Base Demographics

Base Demographics provides comprehensive coverage of global demographics such as population, age, sex, and race as they relate to local administrative and/or postal geographies. The Base Demographics portfolio extends to 140 countries globally, offering information on 6.7 billion consumers.


  • The data is globally consistent, comparable and ideal for multi-national research.
  • Data quality is ensured by a strict quality control process, and maintained with continuous updates by our in-house statistical and geographic department.
  • Demographic data allows companies to target regional markets with increased precision and accuracy.
  • The ability to combine demographic data with the postcode, administrative or small area boundaries allows visualization and supports effective, efficient decision-making.


  • Population figures are shown as projected averages for the current year on the basis of official statistics. They are represented in absolute numbers and "per mile" shares.
  • Household data represents the total number of households per geography.
  • Gender is based on total population.
  • Age is represented in 15-year age bands.


Variables are included for:

  • Population
  • Households
  • Sex/gender
  • Age bands
  • Unemployed


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