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Consumer panel · Europe

Real consumers of United Kingdom, profiled by Frequent Research.

Know them by age and gender.

  • CapitalLondon
  • CurrencyPound sterling (GBP)
  • LanguagesEnglish
Explore the panel Get the panel book 1,350,260profiled consumers33profile tables£Pound sterling
  • GenderFemales50.7% · 684,582
  • Age30-4941.7% · 563,058
  • Education (highest level completed)Bachelor's degree27.2% · 367,271
  • Occupation / Employment StatusFull-Time Employee39.1% · 527,952
  • Marital StatusMarried / Civil Partnership42.7% · 576,561
  • Life Stage / GenerationMillennials (born 1981–1996)33.6% · 453,687
  • Ethnicity / Population BackgroundWhite British74% · 999,192
  • Nation / Region (ITL1) DistributionLondon14% · 189,036
  • Annual Household Income (gross, GBP)Middle Household Income · £41,000 – £54,99921.7% · 293,006
  • Annual Personal Income (gross, GBP)Lower-Middle Income · £18,000 – £25,99920.5% · 276,803
  • Home Category (living arrangement)Own Primary Residence50.5% · 681,881
  • Dwelling TypeSemi-Detached House35.5% · 479,342
  • Parents of Children (age of youngest child)18+ Years (adult children)28.9% · 390,225
  • AutomotiveMass-Market Car Owners34.2% · 461,789
At a glance

United Kingdom in 7 numbers

  • 1,350,260profiled consumers in United Kingdom
  • Gender50.7%Females
  • Age41.7%30-49
  • Where they live14%London
  • Occupation39.1%Full-Time Employee
  • Personal income20.5%Lower-Middle Income · £18,000 – £25,999
  • Technology18.7%iOS Smartphone Users

Who they are

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

Gender

2 groups
  • 49.3%665,678 Males
  • 50.7%684,582 Females

Largest group: Females at 50.7%

Age

5 groups
4.3%58,06113-17 22.1%298,40718-29 41.7%563,05830-49 21%283,55550-64 10.9%147,17865+

Largest group: 30-49 at 41.7%

Education (highest level completed)

9 groups
  • Less than secondary / high school14.1%190,387
  • Secondary / high school graduate17.1%230,894
  • Post-secondary vocational / technical training9.2%124,224
  • Some college / university – no degree8.4%113,422
  • Associate / short-cycle tertiary diploma4.6%62,112
  • Bachelor's degree27.2%367,271
  • Master's degree (MA, MSc, MBA, etc.)14.8%199,838
  • Professional degree (MD, DDS, LLB, JD, etc.)3.1%41,858
  • Doctorate (PhD, EdD)1.5%20,254

Largest group: Bachelor's degree at 27.2%

Marital Status

5 groups
  • Married / Civil Partnership42.7%576,561
  • Single / Never Married30.5%411,829
  • Divorced9.6%129,625
  • Widowed / Separated5.8%78,315
  • Living with Partner (Cohabiting)11.4%153,930

Largest group: Married / Civil Partnership at 42.7%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)33.6%453,687
  • Gen X (born 1965–1980)25%337,565
  • Gen Z (born 1997–2012)24.8%334,864
  • Baby Boomers (born 1946–1964)13.6%183,635
  • Silent Generation (born before 1946)3%40,508

Largest group: Millennials (born 1981–1996) at 33.6%

Work & money

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

Occupation / Employment Status

11 groups
  • Full-Time Employee39.1%527,952
  • Retired13.2%178,234
  • Student11.4%153,930
  • Self-Employed / Contract / Freelance8%108,021
  • Part-Time Employee7.9%106,671
  • Homemaker6%81,016
  • Unemployed4.8%64,812
  • Disabled / Not Able to Work3.1%41,858
Show all 11

Largest group: Full-Time Employee at 39.1%

Annual Household Income (gross, GBP)

10 groups
4.2%56,711Very Low Household Income · Below £18,000 17.3%233,595Low Household Income · £18,000 – £29,999 20.3%274,103Lower-Middle Household Income · £30,000 – £40,999 21.7%293,006Middle Household Income · £41,000 – £54,999 17.7%238,996Upper-Middle Household Income · £55,000 – £74,999 9%121,523Comfortable Household Income · £75,000 – £94,999 5.7%76,965Affluent Household Income · £95,000 – £129,999 2.1%28,355High Household Income · £130,000 – £189,999 1.2%16,203Very High Household Income · £190,000 – £309,999 0.8%10,802Top Household Income Tier · £310,000 and above

Largest group: Middle Household Income · £41,000 – £54,999 at 21.7%

Annual Personal Income (gross, GBP)

10 groups
2.7%36,457Very Low Income · Below £10,000 16.9%228,194Low Income · £10,000 – £17,999 20.5%276,803Lower-Middle Income · £18,000 – £25,999 16.7%225,493Middle Income · £26,000 – £33,999 18%243,047Upper-Middle Income · £34,000 – £44,999 12.6%170,133Comfortable Income · £45,000 – £59,999 7.5%101,270Affluent Income · £60,000 – £84,999 3%40,508High Income · £85,000 – £119,999 1.2%16,203Very High Income · £120,000 – £199,999 0.9%12,152Top Income Tier · £200,000 and above

Largest group: Lower-Middle Income · £18,000 – £25,999 at 20.5%

Banking & Financial Services

12 groups
  • Credit Card Holders22.1%298,407
  • Debit Card Users13.9%187,686
  • Digital Wallet / Mobile Money Users12.2%164,732
  • Online / Mobile Banking Users11.4%153,930
  • Home Loan / Mortgage Holders7.2%97,219
  • Life Insurance Policy Holders6.9%93,168
  • Personal Loan Holders6.3%85,066
  • Retirement / Pension Savers5%67,513
Show all 12

Largest group: Credit Card Holders at 22.1%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence50.5%681,881
  • Rent Primary Residence23.4%315,961
  • Live with Family Member(s) in Their Residence15.8%213,341
  • Live in Student / University Accommodation5.4%72,914
  • Other Living Arrangement4.9%66,163

Largest group: Own Primary Residence at 50.5%

Dwelling Type

11 groups
  • 35.5%479,342Semi-Detached House
  • 23.1%311,910Terraced / Row House / Townhouse
  • 19.8%267,351Detached House
  • 5.5%74,264Apartment / Flat – with balcony or garden
  • 4.2%56,711Bungalow / Single-Storey House
  • 3.7%49,960Apartment / Flat – no outside space
  • 2.5%33,757Cottage / Farmhouse
  • 2%27,005Condominium / Serviced Apartment
  • 1.4%18,904Dormitory / Hostel / Group Quarters
  • 1.2%16,203Other Dwelling Type
  • 1.1%14,853Mobile Home / Caravan

Largest group: Semi-Detached House at 35.5%

Parents of Children (age of youngest child)

5 groups
13.6%183,6350-2 Years 15.5%209,2903-6 Years 21.3%287,6057-12 Years 20.7%279,50413-17 Years 28.9%390,22518+ Years (adult children)

Largest group: 18+ Years (adult children) at 28.9%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers16.8%226,844
  • Household Head / Main Earner14.8%199,838
  • Dual-Income Households13.8%186,336
  • Household Budget Managers11.6%156,630
  • Single Parents9.6%129,625
  • Children's Education Decision Makers8.2%110,721
  • New Parents (child under 1 year)4.8%64,812
  • Grandparents Caring for Grandchildren4.8%64,812
Show all 12

Largest group: Primary Grocery Shoppers at 16.8%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users17.3%233,595
  • Household Service Decision Makers16.1%217,392
  • Home Maintenance & Handyman Service Users14.4%194,437
  • Plumbing Service Customers13.2%178,234
  • Electrical Repair Service Customers10.6%143,128
  • Landlords & Property Managers9.6%129,625
  • Laundry / Dry-Cleaning Service Users8.9%120,173
  • Pest-Control Service Customers5.8%78,315
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 17.3%

Where they live

Regions and background across the country.

Ethnicity / Population Background

6 groups
  • White British74%999,192
  • Asian / Asian British (Indian, Pakistani, Bangladeshi, other)9%121,523
  • Other White (Irish, European)7%94,518
  • Black / African / Caribbean / Black British4%54,010
  • Mixed / Multiple ethnic groups3%40,508
  • Other ethnic groups (Arab, Chinese, other)3%40,508

Largest group: White British at 74%

Nation / Region (ITL1) Distribution

12 groups
  • London14%189,036
  • South East (England)13.1%176,884
  • North West (England)11.3%152,579
  • West Midlands (England)9%121,523
  • East of England8.8%118,823
  • Scotland8.5%114,772
  • South West (England)8.4%113,422
  • Yorkshire and the Humber8.3%112,072
  • East Midlands (England)6.8%91,818
  • Wales4.7%63,462
Show all 12

Largest group: London at 14%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 34.2%461,789Mass-Market Car Owners
  • 22%297,057Car Insurance Policy Holders
  • 9.5%128,275Electric Vehicle (EV) Owners
  • 8.9%120,173Vehicle Service & Repair Decision Makers
All 11 groups

Technology & Digital Usage

  • 18.7%252,499iOS Smartphone Users
  • 13.6%183,635Android Smartphone Users
  • 11.2%151,229Generative AI & Chatbot Users
  • 9.2%124,224Online Learning / E-Learning Users
All 11 groups

Travel

  • 17.6%237,646Frequent Domestic Travellers (3+ trips a year)
  • 13.7%184,986Family Vacationers
  • 13.1%176,884International Travellers
  • 9.3%125,574Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 11.6%156,630Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 10.9%147,178Gardeners & Home Growers
  • 10.5%141,777Nature & Outdoor Leisure (camping, picnics)
  • 10%135,026DIY & Home Improvement Enthusiasts
All 12 groups

Media & Entertainment

  • 16.9%228,194OTT / Subscription Video Streaming Subscribers
  • 13.6%183,635Linear / Pay-TV Viewers
  • 13.1%176,884Music Streaming Users
  • 10.1%136,376Free Ad-Supported Video Platform Viewers
All 10 groups

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

  • 28.9%390,225Non-Tobacco / Nicotine Users
  • 19.5%263,301Beer Consumers
  • 13.8%186,336Wine & Spirits Consumers
  • 10.4%140,427Adult Tobacco Product Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 20.5%276,803Laptop / Desktop Computer Owners
  • 13.2%178,234Consumer Electronics Purchase Decision Makers
  • 11.2%151,229Smart TV Owners
  • 10.2%137,727Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 24.4%329,463Casual Social Media Content Posters
  • 13.4%180,935Short-Form Video Creators
  • 11.1%149,879Long-Form Video Creators
  • 11%148,529Photo & 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%175,5342
  2. Online Shoppers17.2%232,2451
  3. Omnichannel Shoppers10.5%141,7773
  • Online Shoppers17.2%232,245
  • Value & Discount Seekers13%175,534
  • Omnichannel Shoppers10.5%141,777
  • In-Store Shoppers9.7%130,975
  • Home & Furnishing Shoppers7.6%102,620
  • Fashion & Apparel Shoppers7.1%95,868
  • Brand-Loyal Shoppers7.1%95,868
  • Impulse Buyers6.3%85,066
  • Social Commerce / Live-Shopping Buyers6%81,016
  • Cross-Border Online Shoppers5.4%72,914
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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