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Consumer panel · Asia-Pacific

Real consumers of Singapore, profiled by Frequent Research.

Know them by age and gender.

  • CapitalSingapore (city-state)
  • CurrencySingapore dollar (SGD)
  • LanguagesEnglish, Malay, Mandarin, Tamil
Explore the panel Get the panel book 17,929profiled consumers33profile tablesS$Singapore dollar
  • GenderMales50.8% · 9,108
  • Age30-4943.6% · 7,817
  • Education (highest level completed)Bachelor's degree29.1% · 5,217
  • Occupation / Employment StatusFull-Time Employee45.1% · 8,086
  • Marital StatusMarried / Civil Partnership58% · 10,399
  • Life Stage / GenerationMillennials (born 1981–1996)36% · 6,454
  • Ethnicity / Population BackgroundChinese74% · 13,267
  • Region DistributionCentral Region25.2% · 4,518
  • Annual Household Income (gross, SGD)Lower-Middle Household Income · S$55,000 – S$79,99924% · 4,303
  • Annual Personal Income (gross, SGD)Middle Income · S$47,000 – S$64,99923.5% · 4,213
  • Home Category (living arrangement)Own Primary Residence58.1% · 10,417
  • Dwelling TypeApartment / Flat – with balcony or garden34.6% · 6,203
  • Parents of Children (age of youngest child)18+ Years (adult children)31.3% · 5,612
  • AutomotiveElectric Vehicle (EV) Owners22.4% · 4,016
At a glance

Singapore in 7 numbers

  • 17,929profiled consumers in Singapore
  • Gender50.8%Males
  • Age43.6%30-49
  • Where they live25.2%Central Region
  • Occupation45.1%Full-Time Employee
  • Personal income23.5%Middle Income · S$47,000 – S$64,999
  • Technology19.2%iOS Smartphone Users

Who they are

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

Gender

2 groups
  • 50.8%9,108 Males
  • 49.2%8,821 Females

Largest group: Males at 50.8%

Age

5 groups
3.7%66313-17 19.6%3,51418-29 43.6%7,81730-49 22.3%3,99850-64 10.8%1,93665+

Largest group: 30-49 at 43.6%

Education (highest level completed)

9 groups
  • Less than secondary / high school17.6%3,156
  • Secondary / high school graduate13.2%2,367
  • Post-secondary vocational / technical training6.9%1,237
  • Some college / university – no degree7.8%1,398
  • Associate / short-cycle tertiary diploma5.7%1,022
  • Bachelor's degree29.1%5,217
  • Master's degree (MA, MSc, MBA, etc.)14.7%2,636
  • Professional degree (MD, DDS, LLB, JD, etc.)3.3%592
  • Doctorate (PhD, EdD)1.7%305

Largest group: Bachelor's degree at 29.1%

Marital Status

5 groups
  • Married / Civil Partnership58%10,399
  • Single / Never Married28.5%5,110
  • Divorced3.9%699
  • Widowed / Separated6.3%1,130
  • Living with Partner (Cohabiting)3.3%592

Largest group: Married / Civil Partnership at 58%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)36%6,454
  • Gen X (born 1965–1980)26.6%4,769
  • Gen Z (born 1997–2012)21.9%3,926
  • Baby Boomers (born 1946–1964)12.4%2,223
  • Silent Generation (born before 1946)3.1%556

Largest group: Millennials (born 1981–1996) at 36%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee45.1%8,086
  • Retired14.2%2,546
  • Student9.9%1,775
  • Self-Employed / Contract / Freelance7.3%1,309
  • Homemaker7%1,255
  • Part-Time Employee4.6%825
  • Disabled / Not Able to Work3%538
  • Occasional or Seasonal Work2.8%502
Show all 11

Largest group: Full-Time Employee at 45.1%

Annual Household Income (gross, SGD)

10 groups
3.5%628Very Low Household Income · Below S$35,000 13.7%2,456Low Household Income · S$35,000 – S$54,999 24%4,303Lower-Middle Household Income · S$55,000 – S$79,999 23.8%4,267Middle Household Income · S$80,000 – S$109,999 15.1%2,707Upper-Middle Household Income · S$110,000 – S$139,999 10.2%1,829Comfortable Household Income · S$140,000 – S$179,999 6.1%1,094Affluent Household Income · S$180,000 – S$259,999 1.8%323High Household Income · S$260,000 – S$369,999 1.1%197Very High Household Income · S$370,000 – S$599,999 0.7%126Top Household Income Tier · S$600,000 and above

Largest group: Lower-Middle Household Income · S$55,000 – S$79,999 at 24%

Annual Personal Income (gross, SGD)

10 groups
2.7%484Very Low Income · Below S$19,000 13.6%2,438Low Income · S$19,000 – S$32,999 22.1%3,962Lower-Middle Income · S$33,000 – S$46,999 23.5%4,213Middle Income · S$47,000 – S$64,999 13.7%2,456Upper-Middle Income · S$65,000 – S$79,999 13.2%2,367Comfortable Income · S$80,000 – S$109,999 6.5%1,165Affluent Income · S$110,000 – S$149,999 2.7%484High Income · S$150,000 – S$219,999 1.2%215Very High Income · S$220,000 – S$359,999 0.8%143Top Income Tier · S$360,000 and above

Largest group: Middle Income · S$47,000 – S$64,999 at 23.5%

Banking & Financial Services

12 groups
  • Credit Card Holders16.1%2,887
  • Debit Card Users12.4%2,223
  • Online / Mobile Banking Users11.9%2,134
  • Home Loan / Mortgage Holders11.4%2,044
  • Digital Wallet / Mobile Money Users10.4%1,865
  • Life Insurance Policy Holders8.8%1,578
  • Stock / Equity Traders6.2%1,112
  • Retirement / Pension Savers5.8%1,040
Show all 12

Largest group: Credit Card Holders at 16.1%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence58.1%10,417
  • Rent Primary Residence6.4%1,147
  • Live with Family Member(s) in Their Residence27.3%4,895
  • Live in Student / University Accommodation4.5%807
  • Other Living Arrangement3.7%663

Largest group: Own Primary Residence at 58.1%

Dwelling Type

11 groups
  • 34.6%6,203Apartment / Flat – with balcony or garden
  • 17.4%3,120Apartment / Flat – no outside space
  • 15.9%2,851Condominium / Serviced Apartment
  • 8.6%1,542Semi-Detached House
  • 7.4%1,327Terraced / Row House / Townhouse
  • 6.4%1,147Detached House
  • 2.9%520Bungalow / Single-Storey House
  • 2.2%394Dormitory / Hostel / Group Quarters
  • 1.9%341Other Dwelling Type
  • 1.8%323Cottage / Farmhouse
  • 0.9%161Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 34.6%

Parents of Children (age of youngest child)

5 groups
11.8%2,1160-2 Years 15.1%2,7073-6 Years 18.8%3,3717-12 Years 23%4,12413-17 Years 31.3%5,61218+ Years (adult children)

Largest group: 18+ Years (adult children) at 31.3%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers15.1%2,707
  • Household Head / Main Earner14.8%2,653
  • Dual-Income Households14.1%2,528
  • Household Budget Managers11.8%2,116
  • Multi-Generational Households8.8%1,578
  • Children's Education Decision Makers7.6%1,363
  • Childcare / Nanny Service Users6.9%1,237
  • Single Parents6.3%1,130
Show all 12

Largest group: Primary Grocery Shoppers at 15.1%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users27.8%4,984
  • Home Maintenance & Handyman Service Users11.3%2,026
  • Air-Conditioning / Cooling Service Customers10.3%1,847
  • Laundry / Dry-Cleaning Service Users9.3%1,667
  • Landlords & Property Managers9.1%1,632
  • Household Service Decision Makers9%1,614
  • Plumbing Service Customers8.4%1,506
  • Pest-Control Service Customers7.8%1,398
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 27.8%

Where they live

Regions and background across the country.

Ethnicity / Population Background

4 groups
  • Chinese74%13,267
  • Malay13.5%2,420
  • Indian9%1,614
  • Others (Eurasian, Filipino, etc.)3.5%628

Largest group: Chinese at 74%

Region Distribution

5 groups
  • Central Region25.2%4,518
  • North-East Region21.9%3,926
  • West Region21.7%3,891
  • East Region17%3,048
  • North Region14.2%2,546

Largest group: Central Region at 25.2%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 22.4%4,016Electric Vehicle (EV) Owners
  • 15.6%2,797Mass-Market Car Owners
  • 12.6%2,259Hybrid Vehicle Owners
  • 11.7%2,098Luxury / Premium Vehicle Owners
All 11 groups

Technology & Digital Usage

  • 19.2%3,442iOS Smartphone Users
  • 13.3%2,3855G Mobile Network Users
  • 12.4%2,223Cloud Storage & Productivity App Users
  • 11.4%2,044Android Smartphone Users
All 11 groups

Travel

  • 17.6%3,156International Travellers
  • 13.6%2,438Frequent Domestic Travellers (3+ trips a year)
  • 10%1,793Business Travellers
  • 9.9%1,775Family Vacationers
All 12 groups

Lifestyle & Hobbies

  • 17.6%3,156Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 15.1%2,707DIY & Home Improvement Enthusiasts
  • 13.8%2,474Eco-Conscious / Sustainable Living Consumers
  • 7.7%1,381Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 21.7%3,891OTT / Subscription Video Streaming Subscribers
  • 14.2%2,546Music Streaming Users
  • 10%1,793Linear / Pay-TV Viewers
  • 9.8%1,757Book & E-Book Readers
All 10 groups

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

  • 53.6%9,610Non-Tobacco / Nicotine Users
  • 14.6%2,618Former Tobacco / Nicotine Users
  • 9.9%1,775Adult Tobacco Product Users
  • 5.2%932Beer Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 20.4%3,658Laptop / Desktop Computer Owners
  • 12.9%2,313Smart TV Owners
  • 11.8%2,116Wearable Device Owners (smartwatch, fitness band)
  • 9.9%1,775Smart-Home Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 21.6%3,873Casual Social Media Content Posters
  • 12.1%2,169Long-Form Video Creators
  • 11.8%2,116Short-Form Video Creators
  • 11.8%2,116Photo & Visual Content 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. Omnichannel Shoppers13.6%2,4382
  2. Online Shoppers17%3,0481
  3. Value & Discount Seekers12%2,1513
  • Online Shoppers17%3,048
  • Omnichannel Shoppers13.6%2,438
  • Value & Discount Seekers12%2,151
  • In-Store Shoppers8.9%1,596
  • Fashion & Apparel Shoppers8.4%1,506
  • Brand-Loyal Shoppers7.2%1,291
  • Home & Furnishing Shoppers6.3%1,130
  • Cross-Border Online Shoppers6.2%1,112
  • Impulse Buyers5.5%986
  • Second-Hand & Re-Commerce Shoppers5.2%932
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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