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
Demographic Data
- American FactfinderU.S. Census Bureau's site for demographic and economic information.
- Metropolitan Council: Regional Statistics and DataData from the regional planning agency for the Twin Citites.
- Minnesota State Demographic Center: Population EstimatesInformation on present and past population numbers in the state.
- SimplyMap Use SimplyMap to create detailed thematic GIS maps for presentations, reports, grant applications, business plans, and research projects. Access thousands of demographic, business, and marketing data variables - consumer expenditure, lifestyles, market segments, real estate and more. Create a free personal account to save your work. Limited to 5 simultaneous users.
Audience Measurement/ Target Markets/ Psychographics
- MRI+ Mediamark Reporter Demographics, product usage, and advertising media exposure reported by a sample of U.S. consumers.
- SRDS Media SolutionsLocal Market Audience Analyst - provides analysis of geographic areas demographically and by lifestyle interests; also provides national information on lifestyle and demographic segments, including PRIZM reports.
- SimplyMap Use SimplyMap to create detailed thematic GIS maps for presentations, reports, grant applications, business plans, and research projects.
U.S. Industry Reports
- IBISWorld Industry Market ResearchIBISWorld Industry Market Research Reports provide in-depth industry analysis for several hundred U.S. industries. Searchable by keyword, company name, and NAICS or SIC codes. Reports average 25-30 pages, are updated regularly, and contain key statistics, market characteristics, segmentation, industry conditions, industry performance, key competitors, key factors, and industry outlook. Restricted to UST students, faculty, and staff.
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.
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