Center for Hispanic Marketing Communication

Consumer Demographics

Consumer & Market Research Databases
Books

Mintel Academic This link opens in a new window
Mintel Reports offers product and industry market research reports covering US and International marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market.
Industries covered include:
Automotive
Beauty
Consumer Electronics
Digital Media
Drink
Financial Services
Food
Foodservice
Health & Wellness
Household
Personal Care
Packaging
Retail
Sport & Entertainment Travel & Tourism

Tutorials:
Interactive Databook Training (10:39)
A 10-minute tutorial video on how to navigate Interactive Databook, how to explore demographics, and customize your own consumer data report.

Abbreviation: mintel
Vendor: Mintel International Group
Coverage: 2001Current
Subjects: Business, Communication, Hospitality, Marketing
Type: Datasets / Statistics, Reports
DemographicsNow (Gale Business) This link opens in a new window
Demographics Now has been developed by SRC, LLC to bring you the data you need to make sound business decisions. With DemographicsNow you can analyze the demographic and market potential of any geography in the U.S.
Abbreviation: demnow
Vendor: Gale
Subjects: Communication, Demography and Population Studies, Geography, Hospitality, Public Health
Type: Datasets / Statistics, Maps
Statista This link opens in a new window
Statista is a leading provider of market and consumer data. Statista consolidates statistical data on over 80,000 topics from more than 22,500 sources.
Abbreviation: stati
Vendor: Statista
Subjects: Business, Communication, Demography and Population Studies, Economics, Hospitality, Marketing, Public Health, Urban and Regional Planning
Type: Datasets / Statistics
MRI Simmons Catalyst (20 concurrent user limit) This link opens in a new window
MRI Simmons Catalyst is a consumer intelligence and discovery platform that provides information on consumer behaviors, brand consumer messaging, cross-channel marketing, and media planning tactics.
Tutorials:
Introducing Simmons Insights (4:52)

Abbreviation: insi
Vendor: MRI Simmons
Subjects: Business, Communication, Demography and Population Studies, Marketing
Type: Datasets / Statistics
Insider Intelligence This link opens in a new window
Insider Intelligence is a definitive source of independent analysis based on vetted and transparently sourced data. The platform gives users access to the latest content from Financial Services, Retail & eCommerce, and Digital Marketing.
Abbreviation: emarket
Vendor: Insider Intelligence
Coverage: Current
Subjects: Business, Communication, Finance, Hospitality, Marketing
Type: Datasets / Statistics
RKMA Market Research Handbooks This link opens in a new window
Richard K. Miller & Associates (RKMA), founded in 1972, publishes handbooks focused on marketing and the consumer marketplace.
Abbreviation: rkmabk
Vendor: Richard K. Miller & Associates
Subjects: Business, Communication, Hospitality, Management & Strategy, Marketing, Sport Management
Type: E-Book Collections
SMA: Sports Market Analytics This link opens in a new window
SMA: Sports Market Analytics combines market research from the largest single research supplier to the industry, the National Sporting Goods Association; the U.S. Department of Commerce; various sports governing bodies; and full-text articles from 14 magazines and newsletters published by VNU, the world's largest sporting goods trade publisher, and newsletters provided by leading independent industry experts. Subjects covered include sporting goods industry, sports sponsorship and marketing, broadcasting, facilities, broadcasting and new media.
Single sport/product search include:
Archery
Backpacking
Badminton
Baseball
Basketball
Bicycling
Billiards
Bowling
Cheerleading
Camping/Hiking Climbing
Equestrian
Exercise/Fitness
Eyewear
Fishing
Footwear
Football
Golf
Gymnastics
Hunting/Shooting
Ice Hockey
Inline Skating
Lacrosse
Martial Arts
Motorsports
Paintball
Rugby
Running/Jogging
Scooter Riding
Skateboarding
Skiing
Snowboarding
Soccer
Softball
Tennis
Volleyball
Water Sports (All)
Winter Sports (All)
Women's Total Market
Wrestling

Abbreviation: sbrnet
Vendor: SBRnet
Subjects: Business, Communication, Marketing, Sport Management, Sport Psychology, Statistics
Type: Datasets / Statistics, Directories, E-Journal Collections, Government Publications

Consumer behavior 2024 by Miller, R. K.
Call Number: eBook w/ unlimited access
Publication Date: 2023
The American Marketplace: demographics and spending patterns by New Strategist Publication
Call Number: eBook (w/ unlimited)
Publication Date: 2017 (14th ed.)
Best Customers : demographics of consumer demand by New Strategist Publication
Call Number: ebook (w/ unlimited)
Publication Date: 2018 (12th ed.)
Consumer demographics and behaviour : markets are people by Martins, Jo M.
Call Number: eBook
Publication Date: 2012
Household Spending:Who Spends How Much on What by New Strategist Publication
Call Number: eBook (w/ 1 user)
Publication Date: 2017 (21st ed.)

Latinos, Inc.: the Marketing and Making of a People by Arlene Dávila; Arlene Dávila; Arlene Dávila
Call Number: eBook (w/ unlimited access)
Publication Date: 2012
Latino Stats: American Hispanics by the Numbers by Idelisse Malavé; Esti Giordani
Call Number: eBook (w/ unlimited access)
Publication Date: 2015
Quinceañera Style: Social Belonging and Latinx Consumer Identities by Rachel Valentina González
Call Number: eBook (w/unlimited access)
Publication Date: 2019
Shifting Boundaries: Immigrant Youth Negotiating National, State, and Small-Town Politics by Alexis M. Silver
Call Number: eBook
Publication Date: 2018
Who's Buying by Race and Hispanic Origin by New Strategist Publications
Call Number: eBook (w/ unlimited)
Publication Date: 2015 (10th ed.)

CapturaGroup: Hispanic Digital Agency
Center for Nurturing: Nurturing Hispanic Communities
Why we ask questions about...Hispanic or Latino Origin . | American Community Survey Briefs.
Pew Research Center - Hispanic/Latinos
Selig Center for Economic Growth (U of Georgia): Search the site with the keyword Hispanic
HiapanicAd.com
Hispanic Digital Fact Pack 2021
The Hispanic Institute | Ongoing projects include Media Monitoring | Study of Hispanic & Immigrants Economic Contributions
Hispanic Marketing Council (Formerly known as the Association of Hispanic Advertising Agencies) | Check out the Market Research section
Hispanic Marketing (from AdAge.com)
Hispanic Online Marketing.com
Juan Tornoe's Hispanic Trends blog
Latin Business Association
Latino Data Project from the Center for Latin American, Caribbean, and Latino Studies at CUNY
League of United Latin American Citizens
Multicultural Marketing Resources, Inc.
Mediapost.com
Search the site with the keyword Hispanic
Reports from Advertising Age
Run the following query at Google
site:adage.com (Hispanic OR Latino OR Latina OR LatinX) AND consumer
Mintel Academic database has the "Multicultural" category under the Demographics tab.
Or, search the database with the keyword black
Mintel's recent reports include:
- Hispanics and Symbols of Identity - US
- Marketing to Hispanic Moms - US
- Hispanics and Media Consumption - US
- Marketing to Hispanic Gen-Zs - US

African-Americans

Books
Web Resources

Black Privilege: Modern Middle-Class Blacks with Credentials and Cash to Spend by Cassi Pittman Claytor
Call Number: eBook (w/ unlimited access)
Publication Date: 2020
Black stats : African Americans by the numbers in the twenty-first century by Monique W. Morris; Khalil Gibran Muhammad (Introduction by)
Call Number: eBook (w/ unlimited access)
Publication Date: 2014
Buy Black: How Black Women Transformed US Pop Culture by Aria S. Halliday
Call Number: eBook with unlimited access
Publication Date: 2022
Shopping While Black: Consumer Racial Profiling in America by Shaun L. Gabbidon; George E. Higgins
Call Number: eBook with unlimited access
Publication Date: 2020
Who's Buying by Race and Hispanic Origin by New Strategist Publications
Call Number: eBook (w/ unlimited)
Publication Date: 2015 (10th ed.)

BlackDemographics.com
African American Data Links (from U.S. Census Bureau)
African Americans Community (African American trends and news from Nielsen)
For more results from Nielsen, run the following query at Google
site:nielsen.com (black OR "African American")
Black Consumer Research (from Collage Group)
Black Digital Fact Pack 2021 from the B Code
Mediapost.com
Search the site with the keyword Black
Reports from Advertising Age
Run the following query at Google:
site:adage.com (black OR "African American") AND consumer
Reports and infographics from Claritas
Run the following query at Google:
site:claritas.com "black consumer"
Mintel Academic database has the "Multicultural" category under the Demographics tab. Or, search the database with the keyword black
Mintel's recent reports include:
- Black Consumers and Health - US
- Black Consumers' Culture & Community
- Black Consumers and Media Consumption
- Black Americans and Symbols of Identity - US

Asian-Americans

Books
Web Resources

Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers by Shalini Shankar
Call Number: eBook
Publication Date: 2015
American History Unbound : Asians and Pacific Islanders by Gary Y. Okihiro
Call Number: eBook (w/ unlimited access)
Publication Date: 2015
Asian American Assimilation:ethnicity, immigration, and socioeconomic attainment by Cuong Nguyen Le
Call Number: eBook (w/ unlimited)
Publication Date: 2007

AAPI Data
Demographic data and policy research on Asian Americans and Pacific Islanders
"Asian Americans: A Demographic Portrait" (from U of Michigan)
"Socioeconomic Statistics & Demographics" (from AsianNation)
"Asian Americans" (from Pew Research Center)
Asian American Community (from Nielsen)
For reports from Nielsen, run the following query at Google
site:nielsen.com "Asian American"
Asian American Market Report 2023 (from Claritas.com)
Mediapost.com
Search the site with the keyword Hispanic
Reports from Advertising Age
Run the following query at Google
site:adage.com "Asian American" AND consumer
Mintel Academic database has the "Multicultural" category under the Demographics tab.
Or, search the database with the keyword Asian or "Asian American"
Mintel's recent reports include:
- Asian American's Culture and Community - US
- Marketing to Asian Americans - US
- Asian American Beauty Consumer - US
- Marketing to Asian Millennials - US

LGBTQ

Books
Web Resources

Buying Gay: How Physique Entrepreneurs Sparked a Movement by David K. Johnson
Call Number: eBook (w/ unlimited access)
Publication Date: 2019
LGBTQ Stats: Lesbian, Gay, Bisexual, Transgender, and Queer People by the Numbers by Bennett Singer; David Deschamps; Jennifer Finney Boylan (Afterword by)
Call Number: eBook (w/unlimited access)
Publication Date: 2017
Queer Economics: A Reader by Joyce Jacobsen (Editor); Adam Zeller (Editor)
Call Number: eBook (w/ unlimited)
Publication Date: 2007
Selling Out: The Gay and Lesbian Movement Goes to Market by Alexandra Chasin
Call Number: eBook
Publication Date: 2000

National LGBT Chamber of Commerce
LGBTQ+ Inclusion: Ask Catalyst Express (resources from Catalyst)
LGBT Research (from CMI, Community Marketing & Insights)
Gender & LGBT (from Pew Research)
Eisend, M. & Hermann, E. (2019) Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis, Journal of Advertising 48(4), 380-400, DOI: 10.1080/00913367.2019.1628676
LGBT Thought and Culture database
An online resource hosting books, periodicals, and archival materials documenting LGBT political, social and cultural movements throughout the twentieth century and into the present day
Mintel Academic database.
Search the database with LGBTQ

Other Demographic Groups

Web Resources

Mintel Academic database
At the database, try the "Demographics" or "Trend Drivers" category to find market research on the consumer group.
RKMA Market Research Handbook Series
Explore the series to find consumer demographics and behaviors by industry.
The "Consumer Behavior 2023" and "Consumer Marketing & Advertising" books have sections on consumer demographics.