Skip to content

Demographics

Affluent | African American | Asian | Baby Boomers | Hispanic | Women | Youth | Surveys & Polls |

Demographics: The statistical characteristics of human populations and population segments (i.e.: gender, age, ethnicity), especially when used to identify consumer markets.

The following resources provide statistical information on demographics for whole populations (domestic and international) as well as for specific segments within those populations.

Print Resources in Crocker Library:

  • Statistical Abstract of the United States (Ref. Desk HA202 .A4)
  • Demographics USA (Ref. Desk HF5001 .S91)
  • Datapedia of the United States, 1790-2005 (Reference HA202 .K87 2001)
  • Consumer Behavior, 2009 / a Richard K. Miller report (Reference HF5415.33 U6C653 2009) to request the full 2008 PDF, contact library@marshall.usc.edu 
  • The American Marketplace: demographics and spending patterns (Reference HA214 .A6 2003)
  • Best Customers: demographics of consumer demand (Reference HC79 .C6B47 2006)
  • Who's Buying by Age (Reference HF5415.33 .U6W45 2006)
  • Household Spending: who spends how much on what (Reference HC110 .C6H68 2005)
  • Trends in the United States: consumer attitudes & the supermarket (Reference HC110 .C6 S84 2007)
  • Americans and Their Homes (Reference HD7287.82 .U6P47 2004)
  • Geographic Reference Report: costs, wages, salaries and human resource statistics U.S. and Canada (Reference HD6977 .G468 2005)
  • The Lifestyle Market Analyst / SRDS (Reference HF5415.33 .U6 L54)
  • Editor & Publisher Market Guide (Reference HF5905 .E38) - published annually
  • Handbook of U.S. Labor Statistics (Reference HD8051 .H36)
  • Branded Male: marketing to men (Reference HF5415.1255 T86 2008)
  • International Marketing Data and Statistics (Reference HA42 .I56 2005)
  • Demographic Yearbook / United Nations (Reference HA17 .D45)
  • European Marketing Data and Statistics (Reference HA1107 .E87 2000)
  • Media Mark Research (Grand Depository HF5415.3 M43 1998; 2001 available on CD)
  • Sales & Marketing Management (Survey of Buying Power published annually in the Fall)

Online Sources:

Affluent / HNWI (High Net-Worth Individuals):

Online Resources:

Print Resources:

African American:

Online Resources:

Asian:

Online Resources:

Print Resources:

  • Consumer Asia 2005 (Business Reference HF5415.33 .A78 C66 2005)
  • Japanese Lifestyles (Business Reference HF5415.33 .J3 J37 1999)

Baby Boomers (and Older Americans):

Online Resources:

Print Resources:

  • The 50-Plus Market (Business Reference HF5415 .S874 2007)

Hispanic:

Online Resources:

Print Resources:

  • Who's Buying by Race and Hispanic Origin (Business Reference HF5415.33 U6W46)
  • Hispanic Market Handbook (Business Reference HC110 .C6V347 1995)

Women:

Online Resources:

Print Resources :

  • All About Women Consumers (Business Reference HC110 .C6 A643 2005)
  • WOW!: Quick Facts Women, 2005 (Business Reference HD6095 .W75 2005)

Youth (Generation X, Generation Y, Millennials, Generation Next, Echo Boomers, Teens, Tweens):

Online Resources:

Print Resources:

  • Generation X: American aged 18 to 34 (Business Reference HC110 .C6M544 2001)
  • The Millennials: Americans under age 25 (Business Reference HQ796 .M4797 2001)

Public Opinion Surveys and Polls:

| Demographics | Affluent | African American | Asian | Baby Boomers | Hispanic | Women | Youth |