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Consumer panel · Region

South America

From Bogotá to Buenos Aires.

  • 3,451,666profiled consumers
  • 5countries
  • 29combined profiles
  • Colombialargest market
Download the region book Market by market
Market by market

5 countries, ranked by panel size.

Every bar opens that country's page and its own panel book.

  1. 1Colombia1,037,54130.1%
  2. 2Argentina910,29226.4%
  3. 3Peru681,08919.7%
  4. 4Brazil430,66212.5%
  5. 5Chile392,08211.4%

Total: 3,451,666 profiled consumers

Combined profile

The South America consumer panel, profile by profile.

Whole numbers are added up across the countries that share the same profile; percentages are of their combined panel.

Demographics 6 Home & family 3 Consumer interests, ownership & behaviour 20

Gender

2 groups
  • 49.4%1,704,778 Males
  • 50.6%1,746,888 Females

Largest group: Females at 50.6%

Base: 3,451,666 profiled consumers in 5 countries

Age

5 groups
5.5%190,52413-17 26.4%912,47418-29 40.6%1,400,75430-49 18.6%640,69550-64 8.9%307,21765+

Largest group: 30-49 at 40.6%

Base: 3,451,666 profiled consumers in 5 countries

Education (highest level completed)

9 groups
  • Less than secondary / high school33.1%1,142,288
  • Secondary / high school graduate21.1%728,200
  • Post-secondary vocational / technical training11.7%402,334
  • Some college / university – no degree7.6%261,595
  • Associate / short-cycle tertiary diploma2.5%85,159
  • Bachelor's degree14.5%499,251
  • Master's degree (MA, MSc, MBA, etc.)7.2%249,396
  • Professional degree (MD, DDS, LLB, JD, etc.)1.6%54,795
  • Doctorate (PhD, EdD)0.8%28,648

Largest group: Less than secondary / high school at 33.1%

Base: 3,451,666 profiled consumers in 5 countries

Occupation / Employment Status

11 groups
  • Full-Time Employee33.5%1,156,082
  • Self-Employed / Contract / Freelance14.9%514,515
  • Student12.5%430,137
  • Retired9.5%326,877
  • Unemployed6.6%227,424
  • Part-Time Employee6.6%226,179
  • Homemaker6.5%225,580
  • Occasional or Seasonal Work4.3%147,644
Show all 11

Largest group: Full-Time Employee at 33.5%

Base: 3,451,666 profiled consumers in 5 countries

Marital Status

5 groups
  • Married / Civil Partnership34.6%1,194,433
  • Single / Never Married38.7%1,335,419
  • Divorced4.8%166,839
  • Widowed / Separated5.4%187,982
  • Living with Partner (Cohabiting)16.4%566,995

Largest group: Single / Never Married at 38.7%

Base: 3,451,666 profiled consumers in 5 countries

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)33%1,138,504
  • Gen Z (born 1997–2012)31.4%1,083,062
  • Gen X (born 1965–1980)21.6%745,935
  • Baby Boomers (born 1946–1964)11.4%392,283
  • Silent Generation (born before 1946)2.7%91,883

Largest group: Millennials (born 1981–1996) at 33%

Base: 3,451,666 profiled consumers in 5 countries

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.

Region book · PDF

Get the South America consumer panel book

5 countries in one PDF: the combined profile with percentages and whole numbers, the market ranking, and a page for every country in its own flag colours. Fill in your details below and it opens in your browser. The form is asked for every download.

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