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Consumer panel · South America

Real consumers of Argentina, profiled by Frequent Research.

Know them by age and gender.

  • CapitalBuenos Aires
  • CurrencyArgentine peso (ARS)
  • LanguagesSpanish
Explore the panel Get the panel book 910,292profiled consumers33profile tables$Argentine peso
  • GenderFemales50.6% · 460,608
  • Age30-4939.4% · 358,655
  • Education (highest level completed)Less than secondary / high school30.1% · 273,998
  • Occupation / Employment StatusFull-Time Employee37.1% · 337,718
  • Marital StatusSingle / Never Married37.5% · 341,360
  • Life Stage / GenerationGen Z (born 1997–2012)33.9% · 308,589
  • Ethnicity / Population BackgroundEuropean descent (Italian, Spanish, other)80% · 728,234
  • Province DistributionBuenos Aires Province37.1% · 337,718
  • Annual Household Income (gross, ARS)Low Household Income · ARS 5,500,000 – ARS 9,499,99919.1% · 173,866
  • Annual Personal Income (gross, ARS)Low Income · ARS 3,200,000 – ARS 5,499,99917.3% · 157,481
  • Home Category (living arrangement)Own Primary Residence43.3% · 394,156
  • Dwelling TypeDetached House32.2% · 293,114
  • Parents of Children (age of youngest child)18+ Years (adult children)26.8% · 243,958
  • AutomotiveMass-Market Car Owners31.7% · 288,563
At a glance

Argentina in 7 numbers

  • 910,292profiled consumers in Argentina
  • Gender50.6%Females
  • Age39.4%30-49
  • Where they live37.1%Buenos Aires Province
  • Occupation37.1%Full-Time Employee
  • Personal income17.3%Low Income · ARS 3,200,000 – ARS 5,499,999
  • Technology28.6%Android Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 49.4%449,684 Males
  • 50.6%460,608 Females

Largest group: Females at 50.6%

Age

5 groups
5.5%50,06613-17 28.1%255,79218-29 39.4%358,65530-49 18.5%168,40450-64 8.5%77,37565+

Largest group: 30-49 at 39.4%

Education (highest level completed)

9 groups
  • Less than secondary / high school30.1%273,998
  • Secondary / high school graduate23.7%215,739
  • Post-secondary vocational / technical training12.6%114,697
  • Some college / university – no degree8%72,823
  • Associate / short-cycle tertiary diploma2.4%21,847
  • Bachelor's degree14.2%129,261
  • Master's degree (MA, MSc, MBA, etc.)6.8%61,900
  • Professional degree (MD, DDS, LLB, JD, etc.)1.4%12,744
  • Doctorate (PhD, EdD)0.8%7,282

Largest group: Less than secondary / high school at 30.1%

Marital Status

5 groups
  • Married / Civil Partnership36.1%328,615
  • Single / Never Married37.5%341,360
  • Divorced6%54,618
  • Widowed / Separated5.1%46,425
  • Living with Partner (Cohabiting)15.3%139,275

Largest group: Single / Never Married at 37.5%

Life Stage / Generation

5 groups
  • Gen Z (born 1997–2012)33.9%308,589
  • Millennials (born 1981–1996)31.7%288,563
  • Gen X (born 1965–1980)20.3%184,789
  • Baby Boomers (born 1946–1964)11.5%104,684
  • Silent Generation (born before 1946)2.6%23,668

Largest group: Gen Z (born 1997–2012) at 33.9%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee37.1%337,718
  • Student12%109,235
  • Self-Employed / Contract / Freelance11.8%107,414
  • Retired10%91,029
  • Part-Time Employee7.3%66,451
  • Homemaker6.8%61,900
  • Unemployed5.9%53,707
  • Occasional or Seasonal Work3.6%32,771
Show all 11

Largest group: Full-Time Employee at 37.1%

Annual Household Income (gross, ARS)

10 groups
6.4%58,259Very Low Household Income · Below ARS 5,500,000 19.1%173,866Low Household Income · ARS 5,500,000 – ARS 9,499,999 17.7%161,122Lower-Middle Household Income · ARS 9,500,000 – ARS 12,999,999 16.4%149,288Middle Household Income · ARS 13,000,000 – ARS 16,999,999 16.8%152,929Upper-Middle Household Income · ARS 17,000,000 – ARS 22,999,999 10.5%95,581Comfortable Household Income · ARS 23,000,000 – ARS 29,999,999 7.2%65,541Affluent Household Income · ARS 30,000,000 – ARS 40,999,999 3.5%31,860High Household Income · ARS 41,000,000 – ARS 59,999,999 1.4%12,744Very High Household Income · ARS 60,000,000 – ARS 94,999,999 1%9,103Top Household Income Tier · ARS 95,000,000 and above

Largest group: Low Household Income · ARS 5,500,000 – ARS 9,499,999 at 19.1%

Annual Personal Income (gross, ARS)

10 groups
7.2%65,541Very Low Income · Below ARS 3,200,000 17.3%157,481Low Income · ARS 3,200,000 – ARS 5,499,999 14.9%135,634Lower-Middle Income · ARS 5,500,000 – ARS 7,499,999 15.5%141,095Middle Income · ARS 7,500,000 – ARS 9,999,999 16.9%153,839Upper-Middle Income · ARS 10,000,000 – ARS 13,999,999 10.7%97,401Comfortable Income · ARS 14,000,000 – ARS 17,999,999 9.3%84,657Affluent Income · ARS 18,000,000 – ARS 24,999,999 4.9%44,604High Income · ARS 25,000,000 – ARS 35,999,999 2.2%20,026Very High Income · ARS 36,000,000 – ARS 59,999,999 1.1%10,013Top Income Tier · ARS 60,000,000 and above

Largest group: Low Income · ARS 3,200,000 – ARS 5,499,999 at 17.3%

Banking & Financial Services

12 groups
  • Credit Card Holders22.3%202,995
  • Debit Card Users14%127,441
  • Online / Mobile Banking Users11.1%101,042
  • Digital Wallet / Mobile Money Users11%100,132
  • Personal Loan Holders8.2%74,644
  • Home Loan / Mortgage Holders6.7%60,990
  • Life Insurance Policy Holders6.7%60,990
  • Cryptocurrency Users5.2%47,335
Show all 12

Largest group: Credit Card Holders at 22.3%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence43.3%394,156
  • Rent Primary Residence20.6%187,520
  • Live with Family Member(s) in Their Residence28.2%256,702
  • Live in Student / University Accommodation3.9%35,501
  • Other Living Arrangement4%36,412

Largest group: Own Primary Residence at 43.3%

Dwelling Type

11 groups
  • 32.2%293,114Detached House
  • 15.1%137,454Apartment / Flat – with balcony or garden
  • 11.4%103,773Apartment / Flat – no outside space
  • 9.6%87,388Bungalow / Single-Storey House
  • 9%81,926Terraced / Row House / Townhouse
  • 7%63,720Semi-Detached House
  • 4%36,412Condominium / Serviced Apartment
  • 3.8%34,591Cottage / Farmhouse
  • 3.6%32,771Dormitory / Hostel / Group Quarters
  • 2.3%20,937Other Dwelling Type
  • 2%18,206Mobile Home / Caravan

Largest group: Detached House at 32.2%

Parents of Children (age of youngest child)

5 groups
13%118,3380-2 Years 16%145,6473-6 Years 23%209,3677-12 Years 21.2%192,98213-17 Years 26.8%243,95818+ Years (adult children)

Largest group: 18+ Years (adult children) at 26.8%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner16.4%149,288
  • Primary Grocery Shoppers15.5%141,095
  • Dual-Income Households11.2%101,953
  • Household Budget Managers10.5%95,581
  • Multi-Generational Households9.1%82,837
  • Single Parents8.3%75,554
  • Children's Education Decision Makers6.8%61,900
  • New Parents (child under 1 year)5.5%50,066
Show all 12

Largest group: Household Head / Main Earner at 16.4%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers16.7%152,019
  • Plumbing Service Customers16.4%149,288
  • Home Maintenance & Handyman Service Users12.4%112,876
  • Electrical Repair Service Customers12.2%111,056
  • Residential Cleaning / Domestic Help Users12.1%110,145
  • Air-Conditioning / Cooling Service Customers9.7%88,298
  • Landlords & Property Managers7.4%67,362
  • Pest-Control Service Customers6.8%61,900
Show all 9

Largest group: Household Service Decision Makers at 16.7%

Where they live

Regions and background across the country.

Ethnicity / Population Background

4 groups
  • European descent (Italian, Spanish, other)80%728,234
  • Mestizo15%136,544
  • Other ethnic groups / minorities (Afro, Asian, Middle Eastern)3%27,309
  • Indigenous2%18,206

Largest group: European descent (Italian, Spanish, other) at 80%

Province Distribution

24 groups
  • Buenos Aires Province37.1%337,718
  • Buenos Aires City (CABA)8.4%76,465
  • Córdoba8.3%75,554
  • Santa Fe7.6%69,182
  • Mendoza4.3%39,143
  • Tucumán3.8%34,591
  • Entre Ríos3.1%28,219
  • Salta2.9%26,398
  • Misiones2.6%23,668
  • Corrientes2.6%23,668
Show all 24

Largest group: Buenos Aires Province at 37.1%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 31.7%288,563Mass-Market Car Owners
  • 17.4%158,391Car Insurance Policy Holders
  • 13.1%119,248Motorcycle / Scooter Owners
  • 9.7%88,298Vehicle Service & Repair Decision Makers
All 11 groups

Technology & Digital Usage

  • 28.6%260,344Android Smartphone Users
  • 9.9%90,119Online Learning / E-Learning Users
  • 9.6%87,388Heavy Mobile App Users (3+ hours / day)
  • 9.1%82,837Generative AI & Chatbot Users
All 11 groups

Travel

  • 19.1%173,866Frequent Domestic Travellers (3+ trips a year)
  • 14.7%133,813Family Vacationers
  • 10.2%92,850International Travellers
  • 9%81,926Budget / Backpacker Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.2%120,159Gardeners & Home Growers
  • 11.2%101,953Nature & Outdoor Leisure (camping, picnics)
  • 11.1%101,042Nightlife & Socialising Enthusiasts
  • 10.5%95,581Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
All 12 groups

Media & Entertainment

  • 15.7%142,916Free Ad-Supported Video Platform Viewers
  • 15.2%138,364OTT / Subscription Video Streaming Subscribers
  • 13.7%124,710Music Streaming Users
  • 10.8%98,312Linear / Pay-TV Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 26.5%241,227Non-Tobacco / Nicotine Users
  • 22.3%202,995Wine & Spirits Consumers
  • 19.7%179,328Adult Tobacco Product Users
  • 12.9%117,428Beer Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 16.9%153,839Consumer Electronics Purchase Decision Makers
  • 14.2%129,261Audio / Headphone Device Owners
  • 13.4%121,979Laptop / Desktop Computer Owners
  • 12.7%115,607Major Home Appliance Buyers
All 10 groups

Content Creators & Social Media Influence

  • 23.1%210,277Casual Social Media Content Posters
  • 14.6%132,903Short-Form Video Creators
  • 13.8%125,620Photo & Visual Content Creators
  • 10.7%97,401Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. In-Store Shoppers14.8%134,7232
  2. Value & Discount Seekers17.2%156,5701
  3. Online Shoppers13.8%125,6203
  • Value & Discount Seekers17.2%156,570
  • In-Store Shoppers14.8%134,723
  • Online Shoppers13.8%125,620
  • Fashion & Apparel Shoppers8.8%80,106
  • Omnichannel Shoppers8.2%74,644
  • Brand-Loyal Shoppers7.4%67,362
  • Home & Furnishing Shoppers6.7%60,990
  • Impulse Buyers5.7%51,887
  • Social Commerce / Live-Shopping Buyers5.3%48,245
  • Second-Hand & Re-Commerce Shoppers4.8%43,694
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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