Library: Marketing at Webster University Library: Market Research/Consumers

Marketing "generations" by age

Marketers label the generations using birth years and age ranges. The following document lists generation titles and profiles from: American Generations: Who they are and how they live, 9^th ed., 2018. Ithaca, NY: New Strategist Publication, Inc.

American generations: who they are and how they live (9th ed.) by New Strategist Press Editors (Editor)
Publication Date: 2018
eBook

Summary: This book provides an in-depth overview of the demographics of each generation, covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth. It includes 2016 attitudes data from the General Social Survey, 2015 time use data from the American Time Use Survey, as well as recent income, housing, labor force, and spending data. Household net worth, assets, and debt are also profiled.

The Generations (Gen X, Gen Y, Baby Boomers, etc.) and the Four P's
This document provides terms and synonyms (e.g. Millennials or Generation Y) to help one search for articles and reports about the generations and marketing concepts of place, promotion, product and price.

Consumer demographic databases

Global Consumer Survey (Statista) Best Bet
Compare global and regional trends in consumer behavior worldwide. The data from the Global Consumer Survey comes alive in an interactive browser-based analysis tool on the Statista platform. Users can create their individual target groups and analyses and export their findings into Excel or PowerPoint.
Statista Best Bet
Specializing in consumer and market data, Statista provides access to statistics from a wide range of topics. Access data sets, charts, infographics, survey results, studies, forecasts and more through Statista.
Bizminer
Great for aggregated financials for industries comprised of small- to medium-sized companies, including new business startups. The Industry Profiles provides aggregated 3- and 5-year industry financial profiles and ratios / averages. The Industry Market Profile provides market research reports and competitive market analysis at the national and local market area including competitors, annual industry sales, employment, productivity, startups, cessation rates and more. Recently added content provides COVID impact on a industry showing changes in industry sales and employment since 2019.
Business Market Research Collection (ProQuest)
This database contains company, industry, economic and geopolitical market research, including Hoover's Company Profiles, OxResearch from Oxford Analystica, and Snapshots.
eCommerce DB
Covering thousands of online stores in over 50 countries world wide, eCommerce DB provides detailed revenue analytics, competitor analysis, market development, marketing budget, and interesting KPIs, such as traffic, shipping providers, payment options, social media activity and many more.
Reference Solutions (Data Axle)
Search more than 50 million businesses in the U.S. Businesses module or 250 million individual consumers in the U.S. Consumers / Lifestyle. This resource helps users create small business and marketing plans, conduct competitive analysis and locate people and business competitors and partners.

Reference Solutions (Data Axel) database - US Consumer/Lifestyles module

Reference Solutions provides access to two databases:

- US Businesses covers over 79 million companies

- US Consumers / Lifestyles covers over 270 million consumers

The Consumers / Lifestyles module's Advanced Search allows one to search across geographic, demographic and lifestyle data:

- Housing - home value and household income

- Lifestyles - from apparel choices to travel.

- Consumer Snapshot - age, gender, ethnicity, religion, political party, years in home, etc. This data is considered "sensitive" and is reported only in the aggregated level; that is, individual consumers are not identified.

(image from ReferenceUSA database)