Research Guides: Consumers: Demographics & Psychographics

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.
Restricted to only current SMU students, faculty & staff.
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.

Census & Population Resources

Data.Census.gov
Census data sorted by geographic and population criteria.
American Community Survey
Create demographic profiles via Census data tables. Select data in left menu to start. Updated annually.
County Business Patterns
Use NAICS industry codes to find comparable businesses or employment data at state and local levels. Produced annually.
Business and Economy
Portal to compiled business data reports and surveys. Updated periodically.
Data.Gov
Open Access Datasets from U.S. government entities. Search by keywords or select Data or Topics tabs.
USAFacts
Select a graph, then build downloadable Census population statistics. Search articles for population characteristics.
City-Data
U.S. city demographic snapshots. Select state then filter by city, small towns, or villages.

What are demographics and psychographics?

Demographic data is information on population, gender, marital status, geography, income, educational level, housing, and more.

Psychographic data refers to information about consumers' attitudes, buying habits, hobbies, lifestyle, and lots of other things outside of traditional demographic data. This kind of information is highly valued by marketers and advertisers.

Using the Census Data Tool

More Census Data help videos