aytm offers demographic traits with every Panel survey so you don't have to ask about them in your survey. Available traits vary by fielding country, but can include:
In This Article
- Locale
- Gender
- Age Range
- Household Income
- Hispanic Origin
- Race/Ethnicity
- Education
- Employment Status
- Career
- Relationship Status
- Parental Status
- Age & Gender of Children under 18
- Location
- Country and Device
- Virtual Question Presets
After your survey is launched, all of these data points are included in the raw data and can be used as filters or through Virtual Question presets on your statistics page.
The traits included in your study are listed in the left sidebar. Any demographic traits not listed will need to be added to the body of the survey. If you have any questions or don't see the trait you need, chat with us or submit a ticket and we will be glad to help.
1. Locale
Whether respondents see a language question at all depends on the fielding country and how your survey is programmed. There are three cases:
- Single-language markets (most countries): there is no language question, and no language choice to make.
- Multi-language markets, survey restricted to one language: respondents get a fluency screener — "This survey is written in English. Can you fluently read & write in English?" (Yes / No). Roughly 34 markets support more than one language.
- Multilingual surveys: respondents pick their language from answer options reading "I prefer to complete this survey in English.", "Prefiero completar esta encuesta en español.", and so on for each language your survey is programmed in.
In all cases where the trait exists, it appears in your raw data and in the stats-page sidebar as Locale. On the Target Market page the two variants are labeled Language (fluency screener) and Multilingual (language picker).
aytm's proprietary panel supports 28 languages across 106 locales in 55 countries. To learn more about programming a survey in multiple languages, visit these Help Center articles:
2. Gender
Survey Question: What is your gender? (single-select)
In the US, UK, and Canada, Gender traits include Female, Male, and Non-binary / Other. For all other countries, the default is Female and Male. If you would like to add an inclusive gender question to your survey for other countries, please contact our support team.
⚠️ Note: Accounts configured for a binary gender trait will see only Female and Male, including in the US, UK, and Canada.
3. Age
Survey Question: Please specify your age
The specific age of a respondent will be shown in raw data exports, but filters are included for the following age ranges:
- 13–17*
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65–74
- 75+
*The minimum age shown on the Target Market page is 18. To field to respondents aged 13–17, please contact support.
US Census balancing. A general-population US Census preset is available. Age-restricted Census presets for 18–64 and 18–65 are both available upon request—reach out to your Account Manager or support@aytm.com to discuss enabling these presets on your account.
4. Household Income
Depending on the fielding country, the survey question will ask for either annual or monthly household income.
Annual Survey Question: What is your annual household income before tax? (single-select)
In the US, the brackets are:
- $0–$24,999
- $25,000–$49,999
- $50,000–$74,999
- $75,000–$99,999
- $100,000–$199,999
- $200,000 or more
⚠️ Note: The brackets above are US-only. Other markets use their own currency and their own bracket counts—Canada uses five CAD brackets, the UK uses five GBP brackets, and so on. Brackets are not simply translated versions of the US list.
Monthly Survey Question: What is your monthly household income before taxes? (single-select)
Only the following countries ask for monthly income:
- Brazil
- Colombia
- Egypt
- Hong Kong
- Kenya
- Malaysia
- Mexico
- Nigeria
- Saudi Arabia
- South Africa
- Thailand
- Vietnam
- Morocco (coming soon)
Brazil: Socioeconomic Levels (SEL)
In Brazil, monthly household income (HHI) data can be aligned with Socioeconomic Levels (SELs)—a classification used to segment the population by relative wealth and living standards. Where the SEL trait is enabled on your account, HHI and SEL are derived from the same response, so no additional trait questions are needed, and both appear as separate variables in the data.
⚠️ Note: SEL is an optional account feature. Without it, Brazil surveys receive the standard monthly household income trait and no SEL variable. Contact your Account Manager to have it enabled.
"Prefer not to state" in the EU5 and Austria
In the UK, Germany, France, Italy, Spain, and Austria, the Household Income trait includes a "Prefer not to state" response option to align with respondent expectations and local norms. Adding "Prefer not to state" does not impact the incidence rate (IR) when HHI is filtered. All API partners are fully mapped, and this update does not increase the likelihood of incorrect demographic traits. When Household Income is not used as a filter, internal testing indicates approximately 1–3% of respondents in these markets may select "Prefer not to state".
Historical surveys: Surveys fielded before the introduction of "Prefer not to state" will not contain this response. When merging older and newer studies, this difference should be expected.
Survey cloning: Cloned surveys will include the updated Household Income trait, including "Prefer not to state", even if the original survey did not have this option.
5. Hispanic Origin
Survey Question: Are you of Hispanic, Latino, or Spanish origin or descent? (single-select)
- Yes
- No
⚠️ Note: Hispanic Origin is a US-only trait. It is not available in any other fielding country.
6. Race/Ethnicity
Survey Question: Which of the following ethnicities do you identify with? Please select all that apply. (multi-select)
In the US, respondents choose from:
- White
- Black / African American
- Asian-American
- American Indian, Alaska Native, Native Hawaiian, or Other Pacific Islander
- Other Race
The Target Market page offers a sixth targeting option, Multi-racial, for respondents who identify with more than one category. It is a targeting option only—the stats-page filter returns the five single-race values above.
In US surveys this trait is labeled Race; in all other markets it is labeled Race/Ethnicity.
⚠️ Note: Race/Ethnicity is not simply translated between markets—the categories themselves differ by country, and 19 of our 55 fielding countries have no race trait at all: Austria, China, France, Germany, Ireland, Italy, Japan, Kenya, Morocco, Netherlands, Nigeria, Poland, Romania, South Korea, Spain, Sweden, Thailand, Turkey, and Venezuela.
7. Education
Survey Question: Please select your education level. (single-select)
- No college
- Some college
- 2yr degree
- 4yr degree
- Grad school degree
- Professional degree
8. Employment Status
Survey Question: Your employment status: (single-select)
- Employed, full-time
- Employed, part-time
- Self-employed / Freelancer
- Student
- Homemaker/Stay-at-home Parent
- Retired
- Disabled
- Temporarily Unemployed
9. Career
Survey Question: Your career: (single-select)
- Accounting / Banking / Finance
- Advertising / Graphic Design
- Agriculture / Forestry / Fishing
- Architecture
- Arts / Media / Entertainment / Recreation
- Automotive
- Aviation / Aerospace
- Bio-Tech
- Brokerage
- Cannabis*
- Carpentry / Electrical / Plumbing / VVS or HVAC / Contracting
- Chemicals / Plastics / Rubber
- Clerical
- Communications/Information
- Computer Hardware / Electronic Equipment
- Computer related products or services / Computer Reseller
- Computer Software
- Construction
- Consulting
- Consumer Electronics
- Consumer Products and Packaged Goods
- Education
- Energy / Utilities / Oil and Gas / Petroleum / Petrochemicals
- Engineering
- Environmental Services / Life Sciences
- Fashion/Textiles/Apparel
- Food / Beverage
- Freelance / Gig Worker (e.g., Lyft/Uber/Air B&B, etc.)
- Government (Local, State, Federal) / Public Sector
- Healthcare/Medical/Medical devices
- Hospitality / Tourism / Restaurants
- Human Resources
- Insurance
- Internet Services
- IT / Information Technology / Technology
- Law Enforcement / Fire Services / Public Safety
- Legal/Law
- Machinery/Equipment
- Management
- Manufacturing/Production
- Market Research
- Marketing/Sales/Marketing Services
- Military
- Mining
- Non-Profit / Social Services / Religious Organization
- Personal Services
- Pharmaceuticals / Biotech
- Printing / Publishing
- Public Relations
- Real Estate / Property
- Retail / Wholesale
- Security
- Shipping / Distribution / Logistics / Warehousing
- Small Business Owner
- Telecommunications
- Transportation
- Other
- Not employed (student / disabled / retired)
*Cannabis is only available in US surveys.
10. Relationship Status
Survey Question: Please select your relationship status. (multi-select)
- Single
- Married
- Widowed
- Living with a significant other*
- Engaged
- Divorced/Separated
*In Taiwan, Hong Kong, Indonesia, Saudi Arabia, Egypt, the United Arab Emirates, Turkey, and Morocco, respondents see "In a committed/long-term relationship" instead, to reflect local norms and regulations.
11. Parental Status
Survey Question: Are there children under the age of 18 living in your household? (single-select)
- No, there are no children under 18 living in my household
- One child
- Two children
- Three children
- Four children
- Five or more children
12. Age & Gender of Children under 18 in Household
Survey Question: Please select the age and gender of your children below: (multi-select)
13. Location
For respondents in the US we will include the following drop-downs in the filters menu:
- Zip
- County
- MSAs
- CSA
- State
- Region
- DMA
14. Country and Device
Two additional traits are included with every Panel survey, in every market:
- Country—the respondent's fielding country.
- Device—the device type the respondent used to take the survey.
Both appear in your raw data and can be used as filters on the stats page.
⚠️ Note: The number of traits available varies by country—some international markets offer fewer than the full set above. For each country, the demographics listed on the Target Market page will be included with your raw data.
Virtual Question Presets
Demographic trait presets let you parse your data without building the splits by hand. The presets available in a given study are generated from the traits that study actually has, so the number varies by fielding country. A few presets (Age range, Race/Ethnicity, and Relationship status) have extra considerations as you set up your VQ.