September 15, 2016


Reaching the right audience for any project, rebrand or campaign is a huge challenge. Many companies start by narrowing their target geographically. But once you’ve nailed where you’re pursuing, how do you know if the who really is the right match?

That’s where data comes in. 

Dozens of online resources can help you find who makes up your audience. With some digging, you can analyze data on people’s travel, spending and lifestyle habits.  

Here are seven sites to focus and explore your target demographic: 

  1. The United States Census Bureau has a visual map tool called the Census Explorer. Click on a state to explore information about its young adults, retailers, commuters and the general population. Want to know how many young adults live with their parents? This is the place to go.

  2. With the American Fact Finder, I learned the average age of someone living in Tacoma is 35.7. The tool lays out general population information – age, sex, race, housing and more.  

  3. Need information fast? The QuickFacts tool organizes basic information about people in areas with a population of 5,000 or more. Select a state, county, city or town to start exploring.  

  4. In the United States, 40 states have open data websites to surf. While every site is a little different, they all share one thing in common: tons of Excel spreadsheets on population density, housing and income.  

  5. The Pew Research Center has an entire section dedicated to social trends. Want to learn what young adults are (or aren’t) buying after the recession? Interested in how the middle class is affected in metropolitan areas? Look no further.

  6. Looking to dig deeper into social media usage? Check out two articles from the Pew Research Center’s Internet and Tech section: social media usage from 2005-2015 and demographics of social media users

  7. The Office of Financial Management has data on its own website, plus a helpful guide of resources to find information about health care, government agency performance and population. 

PRO TIP: Working on a social campaign, but not sure if you know enough about social channels to dive into demographics? Go straight to the source: Facebook, Twitter and Instagram all have basic stats about platform usage. 

Which websites do you use for data? Tweet at us @JayRayAdsPR