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Consumer Demographics and Market Research

This guide covers topics related to finding sociodemographic data and how to use these statistics for market research projects.

Key resources for US statistics

Community survey statistics are available under population and income. The information covers a variety of topics, among which citizenship and place of birth, disability, education, employment, household characteristics, health, housing and home ownership, income, poverty, languages, immigration, race and ethnicity, religion, technology, transportation and much more.

Other categories where sociodemographic information is available include education, housing and construction, labor and employment.

From Industry Research go to US Business Environment Profiles where reports are organized by topic. Among those you will find Consumer Behavior and Demographics. Each report has a section on Industries Affected.


Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Recommended websites

U.S. Census Bureau

Deloitte + Datawheel

  • DataUSA - The most comprehensive website and visualization engine of public US Government data. Go to menu – explore locations – search by place (this can be a city, county, state)

Advameg Inc.

  • - Informative profiles for every city in the United States.

United States Department of Agriculture

  • Atlas of Rural and Small-Town America covers demographic data from the American Community Survey, information on employment from the Bureau of Labor Statistics, income and poverty statistics, information on veterans.