Demographic Trait Breakouts – aytm Help Center

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:

Gender
Age Range
Household Income
Education
Race/Ethnicity

Employment Status
Career
Relationship Status
Parental status
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. 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.

2. 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.

3. 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
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.

4. Education

Survey Question: Please select your education level. (single-select)

No college
Some college
2yr degree
4yr degree
Grad school degree
Professional degree

5. Race/Ethnicity

US Survey Questions: Are you of Hispanic, Latino, or Spanish origin or descent? What race do you consider yourself to be? (multi-select)

African-American
Asian-American
Indian-American (only available for surveys fielded before February 2022)
Native American
White American
Multi-racial
Other

Note: Responses will be localized according to fielding country.

6. 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

7. 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 VAC / 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)

*only available in US surveys

8. 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.

9. 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

10. Age & Gender of Children under 18 in Household

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

11. Location

For respondents in the US we will include a States and Regions drop-down in the filters menu, but include Region, State, Country, County, City, Zip Code, CSA, and Metro Area in the raw data export, as available.

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!

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