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University of Wyoming - Libraries

Business - The Basics


Consumer Demographics & Market Research

Passport GMID 

  • Statistics and reports on consumer demographics and psychographics 
  • Market and economic forecasts for specific countries and industries.
  • Data can be quickly downloaded into Excel format. Covers over 200 countries


  • Fantastic source for demographics, consumer information, business data, and market data.
  • Nielsen Prizm, SimmonsLocal, Nielsen Retail Market Power, Census, more.
  • Create maps and visualizations, or export data.


  • Provides magazine audience data for marketing and advertising purposes.
  • Click on the Mediamark Reporter link  near the top of the page to access consumer product usage data, media consumption
  • Sourced from MRI's annual surveys of over 20,000 U.S. consumers. Contains some brand-level data.

Social Explorer

  • An easy to use source for U.S. Census data including Decennial Census data from 1790 and American Community Survey (ACS) statistics
  • Religion data from InfoGroup and the Religious Congregations & Membership Study (RCMS)
  • Social Explorer is a great tool for creating a quick and professional looking map of Census data


  • Provides information (such as advertising rates, circulation data) on media products such magazines, newspapers, tv and radio stations, and even websites.
  • The Local Market Audience Analyst provides Nielsen Demographic and PRIZM data
  • Must use Internet Explorer web browser when using Local Market Audience Analyst

Other Sources for Demographics

U.S. Census Bureau

  • Quickfacts: As its name implies, Quickfacts provide a demographic snapshot (population, income, education levels, race) on nation, state, and local levels
  • American FactFinder: The comprehensive source for U.S. Census demographics, FactFinder provides all geographic types and datasets, down to the census tract.

U.S. Bureau of Labor Statistics

  • Consumer Expenditure Survey: Provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics

Print Resources for Demographics