Gender
2 groups- 49.8%50,036 Males
- 50.2%50,438 Females
Largest group: Females at 50.2%
Real consumers of Ireland, profiled by Frequent Research.
Know them by age and gender.
- CapitalDublin
- CurrencyEuro (EUR)
- LanguagesEnglish, Irish
- GenderFemales50.2% · 50,438
- Age30-4940.7% · 40,893
- Education (highest level completed)Bachelor's degree28.2% · 28,334
- Occupation / Employment StatusFull-Time Employee39.6% · 39,788
- Marital StatusMarried / Civil Partnership48.2% · 48,428
- Life Stage / GenerationMillennials (born 1981–1996)33.6% · 33,759
- Ethnicity / Population BackgroundWhite Irish77% · 77,365
- County DistributionDublin29.5% · 29,640
- Annual Household Income (gross, EUR)Lower-Middle Household Income · €38,000 – €54,99924.8% · 24,918
- Annual Personal Income (gross, EUR)Middle Income · €32,000 – €43,99922.3% · 22,406
- Home Category (living arrangement)Own Primary Residence51.8% · 52,046
- Dwelling TypeSemi-Detached House37.8% · 37,979
- Parents of Children (age of youngest child)18+ Years (adult children)27.2% · 27,329
- AutomotiveMass-Market Car Owners32% · 32,152
Ireland in 6 numbers
- 100,474profiled consumers in Ireland
- Gender50.2%Females
- Age40.7%30-49
- Occupation39.6%Full-Time Employee
- Personal income22.3%Middle Income · €32,000 – €43,999
- Technology17.3%iOS Smartphone Users
Who they are
Gender, age, marital status, education and life stage.
Age
5 groupsLargest group: 30-49 at 40.7%
Education (highest level completed)
9 groups- Less than secondary / high school11.2%11,253
- Secondary / high school graduate17.7%17,784
- Post-secondary vocational / technical training10.6%10,650
- Some college / university – no degree8.8%8,842
- Associate / short-cycle tertiary diploma4.6%4,622
- Bachelor's degree28.2%28,334
- Master's degree (MA, MSc, MBA, etc.)14.1%14,167
- Professional degree (MD, DDS, LLB, JD, etc.)3.2%3,215
- Doctorate (PhD, EdD)1.6%1,608
Largest group: Bachelor's degree at 28.2%
Marital Status
5 groups- Married / Civil Partnership48.2%48,428
- Single / Never Married30.3%30,444
- Divorced5.9%5,928
- Widowed / Separated6.3%6,330
- Living with Partner (Cohabiting)9.3%9,344
Largest group: Married / Civil Partnership at 48.2%
Life Stage / Generation
5 groups- Millennials (born 1981–1996)33.6%33,759
- Gen Z (born 1997–2012)28.2%28,334
- Gen X (born 1965–1980)21.8%21,903
- Baby Boomers (born 1946–1964)13.6%13,664
- Silent Generation (born before 1946)2.8%2,813
Largest group: Millennials (born 1981–1996) at 33.6%
Work & money
What they do, what they earn and how they bank.
Occupation / Employment Status
11 groups- Full-Time Employee39.6%39,788
- Retired12.5%12,559
- Student11.2%11,253
- Part-Time Employee8.2%8,239
- Self-Employed / Contract / Freelance7.8%7,837
- Homemaker6.9%6,933
- Unemployed4.2%4,220
- Disabled / Not Able to Work3.1%3,115
Largest group: Full-Time Employee at 39.6%
Annual Household Income (gross, EUR)
10 groupsLargest group: Lower-Middle Household Income · €38,000 – €54,999 at 24.8%
Annual Personal Income (gross, EUR)
10 groupsLargest group: Middle Income · €32,000 – €43,999 at 22.3%
Banking & Financial Services
12 groups- Debit Card Users16.4%16,478
- Credit Card Holders16%16,076
- Online / Mobile Banking Users15.6%15,674
- Life Insurance Policy Holders8.8%8,842
- Home Loan / Mortgage Holders8.5%8,540
- Digital Wallet / Mobile Money Users7%7,033
- Retirement / Pension Savers6.3%6,330
- Mutual Fund Investors5.8%5,827
Largest group: Debit Card Users at 16.4%
Home & family
Homes, ownership, children and family life.
Home Category (living arrangement)
5 groups- Own Primary Residence51.8%52,046
- Rent Primary Residence19.9%19,994
- Live with Family Member(s) in Their Residence17.9%17,985
- Live in Student / University Accommodation5.9%5,928
- Other Living Arrangement4.5%4,521
Largest group: Own Primary Residence at 51.8%
Dwelling Type
11 groups- 37.8%37,979Semi-Detached House
- 22.8%22,908Detached House
- 19.9%19,994Terraced / Row House / Townhouse
- 7.4%7,435Bungalow / Single-Storey House
- 2.7%2,713Cottage / Farmhouse
- 2.2%2,210Apartment / Flat – with balcony or garden
- 1.8%1,809Condominium / Serviced Apartment
- 1.7%1,708Dormitory / Hostel / Group Quarters
- 1.3%1,306Apartment / Flat – no outside space
- 1.2%1,206Mobile Home / Caravan
- 1.2%1,206Other Dwelling Type
Largest group: Semi-Detached House at 37.8%
Parents of Children (age of youngest child)
5 groupsLargest group: 18+ Years (adult children) at 27.2%
Parenting, Family & Household Roles
12 groups- Household Head / Main Earner17.3%17,382
- Primary Grocery Shoppers14.2%14,267
- Dual-Income Households13%13,062
- Household Budget Managers10.6%10,650
- Children's Education Decision Makers9.6%9,646
- Single Parents8.3%8,339
- New Parents (child under 1 year)6%6,028
- Multi-Generational Households5.1%5,124
Largest group: Household Head / Main Earner at 17.3%
Household Services & Maintenance
9 groups- Residential Cleaning / Domestic Help Users15.9%15,975
- Household Service Decision Makers15.2%15,272
- Electrical Repair Service Customers14.2%14,267
- Home Maintenance & Handyman Service Users14.2%14,267
- Plumbing Service Customers12.9%12,961
- Landlords & Property Managers11.9%11,956
- Laundry / Dry-Cleaning Service Users6.4%6,430
- Pest-Control Service Customers5.4%5,426
Largest group: Residential Cleaning / Domestic Help Users at 15.9%
Where they live
Regions and background across the country.
Ethnicity / Population Background
5 groups- White Irish77%77,365
- Other White (UK, EU)9%9,043
- Asian / Asian Irish6%6,028
- Other ethnic groups / minorities6%6,028
- Black / African Irish2%2,009
Largest group: White Irish at 77%
What they own & use
Cars, devices, travel, lifestyle and media.
Automotive
- 32%32,152Mass-Market Car Owners
- 18%18,085Car Insurance Policy Holders
- 11.4%11,454Electric Vehicle (EV) Owners
- 8.6%8,641Hybrid Vehicle Owners
Technology & Digital Usage
- 17.3%17,382iOS Smartphone Users
- 14.6%14,669Android Smartphone Users
- 10.7%10,751Generative AI & Chatbot Users
- 10.7%10,751Cloud Storage & Productivity App Users
Travel
- 15.9%15,975International Travellers
- 15.6%15,674Frequent Domestic Travellers (3+ trips a year)
- 12%12,057Family Vacationers
- 8.7%8,741Airline Frequent-Flyer Members
Lifestyle & Hobbies
- 14.2%14,267Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
- 13%13,062Eco-Conscious / Sustainable Living Consumers
- 12.7%12,760Gardeners & Home Growers
- 12.2%12,258DIY & Home Improvement Enthusiasts
Media & Entertainment
- 17.7%17,784OTT / Subscription Video Streaming Subscribers
- 17.1%17,181Music Streaming Users
- 10.1%10,148Linear / Pay-TV Viewers
- 9.3%9,344Book & E-Book Readers
Tobacco, Nicotine & Alcohol Consumers (adults of legal age)
- 28.5%28,635Beer Consumers
- 24.6%24,717Non-Tobacco / Nicotine Users
- 13%13,062Wine & Spirits Consumers
- 12.9%12,961Adult Tobacco Product Users
Consumer Electronics Ownership & Purchase
- 18.7%18,789Laptop / Desktop Computer Owners
- 12.2%12,258Smart TV Owners
- 11.9%11,956Consumer Electronics Purchase Decision Makers
- 10.9%10,952Wearable Device Owners (smartwatch, fitness band)
Content Creators & Social Media Influence
- 22%22,104Casual Social Media Content Posters
- 14.5%14,569Short-Form Video Creators
- 11.7%11,755Photo & Visual Content Creators
- 10.4%10,449Long-Form Video Creators
Audience profiles
Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.
County Distribution
- Cork11.8%11,8562
- Dublin29.5%29,6401
- Galway5.6%5,6273
- Dublin29.5%29,640
- Cork11.8%11,856
- Galway5.6%5,627
- Limerick4.4%4,421
- Kildare4.3%4,320
- Meath3.7%3,718
- Tipperary3.2%3,215
- Donegal3.1%3,115
- Wexford3%3,014
- Kerry3%3,014
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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