• 48.9%191,728 Males
• 51.1%200,354 Females

Largest group: Females at 51.1%

Largest group: 30-49 at 40.9%

• Less than secondary / high school30.7%120,369
• Secondary / high school graduate19.4%76,064
• Post-secondary vocational / technical training11.7%45,874
• Some college / university – no degree7.9%30,974
• Associate / short-cycle tertiary diploma2.8%10,978
• Bachelor's degree15.8%61,949
• Master's degree (MA, MSc, MBA, etc.)8.7%34,111
• Professional degree (MD, DDS, LLB, JD, etc.)2%7,842
• Doctorate (PhD, EdD)1%3,921

Largest group: Less than secondary / high school at 30.7%

• Married / Civil Partnership34.9%136,837
• Single / Never Married34.7%136,052
• Divorced6.8%26,662
• Widowed / Separated6.2%24,309
• Living with Partner (Cohabiting)17.4%68,222

Largest group: Married / Civil Partnership at 34.9%

• Millennials (born 1981–1996)34%133,308
• Gen Z (born 1997–2012)28.4%111,351
• Gen X (born 1965–1980)23.3%91,355
• Baby Boomers (born 1946–1964)11.4%44,697
• Silent Generation (born before 1946)2.9%11,370

Largest group: Millennials (born 1981–1996) at 34%

• Full-Time Employee32.9%128,995
• Student13%50,971
• Retired11.4%44,697
• Self-Employed / Contract / Freelance11.4%44,697
• Unemployed8%31,367
• Homemaker7.9%30,974
• Part-Time Employee6.1%23,917
• Occasional or Seasonal Work3.8%14,899

Largest group: Full-Time Employee at 32.9%

Largest group: Lower-Middle Household Income · CLP 8,500,000 – CLP 11,999,999 at 18.1%

Largest group: Middle Income · CLP 7,000,000 – CLP 9,999,999 at 19.3%

• Debit Card Users19.1%74,888
• Credit Card Holders14%54,891
• Online / Mobile Banking Users12.8%50,186
• Digital Wallet / Mobile Money Users11.5%45,089
• Personal Loan Holders8.3%32,543
• Home Loan / Mortgage Holders7.4%29,014
• Life Insurance Policy Holders6.6%25,877
• Mutual Fund Investors5.1%19,996

Largest group: Debit Card Users at 19.1%

• Own Primary Residence43.6%170,948
• Rent Primary Residence20.6%80,769
• Live with Family Member(s) in Their Residence27.3%107,038
• Live in Student / University Accommodation4.3%16,860
• Other Living Arrangement4.2%16,467

Largest group: Own Primary Residence at 43.6%

• 33.2%130,171Detached House
• 12.5%49,010Apartment / Flat – no outside space
• 12.2%47,834Apartment / Flat – with balcony or garden
• 9.5%37,248Bungalow / Single-Storey House
• 9.2%36,072Semi-Detached House
• 8.8%34,503Terraced / Row House / Townhouse
• 3.6%14,115Condominium / Serviced Apartment
• 3.6%14,115Cottage / Farmhouse
• 3.2%12,547Dormitory / Hostel / Group Quarters
• 2.2%8,626Mobile Home / Caravan
• 2%7,842Other Dwelling Type

Largest group: Detached House at 33.2%

Largest group: 18+ Years (adult children) at 26.4%

• Primary Grocery Shoppers16%62,733
• Household Budget Managers14.7%57,636
• Household Head / Main Earner13.5%52,931
• Dual-Income Households12%47,050
• Single Parents8.7%34,111
• Multi-Generational Households8.3%32,543
• Children's Education Decision Makers7.1%27,838
• Grandparents Caring for Grandchildren5.7%22,349

Largest group: Primary Grocery Shoppers at 16%

• Household Service Decision Makers18.6%72,927
• Residential Cleaning / Domestic Help Users15.5%60,773
• Plumbing Service Customers14.7%57,636
• Electrical Repair Service Customers11.4%44,697
• Home Maintenance & Handyman Service Users11%43,129
• Laundry / Dry-Cleaning Service Users8.2%32,151
• Pest-Control Service Customers7.5%29,406
• Landlords & Property Managers6.6%25,877

Largest group: Household Service Decision Makers at 18.6%

• White / Mestizo86%337,191
• Mapuche8%31,367
• Immigrant origin (Venezuelan, Peruvian, Colombian, Haitian)3%11,762
• Other Indigenous (Aymara, Diaguita, etc.)2%7,842
• Other ethnic groups / minorities1%3,921

Largest group: White / Mestizo at 86%

• Santiago Metropolitan44.2%173,300
• Valparaíso9.5%37,248
• Biobío8.3%32,543
• Maule5.4%21,172
• O'Higgins5%19,604
• La Araucanía4.7%18,428
• Los Lagos4.4%17,252
• Coquimbo4.3%16,860
• Antofagasta3.5%13,723
• Ñuble2.5%9,802

Largest group: Santiago Metropolitan at 44.2%

Automotive

• 32.7%128,211Mass-Market Car Owners
• 15%58,812Car Insurance Policy Holders
• 11.5%45,089Vehicle Service & Repair Decision Makers
• 8%31,367Ride-Hailing & Delivery Drivers

Technology & Digital Usage

• 24.4%95,668Android Smartphone Users
• 10.8%42,345iOS Smartphone Users
• 9.8%38,424Online Learning / E-Learning Users
• 9.1%35,679Generative AI & Chatbot Users

Travel

• 19.8%77,632Frequent Domestic Travellers (3+ trips a year)
• 12.8%50,186Family Vacationers
• 12.1%47,442International Travellers
• 9.1%35,679Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 11.4%44,697Gardeners & Home Growers
• 11%43,129DIY & Home Improvement Enthusiasts
• 10.7%41,953Nightlife & Socialising Enthusiasts
• 10.4%40,777Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)

Media & Entertainment

• 16.8%65,870OTT / Subscription Video Streaming Subscribers
• 14.1%55,284Free Ad-Supported Video Platform Viewers
• 11.8%46,266Music Streaming Users
• 10.6%41,561Linear / Pay-TV Viewers

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

• 27%105,862Non-Tobacco / Nicotine Users
• 20.5%80,377Adult Tobacco Product Users
• 18.7%73,319Wine & Spirits Consumers
• 11.5%45,089Former Tobacco / Nicotine Users

Consumer Electronics Ownership & Purchase

• 17.8%69,791Consumer Electronics Purchase Decision Makers
• 14.7%57,636Laptop / Desktop Computer Owners
• 13%50,971Major Home Appliance Buyers
• 12.1%47,442Audio / Headphone Device Owners

Content Creators & Social Media Influence

• 23.2%90,963Casual Social Media Content Posters
• 15.1%59,204Short-Form Video Creators
• 11.7%45,874Photo & Visual Content Creators
• 11.4%44,697Long-Form Video Creators