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Consumer panel · South America

Real consumers of Peru, profiled by Frequent Research.

Know them by age and gender.

  • CapitalLima
  • CurrencyPeruvian sol (PEN)
  • LanguagesSpanish
Explore the panel Get the panel book 681,089profiled consumers33profile tablesS/Peruvian sol
  • GenderMales50.6% · 344,631
  • Age30-4941% · 279,246
  • Education (highest level completed)Less than secondary / high school35.6% · 242,468
  • Occupation / Employment StatusFull-Time Employee35.1% · 239,062
  • Marital StatusSingle / Never Married44% · 299,679
  • Life Stage / GenerationMillennials (born 1981–1996)34.8% · 237,019
  • Ethnicity / Population BackgroundMestizo66% · 449,519
  • Region (Department) DistributionLima Metropolitana33.5% · 228,165
  • Annual Household Income (gross, PEN)Low Household Income · S/ 13,000 – S/ 20,99917.1% · 116,466
  • Annual Personal Income (gross, PEN)Lower-Middle Income · S/ 12,000 – S/ 16,99917.9% · 121,915
  • Home Category (living arrangement)Own Primary Residence50.1% · 341,226
  • Dwelling TypeDetached House44.1% · 300,360
  • Parents of Children (age of youngest child)18+ Years (adult children)23.2% · 158,013
  • AutomotiveMotorcycle / Scooter Owners23.1% · 157,332
At a glance

Peru in 7 numbers

  • 681,089profiled consumers in Peru
  • Gender50.6%Males
  • Age41%30-49
  • Where they live33.5%Lima Metropolitana
  • Occupation35.1%Full-Time Employee
  • Personal income17.9%Lower-Middle Income · S/ 12,000 – S/ 16,999
  • Technology28.9%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 50.6%344,631 Males
  • 49.4%336,458 Females

Largest group: Males at 50.6%

Age

5 groups
6%40,86513-17 26.8%182,53218-29 41%279,24630-49 18.1%123,27750-64 8.1%55,16865+

Largest group: 30-49 at 41%

Education (highest level completed)

9 groups
  • Less than secondary / high school35.6%242,468
  • Secondary / high school graduate17.6%119,872
  • Post-secondary vocational / technical training11.1%75,601
  • Some college / university – no degree7.8%53,125
  • Associate / short-cycle tertiary diploma2.7%18,389
  • Bachelor's degree14.6%99,439
  • Master's degree (MA, MSc, MBA, etc.)8%54,487
  • Professional degree (MD, DDS, LLB, JD, etc.)1.7%11,579
  • Doctorate (PhD, EdD)0.9%6,130

Largest group: Less than secondary / high school at 35.6%

Marital Status

5 groups
  • Married / Civil Partnership30.1%205,008
  • Single / Never Married44%299,679
  • Divorced2.6%17,708
  • Widowed / Separated5.6%38,141
  • Living with Partner (Cohabiting)17.7%120,553

Largest group: Single / Never Married at 44%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)34.8%237,019
  • Gen Z (born 1997–2012)29.7%202,283
  • Gen X (born 1965–1980)22%149,840
  • Baby Boomers (born 1946–1964)11%74,920
  • Silent Generation (born before 1946)2.5%17,027

Largest group: Millennials (born 1981–1996) at 34.8%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee35.1%239,062
  • Self-Employed / Contract / Freelance17%115,785
  • Student12.1%82,412
  • Retired8.4%57,211
  • Part-Time Employee7.4%50,401
  • Occasional or Seasonal Work4.8%32,692
  • Homemaker4.8%32,692
  • Unemployed4.5%30,649
Show all 11

Largest group: Full-Time Employee at 35.1%

Annual Household Income (gross, PEN)

10 groups
9.6%65,385Very Low Household Income · Below S/ 13,000 17.1%116,466Low Household Income · S/ 13,000 – S/ 20,999 15.8%107,612Lower-Middle Household Income · S/ 21,000 – S/ 28,999 16%108,974Middle Household Income · S/ 29,000 – S/ 37,999 14.7%100,120Upper-Middle Household Income · S/ 38,000 – S/ 49,999 10.4%70,833Comfortable Household Income · S/ 50,000 – S/ 64,999 9.9%67,428Affluent Household Income · S/ 65,000 – S/ 94,999 3.7%25,200High Household Income · S/ 95,000 – S/ 129,999 1.8%12,260Very High Household Income · S/ 130,000 – S/ 219,999 1%6,811Top Household Income Tier · S/ 220,000 and above

Largest group: Low Household Income · S/ 13,000 – S/ 20,999 at 17.1%

Annual Personal Income (gross, PEN)

10 groups
7.8%53,125Very Low Income · Below S/ 7,000 17%115,785Low Income · S/ 7,000 – S/ 11,999 17.9%121,915Lower-Middle Income · S/ 12,000 – S/ 16,999 14.9%101,482Middle Income · S/ 17,000 – S/ 22,999 12.7%86,498Upper-Middle Income · S/ 23,000 – S/ 29,999 10.8%73,558Comfortable Income · S/ 30,000 – S/ 39,999 9.2%62,660Affluent Income · S/ 40,000 – S/ 54,999 5.7%38,822High Income · S/ 55,000 – S/ 79,999 3%20,433Very High Income · S/ 80,000 – S/ 129,999 1%6,811Top Income Tier · S/ 130,000 and above

Largest group: Lower-Middle Income · S/ 12,000 – S/ 16,999 at 17.9%

Banking & Financial Services

12 groups
  • Debit Card Users18.7%127,364
  • Digital Wallet / Mobile Money Users15.3%104,207
  • Credit Card Holders13.4%91,266
  • Online / Mobile Banking Users11.6%79,006
  • Personal Loan Holders10.2%69,471
  • Life Insurance Policy Holders7.7%52,444
  • Home Loan / Mortgage Holders5.8%39,503
  • Buy-Now-Pay-Later (BNPL) Users4.3%29,287
Show all 12

Largest group: Debit Card Users at 18.7%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence50.1%341,226
  • Rent Primary Residence14.1%96,034
  • Live with Family Member(s) in Their Residence27.5%187,299
  • Live in Student / University Accommodation4.5%30,649
  • Other Living Arrangement3.8%25,881

Largest group: Own Primary Residence at 50.1%

Dwelling Type

11 groups
  • 44.1%300,360Detached House
  • 13.7%93,309Bungalow / Single-Storey House
  • 9.2%62,660Terraced / Row House / Townhouse
  • 7.1%48,357Semi-Detached House
  • 6.8%46,314Apartment / Flat – with balcony or garden
  • 5.5%37,460Apartment / Flat – no outside space
  • 4.4%29,968Cottage / Farmhouse
  • 3%20,433Dormitory / Hostel / Group Quarters
  • 2.2%14,984Mobile Home / Caravan
  • 2.1%14,303Other Dwelling Type
  • 1.9%12,941Condominium / Serviced Apartment

Largest group: Detached House at 44.1%

Parents of Children (age of youngest child)

5 groups
14.9%101,4820-2 Years 19.2%130,7693-6 Years 21.5%146,4347-12 Years 21.2%144,39113-17 Years 23.2%158,01318+ Years (adult children)

Largest group: 18+ Years (adult children) at 23.2%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner13.9%94,671
  • Primary Grocery Shoppers13.3%90,585
  • Dual-Income Households12.6%85,817
  • Household Budget Managers12.5%85,136
  • Multi-Generational Households9.7%66,066
  • Children's Education Decision Makers8.6%58,574
  • Childcare / Nanny Service Users6.7%45,633
  • Single Parents5.7%38,822
Show all 12

Largest group: Household Head / Main Earner at 13.9%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users17.5%119,191
  • Household Service Decision Makers15.3%104,207
  • Plumbing Service Customers15.2%103,526
  • Electrical Repair Service Customers11.6%79,006
  • Home Maintenance & Handyman Service Users11.2%76,282
  • Pest-Control Service Customers10.3%70,152
  • Air-Conditioning / Cooling Service Customers8.9%60,617
  • Laundry / Dry-Cleaning Service Users5.5%37,460
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 17.5%

Where they live

Regions and background across the country.

Ethnicity / Population Background

8 groups
  • Mestizo66%449,519
  • Quechua18%122,596
  • White8%54,487
  • Other ethnic groups / minorities2.5%17,027
  • Aymara2%13,622
  • Afro-Peruvian2%13,622
  • Asian (Nikkei / Tusán)1%6,811
  • Amazonian Indigenous0.5%3,405

Largest group: Mestizo at 66%

Region (Department) Distribution

26 groups
  • Lima Metropolitana33.5%228,165
  • Piura6.1%41,546
  • La Libertad6%40,865
  • Arequipa4.7%32,011
  • Cusco4.1%27,925
  • Junín3.9%26,562
  • Lambayeque3.9%26,562
  • Cajamarca3.6%24,519
  • Callao3.5%23,838
  • Áncash3.5%23,838
Show all 26

Largest group: Lima Metropolitana at 33.5%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 23.1%157,332Motorcycle / Scooter Owners
  • 22.3%151,883Mass-Market Car Owners
  • 10.5%71,514Commercial Vehicle Owners
  • 8.6%58,574Ride-Hailing & Delivery Drivers
All 11 groups

Technology & Digital Usage

  • 28.9%196,835Android Smartphone Users
  • 10.6%72,195Online Learning / E-Learning Users
  • 10.1%68,790Heavy Mobile App Users (3+ hours / day)
  • 9.4%64,022Generative AI & Chatbot Users
All 11 groups

Travel

  • 20.4%138,942Family Vacationers
  • 14.9%101,482Frequent Domestic Travellers (3+ trips a year)
  • 10.4%70,833Budget / Backpacker Travellers
  • 9.2%62,660Solo Travellers
All 12 groups

Lifestyle & Hobbies

  • 14.9%101,482Gardeners & Home Growers
  • 11.4%77,644Nature & Outdoor Leisure (camping, picnics)
  • 9.5%64,703DIY & Home Improvement Enthusiasts
  • 9.1%61,979Nightlife & Socialising Enthusiasts
All 12 groups

Media & Entertainment

  • 19.4%132,131Free Ad-Supported Video Platform Viewers
  • 13.2%89,904OTT / Subscription Video Streaming Subscribers
  • 11.6%79,006Music Streaming Users
  • 10%68,109Book & E-Book Readers
All 10 groups

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

  • 40.1%273,117Non-Tobacco / Nicotine Users
  • 17.9%121,915Beer Consumers
  • 13.9%94,671Wine & Spirits Consumers
  • 8.6%58,574Adult Tobacco Product Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17.4%118,509Audio / Headphone Device Owners
  • 16.7%113,742Consumer Electronics Purchase Decision Makers
  • 14.7%100,120Major Home Appliance Buyers
  • 11.9%81,050Laptop / Desktop Computer Owners
All 10 groups

Content Creators & Social Media Influence

  • 25.4%172,997Casual Social Media Content Posters
  • 14.6%99,439Short-Form Video Creators
  • 13.9%94,671Photo & Visual Content Creators
  • 11.5%78,325Long-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 Shoppers16.2%110,3362
  2. Value & Discount Seekers17.3%117,8281
  3. Fashion & Apparel Shoppers11.3%76,9633
  • Value & Discount Seekers17.3%117,828
  • In-Store Shoppers16.2%110,336
  • Fashion & Apparel Shoppers11.3%76,963
  • Online Shoppers10.4%70,833
  • Home & Furnishing Shoppers7.8%53,125
  • Impulse Buyers7.7%52,444
  • Brand-Loyal Shoppers7.1%48,357
  • Omnichannel Shoppers6%40,865
  • Social Commerce / Live-Shopping Buyers5%34,054
  • Cross-Border Online Shoppers4.5%30,649
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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