Guides: MKTG Graziadio Marketing Classes Library Research Guide: Demographics and Target Markets

Top Resources for Understanding the Consumer

Mintel Reports This link opens in a new window
Provides market research report insights for market share, consumer profiles, forecasting, driving forces, and distribution methods on very specific consumer markets in the US. Common data sources include: Simmons Consumer Research Information Resources, Inc., (IRI) Nielsen/NPD, Trade Associations and Mintel's unique consumer research. This database is only available to current Pepperdine students, faculty, and staff.
Passport (formerly Global Market Information Database) This link opens in a new window
From Euromonitor International, Passport GMID provides global business intelligence on consumers including digital consumers, households, income and expenditure, lifestyles, and population. This database is only available to current Pepperdine students, faculty,
and staff.
Tip: Use the Search box in the top right corner to locate Consumer Lifestyle reports for the desired country, type "Consumer Lifestyles [Country Name]". Consumer information is also available within Industry Profiles as well as Category Briefings.

Consumer Lifestyles information can be found from the Consumers section of the Passport opening page using the following steps:

Select Consumers from the upper menu box
On the resulting page, find the Explore Analysis box and select the following
- From Choose Industry, select Lifestyles from the drop down menu
- From Choose Category, select Lifestyles from the menu options
- From Choose Geography to select a Country or Region from the drop down box
- Click Go

eMarketer (now Insider Intelligence) This link opens in a new window
Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 4,000 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.
Tip: For target demographic, use Browse By>Audience instead of the Search Box.

American Time Use Survey
From the Bureau of Labor Statistics. Measures the amount of time people spend doing various activities, such as work, childcare, leisure activities.
Consumer Expenditure Survey
Identifies the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers characteristics).
Population Projections
Forecasts from the U.S. Census
Population Reference Bureau (PRB) Data Finder
Provides summaries of U.S. demographic and population characteristics
Reports on Families, Computer Use, Migration/Geographic Mobility, etc.
Reports on Families, Computer Use, Migration/Geographic Mobility, etc.
United Nations Demographic and Social Statistics
Demographics on countries around the world.

United States Census Bureau Data This link opens in a new window
The Census Bureau is the leading source of quality data about the nation's people and economy. Data access and dissemination system that provides useful facts and information about your community, your economy, and your society. The system will find and retrieve the information you need from some of the Census Bureau's largest data sets.