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Consumer panel · Europe

Real consumers of Poland, profiled by Frequent Research.

Know them by age and gender.

  • CapitalWarsaw
  • CurrencyPolish złoty (PLN)
  • LanguagesPolish
Explore the panel Get the panel book 798,292profiled consumers33profile tableszłPolish złoty
  • GenderFemales51.7% · 412,717
  • Age30-4941.5% · 331,291
  • Education (highest level completed)Secondary / high school graduate32.8% · 261,840
  • Occupation / Employment StatusFull-Time Employee40.6% · 324,107
  • Marital StatusMarried / Civil Partnership52.4% · 418,305
  • Life Stage / GenerationMillennials (born 1981–1996)35.8% · 285,789
  • Ethnicity / Population BackgroundPolish96% · 766,360
  • Voivodeship DistributionMasovian15.3% · 122,139
  • Annual Household Income (gross, PLN)Middle Household Income · PLN 90,000 – PLN 119,99918.7% · 149,281
  • Annual Personal Income (gross, PLN)Lower-Middle Income · PLN 39,000 – PLN 54,99920.4% · 162,852
  • Home Category (living arrangement)Own Primary Residence64.4% · 514,100
  • Dwelling TypeDetached House24.4% · 194,783
  • Parents of Children (age of youngest child)18+ Years (adult children)31.1% · 248,269
  • AutomotiveMass-Market Car Owners41.8% · 333,686
At a glance

Poland in 6 numbers

  • 798,292profiled consumers in Poland
  • Gender51.7%Females
  • Age41.5%30-49
  • Occupation40.6%Full-Time Employee
  • Personal income20.4%Lower-Middle Income · PLN 39,000 – PLN 54,999
  • Technology22.9%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 48.3%385,575 Males
  • 51.7%412,717 Females

Largest group: Females at 51.7%

Age

5 groups
3.8%30,33513-17 21.5%171,63318-29 41.5%331,29130-49 22.8%182,01150-64 10.4%83,02265+

Largest group: 30-49 at 41.5%

Education (highest level completed)

9 groups
  • Less than secondary / high school5.9%47,099
  • Secondary / high school graduate32.8%261,840
  • Post-secondary vocational / technical training17.7%141,298
  • Some college / university – no degree12%95,795
  • Associate / short-cycle tertiary diploma3.3%26,344
  • Bachelor's degree16.8%134,113
  • Master's degree (MA, MSc, MBA, etc.)8.5%67,855
  • Professional degree (MD, DDS, LLB, JD, etc.)2%15,966
  • Doctorate (PhD, EdD)1%7,983

Largest group: Secondary / high school graduate at 32.8%

Marital Status

5 groups
  • Married / Civil Partnership52.4%418,305
  • Single / Never Married31.2%249,067
  • Divorced4.4%35,125
  • Widowed / Separated6.8%54,284
  • Living with Partner (Cohabiting)5.2%41,511

Largest group: Married / Civil Partnership at 52.4%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)35.8%285,789
  • Gen X (born 1965–1980)25.2%201,170
  • Gen Z (born 1997–2012)22.1%176,423
  • Baby Boomers (born 1946–1964)13.9%110,963
  • Silent Generation (born before 1946)3%23,949

Largest group: Millennials (born 1981–1996) at 35.8%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee40.6%324,107
  • Retired14.6%116,551
  • Student11%87,812
  • Self-Employed / Contract / Freelance9.5%75,838
  • Homemaker8.3%66,258
  • Occasional or Seasonal Work3.6%28,739
  • Part-Time Employee3.2%25,545
  • Disabled / Not Able to Work3.2%25,545
Show all 11

Largest group: Full-Time Employee at 40.6%

Annual Household Income (gross, PLN)

10 groups
6.2%49,494Very Low Household Income · Below PLN 41,000 15.8%126,130Low Household Income · PLN 41,000 – PLN 64,999 18.3%146,087Lower-Middle Household Income · PLN 65,000 – PLN 89,999 18.7%149,281Middle Household Income · PLN 90,000 – PLN 119,999 16.7%133,315Upper-Middle Household Income · PLN 120,000 – PLN 159,999 11.5%91,804Comfortable Household Income · PLN 160,000 – PLN 209,999 7.9%63,065Affluent Household Income · PLN 210,000 – PLN 299,999 2.8%22,352High Household Income · PLN 300,000 – PLN 429,999 1.3%10,378Very High Household Income · PLN 430,000 – PLN 699,999 0.8%6,386Top Household Income Tier · PLN 700,000 and above

Largest group: Middle Household Income · PLN 90,000 – PLN 119,999 at 18.7%

Annual Personal Income (gross, PLN)

10 groups
5.1%40,713Very Low Income · Below PLN 23,000 14.7%117,349Low Income · PLN 23,000 – PLN 38,999 20.4%162,852Lower-Middle Income · PLN 39,000 – PLN 54,999 18.7%149,281Middle Income · PLN 55,000 – PLN 74,999 14.7%117,349Upper-Middle Income · PLN 75,000 – PLN 99,999 11.4%91,005Comfortable Income · PLN 100,000 – PLN 129,999 8.6%68,653Affluent Income · PLN 130,000 – PLN 179,999 4%31,932High Income · PLN 180,000 – PLN 259,999 1.5%11,974Very High Income · PLN 260,000 – PLN 419,999 0.9%7,185Top Income Tier · PLN 420,000 and above

Largest group: Lower-Middle Income · PLN 39,000 – PLN 54,999 at 20.4%

Banking & Financial Services

12 groups
  • Debit Card Users16.4%130,920
  • Online / Mobile Banking Users15.5%123,735
  • Credit Card Holders12.4%98,988
  • Digital Wallet / Mobile Money Users11.1%88,610
  • Home Loan / Mortgage Holders8.2%65,460
  • Life Insurance Policy Holders7.7%61,468
  • Personal Loan Holders7.4%59,074
  • Retirement / Pension Savers5.6%44,704
Show all 12

Largest group: Debit Card Users at 16.4%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence64.4%514,100
  • Rent Primary Residence7.5%59,872
  • Live with Family Member(s) in Their Residence20.6%164,448
  • Live in Student / University Accommodation3.7%29,537
  • Other Living Arrangement3.8%30,335

Largest group: Own Primary Residence at 64.4%

Dwelling Type

11 groups
  • 24.4%194,783Detached House
  • 22.8%182,011Apartment / Flat – with balcony or garden
  • 12.6%100,585Apartment / Flat – no outside space
  • 8.9%71,048Terraced / Row House / Townhouse
  • 7.8%62,267Semi-Detached House
  • 6.8%54,284Condominium / Serviced Apartment
  • 6.6%52,687Bungalow / Single-Storey House
  • 3.3%26,344Cottage / Farmhouse
  • 3.1%24,747Dormitory / Hostel / Group Quarters
  • 2%15,966Other Dwelling Type
  • 1.7%13,571Mobile Home / Caravan

Largest group: Detached House at 24.4%

Parents of Children (age of youngest child)

5 groups
12.4%98,9880-2 Years 14.6%116,5513-6 Years 20.8%166,0457-12 Years 21.1%168,44013-17 Years 31.1%248,26918+ Years (adult children)

Largest group: 18+ Years (adult children) at 31.1%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers15.6%124,534
  • Household Head / Main Earner15.3%122,139
  • Dual-Income Households12.2%97,392
  • Household Budget Managers11.6%92,602
  • Children's Education Decision Makers8.5%67,855
  • Multi-Generational Households8.1%64,662
  • Grandparents Caring for Grandchildren7.2%57,477
  • Single Parents5.7%45,503
Show all 12

Largest group: Primary Grocery Shoppers at 15.6%

Household Services & Maintenance

9 groups
  • Plumbing Service Customers18.6%148,482
  • Household Service Decision Makers17.5%139,701
  • Home Maintenance & Handyman Service Users12.7%101,383
  • Residential Cleaning / Domestic Help Users12%95,795
  • Electrical Repair Service Customers11.7%93,400
  • Laundry / Dry-Cleaning Service Users9.6%76,636
  • Landlords & Property Managers7.8%62,267
  • Pest-Control Service Customers5.9%47,099
Show all 9

Largest group: Plumbing Service Customers at 18.6%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Polish96%766,360
  • Ukrainian2.5%19,957
  • Belarusian0.5%3,991
  • Silesian / Kashubian (self-declared)0.5%3,991
  • Other ethnic groups / minorities0.5%3,991

Largest group: Polish at 96%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 41.8%333,686Mass-Market Car Owners
  • 21.6%172,431Car Insurance Policy Holders
  • 9.4%75,039Vehicle Service & Repair Decision Makers
  • 6.2%49,494Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 22.9%182,809Android Smartphone Users
  • 10.5%83,821iOS Smartphone Users
  • 10%79,829Generative AI & Chatbot Users
  • 9.4%75,039Online Learning / E-Learning Users
All 11 groups

Travel

  • 20.9%166,843Frequent Domestic Travellers (3+ trips a year)
  • 11.7%93,400Family Vacationers
  • 10.3%82,224International Travellers
  • 9%71,846Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.3%106,173Gardeners & Home Growers
  • 12.9%102,980DIY & Home Improvement Enthusiasts
  • 11.8%94,198Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 9.5%75,838Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 15.5%123,735OTT / Subscription Video Streaming Subscribers
  • 13.4%106,971Free Ad-Supported Video Platform Viewers
  • 13.1%104,576Music Streaming Users
  • 11.5%91,804Linear / Pay-TV Viewers
All 10 groups

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

  • 23.4%186,800Beer Consumers
  • 22.2%177,221Non-Tobacco / Nicotine Users
  • 16.1%128,525Adult Tobacco Product Users
  • 14.2%113,357Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 15.8%126,130Laptop / Desktop Computer Owners
  • 14.3%114,156Consumer Electronics Purchase Decision Makers
  • 13.1%104,576Major Home Appliance Buyers
  • 12.8%102,181Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 22.8%182,011Casual Social Media Content Posters
  • 15.3%122,139Short-Form Video Creators
  • 12.8%102,181Photo & Visual Content Creators
  • 10.9%87,014Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Voivodeship 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

Voivodeship Distribution

  1. Silesian11%87,8122
  2. Masovian15.3%122,1391
  3. Lesser Poland9.5%75,8383
  • Masovian15.3%122,139
  • Silesian11%87,812
  • Lesser Poland9.5%75,838
  • Greater Poland9.2%73,443
  • Lower Silesian7.9%63,065
  • Łódź6.6%52,687
  • Pomeranian6.2%49,494
  • Lublin5.4%43,108
  • Podkarpackie5.2%41,511
  • Kuyavian-Pomeranian5.1%40,713
Show all 16

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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