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Resources for Demographics
#1 source for current U.S. population data and the latest economic indicators
Data includes income, race, age, education, spending
National, state, and city level data
University of Michigan Libraries
Clark GIS & Map Library
Clark GIS Libray contains a multitude of maps, GIS, resources, and reference assistance in geo-spatial data
Social Explorer, which offers easy-to-use tools for visual exploration of demographic information. Great for developing market demographics by region, state, county, city
Web-based mapping application for creating thematic maps and reports using demographic, business and marketing data.
Data can be downloaded for use with other software such as Excel or GIS
Contains both census and consumer based data targeted to a region, congressional district, state, county, or city
Ideal for getting business or industry sales figures as well as consumer demographics
Technical notes: Users need to create their own account with @umich.edu email address in order to be able to save work.
Ready-made statistical charts, graphs and tables on marketing, demographics, communication, technology, politics, health, leisure and public opinion
Most data is in the form of charts and PPTs
Resources for Psychographics
Pew Research Center
Non-partisan research focusing on families, communities, e-health, education, politics, and news
Reports focus on people's attitudes and behaviors as they relate to politics, media & news, social trends, religion, Internet & technology
Best known for their
Internet and American Life Project, but also have other projects related to religion & public life, Hispanic trends and social & demographic trends Recent report topics include:
Adult non-Internet users
Economic clout of college educated
How Catholics rate the Pope
Perceptions of the U.S. economy
Public anger at the government
Provides access to U.S. adult consumer data on product and brand usage, spending behavior, media habits, and more
Create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior such as brand loyalty or sole brand user
You may develop content or reports to examine:
marketing strategy – Determine the target consumer group for a product (i.e. what age group is purchasing Wrangler jeans)
advertising decisions – What media may reach a particular target group, (i.e. what magazines are females wearing Gap jeans reading)
statistics and data – How many people in the sample read X. Who are they? How many people in the sample have habit Y? Who are they? NOTE: The data is based on survey responses from 2 years prior. This database is useful for Ross Marketing classes, specifically MKT 300, MKT 318, MKT 603, MKT 613 & MKT 618.
Consumer research on a wide variety of consumer goods and services, such as Apparel, Food & Drink, Technology and Travel
Reports combine data and analysis of the competitive landscape, market share, consumer profiles, and demographics
Covers the U.S. and European marketplace
Technical notes: Users must create individual accounts in Mintel and login in order to download or export data from the database.
Demographics: Studies of a population based on factors such as age, race, sex, economic status, levels of education, income level, and employment, among others.
Psychographics: The study and classification of people according to their attitiudes, aspirations, and other psychological criteria, especially in market research.