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.
- There 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.
In 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:
Computer 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%
The 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%