University Library: Resort & Hospitality Strategic Management: DemographicsNOW tutorial

DemographicsNOW Handouts

DemographicsNow (Gale) This link opens in a new window
Provides comprehensive commercial and residential information for users to assess business viability, analyze population trends, identify potential customers, and more. Create and download customized reports based on geography.

Demographic Reports Overview
A list of the reports that users can generate along with their descriptions.
Mosaic Segment Descriptions
Breaks down demographic groups into segments based on lifestyle preferences. Nineteen overarching groups are broken down into 71 segments and includes details from household income to leisure activities. These reports will be helpful as you try to identify markets for you products/services.
Group Portrait - Singles & Starters
This example report identifies a segment of the population who are recent college graduates, starting families, or first-time homeowners.

DemographicsNOW - Steps to Create Reports

From the Library homepage, click Search in the black ribbon.

Below is the Database Directory. There are several ways to access any database:

If you know the database name, type it in the search box and click Go.
Search by Subject. Click the All Subjects down menu for the complete list of subject options.

DemographicsNOW Help

Under the Help link, find a couple of useful resources including the Demographic Reports Guide, which describes the types of reports you can generate from the database. The Mosaic USA Group and Type reports describe the people who are likely to participate in the activities or use the products you plan to offer/sell/produce.

Create a Report in DemographicsNOW

Choose Geography

Click Options to see the drop down menu.
Select Geography List

Choose a Geography

Choosing Places allows the users to select by state. Remember, for Comparison or Ranking reports, you will need to select a minimum of two cities. The maximum number of cities you may include is sixteen (16).

Select a Report Type and Select a Report Name

1. Report Type options:

Summary - delivers information on a single geographic location
Rank - sorts geographies based on a single variable from high to low
Comparison - compares multiple geographic areas (2 to 16) by the variables in the report.

Select a Report. Scroll to the drop down menu and select a report. Refer to the Demographic Reports Guide (in the Handouts box) for a complete list of reports along with their descriptions.