 Hey there, Chad Bonja here for High University Libraries. Several of my business students currently are researching the feasibility of bringing a target store to Athens, Ohio. This video is going to show you how to use MediaMarket Reporters to find demographics of target consumers, then therefore you can apply that to the local level using things like census data to get a better understanding of whether the Athens market meets the national trends for target consumers. So once again, I'm going to use MediaMarket Reporters to do this and here you go. So the first thing you'll want to do when you get to MediaMarket Reporters is register for free using your Ohio email address and that will send you a confirmation email and then you can log into the database. I'm going to log in as me here and once you log in ignore everything on the page except for this link to MediaMarket Reporters. It's going to take us to the page here and we're going to click on fall 2012 product and we can go down and search by keywords. We're going to search for target and do a search here and we can see here is time shop at department stores who is shopped at target and for example four times in the last 30 days, three times in the last 30 days. So what this will give you is demographics of those people who shop at target. So what this says out of the total adult population of 232 million, 11 million of them are projected to have shopped at target in the last 30 days which is 5.1% of the population. Okay so you can actually go down and look at things like their age group and things like that. What this will tell you if you see this percent down here this says of those people who shopped at target in the last 30 days three times or more 22.1% of them were age 25 to 34. So again you can use this kind of information to apply to local level using census data and this is national trend so you want to find out what's your local market is like using things like census data, census quick facts and things like that. So this is census quick facts if you just Google census quick facts it'll get you right here you can basically go in and click on for example Ohio and say we're going to choose a city and let's do like Athens for example. I actually like census quick facts better than the American fact finder because I think it finds information a little bit easier and it gets to the same information here. So we just do Athens this gives us some quick facts hence the name about Athens but if you want more detailed data which I actually prefer to do that if you click on browse data sets here it'll take you into things like here's our economic characteristics or demographic and housing characteristics things like that social characteristics. So if you click on that it'll take you into the actual demographic data from American fact finder. You can kind of see once this loads it's American fact finder can be a touch difficult to use but see here we have the information that we can then match up with the data from Simply Maps so if we say well how many 25 to 34 year olds are there in Athens and is that does that mean it's a good market to to open a target in because you know a lot of people this age group like to shop a target apparently. So you can use that data to to match with what we know about national trends from media mark reporter. Likewise this is the social characteristics of Athens Ohio you can see it does mention educational attainment so once again if we read in media mark reporter that highly educated people shop at Target a lot. We can look at the educational attainment trends in Athens and see if Athens is a good match based upon the census data and what we know about the national trends from media mark reporter data. So once again this is how you bring that media mark reporter data down to the local level using the census information. Hope for this video helped you better understand how to use media mark reporter should you need more help look for the contact link on the business blog glad to help you anyway I can take care and have a great day.