What's a good source of Demographics or psychographics for

Can anyone recommend a good source for finding the demographics and/or psychographics for who's purchasing and reading mysteries with a breakdown by sub-genre -- including short stories?

I learned over fifteen years ago not to rely on the anecdotal information of what I saw at SF conventions because it is limited to the type of people who would attend that. When I tallied up all the conventions in the U.S. and compared them to the statistics gathered by one of the SF trade magazines, convention attendees accounted for less than 1% of total sales, therefore disqualifying it as a valid sampling.

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