Identifying the Target Audience : Consumer Behavior and Buying Power

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Advertising Media Internet Center [requires free registration]
See their Ad Data section for a wide selected data from Simmons' National Consumer Survey, Mendelsohn Media Research's Affluent Survey, SQAD (Spot Quotations and Data, Inc.) data, and ad revenue/expenditure data from AdZone Interactive.

Media Tracker
"will tell you who owns the media where you live." Part of the Well Connected Project ("Tracking the players in telecommunications, media and technology") at The Center for Public Integrity ("investigative journalism in the public interest").

Consumer Dimensions
This extensive publication analyses data crucial to marketers who need to know exactly who American consumers are, what they buy, and how they think. Includes mindset profiles, retail outlets by type, special market data, and ad receptivity by classification.

Consumer Expenditure Survey (Bureau of Labor Statistics)
Consists of two surveys collected for the Bureau of Labor Statistics by the Census Bureau — the quarterly Interview survey and the Diary survey — that provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.

Consumer Insight (The Nielsen Company)
"Consumer Insight is an online newsletter from The Nielsen Company. Delivered six times a year, CI brings together all of Nielsen's global marketing, media, entertainment and retailing services to provide unique insight into consumer behaviors."

Demographics USA ZIP Code edition, County edition, City edition
Contains detailed demographics, the EBI (Estimated Buying Power), BPI (Buying Power Index) and more to give the most detailed and comprehensive picture of consumers that can be built up for any given geography.

DMA maps and market data on CD
Provides a geographical picture and brief market overview of each of Nielsen Media Research's 210 Designated Market Areas (DMAs) or local television markets, in the United States.

Lifestyle Market Analyst
Provides market analysis of potential local, regional and national audiences. Use The Lifestyle Market Analyst to obtain data compiled from more than 19 million households. (For more information about this source, see their Web site.)

Abbott Wool's Market Segment Resources
Media and research data from Hispanic Market Weekly.

New Strategist publications
include a number of demographic specific reference guides to provide a great deal of data and insight into what motivates, interests, and attracts these groups. Some typical titles include:

• The Who's Buying series
• Best Customers : Demographics of Consumer Demand
• Household Spending : Who Spends How Much on What
• American Sexual Behavior : Demographics of Sexual Activity, Fertility, and Childbearing
• American Attitudes : Who Thinks What about the Issues that Shape our Lives
• Racial and Ethnic Diversity
• The Mid-Youth Market : Baby Boomers in their Peak earning and spending years
• Getting Wise to Teens : More insights into Marketing to Teenagers
• The Millennials : Americans born 1977 to 1994
• Older Americans : a Changing Market
• American Men : Who They Are and How They Live
• American Women : Who They Are and How They Live

Claritas
Provides comprehensive details about demographics, consumer behavior, site selection, and segmentation, as well as a computerized mapping system to display consumer, media, and lifestyle traits by geography.

Earth Resource System
Provides detailed information for over 2600 U.S. cities about demographics, environmental factors, economic indicators, housing statistics, media (newspaper, television, and radio), schools, transportation, and local contacts.