.4	0.6	9.8	6.8	0.4	0.3
Purchased students by racial/ethnic group
CA24, Whittier & North Orange Co	1,304	27.4	12.7	32.9	22.2	31.8	23.2	35.3	7.1
CA25, Anaheim	786	16.3	12.1	18.0	37.0	16.9	11.6	11.8	42.9
CA26, Santa Ana	1,236	26.2	28.3	25.3	29.6	25.6	26.7	29.4	28.6
CA28, South Orange Co	1,458	30.1	46.8	23.8	11.1	25.8	38.6	23.5	21.4
All	4,784	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	1,729	1,689	315	445	929
CA25, Anaheim	1,586	1,511	289	387	835
CA26, Santa Ana	2,122	2,059	533	505	1,021
CA28, South Orange Co	1,577	1,491	85	236	1,170
All	7,014	6,750	1,222	1,573	3,956
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,729	100	18.7	26.3	55.0
CA25, Anaheim	1,586	100	19.1	25.6	55.3
CA26, Santa Ana	2,122	100	25.9	24.5	49.6
CA28, South Orange Co	1,577	100	5.7	15.8	78.5
All	7,014	100	18.1	23.3	58.6
Purchased students by first-generation status
CA24, Whittier & North Orange Co	1,729	25.0	25.8	28.3	23.5
CA25, Anaheim	1,586	22.4	23.6	24.6	21.1
CA26, Santa Ana	2,122	30.5	43.6	32.1	25.8
CA28, South Orange Co	1,577	22.1	7.0	15.0	29.6
All	7,014	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA24, Whittier & North Orange Co	1,005	971	91	168	712
CA25, Anaheim	983	932	68	175	689
CA26, Santa Ana	1,267	1,232	155	248	829
CA28, South Orange Co	1,024	979	31	109	839
All	4,279	4,114	345	700	3,070
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,005	100	9.4	17.3	73.3
CA25, Anaheim	983	100	7.3	18.8	73.9
CA26, Santa Ana	1,267	100	12.6	20.1	67.3
CA28, South Orange Co	1,024	100	3.2	11.1	85.7
All	4,279	100	8.4	17.0	74.6
Purchased students by first-generation status
CA24, Whittier & North Orange Co	1,005	23.6	26.4	24.0	23.2
CA25, Anaheim	983	22.7	19.7	25.0	22.5
CA26, Santa Ana	1,267	29.9	44.9	35.4	27.0
CA28, South Orange Co	1,024	23.8	9.0	15.6	27.3
All	4,279	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA24, Whittier & North Orange Co	1,304	1,269	63	160	1,046
CA25, Anaheim	786	755	36	111	608
CA26, Santa Ana	1,236	1,206	75	152	979
CA28, South Orange Co	1,458	1,411	30	87	1,294
All	4,784	4,641	204	510	3,928
Purchased students by geomarket
CA24, Whittier & North Orange Co	1,304	100	5.0	12.6	82.4
CA25, Anaheim	786	100	4.8	14.7	80.5
CA26, Santa Ana	1,236	100	6.2	12.6	81.2
CA28, South Orange Co	1,458	100	2.1	6.2	91.7
All	4,784	100	4.4	11.0	84.6
Purchased students by first-generation status
CA24, Whittier & North Orange Co	1,304	27.3	30.9	31.4	26.6
CA25, Anaheim	786	16.3	17.6	21.8	15.5
CA26, Santa Ana	1,236	26.0	36.8	29.8	24.9
CA28, South Orange Co	1,458	30.4	14.7	17.1	33.0
All	4,784	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
CA24, Whittier & North Orange Co	1,607	18.9	26.3	54.8
CA25, Anaheim	1,469	19.3	25.5	55.3
CA26, Santa Ana	1,974	26.4	24.4	49.1
CA28, South Orange Co	1,425	5.9	15.9	78.2
All	6,475	18.4	23.3	58.3
Asian
CA24, Whittier & North Orange Co	383	8.4	22.7	68.9
CA25, Anaheim	433	15.5	28.9	55.7
CA26, Santa Ana	592	21.6	31.9	46.5
CA28, South Orange Co	288	5.9	17.7	76.4
All	1,696	14.4	26.7	59.0
Black/African American
CA24, Whittier & North Orange Co	15	6.7	33.3	60.0
CA25, Anaheim	38	7.9	18.4	73.7
CA26, Santa Ana	13	23.1	15.4	61.5
CA28, South Orange Co	17	5.9	17.6	76.5
All	83	9.6	20.5	69.9
Hispanic/Latino
CA24, Whittier & North Orange Co	818	28.6	31.2	40.2
CA25, Anaheim	542	34.1	26.0	39.9
CA26, Santa Ana	722	48.2	25.9	25.9
CA28, South Orange Co	279	14.3	19.0	66.7
All	2,361	34.2	26.9	38.9
White
CA24, Whittier & North Orange Co	320	10.6	19.4	70.0
CA25, Anaheim	346	6.9	20.8	72.3
CA26, Santa Ana	506	5.7	15.4	78.9
CA28, South Orange Co	717	3.5	13.5	83.0
All	1,889	5.9	16.4	77.7
Two or More Races, Non-Hispanic
CA24, Whittier & North Orange Co	65	3.1	16.9	80.0
CA25, Anaheim	89	4.5	22.5	73.0
CA26, Santa Ana	128	7.0	18.8	74.2
CA28, South Orange Co	113	0.9	18.6	80.5
All	395	4.1	19.2	76.7
American Indian/Alaska Native
CA24, Whittier & North Orange Co	6	16.7	50.0	33.3
CA25, Anaheim	12	0.0	50.0	50.0
CA26, Santa Ana	9	22.2	11.1	66.7
CA28, South Orange Co	7	0.0	28.6	71.4
All	34	8.8	35.3	55.9
Native Hawaiian/Pacific Islander
CA25, Anaheim	9	0.0	33.3	66.7
CA26, Santa Ana	4	75.0	25.0	0.0
CA28, South Orange Co	4	0.0	0.0	100.0
All	17	17.6	23.5	58.8
Orders 448420 & 546946, PSAT score 1190 - 1260
All
CA24, Whittier & North Orange Co	949	9.4	17.4	73.2
CA25, Anaheim	894	7.4	18.6	74.0
CA26, Santa Ana	1,186	12.6	20.2	67.3
CA28, South Orange Co	926	3.1	11.2	85.6
All	3,955	8.4	17.0	74.5
Asian
CA24, Whittier & North Orange Co	420	6.0	18.6	75.5
CA25, Anaheim	486	6.4	18.7	74.9
CA26, Santa Ana	543	14.0	25.2	60.8
CA28, South Orange Co	238	2.5	11.8	85.7
All	1,687	8.2	19.8	72.0
Black/African American
CA24, Whittier & North Orange Co	8	0.0	0.0	100.0
CA25, Anaheim	16	0.0	12.5	87.5
CA26, Santa Ana	10	0.0	20.0	80.0
CA28, South Orange Co	7	0.0	0.0	100.0
All	41	0.0	9.8	90.2
Hispanic/Latino
CA24, Whittier & North Orange Co	281	19.2	20.3	60.5
CA25, Anaheim	164	14.0	25.6	60.4
CA26, Santa Ana	232	27.6	23.3	49.1
CA28, South Orange Co	129	8.5	14.0	77.5
All	806	18.9	21.2	59.9
White
CA24, Whittier & North Orange Co	181	5.0	8.8	86.2
CA25, Anaheim	179	5.0	12.3	82.7
CA26, Santa Ana	305	2.6	11.8	85.6
CA28, South Orange Co	463	2.2	10.4	87.5
All	1,128	3.2	10.8	86.0
Two or More Races, Non-Hispanic
CA24, Whittier & North Orange Co	52	0.0	23.1	76.9
CA25, Anaheim	48	6.2	18.8	75.0
CA26, Santa Ana	90	1.1	10.0	88.9
CA28, South Orange Co	82	2.4	9.8	87.8
All	272	2.2	14.0	83.8
American Indian/Alaska Native
CA24, Whittier & North Orange Co	6	16.7	16.7	66.7
CA25, Anaheim	1	0.0	0.0	100.0
CA26, Santa Ana	3	0.0	33.3	66.7
CA28, South Orange Co	2	0.0	0.0	100.0
All	12	8.3	16.7	75.0
Native Hawaiian/Pacific Islander
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
All	9	0.0	33.3	66.7
Orders 448374 & 546945, PSAT score 1270 - 1520
All
CA24, Whittier & North Orange Co	1,227	5.1	12.8	82.1
CA25, Anaheim	722	5.0	14.1	80.9
CA26, Santa Ana	1,175	6.4	12.6	81.0
CA28, South Orange Co	1,343	2.0	6.3	91.7
All	4,467	4.5	11.0	84.5
Asian
CA24, Whittier & North Orange Co	873	4.6	12.7	82.7
CA25, Anaheim	479	4.6	14.0	81.4
CA26, Santa Ana	673	7.0	16.3	76.7
CA28, South Orange Co	636	1.9	7.4	90.7
All	2,661	4.5	12.6	82.9
Black/African American
CA24, Whittier & North Orange Co	6	0.0	33.3	66.7
CA25, Anaheim	10	0.0	0.0	100.0
CA26, Santa Ana	7	14.3	0.0	85.7
CA28, South Orange Co	3	0.0	0.0	100.0
All	26	3.8	7.7	88.5
Hispanic/Latino
CA24, Whittier & North Orange Co	142	13.4	17.6	69.0
CA25, Anaheim	71	12.7	18.3	69.0
CA26, Santa Ana	115	22.6	13.0	64.3
CA28, South Orange Co	110	4.5	10.9	84.5
All	438	13.5	14.8	71.7
White
CA24, Whittier & North Orange Co	129	2.3	9.3	88.4
CA25, Anaheim	120	2.5	14.2	83.3
CA26, Santa Ana	288	0.3	6.2	93.4
CA28, South Orange Co	471	1.9	4.2	93.8
All	1,008	1.6	6.6	91.8
Two or More Races, Non-Hispanic
CA24, Whittier & North Orange Co	70	0.0	8.6	91.4
CA25, Anaheim	34	5.9	11.8	82.4
CA26, Santa Ana	83	0.0	4.8	95.2
CA28, South Orange Co	116	0.0	4.3	95.7
All	303	0.7	6.3	93.1
American Indian/Alaska Native
CA24, Whittier & North Orange Co	6	16.7	16.7	66.7
CA25, Anaheim	2	0.0	0.0	100.0
CA26, Santa Ana	5	0.0	20.0	80.0
CA28, South Orange Co	4	0.0	0.0	100.0
All	17	5.9	11.8	82.4
Native Hawaiian/Pacific Islander
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
All	14	7.1	7.1	85.7

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
PA 1, Bucks Co	96.3	95.5	6.6	96.2	97.6	98.4	91.2	91.4	8.7	90.5	94.7	96.4	83.4	83.2	11.8	78.0	86.3	91.7
PA 2, Chester Co	90.9	90.9	12.1	89.7	95.7	97.9	87.3	87.2	13.8	86.1	91.7	95.3	78.9	78.1	16.6	71.5	83.3	89.8
PA 3, Delaware Co	90.2	84.1	26.9	86.5	96.5	98.3	79.7	75.5	29.7	68.9	90.5	94.5	66.1	64.1	30.5	43.7	77.3	87.6
PA 4, Montgomery Co	94.3	91.2	15.9	93.1	96.3	98.0	85.4	82.5	20.5	82.1	89.8	93.9	75.2	75.0	16.9	70.1	79.0	85.9
PA 5, Philadelphia Co	58.0	62.3	38.9	17.1	82.6	97.0	42.5	46.2	36.5	5.3	48.9	85.2	34.3	35.9	30.2	6.1	30.0	65.6
% Asian, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	NA	2.3	2.2	2.7	0.8	1.4	2.7	4.8	4.6	4.6	1.2	3.4	6.4
PA 2, Chester Co	NA	NA	NA	NA	NA	NA	1.9	1.8	2.0	0.4	1.1	2.7	5.7	5.7	7.8	0.9	2.8	6.9
PA 3, Delaware Co	NA	NA	NA	NA	NA	NA	3.3	3.4	6.4	1.0	2.0	3.0	5.9	5.2	7.1	0.8	3.2	6.8
PA 4, Montgomery Co	NA	NA	NA	NA	NA	NA	4.0	3.4	3.3	1.1	2.5	4.2	7.7	7.3	7.1	2.0	5.1	10.1
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	NA	4.4	4.3	7.5	0.5	1.7	4.7	7.4	7.1	8.5	0.8	4.3	9.5
% Black, non-Hispanic
PA 1, Bucks Co	2.5	2.5	5.9	0.3	0.8	1.8	3.2	3.1	5.5	0.6	1.1	3.0	3.7	3.6	4.9	0.5	1.9	4.3
PA 2, Chester Co	7.3	6.8	10.9	0.9	2.7	7.0	6.1	6.5	10.5	1.1	2.6	6.7	5.4	5.3	8.0	1.2	2.9	6.2
PA 3, Delaware Co	9.0	13.9	26.5	0.3	1.5	8.9	14.4	18.0	28.0	1.2	3.7	19.4	21.3	23.6	29.0	2.6	8.2	38.1
PA 4, Montgomery Co	4.8	6.6	15.6	0.4	1.2	4.0	7.4	10.6	18.7	1.6	3.5	8.2	9.1	9.4	11.7	2.4	5.1	11.4
PA 5, Philadelphia Co	38.2	32.4	38.2	0.7	8.2	75.1	42.7	40.2	36.9	5.7	26.7	82.2	40.3	40.4	34.1	9.4	27.6	77.2
% Hispanic
PA 1, Bucks Co	1.2	1.1	1.6	0.5	0.7	1.1	2.3	2.2	2.8	1.1	1.4	2.3	5.6	5.5	4.8	2.0	3.9	6.9
PA 2, Chester Co	1.8	1.5	2.4	0.5	0.8	1.3	3.7	3.4	5.4	1.0	1.5	2.9	7.5	7.8	9.6	2.0	4.4	8.8
PA 3, Delaware Co	0.8	0.9	1.3	0.4	0.6	1.0	1.5	1.7	1.9	0.8	1.2	1.9	4.0	3.9	3.6	1.4	2.9	5.7
PA 4, Montgomery Co	0.8	0.9	1.2	0.4	0.7	1.1	2.0	2.2	2.7	1.0	1.4	2.2	5.4	5.3	6.2	1.9	3.8	5.9
PA 5, Philadelphia Co	3.8	3.5	9.2	0.7	1.1	1.7	8.5	7.1	13.8	1.4	2.5	4.7	15.1	13.2	17.8	2.9	6.5	14.1
% Two+, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	NA	0.8	0.8	0.5	0.5	0.7	1.0	2.3	2.3	2.4	0.7	1.6	3.1
PA 2, Chester Co	NA	NA	NA	NA	NA	NA	0.8	0.9	0.6	0.5	0.7	1.1	2.5	2.9	5.8	0.9	2.0	3.3
PA 3, Delaware Co	NA	NA	NA	NA	NA	NA	1.1	1.1	0.8	0.5	0.9	1.3	2.6	2.6	2.2	1.1	2.0	3.7
PA 4, Montgomery Co	NA	NA	NA	NA	NA	NA	1.0	1.0	0.7	0.6	0.9	1.3	2.6	2.6	2.3	1.1	2.1	3.5
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	NA	1.6	1.8	4.9	0.9	1.4	2.1	2.7	2.8	3.1	0.7	2.0	3.8
% NHPI, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
PA 2, Chester Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
PA 3, Delaware Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.1	0.6	0.0	0.0	0.0
PA 4, Montgomery Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.1	0.0	0.0	0.0
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	NA	0.0	0.0	0.1	0.0	0.0	0.0	0.0	0.0	0.2	0.0	0.0	0.0
% AIAN, non-Hispanic
PA 1, Bucks Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.2	0.0	0.0	0.0
PA 2, Chester Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.2	0.0	0.0	0.2	0.0	0.0	0.0
PA 3, Delaware Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.1	0.1	0.4	0.0	0.0	0.0
PA 4, Montgomery Co	NA	NA	NA	NA	NA	NA	0.1	0.1	0.1	0.0	0.1	0.1	0.0	0.0	0.2	0.0	0.0	0.0
PA 5, Philadelphia Co	NA	NA	NA	NA	NA	NA	0.2	0.2	0.2	0.1	0.2	0.3	0.2	0.2	0.6	0.0	0.0	0.0
Median income
PA 1, Bucks Co	NA	97.7	21.8	84.5	95.6	109.4	NA	115.2	32.8	91.8	111.6	128.6	NA	120.4	43.4	88.2	113.7	143.0
PA 2, Chester Co	NA	98.7	29.8	77.3	92.4	116.5	NA	123.5	44.1	92.2	118.8	153.1	NA	134.8	48.1	97.5	129.3	159.4
PA 3, Delaware Co	NA	91.8	34.4	70.2	88.2	109.6	NA	104.0	47.4	73.4	93.0	124.1	NA	101.3	46.5	65.5	95.0	128.5
PA 4, Montgomery Co	NA	100.6	31.7	79.2	93.1	114.9	NA	115.1	42.5	87.1	110.7	134.0	NA	120.1	42.1	92.1	115.4	140.0
PA 5, Philadelphia Co	NA	65.1	33.7	44.7	61.0	75.7	NA	65.3	40.2	41.6	59.2	77.7	NA	66.2	34.5	40.3	59.8	83.0
% in poverty
PA 1, Bucks Co	5.8	5.8	4.8	3.3	4.6	6.8	4.8	4.5	3.5	2.3	3.8	5.2	6.0	6.2	4.8	2.6	5.0	8.4
PA 2, Chester Co	6.4	6.9	5.2	3.3	5.2	8.5	5.0	5.5	5.4	2.2	4.1	6.5	6.1	6.0	5.5	2.5	4.5	8.5
PA 3, Delaware Co	7.4	9.1	11.9	3.5	5.5	9.6	7.9	8.6	8.0	3.6	5.3	10.6	10.2	10.6	9.3	4.0	7.7	14.2
PA 4, Montgomery Co	4.8	5.7	5.2	2.8	4.5	6.5	4.7	5.7	4.9	2.5	4.3	6.7	6.2	6.5	5.1	3.2	4.9	8.2
PA 5, Philadelphia Co	20.6	19.3	15.9	6.7	13.6	28.1	21.8	21.0	14.6	9.8	17.4	30.0	21.8	22.5	14.7	11.2	19.3	30.8
% with BA+
PA 1, Bucks Co	18.6	18.7	10.7	10.3	17.0	24.7	31.2	29.2	14.7	19.2	26.8	38.1	42.2	42.1	16.6	28.9	39.3	56.5
PA 2, Chester Co	26.3	23.2	14.7	11.2	18.8	35.1	42.5	37.8	20.4	19.5	37.4	55.8	54.2	52.6	18.5	37.9	56.1	66.8
PA 3, Delaware Co	18.9	20.9	15.8	7.3	18.6	29.7	30.0	32.2	20.7	14.1	27.7	45.4	39.5	37.8	20.5	20.3	35.9	52.4
PA 4, Montgomery Co	25.0	23.7	14.5	12.5	19.6	34.2	38.7	35.9	17.6	21.3	33.1	48.1	49.6	49.1	18.4	36.1	49.3	61.3
PA 5, Philadelphia Co	11.1	14.9	16.0	4.1	7.8	19.9	17.9	20.7	19.9	6.7	13.3	27.5	31.2	33.4	24.7	14.6	24.9	48.6

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 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	986	957	798	65	15	47	29	1	2
PA 2, Chester Co	1,194	1,098	891	61	28	72	41	4	1
PA 3, Delaware Co	752	702	561	41	41	27	25	5	2
PA 4, Montgomery Co	1,677	1,594	1,179	130	99	114	65	7	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	986	100	83.4	6.8	1.6	4.9	3.0	0.1	0.2
PA 2, Chester Co	1,194	100	81.1	5.6	2.6	6.6	3.7	0.4	0.1
PA 3, Delaware Co	752	100	79.9	5.8	5.8	3.8	3.6	0.7	0.3
PA 4, Montgomery Co	1,677	100	74.0	8.2	6.2	7.2	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	986	18.7	21.0	15.9	4.6	12.8	14.9	5.9	33.3
PA 2, Chester Co	1,194	21.5	23.5	14.9	8.6	19.7	21.1	23.5	16.7
PA 3, Delaware Co	752	13.7	14.8	10.0	12.6	7.4	12.9	29.4	33.3
PA 4, Montgomery Co	1,677	31.2	31.0	31.8	30.5	31.1	33.5	41.2	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	479	470	393	31	6	23	17	0	0
PA 2, Chester Co	575	534	430	46	6	25	25	2	0
PA 3, Delaware Co	371	363	278	41	15	13	16	0	0
PA 4, Montgomery Co	788	753	554	93	26	44	35	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	479	100	83.6	6.6	1.3	4.9	3.6	0.0	0.0
PA 2, Chester Co	575	100	80.5	8.6	1.1	4.7	4.7	0.4	0.0
PA 3, Delaware Co	371	100	76.6	11.3	4.1	3.6	4.4	0.0	0.0
PA 4, Montgomery Co	788	100	73.6	12.4	3.5	5.8	4.6	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	479	19.2	21.6	11.3	6.0	16.9	15.5	0.0	NA
PA 2, Chester Co	575	21.8	23.6	16.7	6.0	18.4	22.7	50.0	NA
PA 3, Delaware Co	371	14.8	15.2	14.9	15.0	9.6	14.5	0.0	NA
PA 4, Montgomery Co	788	30.8	30.4	33.8	26.0	32.4	31.8	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	579	566	401	115	8	19	19	2	2
PA 2, Chester Co	918	882	577	221	10	46	27	0	1
PA 3, Delaware Co	516	496	329	106	6	27	27	0	1
PA 4, Montgomery Co	1,208	1,175	772	272	29	52	47	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	579	100	70.8	20.3	1.4	3.4	3.4	0.4	0.4
PA 2, Chester Co	918	100	65.4	25.1	1.1	5.2	3.1	0.0	0.1
PA 3, Delaware Co	516	100	66.3	21.4	1.2	5.4	5.4	0.0	0.2
PA 4, Montgomery Co	1,208	100	65.7	23.1	2.5	4.4	4.0	0.3	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	579	16.4	17.7	14.2	11.4	11.4	14.0	33.3	50.0
PA 2, Chester Co	918	25.5	25.4	27.3	14.3	27.7	19.9	0.0	25.0
PA 3, Delaware Co	516	14.3	14.5	13.1	8.6	16.3	19.9	0.0	25.0
PA 4, Montgomery Co	1,208	34.0	34.0	33.6	41.4	31.3	34.6	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	986	971	77	170	724
PA 2, Chester Co	1,194	1,180	59	139	982
PA 3, Delaware Co	752	742	63	127	552
PA 4, Montgomery Co	1,677	1,641	91	250	1,300
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	986	100	7.9	17.5	74.6
PA 2, Chester Co	1,194	100	5.0	11.8	83.2
PA 3, Delaware Co	752	100	8.5	17.1	74.4
PA 4, Montgomery Co	1,677	100	5.5	15.2	79.2
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	986	18.3	17.4	19.1	18.2
PA 2, Chester Co	1,194	22.2	13.3	15.6	24.7
PA 3, Delaware Co	752	14.0	14.3	14.3	13.9
PA 4, Montgomery Co	1,677	30.9	20.6	28.1	32.7
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	479	472	18	54	400
PA 2, Chester Co	575	567	18	44	505
PA 3, Delaware Co	371	370	18	42	310
PA 4, Montgomery Co	788	773	29	90	654
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	479	100	3.8	11.4	84.7
PA 2, Chester Co	575	100	3.2	7.8	89.1
PA 3, Delaware Co	371	100	4.9	11.4	83.8
PA 4, Montgomery Co	788	100	3.8	11.6	84.6
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	479	18.8	14.0	17.4	19.3
PA 2, Chester Co	575	22.6	14.0	14.1	24.3
PA 3, Delaware Co	371	14.7	14.0	13.5	14.9
PA 4, Montgomery Co	788	30.7	22.5	28.9	31.5
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	579	573	17	45	511
PA 2, Chester Co	918	910	14	33	863
PA 3, Delaware Co	516	513	15	35	463
PA 4, Montgomery Co	1,208	1,194	31	83	1,080
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	579	100	3.0	7.9	89.2
PA 2, Chester Co	918	100	1.5	3.6	94.8
PA 3, Delaware Co	516	100	2.9	6.8	90.3
PA 4, Montgomery Co	1,208	100	2.6	7.0	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	579	16.2	15.7	19.4	16.0
PA 2, Chester Co	918	25.8	13.0	14.2	27.0
PA 3, Delaware Co	516	14.5	13.9	15.1	14.5
PA 4, Montgomery Co	1,208	33.8	28.7	35.8	33.8
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
PA 1, Bucks Co	946	7.9	17.4	74.6
PA 2, Chester Co	1,091	4.9	11.5	83.5
PA 3, Delaware Co	695	8.2	16.4	75.4
PA 4, Montgomery Co	1,574	5.5	15.0	79.5
PA 5, Philadelphia Co	751	19.7	26.5	53.8
All	5,057	8.3	16.6	75.1
Asian
PA 1, Bucks Co	63	7.9	17.5	74.6
PA 2, Chester Co	61	6.6	14.8	78.7
PA 3, Delaware Co	39	23.1	5.1	71.8
PA 4, Montgomery Co	128	12.5	18.8	68.8
PA 5, Philadelphia Co	108	36.1	19.4	44.4
All	399	18.3	16.8	64.9
Black/African American
PA 1, Bucks Co	15	0.0	26.7	73.3
PA 2, Chester Co	28	3.6	10.7	85.7
PA 3, Delaware Co	41	0.0	31.7	68.3
PA 4, Montgomery Co	97	8.2	17.5	74.2
PA 5, Philadelphia Co	140	12.1	25.7	62.1
All	321	8.1	22.7	69.2
Hispanic/Latino
PA 1, Bucks Co	47	19.1	21.3	59.6
PA 2, Chester Co	70	27.1	17.1	55.7
PA 3, Delaware Co	27	7.4	14.8	77.8
PA 4, Montgomery Co	113	12.4	15.9	71.7
PA 5, Philadelphia Co	101	24.8	35.6	39.6
All	358	19.3	22.3	58.4
White
PA 1, Bucks Co	789	7.4	16.7	75.9
PA 2, Chester Co	886	3.3	10.8	85.9
PA 3, Delaware Co	557	7.9	15.4	76.7
PA 4, Montgomery Co	1,166	3.7	14.1	82.2
PA 5, Philadelphia Co	367	16.6	25.6	57.8
All	3,765	6.2	15.2	78.6
Two or More Races, Non-Hispanic
PA 1, Bucks Co	29	6.9	24.1	69.0
PA 2, Chester Co	41	2.4	14.6	82.9
PA 3, Delaware Co	25	8.0	28.0	64.0
PA 4, Montgomery Co	64	7.8	18.8	73.4
PA 5, Philadelphia Co	34	17.6	35.3	47.1
All	193	8.3	22.8	68.9
American Indian/Alaska Native
PA 1, Bucks Co	1	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	6	16.7	16.7	66.7
All	15	6.7	20.0	73.3
Native Hawaiian/Pacific Islander
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
All	6	16.7	16.7	66.7
Order 448427, PSAT score 1190 - 1260
All
PA 1, Bucks Co	463	3.9	11.2	84.9
PA 2, Chester Co	529	3.0	7.0	90.0
PA 3, Delaware Co	363	4.7	11.3	84.0
PA 4, Montgomery Co	745	3.9	11.7	84.4
PA 5, Philadelphia Co	326	13.8	24.5	61.7
All	2,426	5.2	12.2	82.6
Asian
PA 1, Bucks Co	31	6.5	3.2	90.3
PA 2, Chester Co	45	6.7	2.2	91.1
PA 3, Delaware Co	41	14.6	14.6	70.7
PA 4, Montgomery Co	91	8.8	16.5	74.7
PA 5, Philadelphia Co	63	28.6	27.0	44.4
All	271	13.7	14.8	71.6
Black/African American
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	15	0.0	20.0	80.0
PA 4, Montgomery Co	26	0.0	19.2	80.8
PA 5, Philadelphia Co	47	8.5	25.5	66.0
All	100	4.0	24.0	72.0
Hispanic/Latino
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	13	0.0	7.7	92.3
PA 4, Montgomery Co	44	4.5	13.6	81.8
PA 5, Philadelphia Co	31	19.4	35.5	45.2
All	135	8.1	17.0	74.8
White
PA 1, Bucks Co	386	3.6	10.6	85.8
PA 2, Chester Co	427	2.1	6.8	91.1
PA 3, Delaware Co	278	3.6	10.1	86.3
PA 4, Montgomery Co	548	3.1	10.8	86.1
PA 5, Philadelphia Co	167	7.8	22.2	70.1
All	1,806	3.5	10.7	85.8
Two or More Races, Non-Hispanic
PA 1, Bucks Co	17	5.9	29.4	64.7
PA 2, Chester Co	25	4.0	8.0	88.0
PA 3, Delaware Co	16	6.2	18.8	75.0
PA 4, Montgomery Co	35	2.9	5.7	91.4
PA 5, Philadelphia Co	17	17.6	17.6	64.7
All	110	6.4	13.6	80.0
American Indian/Alaska Native
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
All	4	75.0	25.0	0.0
Order 448440, PSAT score 1270 - 1520
All
PA 1, Bucks Co	561	3.0	7.8	89.1
PA 2, Chester Co	878	1.6	3.8	94.6
PA 3, Delaware Co	494	3.0	6.9	90.1
PA 4, Montgomery Co	1,163	2.6	6.7	90.7
PA 5, Philadelphia Co	336	9.2	10.1	80.7
All	3,432	3.1	6.5	90.4
Asian
PA 1, Bucks Co	112	6.2	4.5	89.3
PA 2, Chester Co	218	2.8	2.8	94.5
PA 3, Delaware Co	105	7.6	11.4	81.0
PA 4, Montgomery Co	269	3.7	9.3	87.0
PA 5, Philadelphia Co	93	21.5	16.1	62.4
All	797	6.4	7.9	85.7
Black/African American
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
All	67	4.5	13.4	82.1
Hispanic/Latino
PA 1, Bucks Co	19	5.3	15.8	78.9
PA 2, Chester Co	46	4.3	10.9	84.8
PA 3, Delaware Co	27	3.7	11.1	85.2
PA 4, Montgomery Co	52	0.0	7.7	92.3
PA 5, Philadelphia Co	22	4.5	18.2	77.3
All	166	3.0	11.4	85.5
White
PA 1, Bucks Co	399	1.8	8.8	89.5
PA 2, Chester Co	576	0.9	3.5	95.7
PA 3, Delaware Co	328	1.2	5.2	93.6
PA 4, Montgomery Co	765	2.4	5.0	92.7
PA 5, Philadelphia Co	188	3.2	5.9	91.0
All	2,256	1.8	5.4	92.9
Two or More Races, Non-Hispanic
PA 1, Bucks Co	19	5.3	5.3	89.5
PA 2, Chester Co	27	0.0	7.4	92.6
PA 3, Delaware Co	27	7.4	3.7	88.9
PA 4, Montgomery Co	47	4.3	12.8	83.0
PA 5, Philadelphia Co	16	12.5	6.2	81.2
All	136	5.1	8.1	86.8
American Indian/Alaska Native
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
All	6	0.0	0.0	100.0
Native Hawaiian/Pacific Islander
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
All	4	25.0	0.0	75.0

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
	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75	Wt. Mean	Mean	SD	P25	P50	P75
% White, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	83.3	80.3	14.5	76.9	85.0	89.5	64.1	65.8	19.1	55.2	69.5	81.0	52.4	53.8	19.7	41.8	54.0	69.5
CA30, South San Diego Co (w/o San Diego)	75.2	70.7	24.6	57.0	82.1	89.4	47.7	48.3	28.3	22.2	49.0	78.2	35.8	38.3	26.6	12.8	32.6	65.2
CA31, City of San Diego	77.5	73.1	24.1	68.2	82.6	89.5	52.3	54.1	27.6	35.3	61.7	77.5	44.8	47.1	23.6	27.8	50.3	66.4
% Asian, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	5.9	6.2	7.1	2.3	4.1	6.6	10.4	9.9	10.7	2.9	6.1	11.7
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	8.5	8.7	11.3	2.3	4.3	9.4	9.6	8.9	9.6	2.7	5.4	11.2
CA31, City of San Diego	NA	NA	NA	NA	NA	NA	11.6	11.2	12.6	3.2	6.3	12.8	14.8	13.5	14.3	4.4	8.2	16.2
% Black, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	2.9	2.0	3.7	0.3	0.6	1.6	2.8	2.3	2.8	0.7	1.6	2.9	2.3	2.0	2.5	0.4	1.3	2.6
CA30, South San Diego Co (w/o San Diego)	3.0	4.4	10.6	0.7	1.5	3.3	5.0	5.6	7.1	1.6	3.6	6.4	4.9	4.7	5.1	1.2	3.2	6.0
CA31, City of San Diego	9.2	7.2	13.0	1.1	2.5	6.9	8.5	7.8	8.9	1.7	4.7	10.8	6.9	6.5	6.5	2.0	4.4	9.4
% Hispanic
CA29, North San Diego Co (w/o San Diego)	13.8	13.5	11.0	6.3	10.6	15.8	23.7	22.0	18.7	8.2	14.8	29.6	29.8	28.9	21.4	11.1	24.0	40.7
CA30, South San Diego Co (w/o San Diego)	21.8	18.7	18.1	6.9	10.2	23.3	34.8	33.2	23.0	12.3	29.1	48.1	45.4	43.6	24.1	22.4	40.9	63.0
CA31, City of San Diego	13.2	13.5	14.9	5.7	8.4	14.2	23.6	22.7	20.4	8.7	14.5	28.0	29.0	28.1	19.8	13.7	22.0	36.9
% Two+, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	2.5	2.4	0.9	1.7	2.3	2.9	4.2	4.2	3.1	2.0	3.6	5.7
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	3.0	2.9	1.2	2.2	2.7	3.7	3.6	3.6	2.8	1.5	2.9	5.1
CA31, City of San Diego	NA	NA	NA	NA	NA	NA	3.2	3.1	1.2	2.4	3.0	3.9	4.0	4.0	2.8	1.8	3.5	5.6
% NHPI, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	0.4	0.4	0.5	0.1	0.2	0.4	0.4	0.3	1.0	0.0	0.0	0.2
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	0.5	0.5	0.4	0.2	0.4	0.7	0.5	0.4	1.0	0.0	0.0	0.4
CA31, City of San Diego	NA	NA	NA	NA	NA	NA	0.4	0.4	0.4	0.2	0.3	0.5	0.3	0.3	0.9	0.0	0.0	0.3
% AIAN, non-Hispanic
CA29, North San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	0.7	0.7	2.0	0.2	0.4	0.6	0.5	0.6	3.1	0.0	0.0	0.3
CA30, South San Diego Co (w/o San Diego)	NA	NA	NA	NA	NA	NA	0.6	0.6	1.2	0.3	0.4	0.6	0.3	0.4	1.4	0.0	0.0	0.2
CA31, City of San Diego	NA	NA	NA	NA	NA	NA	0.4	0.4	0.3	0.2	0.4	0.5	0.2	0.3	0.7	0.0	0.0	0.3
Median income
CA29, North San Diego Co (w/o San Diego)	NA	85.4	28.9	64.7	79.0	101.3	NA	115.8	50.9	80.3	106.7	135.4	NA	124.8	49.1	88.0	117.4	152.5
CA30, South San Diego Co (w/o San Diego)	NA	82.1	27.6	63.5	80.9	95.5	NA	92.6	37.1	66.0	88.3	114.5	NA	98.2	35.9	68.6	96.0	125.1
CA31, City of San Diego	NA	78.8	33.4	53.6	72.3	96.3	NA	91.4	44.4	62.5	81.2	113.1	NA	101.7	40.0	76.5	95.4	120.6
% in poverty
CA29, North San Diego Co (w/o San Diego)	10.2	10.6	5.8	6.0	9.5	13.5	7.4	7.5	5.7	3.4	6.2	9.8	8.0	7.9	6.3	3.1	6.2	11.1
CA30, South San Diego Co (w/o San Diego)	10.8	10.4	6.3	6.0	9.1	13.4	10.4	10.5	8.0	4.4	7.8	14.5	11.2	11.0	7.9	4.9	8.9	15.5
CA31, City of San Diego	12.1	12.1	8.6	6.0	9.4	15.9	12.8	12.5	10.2	5.2	9.7	16.3	11.4	11.6	8.2	5.6	9.4	15.0
% with BA+
CA29, North San Diego Co (w/o San Diego)	22.5	22.9	14.2	12.9	19.2	27.9	33.6	33.6	19.0	17.5	29.1	48.2	44.1	44.0	20.8	26.0	41.9	61.6
CA30, South San Diego Co (w/o San Diego)	14.6	16.4	12.8	8.6	12.4	20.1	18.8	20.0	13.9	9.4	15.6	27.8	25.9	26.7	14.6	15.3	24.3	34.8
CA31, City of San Diego	24.1	23.2	14.8	12.2	20.4	30.9	33.4	31.8	19.9	15.6	29.1	47.5	45.4	46.0	21.0	29.7	49.1	62.2

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 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)	2,044	1,970	920	264	31	558	180	8	9
CA30, South San Diego Co (w/o San Diego)	1,614	1,538	415	197	44	754	118	5	5
CA31, City of San Diego	1,325	1,274	438	229	51	429	107	7	13
All	4,983	4,782	1,773	690	126	1,741	405	20	27
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	2,044	100	46.7	13.4	1.6	28.3	9.1	0.4	0.5
CA30, South San Diego Co (w/o San Diego)	1,614	100	27.0	12.8	2.9	49.0	7.7	0.3	0.3
CA31, City of San Diego	1,325	100	34.4	18.0	4.0	33.7	8.4	0.5	1.0
All	4,983	100	37.1	14.4	2.6	36.4	8.5	0.4	0.6
Purchased students by racial/ethnic group
CA29, North San Diego Co (w/o San Diego)	2,044	41.2	51.9	38.3	24.6	32.1	44.4	40.0	33.3
CA30, South San Diego Co (w/o San Diego)	1,614	32.2	23.4	28.6	34.9	43.3	29.1	25.0	18.5
CA31, City of San Diego	1,325	26.6	24.7	33.2	40.5	24.6	26.4	35.0	48.1
All	4,983	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)	1,391	1,330	642	293	21	236	124	8	6
CA30, South San Diego Co (w/o San Diego)	645	617	171	130	8	245	59	2	2
CA31, City of San Diego	768	733	320	132	15	181	82	2	1
All	2,804	2,680	1,133	555	44	662	265	12	9
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,391	100	48.3	22.0	1.6	17.7	9.3	0.6	0.5
CA30, South San Diego Co (w/o San Diego)	645	100	27.7	21.1	1.3	39.7	9.6	0.3	0.3
CA31, City of San Diego	768	100	43.7	18.0	2.0	24.7	11.2	0.3	0.1
All	2,804	100	42.3	20.7	1.6	24.7	9.9	0.4	0.3
Purchased students by racial/ethnic group
CA29, North San Diego Co (w/o San Diego)	1,391	49.6	56.7	52.8	47.7	35.6	46.8	66.7	66.7
CA30, South San Diego Co (w/o San Diego)	645	23.0	15.1	23.4	18.2	37.0	22.3	16.7	22.2
CA31, City of San Diego	768	27.4	28.2	23.8	34.1	27.3	30.9	16.7	11.1
All	2,804	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)	1,462	1,393	602	520	2	149	116	3	1
CA30, South San Diego Co (w/o San Diego)	334	313	117	72	2	96	25	1	0
CA31, City of San Diego	573	547	262	158	2	66	57	1	1
All	2,369	2,253	981	750	6	311	198	5	2
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,462	100	43.2	37.3	0.1	10.7	8.3	0.2	0.1
CA30, South San Diego Co (w/o San Diego)	334	100	37.4	23.0	0.6	30.7	8.0	0.3	0.0
CA31, City of San Diego	573	100	47.9	28.9	0.4	12.1	10.4	0.2	0.2
All	2,369	100	43.5	33.3	0.3	13.8	8.8	0.2	0.1
Purchased students by racial/ethnic group
CA29, North San Diego Co (w/o San Diego)	1,462	61.8	61.4	69.3	33.3	47.9	58.6	60.0	50.0
CA30, South San Diego Co (w/o San Diego)	334	13.9	11.9	9.6	33.3	30.9	12.6	20.0	0.0
CA31, City of San Diego	573	24.3	26.7	21.1	33.3	21.2	28.8	20.0	50.0
All	2,369	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)	2,044	2,002	240	360	1,402
CA30, South San Diego Co (w/o San Diego)	1,614	1,543	225	473	845
CA31, City of San Diego	1,325	1,279	203	266	810
All	4,983	4,824	668	1,099	3,058
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	2,044	100	12.0	18.0	70.0
CA30, South San Diego Co (w/o San Diego)	1,614	100	14.6	30.7	54.8
CA31, City of San Diego	1,325	100	15.9	20.8	63.3
All	4,983	100	13.8	22.8	63.4
Purchased students by first-generation status
CA29, North San Diego Co (w/o San Diego)	2,044	41.5	35.9	32.8	45.9
CA30, South San Diego Co (w/o San Diego)	1,614	32.0	33.7	43.0	27.6
CA31, City of San Diego	1,325	26.5	30.4	24.2	26.5
All	4,983	100	100	100	100
Orders 448420 & 546946, PSAT score 1190 - 1260
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	1,391	1,342	49	144	1,149
CA30, South San Diego Co (w/o San Diego)	645	610	50	149	411
CA31, City of San Diego	768	729	64	122	543
All	2,804	2,681	163	415	2,104
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,391	100	3.7	10.7	85.6
CA30, South San Diego Co (w/o San Diego)	645	100	8.2	24.4	67.4
CA31, City of San Diego	768	100	8.8	16.7	74.5
All	2,804	100	6.1	15.5	78.5
Purchased students by first-generation status
CA29, North San Diego Co (w/o San Diego)	1,391	50.1	30.1	34.7	54.6
CA30, South San Diego Co (w/o San Diego)	645	22.8	30.7	35.9	19.5
CA31, City of San Diego	768	27.2	39.3	29.4	25.8
All	2,804	100	100	100	100
Orders 448374 & 546945, PSAT score 1270 - 1520
Count of purchased students
CA29, North San Diego Co (w/o San Diego)	1,462	1,424	28	81	1,315
CA30, South San Diego Co (w/o San Diego)	334	304	18	43	243
CA31, City of San Diego	573	549	25	62	462
All	2,369	2,277	71	186	2,021
Purchased students by geomarket
CA29, North San Diego Co (w/o San Diego)	1,462	100	2.0	5.7	92.3
CA30, South San Diego Co (w/o San Diego)	334	100	5.9	14.1	79.9
CA31, City of San Diego	573	100	4.6	11.3	84.2
All	2,369	100	3.1	8.2	88.8
Purchased students by first-generation status
CA29, North San Diego Co (w/o San Diego)	1,462	62.5	39.4	43.5	65.1
CA30, South San Diego Co (w/o San Diego)	334	13.4	25.4	23.1	12.0
CA31, City of San Diego	573	24.1	35.2	33.3	22.9
All	2,369	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
CA29, North San Diego Co (w/o San Diego)	1,942	11.9	18.1	70.0
CA30, South San Diego Co (w/o San Diego)	1,489	14.9	30.4	54.7
CA31, City of San Diego	1,233	15.9	21.0	63.1
All	4,664	13.9	22.8	63.3
Asian
CA29, North San Diego Co (w/o San Diego)	262	8.0	17.2	74.8
CA30, South San Diego Co (w/o San Diego)	189	9.0	31.2	59.8
CA31, City of San Diego	219	21.0	26.9	52.1
All	670	12.5	24.3	63.1
Black/African American
CA29, North San Diego Co (w/o San Diego)	29	6.9	13.8	79.3
CA30, South San Diego Co (w/o San Diego)	43	4.7	30.2	65.1
CA31, City of San Diego	51	37.3	25.5	37.3
All	123	18.7	24.4	56.9
Hispanic/Latino
CA29, North San Diego Co (w/o San Diego)	549	31.9	22.4	45.7
CA30, South San Diego Co (w/o San Diego)	731	20.8	30.5	48.7
CA31, City of San Diego	414	26.3	25.6	48.1
All	1,694	25.7	26.7	47.6
White
CA29, North San Diego Co (w/o San Diego)	909	3.1	14.0	82.9
CA30, South San Diego Co (w/o San Diego)	401	10.2	26.9	62.8
CA31, City of San Diego	425	3.8	11.8	84.5
All	1,735	4.9	16.4	78.7
Two or More Races, Non-Hispanic
CA29, North San Diego Co (w/o San Diego)	177	2.8	25.4	71.8
CA30, South San Diego Co (w/o San Diego)	115	7.0	37.4	55.7
CA31, City of San Diego	105	5.7	23.8	70.5
All	397	4.8	28.5	66.8
American Indian/Alaska Native
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)	5	40.0	40.0	20.0
CA31, City of San Diego	6	0.0	16.7	83.3
All	18	11.1	22.2	66.7
Native Hawaiian/Pacific Islander
CA29, North San Diego Co (w/o San Diego)	9	11.1	66.7	22.2
CA30, South San Diego Co (w/o San Diego)	5	0.0	80.0	20.0
CA31, City of San Diego	13	0.0	38.5	61.5
All	27	3.7	55.6	40.7
Orders 448420 & 546946, PSAT score 1190 - 1260
All
CA29, North San Diego Co (w/o San Diego)	1,291	3.7	10.9	85.4
CA30, South San Diego Co (w/o San Diego)	594	8.2	24.4	67.3
CA31, City of San Diego	696	8.8	16.7	74.6
All	2,581	6.1	15.6	78.3
Asian
CA29, North San Diego Co (w/o San Diego)	284	2.1	10.9	87.0
CA30, South San Diego Co (w/o San Diego)	124	3.2	24.2	72.6
CA31, City of San Diego	128	22.7	22.7	54.7
All	536	7.3	16.8	75.9
Black/African American
CA29, North San Diego Co (w/o San Diego)	20	0.0	20.0	80.0
CA30, South San Diego Co (w/o San Diego)	7	28.6	0.0	71.4
CA31, City of San Diego	14	21.4	35.7	42.9
All	41	12.2	22.0	65.9
Hispanic/Latino
CA29, North San Diego Co (w/o San Diego)	228	12.3	16.7	71.1
CA30, South San Diego Co (w/o San Diego)	238	13.0	24.8	62.2
CA31, City of San Diego	177	9.6	22.0	68.4
All	643	11.8	21.2	67.0
White
CA29, North San Diego Co (w/o San Diego)	626	1.8	8.1	90.1
CA30, South San Diego Co (w/o San Diego)	168	4.8	26.2	69.0
CA31, City of San Diego	298	3.4	9.1	87.6
All	1,092	2.7	11.2	86.2
Two or More Races, Non-Hispanic
CA29, North San Diego Co (w/o San Diego)	120	0.8	12.5	86.7
CA30, South San Diego Co (w/o San Diego)	54	7.4	20.4	72.2
CA31, City of San Diego	76	2.6	19.7	77.6
All	250	2.8	16.4	80.8
American Indian/Alaska Native
CA29, North San Diego Co (w/o San Diego)	7	14.3	14.3	71.4
CA30, South San Diego Co (w/o San Diego)	2	0.0	50.0	50.0
CA31, City of San Diego	2	0.0	50.0	50.0
All	11	9.1	27.3	63.6
Native Hawaiian/Pacific Islander
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)	1	0.0	0.0	100.0
CA31, City of San Diego	1	0.0	0.0	100.0
All	8	12.5	12.5	75.0
Orders 448374 & 546945, PSAT score 1270 - 1520
All
CA29, North San Diego Co (w/o San Diego)	1,366	1.8	5.8	92.4
CA30, South San Diego Co (w/o San Diego)	295	5.8	14.2	80.0
CA31, City of San Diego	528	4.7	11.4	83.9
All	2,189	3.1	8.3	88.7
Asian
CA29, North San Diego Co (w/o San Diego)	510	1.2	4.5	94.3
CA30, South San Diego Co (w/o San Diego)	71	2.8	11.3	85.9
CA31, City of San Diego	152	11.8	17.8	70.4
All	733	3.5	7.9	88.5
Black/African American
CA29, North San Diego Co (w/o San Diego)	2	0.0	0.0	100.0
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
All	5	0.0	0.0	100.0
Hispanic/Latino
CA29, North San Diego Co (w/o San Diego)	146	5.5	8.2	86.3
CA30, South San Diego Co (w/o San Diego)	86	10.5	19.8	69.8
CA31, City of San Diego	61	6.6	11.5	82.0
All	293	7.2	12.3	80.5
White
CA29, North San Diego Co (w/o San Diego)	591	1.5	6.3	92.2
CA30, South San Diego Co (w/o San Diego)	111	5.4	10.8	83.8
CA31, City of San Diego	257	0.8	8.6	90.7
All	959	1.8	7.4	90.8
Two or More Races, Non-Hispanic
CA29, North San Diego Co (w/o San Diego)	113	1.8	6.2	92.0
CA30, South San Diego Co (w/o San Diego)	24	0.0	16.7	83.3
CA31, City of San Diego	55	1.8	7.3	90.9
All	192	1.6	7.8	90.6
American Indian/Alaska Native
CA29, North San Diego Co (w/o San Diego)	3	0.0	0.0	100.0
CA30, South San Diego Co (w/o San Diego)	1	0.0	100.0	0.0
CA31, City of San Diego	1	0.0	0.0	100.0
All	5	0.0	20.0	80.0
Native Hawaiian/Pacific Islander
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
All	2	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	57	55	22	19	14
IL 8, Northwest Suburbs	53	53	32	9	12
IL 9, North Shore	14	14	1	3	10
IL10, Evanston & Skokie	25	25	10	2	13
IL11, City of Chicago	238	236	116	61	59
IL12, Western Suburbs	141	139	38	38	63
IL13, South & Southwest Suburbs	121	118	45	35	38
All	649	640	264	167	210
Purchased students by geomarket
IL 7, Chain of Lakes	57	100	40.0	34.5	25.5
IL 8, Northwest Suburbs	53	100	60.4	17.0	22.6
IL 9, North Shore	14	100	7.1	21.4	71.4
IL10, Evanston & Skokie	25	100	40.0	8.0	52.0
IL11, City of Chicago	238	100	49.2	25.8	25.0
IL12, Western Suburbs	141	100	27.3	27.3	45.3
IL13, South & Southwest Suburbs	121	100	38.1	29.7	32.2
All	649	100	41.2	26.1	32.8
Purchased students by first-generation status
IL 7, Chain of Lakes	57	8.6	8.3	11.4	6.7
IL 8, Northwest Suburbs	53	8.3	12.1	5.4	5.7
IL 9, North Shore	14	2.2	0.4	1.8	4.8
IL10, Evanston & Skokie	25	3.9	3.8	1.2	6.2
IL11, City of Chicago	238	36.9	43.9	36.5	28.2
IL12, Western Suburbs	141	21.7	14.4	22.8	30.1
IL13, South & Southwest Suburbs	121	18.4	17.0	21.0	18.2
All	649	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	57	57	0	0	0	40	15	2	0
IL 8, Northwest Suburbs	53	52	1	0	0	44	6	1	0
IL 9, North Shore	14	14	0	0	0	4	7	3	0
IL10, Evanston & Skokie	25	25	0	0	0	16	5	4	0
IL11, City of Chicago	238	236	0	0	0	204	28	4	0
IL12, Western Suburbs	141	139	0	0	0	82	45	12	0
IL13, South & Southwest Suburbs	121	120	0	0	0	72	42	6	0
All	649	643	1	0	0	462	148	32	0
Purchased students by geomarket
IL 7, Chain of Lakes	57	100	0.0	0.0	0.0	70.2	26.3	3.5	0.0
IL 8, Northwest Suburbs	53	100	1.9	0.0	0.0	84.6	11.5	1.9	0.0
IL 9, North Shore	14	100	0.0	0.0	0.0	28.6	50.0	21.4	0.0
IL10, Evanston & Skokie	25	100	0.0	0.0	0.0	64.0	20.0	16.0	0.0
IL11, City of Chicago	238	100	0.0	0.0	0.0	86.4	11.9	1.7	0.0
IL12, Western Suburbs	141	100	0.0	0.0	0.0	59.0	32.4	8.6	0.0
IL13, South & Southwest Suburbs	121	100	0.0	0.0	0.0	60.0	35.0	5.0	0.0
All	649	100	0.2	0.0	0.0	71.9	23.0	5.0	0.0
Purchased students by racial/ethnic group
IL 7, Chain of Lakes	57	8.9	0.0	NA	NA	8.7	10.1	6.2	NA
IL 8, Northwest Suburbs	53	8.1	100.0	NA	NA	9.5	4.1	3.1	NA
IL 9, North Shore	14	2.2	0.0	NA	NA	0.9	4.7	9.4	NA
IL10, Evanston & Skokie	25	3.9	0.0	NA	NA	3.5	3.4	12.5	NA
IL11, City of Chicago	238	36.7	0.0	NA	NA	44.2	18.9	12.5	NA
IL12, Western Suburbs	141	21.6	0.0	NA	NA	17.7	30.4	37.5	NA
IL13, South & Southwest Suburbs	121	18.7	0.0	NA	NA	15.6	28.4	18.8	NA
All	649	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	98	98	55	20	23
TX20, City of Fort Worth	83	82	24	20	38
TX21, Irving, Arlington, & Grand Prairie	139	139	76	33	30
TX22, Dallas Co (w/o City of Dallas)	90	89	39	24	26
TX23, Collin & Rockwall Co	114	113	15	23	75
TX24, West of Dallas/Ft. Worth Metroplex	161	160	18	35	107
All	685	681	227	155	300
Purchased students by geomarket
TX19, City of Dallas	98	100	56.1	20.4	23.5
TX20, City of Fort Worth	83	100	29.3	24.4	46.3
TX21, Irving, Arlington, & Grand Prairie	139	100	54.7	23.7	21.6
TX22, Dallas Co (w/o City of Dallas)	90	100	43.8	27.0	29.2
TX23, Collin & Rockwall Co	114	100	13.3	20.4	66.4
TX24, West of Dallas/Ft. Worth Metroplex	161	100	11.2	21.9	66.9
All	685	100	33.3	22.8	44.1
Purchased students by first-generation status
TX19, City of Dallas	98	14.4	24.2	12.9	7.7
TX20, City of Fort Worth	83	12.0	10.6	12.9	12.7
TX21, Irving, Arlington, & Grand Prairie	139	20.4	33.5	21.3	10.0
TX22, Dallas Co (w/o City of Dallas)	90	13.1	17.2	15.5	8.7
TX23, Collin & Rockwall Co	114	16.6	6.6	14.8	25.1
TX24, West of Dallas/Ft. Worth Metroplex	161	23.5	7.9	22.6	35.8
All	685	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	98	98	0	0	0	83	14	1	0
TX20, City of Fort Worth	83	82	0	0	0	50	20	12	0
TX21, Irving, Arlington, & Grand Prairie	139	138	0	0	0	120	16	2	0
TX22, Dallas Co (w/o City of Dallas)	90	88	1	0	0	58	19	10	0
TX23, Collin & Rockwall Co	114	114	0	0	0	46	54	14	0
TX24, West of Dallas/Ft. Worth Metroplex	161	156	0	0	0	73	64	19	0
All	685	676	1	0	0	430	187	58	0
Purchased students by geomarket
TX19, City of Dallas	98	100	0.0	0.0	0.0	84.7	14.3	1.0	0.0
TX20, City of Fort Worth	83	100	0.0	0.0	0.0	61.0	24.4	14.6	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)	90	100	1.1	0.0	0.0	65.9	21.6	11.4	0.0
TX23, Collin & Rockwall Co	114	100	0.0	0.0	0.0	40.4	47.4	12.3	0.0
TX24, West of Dallas/Ft. Worth Metroplex	161	100	0.0	0.0	0.0	46.8	41.0	12.2	0.0
All	685	100	0.1	0.0	0.0	63.6	27.7	8.6	0.0
Purchased students by racial/ethnic group
TX19, City of Dallas	98	14.5	0.0	NA	NA	19.3	7.5	1.7	NA
TX20, City of Fort Worth	83	12.1	0.0	NA	NA	11.6	10.7	20.7	NA
TX21, Irving, Arlington, & Grand Prairie	139	20.4	0.0	NA	NA	27.9	8.6	3.4	NA
TX22, Dallas Co (w/o City of Dallas)	90	13.0	100.0	NA	NA	13.5	10.2	17.2	NA
TX23, Collin & Rockwall Co	114	16.9	0.0	NA	NA	10.7	28.9	24.1	NA
TX24, West of Dallas/Ft. Worth Metroplex	161	23.1	0.0	NA	NA	17.0	34.2	32.8	NA
All	685	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	296	295	113	57	125
TX16, Southwest Houston Metro Area	210	208	83	42	83
TX17, City of Houston (East)	178	177	111	36	30
TX18, Galveston & East Harris Co	51	51	11	15	25
All	735	731	318	150	264
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	296	100	38.3	19.3	42.4
TX16, Southwest Houston Metro Area	210	100	39.9	20.2	39.9
TX17, City of Houston (East)	178	100	62.7	20.3	16.9
TX18, Galveston & East Harris Co	51	100	21.6	29.4	49.0
All	735	100	43.5	20.5	36.1
Purchased students by first-generation status
TX15, Northwest Houston & Conroe School Dist	296	40.4	35.5	38.0	47.5
TX16, Southwest Houston Metro Area	210	28.5	26.1	28.0	31.6
TX17, City of Houston (East)	178	24.2	34.9	24.0	11.4
TX18, Galveston & East Harris Co	51	7.0	3.5	10.0	9.5
All	735	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	296	285	0	0	0	208	57	20	0
TX16, Southwest Houston Metro Area	210	201	0	0	0	159	33	9	0
TX17, City of Houston (East)	178	177	0	0	0	159	18	0	0
TX18, Galveston & East Harris Co	51	51	0	0	0	27	18	6	0
All	735	714	0	0	0	553	126	35	0
Purchased students by geomarket
TX15, Northwest Houston & Conroe School Dist	296	100	0.0	0.0	0.0	73.0	20.0	7.0	0.0
TX16, Southwest Houston Metro Area	210	100	0.0	0.0	0.0	79.1	16.4	4.5	0.0
TX17, City of Houston (East)	178	100	0.0	0.0	0.0	89.8	10.2	0.0	0.0
TX18, Galveston & East Harris Co	51	100	0.0	0.0	0.0	52.9	35.3	11.8	0.0
All	735	100	0.0	0.0	0.0	77.5	17.6	4.9	0.0
Purchased students by racial/ethnic group
TX15, Northwest Houston & Conroe School Dist	296	39.9	NA	NA	NA	37.6	45.2	57.1	NA
TX16, Southwest Houston Metro Area	210	28.2	NA	NA	NA	28.8	26.2	25.7	NA
TX17, City of Houston (East)	178	24.8	NA	NA	NA	28.8	14.3	0.0	NA
TX18, Galveston & East Harris Co	51	7.1	NA	NA	NA	4.9	14.3	17.1	NA
All	735	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)	63	63	26	14	23
CA15, San Fernando Valley (East)	16	16	6	3	7
CA16, Glendale and Pasadena	40	39	8	12	19
CA17, West Los Angeles & West Beach	27	27	8	8	11
CA18, Hollywood & Wilshire	44	44	19	11	14
CA19, East Los Angeles	48	48	27	12	9
CA20, South Bay	30	30	7	7	16
CA21, South & South Central Los Angeles	69	68	46	16	6
CA22, Long Beach	53	53	16	20	17
CA23, Covina & West Covina	72	72	16	30	26
CA27, Riverside, San Bernardino, & Ontario	271	267	103	87	77
All	733	727	282	220	226
Purchased students by geomarket
CA14, San Fernando Valley (West)	63	100	41.3	22.2	36.5
CA15, San Fernando Valley (East)	16	100	37.5	18.8	43.8
CA16, Glendale and Pasadena	40	100	20.5	30.8	48.7
CA17, West Los Angeles & West Beach	27	100	29.6	29.6	40.7
CA18, Hollywood & Wilshire	44	100	43.2	25.0	31.8
CA19, East Los Angeles	48	100	56.2	25.0	18.8
CA20, South Bay	30	100	23.3	23.3	53.3
CA21, South & South Central Los Angeles	69	100	67.6	23.5	8.8
CA22, Long Beach	53	100	30.2	37.7	32.1
CA23, Covina & West Covina	72	100	22.2	41.7	36.1
CA27, Riverside, San Bernardino, & Ontario	271	100	38.6	32.6	28.8
All	733	100	38.8	30.3	31.1
Purchased students by first-generation status
CA14, San Fernando Valley (West)	63	8.7	9.2	6.4	10.2
CA15, San Fernando Valley (East)	16	2.2	2.1	1.4	3.1
CA16, Glendale and Pasadena	40	5.4	2.8	5.5	8.4
CA17, West Los Angeles & West Beach	27	3.7	2.8	3.6	4.9
CA18, Hollywood & Wilshire	44	6.1	6.7	5.0	6.2
CA19, East Los Angeles	48	6.6	9.6	5.5	4.0
CA20, South Bay	30	4.1	2.5	3.2	7.1
CA21, South & South Central Los Angeles	69	9.4	16.3	7.3	2.7
CA22, Long Beach	53	7.3	5.7	9.1	7.6
CA23, Covina & West Covina	72	9.9	5.7	13.6	11.6
CA27, Riverside, San Bernardino, & Ontario	271	36.7	36.5	39.5	34.2
All	733	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)	63	63	0	0	0	60	3	0	0
CA15, San Fernando Valley (East)	16	16	0	0	0	14	2	0	0
CA16, Glendale and Pasadena	40	40	0	0	0	28	10	2	0
CA17, West Los Angeles & West Beach	27	26	0	0	0	18	8	0	0
CA18, Hollywood & Wilshire	44	43	0	0	0	37	5	1	0
CA19, East Los Angeles	48	48	0	0	0	45	0	3	0
CA20, South Bay	30	28	0	0	0	21	6	1	0
CA21, South & South Central Los Angeles	69	68	0	0	0	62	5	1	0
CA22, Long Beach	53	53	0	0	0	44	8	1	0
CA23, Covina & West Covina	72	72	0	0	0	66	5	1	0
CA27, Riverside, San Bernardino, & Ontario	271	260	0	0	0	205	44	11	0
All	733	717	0	0	0	600	96	21	0
Purchased students by geomarket
CA14, San Fernando Valley (West)	63	100	0.0	0.0	0.0	95.2	4.8	0.0	0.0
CA15, San Fernando Valley (East)	16	100	0.0	0.0	0.0	87.5	12.5	0.0	0.0
CA16, Glendale and Pasadena	40	100	0.0	0.0	0.0	70.0	25.0	5.0	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	44	100	0.0	0.0	0.0	86.0	11.6	2.3	0.0
CA19, East Los Angeles	48	100	0.0	0.0	0.0	93.8	0.0	6.2	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	69	100	0.0	0.0	0.0	91.2	7.4	1.5	0.0
CA22, Long Beach	53	100	0.0	0.0	0.0	83.0	15.1	1.9	0.0
CA23, Covina & West Covina	72	100	0.0	0.0	0.0	91.7	6.9	1.4	0.0
CA27, Riverside, San Bernardino, & Ontario	271	100	0.0	0.0	0.0	78.8	16.9	4.2	0.0
All	733	100	0.0	0.0	0.0	83.7	13.4	2.9	0.0
Purchased students by racial/ethnic group
CA14, San Fernando Valley (West)	63	8.8	NA	NA	NA	10.0	3.1	0.0	NA
CA15, San Fernando Valley (East)	16	2.2	NA	NA	NA	2.3	2.1	0.0	NA
CA16, Glendale and Pasadena	40	5.6	NA	NA	NA	4.7	10.4	9.5	NA
CA17, West Los Angeles & West Beach	27	3.6	NA	NA	NA	3.0	8.3	0.0	NA
CA18, Hollywood & Wilshire	44	6.0	NA	NA	NA	6.2	5.2	4.8	NA
CA19, East Los Angeles	48	6.7	NA	NA	NA	7.5	0.0	14.3	NA
CA20, South Bay	30	3.9	NA	NA	NA	3.5	6.2	4.8	NA
CA21, South & South Central Los Angeles	69	9.5	NA	NA	NA	10.3	5.2	4.8	NA
CA22, Long Beach	53	7.4	NA	NA	NA	7.3	8.3	4.8	NA
CA23, Covina & West Covina	72	10.0	NA	NA	NA	11.0	5.2	4.8	NA
CA27, Riverside, San Bernardino, & Ontario	271	36.3	NA	NA	NA	34.2	45.8	52.4	NA
All	733	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	16	16	6	5	5
NY23, West Brooklyn	47	44	18	8	18
NY24, Northeast Brooklyn	10	9	2	4	3
NY25, East Bronx	12	12	6	1	5
NY26, West Bronx	33	33	15	8	10
NY27, Manhattan	92	90	31	25	34
NY28, South Queens	19	19	7	1	11
NY29, Northwest Queens	31	31	18	8	5
NY30, Northeast Queens	45	42	20	10	12
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	16	100	37.5	31.2	31.2
NY23, West Brooklyn	47	100	40.9	18.2	40.9
NY24, Northeast Brooklyn	10	100	22.2	44.4	33.3
NY25, East Bronx	12	100	50.0	8.3	41.7
NY26, West Bronx	33	100	45.5	24.2	30.3
NY27, Manhattan	92	100	34.4	27.8	37.8
NY28, South Queens	19	100	36.8	5.3	57.9
NY29, Northwest Queens	31	100	58.1	25.8	16.1
NY30, Northeast Queens	45	100	47.6	23.8	28.6
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	16	4.5	4.3	6.1	3.7
NY23, West Brooklyn	47	12.4	12.9	9.8	13.3
NY24, Northeast Brooklyn	10	2.5	1.4	4.9	2.2
NY25, East Bronx	12	3.4	4.3	1.2	3.7
NY26, West Bronx	33	9.3	10.8	9.8	7.4
NY27, Manhattan	92	25.3	22.3	30.5	25.2
NY28, South Queens	19	5.3	5.0	1.2	8.1
NY29, Northwest Queens	31	8.7	12.9	9.8	3.7
NY30, Northeast Queens	45	11.8	14.4	12.2	8.9
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	16	16	0	0	0	12	3	1	0
NY23, West Brooklyn	47	46	1	0	0	34	10	1	0
NY24, Northeast Brooklyn	10	10	0	0	0	6	3	1	0
NY25, East Bronx	12	12	0	0	0	8	0	4	0
NY26, West Bronx	33	32	0	0	0	26	5	1	0
NY27, Manhattan	92	91	0	0	0	73	15	3	0
NY28, South Queens	19	19	0	0	0	6	6	7	0
NY29, Northwest Queens	31	30	0	0	0	24	1	5	0
NY30, Northeast Queens	45	43	0	0	0	22	9	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	16	100	0.0	0.0	0.0	75.0	18.8	6.2	0.0
NY23, West Brooklyn	47	100	2.2	0.0	0.0	73.9	21.7	2.2	0.0
NY24, Northeast Brooklyn	10	100	0.0	0.0	0.0	60.0	30.0	10.0	0.0
NY25, East Bronx	12	100	0.0	0.0	0.0	66.7	0.0	33.3	0.0
NY26, West Bronx	33	100	0.0	0.0	0.0	81.2	15.6	3.1	0.0
NY27, Manhattan	92	100	0.0	0.0	0.0	80.2	16.5	3.3	0.0
NY28, South Queens	19	100	0.0	0.0	0.0	31.6	31.6	36.8	0.0
NY29, Northwest Queens	31	100	0.0	0.0	0.0	80.0	3.3	16.7	0.0
NY30, Northeast Queens	45	100	0.0	0.0	0.0	51.2	20.9	27.9	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	16	4.4	0.0	NA	NA	4.9	4.2	2.4	NA
NY23, West Brooklyn	47	12.8	100.0	NA	NA	13.8	14.1	2.4	NA
NY24, Northeast Brooklyn	10	2.8	0.0	NA	NA	2.4	4.2	2.4	NA
NY25, East Bronx	12	3.3	0.0	NA	NA	3.2	0.0	9.8	NA
NY26, West Bronx	33	8.9	0.0	NA	NA	10.5	7.0	2.4	NA
NY27, Manhattan	92	25.3	0.0	NA	NA	29.6	21.1	7.3	NA
NY28, South Queens	19	5.3	0.0	NA	NA	2.4	8.5	17.1	NA
NY29, Northwest Queens	31	8.3	0.0	NA	NA	9.7	1.4	12.2	NA
NY30, Northeast Queens	45	11.9	0.0	NA	NA	8.9	12.7	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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