S population studies of the demographic

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Unformatted text preview: exports.3 CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT Social The U.S. Population Studies of the demographic characteristics of the U.S. population suggest several important trends. Generally, the population is becoming larger, older, and more diverse. In 2008, the U.S. population was estimated to be 303 million people. If current trends in life expectancy, birthrates, and immigration continue, by 61 ker81063_ch03_058-077.indd Page 62 8/13/08 11:34:14 AM user-s198 ker81063_ch03_058-077.indd Page 62 8/13/08 11:34:14 AM user-s198 /Volumes/203/MHBR060/ker10ch03 /Volumes/203/MHBR060/ker10ch03 2030 the U.S. population will exceed 360 million people. This growth suggests that niche markets based on age, life stage, family structure, geographic location, and ethnicity will become increasingly important. The global trend toward an older population is particularly true in the United States. Today, there are approximately 35 million people 65 and older. By 2030, this age group will include more than 70 million people, or 20 percent of the population. Y...
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