Pluralsight Demographic Information

Delivered June 21st, 2019. Contributors: Varun N., Estel M., Erin J., Emma H. and

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Dallas - Target Demographic: Where They Reside

We estimated that there are around 21,500 employed men in Dallas who are looking to enhance their coding skills; and, there are 569 C-level male executives in IT who are based in Dallas.
FINDINGSThere are approximately 21,500 male developers in Dallas under the age of 40. They make up 1.6% of Dallas' population.
There are approximately 569 executive level/C-level male IT professionals in Dallas. They make up 0.042% of Dallas' population.
RESEARCH STRATEGYIn order to fulfill this request, we began by searching the Bureau of Labor Statistics (BLS) as it contains comprehensive labor-related information. However, though the BLS provides the number of coders and developers in Dallas, it does not provide a breakdown by age and gender. Private labor-specific databases like Data USA also do not divulge any more information than what is published by the BLS. Next, we searched industry portals like Tech Talent South, Hire Women in Tech, Coding Dojo, Tech Bootcamps, CIO.com, and Tech Beacon, but did not find any helpful information other than the sex-ratio among coders. Additionally, we also looked at websites of companies like Daxx and media portals such as Forbes and CNBC, where we found the median age of coders in the United States and the sex ratio among IT leadership. None of the sources provided demographic information specifically for Dallas--all data was for the US as a whole. Following this, we expanded the research time frame to 4 years, but that did not fetch any more information than we already had. Lastly, we use the data we had gathered to triangulate estimates:
CODERSComputer Programmers: 9,280
Software Developers, Applications: 34,260
 
Software Developers, Systems Software: 11,870
Web Developers: 2,930
Total number of developers/ programmers: 58,340
As 26% of coders in the United States are women, 74% (100%-26%) of the coders are men.
Therefore, the total number of male coders = 74% * 58,340 = 43,172 

We found that the median age of developers in the United States is 39.8 years. And, 33.04% of software developers (applications & systems) and 37.56% of web developers are millennials (age 23-38). Another source we found estimates the average age of the developer to be 31.6 years. However, as we were unable the exact number of developers who are 18-34 years of age, we have assumed 50% of developers (age under 39.8 years) to be the target demographic (for the billboard advertisements). The demographic has been expanded to all male coders under the age of 40 (approx.). The expansion is supported based on the fact that 50% of the coders are under the age of 39.8 years and need to enhance skills to stay relevant (as much as those aged 18-34). As learning new things becomes tougher after 40, it is assumed that individuals will be more likely to enroll in courses to enhance their skills before they turn 40. Also, the expansion of the age range by 6 years does not change the characteristics of the demographic very significantly. 

Therefore, the number of male coders aged 40 years in Dallas = 50% * 43,172 = 21,586 (~21,500)

The population of Dallas is 1,345,047.
Coders/ developers under 40 years of age in Dallas = 21,586/ 1,345,047 = 1.6%
EXECUTIVESThe number of C-level IT executives managing a developer team in Dallas will be equal to the number of software/ information technology/ application /web development companies headquartered in Dallas. The total number of software/ information technology/ application /web development companies headquartered in Dallas is 625.  We used Crunchbase to determine the total number of companies in the space as it is a comprehensive database. Most of the developers/ coders (if not all) would be working for firms listed on Crunchbase. As most of the high-level executives are likely to be over the age of 40, we have not segregated the number by age--all those under the age of 40 are also likely to be decision makers. 

The percentage of women in IT leadership positions is 9%. Correspondingly, the number of men in IT leadership positions is 91%.

Therefore, the number of executive-level professionals in charge of IT teams in Dallas = 91%*625 = 569

The population of Dallas is 1,345,047.
The number of IT executive-level male professionals 40+ years of age in Dallas = 569/ 1,345,047 = 0.042%

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Seattle - Target Demographic: Where They Reside

There are an estimated 400 male executive-level IT professionals in Seattle, representing a negligible 0.0005% of the entire Seattle population (744,955 as of July 2018). We also estimate that there are 24,275 male software engineers and developers aged 18 to 34 years old working in Seattle, representing 0.032% of the Seattle population. 

INFORMATION TECHNOLOGY EXECUTIVES (MALE, 40+ YEAR OLD)There are 350 Information Technology companies in Seattle.
 Four out of five tech workers who moved into Seattle in the last decade were male (81%). 
Only 18 percent of new CEOs in Seattle in 2016 were women. 
Of the entire Seattle population, 28.2% were aged 35 to 54 years old.
Based on these data points, we estimated that there are 400 male executive-level IT professionals in Seattle.
These make up a negligible 0.0005% of the entire Seattle population. 
TECH WORKERS / SOFTWARE DEVELOPERS (MALE, 18-34 YEARS OLD)There were 90,000 software engineers working in Seattle in 2015 (latest estimate available).
In 2017, there were about 250,000 workers in technology-related jobs in Washington overall.
Of the entire Seattle population, 10.8% were aged 18 to 24 years old.
Those aged 25 to 34 years old made up 22.5% of the population. 
Applying the same percentage of male tech workers (81%) and the percentage of those aged 18 to 34 years old, we estimated that there are 24,275 male software engineers and developers aged 18 to 34 years old working in Seattle.
These represent 0.032% of the Seattle population. 
ADDITIONAL FINDINGSSeattle City's population reached 744,955 as of July 2018 according to the US Census.
Roughly half (49.8%) of the population were women. 
Seattle.gov reported that there were 15,488 persons working in Computer Systems Design and Related Services in 2017.
Those aged 35 to 54 years old made up the largest segment of the population (28.2%) followed by those aged 25 to 34 years old (22.5%).

RESEARCH STRATEGY AND CALCULATIONTo determine the concentration of the two targeted audiences in Seattle, we used several sources for triangulation including Crunchbase, NeighborhoodScout, and BizJournal among others. While we initially searched in official state and trade industry resources, we found neither precompiled information to answer the query nor relevant data points to triangulate the requested data. We searched in Seattle.gov where we found the 2017 count of workers under Computer Systems Design and Related Services but no distinction whether they were company executives, developers, or other types of workers. The US Census provided statistical demographic data for Seattle City such as population age breakdown but these were too broad (persons under 18 years, persons under 65 years, etc.) for our purposes. We also searched for trade industry sources such as the Seattle Executives Association for a listing of Information Technology companies but these showed limited data. Therefore, we opted to use several credible resources to determine the concentration of these two population segments. 

First, we used Crunchbase's count of Information Technology companies as these were available by location i.e. Seattle. Since large corporations vary in the number of executives, we assumed a conservative count of 5 executive level professionals in charge of IT teams per company. Then we applied the male percentage (81%) in the Crosscut article as we determined this to be more realistic concerning IT executives than the general demographic split of the population (50:50). This was also confirmed by recent news of just 18% of new CEOs in Seattle being female in recent years. Then we applied the population age breakdown provided by Neighborhood Scout to both population segments:

Seattle Area: 
350 IT companies x 5 executive level professionals x .81 (male percentage) x .282 (28.2% 35-54 age range) = 400 male executive-level IT professionals 
Percentage of Seattle population: 400 / 744,955 (Seattle population) = 0.0005%

We applied the same calculation for tech professionals, specifically software engineers as this is the nearest data point for Seattle. (We found another source stating that there are 250,000 tech workers but this was for Washington overall). Therefore:

Seattle:
90,000 x .81 (male percentage) x .333 (10.8%+22.5%, 18-24 and 25-34 age ranges respectively) = 24,275 software engineers/developers 
Percentage of Seattle population: 24275.7 / 744,955 (Seattle population) = 0.0325%

In conclusion, we determined the requested population segments using triangulation of relevant data with assumption from several sources. Using this assumption, we estimated 400 male executive-level IT professionals in Seattle. We also estimated that there are 24,275 male software engineers and developers aged 18 to 34 years old working in Seattle. 

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Atlanta- Target Demographic: Where They Reside

We estimated that there are around 16,500 employed men in Atlanta who are looking to enhance their coding skills; and, there are 882 C-level male executives in IT who are based in Atlanta.
FINDINGSThere are approximately 16,500 male developers in Atlanta under the age of 40. They make up 3.32% of Atlanta's population.
There are approximately 822 executive level/C-level male IT professionals in Atlanta. They make up 0.17% of Atlanta's population.
RESEARCH STRATEGYIn order to fulfill this request, we began by searching the Bureau of Labor Statistics (BLS) as it contains comprehensive labor-related information. However, though the BLS provides the number of coders and developers in Atlanta, it does not provide a breakdown by age and gender. Private labor-specific databases like Data USA also do not divulge any more information than what is published by the BLS. Next, we searched industry portals like Hire Women in Tech, Computer World, CIO.com, Hacker Rank, and Tech Beacon, but did not find any helpful information other than the sex-ratio among coders. Additionally, we also looked at websites of companies like Daxx and media portals such as Business Insider and CNBC, where we found the median age of coders in the United States and the sex ratio among IT leadership. None of the sources provided demographic information specifically for Atlanta--all data was for the US as a whole. Following this, we expanded the research time frame to 4 years, but that did not fetch any more information than we already had. Lastly, we use the data we had gathered to triangulate estimates:
CODERSComputer Programmers: 4,380 
Software Developers, Applications: 27,030 
Software Developers, Systems Software: 11,080 
Web Developers: 2,230 
Total number of developers/ programmers: 44,720 
As 26% of coders in the United States are women, 74% (100%-26%) of the coders are men.
Therefore, the total number of male coders = 74% * 44,720 = 33,093 

We found that the median age of developers in the United States is 39.8 years. And, 33.04% of software developers (applications & systems) and 37.56% of web developers are millennials (age 23-38). Another source we found estimates the average age of the developer to be 31.6 years. However, as we were unable the exact number of developers who are 18-34 years of age, we have assumed 50% of developers (age under 39.8 years) to be the target demographic (for the billboard advertisements). The demographic has been expanded to all male coders under the age of 40 (approx.). The expansion is supported based on the fact that 50% of the coders are under the age of 39.8 years and we are assuming they need to enhance skills to stay relevant (as much as those aged 18-34). As learning new things becomes tougher after 40, it is assumed that individuals will be more likely to enroll in courses to enhance their skills before they turn 40. Also, the expansion of the age range by 6 years does not change the characteristics of the demographic very significantly. 

Therefore, the number of male coders aged 40 years in Atlanta = 50% * 33,093 = 16,547 (~16,500)

The population of Atlanta is 498,044.
Coders/ developers under 40 years of age in Atlanta = 16,547/ 498,044 = 3.32%
EXECUTIVESThe number of C-level IT executives managing a developer team in Atlanta will be equal to the number of software/ information technology/ application /web development companies headquartered in Atlanta. The total number of software/ information technology/ application /web development companies headquartered in Atlanta is 903.  We used Crunchbase to determine the total number of companies in the space as it is a comprehensive database. Most of the developers/ coders (if not all) would be working for firms listed on Crunchbase. As most of the high-level executives are likely to be over the age of 40, we have segregated the number by age--all those under the age of 40 are also likely to be decision makers. 

The percentage of women in IT leadership positions is 9%. Correspondingly, the number of men in IT leadership positions is 91%.

Therefore, the number of executive-level professionals in charge of IT teams in Atlanta = 91%*903 = 822

The population of Atlanta is 498,044.
The number of IT executive-level male professionals 40+ years of age in Atlanta = 822/ 498,044 = 0.17%

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Atlanta - Major Tech Companies Locations And Commuter Traffic Areas

Five of the top technology companies in Atlanta are Equifax, Google, Blackrock, Amazon and Salesforce. Equifax, Google and Amazon are centrally located while Blackrock and Salesforce are situated in the northern part of the city. 
EquifaxEquifax's Atlanta office is located north of Midtown Atlanta, relatively central in relation to the overall city. 
The address for Equifax's Atlanta office is 1550 Peachtree St NW, Atlanta, GA 30309.
Equifax in Atlanta is accessible from Interstate 75 and Interstate 85. 
GoogleGoogle's Atlanta office is located in Midtown Atlanta at the center of the city. 
The address for Google's Atlanta office is 10 10th St NE, Atlanta, GA 30309
.

Google in Atlanta is accessible from Interstate 85.
BlackrockBlackrock's Atlanta office is located in the northern part of the city. 
The address for Blackrock's Atlanta office is 3455 Peachtree Rd NE, Atlanta, GA 30326.
Blackrock in Atlanta is accessible from Georgia State Highway 400. 
AmazonAmazon's Atlanta office is located north of Midtown Atlanta, relatively central to the city. 
The address for Amazon's Atlanta office is 271 17th St NW, Atlanta, GA 30363.
Amazon in Atlanta is accessible from Interstate 75 or Interstate 85. 
SalesforceSalesforce's Atlanta office is located in the northern part of the city.
The address for Salesforce's Atlanta office is 950 East Paces Ferry Rd NE #3300, Atlanta, GA 30326.
Salesforce in Atlanta is accessible from Georgia State Highway 400.
Research StrategyIn order to identify some top technology companies in Atlanta, our research team started by reviewing several lists of the top technology companies in Atlanta. We also reviewed some lists of the top companies in Atlanta in general, looking specifically for technology companies within these lists. We identified companies on the lists that are easily recognizable as technology companies. We then searched for their corporate locations in Atlanta. The addresses for several identified companies, including Cisco and Microsoft, were located outside of Atlanta city limits and were therefore eliminated. This strategy resulted in the list of 5 companies outlined above. We then compared their locations to a map of the Atlanta city limits to identify what part of the city they are located in and identified nearby highways or interstates for each one. 

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Seattle - Major Tech Companies Locations And Commuter Traffic Areas

Five major tech companies in Seattle are Amazon, F5 Networks, Zillow, Tableau Software, and Zulily. The companies are all located in the North of Seattle.
AMAZONThe address for Amazon's headquarters in Seattle is, 2127 7th Ave., Seattle, WA 98109, US
Amazon is located in the Northwest side of Seattle.
The headquarters are accessible by I-5 Express and highway 99.
F5 NETWORKSF5 Networks' Seattle address is, 401 Elliott Ave W, Seattle, WA 98119, US.
The headquarters are located on the North side of Seattle.
The office is accessed off highway 99.
ZILLOW GROUPZillow's headquarters are located in Downtown Seattle.
The address for Zillow is, 1301 Second Avenue, Floor 31, Seattle, Washington 98101, US.
Downtown Seattle and Zillow's offices are accessible by I-5 Express, highway 99, and highway 90.
TABLEAU SOFTWARETableau Software's headquarters are located at 1621 North 34th Street, Seattle, WA 98103, US.
The office is in the North of Seattle.
Tableau Software's office is accessible by highway 99 and I-5 Express. 
ZULILY Zulily's headquarters' address is, 2601 Elliott Avenue, Suite 200, Seattle, WA 98121, US.
The offices are on the Northwest side of the city.
Zulily's headquarters are accessible by highway 99. 
RESEARCH STRATEGYIn order to identify some top technology companies in Seattle, we reviewed several lists of the top technology companies in Seattle. We also reviewed some lists of the top companies in Seattle in general, looking specifically for technology companies within these lists. We identified companies on the lists that are easily recognizable as technology companies. We then searched for their corporate locations in Seattle. The addresses for several identified companies, including Expedia and Microsoft, were located outside of Seattle city limits and were therefore eliminated. This strategy resulted in the list of five companies outlined above. We then compared their locations to a map of the Seattle city limits to identify what part of the city they are located in and identified nearby highways or interstates for each one. 

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Dallas - Major Tech Companies Locations And Commuter Traffic Areas

The major tech companies in Dallas are Texas Instruments, Tellabs, Match Group, General Datatech, and TCS. The companies are located in the North and West regions of the city. The Interstate 635 highway, US highway 75, and Interstate 35E are potentially good locations to place a billboard ad for techies.
TEXAS INSTRUMENTSPart of the city: North Dallas 
Highway: US Highway 75/ Interstate 635 TEXpress
Address: Texas Instruments Incorporated, P.O. Box 660199, Dallas, TX 75266-0199
Number of employees: 12,100 in the Americas
Website can be found here.
TELLABSPart of the city: Far North Dallas
Highway: Dallas North Tollway (Toll road)/ President George Bush Turnpike (Toll road)
Address: 18583 North Dallas Parkway, Suite 200, Dallas, TX 75287
Total number of employees: 2,525 
Website can be found here.
MATCH GROUPPart of the city: North Dallas 
Highway: US Highway 75 
Address: 8750 North Central Expressway, Suite 1400, Dallas, TX 75231
Total number of employees: 1,500 
Website can be found here.
GENERAL DATATECHPart of the city: West Dallas 
Highway: Texas State Highway 183/ Interstate 35E
Address: GDT Innovation Campus, 999 Metromedia Place, Dallas, TX 75247 
Total number of employees: 700 
Website can be found here.
TCSPart of the city: Northwest Dallas 
Highway: Interstate 635 TEXpress/ Interstate 35E
Address: 3010 Lyndon B Johnson Fwy #400, Dallas, TX 75234, USA
Total number of employees: 3,500 in Houston & Dallas
Website can be found here.
RESEARCH STRATEGYIn order to identify major tech companies in Dallas, we first looked through multiple lists such as the Fortune 1000, Forbes Global 2000, and largest employers in Dallas. We were able to identify four Dallas-headquartered tech companies from the Fortune 1000 and Forbes Global 2000 lists. To identify the fifth company, we checked if the top software companies in the world that have an office in Dallas (but may be headquartered elsewhere). We found that TCS employs 3,500 people in Houston and Dallas. Although TCS is not headquartered in Dallas, the number of employees TCS has in Dallas is likely to be larger than other companies like General Datatech that are based out of Dallas. As the billboards ads will target techies in Dallas, a major tech company located in Dallas is understood to mean any company that employs many techies in Dallas. Also, Match Group is an internet company that develops and offers mobile and web applications. It hires coders/ techies to develop and manage the apps.

Unless mentioned otherwise, the number of employees is the total number of employees across all locations (not just Dallas).

Sources

From Part 01

Dallas-Fort Worth-Arlington, TX - May 2018 OES Metropolitan and Nonmetropolitan Area Occupational Employment and Wage Estimates

bls.gov

Number of C-level Executives

crunchbase.com

People Over 40: Learning And Memory | Testing Center | Sam Houston State University

shsu.edu

Hire More Women In Tech

hiremorewomenintech.com

Publication Year: 2019

Software Developer Statistics 2019: How Many Software Engineers Are in the US and in the World?

daxx.com

Publication Year: 2019

From Part 02

Seattle Information Technology Companies

crunchbase.com

Publication Year: 2019

Quotes

"Seattle Information Technology Companies Number of Organizations: 350 Categories : Information Technology"

Shocker: It’s Mostly Men Moving To Seattle For Tech Jobs

crosscut.com

Publication Year: 2018

Quotes

"For every four men who moved to Seattle for a tech job in the last decade, only one woman did, too, according to a recent analysis that looked at the trend of tech transplants nationwide."
"Among those relocating to Seattle, they found almost 81 percent were men."

Editor's Notebook: 18 Percent Of New Seattle-Area CEOs In 2016 Were Women

bizjournals.com

Publication Year: 2017

Seattle, WA Demographics and Population Statistics | NeighborhoodScout

neighborhoodscout.com

Publication Year: 2019

Quotes

"35-54 (years old) 28.2%"
"18-24 (years old) 10.8%"
"25-34 (years old) 22.5%"

OPCD Citywide Employment | Seattle.gov

seattle.gov

Publication Year: 2014

Quotes

"(p.9) Computer Systems Design and Related Services: 15,488 (2017)"

U.S. Census Bureau QuickFacts: Seattle City, Washington

census.gov

Publication Year: 2018

Quotes

"Population estimates, July 1, 2018 - 744,955 "
"Female persons, percent - 49.8%"

Seattle Area Has More Software Engineers Than San Francisco, Tech Group Finds

bizjournals.com

Publication Year: 2015

Quotes

"The Seattle area is home to 90,000 software engineers — about 10 percent more than in the San Francisco metro area, according to the WTIA's Information and Communication Technology study, which used data from the Bureau of Labor Statistics, Washington State Employment Security Department and other sources."
"The Seattle area is home to more software engineers than San Francisco, according to an analysis from the state's top tech trade group and most-active venture firm."
"Madrona Venture Group and the Washington Technology Industry Association this week released a map – called the 2015 Seattle Tech Universe – to put in visual form the relationships between technology companies in the region."

Silicon Valley Techies Are Fleeing To Seattle

cnbc.com

Publication Year: 2017

Quotes

"There are now 250,000 people working in technology-related jobs in the state of Washington, according to the Washington Technology Industry Association (WTIA), which says the industry is growing at about 10 percent per year. "
"In Seattle, many of these software engineers, developers and data scientists are working for the two local tech giants, Amazon and Microsoft; the satellite offices of Silicon Valley-based companies like Alphabet and Facebook, which now employs about 1,000 people in the city; as well as a range of startups that collectively raised $583 million from investors last year, according to CB Insights."

From Part 03

Atlanta-Sandy Springs-Roswell, GA - May 2018 OES Metropolitan and Nonmetropolitan Area Occupational Employment and Wage Estimates

bls.gov

Hire More Women In Tech

hiremorewomenintech.com

Publication Year: 2019

Quotes

"Women account for only 26% of all American coders"

Software Developer Statistics 2019: How Many Software Engineers Are in the US and in the World?

daxx.com

Publication Year: 2019

Quotes

"According to datausa.io, the median software, applications & systems software developer age in the US is 39.8, and male employees are generally 0.507 years younger than female."