• 48.7%66,038 Males
• 51.3%69,564 Females

Largest group: Females at 51.3%

Largest group: 30-49 at 40.4%

• Less than secondary / high school15%20,340
• Secondary / high school graduate30.5%41,359
• Post-secondary vocational / technical training16.7%22,646
• Some college / university – no degree10.2%13,831
• Associate / short-cycle tertiary diploma2.5%3,390
• Bachelor's degree15.2%20,612
• Master's degree (MA, MSc, MBA, etc.)7.4%10,035
• Professional degree (MD, DDS, LLB, JD, etc.)1.7%2,305
• Doctorate (PhD, EdD)0.8%1,085

Largest group: Secondary / high school graduate at 30.5%

• Married / Civil Partnership47%63,733
• Single / Never Married28%37,969
• Divorced4.1%5,560
• Widowed / Separated6.8%9,221
• Living with Partner (Cohabiting)14.1%19,120

Largest group: Married / Civil Partnership at 47%

• Millennials (born 1981–1996)33.6%45,562
• Gen X (born 1965–1980)27.6%37,426
• Gen Z (born 1997–2012)19.3%26,171
• Baby Boomers (born 1946–1964)16.2%21,968
• Silent Generation (born before 1946)3.3%4,475

Largest group: Millennials (born 1981–1996) at 33.6%

• Full-Time Employee38.8%52,614
• Retired16.9%22,917
• Student10.8%14,645
• Homemaker9.8%13,289
• Self-Employed / Contract / Freelance6.2%8,407
• Unemployed4.7%6,373
• Stay-at-Home Parent (full-time childcare)4%5,424
• Disabled / Not Able to Work3.9%5,288

Largest group: Full-Time Employee at 38.8%

Largest group: Low Household Income · €6,000 – €9,999 at 19.2%

Largest group: Lower-Middle Income · €5,500 – €7,999 at 19.3%

• Debit Card Users19.6%26,578
• Online / Mobile Banking Users14.5%19,662
• Digital Wallet / Mobile Money Users12.8%17,357
• Personal Loan Holders8.7%11,797
• Life Insurance Policy Holders8.5%11,526
• Credit Card Holders8%10,848
• Home Loan / Mortgage Holders7.4%10,035
• Retirement / Pension Savers6.3%8,543

Largest group: Debit Card Users at 19.6%

• Own Primary Residence60%81,361
• Rent Primary Residence9.5%12,882
• Live with Family Member(s) in Their Residence22.9%31,053
• Live in Student / University Accommodation3.2%4,339
• Other Living Arrangement4.4%5,966

Largest group: Own Primary Residence at 60%

• 23%31,188Apartment / Flat – with balcony or garden
• 21.4%29,019Detached House
• 15.3%20,747Apartment / Flat – no outside space
• 9.1%12,340Semi-Detached House
• 8.9%12,069Terraced / Row House / Townhouse
• 7.7%10,441Bungalow / Single-Storey House
• 5.3%7,187Condominium / Serviced Apartment
• 3.2%4,339Cottage / Farmhouse
• 2.6%3,526Dormitory / Hostel / Group Quarters
• 2%2,712Other Dwelling Type
• 1.5%2,034Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 23%

Largest group: 18+ Years (adult children) at 30.4%

• Primary Grocery Shoppers15.4%20,883
• Household Head / Main Earner14.5%19,662
• Dual-Income Households13.8%18,713
• Household Budget Managers11.2%15,187
• Children's Education Decision Makers7.6%10,306
• Grandparents Caring for Grandchildren7.3%9,899
• Multi-Generational Households6.6%8,950
• New Parents (child under 1 year)6.1%8,272

Largest group: Primary Grocery Shoppers at 15.4%

• Household Service Decision Makers18.9%25,629
• Home Maintenance & Handyman Service Users14.4%19,527
• Plumbing Service Customers14.2%19,255
• Residential Cleaning / Domestic Help Users12.9%17,493
• Electrical Repair Service Customers12.2%16,543
• Laundry / Dry-Cleaning Service Users8.2%11,119
• Landlords & Property Managers7.9%10,713
• Pest-Control Service Customers6.4%8,679

Largest group: Household Service Decision Makers at 18.9%

• Bulgarian90%122,042
• Turkish6%8,136
• Other ethnic groups / minorities (Russian, Armenian, Greek, etc.)3%4,068
• Roma1%1,356

Largest group: Bulgarian at 90%

• Sofia City22.5%30,510
• Plovdiv9.7%13,153
• Varna7.4%10,035
• Burgas5.5%7,458
• Stara Zagora4.5%6,102
• Blagoevgrad4%5,424
• Pleven3.7%5,017
• Veliko Tarnovo3.3%4,475
• Pazardzhik3.1%4,204
• Haskovo3%4,068

Largest group: Sofia City at 22.5%

Automotive

• 38.5%52,207Mass-Market Car Owners
• 21.3%28,883Car Insurance Policy Holders
• 10.6%14,374Vehicle Service & Repair Decision Makers
• 7.1%9,628Vehicle Purchase Intenders (next 12 months)

Technology & Digital Usage

• 31.1%42,172Android Smartphone Users
• 9.9%13,425iOS Smartphone Users
• 9.2%12,475Online Learning / E-Learning Users
• 7.8%10,577Generative AI & Chatbot Users

Travel

• 21.7%29,426Frequent Domestic Travellers (3+ trips a year)
• 19.3%26,171Family Vacationers
• 9.9%13,425International Travellers
• 8.3%11,255Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 14.4%19,527Gardeners & Home Growers
• 11.5%15,594Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 10.1%13,696DIY & Home Improvement Enthusiasts
• 9.6%13,018Nature & Outdoor Leisure (camping, picnics)

Media & Entertainment

• 14.9%20,205Linear / Pay-TV Viewers
• 13.5%18,306OTT / Subscription Video Streaming Subscribers
• 13.1%17,764Free Ad-Supported Video Platform Viewers
• 13%17,628Music Streaming Users

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

• 24.7%33,494Adult Tobacco Product Users
• 22.6%30,646Beer Consumers
• 17.8%24,137Non-Tobacco / Nicotine Users
• 16.1%21,832Wine & Spirits Consumers

Consumer Electronics Ownership & Purchase

• 17.2%23,324Consumer Electronics Purchase Decision Makers
• 14.1%19,120Major Home Appliance Buyers
• 12.8%17,357Laptop / Desktop Computer Owners
• 12.3%16,679Audio / Headphone Device Owners

Content Creators & Social Media Influence

• 24.2%32,816Casual Social Media Content Posters
• 13.2%17,899Long-Form Video Creators
• 13.1%17,764Short-Form Video Creators
• 11.6%15,730Photo & Visual Content Creators