Consumer Demographics

Consumer Demographics

Mintel oxygen (200?)
Note: Detailed product and demographic reports. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs. FOR ACADEMIC USE ONLY. —-1.For short cut to product reports use “quick search” box on upper right hand corner. See “The Consumer” section of individual product reports for demographic information from Simmons. Includes age, race and ethnicity, and regional preferences by market segment. —2.See “Lifestyles” reports for listing of detailed market segment and demographic profiles.
Mintel Graphing Tutorial

Note: Detailed product and media demographics include cross tabulations of product/service data by demographic characteristics and media audiences. Register using a BU e-mail address. Once logged in, click on “Mediamark Reporter” on top right corner of screen. For classroom use only.
See Pardee Library’s MRI+ Mediamark Tutorial for instructions.

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 .
The local market audiences section of SRDS is only compatible with Internet Explorer 9 or below. In order to access the local market audiences section located on the left hand side with Internet Explorer 11, please follow the steps below:
1. Check to see what version of Internet Explorer you have by clicking on the tools icon (looks like a gear) located in the upper right hand corner and then clicking on About Internet Explorer.
2. Log in to the SRDS database.
3. Click on the tools icon again and then click on Compatibility View settings.
4. Finally under add this website, enter the URL (in this case claritas.com) to the list, and then click Add.

Marketing Book Collection

Pardee Library Reference
These books offer detailed breakdowns on various consumer segments within the United States. They are all grouped in the Reference Room on the 3rd floor of Pardee, Table 1 Side B. These are the groupings by data:

American Spending
(Books in this category supplement Mediamark Reporter for segmentation)
Demographics/ Psychographics
Demographics/Market Segments (Generation)
Demographics/Market Segments (Income, Region, Groups)
Demographics/Market Segments (Gender)

See also,  Consumer Expenditure Survey from the Bureau of Labor Statistics, the original source for some of the statistics in these texts.

Luxury Purchase Behavior

Pardee Library Reference Desk
Demographics and insight into consumers’ attitudes and purchasing of various discretionary and luxury products.

Media Demographics

Note: Detailed product and media demographics include cross tabulations of product/service data by demographic characteristics and media audiences. Register using a BU e-mail address. Once logged in, click on “Mediamark Reporter” on top right corner of screen. For classroom use only.
See Pardee Library’s MRI+ Mediamark Tutorial for instructions.
Marketer’s Guide To Media

Pardee Library Reference Desk
Annual. This work gives estimates for costs of placing ads in medias such as television, magazines, and radio programs. Demographic breakdowns for television include information by geography, age, sex, and length of commercial.

Google Ad Planner

http://www.google.com/adplanner - Identify websites by target demographic. Includes information on top 1,000 websites.

 

Population Statistics

Key Sources for U.S. Population Statistics:

US Census Bureau

http://www.census.gov/
Statistics on demographic, economic, social and other aspects of the economy and society.Many reports appear in .pdf (Adobe Acrobat) format. Includes:

American Fact Finder

Demographic and economic statistics by county, city, town.

America’s Families and Living Arrangements 2013

http://www.census.gov/hhes/families/data/cps2013.html

People and Households – Data By Subject

http://www.census.gov/population/www
Social and demographic characteristics. A wide range of data on subjects such as population, education, households and families characteristics, computer ownership and use, etc.

Census Publications

http://www.census.gov/prod/www/titles.html#cenbrief
Various Census reports, issued irregularly. Reports summarize data from demographic surveys of the US population.

Population Projections: U.S. Census Bureau

http://www.census.gov/population/projections/

StateMaster

provides: Housing, Education, People, Lifestyle statistics, some from Census etc.


Statistical Abstract of the United States 2012 (with search engine)

The simplest and most authoritative source for Population and Economic statistics. The latest copy is also at the Reference Desk.

Note: Provides indexing and abstracting of US government, non-US government, and international statistics, summaries of statistical publications, and links to other Web sites with useful information about statistics.

More sources:

Social & Demographic Trends

http://pewsocialtrends.org/
Reports & datasets from the Pew Research Center include population statistics.

The Grandparent Economy

Report from grandparents.com

 

Multicultural Marketing

Hispansource.org

http://www.hispansource.org - Research and trends related to the U.S. Hispanic/Latino community.

Pardee Library Reference Collection

Hispanic Customers for Life X HC110 C6 V34 2008
Multicultural Marketing in America X HF 5415.127 M85 2005
Racial and Ethnic Diversity X E 184 A1 R78 2002
Who We Are Asians X E184 A75 W48 2007
Who We Are Hispanics X E184 S75 W48 2007
Who We Are Blacks X E185.615 W467 2007

SRDS Hispanic Media & Market Source

X P 94.5 H58 H56
Includes circulation and advertising rates.

Target Market News

http://www.targetmarketnews.com - ’The black consumer market authority.’

U.S. Bureau of the Census – Minority -

http://www.census.gov/pubinfo/www/hotlinks.html - Links to the latest data on racial and ethnic populations in the United States.

See also, Books and Finding Articles in this guide.

Regional Marketing

American Fact Finder

Government database includes information from the U.S. Census -
Demographic and economic statistics by county, city, town.

Commercial Atlas and Marketing Guide

Pardee Library Podium
Population, economic and geographic data for U.S. geographic locations.Includes state maps and index of places with statistics.

Editor & Publisher Market Guide

Pardee Reference - Marketing Section
X HF 5905 F24
Annual.Provides individual market profiles for every daily newspaper market in the U.S., including household estimates, industries, number of wage earners, etc.Includes market tables which rank markets by population, disposable income, total retail sales, furniture sales, etc.Other tables include retail sales by state, which list number of establishments and the year’s retail sales estimates.

Media Market Guide

Pardee Reference - Marketing Section
X HF 5826.5 M4
Detailed market rankings and costs for various types of media (television, cable, radio, newspapers, and magazines).Uses Nielsen or Arbitron ratings and demographics.

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 .
Only compatible with Internet Explorer 9 or below. In order to access the Local Market Audience Analyst with IE 10, please follow the steps below.
1. Log into SRDS. Click on the Local Market Audiences category on the left hand side.
2. See if the Compatibility View button appears in the Address bar next to the Refresh button.
3. Tap or click the Compatibility View button to display the site in Compatibility View. The Compatibility View button should turn blue. You can turn it off by tapping or clicking the button again.