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Consumer panel · North America

Real consumers of United States, profiled by Frequent Research.

Know them by age and gender.

  • CapitalWashington, D.C.
  • CurrencyUS dollar (USD)
  • LanguagesEnglish
Explore the panel Get the panel book 664,807profiled consumers33profile tables$US dollar
  • GenderFemales51.2% · 340,381
  • Age30-4939.1% · 259,940
  • Education (highest level completed)Bachelor's degree25.8% · 171,520
  • Occupation / Employment StatusFull-Time Employee40.6% · 269,912
  • Marital StatusMarried / Civil Partnership46.9% · 311,794
  • Life Stage / GenerationMillennials (born 1981–1996)30% · 199,442
  • Ethnicity / Population BackgroundWhite (non-Hispanic)58% · 385,588
  • State DistributionCalifornia11.2% · 74,458
  • Annual Household Income (gross, USD)Middle Household Income · $65,000 – $89,99922.9% · 152,241
  • Annual Personal Income (gross, USD)Middle Income · $41,000 – $54,99920.9% · 138,945
  • Home Category (living arrangement)Own Primary Residence54.2% · 360,325
  • Dwelling TypeDetached House34.6% · 230,023
  • Parents of Children (age of youngest child)18+ Years (adult children)28.8% · 191,464
  • AutomotiveMass-Market Car Owners41.1% · 273,236
At a glance

United States in 7 numbers

  • 664,807profiled consumers in United States
  • Gender51.2%Females
  • Age39.1%30-49
  • Where they live11.2%California
  • Occupation40.6%Full-Time Employee
  • Personal income20.9%Middle Income · $41,000 – $54,999
  • Technology18.9%iOS Smartphone Users

Who they are

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

Gender

2 groups
  • 48.8%324,426 Males
  • 51.2%340,381 Females

Largest group: Females at 51.2%

Age

5 groups
4.5%29,91613-17 22.2%147,58718-29 39.1%259,94030-49 23.2%154,23550-64 11%73,12965+

Largest group: 30-49 at 39.1%

Education (highest level completed)

9 groups
  • Less than secondary / high school6.5%43,212
  • Secondary / high school graduate21.5%142,934
  • Post-secondary vocational / technical training11.6%77,118
  • Some college / university – no degree9.9%65,816
  • Associate / short-cycle tertiary diploma8.6%57,173
  • Bachelor's degree25.8%171,520
  • Master's degree (MA, MSc, MBA, etc.)12.1%80,442
  • Professional degree (MD, DDS, LLB, JD, etc.)2.6%17,285
  • Doctorate (PhD, EdD)1.4%9,307

Largest group: Bachelor's degree at 25.8%

Marital Status

5 groups
  • Married / Civil Partnership46.9%311,794
  • Single / Never Married30%199,442
  • Divorced11.5%76,453
  • Widowed / Separated5.6%37,229
  • Living with Partner (Cohabiting)6%39,888

Largest group: Married / Civil Partnership at 46.9%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)30%199,442
  • Gen Z (born 1997–2012)27.4%182,157
  • Gen X (born 1965–1980)24.6%163,543
  • Baby Boomers (born 1946–1964)14.6%97,062
  • Silent Generation (born before 1946)3.4%22,603

Largest group: Millennials (born 1981–1996) at 30%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee40.6%269,912
  • Retired15.5%103,045
  • Student11.3%75,123
  • Homemaker6.8%45,207
  • Part-Time Employee5.6%37,229
  • Self-Employed / Contract / Freelance4.6%30,581
  • Unemployed4.2%27,922
  • Disabled / Not Able to Work3.5%23,268
Show all 11

Largest group: Full-Time Employee at 40.6%

Annual Household Income (gross, USD)

10 groups
3.5%23,268Very Low Household Income · Below $29,000 17.2%114,347Low Household Income · $29,000 – $47,999 21.6%143,598Lower-Middle Household Income · $48,000 – $64,999 22.9%152,241Middle Household Income · $65,000 – $89,999 16.8%111,688Upper-Middle Household Income · $90,000 – $119,999 8.2%54,514Comfortable Household Income · $120,000 – $149,999 6.2%41,218Affluent Household Income · $150,000 – $209,999 1.7%11,302High Household Income · $210,000 – $309,999 1.1%7,313Very High Household Income · $310,000 – $499,999 0.8%5,318Top Household Income Tier · $500,000 and above

Largest group: Middle Household Income · $65,000 – $89,999 at 22.9%

Annual Personal Income (gross, USD)

10 groups
2.7%17,950Very Low Income · Below $17,000 14.9%99,056Low Income · $17,000 – $28,999 20.8%138,280Lower-Middle Income · $29,000 – $40,999 20.9%138,945Middle Income · $41,000 – $54,999 15.3%101,715Upper-Middle Income · $55,000 – $69,999 13.1%87,090Comfortable Income · $70,000 – $94,999 7.3%48,531Affluent Income · $95,000 – $129,999 3.1%20,609High Income · $130,000 – $189,999 1.1%7,313Very High Income · $190,000 – $309,999 0.8%5,318Top Income Tier · $310,000 and above

Largest group: Middle Income · $41,000 – $54,999 at 20.9%

Banking & Financial Services

12 groups
  • Credit Card Holders19.6%130,302
  • Debit Card Users13.8%91,743
  • Online / Mobile Banking Users11.4%75,788
  • Home Loan / Mortgage Holders9.8%65,151
  • Life Insurance Policy Holders8.3%55,179
  • Digital Wallet / Mobile Money Users7.7%51,190
  • Retirement / Pension Savers6.2%41,218
  • Stock / Equity Traders5.8%38,559
Show all 12

Largest group: Credit Card Holders at 19.6%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence54.2%360,325
  • Rent Primary Residence21.7%144,263
  • Live with Family Member(s) in Their Residence14.6%97,062
  • Live in Student / University Accommodation5.4%35,900
  • Other Living Arrangement4.1%27,257

Largest group: Own Primary Residence at 54.2%

Dwelling Type

11 groups
  • 34.6%230,023Detached House
  • 12.9%85,760Apartment / Flat – with balcony or garden
  • 10.7%71,134Semi-Detached House
  • 9.7%64,486Terraced / Row House / Townhouse
  • 8.6%57,173Bungalow / Single-Storey House
  • 7%46,536Apartment / Flat – no outside space
  • 5.9%39,224Condominium / Serviced Apartment
  • 3.7%24,598Cottage / Farmhouse
  • 2.9%19,279Dormitory / Hostel / Group Quarters
  • 2.1%13,961Other Dwelling Type
  • 1.9%12,631Mobile Home / Caravan

Largest group: Detached House at 34.6%

Parents of Children (age of youngest child)

5 groups
12.5%83,1010-2 Years 17%113,0173-6 Years 21.2%140,9397-12 Years 20.5%136,28513-17 Years 28.8%191,46418+ Years (adult children)

Largest group: 18+ Years (adult children) at 28.8%

Parenting, Family & Household Roles

12 groups
  • Dual-Income Households15.5%103,045
  • Household Head / Main Earner14.8%98,391
  • Primary Grocery Shoppers12.7%84,430
  • Household Budget Managers12.7%84,430
  • Single Parents9.1%60,497
  • Children's Education Decision Makers8.9%59,168
  • New Parents (child under 1 year)5.6%37,229
  • Expecting Parents4.7%31,246
Show all 12

Largest group: Dual-Income Households at 15.5%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers14.2%94,403
  • Residential Cleaning / Domestic Help Users13.8%91,743
  • Home Maintenance & Handyman Service Users13.3%88,419
  • Air-Conditioning / Cooling Service Customers11.3%75,123
  • Plumbing Service Customers11%73,129
  • Electrical Repair Service Customers10%66,481
  • Landlords & Property Managers9.3%61,827
  • Pest-Control Service Customers8.6%57,173
Show all 9

Largest group: Household Service Decision Makers at 14.2%

Where they live

Regions and background across the country.

Ethnicity / Population Background

8 groups
  • White (non-Hispanic)58%385,588
  • Hispanic / Latino (any race)19%126,313
  • Black / African American12%79,777
  • Asian (Chinese, Indian, Filipino, Vietnamese, Korean, Japanese)6%39,888
  • Multiracial / Mixed3%19,944
  • American Indian / Alaska Native1%6,648
  • Native Hawaiian / Pacific Islander0.5%3,324
  • Other ethnic groups / minorities0.5%3,324

Largest group: White (non-Hispanic) at 58%

State Distribution

51 groups
  • California11.2%74,458
  • Texas8.9%59,168
  • Florida6.5%43,212
  • New York5.6%37,229
  • Pennsylvania3.8%25,263
  • Illinois3.6%23,933
  • Ohio3.5%23,268
  • Georgia3.2%21,274
  • North Carolina3.1%20,609
  • Michigan3%19,944
Show all 51

Largest group: California at 11.2%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 41.1%273,236Mass-Market Car Owners
  • 23.6%156,894Car Insurance Policy Holders
  • 10.3%68,475Vehicle Service & Repair Decision Makers
  • 4.8%31,911Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 18.9%125,649iOS Smartphone Users
  • 11.7%77,782Cloud Storage & Productivity App Users
  • 11.4%75,788Android Smartphone Users
  • 11.3%75,1235G Mobile Network Users
All 11 groups

Travel

  • 15.9%105,704Frequent Domestic Travellers (3+ trips a year)
  • 14.2%94,403International Travellers
  • 12.3%81,771Family Vacationers
  • 11.1%73,794Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.8%91,743Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 12.1%80,442Eco-Conscious / Sustainable Living Consumers
  • 10.2%67,810DIY & Home Improvement Enthusiasts
  • 10%66,481Gardeners & Home Growers
All 12 groups

Media & Entertainment

  • 17.9%119,000OTT / Subscription Video Streaming Subscribers
  • 14.5%96,397Music Streaming Users
  • 10.4%69,140Free Ad-Supported Video Platform Viewers
  • 10.3%68,475Linear / Pay-TV Viewers
All 10 groups

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

  • 24.3%161,548Non-Tobacco / Nicotine Users
  • 18.6%123,654Beer Consumers
  • 13.4%89,084Wine & Spirits Consumers
  • 12.9%85,760Adult Nicotine Pouch Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17.7%117,671Laptop / Desktop Computer Owners
  • 13%86,425Consumer Electronics Purchase Decision Makers
  • 11.3%75,123Smart TV Owners
  • 10.8%71,799Wearable Device Owners (smartwatch, fitness band)
All 10 groups

Content Creators & Social Media Influence

  • 22.6%150,246Casual Social Media Content Posters
  • 12.3%81,771Short-Form Video Creators
  • 11.7%77,782Long-Form Video Creators
  • 11.6%77,118Photo & 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 Shoppers11.8%78,4472
  2. Online Shoppers20.7%137,6151
  3. Value & Discount Seekers10.5%69,8053
  • Online Shoppers20.7%137,615
  • Omnichannel Shoppers11.8%78,447
  • Value & Discount Seekers10.5%69,805
  • Fashion & Apparel Shoppers8.5%56,509
  • In-Store Shoppers8.4%55,844
  • Brand-Loyal Shoppers6.8%45,207
  • Cross-Border Online Shoppers6.4%42,548
  • Home & Furnishing Shoppers6.2%41,218
  • Impulse Buyers5.4%35,900
  • Subscription / Auto-Replenish Shoppers5.3%35,235
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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