Consumer Profiles
for Uruguay

Consumer Profiles
for Uruguay

Consumer Profiles for Uruguay uses an innovative, comprehensive ten-segment model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.

Consumer Profiles

Consumer Profiles for Uruguay

This Consumer Profiles product presents the population of Uruguay, divided into ten easy-to-understand consumer classifications.

The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in Uruguay. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.

Consumer Profiles for Uruguay can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.

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Flag of UruguayUruguay – Departamentos

Number of Regions
Avg Population / Region
The Oriental Republic of the Uruguay lies on the eastern side of South America. It shares borders with Argentina and Brazil, and has an Atlantic coastline. The capital is Montevideo.
Inhabited first by indigenous tribes, including the Charrua, Uruguay was colonised much later than its neighbours. The Portuguese arrived in 1680 and established colonial territory and soon after, the Spanish founded Montevideo as a military stronghold. Uruguay gained independence in 1828 after a four-way struggle between Portugal and Spain, and then Argentina and Brazil. Throughout the nineteenth century it was subjected to foreign influence, with the military intervening in domestic politics. The 1960s and ‘70s saw a period of guerrilla activity which led to economic crises and military dictatorship. This continued until 1985, when democracy was restored. Uruguay is run as a democratic constitutional republic, divided into nineteen departments.
Uruguay has a had a more stable economy than many of its neighbours. With an export-oriented agricultural sector, over half of the land is used for sheep and cattle farming and Uruguay’s strongest exports have been beef, leather and wool. Fruit and maize are produced and manufacturing includes textiles and plastics. It has a well-educated workforce and the service sector, especially banking and tourism is prosperous.
With a heavily urbanised population - over 90% live in cities and half of the population is in and around Montevideo, Uruguay has a socially progressive reputation. Dubbed “the Switzerland of South America”, Uruguay was the first country in the continent with a welfare state, the first in the world to legalise cannabis and ranks high in terms of tolerance and inclusion issues. It has an advanced education system. The official language is Spanish, but Portunol, a hybrid of Spanish and Portuguese is also commonly spoken, especially along the Brazilian border.
The culture of Uruguay is heavily influenced by Europeans in music, art and literature. Soccer and basketball are the most followed sports.
On the world stage, Uruguay is a member of the United Nations and the Organisation of American States.

Product details

Consumer Profiles for Uruguay
Administrative Postcode Small Area
Region Type Departamentos
Number of Regions 19
Average Population/Region 190,000

Consumer classifications

For each region type available, Consumer Profiles for Uruguay data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.

Consumer Profiles - Type A

These consumers have the highest per-capita income of all segments. They tend to be young and successful, with a significantly higher level of education than most other groups and are self-employed or in managerial positions. They don’t have children yet and tend to live in metropolitan areas either alone or with partner/friends. As a high disposable income group, these people typically spend the most money on clothes. In terms of choice of smartphone, Apple is preferred to Samsung.

Consumer Profiles - Type B

This group is older, with grown-up children who have left home. They have a high per-capita income but would rather ‘go shopping’ than buy online. As consumers, they are brand-loyal and will search for quality products from favoured retailers.

Consumer Profiles - Type C

Older, and generally living alone or as part of a couple, these people have an above average per-capita income, but an average household income. As consumers, value for money is extremely important and purchases are carefully researched and planned. They tend to be environmentally very aware and will embrace innovation.

Consumer Profiles - Type D

Generally successful office workers, and keen on-line shoppers, the consumers in this group have an above average per-capita income. As a rule, they tend to be conspicuous consumers with high expenditure on watches, jewellery and sporting goods. They are environmentally aware and look for quality and innovation in a product.

Consumer Profiles - Type E

This segment represents consumers with the highest household income and the highest expenditure across most product groups. As the group consists of families with children, the per-capita income is lower than you would expect. With high levels of education, most work in management roles and live in metropolitan areas or large cities. Overall, they are keen shoppers and the most frequent users of online shopping sites. They can be characterised as ‘early adopters’, with a very high usage of smartphone technology and social media. In terms of choice of smartphone, Apple is preferred to Samsung.

Consumer Profiles - Type F

With an average per-capita income, this segment consists mainly of retired couples without children at home. As consumers they are brand and product loyal and place a high importance on value for money. As a group, security is important and a strong emphasis is placed on relationships and being part of a community.

Consumer Profiles - Type G

These consumers have a below average per-capita income. They are socialisers who place a high value on a sense of belonging as well as a sense of excitement and spontaneity. They are interested in new products, but as a rule don’t undertake any pre-purchase research.

Consumer Profiles - Type H

Often younger and with children this group has a below-average per-capita income. As consumers, value for money is important as are favourite brands. Education, security and tradition are high on the list of personal values.

Consumer Profiles - Type I

This group has an above average household income, but as it is primarily made up of households with young children, the per-capita income is lower. Adults are either self-employed or in managerial positions. As consumers they are brand loyal but will embrace new products. The group ranks high on spend in the sports product and education categories. Excitement is an important driver too.

Consumer Profiles - Type J

This is a young group with the lowest per-capita income and comprises mainly students, unemployed and stay-at-home parents. They generally live in towns or more rural areas.

Looking beyond Uruguay? Consumer Profiles is available in a wide range of countries…

Data formats & delivery

Consumer Profiles for Uruguay data is available in many popular GIS formats, including:

  • Esri Shapefile
  • Esri File GeoDatabase
  • MapInfo TAB (Extended)

All data products are delivered using our secure data delivery platform, Europa Data Vault.

Orders, Formats & Delivery

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