 Hey there, Chad Barnes here for High University Libraries and this video I'm going to show you how to find demographics of users or consumers who engage or buy a particular product or engage in a particular activity. In this example I'm using sporting goods, in particular I'm using outdoor activities such as like fishing, hiking, camping, canoeing, mountain biking, things like that. So this video shows you how to find detailed demographic information at the national level for those particular users of that product or those people who engage in that particular leisure activity. So here you go. So MediaMark Reporter or MRI contains information on national demographics for people who buy a particular product or participate in a particular activity. To use MRI what we're going to do, if you've never done so before, is register for free right here in the center using your high email address or if you're not affiliated with High University, check with your local library to see if you have access. I'm going to log in as me here and just click log in. And upon doing so I'm taking to the MRI home page here, ignore everything else on this page except for this link and just click right here on MediaMark Reporter. It's going to take us into the database here. And what we're going to do is click on the fall 2012 product. And a couple of ways to do this. We can go over here and actually search. I'm just going to search for fishing to see what that brings up. So here it brings up if you own a fishing boat, alright. How often engaged in, if you do freshwater fishing, so if you do freshwater fishing once a week, I'd say that's pretty big fisherman there, alright. So different things you can look at here and you can see that there's this whole category here. Just like in the Simply Map they put things into various categories here. So I'll show you what this means here. Basically what this says is of the total adult population of 232 million people over the age of 18, 2 million of them are projected and they didn't actually interview everybody on the planet here, it's just a mathematical projection based upon their surveys, 2 million are projected to have engaged in fishing once a week, alright, which is .9% of the adult population here. Okay, if we scroll down here, what we can look at, I'm just going to click a category here that looks pretty good, we'll choose this one right here. Alright, so what this says is of those who engaged in freshwater fishing once a week, 23.7% of them were the age of 35 to 44, okay. So this is a way, this column here, the percent down column, basically is a way to measure who your biggest players are, your biggest purchasers, your biggest consumers, your people who are most engaged in activity in a particular area. Okay, so this will be our target market and we could use this to kind of identify if we say, well, I'm looking at information about Spokane, Washington as an example, we might want to look and see how many people in the age of 35 to 44 in that particular location live there, okay. If there's not a whole lot of people that age group live there, we might want to see what other age groups live there, okay. If everyone is in a younger demographic, if it's a college town for example, probably not going to be the place to open a proficient shop unless there happens to be like a really killer lake nearby or something like that. As you scroll down, you can see there's occupation information, household information, things like that. So we can see that people who go fishing quite a bit have a pretty substantial household income as opposed to people who are a little bit on the lower pay scale, okay. So and then the highly affluent are not likely to go fishing very much, they probably have other activities that they engage in. And as you scroll down here, you can see there's all kind of stuff on marital status, home value, children, things like that, race, all that kind of good stuff. Okay, so if you wanted to do another way to do this, you can actually go under, you can see there's a travel section, there's leisure sports. If we go over here and click change report, you can click on go down and say, well that was in a leisure category, leisure sports. And you can see information about camping, hobbies engaged in, lots of different hobbies here, leisure activities helped and engaged in. And so here's, you know, all kinds of stuff. We'd find stuff on hiking, fishing, camping, things like that, skiing, snowboarding, all this kind of stuff that would be good, particularly when you're trying to figure out what the demographics of a particular user group are. This gives you very good information for that particular user group here in media media Mark reporter. Now, because media Mark reporter is national level data, in order to adapt that level, adapt that data down to the local level, you want to use either census information or things like that for the local area looking at. And so the project I'm working on right now is looking at Spokane or spoken Washington or spoken County. And so we can go into look at demographic data, economic data for the for the area and try to figure out what's the overall median household income and how does that match up with what's the big users of fishing or hiking or whatever from media Mark, look at things like the average age, based on population data, race, things like that home value, number of children, things like that to all figure out if opening a fishing store or what the fishing market is like in a Spokane, you can basically combine the two resources kind of not get an exact guess, but kind of interpolate various data sources, two different data sources to kind of draw an educated conclusion about whether it's going to be a good place to open up a fishing shop or a ski shop or a bike store or what have you. So that's how you might use that down to the local level. Hope this video helped you with your research should anymore help look for the contact link on the business blog. We got to help you anyway I can take care and have a great day.