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Consumer panel · Asia-Pacific

Real consumers of China, profiled by Frequent Research.

Know them by age and gender.

  • CapitalBeijing
  • CurrencyRenminbi (yuan) (CNY)
  • LanguagesMandarin Chinese
Explore the panel Get the panel book 4,277,658profiled consumers33profile tables¥Renminbi (yuan)
  • GenderMales51.8% · 2,215,827
  • Age30-4942.1% · 1,800,894
  • Education (highest level completed)Less than secondary / high school45.1% · 1,929,224
  • Occupation / Employment StatusFull-Time Employee42% · 1,796,616
  • Marital StatusMarried / Civil Partnership59.9% · 2,562,317
  • Life Stage / GenerationMillennials (born 1981–1996)34.9% · 1,492,903
  • Ethnicity / Population BackgroundHan93% · 3,978,222
  • Province / Municipality / AR DistributionGuangdong9.5% · 406,378
  • Annual Household Income (gross, CNY)Lower-Middle Household Income · ¥60,000 – ¥84,99919.4% · 829,866
  • Annual Personal Income (gross, CNY)Low Income · ¥21,000 – ¥35,99918.3% · 782,811
  • Home Category (living arrangement)Own Primary Residence60.9% · 2,605,094
  • Dwelling TypeApartment / Flat – with balcony or garden31.9% · 1,364,573
  • Parents of Children (age of youngest child)18+ Years (adult children)31.2% · 1,334,629
  • AutomotiveMass-Market Car Owners20.7% · 885,475
At a glance

China in 7 numbers

  • 4,277,658profiled consumers in China
  • Gender51.8%Males
  • Age42.1%30-49
  • Where they live9.5%Guangdong
  • Occupation42%Full-Time Employee
  • Personal income18.3%Low Income · ¥21,000 – ¥35,999
  • Technology26%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 51.8%2,215,827 Males
  • 48.2%2,061,831 Females

Largest group: Males at 51.8%

Age

5 groups
4.4%188,21713-17 21.9%936,80718-29 42.1%1,800,89430-49 21.3%911,14150-64 10.3%440,59965+

Largest group: 30-49 at 42.1%

Education (highest level completed)

9 groups
  • Less than secondary / high school45.1%1,929,224
  • Secondary / high school graduate16.6%710,091
  • Post-secondary vocational / technical training9.9%423,488
  • Some college / university – no degree6.3%269,492
  • Associate / short-cycle tertiary diploma2%85,553
  • Bachelor's degree12%513,319
  • Master's degree (MA, MSc, MBA, etc.)6.1%260,937
  • Professional degree (MD, DDS, LLB, JD, etc.)1.3%55,610
  • Doctorate (PhD, EdD)0.7%29,944

Largest group: Less than secondary / high school at 45.1%

Marital Status

5 groups
  • Married / Civil Partnership59.9%2,562,317
  • Single / Never Married30.9%1,321,796
  • Divorced3.3%141,163
  • Widowed / Separated4.7%201,050
  • Living with Partner (Cohabiting)1.2%51,332

Largest group: Married / Civil Partnership at 59.9%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)34.9%1,492,903
  • Gen Z (born 1997–2012)25.5%1,090,803
  • Gen X (born 1965–1980)24.1%1,030,916
  • Baby Boomers (born 1946–1964)12.9%551,818
  • Silent Generation (born before 1946)2.6%111,219

Largest group: Millennials (born 1981–1996) at 34.9%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee42%1,796,616
  • Self-Employed / Contract / Freelance12.7%543,263
  • Retired11.5%491,931
  • Student10.6%453,432
  • Homemaker6%256,659
  • Unemployed4.3%183,939
  • Part-Time Employee3.8%162,551
  • Occasional or Seasonal Work3.7%158,273
Show all 11

Largest group: Full-Time Employee at 42%

Annual Household Income (gross, CNY)

10 groups
7.8%333,657Very Low Household Income · Below ¥38,000 16.2%692,981Low Household Income · ¥38,000 – ¥59,999 19.4%829,866Lower-Middle Household Income · ¥60,000 – ¥84,999 15%641,649Middle Household Income · ¥85,000 – ¥109,999 16.8%718,647Upper-Middle Household Income · ¥110,000 – ¥149,999 11%470,542Comfortable Household Income · ¥150,000 – ¥199,999 7.8%333,657Affluent Household Income · ¥200,000 – ¥279,999 3.6%153,996High Household Income · ¥280,000 – ¥399,999 1.4%59,887Very High Household Income · ¥400,000 – ¥649,999 1%42,777Top Household Income Tier · ¥650,000 and above

Largest group: Lower-Middle Household Income · ¥60,000 – ¥84,999 at 19.4%

Annual Personal Income (gross, CNY)

10 groups
7.4%316,547Very Low Income · Below ¥21,000 18.3%782,811Low Income · ¥21,000 – ¥35,999 15.3%654,482Lower-Middle Income · ¥36,000 – ¥49,999 17%727,202Middle Income · ¥50,000 – ¥69,999 12.4%530,430Upper-Middle Income · ¥70,000 – ¥89,999 11.4%487,653Comfortable Income · ¥90,000 – ¥119,999 9.4%402,100Affluent Income · ¥120,000 – ¥169,999 5.3%226,716High Income · ¥170,000 – ¥239,999 2.4%102,664Very High Income · ¥240,000 – ¥389,999 1.1%47,054Top Income Tier · ¥390,000 and above

Largest group: Low Income · ¥21,000 – ¥35,999 at 18.3%

Banking & Financial Services

12 groups
  • Digital Wallet / Mobile Money Users28%1,197,744
  • Debit Card Users15.1%645,926
  • Online / Mobile Banking Users11.7%500,486
  • Credit Card Holders11.6%496,208
  • Life Insurance Policy Holders7.4%316,547
  • Personal Loan Holders6.4%273,770
  • Home Loan / Mortgage Holders5.9%252,382
  • Mutual Fund Investors4%171,106
Show all 12

Largest group: Digital Wallet / Mobile Money Users at 28%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence60.9%2,605,094
  • Rent Primary Residence5.9%252,382
  • Live with Family Member(s) in Their Residence26.2%1,120,746
  • Live in Student / University Accommodation3%128,330
  • Other Living Arrangement4%171,106

Largest group: Own Primary Residence at 60.9%

Dwelling Type

11 groups
  • 31.9%1,364,573Apartment / Flat – with balcony or garden
  • 26.5%1,133,579Apartment / Flat – no outside space
  • 9.5%406,378Detached House
  • 8.3%355,046Semi-Detached House
  • 6.8%290,881Terraced / Row House / Townhouse
  • 5.4%230,994Condominium / Serviced Apartment
  • 4.1%175,384Bungalow / Single-Storey House
  • 2.6%111,219Dormitory / Hostel / Group Quarters
  • 2.1%89,831Cottage / Farmhouse
  • 1.8%76,998Other Dwelling Type
  • 1%42,777Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 31.9%

Parents of Children (age of youngest child)

5 groups
12.9%551,8180-2 Years 13.9%594,5943-6 Years 18.8%804,2007-12 Years 23.2%992,41713-17 Years 31.2%1,334,62918+ Years (adult children)

Largest group: 18+ Years (adult children) at 31.2%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner18.1%774,256
  • Primary Grocery Shoppers13.7%586,039
  • Dual-Income Households13.1%560,373
  • Household Budget Managers12.4%530,430
  • Multi-Generational Households9.5%406,378
  • Children's Education Decision Makers6.9%295,158
  • Grandparents Caring for Grandchildren6.5%278,048
  • Single Parents6.2%265,215
Show all 12

Largest group: Household Head / Main Earner at 18.1%

Household Services & Maintenance

9 groups
  • Plumbing Service Customers15.4%658,759
  • Household Service Decision Makers14.5%620,260
  • Air-Conditioning / Cooling Service Customers13.8%590,317
  • Home Maintenance & Handyman Service Users11.3%483,375
  • Electrical Repair Service Customers10.5%449,154
  • Laundry / Dry-Cleaning Service Users10%427,766
  • Residential Cleaning / Domestic Help Users9.9%423,488
  • Pest-Control Service Customers8.6%367,879
Show all 9

Largest group: Plumbing Service Customers at 15.4%

Where they live

Regions and background across the country.

Ethnicity / Population Background

11 groups
  • Han93%3,978,222
  • Zhuang1.2%51,332
  • Hui1%42,777
  • Manchu1%42,777
  • Other ethnic groups / minorities0.8%34,221
  • Uyghur0.6%25,666
  • Miao0.6%25,666
  • Tujia0.6%25,666
Show all 11

Largest group: Han at 93%

Province / Municipality / AR Distribution

31 groups
  • Guangdong9.5%406,378
  • Shandong7.2%307,991
  • Henan6.5%278,048
  • Sichuan6%256,659
  • Jiangsu5.9%252,382
  • Hebei5.1%218,161
  • Zhejiang4.8%205,328
  • Hunan4.7%201,050
  • Hubei4.1%175,384
  • Anhui4%171,106
Show all 31

Largest group: Guangdong at 9.5%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 20.7%885,475Mass-Market Car Owners
  • 18%769,978Motorcycle / Scooter Owners
  • 17%727,202Electric Vehicle (EV) Owners
  • 10.7%457,709Car Insurance Policy Holders
All 11 groups

Technology & Digital Usage

  • 26%1,112,191Android Smartphone Users
  • 9.4%402,100iOS Smartphone Users
  • 9.2%393,545Generative AI & Chatbot Users
  • 8.9%380,712Heavy Mobile App Users (3+ hours / day)
All 11 groups

Travel

  • 22.3%953,918Frequent Domestic Travellers (3+ trips a year)
  • 13.4%573,206Family Vacationers
  • 8%342,213Pilgrimage & Religious Travellers
  • 8%342,213Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 12.7%543,263DIY & Home Improvement Enthusiasts
  • 11.1%474,820Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 10.3%440,599Nightlife & Socialising Enthusiasts
  • 10.1%432,043Gardeners & Home Growers
All 12 groups

Media & Entertainment

  • 15.6%667,315Free Ad-Supported Video Platform Viewers
  • 15.2%650,204OTT / Subscription Video Streaming Subscribers
  • 13.1%560,373Music Streaming Users
  • 12.4%530,430Linear / Pay-TV Viewers
All 10 groups

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

  • 28.4%1,214,855Non-Tobacco / Nicotine Users
  • 22%941,085Adult Tobacco Product Users
  • 15.4%658,759Beer Consumers
  • 11.7%500,486Former Tobacco / Nicotine Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 16.5%705,814Audio / Headphone Device Owners
  • 16.3%697,258Consumer Electronics Purchase Decision Makers
  • 14.7%628,816Major Home Appliance Buyers
  • 14.1%603,150Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 17%727,202Casual Social Media Content Posters
  • 16.4%701,536Livestreamers
  • 14.1%603,150Short-Form Video Creators
  • 13.1%560,373Photo & 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. In-Store Shoppers13.8%590,3172
  2. Value & Discount Seekers17.2%735,7571
  3. Online Shoppers11.1%474,8203
  • Value & Discount Seekers17.2%735,757
  • In-Store Shoppers13.8%590,317
  • Online Shoppers11.1%474,820
  • Fashion & Apparel Shoppers9.1%389,267
  • Social Commerce / Live-Shopping Buyers8.2%350,768
  • Brand-Loyal Shoppers8.1%346,490
  • Omnichannel Shoppers7.8%333,657
  • Home & Furnishing Shoppers7.3%312,269
  • Impulse Buyers5.5%235,271
  • Second-Hand & Re-Commerce Shoppers5.1%218,161
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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