Target Customers & Demographics - ENTR 187 - Entrepreneurship - Research Guides at California State University Sacramento

Demographics & Market Potential

Claritas 360 (SRDS Media Solutions)
Provides reports with demographic information, lifestyle behaviors, and PRIZM groupings for 210 Designated Market Areas (DMAs) and 3000+ U.S. counties.
Click Reports -> Standard Reports to start building demographic (Pop-Facts) or consumer concentration (PRIZM) reports.
Pop-Facts Demographics report gives a succinct demographic report.
Click Reports -> Segmentation Reports to start building market potential and other detailed reports.
SimplyAnalytics
Create thematic maps and reports using vast array of demographic, business, and marketing data. Can either create a SimplyAnalytics account to save your work or you can sign in as a guest.
Limited to two users at a time so be sure to click "sign out" when done.

Census Data
Premier US Census Bureau web site providing access to Census and American Community Survey data. Type keywords in the search box and use the filters below to narrow by topic, geography, years, etc.
Consumer Expenditure Survey
The Bureau of Labor Statistics collects information from the nation's households and families on their buying habits (expenditures), income, and characteristics. The strength of the survey is that it allows data users to relate the expenditures and income of consumers to the characteristics of those consumers.
RAND California
Rand California has historical (1970 -) to current demographic data for Sacramento County and for Sacramento MSA. Data included for these years are race, gender, age, immigration, education, health, etc. This is a good site for building tables of comparative demographic and other time series data for cities and counties in California (including Sacramento).
CSUS authentication required

Target Customers

These New Strategist books provide spending data for a specific type of product or service. The spending data is broken down by age, gender, income, education, region and race/ethnicity.

Last Updated: Jan 23, 2025 2:20 PM