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).
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.
Industry analysis and data for United States, Canada, China, and global industries.
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.
