Salisbury University Libraries

 

Holloway Hall

Subject Guide: Business Demographics

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This guide lists sources for locating demographic/lifestyle information. 

For further information & assistance in using any of the sources listed, please contact our reference staff:

  • In person, at the Reference Desk on the 1st Floor of the Blackwell Library


  • By phone @ 410-548-5988

  • Through e-mail, using Ask-a-Librarian


Finding customers (a target market) who are interested in or need a specific product or service:

Best Customers:  Demographics of Consumer Demand
Reference HC 79 .C6 R87 2005

This book will help determine the best target market for a particular product or service.  Data
for each product/service includes:  average spending, indexed spending, and market share of spending by age, household income, household type, race, region of residence, and educational attainment.  Each table is accompanied by test identifying the best and biggest customers, analyzing spending patterns, describing spending trends for the product/service over the past few years and predicting future trends based on the nation's changing demographics.

Who's Buying Series ... (New Strategist Publishers)

  • Alcoholic & Nonalcoholic Beverages             Reference HD 9348 .U52 W46 2005
  • Entertainment                                               Reference GV 53 .W46 2005
  • Groceries                                                       Reference HD 9321.4  .W46 2005
  • Healthcare                                                     Reference RA 410.53 .W46 2005
  • Household Furnishings, Services
        & Supplies                                                
    Reference HD 9773 .U6 W46 2005
  • Information Products & Services                  Reference T 58.5 .W46 2005
  • Restaurants & Carry-outs                             Reference TX 945 .W46 2005
  • Transportation                                              Reference HD 9710 .U52 W46 2005
  • Travel                                                            Reference G 155 .U6 W46 2005
Each report provides, household spending trends for 5 years across a number of demographic characteristics, household spending for specific types of products/services, and a ranking list.  For each product/service,  best customers are identified, customer trends are given, and average household spending is provided across a number of demographic variables.

Business Source Premier (EBSCO)
American Demographics, a well-known magazine title for demographic information, is provided in full-print in this database. 

Off-campus, sign in using your Gull Card barcode and last name.  Choose Salisbury University as the campus and then click the log in button. 
  • Click on 'Advanced Search' at the top of the screen.
  • In the first search box, use the pull-down menu to select 'Publication Name' and type American Demographics.
  • In the second search box, use the pull-down menu to select 'All Text' and type in a search term that describes your product or service (ex. weddings).
American Demographics  is also available on the Internet.

Lifestyle Analytics:
*These sources can also be used, in addition to the sources above, to determine target markets.

American Generations Series ... (New Strategist Publishers)

  • Baby Boom:  Americans
    born 1946 to 1964                           
     Reference HF 5415.33 .U6 R877 2004
  • Generation X: Americans
    born 1965 to 1976    
                            Reference HF 5415.33 .U6 G642 2004
  • Millennials: Americans
    born 1977 to 1994                            
    Reference HQ 796 .M4797 2004
  • Older Americans: A
    Changing Market                             
    Reference  HQ 1064 .U5 O43 2004
Each book in the series is divided into nine chapters:  Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, & Wealth.  For each topic, provides trends and demographic data analysis for a specific generation.

Lifestyle Market Analyst (SRDS)
 
Reference HF 5415.33 .U6 L54 2007

Provides market analysis at the local, regional, or national level.  It breaks down the American population geographically and demographically.  It also includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market.  Use section 1 to analyze a geographic market in terms of demographic characteristics and lifestyle interests.  Use section 2 to analyze a market segment of households interested in a particular lifestyle (ex. foreign travel).  Use section 3 to analyze consumer segment groups in terms of their geographical distribution and prevalent lifestyle interests. 
*Read the information on how to interpret data in the front of the book.

LEXIS-NEXIS Academic Universe
Off-campus, sign in using your Gull Card barcode and last name.  Choose Salisbury University as the campus and then click the log in button. 

  • From L-N's front page, click on the 'Business' category on the left tool-bar.

  • On the next screen, click on the link to 'Directories'.

  • From the 'Source' pull-down menu, select American Marketplace.

  • Enter search terms in the search box such as a specific data item (teenagers, generation X, etc. OR a product or service name such as bicycles, weddings, etc.)
  • Choose a date or a year going back at least 2-5 years.

Determining target market size in specific geographic/market areas:

Chamber of Commerce or Economic Development websites for your city/state may provide information on demographics & market characteristics:

Salisbury Chamber of Commerce - Provides a concise overview of Salisbury in Facts & Figures.

Maryland Economic Development Partners

Maryland State Data Center

Missouri Census Data Center - click on Maryland and then search for zip & county data

Salisbury University: The Office of Institutional Research, Assessment, and Accountability   *For college student population demographics in Salisbury.

Other demographic sources:

Community Sourcebook of County Demographics (ESRI)
Reference HA 203 .S65 2004

For each state, provides county level data per Population, Race, Age, Households, Families, Median Household Income, Income, Spending Potential Indices.  Also provides, business data per county (number of firms, top industry). 
*
Use this source for 2009 population projections per county.  Refer to front of book for data interpretation guidelines.

Community Sourcebook of Zip Code Demographics (ESRI)

Reference HA 203 .S66 2004

For each zip code, provides county level data per Population, Race, Age, Households, Families, Median Household Income, Income, Spending Potential Indices.  Also provides, business data per county (number of firms, top industry). 
See 'consumer type' data for top lifestyle and % of households that fit that lifestyle.  Tapestry consumer types defined in the front of the book.
*Use this source for 2009 population projections per zip code.  Refer to front of book for data interpretation guidelines.

Survey of Buying Power and Media Markets

 
Ready Reference HF 5415 .S88 2003-04
*Ask for this title at the Reference Desk (users will need to present their Gull Cards)

The Right Site (EASI Demographics) - After a free registration process, users are provided access to ring studies, quick reports, maps, and more.

U.S. Census Bureau

U.S. Census Bureau: American FactFinder

U.S. Census Bureau: County Business Patterns; Zip Code Business Patterns; Metro Business Patterns - data on establishments per county, zip code, or metro area

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