What are Demographics?
Demographics or demographic data are the characteristics of a human population as used in government, marketing or opinion research, or the demographic profiles used in such research. Commonly used demographics include sex, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location. Distributions of values within a demographic variable, and across households, are both of interest, as well as trends over time. Demographics are frequently used in economic and marketing research. It is important to distinguish between demographics and psychographics (see below).
In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).
Food Marketing Institute
Audience Measurement/ Target Markets/ Psychographics
U.S. Industry Reports
Mediamark MRI+ User Guides
Mediamark/MRI guides from other institutions.
Local Market Audience Analyst Guides
Local Market Audience Analyst guides from other institutions. If the PRIZM Segment Lookup link below doesn't work, go back one screen, or look under "Segment Lookup" tab.