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Consumer panel · South America

Real consumers of Colombia, profiled by Frequent Research.

Know them by age and gender.

  • CapitalBogotá
  • CurrencyColombian peso (COP)
  • LanguagesSpanish
Explore the panel Get the panel book 1,037,541profiled consumers33profile tables$Colombian peso
  • GenderFemales50.9% · 528,108
  • Age30-4941.3% · 428,504
  • Education (highest level completed)Less than secondary / high school33.4% · 346,539
  • Occupation / Employment StatusFull-Time Employee28.5% · 295,699
  • Marital StatusSingle / Never Married37.5% · 389,078
  • Life Stage / GenerationMillennials (born 1981–1996)33.4% · 346,539
  • Ethnicity / Population BackgroundMestizo / White91% · 944,162
  • Department DistributionBogotá D.C.17.1% · 177,420
  • Annual Household Income (gross, COP)Low Household Income · COP 12,000,000 – COP 18,999,99916.3% · 169,119
  • Annual Personal Income (gross, COP)Low Income · COP 6,500,000 – COP 10,999,99916.8% · 174,307
  • Home Category (living arrangement)Own Primary Residence37.8% · 392,190
  • Dwelling TypeDetached House34.1% · 353,801
  • Parents of Children (age of youngest child)18+ Years (adult children)25% · 259,385
  • AutomotiveMotorcycle / Scooter Owners27.6% · 286,361
At a glance

Colombia in 6 numbers

  • 1,037,541profiled consumers in Colombia
  • Gender50.9%Females
  • Age41.3%30-49
  • Occupation28.5%Full-Time Employee
  • Personal income16.8%Low Income · COP 6,500,000 – COP 10,999,999
  • Technology28.3%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 49.1%509,433 Males
  • 50.9%528,108 Females

Largest group: Females at 50.9%

Age

5 groups
5.4%56,02713-17 25.8%267,68618-29 41.3%428,50430-49 18.1%187,79550-64 9.4%97,52965+

Largest group: 30-49 at 41.3%

Education (highest level completed)

9 groups
  • Less than secondary / high school33.4%346,539
  • Secondary / high school graduate21.5%223,071
  • Post-secondary vocational / technical training11.2%116,205
  • Some college / university – no degree7.1%73,665
  • Associate / short-cycle tertiary diploma2.4%24,901
  • Bachelor's degree15%155,631
  • Master's degree (MA, MSc, MBA, etc.)7%72,628
  • Professional degree (MD, DDS, LLB, JD, etc.)1.6%16,601
  • Doctorate (PhD, EdD)0.8%8,300

Largest group: Less than secondary / high school at 33.4%

Marital Status

5 groups
  • Married / Civil Partnership35.6%369,365
  • Single / Never Married37.5%389,078
  • Divorced3.8%39,427
  • Widowed / Separated5.3%54,990
  • Living with Partner (Cohabiting)17.8%184,682

Largest group: Single / Never Married at 37.5%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)33.4%346,539
  • Gen Z (born 1997–2012)31.3%324,750
  • Gen X (born 1965–1980)21%217,884
  • Baby Boomers (born 1946–1964)11.5%119,317
  • Silent Generation (born before 1946)2.8%29,051

Largest group: Millennials (born 1981–1996) at 33.4%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee28.5%295,699
  • Self-Employed / Contract / Freelance18%186,757
  • Student13.3%137,993
  • Retired8.8%91,304
  • Unemployed8.4%87,153
  • Homemaker6.9%71,590
  • Part-Time Employee5.7%59,140
  • Occasional or Seasonal Work4.7%48,764
Show all 11

Largest group: Full-Time Employee at 28.5%

Annual Household Income (gross, COP)

10 groups
14.4%149,406Very Low Household Income · Below COP 12,000,000 16.3%169,119Low Household Income · COP 12,000,000 – COP 18,999,999 14.5%150,443Lower-Middle Household Income · COP 19,000,000 – COP 25,999,999 13.5%140,068Middle Household Income · COP 26,000,000 – COP 34,999,999 12.8%132,805Upper-Middle Household Income · COP 35,000,000 – COP 45,999,999 10.2%105,829Comfortable Household Income · COP 46,000,000 – COP 59,999,999 9.2%95,454Affluent Household Income · COP 60,000,000 – COP 84,999,999 4.8%49,802High Household Income · COP 85,000,000 – COP 119,999,999 3.1%32,164Very High Household Income · COP 120,000,000 – COP 199,999,999 1.2%12,450Top Household Income Tier · COP 200,000,000 and above

Largest group: Low Household Income · COP 12,000,000 – COP 18,999,999 at 16.3%

Annual Personal Income (gross, COP)

10 groups
11.1%115,167Very Low Income · Below COP 6,500,000 16.8%174,307Low Income · COP 6,500,000 – COP 10,999,999 13.3%137,993Lower-Middle Income · COP 11,000,000 – COP 14,999,999 14.7%152,519Middle Income · COP 15,000,000 – COP 20,999,999 11.8%122,430Upper-Middle Income · COP 21,000,000 – COP 26,999,999 11%114,130Comfortable Income · COP 27,000,000 – COP 35,999,999 9.9%102,717Affluent Income · COP 36,000,000 – COP 49,999,999 6%62,252High Income · COP 50,000,000 – COP 69,999,999 4%41,502Very High Income · COP 70,000,000 – COP 119,999,999 1.4%14,526Top Income Tier · COP 120,000,000 and above

Largest group: Low Income · COP 6,500,000 – COP 10,999,999 at 16.8%

Banking & Financial Services

12 groups
  • Debit Card Users19.1%198,170
  • Online / Mobile Banking Users14.3%148,368
  • Credit Card Holders11.8%122,430
  • Digital Wallet / Mobile Money Users10.8%112,054
  • Personal Loan Holders9.8%101,679
  • Life Insurance Policy Holders8.5%88,191
  • Home Loan / Mortgage Holders6.2%64,328
  • Stock / Equity Traders4.6%47,727
Show all 12

Largest group: Debit Card Users at 19.1%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence37.8%392,190
  • Rent Primary Residence23.3%241,747
  • Live with Family Member(s) in Their Residence30.3%314,375
  • Live in Student / University Accommodation4.6%47,727
  • Other Living Arrangement4%41,502

Largest group: Own Primary Residence at 37.8%

Dwelling Type

11 groups
  • 34.1%353,801Detached House
  • 11.8%122,430Terraced / Row House / Townhouse
  • 10.9%113,092Bungalow / Single-Storey House
  • 9.7%100,641Semi-Detached House
  • 9.4%97,529Apartment / Flat – no outside space
  • 9%93,379Apartment / Flat – with balcony or garden
  • 4.5%46,689Cottage / Farmhouse
  • 3.2%33,201Condominium / Serviced Apartment
  • 2.8%29,051Dormitory / Hostel / Group Quarters
  • 2.3%23,863Mobile Home / Caravan
  • 2.3%23,863Other Dwelling Type

Largest group: Detached House at 34.1%

Parents of Children (age of youngest child)

5 groups
13.4%139,0300-2 Years 17.2%178,4573-6 Years 22.4%232,4097-12 Years 22%228,25913-17 Years 25%259,38518+ Years (adult children)

Largest group: 18+ Years (adult children) at 25%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner16.7%173,269
  • Household Budget Managers14.5%150,443
  • Primary Grocery Shoppers13.6%141,106
  • Dual-Income Households12%124,505
  • Multi-Generational Households7.8%80,928
  • Children's Education Decision Makers7.5%77,816
  • Single Parents6.4%66,403
  • Childcare / Nanny Service Users5.8%60,177
Show all 12

Largest group: Household Head / Main Earner at 16.7%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users19.9%206,471
  • Household Service Decision Makers15.7%162,894
  • Air-Conditioning / Cooling Service Customers12.2%126,580
  • Plumbing Service Customers11.9%123,467
  • Electrical Repair Service Customers11.7%121,392
  • Home Maintenance & Handyman Service Users8.5%88,191
  • Pest-Control Service Customers7.8%80,928
  • Laundry / Dry-Cleaning Service Users7.5%77,816
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 19.9%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Mestizo / White91%944,162
  • Afro-Colombian5%51,877
  • Indigenous2%20,751
  • Other ethnic groups / minorities (incl. Venezuelan-born)1.5%15,563
  • Raizal / Palenquero0.5%5,188

Largest group: Mestizo / White at 91%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 27.6%286,361Motorcycle / Scooter Owners
  • 20.7%214,771Mass-Market Car Owners
  • 8.7%90,266Commercial Vehicle Owners
  • 8.4%87,153Ride-Hailing & Delivery Drivers
All 11 groups

Technology & Digital Usage

  • 28.3%293,624Android Smartphone Users
  • 12.2%126,580Online Learning / E-Learning Users
  • 10.4%107,904Heavy Mobile App Users (3+ hours / day)
  • 8.2%85,078Generative AI & Chatbot Users
All 11 groups

Travel

  • 20.4%211,658Frequent Domestic Travellers (3+ trips a year)
  • 14.4%149,406Family Vacationers
  • 12.1%125,542Budget / Backpacker Travellers
  • 9.1%94,416Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.9%144,218Gardeners & Home Growers
  • 11.4%118,280Nature & Outdoor Leisure (camping, picnics)
  • 10.5%108,942Nightlife & Socialising Enthusiasts
  • 9.9%102,717Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 16.6%172,232Free Ad-Supported Video Platform Viewers
  • 12.7%131,768OTT / Subscription Video Streaming Subscribers
  • 11.2%116,205Music Streaming Users
  • 10.5%108,942Cinema-Goers
All 10 groups

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

  • 44.4%460,668Non-Tobacco / Nicotine Users
  • 14%145,256Beer Consumers
  • 12.4%128,655Wine & Spirits Consumers
  • 8.2%85,078Adult Tobacco Product Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17.6%182,607Audio / Headphone Device Owners
  • 16.7%173,269Consumer Electronics Purchase Decision Makers
  • 13.4%139,030Laptop / Desktop Computer Owners
  • 13.3%137,993Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 21.2%219,959Casual Social Media Content Posters
  • 16.9%175,344Short-Form Video Creators
  • 12.5%129,693Photo & Visual Content Creators
  • 11.1%115,167Influencers / Brand Collaborators
All 10 groups

Audience profiles

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

Department 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

Department Distribution

  1. Antioquia13.3%137,9932
  2. Bogotá D.C.17.1%177,4201
  3. Valle del Cauca8.9%92,3413
  • Bogotá D.C.17.1%177,420
  • Antioquia13.3%137,993
  • Valle del Cauca8.9%92,341
  • Atlántico5.6%58,102
  • Cundinamarca5.5%57,065
  • Santander4.7%48,764
  • Bolívar4.2%43,577
  • Córdoba3.3%34,239
  • Norte de Santander3.2%33,201
  • Nariño2.9%30,089
Show all 33

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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