Success by the Numbers: Statistics for Business Development


BRASS Program at the ALA Annual Conference
June 28, 2004
Orlando, Florida

Program Handout, part 1

Demographics and Marketing

Prepared by
Susan Shultz
Michigan State University

Local and State | National | International



Lewis Mumford Center for Comparative Urban and Regional Research. (n.d.) Metropolitan racial and ethnic change – Census 2000. University of Albany. Retrieved December 4, 2003, from
The Mumford Center is analyzing Census 2000 data. The topics of their analysis are: Hispanic groups, Asian groups, segregation (of children, schools, and the population as a whole), homeowners and renters, new Americans, diversity in black and white population, and the state of the cities. This is valuable demographic data at the metropolitan, city, and sometimes suburban, levels.

Southeast Michigan Council of Governments. (n.d.) Population estimates. Retrieved December 4, 2003, from
This site provides estimates of population and households in this region of Southeast Michigan. Local sites such as this can provide very current data, in this case updated monthly.

United States Census Bureau. (n.d.) American community survey (ACS). Retrieved December 17, 2003, from
This survey will ultimately replace the long-form of the decennial census in an effort to provide more current information about U.S. communities from a demographic, social and economic perspective. Data will ultimately be provided for states, counties, metropolitan areas, cities, and population areas of 65,000 or more.

United States Census Bureau. (n.d.) Current population reports. Retrieved December 19, 2003, from
The Bureau of Labor Statistics and the Census Bureau jointly conduct a monthly survey of about 50,000 households. The main purpose of the Current Population Survey (CPS) is to measure unemployment and labor on a monthly basis. Subjects covered in these reports are geographic mobility, education, fertility, marital status and ethnicity.

United States Census Bureau. (n.d.) State and county quickfacts. Retrieved December 15, 2003, from
Provides a demographic snapshot of each state. This site also has the ability to drill down to the county level.


Rand McNally and Company. (2003). Rand McNally commercial atlas and marketing guide. Chicago: Author.
This reference atlas brings together geographic, economic, population, transportation, and communication statistics and presents them in tables, charts, and maps. The population section includes data and trends on the national, Metropolitan Statistical Area (MSA), county, and metro levels.

Survey of Buying Power. (2003). Des Moines, IA: Sales & Marketing Management.
This 75-year-old publication provides rankings and 5-year projections for U.S. metro and media markets. Rankings of metro markets by demographics include total population, age, race, and total households.

The Lifestyle Market Analyst. (2003). Wilmette, IL: Standard Rate & Data Service.
This publication provides demographic and lifestyle information on local, regional, and national levels. Examples of the demographics included are income, education, race/ethnicity, occupation, and stage in the family lifecycle. The Lifestyle section covers more than 70 leisure-pursuits categorized as: Home Life, Good Life, Hobbies & Interests, Sports, Fitness & Health, Investing & Money, Great Outdoors, and High-Tech. This publication is valuable for understanding the composition and characteristics of specific markets.

The Sourcebook of Zip Code Demographics. (2003). Vienna, VA: ESRI.
The 17th edition contains data from the 2000 Census, as well as updated information and forecasts for 2003/2008. Demographics are provided for residential and nonresidential zip codes in the United States. Coverage includes population and income variables. This source can be used to determine target markets, or to analyze existing markets.

United States Census Bureau. (2000). County and city data book. Washington, DC: Author.
Designed to supplement the Statistical Abstract of the U.S. on the local level, it provides statistics for states, counties, cities, and places. Some of the key demographics it provides on the state, county, and city levels are population by age, gender, and race. It also provides population by age on the place level. Also available online at

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Bureau of Labor Statistics. (n.d.) Consumer expenditure survey (CEX). Retrieved December 5, 2003, from
This survey was designed by the BLS to gauge the consumer buying habits of the American public. The BLS releases data from the CEX in several publications: News Releases, the Annual Report, Two-Year Reports, and Monthly Labor Review articles. The Annual Report is both timely and comprehensive, providing data about consumer traits, expenditures, and income by characteristics such as race, region, occupation and education.

MapStats. (n.d.) Retrieved December 19, 2003, from
Statistics from several government sources are presented in tables by selecting maps of states with the ability to drill down to counties. There are also thematic maps of the Nation and individual states available through this site that show population change, and population statistics by race.

The Population Reference Bureau. (n.d.) Ameristat. University of Michigan. Retrieved December 10, 2003, from
The Population Reference Bureau at the University of Michigan’s Social Science Data Analysis Network created this website as a portal to demographics about the U.S. population. The scope is historical, in many cases going back to 1970; estimates and projections are also given.

United States Census Bureau. (n.d.) American FactFinder (AFF). Retrieved December 17, 2003, from
The purpose of this Census site is to provide information from the 1990 and 2000 Census of Population and Housing, the 1997 Economic Census, and the American Community Survey (ACS). For those preparing long-term forecasts, the Population Projection Program projects the nation’s population to 2025 by age, sex, race, nativity and Hispanic origin, and for each of the 50 states.


Russell, Cheryl. (2001). Best customers: demographics of consumer demand. Ithaca, NY: New Strategist.
While this data is taken primarily from the BLS’s 1999 CEX, this publication analyzes and presents it from a demographic perspective. The authors study more than 300 products and services to determine spending patterns by income, age, race, and Hispanic origin.

Russell, Cheryl. (2003). Demographics of the U.S.: trends and projections. Ithaca, NY: New Strategist.
Now in its 2nd edition, this New Strategist publication uses historical statistics, largely from Federal government agencies, to examine demographic trends in the United States. This data, ranging from 1950 to 2000, is divided into ten chapters: Attitudes and Behavior, Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, and Wealth.

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Thomas Brinkhoff. (n.d.) City population. Retrieved December 19, 2003, from
This website provides population statistics for all countries and most principal cities of the world. The tabular data is supported by a world map, with the population of each country presented through a mouseover function. Both presentations of the data provide snapshots of population distribution throughout the world.

United Nations, Department of Economic and Social Affairs, Statistics Division. (n.d.) Demographic, social and housing statistics. Retrieved December 19, 2003, from
Demographic and social statistics for member nations of the UN are provided on this site. Statistics about population, age, education, income, housing, health and illiteracy are available. Note that some of the other demographic reports on this site are only available to print subscribers. The UN has compiled these statistics from a wide array of sources into this readily accessible data set that allows comparisons between countries.

United States Census Bureau. (n.d.) International database. Retrieved December 19, 2003, from
Maintained by the IPC, this database houses socioeconomic and demographic statistics of the over 227 countries and areas of the world that it studies. This page provides important compilations of this data including a summary of demographic data by country, and also population pyramids that graph each country’s population by age and gender. The historical coverage of some of the variables is from 1950. Additionally, there are projections for 2025.

United States Census Bureau. (n.d.) International statistical agencies. Retrieved December 19, 2003, from
Many of the national statistical agencies are good sources of demographic information for their countries. This useful list provides links to approximately 150 national statistical agencies.


Department of Economic and Social Affairs. Statistical yearbook. (2000). New York: United Nations.
Introduced in 1948, this series is prepared by the Statistics Division of the UN Department of Economic and Social Affairs. This work is organized into four main categories, both for content and tables. These are world and region aggregated data, population and economic country-specific data, and international economic relations. An important tool for businesses looking to expand internationally.

International Marketing Data and Statistics. (2004). London: Euromonitor.
A compilation of historical business and marketing statistics for over 161 non-European countries including the United States, Africa, Asia-Pacific and Latin America. Selected demographics covered are household characteristics, income, and population. Euromonitor statistical publications provide important data for trend identification and, therefore, forecasting. A comparison between countries is another valuable use of these volumes.

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bullet Success by the Numbers: Statistics for Business Development
BRASS Program at the ALA Annual Conference, June 28, 2004, Orlando, Florida
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Disclaimer : This publication has been placed on the web for the convenience of BRASS members. Information and links will not be updated. Posted 15 November 2004.