Consumer Demographics
- Mintel Academic This link opens in a new window
Mintel reports provide information on markets for consumer products, travel, lifestyles, and leisure. Our subscription predominately covers products and markets in the United States. Each report combines data & analysis of the competitive landscape and consumer profiles. For instructions see the Mintel Tutorial.
- MRI-Simmons Catalyst This link opens in a new window
Contains detailed consumer product and media data collected from a national sample of U.S. consumers. Data includes: demographics, product usage and media exposure. See MRI-Simmons Catalyst for instructions.
- Standard Rate & Data Service (SRDS) This link opens in a new window
Standard Rate & Data Service (SRDS) provides media advertising rates, contact information, circulation information, etc. for magazine, newspaper, television, direct marketing, radio, online, and out-of-home domestic and international markets. Claritas SMS provides demographic and consumer market segmentation data by geographic place (DMA, county, or state). Users can access pre-defined report templates to generate Pop-Facts Demographics Reports and Segmentation Reports.
Pardee Library has an extensive Marketing Reference Collection. These books offer detailed breakdowns on various consumer segments within the United States.
Explore groupings by data type:
Books in the categories below supplement University Reporter (Formerly MRI+) for segmentation
Demographics/Markets Segments (Generation)
Demographics/Markets Segments (Income & Region)
Demographics/Markets Segments (Diversity & Gender)
See the complete list here.
The American Marketplace by
This title draws on scores of government sources to give you a population profile of the United States in one handy volume. Its hundreds of tables are organized into multiple chapters covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth.
Location: OnlinePublication Date: 2018
Stage (not age) : how to understand and serve people over 60, the fastest growing, most dynamic market in the world by
In the time it takes you to read this, another twenty Americans will turn sixty-five. Ten thousand people a day are crossing that threshold, and that number will continue to grow. In fifteen years, Americans aged sixty-five and over will outnumber those under age eighteen. This change is coming: Nearly everywhere in the world, people over sixty will become the dominant population. Demographers tend to pose the new longevity as a crisis we are not prepared for. And there are serious issues to address in order to serve this population, and society as a whole. But longevity also presents an opportunity for which companies need to develop a strategy. Estimates put the global market for this demographic at $21 trillion across every industry you can think of: entertainment, travel, education, healthcare, housing, transportation, consumer goods and services, product design, and financial services will all benefit if they can figure out a way to serve this market. Stage Not Age is the concise guide to helping companies understand and serve this burgeoning market by focusing on life stage, not age, and identifying the deep diversity of needs within the demographic. It will reset your understanding of what an "old person" is, help identify the systemic barriers to entering the market, and outline ways to overcome them. Best practices of companies that have successfully shifted strategies to reflect the new demographics will show how success can be achieved. Stage Not Age prepares you for an inevitable shift you can't ignore
Location: OnlinePublication Date: 2022
Luxury Purchase Behavior: The Psychology of Discretionary Spending by Location: Pardee Library stacks HF5415.33.U6 D36 2001Publication Date: 2001Demographics and insight into consumers’ attitudes and purchasing of various discretionary and luxury products.
Media Demographics
- MRI-Simmons Catalyst This link opens in a new window
Contains detailed consumer product and media data collected from a national sample of U.S. consumers. Data includes: demographics, product usage and media exposure. See MRI-Simmons Catalyst for instructions.
- Google Display PlannerDisplay Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns
- Marketer's Guide to Media by
A handy reference resource with current rates audience estimates for the major media. Get industry rates, trends and audience demographics for multiple types of media. Also includes general terminology/abbreviation glossaries, and media-specific term definitions.
Location: Pardee Reference High Use X HF5826.5 M45Publication Date: 2011
Population Statistics
Key Sources for U.S. Population Statistics:
- Census DataAccess data about the nation's people and economy including demographic data and the Economic Census.
- American Time Use Surveyhttp://www.bls.gov/tus/ – Measures the amount of time people spend doing various activities, such as paid work, child care, volunteering, socializing, liesure & sports.
- Census Publicationshttp://census.gov/library/publications.html
Various Census reports, issued irregularly. Reports summarize data from demographic surveys of the US population. - Population Projections: U.S. Census Bureauhttp://www.census.gov/population/projections/
Estimates of the population for future dates. Typically based on an estimated population consistent with the most recent decennial census. Produced using the cohort-component method. Projections illustrate possible courses of population change based on assumptions about future births, deaths, net international migration, and domestic migration. - Social and Demographic Trendshttp://www.pewsocialtrends.org/
Reports & datasets from the Pew Research Center include population statistics.
Statistical Abstract of the United StatesLocation: Mugar Library HA202 .E78Provides a summary of statistics on the social, political, and economic organization of the United States. The latest copy is at Mugar Library Reference.
ALSO AVAILABLE ONLINE FOR YEARS 1879-2011
Regional Marketing
Note: Standard Rate & Data Service (SRDS) provides media advertising rates, contact information circulation information etc. for consumer and business magazine, newspaper, television, direct marketing, radio, online and out-of-home domestic and international markets .
- Census DataAccess data about the nation's people and economy including demographic data and the Economic Census.
- Marketer's Guide to Media by Location: Pardee Reference High Use X HF5826.5 M45Publication Date: 2011A handy reference resource with current rates audience estimates for the major media. Get industry rates, trends and audience demographics for multiple types of media. Also includes general terminology/abbreviation glossaries, and media-specific term definitions.
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