"Psychographics identifies lifestyle habits, values, attitudes, and other defining attributes" (source). This article from ESRI explains the difference between psychographic and demographic data. Free & public library data sources are listed first, or jump to UNC library sources
The American Time Use Survey from the Bureau of Labor Statistics measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
Advanced Google search techniques will be helpful to locate articles and reports about your industry's customers. Trade publications often reference or summarize studies that are behind paywalls.
Research organizations like the Pew Research Center conduct national surveys and publish reports on many topics. Search for national surveys from reputable organizations to find additional psychographic information. Example report from the Pew Research Center: As Millennials Near 40, They’re Approaching Family Life Differently Than Previous Generations.
The U.S. Consumers/Lifestyles database in Data Axle provides psychographic data and market segments. Searching is very similar to searching for businesses.
Watch the video for a sample search or follow the instructions below.
You must have an active ONYEN and password to access these databases.