• 46.1%364,864 Males
• 53.9%426,597 Females

Largest group: Females at 53.9%

Largest group: 30-49 at 39.6%

• Less than secondary / high school5.3%41,947
• Secondary / high school graduate25.9%204,988
• Post-secondary vocational / technical training14.9%117,928
• Some college / university – no degree10%79,146
• Associate / short-cycle tertiary diploma4.1%32,450
• Bachelor's degree23.7%187,576
• Master's degree (MA, MSc, MBA, etc.)12%94,975
• Professional degree (MD, DDS, LLB, JD, etc.)2.8%22,161
• Doctorate (PhD, EdD)1.3%10,289

Largest group: Secondary / high school graduate at 25.9%

• Married / Civil Partnership41%324,499
• Single / Never Married33.5%265,139
• Divorced10.2%80,729
• Widowed / Separated6.5%51,445
• Living with Partner (Cohabiting)8.8%69,649

Largest group: Married / Civil Partnership at 41%

• Millennials (born 1981–1996)32.1%254,059
• Gen X (born 1965–1980)26.5%209,737
• Gen Z (born 1997–2012)24.1%190,742
• Baby Boomers (born 1946–1964)14.1%111,596
• Silent Generation (born before 1946)3.2%25,327

Largest group: Millennials (born 1981–1996) at 32.1%

• Full-Time Employee35.2%278,594
• Retired13.4%106,056
• Unemployed12%94,975
• Student10.8%85,478
• Self-Employed / Contract / Freelance7.8%61,734
• Homemaker7.6%60,151
• Disabled / Not Able to Work3.3%26,118
• Occasional or Seasonal Work2.7%21,369

Largest group: Full-Time Employee at 35.2%

Largest group: Low Household Income · UAH 80,000 – UAH 129,999 at 16.7%

Largest group: Low Income · UAH 46,000 – UAH 79,999 at 17.5%

• Debit Card Users17.2%136,131
• Credit Card Holders16.2%128,217
• Digital Wallet / Mobile Money Users14.4%113,970
• Online / Mobile Banking Users12.4%98,141
• Personal Loan Holders7.9%62,525
• Life Insurance Policy Holders7.7%60,942
• Home Loan / Mortgage Holders5.9%46,696
• Stock / Equity Traders3.9%30,867

Largest group: Debit Card Users at 17.2%

• Own Primary Residence67%530,279
• Rent Primary Residence3.3%26,118
• Live with Family Member(s) in Their Residence21.8%172,538
• Live in Student / University Accommodation4.3%34,033
• Other Living Arrangement3.6%28,493

Largest group: Own Primary Residence at 67%

• 21.7%171,747Apartment / Flat – with balcony or garden
• 20.1%159,084Apartment / Flat – no outside space
• 19.1%151,169Detached House
• 9.7%76,772Semi-Detached House
• 9%71,231Terraced / Row House / Townhouse
• 6.7%53,028Bungalow / Single-Storey House
• 4.3%34,033Condominium / Serviced Apartment
• 3.3%26,118Cottage / Farmhouse
• 2.6%20,578Dormitory / Hostel / Group Quarters
• 1.9%15,038Other Dwelling Type
• 1.6%12,663Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 21.7%

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

• Household Head / Main Earner18.3%144,837
• Dual-Income Households13.7%108,430
• Primary Grocery Shoppers13.5%106,847
• Household Budget Managers11.2%88,644
• Single Parents9.5%75,189
• Multi-Generational Households7.3%57,777
• Children's Education Decision Makers7.1%56,194
• Grandparents Caring for Grandchildren5.4%42,739

Largest group: Household Head / Main Earner at 18.3%

• Plumbing Service Customers19.8%156,709
• Household Service Decision Makers19.2%151,961
• Electrical Repair Service Customers13.4%106,056
• Residential Cleaning / Domestic Help Users11.6%91,809
• Home Maintenance & Handyman Service Users11.5%91,018
• Laundry / Dry-Cleaning Service Users8.4%66,483
• Pest-Control Service Customers5.8%45,905
• Landlords & Property Managers5.4%42,739

Largest group: Plumbing Service Customers at 19.8%

• Ukrainian84%664,827
• Russian12%94,975
• Belarusian / Moldovan / Crimean Tatar2.5%19,787
• Hungarian / Romanian / Bulgarian1%7,915
• Other ethnic groups / minorities0.5%3,957

Largest group: Ukrainian at 84%

Automotive

• 35%277,011Mass-Market Car Owners
• 14.2%112,387Car Insurance Policy Holders
• 12.1%95,767Vehicle Service & Repair Decision Makers
• 9.9%78,355Vehicle Purchase Intenders (next 12 months)

Technology & Digital Usage

• 26.6%210,529Android Smartphone Users
• 11%87,061Generative AI & Chatbot Users
• 10.1%79,938iOS Smartphone Users
• 8.6%68,066Basic / Feature-Phone Users

Travel

• 22.3%176,496Frequent Domestic Travellers (3+ trips a year)
• 17.4%137,714Family Vacationers
• 9.8%77,563Budget / Backpacker Travellers
• 8.4%66,483Solo Travellers

Lifestyle & Hobbies

• 12.6%99,724Gardeners & Home Growers
• 11.3%89,435DIY & Home Improvement Enthusiasts
• 10.9%86,269Nature & Outdoor Leisure (camping, picnics)
• 10.1%79,938Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)

Media & Entertainment

• 16.4%129,800Free Ad-Supported Video Platform Viewers
• 12.9%102,098Radio Listeners (FM / Digital)
• 11.8%93,392Linear / Pay-TV Viewers
• 11.5%91,018OTT / Subscription Video Streaming Subscribers

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

• 27.4%216,860Non-Tobacco / Nicotine Users
• 20.7%163,832Adult Tobacco Product Users
• 18.9%149,586Wine & Spirits Consumers
• 14.4%113,970Beer Consumers

Consumer Electronics Ownership & Purchase

• 18.2%144,046Consumer Electronics Purchase Decision Makers
• 16.4%129,800Major Home Appliance Buyers
• 14.7%116,345Audio / Headphone Device Owners
• 13.2%104,473Laptop / Desktop Computer Owners

Content Creators & Social Media Influence

• 24%189,951Casual Social Media Content Posters
• 14%110,805Photo & Visual Content Creators
• 13.7%108,430Short-Form Video Creators
• 12.1%95,767Long-Form Video Creators