2020–21 MacroMonitor Sample Sizes
The sample size tables below represent the number of household responses from the 2020–21 MacroMonitor for various cohorts and subgroups.
Demographics
Sample Sizes for Generation Cohorts
Generations |
Sample Size |
Younger Millennials (1987 or later) |
402 |
Older Millennials (1977–1986) |
669 |
Gen Xers (1963–1976) |
1114 |
Younger Boomers (1954–1962) |
897 |
Older Boomers (1946–1953) |
611 |
Silent/Greatest (born before 1946) |
561 |
Sample Sizes for Financial Segments
Financial Segments |
Sample Size |
Net worth $1 million+ |
1240 |
Total assets $1 million+ |
1422 |
Financial assets $1 million+ |
785 |
Investable assets $1 million+ |
590 |
Middle market ($50k to <$125k HHI) |
1619 |
Sample Sizes for Ethnic Groups
Ethnicity (not including oversample) |
Sample Size |
Asian |
359 |
African American |
394 |
Caucasian |
3364 |
Hispanic |
445 |
Sample Sizes for Marital Status
Marital Status |
Sample Size |
Single (never married) |
649 |
Married |
2356 |
Divorced/widowed/separated |
816 |
Sample Sizes for Level of Education
Education |
Sample Size |
High school or less |
838 |
Four-year college degree |
1126 |
Master's degree |
728 |
PhD or doctorate |
334 |
Sample Sizes for Income Level
Household Income |
Sample Size |
$75,000+ |
2726 |
$100,000+ |
2239 |
$200,000+ |
578 |
Sample Sizes for Occupations
Occupation |
Sample Size |
Professional (primary head) |
1297 |
Business owner (either head) |
476 |
Retired (primary head) |
1149 |
Gig economy (primary head) |
243 |
Sample Sizes for Recent Online Behavior
Online Behavior, Past 2 Years |
Sample Size |
Social media for finances |
993 |
Smartphone for banking |
2980 |
Financial app download |
1175 |
Sample Sizes for Current Online Service Use
Now Use |
Sample Size |
Robo advisor |
195 |
P2P lending/investing |
120 |
P2P borrowing |
124 |
P2P payment |
2411 |
Product Incidences
Sample Sizes for Savings and Investment Products
Savings and Investment Products |
Sample Size |
CDs |
701 |
Retail stock or bond mutual funds |
896 |
Publicly traded stock |
1238 |
ETFs |
347 |
Crypto-currency |
80 |
Stock brokerage account |
1019 |
Personal-trust establishers |
425 |
Sample Sizes for Retirement Products
Retirement Products |
Sample Size |
IRAs and SEPs (net) |
2289 |
Traditional IRAs |
1663 |
Roth IRAs |
1215 |
Salary-reduction plans (net) |
2356 |
401(k)s |
1800 |
Roth 401(k)s |
378 |
403(b)s |
370 |
Individual annuities (net) |
691 |
Fixed |
268 |
Variable |
170 |
Sample Sizes for Credit and Charge Cards
Credit and Charge Cards |
Sample Size |
Visa |
2788 |
MasterCard |
1590 |
Discover |
1024 |
American Express Credit Card |
953 |
American Express Charge Card |
352 |
Travel and Entertainment Charge Cards |
510 |
Use Contactless Payment |
1270 |
Sample Sizes for Individual Life Insurance
Individual Life Insurance |
Sample Size |
Any individual life |
1538 |
Term life |
660 |
Whole life |
766 |
Universal life |
186 |
Sample Sizes for Property/Casualty Insurance
Property/Casualty Insurance |
Sample Size |
Homeowners or Renters |
3749 |
Vehicle |
3071 |
Sample Sizes for Health Insurance
Health Insurance |
Sample Size |
Individual |
1329 |
Supplemental |
897 |
Dental |
2441 |
Eye |
1947 |
Long-term care |
861 |
Disability |
804 |
Sample Sizes for Credit Products
Credit Products |
Sample Size |
First mortgages (any) |
1877 |
Second mortgages (any) |
108 |
HELOCs (any) |
419 |
Vehicle loans |
1355 |
Vehicle leases |
232 |
Installment loans |
976 |
Private education loan |
167 |
Government education loan |
373 |
Institutions Used
Sample Sizes for Depositories
Depositories |
Sample Size |
Ally |
271 |
American Express Bank |
245 |
Bank of America |
1120 |
Capital One |
979 |
Chase |
1562 |
Citibank |
842 |
Citizens Bank |
147 |
Navy Federal Credit Union |
158 |
Other Credit Unions |
858 |
PNC |
294 |
Synchrony |
571 |
TD Bank |
211 |
Truist (SunTrust/BB&T) |
180 |
U.S. Bank |
287 |
USAA |
371 |
Wells Fargo |
897 |
Sample Sizes for Insurance Companies
Insurance Companies |
Sample Size |
AFLAC |
127 |
Allstate |
401 |
Farmers |
183 |
GEICO |
526 |
Hartford |
141 |
Liberty Mutual |
204 |
MetLife |
364 |
Nationwide |
179 |
New York Life |
134 |
Northwestern Mutual |
129 |
Progressive |
407 |
Prudential Financial |
181 |
State Farm |
769 |
Travelers |
172 |
USAA |
352 |
Sample Sizes for Investment Companies
Investment Companies |
Sample Size |
American Funds |
171 |
Ameriprise Financial |
134 |
Charles Schwab |
311 |
E*Trade |
196 |
Edward Jones |
216 |
Fidelity |
791 |
JP Morgan |
123 |
Merrill Lynch/Bank of America |
189 |
Morgan Stanley |
114 |
TD Ameritrade |
299 |
TIAA |
139 |
T. Rowe Price |
169 |
USAA |
129 |
Vanguard |
467 |
Wells Fargo Advisors |
175 |
Sample Sizes for Credit-Card Providers
Credit-Card Providers |
Sample Size |
American Express |
953 |
Bank of America |
942 |
Capital One |
1163 |
Chase |
1639 |
Citibank |
1133 |
Discover |
1024 |
U.S. Bank |
189 |
USAA |
222 |
Wells Fargo |
366 |
Sample Sizes for Peer-to-Peer Payments Use
Peer-to-Peer Payments Use |
Sample Size |
Apple Pay |
630 |
Google Wallet |
420 |
PayPal |
1087 |
Venmo |
1124 |
Zelle |
844 |
Other Populations of Interest
Sample Sizes for Groups Open to Switching Their Primary Financial-Services Providers
Open to Switching Primary |
Sample Size |
Bank or credit union |
1092 |
Insurance company |
1496 |
Investment company |
582 |
Sample Sizes for Households with Veterans, Boomerang Kids, Dependent Adults, or Union Members
Households with |
Sample Size |
Veteran of US Military |
780 |
Boomerang kids |
500 |
Dependent adults |
481 |
Union member |
237 |
Sample Sizes for Recent Life Events
Recent Life Events |
Sample Size |
Changed residence |
315 |
Changed employer |
275 |
Lost job |
275 |
Death of spouse/close relative |
295 |
Income decrease of 25%+ |
215 |
Someone in household retired |
248 |
Major illness |
242 |
Home purchase |
317 |
Major home improvement |
282 |
Job promotion |
213 |