Demographics
Guides to related topics:
U.S. Consumer Marketing
International Market Data
Industry Analysis
NAICS & SIC Codes
Media Research & Advertising RatesCitating Business Databases in APA Style
Business Librarian: Steve Cramer
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- The easiest place to get 2000 Census data and the annual American Community Survey sample data.
- Use State & County Quick Facts for an easy way to get started.
- Use American FactFinder for more search options.
- Covers U.S. population, age, race and ethnicity, income, housing, employment characteristics, and consumer expeditures.
- Provides data for census block-groups, census tracts, zip codes, cities, urban areas, counties, and states, as well as custom radiuses defined by the user.
- Areas can be compared and ranked.
- Provide tables, graphs, pie charts, and maps, which can be can be downloaded into Excel, Word, or Adobe Acrobat Reader.
- More info
- Provides over 70,000 statistical data series on many topics, including population and demographics
- Covers the U.S., U.S. states, counties, cities, and other Census-designated places (more than 30,000 places total).
- Data can be ranked.
- Data can be downloaded into Excel, or formatted into a PDF file for printing.
SimplyMap (10 concurrent users)
- Provides detailed U.S. data as maps or reports.
- Covers population, consumer spending, employment by industry, lifestyle categories, media usage, and more.
- Data can be displayed for census block-groups, census tracts, zip codes, cities, counties, states, and the entire United States.
- Data can be displayed as a map or report, and downloaded as an image or spreadsheet.
- More info
Demographics USA, County Edition
Reference HF5438 .S870 2008
- A good, general source, with an emphasis on retail sales data.
- This book provides rankings by region, state, and MSA; demographics by county; retail sales by store groups and merchandise lines; 5-year projections; consumer buying power by county; and establishment and employment data by county.
Demographics USA, Zip Edition
Reference HF5438 .S880 2005
- Zip code-level data.
- Includes six sections: 1. Geographic correspondence; 2. Sectional center summaries (3-digit zip codes); 3. State and regional summaries; 4. Basic demographics, zip level; 5. Detailed demographics, zip level (includes consumer expenditures); 6. Business characteristics, zip level.
CEDDS: The Complete Economic and Demographic Data Source
Reference HC101.C616 2007
- Demographic information for MSAs and counties covering 1970 to 2030.
- Covers population, employment, earnings, personal income, household income, and total retail sales, and more.
- Also includes rankings by state, MSA, and county, of past and future populations (in the beginning of volume 1).
International data
- Provides the recent history, government, economics, and other topics for every country and territory in the world.
- Includes a statistical survey (covering area and population, agriculture, industries, finance, external trade, principal trading partners, transportation, and more) and a detailed directory (listing government offices, media sources, trade associations, and more).
Euromonitor Global Market Information Database
- Provides economic and marketing statistics for over 200 countries.
- Covers 1977 through 5-year projections.
- Data can be downloaded into Excel.
Online Official Statistical Web Sites for Countries
- Try a Google search for the country name and the word "statistics". Example for Germany
a. Raw data:
- The source for most U.S. consumer spending data.
- The Survey collects data on the "buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics."
- The tables on the homepage provide the most detailed data from the CES site.
- Statistical Warehouse also covers this info, but adds ranking and downloading options.
b. More detailed data:
Household Spending: Who Spends How Much on What
Reference HC110.C6 A670 2008
- A more detailed source for U.S. spending data.
- The data is organized by age, income, household type, race and Hispanic origin, and region.
- Covers apparel, entertainment, financial products and services, food and alcohol, gifts, health care, household operations, shelter and utilities, personal care, reading, education, and tobacco, and transportation.
SimplyMap (5 concurrent users)
- Provides detailed U.S. spending data for 550 products and services.
- Data can be displayed for census block-groups, census tracts, zip codes, cities, counties, states, and the entire United States.
- Covers the near-present as well as 5-year projection.
- Data can be displayed as a map or report, and downloaded as an image or spreadsheet.
- More info
Best Customers: Demographics of Consumer Demand
Reference HC110.C6 B470 2008
- The companion book to "Household Spending."
- This book provides short profiles of spending patterns for hundreds of products and services.
c. International data
Euromonitor Global Market Information Database
- Provides full text market research reports and consumer spending statistics for many countries.
Mintel Market Research Reports
- Provides full-text market and consumer research reports.
- Focuses on Europe and the U.S.
- Includes spending data for many markets, products, and lifestyles.
Mintel Market Research Reports
- Provides fulltext market & consumer research reports, with a focus on consumer sectors.
- International in focus.
- Provides detailed U.S. data as maps or reports.
- Provides marketing data from MediaMark & EASI.
- Data can be displayed for census block-groups, census tracts, zip codes, cities, counties, states, and the entire United States.
- Data can be displayed as a map or report, and downloaded as an image or spreadsheet.
- More info
- Provides 25 to 45-page industry reports for all 5-digit NAICS codes (over 720 reports).
- Each report includes statistics, industry structure, product & customer segmentation, performance analysis, major players & market share, external drivers, 5-year forecasts with forecast analysis, and more.
Euromonitor Global Market Information Database
- Focuses on food, drinks, clothing, electronics, appliances, and personal care products.
- Provides full text market research reports.
Lifestyle Market Analyst
Reference HF5415.33.U6 L54 2008
- Use this book for activities or hobbies (ex. "Fashion Clothing"; "Golf") ranked to urban areas.
- Includes four sections: 1. Market profiles (demographics and lifestyles in DMA's); 2. Lifestyle profiles (by DMA); 3. Consumer segment profiles; 4. Consumer magazines & direct marketing lists by lifestyle.
Business databases
Five basic techniques for searching databases for articles:
1. Identify the main concepts or keywords of your search question.
2. Combine keywords with "AND"
ex: consumer satisfaction and bank*
3. Search for synonyms with "OR"
ex: bank* or credit union*
4. Using parenthesis, you can use OR and AND at the same time.
ex: (bank* or credit union*) and (consumer satisfaction or customer loyalty)5. Truncate words that have various endings with a *
ex: market* would also pick up markets, marketing, marketer, marketers, etc.
The library provides many company databases (see Business Databases for a complete list). A few pointers:
Census Data
County Business Patterns
Use this to see how many U.S. companies engage in a certain business in a state, zip code, or MSA. Business activities are defined by NAICS codes. This site also provides the size of those companies by number of employees.Public Companies
MarketLine (Datamonitor)
Provides 10,000 company profiles, many including a SWOT analysis.S&P NetAdvantage
Covers most US-based and US-traded (ex. Sony) public companies.Private Companies
ReferenceUSA
Provides descriptions of 14 million U.S. companies. Search results can be downloaded.Brands
Corporate Affiliations
Also allows you to search (using the advanced search page) for brands and products.ReferenceUSA
Includes a brand search.Business & Company Resource Center
Includes a brand search.
