Market Data and Demographics

Market Reports

Note: 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.
Mintel Graphing Tutorial


Market Share

TableBase (Part of RDS Business Suite)

Note: Data in tabular and chart form. Market share, advertising expenditures and other marketing related statistics from trade magazines and reports.

Market Share Reporter

Note: An annual compilation of reported market share data on companies, products, and services. Organized by SIC code.  2010 edition of the Market Share Reporter is available in the Reserve – Reference (High Use) shelves. Earlier editions of the the Market Share Reporter are in the Reference Collection.

SIC 50 – Wholesale Trade – Durable Goods
SIC 51 – Wholesale Trade – Nondurable Goods
SIC 52 – Building Materials and Garden Supplies
SIC 53 – General Merchandise Stores
SIC 54 – Food Stores
SIC 55 – Automotive Dealers and Service Stations
SIC 56 – Apparel and Accessory Stores
SIC 57 – Furniture and Homefurnishings Stores
SIC 58 – Eating and Drinking Places
SIC 59 – Miscellaneous Retail



University Reporter (Formerly MRI+)

Note: The Product Data Reports presents cross tabulations of product/service data by demographic characteristics and media audiences.
See Pardee Library’s Business Tutorial: University Reporter (Formerly MRI+).

Note: 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 to the list, and then click Add.

Market Profile Reports: data for geographic markets, both on general demographics (age, income, etc.) and on lifestyles (proportion of households with people interested in gardening, etc.).
Lifestyle Analysis Reports: demographic data on those identified with a particular lifestyle group.
Demographic Reports: explore by demographic variable (e.g., 35-44 year-olds with $50,000-$74,999 income.), gaining market-by-market insight into where to find key audiences.
PRIZM Reports: provide insight into the household make-up of each DMA in the U.S. and the lifestyle traits of groupings of segments with common characteristics.
Print version, Lifestyle Market Analyst, can be found at the Pardee Library Services Desk. Does not include PRIZM reports.

Marketing Book Collection

Pardee Library Reference
These books offer detailed breakdowns on various consumer segments within the United States. They can be found in the Reference collection on the 3rd floor of Pardee Library.
Here are some sample target market books by category:
Demographics/ Psychographics
Demographics/Market Segments(Generation)
Demographics/Market Segments (Income, Region, Groups)
Demographics/Market Segments (Gender) 
Consumer Expenditure Survey
 from the Bureau of Labor Statistics, the original source for some of the statistics in these texts. See: Consumer Expenditures in 2013 (latest)

Population Statistics

User-friendly, under Facts & Statistics select dropdown menu. Selections like: Education, Housing, Lifestyle, People are very useful for target markets.

US Census Bureau
Statistics on demographic, economic, social and other aspects of the economy and society.  Many reports appear in .pdf (Adobe Acrobat) format. Includes:
Social and demographic characteristics. A wide range of data on subjects such as population, education, households and families characteristics, computer ownership and use, etc.

Population Projections: U.S. Census Bureau

American Fact Finder

Demographic and economic statistics by county, city, town.

Statistical Abstract of the United States 2016

The simplest and most authoritative source for Population and Economic statistics. The latest copy is at the Pardee Services Desk on the Reserve-Reference (High Use) shelves.


Contains regional statistics, industry and general demographic data, and links.