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Consumer panel · Asia-Pacific

Real consumers of South Korea, profiled by Frequent Research.

Know them by age and gender.

  • CapitalSeoul
  • CurrencySouth Korean won (KRW)
  • LanguagesKorean
Explore the panel Get the panel book 155,446profiled consumers33profile tables₩South Korean won
  • GenderMales50% · 77,723
  • Age30-4941.2% · 64,044
  • Education (highest level completed)Bachelor's degree23.2% · 36,063
  • Occupation / Employment StatusFull-Time Employee39.4% · 61,246
  • Marital StatusMarried / Civil Partnership55.7% · 86,583
  • Life Stage / GenerationMillennials (born 1981–1996)34.2% · 53,163
  • Ethnicity / Population BackgroundKorean97% · 150,783
  • Province / Metropolitan City DistributionGyeonggi-do25.5% · 39,639
  • Annual Household Income (gross, KRW)Lower-Middle Household Income · ₩33,000,000 – ₩45,999,99920.6% · 32,022
  • Annual Personal Income (gross, KRW)Middle Income · ₩28,000,000 – ₩37,999,99919.3% · 30,001
  • Home Category (living arrangement)Own Primary Residence44.6% · 69,329
  • Dwelling TypeApartment / Flat – with balcony or garden28.5% · 44,302
  • Parents of Children (age of youngest child)18+ Years (adult children)36.9% · 57,360
  • AutomotiveMass-Market Car Owners37.3% · 57,981
At a glance

South Korea in 7 numbers

  • 155,446profiled consumers in South Korea
  • Gender50%Males
  • Age41.2%30-49
  • Where they live25.5%Gyeonggi-do
  • Occupation39.4%Full-Time Employee
  • Personal income19.3%Middle Income · ₩28,000,000 – ₩37,999,999
  • Technology19.8%Android Smartphone Users

Who they are

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

Gender

2 groups
  • 50%77,723 Males
  • 50%77,723 Females

Largest group: Males at 50%

Age

5 groups
3.5%5,44113-17 17.9%27,82518-29 41.2%64,04430-49 25%38,86250-64 12.4%19,27565+

Largest group: 30-49 at 41.2%

Education (highest level completed)

9 groups
  • Less than secondary / high school7.7%11,969
  • Secondary / high school graduate21.7%33,732
  • Post-secondary vocational / technical training11%17,099
  • Some college / university – no degree9.2%14,301
  • Associate / short-cycle tertiary diploma8.9%13,835
  • Bachelor's degree23.2%36,063
  • Master's degree (MA, MSc, MBA, etc.)13.7%21,296
  • Professional degree (MD, DDS, LLB, JD, etc.)3.1%4,819
  • Doctorate (PhD, EdD)1.5%2,332

Largest group: Bachelor's degree at 23.2%

Marital Status

5 groups
  • Married / Civil Partnership55.7%86,583
  • Single / Never Married29.8%46,323
  • Divorced5.4%8,394
  • Widowed / Separated7%10,881
  • Living with Partner (Cohabiting)2.1%3,264

Largest group: Married / Civil Partnership at 55.7%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)34.2%53,163
  • Gen X (born 1965–1980)25.3%39,328
  • Gen Z (born 1997–2012)21.4%33,265
  • Baby Boomers (born 1946–1964)15.8%24,560
  • Silent Generation (born before 1946)3.3%5,130

Largest group: Millennials (born 1981–1996) at 34.2%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee39.4%61,246
  • Retired14.8%23,006
  • Self-Employed / Contract / Freelance11.6%18,032
  • Student8.7%13,524
  • Homemaker6.3%9,793
  • Part-Time Employee6.2%9,638
  • Occasional or Seasonal Work3.7%5,752
  • Disabled / Not Able to Work3.2%4,974
Show all 11

Largest group: Full-Time Employee at 39.4%

Annual Household Income (gross, KRW)

10 groups
3.9%6,062Very Low Household Income · Below ₩20,000,000 16.8%26,115Low Household Income · ₩20,000,000 – ₩32,999,999 20.6%32,022Lower-Middle Household Income · ₩33,000,000 – ₩45,999,999 19.4%30,157Middle Household Income · ₩46,000,000 – ₩59,999,999 18%27,980Upper-Middle Household Income · ₩60,000,000 – ₩79,999,999 12.4%19,275Comfortable Household Income · ₩80,000,000 – ₩109,999,999 5%7,772Affluent Household Income · ₩110,000,000 – ₩149,999,999 2%3,109High Household Income · ₩150,000,000 – ₩209,999,999 1.2%1,865Very High Household Income · ₩210,000,000 – ₩349,999,999 0.7%1,088Top Household Income Tier · ₩350,000,000 and above

Largest group: Lower-Middle Household Income · ₩33,000,000 – ₩45,999,999 at 20.6%

Annual Personal Income (gross, KRW)

10 groups
4.4%6,840Very Low Income · Below ₩12,000,000 17.1%26,581Low Income · ₩12,000,000 – ₩19,999,999 18.3%28,447Lower-Middle Income · ₩20,000,000 – ₩27,999,999 19.3%30,001Middle Income · ₩28,000,000 – ₩37,999,999 15.4%23,939Upper-Middle Income · ₩38,000,000 – ₩49,999,999 11.6%18,032Comfortable Income · ₩50,000,000 – ₩64,999,999 8.1%12,591Affluent Income · ₩65,000,000 – ₩89,999,999 3.6%5,596High Income · ₩90,000,000 – ₩129,999,999 1.3%2,021Very High Income · ₩130,000,000 – ₩209,999,999 0.9%1,399Top Income Tier · ₩210,000,000 and above

Largest group: Middle Income · ₩28,000,000 – ₩37,999,999 at 19.3%

Banking & Financial Services

12 groups
  • Credit Card Holders22.8%35,442
  • Digital Wallet / Mobile Money Users15%23,317
  • Debit Card Users13.2%20,519
  • Online / Mobile Banking Users11.5%17,876
  • Home Loan / Mortgage Holders6.2%9,638
  • Life Insurance Policy Holders5.8%9,016
  • Personal Loan Holders5.3%8,239
  • Stock / Equity Traders4.5%6,995
Show all 12

Largest group: Credit Card Holders at 22.8%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence44.6%69,329
  • Rent Primary Residence26.9%41,815
  • Live with Family Member(s) in Their Residence19.7%30,623
  • Live in Student / University Accommodation4.4%6,840
  • Other Living Arrangement4.4%6,840

Largest group: Own Primary Residence at 44.6%

Dwelling Type

11 groups
  • 28.5%44,302Apartment / Flat – with balcony or garden
  • 20.6%32,022Apartment / Flat – no outside space
  • 11.4%17,721Detached House
  • 8.8%13,679Condominium / Serviced Apartment
  • 8.6%13,368Terraced / Row House / Townhouse
  • 8.2%12,747Semi-Detached House
  • 5.2%8,083Bungalow / Single-Storey House
  • 2.6%4,042Cottage / Farmhouse
  • 2.6%4,042Dormitory / Hostel / Group Quarters
  • 2.3%3,575Other Dwelling Type
  • 1.2%1,865Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 28.5%

Parents of Children (age of youngest child)

5 groups
10.3%16,0110-2 Years 11.6%18,0323-6 Years 19%29,5357-12 Years 22.2%34,50913-17 Years 36.9%57,36018+ Years (adult children)

Largest group: 18+ Years (adult children) at 36.9%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers17.2%26,737
  • Household Head / Main Earner15.6%24,250
  • Household Budget Managers13.1%20,363
  • Dual-Income Households12.3%19,120
  • Children's Education Decision Makers8.5%13,213
  • Single Parents7.6%11,814
  • Grandparents Caring for Grandchildren7%10,881
  • Multi-Generational Households5.4%8,394
Show all 12

Largest group: Primary Grocery Shoppers at 17.2%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers18.1%28,136
  • Residential Cleaning / Domestic Help Users14%21,762
  • Plumbing Service Customers11.6%18,032
  • Laundry / Dry-Cleaning Service Users11.2%17,410
  • Home Maintenance & Handyman Service Users10.7%16,633
  • Electrical Repair Service Customers9.9%15,389
  • Pest-Control Service Customers9%13,990
  • Air-Conditioning / Cooling Service Customers8.3%12,902
Show all 9

Largest group: Household Service Decision Makers at 18.1%

Where they live

Regions and background across the country.

Ethnicity / Population Background

4 groups
  • Korean97%150,783
  • Chinese (incl. Korean-Chinese)1.5%2,332
  • Other nationalities / backgrounds1.1%1,710
  • Vietnamese0.4%622

Largest group: Korean at 97%

Province / Metropolitan City Distribution

17 groups
  • Gyeonggi-do25.5%39,639
  • Seoul20.6%32,022
  • Busan6.6%10,259
  • Gyeongsangnam-do6%9,327
  • Incheon5.6%8,705
  • Daegu4.5%6,995
  • Gyeongsangbuk-do4.4%6,840
  • Chungcheongnam-do4.1%6,373
  • Jeonbuk State3.4%5,285
  • Jeollanam-do3.2%4,974
Show all 17

Largest group: Gyeonggi-do at 25.5%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 37.3%57,981Mass-Market Car Owners
  • 18.8%29,224Car Insurance Policy Holders
  • 9.1%14,146Vehicle Service & Repair Decision Makers
  • 6.1%9,482Electric Vehicle (EV) Owners
All 11 groups

Technology & Digital Usage

  • 19.8%30,778Android Smartphone Users
  • 12.2%18,964Generative AI & Chatbot Users
  • 11.7%18,187iOS Smartphone Users
  • 9.9%15,389Cloud Storage & Productivity App Users
All 11 groups

Travel

  • 14.9%23,161Frequent Domestic Travellers (3+ trips a year)
  • 11.6%18,032International Travellers
  • 10.7%16,633Business Travellers
  • 10%15,545Family Vacationers
All 12 groups

Lifestyle & Hobbies

  • 12.6%19,586Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 12.1%18,809Eco-Conscious / Sustainable Living Consumers
  • 10.7%16,633DIY & Home Improvement Enthusiasts
  • 9.7%15,078Nature & Outdoor Leisure (camping, picnics)
All 12 groups

Media & Entertainment

  • 15.1%23,472OTT / Subscription Video Streaming Subscribers
  • 13.4%20,830Free Ad-Supported Video Platform Viewers
  • 13.3%20,674Music Streaming Users
  • 10.9%16,944Linear / Pay-TV Viewers
All 10 groups

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

  • 29.3%45,546Non-Tobacco / Nicotine Users
  • 18%27,980Wine & Spirits Consumers
  • 16.7%25,959Adult Tobacco Product Users
  • 12.9%20,053Beer Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17.3%26,892Laptop / Desktop Computer Owners
  • 15.7%24,405Consumer Electronics Purchase Decision Makers
  • 12.3%19,120Smart TV Owners
  • 10.9%16,944Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 22.1%34,354Casual Social Media Content Posters
  • 12.9%20,053Long-Form Video Creators
  • 12.3%19,120Short-Form Video Creators
  • 10.9%16,944Photo & 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. Value & Discount Seekers13.4%20,8302
  2. Online Shoppers15.7%24,4051
  3. In-Store Shoppers12.3%19,1203
  • Online Shoppers15.7%24,405
  • Value & Discount Seekers13.4%20,830
  • In-Store Shoppers12.3%19,120
  • Omnichannel Shoppers10.8%16,788
  • Fashion & Apparel Shoppers9%13,990
  • Brand-Loyal Shoppers6.8%10,570
  • Impulse Buyers6.7%10,415
  • Second-Hand & Re-Commerce Shoppers6%9,327
  • Home & Furnishing Shoppers5.2%8,083
  • Social Commerce / Live-Shopping Buyers5.1%7,928
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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