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* UWM Libraries Subscription Databases
Simmons Insights (formerly Simmons Oneview)
Provides data on consumer preferences and purchase behavior for thousands of brands, products, and media properties as well as lifestyles, attitudes, and opinions. Hover over "Essentials"
in the top menu bar to generate Quick Reports
or customized Crosstab Reports
The dataset for this academic version of Simmons is 2-3 years older than the commercial version. The UWM Libraries has 10 simultaneous users for this database. If you cannot access the database, please try again later.
►Tutorial videos: Intro to Simmons | Creating Quick Reports | Interpreting Quick Reports
Claritas 360 (via SRDS Media Solutions)
Demographic & consumer segmentation reports by geographic markets (i.e. state, county or DMAs
The Claritas 360 module only works using Chrome
; to access, click above link and then Claritas 360 near the upper right.
►Tutorials: Intro to Claritas 360 in SRDS
video | Walkthrough to create Market Potential Reports
| For walkthroughs for more report types and other help, click links on main database page.
Mergent Intellect: Demographics
Demographic reports by county, city, or zip code.
*Tip: Click link above, then scroll down to "Demographics."
Data Axle Reference Solutions: US Consumers (formerly ReferenceUSA)
*Tip: After clicking on link, scroll down and choose "U.S. Consumers/Lifestyles."
Interactive tool that combines modern and historical US census and demographic data with an intuitive map interface, 1790 to present.
Consumer Info: Open Access Web Sites
data.census.gov (U.S. Census Bureau)
Main portal for U.S. Census demographic data for various geographic areas.
QuickFacts (U.S. Census Bureau)
Tables, maps, and charts of Census Bureau data; available for the nation, all states and counties, and cities and towns with populations of 5,000 or more.
Census Business Builder: Regional Analyst
Overview of the people and businesses in a specific geographic region, e.g. state, county, ZIP code. Reports include a high-level overview of the spending patterns of consumers in the area.
Consumer Expenditure Survey (U.S. Bureau of Labor Statistics)
Demographic information on the buying habits of American consumers for 300 broad product categories.
Visualization tool for open U.S. Government data on geographic locations, occupations, industries, and more. Map, compare, and download data, e.g. median household income by state.
Claritas Zip Code Lookup
Snapshots of demographic traits, lifestyles & behaviors by zip code.
ESRI Know Your Neighborhood App
Snapshots of socioeconomic, demographic & lifestyle characteristics by zip code. Some portions of the site may only be available for a fee.
Get Facts Wisconsin
Wisconsin demographic data at a range of geographic scales.