Research and Course Guides: MKTG 710: Consumer Behavior: Customer Demographics

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).

Ebooks on American Consumers

Business Librarians

Marianne Hageman
mdhageman@stthomas.edu
651-962-5404

Jim Kelly
kell5174@stthomas.edu
651-962-5012

Andrea Koeppe
andrea.koeppe@stthomas.edu
651-962-4647

Audience Measurement/ Target Markets/ Psychographics

SimplyAnalytics This link opens in a new window
- This link opens in a new window
Use SimplyAnalytics (formerly SimplyMap) to create thematic maps, datasets, and reports using thousands of demographic, business, and marketing data variables for the U.S. Use it when you need demographic and marketing data for a specific geographic area in the U.S. such as a city, county, census tract, or ZIP code. Create a free personal account with your UST email to save your work (check your email spam if you don't receive an activation email) or sign in as a guest. Limited to 5 simultaneous users.

Demographic Data

American Factfinder
Source for U.S. population, housing, economic, and geographic data. From the U.S. Census Bureau.
American Community Survey
Ongoing sample surveys of the U.S. population.
Metropolitan Council: Data and Maps
Data from the regional planning agency for the seven-county Twin Cities metropolitan area.
Minnesota State Demographic Center: Census 2010
Population data from the 2010 Census.
Minnesota State Demographic Center: Population Estimates
Information on present and past population numbers in the state.
Pew Internet & American Life Project
Provides information on the issues, attitudes and trends shaping America and the world - reports exploring the impact of the internet on families, communities, work and home, daily life, education, health care, and civic and political life
American Attitudes: Who Thinks What About the Issues that Shape Our Lives (ebook)
Examines public opinion on topics including Government and Politics, Science and Information, Religion, Work and Money, Family and Friends, Race, Personal Outlook, and Sexual Attitudes and Behavior. Explores how attitudes have (or have not) changed over time.
American Marketplace: Demographics and Spending Patterns (ebook)
Data tables are organized into 11 chapters covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth.
Consumer Behavior (RKMA Market Research Handbook) (ebook)
Presents dozens of surveys analyzing consumer spending characteristics, behavioral responses, and preferences. The demographics chapters present valuable insight into 25 segments, including the Hispanic, African-American, Asian-American, Baby Boomer, Generation X, Millennial, Gay & Lesbian, Affluent, and other consumer groups.
Consumer Expenditure Survey
Information on the buying habits of American consumers; includes national and regional information. Survey data from the U.S. Bureau of Labor Statistics.
Household Spending: Who Spends How Much on What (ebook)
Spending on products and services; overall spending trends. Based on unpublished data from the Consumer Expenditure Survey.

RKMA Market Research Handbooks This link opens in a new window
These handbooks focus on various consumer-related markets. Each one includes market forecasts, sector trends, and statistics. Handbooks include Business-to-Business Marketing; Consumer Behavior; Consumer Marketing & Advertising; Consumer Use of the Internet & Mobile; Entertainment & Leisure; Restaurant, Food & Beverage; Retail & E-Commerce; Sports Marketing; and Travel & Tourism.

MRI University Reporter User Guides & Tutorials

SimplyMap User Guides & Tutorials

SimplyMap Quick Reference (pdf)
SimplyMap Map Tutorial video (1:48)
SimplyMap Report Tutorial video (2:29)
SimplyMap Data Filters video (2:19)
Data filters allow you to select locations in a table, or on a map, based on specific criteria. Example: locations with a median household income >$55,000.
SimplyMap Help Center
University of Central Florida
Has detailed information on SimmonsLOCAL variables & definitions, data providers & their methodologies, and much more.
University of Washington
Babson College: SimplyAnalytics