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Finding Consumer Data & Demographic Information

Statistics graphicsMany business courses and business professions require consumer and demographic research. Consumer and demographic data often includes age, gender, marital status, education, household size, hobbies, employment status, income, homeownership, spending habits, to name a few. Use the tabs at the top of this box to learn more about the best resources to use to find this type of information; including the Passport, Mergent Intellect, and PolicyMap databases, along with eBooks and reliable websites.

Schedule a research appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data.

1. Open the Passport database below. Accept the Terms and Conditions. 

2. For consumer data go to the Consumers dropdown menu.

3. Select Digital Consumer, Households, Income and Expenditure, Lifestyles, or Population, depending upon the type of information you are looking for. Often, Households, Income and Expenditure, and Population will be the most relevant choices. Topics covered in each of these areas:

  • Digital Consumer
    • Digital Landscape (can narrow all by geography): Internet access & use, mobile telecommunications and access, possession of digital devices, etc.
    • Digital Purchases (can narrow all by geography): by device, by location, by industry, etc.
  • Households
    • Household -- size, age, education level, head of household information, etc.
    • House -- prices, dwelling types, square footage, number of rooms, construction information, etc.
  • Income and Expenditure
    • Income - by sex, by age, disposable income, gross income, poverty, savings, social class, and more
    • Expenditure - consumer expenditure, expenditure as % of GDP, expenditures by category, expenditure by location, consumer prices, taxation, and more
  • Lifestyles
    • ​Consumer habits, preferences, and attitudes in all areas, for example - food and drink, leisure and recreation, personal traits and values, spending and saving, etc.
  • Population
    • Dependency ratio, fertility, male & female population, health, marital status, median age, mortality rate, population by location, population segmentation, and more 
    • Can also rank by countries by categories

Watch the video below for additional information and navigation instruction.


Schedule a research appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data using Passport.

1. Open PolicyMap below.

Do you know the exact data you need? If so:

2. Use the Find area to type in your search term(s). Suggestions that relate to the term(s) you typed in (for example, education) will populate underneath. Select one of the options, then specify a location.

Search within the Find and Location areas of PolicyMap

3. Results will appear in the form of a map (unless you've switched to a different format). Click within the map to select specific regions or counties, and results will appear in the form of a pop-out.

Results in the PolicyMap database for Education in Hennepin County, Minnesota

4. Links can be clicked on within the pop-out to retrieve data from counties within the state or region. Additionally, you can switch to Table or Report within the pop-up depending upon your preference.

OR

Not sure exactly what you need? If so, browse the database:

1. Use the top banner to browse select topic areas like: Demographics, Incomes & Spending, Housing, Lending, Economy and more.

PolicyMap Banner on Homepage

2. Once you've selected the major topic area, choose the specific content you need. For example, Quality of Life as the major topic and Bicycle as Mode of Transportation to Work.

Browsing for Quality of Life data in PolicMap

3. Results will again appear in the form of a map color-coded by percentage. You can narrow in on a specific region, state, or county by clicking within the map or zooming in.


Schedule a research appointment below with the Business Librarian if you have additional questions about locating demographic data using PolicyMap.

1. Open the Mergent Intellect database below.

Demographics

2. For demographics data, scroll down the page and click the Demographics image

Demographics icon in Mergent Intellect

  • Search by state and county or zip code for the latest census data like: household income, effective buying income, projected average household income, employment/labor information, average house value, and population breakdown. After selecting a county or zip code choose from a variety of reports. Content may display better within the Excel report.

Demographic report options in Mergent Intellect

Consumer Data

1. For consumer data from 250 million individual consumers and 130 million households in the United States, scroll down the page and click the Consumer Data image (consumer data provided by Whitepages Pro and Nielson)

Consumer Data icon in Mergent Intellect

  • Click the Advanced Search tab to input location, housing, lifestyle, and consumer detail criteria.

Watch the video below for additional instruction.


Schedule a research appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data using Mergent Intellect.

eBook Databases

eBook Databases

Access articles on demographics and consumer data using the recommended journals and databases below. 

Journals

Click on the journal title and either browse by year and issue, or type in a search term or phrase to retrieve relevant articles.

Article Databases

Click on a recommended database below to search by keyword for relevant articles on consumer and demographic data.


Schedule a research appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data in the article databases.

United States Data

U.S. Census Bureau - Great for demographic information on a national or local level: 

International Data


Schedule a research appointment below with the Business Librarian if you have additional questions about using the websites above to locate consumer and demographic data.

Euromonitor Webinar Recordings

Euromintor Top 10 Consumer Trends Webinar   Euromonitor's Top 5 Digital Consumer Trends 2019

Euromonitor, Inc. (2019). Top 10 global consumer trends 2019. Retrieved from https://go.euromonitor.com/wb-video-ec-2019-top-10-gct-2019.html?

utm_campaign=WB_19_01_31_Global_Consumer_Trends_2019

Euromonitor, Inc. (2019). Top 5 digital consumer trends 2019. Retrieved from https://go.euromonitor.com/wb-DC-2019-top-5-digital-consumer-trends.html?

utm_campaign=WB_19_02_21_Top%25205_Digital_Consumer_Trends_2019

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