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Consumer panel · North America

Real consumers of Mexico, profiled by Frequent Research.

Know them by age and gender.

  • CapitalMexico City
  • CurrencyMexican peso (MXN)
  • LanguagesSpanish
Explore the panel Get the panel book 255,042profiled consumers33profile tables$Mexican peso
  • GenderMales50.3% · 128,286
  • Age30-4941.7% · 106,353
  • Education (highest level completed)Less than secondary / high school39.7% · 101,252
  • Occupation / Employment StatusFull-Time Employee33.6% · 85,694
  • Marital StatusMarried / Civil Partnership42.9% · 109,413
  • Life Stage / GenerationMillennials (born 1981–1996)34.7% · 88,500
  • Ethnicity / Population BackgroundMestizo (mixed European–Indigenous)62% · 158,126
  • State DistributionState of Mexico11.9% · 30,350
  • Annual Household Income (gross, MXN)Lower-Middle Household Income · MX$110,000 – MX$159,99922.3% · 56,874
  • Annual Personal Income (gross, MXN)Lower-Middle Income · MX$65,000 – MX$94,99917.8% · 45,397
  • Home Category (living arrangement)Own Primary Residence51.7% · 131,857
  • Dwelling TypeDetached House49.8% · 127,011
  • Parents of Children (age of youngest child)7-12 Years23.8% · 60,700
  • AutomotiveMass-Market Car Owners29.8% · 76,003
At a glance

Mexico in 7 numbers

  • 255,042profiled consumers in Mexico
  • Gender50.3%Males
  • Age41.7%30-49
  • Where they live11.9%State of Mexico
  • Occupation33.6%Full-Time Employee
  • Personal income17.8%Lower-Middle Income · MX$65,000 – MX$94,999
  • Technology25.6%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 50.3%128,286 Males
  • 49.7%126,756 Females

Largest group: Males at 50.3%

Age

5 groups
6.2%15,81313-17 26.8%68,35118-29 41.7%106,35330-49 17.3%44,12250-64 8%20,40365+

Largest group: 30-49 at 41.7%

Education (highest level completed)

9 groups
  • Less than secondary / high school39.7%101,252
  • Secondary / high school graduate20.3%51,774
  • Post-secondary vocational / technical training11.2%28,565
  • Some college / university – no degree7.4%18,873
  • Associate / short-cycle tertiary diploma2.1%5,356
  • Bachelor's degree10.6%27,034
  • Master's degree (MA, MSc, MBA, etc.)6.4%16,323
  • Professional degree (MD, DDS, LLB, JD, etc.)1.5%3,826
  • Doctorate (PhD, EdD)0.8%2,040

Largest group: Less than secondary / high school at 39.7%

Marital Status

5 groups
  • Married / Civil Partnership42.9%109,413
  • Single / Never Married38.7%98,701
  • Divorced3.6%9,182
  • Widowed / Separated5%12,752
  • Living with Partner (Cohabiting)9.8%24,994

Largest group: Married / Civil Partnership at 42.9%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)34.7%88,500
  • Gen Z (born 1997–2012)31.2%79,573
  • Gen X (born 1965–1980)22.1%56,364
  • Baby Boomers (born 1946–1964)9.7%24,739
  • Silent Generation (born before 1946)2.3%5,866

Largest group: Millennials (born 1981–1996) at 34.7%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee33.6%85,694
  • Student13.8%35,196
  • Self-Employed / Contract / Freelance13.3%33,921
  • Retired9.3%23,719
  • Homemaker8.5%21,679
  • Part-Time Employee7.8%19,893
  • Occasional or Seasonal Work3.9%9,947
  • Disabled / Not Able to Work3.2%8,161
Show all 11

Largest group: Full-Time Employee at 33.6%

Annual Household Income (gross, MXN)

10 groups
7.4%18,873Very Low Household Income · Below MX$70,000 15.1%38,511Low Household Income · MX$70,000 – MX$109,999 22.3%56,874Lower-Middle Household Income · MX$110,000 – MX$159,999 16.7%42,592Middle Household Income · MX$160,000 – MX$209,999 15.4%39,276Upper-Middle Household Income · MX$210,000 – MX$279,999 10.2%26,014Comfortable Household Income · MX$280,000 – MX$369,999 6.3%16,068Affluent Household Income · MX$370,000 – MX$499,999 4.3%10,967High Household Income · MX$500,000 – MX$749,999 1.4%3,571Very High Household Income · MX$750,000 – MX$1,199,999 0.9%2,295Top Household Income Tier · MX$1,200,000 and above

Largest group: Lower-Middle Household Income · MX$110,000 – MX$159,999 at 22.3%

Annual Personal Income (gross, MXN)

10 groups
6.8%17,343Very Low Income · Below MX$38,000 17.5%44,632Low Income · MX$38,000 – MX$64,999 17.8%45,397Lower-Middle Income · MX$65,000 – MX$94,999 15.6%39,787Middle Income · MX$95,000 – MX$129,999 11.7%29,840Upper-Middle Income · MX$130,000 – MX$159,999 13.1%33,411Comfortable Income · MX$160,000 – MX$219,999 9.5%24,229Affluent Income · MX$220,000 – MX$309,999 4.7%11,987High Income · MX$310,000 – MX$439,999 2.3%5,866Very High Income · MX$440,000 – MX$699,999 1%2,550Top Income Tier · MX$700,000 and above

Largest group: Lower-Middle Income · MX$65,000 – MX$94,999 at 17.8%

Banking & Financial Services

12 groups
  • Debit Card Users18.4%46,928
  • Online / Mobile Banking Users17.6%44,887
  • Digital Wallet / Mobile Money Users11.9%30,350
  • Personal Loan Holders11.5%29,330
  • Life Insurance Policy Holders9%22,954
  • Credit Card Holders7.5%19,128
  • Home Loan / Mortgage Holders5.4%13,772
  • Stock / Equity Traders5.1%13,007
Show all 12

Largest group: Debit Card Users at 18.4%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence51.7%131,857
  • Rent Primary Residence12.1%30,860
  • Live with Family Member(s) in Their Residence28.8%73,452
  • Live in Student / University Accommodation4%10,202
  • Other Living Arrangement3.4%8,671

Largest group: Own Primary Residence at 51.7%

Dwelling Type

11 groups
  • 49.8%127,011Detached House
  • 12.1%30,860Bungalow / Single-Storey House
  • 8.1%20,658Terraced / Row House / Townhouse
  • 7.1%18,108Semi-Detached House
  • 4.6%11,732Apartment / Flat – with balcony or garden
  • 4.5%11,477Cottage / Farmhouse
  • 4%10,202Dormitory / Hostel / Group Quarters
  • 3.2%8,161Apartment / Flat – no outside space
  • 2.4%6,121Other Dwelling Type
  • 2.3%5,866Condominium / Serviced Apartment
  • 1.9%4,846Mobile Home / Caravan

Largest group: Detached House at 49.8%

Parents of Children (age of youngest child)

5 groups
15%38,2560-2 Years 17.6%44,8873-6 Years 23.8%60,7007-12 Years 20%51,00813-17 Years 23.6%60,19018+ Years (adult children)

Largest group: 7-12 Years at 23.8%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner15%38,256
  • Primary Grocery Shoppers13.7%34,941
  • Household Budget Managers12.3%31,370
  • Dual-Income Households12.2%31,115
  • Children's Education Decision Makers9.2%23,464
  • Multi-Generational Households7.1%18,108
  • Childcare / Nanny Service Users6.4%16,323
  • Expecting Parents5.5%14,027
Show all 12

Largest group: Household Head / Main Earner at 15%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users21.6%55,089
  • Household Service Decision Makers16.1%41,062
  • Plumbing Service Customers11.6%29,585
  • Home Maintenance & Handyman Service Users11.3%28,820
  • Air-Conditioning / Cooling Service Customers10.8%27,545
  • Electrical Repair Service Customers10.4%26,524
  • Pest-Control Service Customers8.1%20,658
  • Landlords & Property Managers5.3%13,517
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 21.6%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Mestizo (mixed European–Indigenous)62%158,126
  • Indigenous (Nahua, Maya, Zapotec, Mixtec, etc.)19%48,458
  • White / European descent13%33,155
  • Other ethnic groups / minorities4%10,202
  • Afro-Mexican2%5,101

Largest group: Mestizo (mixed European–Indigenous) at 62%

State Distribution

32 groups
  • State of Mexico11.9%30,350
  • Mexico City (CDMX)8.7%22,189
  • Jalisco7%17,853
  • Veracruz6.6%16,833
  • Puebla5.1%13,007
  • Guanajuato4.9%12,497
  • Nuevo León4.9%12,497
  • Chiapas3.7%9,437
  • Michoacán3.7%9,437
  • Baja California3.1%7,906
Show all 32

Largest group: State of Mexico at 11.9%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 29.8%76,003Mass-Market Car Owners
  • 16.1%41,062Car Insurance Policy Holders
  • 11.7%29,840Motorcycle / Scooter Owners
  • 10.6%27,034Vehicle Service & Repair Decision Makers
All 11 groups

Technology & Digital Usage

  • 25.6%65,291Android Smartphone Users
  • 10.4%26,524Online Learning / E-Learning Users
  • 9%22,954iOS Smartphone Users
  • 9%22,954Generative AI & Chatbot Users
All 11 groups

Travel

  • 19.9%50,753Frequent Domestic Travellers (3+ trips a year)
  • 16%40,807Family Vacationers
  • 8.6%21,934International Travellers
  • 8.6%21,934Budget / Backpacker Travellers
All 12 groups

Lifestyle & Hobbies

  • 16.3%41,572Gardeners & Home Growers
  • 11.2%28,565Nature & Outdoor Leisure (camping, picnics)
  • 9.8%24,994Nightlife & Socialising Enthusiasts
  • 9.7%24,739Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 16.3%41,572OTT / Subscription Video Streaming Subscribers
  • 14.1%35,961Free Ad-Supported Video Platform Viewers
  • 13.4%34,176Music Streaming Users
  • 11.3%28,820Linear / Pay-TV Viewers
All 10 groups

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

  • 36%91,815Non-Tobacco / Nicotine Users
  • 23.7%60,445Beer Consumers
  • 12.9%32,900Adult Tobacco Product Users
  • 9%22,954Former Tobacco / Nicotine Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 18.9%48,203Consumer Electronics Purchase Decision Makers
  • 16.6%42,337Major Home Appliance Buyers
  • 13.8%35,196Audio / Headphone Device Owners
  • 11.9%30,350Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 24.1%61,465Casual Social Media Content Posters
  • 14.5%36,981Short-Form Video Creators
  • 11.6%29,585Photo & Visual Content Creators
  • 11%28,055Long-Form Video 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 Shoppers15%38,2562
  2. Value & Discount Seekers19.3%49,2231
  3. Online Shoppers11.6%29,5853
  • Value & Discount Seekers19.3%49,223
  • In-Store Shoppers15%38,256
  • Online Shoppers11.6%29,585
  • Fashion & Apparel Shoppers9.9%25,249
  • Omnichannel Shoppers8.5%21,679
  • Home & Furnishing Shoppers7%17,853
  • Brand-Loyal Shoppers6.7%17,088
  • Impulse Buyers6%15,303
  • Social Commerce / Live-Shopping Buyers5%12,752
  • Second-Hand & Re-Commerce Shoppers4.4%11,222
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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