Research Guides: Marketing : Demographics

Data Compilations

The resources in this section have taken multiple sources of demographic data, often from the same sources as in the "Raw Data Sources" section below, and brought them together in one place. These sources compare and contrast data, provide analysis and describe trends, and provide historical context.

Business Statistics of the United States 2017 by Susan Ockert (Editor)
Call Number: ProQuest ebook
Publication Date: 2017
Collection of present and historical business statistics. Chapters particularly useful for demographics are 3: Income Distribution & Poverty; 4: Consumer Income & Spending; 5: Saving & Investment; and 10: Employment, Hours, & Earnings.
The American Marketplace: Demographics and Spending Patterns (12th ed.) by New Strategist Press Editors
Call Number: EBSCO ebook
Publication Date: 2015
Draws on scores of government sources to give you a population profile of the United States organized into 11 chapters covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth.
Consumer Behavior 2017-2018 by Miller, Richard K. & Washington, Kelli D.
Call Number: EBSCO ebook
Publication Date: 2017
Survey data on consumer spending characteristics, behavioral responses, and preferences.
State Profiles 2013 by Mary Meghan Ryan & Shana Hertz Hattis
Call Number: EBSCO ebook
Publication Date: 2014
Reports for each state and the District of Columbia with information on population, labor force, income and poverty, government finances, crime, education, health insurance coverage, voting, marital status, agriculture, and more.
State and Metropolitan Area Data Book 2013 by Deirdre A. Gaquin & Gwenavere W. Dunn (Editors)
Call Number: EBSCO ebook
Publication Date: 2013
Comparative data on states, metropolitan and micropolitan areas, and their component counties, such as data on population, birth and death rates, health coverage, school enrollment, crime rates, income and housing, employment, transportation, and government.

Primary or Raw Data Sources

These sources provide basic demographic and consumption data for the United States and around the world. Many of these sources let you download the data so you can do statistical analysis and create your own charts & graphs.

United States

Census Data
Provides access to a large amount of demographic data collected by the U.S. Census Bureau, including the American Community Survey, the Economic Census, & County Business Patterns.
American Time Use Survey
Tracks the amount of time individuals are engaged in various activities such as leisure activities, working, eating & drinking, volunteering, etc.
Consumer Expenditure Survey
Ongoing study of American consumer buying patterns.
Survey of Consumers
Tracks consumer sentiment. From the University of Michigan and Thomson Reuters.
Zip Who
Simple way to analyze local markets by zip code.

Global

DataFinder
Website from the Population Reference Bureau. Both U.S. and international data - demographic, economic, and more.
Global Consumption Database
"...one-stop source of data on household consumption patterns in developing countries." From The World Bank
OECD Better Life Index
Ratings and detailed information, by country, on 11 topics including income, jobs, health, education, and work-life balance.
World Banks's Open Data
Demographic and development data for countries around the world

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Data Compilations

Primary or Raw Data Sources

United States

Global