Having trouble accessing government information? See the Libraries’ guide to Alternative Sources for Federal Information and Data.
Demographic & Market Research: Demographic Research
Demographic Data Online
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StatistaData on topics such as pet ownership, music sales, poverty, social media use, and much more. Or browse their market research categories. View online and download as .xls.
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Data USA
Demographic, economic, other statistical data, and data visualizations for towns, counties, states, and the United States. Export data to CSV. Uses U.S. Census and other public data.
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LINC (Log Into North Carolina)
NC data in: Population, Housing, Health, Legal & Courts, Environment, Energy, Employment & Income, Business & Industry, Agriculture & Transportation. From N.C. government. 1990-current.
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Statistical Abstract of the United StatesStatistics on the social, political, and economic organization of the United States. Available as pdf and download as .xls
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Market Research by Demographic
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PRIZM®Premier Segment StoryboardsEvery U.S. household broken into 68 demographically and behaviorally distinct types, or “segments,” to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. From Claritas, via SimplyAnalytics.
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Where Millennials end and Generation Z beginsJan. 2019 report on views of Generation Z & the Millennial generation on climate, race, and politics. By the Pew Research Center.
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Welcome to Generation ZFactors shaping Gen Z, demographic shifts taking place in the US that will affect Gen Z’s entry into the workforce. Network of Executive Women (NEW) & Deloitte. 2018.
Polls
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Pew Research Center
Public opinion, research on population and demographic conditions and change.
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Roper Center's iPollStart with iPOLL to search at the question level.
See also Roper/Express, which allows searching at the dataset level. National opinion polls back to 1935, both U.S. and some international polls. Holdings include Gallup, Harris Interactive, Pew Research Associates, ABC, CBS, Wall Street Journal and many more.
Many datasets are available for instant download in ASCII or SPSS format.
Sample Poll Everywhere Question
Latinx Data
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Ad Age Hispanic Fact Pack 2019Guide to U.S. Hispanic marketing, media, agencies and demographics. From Ad Age Datacenter.
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Hispanic Latino DemographicsCensus, political, and other demographic data about groups who identify as Hispanic or Latinx. From the Pew Research Center.
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2020 LDC U.S. Latino GDP ReportDemographic data and infographics about American Latinos.
Mapping Data
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SimplyAnalyticsIncludes demographic, consumer spending, market segment, and purchasing data. Sources include Mediamark, Simmons, the U.S. Census, and more. Create maps or download data into Excel.
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Social ExplorerUnited States census data from 1790 to the present with interactive maps and reports. Data are available at various geographic levels including state, county, and neighborhood.