aytm offers demographic traits with every Panel survey so you don't have to ask about them in your survey. Available traits may vary per country, but can include: 

• 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

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.

Available demographic data may vary per country; included traits will be listed in the left side bar. 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

Survey Question: Which language would you prefer to take this survey? (single-select)

aytm's proprietary panel supports over 30 languages. If you have programmed a survey in more that one language, this will be trait your can filter by on the stats page.

To learn more about programming a survey in multiple language, visit these Help Center articles:

• Building a Multilingual Panel Survey 
• Countries and Languages Supported

2. Gender

Survey Question: What is your gender? (single-select)

In the US, UK, and Canada, Gender traits include Females, Males, and Non-binary. For all other countries, the default is Females and Males. If you would like to add an inclusive gender question to your survey for other countries, please contact our support team.

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+
• US Census Balancing for ages 18-65 is available upon request. Please reach out to your Account Manager or support@aytm.com to discuss enabling this preset on your account.

Note: The minimum age shown on the Target Market page is 18, but please contact support if you would like to reach this age range in your study.

4. Household Income

Depending on the fielding country, the survey question will ask for either monthly or annual household income. 

Annual Survey Question: Please select your income range (single-select)

• $0-$24,999
• $25,000 - $49,999
• $50,000 - $74,999
• $75,000 - $99,999
• $100,000 - $199,999
• $200,000+

Monthly Survey Question: What is your monthly household income before taxes? (single select)

Only the following countries will ask for monthly income:

• Brazil 

  Note: In Brazil, monthly household income (HHI) data aligns with Socioeconomic Levels (SELs)—a classification used to segment the population by relative wealth and living standards. Since HHI overlaps with SELs, no additional trait questions are needed. Both HHI and SEL will appear as separate variables in the data.

• Colombia
• Egypt
• Hong Kong
• Kenya
• Malaysia
• Mexico
• Nigeria
• Saudi Arabia
• South Africa
• Thailand
• Morocco (coming soon)

Note: Responses will be localized according to fielding country.

Prefer not to state
 

EU5 exception: In the UK, Germany, France, Italy, and Spain, 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 EU5 respondents 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.

5. Hispanic Origin

Survey Question: Are you of Hispanic, Latino, or Spanish origin or descent? (single-select)

• Yes
• No

6. Race/Ethnicity

Survey Question: Which of the following ethnicities do you identify with? Please select all that apply. (multi-select)

• White
• Black/African American
• Asian-American
• American Indian, Alaska Native, Native Hawaiian, or Other Pacific Islander
• Other

Note: Responses will be localized according to fielding country.

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)

*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

*Respondents will see a modified answer choice in countries where this is illegal.

11. Parental Status

Survey Question: Are there children under 18 in your household? (single-select)

• No children 
• 1 child 
• 2 children 
• 3 children 
• 4 children 
• 5+ children

12. Age & Gender of Children under 18 in Household

Survey Question: Please select the age and gender of your child(ren). (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

Note: Some international countries may offer less than 10 traits. For each country the demographics listed on the Target Market page will be included with your raw data.

Virtual Question Presets

Depending on the availability of traits in your fielding country, there are up to 17 demographic trait presets available to parse data. A few of these (Age range, Race/Ethnicity, and Relationship status) have extra considerations as you set up your VQ.

Learn more about Virtual Question Presets in the aytm Help Center!