Research Guides: Demographics: Overview

What are Demographics?

Demographics are the physical characteristics of a population such as age, sex, marital status, family size, education, geographic location, income, and occupation. This data is often used to define consumer characteristics used by entrepreneurs and others in market research.

Recommended Resources

Mergent Intellect This link opens in a new window
Click demographics to search by zip code, town or MSA. Select PDF or spreadsheet, then enter SMU email to obtain data.
To access First Research industry reports, click on First Research below the main search box and then, the orange Submit button on the left side of the page.
View the Company Searching tutorial for more insights.
Statista This link opens in a new window
Global statistics on a variety of topics. Search by country, city or state for demographics data.
View the Finding Data tutorial for more insights.
Simmons Catalyst This link opens in a new window
Target consumer characteristics and preferences to identify market segments or trends.
View the Simmons Catalyst Training Research Guide for more insights. Simultaneous users permitted: 35
Mintel Reports This link opens in a new window
Consumer-focused research reports primarily for US and Western Europe. Click Demographics tab for Lifestyle Reports.
View the Market Research tutorial for more insights.
Sage Data This link opens in a new window
Search local or regional areas within U.S. & other countries. Zip code search is nice feature for U.S.
Statistical Abstract of the United States This link opens in a new window
Covers primarily U.S. and some international population data. Search by demographic characteristics or geographic location. Annual editions cover current year back to 1878.

Need More Help?

Gayle Freeman-Staggs

Subjects: Business

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