Reaching younger Americans is part of the reason plans are underway to move parts of the decennial 2020 census online:
Millennials (born from 1981 to 1996) and Generation Z (born after 1996) account for about 35 percent of the approximate 325 million people in the U.S., according to estimates, and census officials say their traditional means of outreach — mail-in questionnaires, landline phone calls and door-to-door surveys — are failing to connect with this significant segment of the population.
The Census Bureau plans to conduct its first-ever online headcount, which it predicts will generate 60 percent of the total responses for 2020…
However, social scientists suggest that millennials and Generation Z could have a hard time appreciating the importance of the census, having grown up amid a distorted media landscape of instant online gratification, “fake news” and a culture of likes on social networks…
Last month, census communications chief Burton Reist was quoted as saying endorsements from celebrities such as LeBron James are being considered. He described a hypothetical situation in which the NBA superstar urges young people during halftime to pull out their cellphones and “answer the census.”
Moving data collection online would seem to offer a lot in terms of lower costs and easier data tabulation. But, as the article suggests, it brings along its own issues such as cutting through the online clutter and working with celebrities to pitch the online data collection.
On one hand, this might lead to the conclusion that it is still difficult to use web surveys to collect information on a broad scale. Unless a research company has a panel of possible participants in a recruited and relatively representative panel, reaching the broader public on a voluntary basis is hard.
On the other hand, perhaps this should be taken as a good sign: the Census Bureau clearly indicates their data collection has to match what people actually use. Going door to door may not be feasible going forward. If people are online or using devices for hours a day, online surveys might be more attractive.
Almost regardless of how this turns out in the 2020 count, it will be an interesting experiment to watch. What will the online response rate be? How will the Census Bureau have to go about advertising online data entry?