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).
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
Create custom thematic maps, datasets, and reports using extensive data on demographics, consumers, real estate, housing, employment, crime, health, and more. Data includes MRI-Simmons consumer survey data, Claritas PRIZM Premier consumer segments, Nielsen Scarborough local insights, consumer expenditures and buying power, as well as public data sources such as the U.S. Census, American Community Survey, FBI uniform crime reports, NOAA climate data, and CDC health data. Limited to 5 simultaneous users.
These handbooks focus on various consumer-related markets. Each one includes market forecasts, sector trends, and statistics. Topics 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.