Demographics Definition

What are demographics? They’re the characteristics of a population, such as age, gender, income, race, and education. In marketing and business research, demographics are used to identify and segment groups of consumers with similar characteristics.

Why are demographics important? Because they can be used to predict consumer behavior. By understanding the characteristics of a target market, businesses can more effectively market their products and services to that group. And by segmenting consumers into groups with similar characteristics, businesses can better understand which marketing messages resonate with each group.

So what demographic information is available? Census data provides a wealth of demographic information at the national, state, and local level. The U.S. Census Bureau’s American Community Survey (ACS) is the most comprehensive source of demographic data, covering everything from age and gender to income and education. The ACS is conducted every year and released in September.

Other sources of demographic data include surveys from private companies like Nielsen and comScore, as well as government agencies like the Bureau of Labor Statistics (BLS) and the Centers for Disease Control and Prevention (CDC). These surveys provide detailed information on specific topics, such as media consumption or healthcare expenditures.