Research Guides: Marketing (U.S.): Demographic Data

Demographic Data

American Attitudes: What Americans Think About the Issues that Shape their Lives.
Examines changes in the opinions of Americans and analyzes the social and demographic trends behind these changes.
American Buyers: Demographics of Shopping.
includes weekly and quarterly buying data for hundreds of items organized into 10 chapters—apparel, entertainment, financial, food and alcohol, gifts, health care, household operations, shelter and utilities, transportation, and a chapter encompassing personal care, reading, education, and tobacco.
American Generations: Who They Are and How They Live.
American Generations compares and contrasts the living generations—iGeneration, Millennial, Generation X, Baby Boom, Swing, and World War II. It sprovides an overview of the demographics of each generation, including a preview of the new baby bust (Recession babies). The 11 additional chapters examine Attitudes, Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, Time Use, and Wealth.
American Health: Demographics and Spending of Health Care Consumers (Langsam Library Stacks (Print)
Examine addictions, aging, alternative medicine, attitudes toward health care, births, deaths, disability, diseases and conditions, health care coverage and cost, health care visits, hospital care, mental health, sexual attitudes and behavior, weight and exercise—the whole gamut of our physical and mental well-being.
American Incomes : Demographics of Who has Money.
Explores and explains the economic status of Americans. It looks at household income trends by age, household type, race and ethnicity, education, region of residence, and work status. It examines trends in the incomes of men and women by a variety of demographic characteristics.
The American Marketplace: Demographics and Spending Patterns.
Statistical trends in education, health, income, labor, households, population, spending and wealth.
Best Customers: Demographics of Consumer Demand.
Data on who the best and biggest customers are for hundreds of individual products and services. Based on data from the Bureau of Labor Statistics’ 2006 Consumer Expenditure Survey, Best Customers analyzes household spending on more than 300 products and services by age of householder, household income, household type, race and Hispanic origin of householder, region of residence, and educational attainment of householder.
Consumer Expenditure Survey (BLS)
Presents information and data on buying habits of American consumers, including data on expenditure, income, and consumer unit characteristics.
County Business Patterns
Annual series of state and national publications presenting data on number of establishments, total employment and payroll on an establishment basis, with economic activity classification reflecting the principal activity at each individual location. Data is tabulated based on the SIC classification system.
Demographics of the U.S. Trends and Projections.
Demographics of the U.S. documents the trends of the past 50-plus years by compiling historical numbers in a single source. Its ten chapters examine trends in Americans' attitudes and behavior, education, health, housing, income, labor force participation, living arrangements, population, spending, and wealth.
Household Spending: Who Spends How Much on What.
Based on BLS's Consumer Expenditure Survey. Provides summary & detailed spending patterns based on various consumer groupings such as age, income, household type, and geography.

Databases with Demographic Data

Claritas 360
This service contains market profile reports¸ lifestyle analysis reports¸ demographics reports and PRIZM reports
SimplyAnalytics (formerly SimplyMap)
Access Nielsen Prism data through Simply Analytics.
Passport (Euromonitor)
Includes sections on: Detailed market size data¸ Country marketing parameters¸ Marketing forecast data¸ Brand and company information¸ Business information sources¸ Marketing profiles¸ and Full text market analysis¸ International market intelligence reports¸ market direction reports¸ and Emerging market reports.
PolicyMap
PolicyMap is a cloud-based data and mapping platform enabling government, commercial, non-profit and academic institutions to access data about communities and markets across the U.S. It may be used for research, market studies, business planning, site selection, grant applications and impact analysis.