Research Guides: Market Research: Demographics

Overview of Demographic Resources

These resources help you find demographic information about a specific area or locations. Plus, the market research reports can provide an overview of the people who buy a product or use a service; a demographic overview of people by category (e.g. gender, income).

Demographic Data & Reports

Mintel Market Research Reports This link opens in a new window
Comprehensive market reports for various products, services, and demographics. Some reports provide data in Excel for further analysis. Coverage: 2010-present. Available to UNM NetID holders only.
Available to UNM NetID holders only.

Census: My Community Explorer
This tool combines select demographic, business, and resilience data to help users identify potentially underserved areas of their state, county, and community.

Demographics & Surveys

PsycTESTS This link opens in a new window
Provides information about and access to thousands of test instruments (including aptitude tests, personality scales and cognitive functioning measures), many of which are available for immediate full-text download and use in teaching and research.

US Census
US population statistics, along with economic data (local, county, state and national). A treasure trove.
Surveys of Consumers
From U of Michigan this survey helps explain consumer expectations and the overall US economy.
Surveys about Americans (from BLS)
Two useful surveys: Consumer Spending (spending habits) and Time Use (time spent on various activities).
Pew Research Center
A nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world.
Bureau of Business & Economic Research
"BBER at the UNM conducts economic and demographic research and analysis about New Mexico. It also maintains a major depository of socioeconomic data for the State.”

Mapping Demographics

PolicyMap This link opens in a new window
Visualize and map thousands of socioeconomic variables covering the United States (local to national). Create reports on specific Census geographies. Download reports, data, and maps. Coverage: 2000-present.
Social Explorer This link opens in a new window
Map various demographic and socioeconomic variables from United States Census, Statistics Canada, UK Data Centre, and Eurostat. Download maps/data. Coverage: 1790-present.
Users must create and log into your personal account on Social Explorer.

NM Traffic Flow Counts
Traffic counts at all major roads in Bernalillo, Valencia, Torrance, Sandoval and southern Santa Fe counties.
Santa Fe Are Traffic Counts

Demographic eBooks

Best Customers by New Strategist "Analyzes household spending on numerous products and services by age, income, household type, race and Hispanic origin, region of residence, and educational attainment of householder."
American Buyers by New Strategist The weekly and quarterly spending data in American Buyers show researchers how many households buy certain products and services and how much buyers pay for them, all broken down by age, household income and type, race and Hispanic origin, region of residence, and education
Household Spending by New Strategist "Examines how much American households spend on hundreds of products and services by demographics including age, income, household type, region of residence, race and Hispanic origin, and educational attainment."
American Incomes by New Strategist The reference explains the economic status of Americans. It looks at household income trends by age, household type, race and ethnicity, education, region of residence, and work status. It examines trends in the incomes of men and women by a variety of demographic characteristics.
American Generations by New Strategist "Discusses the differences and similarities among the various generations and age groups of Americans."
The American Marketplace by New Strategist "Draws on government and proprietary sources to provide population profiles of the United States; covers attitudes, education, health, housing, income, labor force, living arrangements, and population."
Who's Buying... by New Strategist
Various books on groceries, information, entertainment, transportation, among others