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Consumer panel · Europe

Real consumers of Romania, profiled by Frequent Research.

Know them by age and gender.

  • CapitalBucharest
  • CurrencyRomanian leu (RON)
  • LanguagesRomanian
Explore the panel Get the panel book 393,466profiled consumers33profile tablesleiRomanian leu
  • GenderFemales51.9% · 204,209
  • Age30-4939.6% · 155,813
  • Education (highest level completed)Secondary / high school graduate34.7% · 136,533
  • Occupation / Employment StatusFull-Time Employee37.9% · 149,124
  • Marital StatusMarried / Civil Partnership49.5% · 194,766
  • Life Stage / GenerationMillennials (born 1981–1996)32.7% · 128,663
  • Ethnicity / Population BackgroundRomanian90% · 354,119
  • County (Județ) DistributionBucharest (București)10.5% · 41,314
  • Annual Household Income (gross, RON)Upper-Middle Household Income · RON 85,000 – RON 119,99918.9% · 74,365
  • Annual Personal Income (gross, RON)Upper-Middle Income · RON 50,000 – RON 69,99918.6% · 73,185
  • Home Category (living arrangement)Own Primary Residence65.4% · 257,327
  • Dwelling TypeDetached House23.6% · 92,858
  • Parents of Children (age of youngest child)18+ Years (adult children)29.3% · 115,286
  • AutomotiveMass-Market Car Owners33.8% · 132,992
At a glance

Romania in 6 numbers

  • 393,466profiled consumers in Romania
  • Gender51.9%Females
  • Age39.6%30-49
  • Occupation37.9%Full-Time Employee
  • Personal income18.6%Upper-Middle Income · RON 50,000 – RON 69,999
  • Technology21.8%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 48.1%189,257 Males
  • 51.9%204,209 Females

Largest group: Females at 51.9%

Age

5 groups
3.8%14,95213-17 21.7%85,38218-29 39.6%155,81330-49 22.2%87,34950-64 12.7%49,97065+

Largest group: 30-49 at 39.6%

Education (highest level completed)

9 groups
  • Less than secondary / high school17.2%67,676
  • Secondary / high school graduate34.7%136,533
  • Post-secondary vocational / technical training19.3%75,939
  • Some college / university – no degree10.7%42,101
  • Associate / short-cycle tertiary diploma1.7%6,689
  • Bachelor's degree9.3%36,592
  • Master's degree (MA, MSc, MBA, etc.)5.2%20,460
  • Professional degree (MD, DDS, LLB, JD, etc.)1.2%4,722
  • Doctorate (PhD, EdD)0.7%2,754

Largest group: Secondary / high school graduate at 34.7%

Marital Status

5 groups
  • Married / Civil Partnership49.5%194,766
  • Single / Never Married31.1%122,368
  • Divorced5.7%22,428
  • Widowed / Separated7.4%29,116
  • Living with Partner (Cohabiting)6.3%24,788

Largest group: Married / Civil Partnership at 49.5%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)32.7%128,663
  • Gen X (born 1965–1980)24.8%97,580
  • Gen Z (born 1997–2012)23.9%94,038
  • Baby Boomers (born 1946–1964)15.1%59,413
  • Silent Generation (born before 1946)3.5%13,771

Largest group: Millennials (born 1981–1996) at 32.7%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee37.9%149,124
  • Retired15.4%60,594
  • Student10.9%42,888
  • Homemaker10%39,347
  • Self-Employed / Contract / Freelance7.1%27,936
  • Unemployed5.8%22,821
  • Occasional or Seasonal Work3.4%13,378
  • Stay-at-Home Parent (full-time childcare)3.4%13,378
Show all 11

Largest group: Full-Time Employee at 37.9%

Annual Household Income (gross, RON)

10 groups
7%27,543Very Low Household Income · Below RON 29,000 17.3%68,070Low Household Income · RON 29,000 – RON 46,999 18.1%71,217Lower-Middle Household Income · RON 47,000 – RON 64,999 16.9%66,496Middle Household Income · RON 65,000 – RON 84,999 18.9%74,365Upper-Middle Household Income · RON 85,000 – RON 119,999 8.7%34,232Comfortable Household Income · RON 120,000 – RON 149,999 7.7%30,297Affluent Household Income · RON 150,000 – RON 209,999 3.4%13,378High Household Income · RON 210,000 – RON 299,999 1.1%4,328Very High Household Income · RON 300,000 – RON 489,999 0.9%3,541Top Household Income Tier · RON 490,000 and above

Largest group: Upper-Middle Household Income · RON 85,000 – RON 119,999 at 18.9%

Annual Personal Income (gross, RON)

10 groups
6.2%24,395Very Low Income · Below RON 16,000 16.1%63,348Low Income · RON 16,000 – RON 26,999 16.1%63,348Lower-Middle Income · RON 27,000 – RON 37,999 17.5%68,857Middle Income · RON 38,000 – RON 49,999 18.6%73,185Upper-Middle Income · RON 50,000 – RON 69,999 10.4%40,920Comfortable Income · RON 70,000 – RON 89,999 8.7%34,232Affluent Income · RON 90,000 – RON 129,999 3.8%14,952High Income · RON 130,000 – RON 179,999 1.7%6,689Very High Income · RON 180,000 – RON 289,999 0.9%3,541Top Income Tier · RON 290,000 and above

Largest group: Upper-Middle Income · RON 50,000 – RON 69,999 at 18.6%

Banking & Financial Services

12 groups
  • Debit Card Users18.6%73,185
  • Online / Mobile Banking Users15.1%59,413
  • Digital Wallet / Mobile Money Users12.8%50,364
  • Credit Card Holders9.2%36,199
  • Home Loan / Mortgage Holders8.3%32,658
  • Personal Loan Holders8.1%31,871
  • Life Insurance Policy Holders8%31,477
  • Retirement / Pension Savers5.5%21,641
Show all 12

Largest group: Debit Card Users at 18.6%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence65.4%257,327
  • Rent Primary Residence2.9%11,411
  • Live with Family Member(s) in Their Residence24.9%97,973
  • Live in Student / University Accommodation2.7%10,624
  • Other Living Arrangement4.1%16,132

Largest group: Own Primary Residence at 65.4%

Dwelling Type

11 groups
  • 23.6%92,858Detached House
  • 22.7%89,317Apartment / Flat – with balcony or garden
  • 15.4%60,594Apartment / Flat – no outside space
  • 9.4%36,986Semi-Detached House
  • 7.8%30,690Terraced / Row House / Townhouse
  • 6.6%25,969Bungalow / Single-Storey House
  • 5.5%21,641Condominium / Serviced Apartment
  • 3%11,804Cottage / Farmhouse
  • 2.2%8,656Other Dwelling Type
  • 2.1%8,263Dormitory / Hostel / Group Quarters
  • 1.7%6,689Mobile Home / Caravan

Largest group: Detached House at 23.6%

Parents of Children (age of youngest child)

5 groups
15%59,0200-2 Years 17.4%68,4633-6 Years 20%78,6937-12 Years 18.3%72,00413-17 Years 29.3%115,28618+ Years (adult children)

Largest group: 18+ Years (adult children) at 29.3%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner13.9%54,692
  • Primary Grocery Shoppers13.2%51,938
  • Dual-Income Households12.6%49,577
  • Household Budget Managers11.8%46,429
  • Multi-Generational Households10.4%40,920
  • Grandparents Caring for Grandchildren7.3%28,723
  • Children's Education Decision Makers7.2%28,330
  • Single Parents6.5%25,575
Show all 12

Largest group: Household Head / Main Earner at 13.9%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers19.1%75,152
  • Plumbing Service Customers17.6%69,250
  • Home Maintenance & Handyman Service Users12.6%49,577
  • Residential Cleaning / Domestic Help Users12.3%48,396
  • Electrical Repair Service Customers11.8%46,429
  • Laundry / Dry-Cleaning Service Users8.7%34,232
  • Landlords & Property Managers7.9%31,084
  • Air-Conditioning / Cooling Service Customers5.1%20,067
Show all 9

Largest group: Household Service Decision Makers at 19.1%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Romanian90%354,119
  • Hungarian (incl. Székely)6.5%25,575
  • Other ethnic groups / minorities (Ukrainian, Lipovan, Turkish)2%7,869
  • Roma1%3,935
  • German0.5%1,967

Largest group: Romanian at 90%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 33.8%132,992Mass-Market Car Owners
  • 19%74,759Car Insurance Policy Holders
  • 11.8%46,429Vehicle Service & Repair Decision Makers
  • 7.8%30,690Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 21.8%85,776Android Smartphone Users
  • 10.3%40,527Online Learning / E-Learning Users
  • 10.2%40,134iOS Smartphone Users
  • 8.9%35,018Generative AI & Chatbot Users
All 11 groups

Travel

  • 20.4%80,267Frequent Domestic Travellers (3+ trips a year)
  • 15.4%60,594Family Vacationers
  • 9.7%38,166International Travellers
  • 8%31,477Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.9%54,692Gardeners & Home Growers
  • 11.9%46,822DIY & Home Improvement Enthusiasts
  • 11.6%45,642Nature & Outdoor Leisure (camping, picnics)
  • 11.5%45,249Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
All 12 groups

Media & Entertainment

  • 17.7%69,643Free Ad-Supported Video Platform Viewers
  • 13.5%53,118OTT / Subscription Video Streaming Subscribers
  • 11.6%45,642Linear / Pay-TV Viewers
  • 11.2%44,068Music Streaming Users
All 10 groups

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

  • 23.4%92,071Non-Tobacco / Nicotine Users
  • 21%82,628Beer Consumers
  • 19.1%75,152Adult Tobacco Product Users
  • 17.7%69,643Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 15.3%60,200Consumer Electronics Purchase Decision Makers
  • 15%59,020Laptop / Desktop Computer Owners
  • 14.5%57,053Audio / Headphone Device Owners
  • 12.8%50,364Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 22.2%87,349Casual Social Media Content Posters
  • 15.1%59,413Short-Form Video Creators
  • 14.2%55,872Photo & Visual Content Creators
  • 10.5%41,314Long-Form Video Creators
All 10 groups

Audience profiles

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

County (Județ) 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

County (Județ) Distribution

  1. Iași4.3%16,9192
  2. Bucharest (București)10.5%41,3141
  3. Cluj3.9%15,3453
  • Bucharest (București)10.5%41,314
  • Iași4.3%16,919
  • Cluj3.9%15,345
  • Prahova3.7%14,558
  • Timiș3.7%14,558
  • Constanța3.5%13,771
  • Dolj3.4%13,378
  • Suceava3.2%12,591
  • Brașov3%11,804
  • Mureș3%11,804
Show all 42

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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