Demographics of our Users

Last week we looked at the demographics for all Kansans. This week we are comparing that information with the results of our recent statewide telephone survey. Nearly 30 percent of the survey participants were clients or users of K-State Research and Extension. That is the group which we will be looking at first.

Location. According to the 2007 survey, most of our users are rural, with 44.1 percent of users consider themselves to live in a rural area. Urban areas accounted for 27 percent of the users, and 28.9 percent considered their home to be a suburban area.

Age. According to that same survey, our users tend to be older than the general population. The age classification breaks down as follows:
2.73 percent – 19-23 years old
12.93 percent - 24-44 years old
21.77 percent - 45-54 years old
29.25 percent - 55-64 years old
33.33 percent - 65 and older


Ethnicity: According to our research, 99.3 percent of our users classify themselves as white, non-Hispanic. The remaining 0.7 percent of survey participants refused the question. We realize that, in fact, not all of our users are white, non-Hispanic. If we look at the demographics of all participants in the survey (the 70.3 percent who have never used K-State Research and Extension), they classify themselves as 93.2 percent white, non-Hispanic; 3.1 percent black or African American; 1.4 percent Hispanic or Latino; 1.0 percent Asian; 0.6 percent American Indian or Alaska Native; 0.2 percent two or more races, and 0.6 percent refused the question.

By comparing the U.S. Census data on all Kansans to the data we have about our users, there are a few glaring trends. Our users skew more rural, older, and less diverse than Kansas as a whole. That is why our five year marketing plan for K-State Research and Extension will be targeting residents of urban areas, young adults age 24 to 44, and ethnic minorities.

Demographics of our Users