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Consumer panel · Asia-Pacific

Real consumers of Taiwan, profiled by Frequent Research.

Know them by age and gender.

  • CapitalTaipei
  • CurrencyNew Taiwan dollar (TWD)
  • LanguagesMandarin Chinese
Explore the panel Get the panel book 71,682profiled consumers33profile tablesNT$New Taiwan dollar
  • GenderFemales52.4% · 37,561
  • Age30-4940.5% · 29,031
  • Education (highest level completed)Bachelor's degree22.8% · 16,343
  • Occupation / Employment StatusFull-Time Employee41.9% · 30,035
  • Marital StatusMarried / Civil Partnership50.1% · 35,913
  • Life Stage / GenerationMillennials (born 1981–1996)32.4% · 23,225
  • Ethnicity / Population BackgroundHoklo (Min-nan)70% · 50,177
  • City / County DistributionNew Taipei City16.5% · 11,828
  • Annual Household Income (gross, TWD)Lower-Middle Household Income · NT$600,000 – NT$849,99923.7% · 16,989
  • Annual Personal Income (gross, TWD)Middle Income · NT$500,000 – NT$699,99922.9% · 16,415
  • Home Category (living arrangement)Own Primary Residence61.3% · 43,941
  • Dwelling TypeApartment / Flat – with balcony or garden26.8% · 19,211
  • Parents of Children (age of youngest child)18+ Years (adult children)32.7% · 23,440
  • AutomotiveMotorcycle / Scooter Owners28% · 20,071
At a glance

Taiwan in 6 numbers

  • 71,682profiled consumers in Taiwan
  • Gender52.4%Females
  • Age40.5%30-49
  • Occupation41.9%Full-Time Employee
  • Personal income22.9%Middle Income · NT$500,000 – NT$699,999
  • Technology17.8%iOS Smartphone Users

Who they are

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

Gender

2 groups
  • 47.6%34,121 Males
  • 52.4%37,561 Females

Largest group: Females at 52.4%

Age

5 groups
3.9%2,79613-17 20.4%14,62318-29 40.5%29,03130-49 22.9%16,41550-64 12.3%8,81765+

Largest group: 30-49 at 40.5%

Education (highest level completed)

9 groups
  • Less than secondary / high school11.3%8,100
  • Secondary / high school graduate19.9%14,265
  • Post-secondary vocational / technical training12.3%8,817
  • Some college / university – no degree8.9%6,380
  • Associate / short-cycle tertiary diploma8.3%5,950
  • Bachelor's degree22.8%16,343
  • Master's degree (MA, MSc, MBA, etc.)12.2%8,745
  • Professional degree (MD, DDS, LLB, JD, etc.)2.9%2,079
  • Doctorate (PhD, EdD)1.4%1,004

Largest group: Bachelor's degree at 22.8%

Marital Status

5 groups
  • Married / Civil Partnership50.1%35,913
  • Single / Never Married32.6%23,368
  • Divorced7.2%5,161
  • Widowed / Separated6.7%4,803
  • Living with Partner (Cohabiting)3.4%2,437

Largest group: Married / Civil Partnership at 50.1%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)32.4%23,225
  • Gen X (born 1965–1980)26%18,637
  • Gen Z (born 1997–2012)22.3%15,985
  • Baby Boomers (born 1946–1964)15.6%11,182
  • Silent Generation (born before 1946)3.7%2,652

Largest group: Millennials (born 1981–1996) at 32.4%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee41.9%30,035
  • Retired13.6%9,749
  • Student10.8%7,742
  • Self-Employed / Contract / Freelance9.6%6,881
  • Homemaker7.8%5,591
  • Disabled / Not Able to Work3.4%2,437
  • Part-Time Employee3.3%2,366
  • Occasional or Seasonal Work3.3%2,366
Show all 11

Largest group: Full-Time Employee at 41.9%

Annual Household Income (gross, TWD)

10 groups
3.5%2,509Very Low Household Income · Below NT$380,000 13.9%9,964Low Household Income · NT$380,000 – NT$599,999 23.7%16,989Lower-Middle Household Income · NT$600,000 – NT$849,999 19.6%14,050Middle Household Income · NT$850,000 – NT$1,099,999 19.4%13,906Upper-Middle Household Income · NT$1,100,000 – NT$1,499,999 11.3%8,100Comfortable Household Income · NT$1,500,000 – NT$1,999,999 4.9%3,512Affluent Household Income · NT$2,000,000 – NT$2,799,999 1.8%1,290High Household Income · NT$2,800,000 – NT$3,999,999 1.1%789Very High Household Income · NT$4,000,000 – NT$6,499,999 0.8%573Top Household Income Tier · NT$6,500,000 and above

Largest group: Lower-Middle Household Income · NT$600,000 – NT$849,999 at 23.7%

Annual Personal Income (gross, TWD)

10 groups
2.9%2,079Very Low Income · Below NT$210,000 14.9%10,681Low Income · NT$210,000 – NT$359,999 19.9%14,265Lower-Middle Income · NT$360,000 – NT$499,999 22.9%16,415Middle Income · NT$500,000 – NT$699,999 15.7%11,254Upper-Middle Income · NT$700,000 – NT$899,999 12.8%9,175Comfortable Income · NT$900,000 – NT$1,199,999 6.7%4,803Affluent Income · NT$1,200,000 – NT$1,699,999 2.3%1,649High Income · NT$1,700,000 – NT$2,399,999 1%717Very High Income · NT$2,400,000 – NT$3,899,999 0.9%645Top Income Tier · NT$3,900,000 and above

Largest group: Middle Income · NT$500,000 – NT$699,999 at 22.9%

Banking & Financial Services

12 groups
  • Debit Card Users16.6%11,899
  • Credit Card Holders16.1%11,541
  • Online / Mobile Banking Users14.9%10,681
  • Digital Wallet / Mobile Money Users10.1%7,240
  • Life Insurance Policy Holders8.5%6,093
  • Home Loan / Mortgage Holders7.9%5,663
  • Retirement / Pension Savers5.6%4,014
  • Personal Loan Holders5.2%3,727
Show all 12

Largest group: Debit Card Users at 16.6%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence61.3%43,941
  • Rent Primary Residence8.4%6,021
  • Live with Family Member(s) in Their Residence22.4%16,057
  • Live in Student / University Accommodation4%2,867
  • Other Living Arrangement3.9%2,796

Largest group: Own Primary Residence at 61.3%

Dwelling Type

11 groups
  • 26.8%19,211Apartment / Flat – with balcony or garden
  • 16.4%11,756Detached House
  • 16%11,469Apartment / Flat – no outside space
  • 9.7%6,953Condominium / Serviced Apartment
  • 8.6%6,165Semi-Detached House
  • 8.6%6,165Terraced / Row House / Townhouse
  • 5.2%3,727Bungalow / Single-Storey House
  • 3%2,150Cottage / Farmhouse
  • 2.4%1,720Dormitory / Hostel / Group Quarters
  • 2%1,434Other Dwelling Type
  • 1.3%932Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 26.8%

Parents of Children (age of youngest child)

5 groups
11.2%8,0280-2 Years 14.2%10,1793-6 Years 19.2%13,7637-12 Years 22.7%16,27213-17 Years 32.7%23,44018+ Years (adult children)

Largest group: 18+ Years (adult children) at 32.7%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers19.1%13,691
  • Household Head / Main Earner15.3%10,967
  • Dual-Income Households12.6%9,032
  • Household Budget Managers11.8%8,458
  • Multi-Generational Households8%5,735
  • Children's Education Decision Makers8%5,735
  • Grandparents Caring for Grandchildren6.1%4,373
  • Single Parents5.9%4,229
Show all 12

Largest group: Primary Grocery Shoppers at 19.1%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers14.6%10,466
  • Air-Conditioning / Cooling Service Customers13.1%9,390
  • Residential Cleaning / Domestic Help Users12.9%9,247
  • Home Maintenance & Handyman Service Users11.1%7,957
  • Electrical Repair Service Customers10.1%7,240
  • Pest-Control Service Customers9.9%7,097
  • Laundry / Dry-Cleaning Service Users9.7%6,953
  • Plumbing Service Customers9.5%6,810
Show all 9

Largest group: Household Service Decision Makers at 14.6%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Hoklo (Min-nan)70%50,177
  • Hakka14%10,035
  • Mainlander (Waishengren)12%8,602
  • Taiwanese Indigenous2%1,434
  • New immigrants / Other2%1,434

Largest group: Hoklo (Min-nan) at 70%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 28%20,071Motorcycle / Scooter Owners
  • 19.5%13,978Mass-Market Car Owners
  • 14.8%10,609Car Insurance Policy Holders
  • 7.2%5,161Vehicle Service & Repair Decision Makers
All 11 groups

Technology & Digital Usage

  • 17.8%12,759iOS Smartphone Users
  • 13.6%9,749Android Smartphone Users
  • 11.3%8,1005G Mobile Network Users
  • 10.9%7,813Generative AI & Chatbot Users
All 11 groups

Travel

  • 18.5%13,261Frequent Domestic Travellers (3+ trips a year)
  • 13.5%9,677International Travellers
  • 10.8%7,742Weekend / Short-Break Travellers
  • 10.2%7,312Business Travellers
All 12 groups

Lifestyle & Hobbies

  • 14.2%10,179DIY & Home Improvement Enthusiasts
  • 11.7%8,387Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 10.5%7,527Eco-Conscious / Sustainable Living Consumers
  • 10%7,168Gardeners & Home Growers
All 12 groups

Media & Entertainment

  • 18.4%13,189OTT / Subscription Video Streaming Subscribers
  • 13.2%9,462Music Streaming Users
  • 12%8,602Linear / Pay-TV Viewers
  • 11.4%8,172Free Ad-Supported Video Platform Viewers
All 10 groups

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

  • 43.1%30,895Non-Tobacco / Nicotine Users
  • 16.1%11,541Adult Tobacco Product Users
  • 13.3%9,534Former Tobacco / Nicotine Users
  • 7.3%5,233Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 19.4%13,906Laptop / Desktop Computer Owners
  • 14.3%10,251Consumer Electronics Purchase Decision Makers
  • 12.7%9,104Smart TV Owners
  • 10.8%7,742Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 20.3%14,551Casual Social Media Content Posters
  • 13.4%9,605Short-Form Video Creators
  • 12.3%8,817Long-Form Video Creators
  • 12.2%8,745Creators Using AI Content Tools
All 10 groups

Audience profiles

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

City / County 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

City / County Distribution

  1. Taichung City12%8,6022
  2. New Taipei City16.5%11,8281
  3. Taipei City12%8,6023
  • New Taipei City16.5%11,828
  • Taichung City12%8,602
  • Taipei City12%8,602
  • Kaohsiung City11.2%8,028
  • Taoyuan City9.8%7,025
  • Tainan City7.8%5,591
  • Changhua County5.2%3,727
  • Pingtung County3.4%2,437
  • Yunlin County2.9%2,079
  • Hsinchu County2.5%1,792
Show all 22

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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