Market Trends: Demographic and Consumer Data

Demographic Profiles

The mother of all U.S. demographic data sources is the U.S. Census Bureau, [http://www.census.gov] with county profiles at State and County QuickFacts [http://quickfacts.census.gov/qfd/index.html]. For the latest data from the U.S. Census 2000, start with American FactFinder. [http://factfinder.census.gov]

Current Population Reports are special studies in six series, put out irregularly by the Census Bureau. First consult the Subject Index to Current Population Reports as well as the Census Catalog & Guide (Population section). (ALEX, CAMDN, DANA U.S. DOCS) The full-text of many of these studies are now available online from the Census Bureau. [http://www.census.gov/prod/www/abs/popula.html]

"The Right Site" has hundreds of thousands of free demographic profiles, based on Census of Population and Housing data. EASI Quick Reports are available for area codes and TV markets, as well as the usual geographic divisions. (Registration is required.) [http://www.easidemographics.com/cgi-bin/login_free.asp]

Another site with metro area, county, and state data on population, employment, income, and expenditures is the Community Demographics Library from Development Alliance. The information presented here is aggregated from a variety of government and commercial sources. [http://www.developmentalliance.com/demog/]

Finally, for a compilation of statistics on religious affiliation (in the U.S and around the world), consult Adherents.com. [http://www.adherents.com]

Consumer Information

The U.S. Bureau of Labor Statistics periodically conducts the Consumer Expenditure Survey which provides information on consumers and their expenditures. You can retrieve detailed statistics in customized tables, or use the pre-defined tables that are broken down by geography or by selected socio-economic characteristics of the consumers. [http://www.bls.gov/cex/]

The American Customer Satisfaction Index is presented each quarter by the University of Michigan Business School. The focus is on goods and services from major companies in a few dozen industries. [http://www.theacsi.org]

Another unit of the University of Michigan is responsible for the monthly and widely-followed Surveys of Consumers. [http://www.sca.isr.umich.edu]

Demographics USA is published by Market Statistics every year, with demographic, consumption, and retail sales data for counties and states. (DANA, KLMR REF HF5438.4.S87)

Two compilations of statistical tables are Statistical Portrait of the United States: Social Conditions & Trends (DANA Reference Desk) and Official Guide to Household Spending. (ALEX, DANA, DGLSS, KLMR REF HC 110 .C6 A666)

The Study of Media and Markets from the Simmons Market Research Bureau provides detailed profiles of consumers. (CD-ROM update on order) (DANA, KLMR REF HF5415.2.S554)

The 2001 State Profile database from Woods & Poole Economics contains more than 550 economic and demographic variables for every county in the United States for every year from 1970 to 1998, with projections to 2025. This comprehensive database includes detailed population data by age, sex, race, households; employment and earnings by major industry; personal income by source of income; and retail sales by kind of business. (ALEX Humanities and Social Sciences Data Center)

For a fee, complete reports on consumer expenditures and demographics are also available from many sources e.g. USADATA. [http://dtg.usadata.com/geography/]

Psychographic Information

Psychographic Segmentation - the division of a heterogeneous market into relatively homogeneous groups on the basis of their attitudes, beliefs, opinions, personalities and lifestyles; sometimes called "State-of-Mind" Segmentation. (Source: Prof. Don Bradmore's Marketing Dictionary)

A couple of the most commonly used consumer segmentation systems are:
Ka-Neng Au, 17 Dec 2002