DiabetesRiskFactors
CommunityProfile
Washtenaw
December2013
Prepared By: The Directors of Health Promotion and Education TableofContents
TargetPopulation....................................................................................................................................................................1
LocationofPeoplewithDiabetesRiskFactors...............................................................................................................................4
Marketing....................................................................................................................................................................................5
Maps.............................................................................................................................................................................................8
DemographicandSocioeconomicStatusAssociatedwithHigherRiskofDiabetes..........................................8
BehaviorsAssociatedwithHigherRiskofDiabetes....................................................................................................14
UnderstandingtheBuiltEnvironment...........................................................................................................................................18
MapsofFarmer’sMarkets....................................................................................................................................................19
LargeEmployers.....................................................................................................................................................................20
Appendix1:ProjectandTechnicalNotes......................................................................................................................................21
Appendix2:EnhancedDemographics........................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix2Demographics”
Appendix3:TargetConcentrationReports..............................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix3TargetConcentrationReports”
Appendix4:MediaProfiles...............................................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix4MediaProfiles”
Appendix5:SelectDemographicsbyZipCode.........................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix5DemographicsbyZipCode”
Appendix6.1:BehaviorsAssociatedwithHigherRiskofDiabetesbyZipCode.........................AppendixtooLarge
SeeExcelWorkBook“Appendix6.1BehaviorsAssociatedwithHigherRiskofDiabetesbyZipCode”
Appendix6.2:BehaviorsAssociatedwithHigherRiskofDiabetesbyCensusTract................AppendixtooLarge
SeeExcelWorkBook“Appendix6.2BehaviorsAssociatedwithHigherRiskofDiabetesbyCensus
Tracts”
Appendix7:ListofSelectBusinesses...........................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix7Businesses”
Appendix8:ListofLargeBusinesses..................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix8LargeBusinesses”
TheNationalAssociationofChronicDiseaseDirectors(NACDD)hascontractedwiththeDirectors
ofHealthPromotionandEducation(DHPE)toprovidethefollowingdataandrecommendationsto
identify:
 targetaudiencesfortheDiabetesPreventionPrograms(DPP)
 howtoreachthetargetaudience
 healthcarefacilitiesintheareathatcanrefertoDPPs.
 locationsofselectbusinessthatmaybeusefulinpromotingDPPs
ThisreportusesPRIZMsegmentdescriptionstodeterminewherepeopleatriskfordiabetesmay
belocated.Eachsegmenthasuniquedemographicdescriptionsbasedonincome,lifestage,age
range,presenceofchildreninthehousehold,homeownership,employment,education,andrace
andethnicity;thereare66PRIZMsegments.Basedonthesegmentprofilesthefollowingquestions
canbeexamined:
 Whereisthetargetpopulationlocated?
 Howwouldyoureachthem?
 Whatelseisinthearea?
TargetPopulation
Approximately29,0001prediabeticadults21yearsoldandolderliveinWashtenawCounty.
Approximately50%ofadults65andolderareestimatedtohaveprediabetes.1Peoplewith
prediabeteshaveanincreasedriskofdevelopingtype2diabetes,heartdisease,andstroke.Studies
haveshownthatpeoplewithprediabeteswholoseweightandincreasetheirphysicalactivitycan
preventordelaytype2diabetesandinsomecasesreturntheirbloodglucoselevelstonormal.
Ifthemodifiableriskfactorsfortype2diabetes(beingoverweightorobeseandphysicalinactive)
continuetoincrease,sowilltheprevalenceoftype2diabetes.Theadultobesityprevalencein
Michiganincreasedfrom18.2to31.7percentbetween1995and2010.2
IndividualsatgreatestriskofdevelopingdiabetesinMichiganare:
 AfricanAmericans
 Individualswithnocollegeeducation
 Householdsthatearnlessthan$25,000peryear
Table1providesasummaryofsomeofthedemographicfactorsassociatedwithahigherriskof
developingdiabetes.Appendix2containsadetailedreportofdemographicsandhousehold
characteristicsfortheareasofinterest.
1Estimateisbasedonmultiplyingthepopulationforthose21yearsoldandolderby35%.Theestimatednumberof
personswithprediabeteswascalculatedbyapplyingthenationalestimateofprediabetesfromNHANESIIItothe2013
populationestimateforadultsaged21yearsandolderinthegeographyofinterest.Thisisthesamemethodologyaswas
usedintheCentersforDiseaseControlandPrevention.Nationaldiabetesfactsheet:nationalestimatesandgeneral
informationondiabetesandprediabetesintheUnitedStates,2011.Atlanta,GA:U.S.DepartmentofHealthandHuman
Services,CentersforDiseaseControlandPrevention,2011.Availableat:
http://www.cdc.gov/diabetes/pubs/pdf/ndfs_2011.pdf.
2MichiganBehavioralRiskFactorSurveillanceSystem,1995‐2010.Availableathttp://apps.nccd.cdc.gov/BRFSS. 1 | P a g e Table1Demographic
AnnArbor
TotalPopulation
Age
<21yearsold
21‐44
45‐64
65‐84
85+
Race
White
BlackorAfricanAmerican
AmericanIndianandAlaskaNative
Asian
NativeHawaiianandOtherPacificIslander
SomeOtherRace
TwoorMoreRaces
Ethnicity
Hispanic
NotHispanic
HouseholdIncome
Average
Median
72.88%
7.35%
0.26%
14.73%
0.03%
1.03%
3.71%
Washtenaw
County
351,598
28.13%
35.41%
25.18%
9.85%
1.43%
73.88%
12.73%
0.33%
8.19%
0.04%
1.27%
3.55%
4.26%
95.74%
4.32%
95.68%
$75,158
$78,405
$58,514
$50,554
$57,065
$43,691
115,170
28.06%
42.72%
19.05%
8.70%
1.47%
Michigan
9,862,679
27.69%
29.70%
27.87%
12.69%
2.05%
78.56%
14.21%
0.64%
2.56%
0.03%
1.57%
2.43%
4.69%
95.31%
30.40%
49.74%
74.90%
Population25andolderwithlessthana
four‐yearcollegedegree
Comparedtothestate,WashtenawCountyhasayoungerpopulation,ahighermedianincome,and
fewerpeoplewithlessthanafour‐yearcollegedegree.Thissuggeststhatthepopulationthatlives
inWashtenawCountymaybeatlowerriskofdevelopingdiabetescomparedtothestateasawhole.
2 | P a g e Map1showsWashtenawCounty.
ThereisoneFederallyQualifiedHealthCenters(FQHC)andoneYMCAinWashtenawCounty.
3 | P a g e LocationofPeoplewithDiabetesRiskFactors
Thetargetpopulationisindividualswithriskfactorsfordiabetes.Thetargetpopulation
wasdeterminedusingthedemographicdescriptionandlifestylepreferencesofeachPRIZM
segmentfoundinWashtenawCounty.Segmentswithdemographiccharacteristicsassociated
withahigherprevalenceofdiabeteswerecombinedtoformaprofile.Thedemographic
andsocioeconomiccharacteristicsincludedare:



EducationAttainment:lessthanafour‐yearcollegedegree
HouseholdIncome:$50,000orlessperyear
Age:segmentagerangesthatoverlappedorcontainedtheagegroupof45to84yearolds
BasedonthesethreecharacteristicsthefollowingPRIZMsegmentswerefoundtobeathighriskof
developingdiabetes:38,39,40,41,42,43,44,45,46,48,49,52,53,54,55,56,57,58,59,60,61,64,65,66.
Thereare66PRIZMsegments.Ingeneral,asthesegmentnumberincreases,thesocioeconomic
statusdecreases.Asmentionedpreviously,eachsegmenthasauniquedemographicand
socioeconomicdescriptionbasedonseveralindicatorsincludingincome,lifestage,agerange,
presenceofkidsinthehousehold,homeownership,employment,education,andraceandethnicity.
Foradetaileddescriptionofeachsegment,visit
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&id1=1027&id2=&webid=1
Toverifythatthesesegmentsalsohadhigh‐
risklifestylebehaviorsthatcouldleadto
diabetesadditionalanalysesexaminedtheir
likelihoodofbeingphysicallyactive,
consumingfruitsandvegetables,and
watchingover20hoursoftelevisionper
week.Itwasfoundthatthesesegments
wereamongtheleastlikelytobephysically
activeandtoconsumefruitsandvegetables,
andamongthemostlikelytowatchmore
than20hoursoftelevisionperweek.
Map2.1showstheconcentrationofthe
targetsegmentswithineachzipcodein
WashtenawCountyandMap2.2showsthe
concentrationwithineachcensustract;the
darkertheorangethehigherthe
concentrationofthetargetsegments.
Appendix3providesalistofallthezip
codesandcensustractsinWashtenaw
Countyandthenumberofhouseholdsthat
areathighriskofdevelopingdiabetes.
ThezipcodeswithinWashtenawCounty
where25%ormorehouseholdshaveone
ormoreadultsthatfitthisprofileare48198
and48108.
Takingacloserlookatthecensustractsin
theseareasmayhelpnarrowhighestriskareasfurther.
4 | P a g e Marketing3
Belowarewaystoreachyourtargetaudience.Therearedescriptionsofhowoftenandthetypesof
print,radio,andtelevisionstationstheyread,listento,andwatch.Forradioandtelevision,the
timesanddaysoftheweektheaudienceismostlikelytolistentoorwatcharelistedaswell.
SeeAppendix4fordetailedtablesandinformationforthesourceinformationthedescriptions
belowarebasedon.Themajorityoffindingsarebasedonthenumberofadultsper100
households.Forthesefindings,itispossibletohavemorethan100adultsper100householdsas
multipleadultscanliveinahousehold.Afewofthefindingsarebasedonhouseholdconsumption,
forthesefindingsthenumberofhouseholdscannotexceed100.
PrintMediaProfile:
AmongthesegmentsathighriskfordiabetesthatliveinWashtenawCounty:
 Over60adultsper100householdsinthetargetPRIZMsegmentsreadtheSunday
newspaper,women’smagazines,andgeneraleditorials.
 Approximatelythe77adultsper100householdsreportfrequentlyreadingthenewspaper;
however,84adultsper100householdsreportreadingthenewspaperinfrequently.
 Approximately69adultsper100householdsreportreadingtheSundaynewspaperand56
adultsper100householdsreportreadingthedailynewspaper.
Ifusingprintmediaasamethodforreachingthetargetpopulation,theSundaynewspaperhasthe
mostreach.
RadioMediaProfile:
AmongthesegmentsathighriskfordiabetesthatliveinWashtenawCounty:
 Approximately86adultsper100householdslistentotheradiolessthan20hoursaweek;
however,74adultsper100householdslistentotheradiomorethan15hoursaweek.
 Thehighestnumberofadultsper100householdslistenstotheradioMondaythrough
Fridayfrom6a.m.to10a.m.,andSaturdayandSundayfrom10a.m.to3p.m.
 Themostfrequentlylistenedtoradiostationsarecountryradiostationsandurban
contemporaryradiostations.
Ifusingradiomediaasamethodforreachingthetargetpopulation,thebesttimeofdayis6a.m.to
10a.m.MondaythroughFridayoncountryradiostationsandurbancontemporaryradiostations.
3MarketingProfileisbasedonthePRIZMsegmentsthatareleastlikelytoreportexercising:segments26,31,38‐40,42‐
49,and52‐66.Thereare66PRIZMsegmentsthehigherthenumberthelowerthesocial‐economicstatus.Thesegments
aredefinedbasedonacombinationofhouseholdcharacteristics(e.g.,presenceofkids),demographiccharacteristics,and
economiccharacteristics.Nielsen’ssegmentationsystemhasbeentestedandverifiedinvarioussettingsandgeographic
locations.TheselectedmarketingavenueswereselectedbasedbothonahighMarketPotentialIndexaswellasthe
numberofpeoplethatcouldbereached.
5 | P a g e TelevisionMediaProfile:
Notethisprofilecapturesusageofspecificchannelsifyouwanttoknowtheshowswatchedor
frequencyofviewingdifferentshows,letDHPEknow,andadditionalanalysiscanberun.
AmongtheSegmentsatHighRiskforDiabetesthatliveinWashtenawCounty:
 Over99adultsper100householdswatch24hoursormoreoftelevisionperweek.
 Over80adultsper100householdsaverageatleastahalfhouroftelevisionbetween8p.m.
and11p.m.,7:30p.m.and8p.m.,and7p.m.‐7:30p.m.MondaythroughFriday.Weekend
viewingduringthesetimesisaround75adultsper100households.
 Approximately77%ofhouseholdssubscribetocableorsatellitetelevision.
Ifusingtelevisionmediaasamethodforreachingthetargetpopulation,thebesttimeofdayis7
p.m.‐11p.m.MondaythroughFriday.
InternetMediaProfile:
AmongtheSegmentsatHighRiskforDiabetesthatliveinWashtenawCounty:
 Over107adultsper100householdsusetheinternet0to17timespermonth.
 Approximately60%owntheirowncomputer.
 Approximately53adultsper100householdsusetheinternetfrequently–28ormoretimes
permonth.
 Justoverhalfofhouseholds(51%)haveaccesstotheinternetathome.
 Approximately23adultsper100householdsusetheinternetviaacellphoneorsmart
phone.
Ifusingtheinternetasamethodforreachingthetargetpopulationkeepinmindthatjustoverhalf
ofthetargetsegmenthasaccesstotheinternetathome.Internetuseformostusersinthetarget
segmentsislow.
AttitudeTowardsMedia:
Over60usersper100householdsinthetargetpopulationfeelmagazines,newspapers,radio,and
televisionadsgiveusefulinformation.Thetargetsegmentsaremorelikelytoagreethattelevision
isthemosttrustedmedia. GroceryShoppingHabits
Over90usersper100householdsinthetargetsegmentsgroceryshopataWalmartSupercenteror
similarstore(e.g.MeijerorTargetSuperStore). Approximately40usersper100householdsinthetargetsegmentsdotheirgroceryshopping
withinfivemilesoftheirhome.
RetailerandShoppingHabits:
WalmartandTargetappeartobethestoresthatthetargetsegmentsshopatmostoften.Meijerwas
notincludedinthesurveybutsinceithassimilarattributesasWalmartandTarget,itwouldhave
likelyrankedhighamongthestoresmostfrequented.
6 | P a g e Restaurants:
McDonaldsandBurgerKingarethetwofastfoodrestaurantswherethehighestnumberofusers
perhouseholdfrequent.However,thetargetsegmentsarelesslikelytofrequenttheserestaurants
comparedtoallsegments.
7 | P a g e Maps
Thefollowingmapsmaybeusefulinprogramplanningeffortstoidentifypotentialtargetareas.
Maps3.1through8.3highlightgeographicareaswithdemographicandsocioeconomicstatusdata
thatareassociatedwithahigherriskofdevelopingdiabetes.Maps9.1through12.2highlights
geographicareaswherehealthbehaviorsareexhibitedthatareassociatedwithhigherriskof
developingdiabetes.Appendix5containsthedemographicandsocioeconomicstatusdata
providedinMaps3.1through8.3.Appendix6.1‐6.2containsthehealthbehaviordataprovided
inMaps9.1through12.2.
DemographicandSocioeconomicStatusAssociatedwithHigherRiskofDiabetes
Map3.1showsthepercent
offamilieslivingbelow
povertybyzipcode.Thezip
codesinredhavethe
highestpercentoffamilies
livingbelowpoverty,
between16.3%and21.1%.
Atleast15%ofthefamilies
inzipcodes48109and
48198arelivingbelow
poverty.
Map3.2showsthepercent
offamilieslivingbelow
povertybycensustract.
Map3.3showsthenumber
offamilieslivingbelow
poverty.
8 | P a g e Map4.1showstheaverage
annualhouseholdincome
andpercentofadults25
andolderwhohaveless
thanafour‐yearcollege
degreebyzipcode.The
areaswiththedarkest
bluish‐greencolorhavethe
lowestaveragehousehold
income,andtheareaswith
thedarkestlineshavethe
highestpercentofadults
withoutafour‐yearcollege
degree.
Thezipcode48109hadan
averagehouseholdincome
lessthan$35,000peryear.
Atleast80%ofadults25
yearsoldandolderhave
lessthanafour‐yearcollege
degreeinzipcodes49285
and49229.
Map4.2showstheaverage
annualhouseholdincome
andpercentofadults25
andolderwhohaveless
thanafour‐yearcollege
degreebycensustract.
9 | P a g e Map5.1showsthepercent
ofthepopulationthatis
Hispanicbyzipcode.Asthe
bluecolordarkens,the
percentofthepopulation
thatisHispanicincreases.
Atleast5%ofthe
populationisHispanicin
thefollowingzipcodes:
48108,48197and48160.
NationallyHispanicshavea
higherriskofdeveloping
diabetes.
Map5.2showsthepercent
ofthepopulationthatis
Hispanicbycensustract.
Map5.3showsthenumber
ofHispanics.
10 | P a g e Map6.1showsthepercent
ofthepopulationthatis
AfricanAmericanbyzip
code.Astheredcolor
darkens,thepercentofthe
populationthatis,African
Americanincreases.
Atleast15%ofthe
populationisAfrican
Americaninthefollowing
zipcodes:48198,48197,
48111and48108.
Map6.2showsthepercent
ofthepopulationthatis
AfricanAmericanbycensus
tract.
Map6.3showsthenumber
ofAfricanAmericans.
11 | P a g e Map7.1showsthepercent
ofthepopulation45
through64yearsoldbyzip
code.Astheorangecolor
darkens,thepercentofthe
populationthatisbetween
45and64yearsold
increases.
Atleast34%ofthe
populationis45to64years
inthefollowingzipcodes
48158,48169and48137.
Map7.2showsthepercent
ofthepopulation45
through64yearsoldby
censustract.
Map7.3showsthenumber
ofadults45through64
yearsold.
12 | P a g e Map8.1showsthepercent
ofthepopulation65years
oldandolderbyzipcode.As
theorangecolordarkens,
thepercentofthe
populationthatis65years
oldandolderincreases.
Atleast15%ofthe
populationis65yearsold
andolderinthefollowing:
48118,48170,48167,
48158,48168and49287.
Map8.2showsthepercent
ofthepopulation65years
oldandolderbycensus
tract.
Map8.3showsthenumber
ofadults65yearsoldand
older.
13 | P a g e BehaviorsAssociatedwithHigherRiskofDiabetes
Maps9.1and9.2showthe
likelihoodadultshave
healthinsurancebyzipcode
andcensustractcompared
totheaverageadultwithin
WashtenawCounty.The
darkerthebluetheless
likelytheyaretoreport
havinghealthinsurance.
MarketPotentialIndex
(MPI)iscalculatedbasedon
thenumberofusersper100
householdsineachzipcode
orcensustractdividedby
numberofusersper100
householdsinthe
geographicareaofinterest
times100.Itindicatesthe
likelihoodthathouseholds
inazipcodeorcensustract
aretodisplaythebehavior
ofinterestcomparedtothe
averageforthegeographyof
interest.AnMPIoflessthan
100indicatestheyareless
likelytodisplaythe
behaviorofinterest.AnMPI
greaterthan100indicates
theyaremorelikelyto
displaythebehaviorof
interest.AnMPIof100
indicatesthattheyareas
likelytodisplaythe
behaviorofinterestasthe
averagehouseholdinthe
geographyofinterestis.
ThebehaviorofinterestinMaps9.1and9.2ishavinghealthinsuranceandthegeographyof
interestisWashtenawCounty.Thezipcodeswiththedarkestbluecolorare15%lesslikelytohave
insuranceascomparedtotheaverageuserforWashtenawCounty,andthezipcodeswiththe
lightestblueshadingare18%morelikelytohaveinsuranceascomparedtotheaverageuserfor
WashtenawCounty.Thecensustractwiththedarkestbluecolorare34%lesslikelytohave
insuranceascomparedtotheaverageuserforWashtenawCounty,andthecensustractwiththe
lightestblueshadingare27%morelikelytohaveinsuranceascomparedtotheaverageuserfor
WashtenawCounty.
14 | P a g e Maps10.1and10.2show
thelikelihoodhouseholds
consumemoreorlessfresh
fruitsandvegetablesper
monthbyzipcodeand
censustractascomparedto
theaveragehouseholdin
WashtenawCounty.The
darkerthegreentheless
likelythehouseholdsareto
consumeasmuchfresh
fruitsandvegetablesasthe
averagehouseholdin
WashtenawCounty.
MarketDemandIndex
(MDI)iscalculatedbasedon
theaverageconsumption
perhouseholdineachzip
codecompared
totheaverageconsumption
inthegeographyofinterest.
Itindicatesthelikelihood
thathouseholdsinazip
codeorcensustracthavea
higherorlowerdemand(or
rateofconsumption)fora
particularproduct
comparedtotheaveragefor
thegeographyofinterest.
AnMDIoflessthan100
indicateshouseholdsare
lesslikelytoconsumethe
productofinterest.AnMDI
greaterthan100indicates
householdsaremorelikely
toconsumetheproductof
interest.AMDIof100indicatesthattheyareaslikelyto
consumetheproductofinterestastheaveragehouseholdinthegeographyofinterest.
TheproductofinterestinMaps10.1and10.2ispoundsoffreshfruitsandvegetablesconsumed
permonthperhouseholdandthegeographyofinterestisWashtenawCounty.Thezipcodesof
darkestgreenare16%lesslikelytoconsumefreshfruitsandvegetablesascomparedtothe
averagehouseholdinWashtenawCounty,andthezipcodeswiththelightestyellow‐greenshading
are12%morelikelytoconsumefreshfruitsandvegetablesascomparedtotheaveragehousehold
inWashtenawCounty.Thecensustractsofdarkestgreenare28%lesslikelytoconsumefresh
fruitsandvegetablesascomparedtotheaveragehouseholdinWashtenawCounty,andthecensus
tractswiththelightestyellow‐greenshadingare19%morelikelytoconsumefreshfruitsand
vegetablesascomparedtotheaveragehouseholdinWashtenawCounty.
15 | P a g e Maps11.1and11.2show
thelikelihoodadultsin
exercise2ormoretimesper
weekathomebyzipcode
andcensustractcompared
totheaverageuserin
WashtenawCounty.The
darkerthepurpletheless
likelytheyaretoreport
exercising2ormoretimes
perweek.
MarketPotentialIndex
(MPI)iscalculatedbasedon
thenumberofusersper100
householdsineachzipcode
orcensustractdividedby
numberofusersper100
householdsinthe
geographicareaofinterest
times100.Itindicatesthe
likelihoodthathouseholds
inazipcodeorcensustract
aretodisplaythebehavior
ofinterestcomparedtothe
averageforthegeography
ofinterest.AnMPIofless
than100indicatestheyare
lesslikelytodisplaythe
behaviorofinterest.AnMPI
greaterthan100indicates
theyaremorelikelyto
displaythebehaviorof
interest.AnMPIof100
indicatesthattheyareaslikelytodisplaythebehaviorofinterestastheaveragehouseholdinthe
geographyofinterest.
ThebehaviorofinterestinMaps11.1and11.2isexercisingtwomoretimesperweekathomeand
thegeographyofinterestisWashtenawCounty.Thedarkestpurplezipcodesare15%lesslikely
toexercise2ormoretimesperweekathomeascomparedtotheaverageadultinWashtenaw
County,andthezipcodeswiththelightestpurpleshadingare20%morelikelytoexercise2or
moretimesperweekathomeascomparedtotheaverageadultinWashtenawCounty.Thedarkest
purplecensustractare37%lesslikelytoexercise2ormoretimesperweekathomeascompared
totheaveragecensustractinWashtenawCounty,andtheareaswiththelightestpurpleshading
are35%morelikelytoexercise2ormoretimesperweekathomeascomparedtotheaverage
adultinWashtenawCounty.
16 | P a g e Maps12.1and12.2show
thelikelihoodadultswatch
45ormorehoursof
televisionperweekbyzip
codeandcensustract
comparedtoWashtenaw
County.Theredareasare
morelikelytoreport
watching45ormorehours
oftelevisionperweek.
MarketPotentialIndex
(MPI)iscalculatedbasedon
thenumberofusersper100
householdsineachzipcode
orcensustractdividedby
numberofusersper100
householdsinthe
geographicareaofinterest
times100.Itindicatesthe
likelihoodthathouseholds
inazipcodeorcensustract
aretodisplaythebehavior
ofinterestcomparedtothe
averageforthegeography
ofinterest.AnMPIofless
than100indicatestheyare
lesslikelytodisplaythe
behaviorofinterest.AnMPI
greaterthan100indicates
theyaremorelikelyto
displaythebehaviorof
interest.AnMPIof100indicatesthattheyareaslikelytodisplaythebehaviorofinterestasthe
averagehouseholdinthegeographyofinterest.
ThebehaviorofinterestinMaps12.1and12.2iswatching45ormorehoursoftelevisionper
weekandthegeographyofinterestisWashtenawCounty.Theredzipcodesare15%morelikely
towatch45ormorehoursoftelevisionperweekascomparedtotheaverageuserhouseholdin
WashtenawCounty,andthezipcodesinlightblueare17%lesslikelytowatch45ormorehoursof
televisionperweekascomparedtotheaveragehouseholdinWashtenawCounty.Theredcensus
tractsare28%morelikelytowatch45ormorehoursoftelevisionperweekascomparedtothe
averageuserhouseholdinWashtenawCounty,andthecensustractsinlightblueare28%less
likelytowatch45ormorehoursoftelevisionperweekascomparedtotheaveragehouseholdin
WashtenawCounty.
17 | P a g e UnderstandingtheBuiltEnvironment
Table2belowprovidesalistofthenumberofcertaintypesofbusinesseslocatedinWashtenaw
County.TheNorthAmericanIndustryClassificationSystem(NAICS)codeswereusedtoidentify
businesses.ThefollowingNAICScodeswereused:
 621111
MedicalOffices(exceptMentalHealthSpecialist)
 445120
Conveniencefoodstores
 447110
Gasolinestationswithconveniencestores
 445110
Grocerystores
 813110
Churches
 722511‐722515
Restaurants
 722515
Coffeeshops
 812112‐812113
BeautySalons
 611110
ElementaryandSecondarySchools
 713940
FitnessCenters
Appendix7providesalistofeachofthesetypesofbusinessesthatareinWashtenawCounty.
Table2.NumberofSelectTypesofBusinesseswithintheWashtenawCounty
NumberofBusinesses
MedicalOffices(exceptMentalHealth
350
Specialist)*
FederallyQualifiedHealthCentersǂ
1
Farmer’sMarkets
13
GroceryStores
79
Churches
353
ElementaryandSecondarySchools
159
YMCA
1
FitnessCenters
73
SeniorCenters
19
*Thisincludesdermatologists,cardiologist,andotherspecialtyofficesinadditiontoprimarycareoffices.
Duetochangesincoding,itisnoteasytoseparatethetypeofmedicalofficebasedontheNAICScodes.
Also medical offices are listed multiple times because each provider can register themselves as a
business.Attemptsweremadetode‐duplicatethenumberbasedonthestreetaddress.However,all
listingsareprovidedinAppendix7.
ǂHealthResourceandServiceAdministrationDataWarehouse
http://datawarehouse.hrsa.gov/Download_HCC_LookALikes.aspx.AccessedMarch8,2013
18 | P a g e Farmer’sMarkets
Map13showsthelocationsoffarmer’smarketsthroughoutWashtenawCounty.
19 | P a g e LargeEmployers
Table3belowprovidesalistofbusinessthathave500ormoreemployeeswithinWashtenaw
County.Businesseswithmultiplelocationsmayhaveregisteredthenumberofemployeesforeach
locationORthenumberforalllocations.(e.g.,McDonald'smightsayithas10,000employees
becausealllocationscombinedhave10,000).Appendix8providesalistofallbusinesses,large
employers,andbusinesswithmultiplelocations.Thebusinesslistsmaycontainthesamebusiness
multipletimesforseveralreasons:1)theyhavemultiplelocations,2)differentspellingsofthe
samebusinesswereregisteredwiththesameaddress,3)thebusinessisregisteredundermore
thanoneNASICcode,and4)itwasregisterwiththesamenamemorethanonceorwithadifferent
employeesize.
Table3.LargeEmployerswithinWashtenawCounty
CompanyName
Address
City/State
ZipCode
UNIVERSITYOFMICHIGAN
1011NUNIVERSITYAVE
AnnArbor,MI
48109
UNIVOFMICHIGANMEDSCHOOL
1301CATHERINEST#4101
AnnArbor,MI
48109
UNIVERSITYOFMIDIV‐AUDIOLOGY
1500EMEDICALCENTERDR#6303
AnnArbor,MI
48109
UNIVERSITY‐MICHIGANPATHOLOGY
1301CATHERINEST#4213
AnnArbor,MI
48109
UNIVERSITYOFMI‐ANNARBOR
1032GREENEST
AnnArbor,MI
48109
EDWARDSBROTHERSMALLOYINC
2500SSTATEST
AnnArbor,MI
48104
PROQUESTLLC
789EEISENHOWERPKWY
AnnArbor,MI
48108
THOMSONREUTERS
777EEISENHOWERPKWY#1000
AnnArbor,MI
48108
AMICAINSURANCE
777EEISENHOWERPKWY#760
AnnArbor,MI
48108
DOMINO'SPIZZAINC
30FRANKLLOYDWRIGHTDR
AnnArbor,MI
48105
WASHTENAWCOMMUNITYCOLLEGE
4800EHURONRIVERDR
AnnArbor,MI
48105
ANNARBORHEMATOLOGY‐ONCOLOGY
5301MCAULEYDR#C139
Ypsilanti,MI
48197
STJOSEPHMERCYREICHERTHLTH
5333MCAULEYDR#1010
Ypsilanti,MI
48197
EASTERNMICHIGANUNIVERSITY
1000COLLEGEPL
Ypsilanti,MI
48197
AUTOMOTIVECOMPONENTSHOLDINGS
7700EMICHIGANAVE
Saline,MI
48176
CHELSEAORTHOPEDICSPECLSTS
14800EOLDUSHIGHWAY12
Chelsea,MI
48118
CHELSEACOMMUNITYHOSPITAL
775SMAINST
Chelsea,MI
48118
CHELSEAPROVINGGROUNDS
3700SMISTATEROAD52
Chelsea,MI
48118
CHRYSLERPROVINGGROUNDS
3700SMISTATEROAD52
Chelsea,MI
48118
THOMSONREUTERS
7322NEWMANBLVD
Dexter,MI
48130
PALLLIFESCIENCES
600SWAGNERRD
AnnArbor,MI
48103
20 | P a g e Appendix1:ProjectandTechnicalNotes:
BehavioralRiskFactorSurveillanceSystem(BRFSS)isaprimarysourceofdiabetesdataatthe
countyandstatelevelforlocalhealthdepartmentsandotheragencies.Throughagrantaward,
fromNACDDtheDirectorsofHealthPromotionandEducation(DHPE)isabletoofferdataand
analysisatsmallerunitsofgeographythroughadatabasemaintainedbytheNielsenCompany.
TechnicalBackground
Nielsenisaglobalmarketingandadvertisingresearchcompanythatofferssoftwaretobusinesses
andgovernmentagenciesthroughtwosoftwareprograms:ConsumerPointandPrimeLocation.
Nielsenisoneoftheworld’sleadingsuppliersofmarketinginformation,mediainformationandTV
ratings,onlineintelligence,andmobilemeasurement.
NielsenPRIZMSegments
Communitypopulationsarecategorizedinto66segmentsbasedonsocioeconomicrank,lifestage,
andurbanization.The66segmentseachhaveuniquedemographicdescriptionsbasedonincome,
ageclass,agerange,presenceofkidsinthehousehold,homeownership,employment,education,
andraceandethnicity.Eachsegmentalsohasspecificlifestylepreferencesthataretypicalforthe
segmentsuchasmediapreferences,shoppingpreferences,andtypicalbehaviors.More
informationmaybeaccessedatthefollowingsite:
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&SubID=&pageName=Segment%2BL
ook‐up
Appendix2:EnhancedDemographics
Duetothelengthofthisappendixitisinaseparateaccompanyingdocument.Thisappendix
containsdetaileddemographicsandsocioeconomiccharacteristicsbeyondthoseprovidedin
Table1.
Appendix3:TargetConcentrationReports
Thereareapproximately140,301householdsinWashtenawCounty.Oftheseapproximately
23,982households(or17%),haveoneormorememberswhoareathighriskofdeveloping
prediabetes.
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedcreateMaps2.1and2.2.
21 | P a g e Appendix4:MediaProfiles
MediaprofileswereconductedforthetargetareaofinterestusingPRIZMhouseholdsegmentsthat
havecharacteristicsassociatedwithahigherriskofdevelopingprediabetesanddiabetesasthe
targetpopulation.Forthisreport,thegeographyofinterestisWashtenawCounty.
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedcreatethemarketingdescriptionsprovidedintheMarketingsectionofthis
report.
Appendix5:SelectDemographicsbyZipCode
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Thisinformationin
thisappendixwasusedinthecreationofMaps3.1through8.3.
Appendix6.1BehaviorsAssociatedwithHigherRiskofDiabetesbyZip
Code
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedcreateMaps9.1through12.2.
Appendix6.2BehaviorsAssociatedwithHigherRiskofDiabetesby
CensusTract
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedcreateMaps9through12
Appendix7.ListofSelectBusinesses
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedtoestimatethenumberofbusinessinTable2.
Appendix8.LargeandMultiSiteBusinesses
Duetothelengthofthisappendix,itisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedtodevelopthelargeemployerlistinTable3.
22 | P a g e