Demographic data, or simply demographics, refers to things about people that can be objectively counted and verified. Some examples: race/ethnicity, age, gender, income.
Basic Demographics:
The US Census website www.census.gov is the best place for demographic information. There are many tools and ways to use the information on the Census website. A few of those tools are below:
US Census Quick Facts- State and Towns - Get demographic data by town from Census data.
Bergen at a Glance - See data specific to Bergen County for 2012.
American Factfinder - A product of the US Census, American Factfinder provides Census data in user friendly format.
- In American Factfinder you can get data at the state, county, or town level. Type the location you are researching in the search box under 'Community.' A list of data tables about the population in that area will appear.
Demographics on expenditures:
The Bureau of Labor Statistics website http://www.bls.gov/ is a great place for employment and economic information. There are many tools and ways to use the information on the website. A few of those tools are below:
Consumer Expenditure Survey - The Consumer Expenditure Survey (CE) provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.
American Time Use Survey - The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
Brand Communities for Fast Moving Consumer Goods by Psychographics look at groups of people based on their attitudes or beliefs. The analysis of a person's day to day pattern of living as expressed in that person's activities, interests, and opinions.
Try looking in the Library databases ABI/Inform Complete and Business Source Premier . Use keywords about the group of people you want to learn more about:
Other keywords to try when searching psychographics: lifestyle, consumer research, consumer behavior, consumer attitudes
Lifestyle Market Segmentation by 
Marketing to Leading-Edge Baby Boomers by 
Marketing to the New Super Consumer Mom and Kid by 
Branded: the buying and selling of teenagers by 
