The present invention is directed to systems and methods for generating information regarding demographic composition of a location using mobile devices associated with individuals at the location. A method of the present invention comprises receiving information indicating presence of one or more mobile devices associated with one or more individuals at a given location and identifying one or more attributes of the individuals. Information regarding demographic composition of the location is generated through use of the one or more attributes of the one or more individuals with which the one or more mobile devices are associated, wherein the one or more attributes may comprise one or more of age, relationship status, sex, sexual orientation, national origin, race, hobbies, occupation or religion.