Overseas Military Personnel

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Overseas Military Personnel

This research provides insights into the demographics, psychographics, lifestyle, and purchasing habits of enlisted military personnel. The demographics outline the gender, race, marital status, age, and education. The psychographics outline the religious beliefs, hobbies, and any highlights of sports and entertainment. These insights and more and presented below.


  • 83.5% are men, and 16.5% are women.
  • 16.1% are Hispanic or Latino while 31% of active duty members are from a racial minority, which includes African Americans, Asian, among others. The rest are white.
  • 51.5% of enlisted military are married.
  • 45.6% are 25 years and younger, while 21.1% are between 26 and 30 years old. 31 to 35-year-olds, 36 to 40-year-olds, and 41 and above make up 14.9%, 10.5%, and 8.0%, respectively.
  • 80.5% of those who are enlisted have had a high school education, while their officers have a bachelor’s degree or an advanced degree.
  • According to 2016 estimates, enlisted recruits have the following income levels:
    • 19% have an annual income of only $38,344.
    • 21% earnings lie between $38,346 to $49,530.
    • 21.5% earnings lie between $49,531-61,403.
    • 21.5% earnings lie between 61,404 to 80,912.
    • 17% earnings $80,913 and over.
  • 34.3% of active duty military are married and have children, while 4.0% are single parents.
  • 42.2% of the children are between zero and five years old, 32.1% are between six and 11 years old, 21.5% are between 12 and 18 years old, and 4.2% are between 19 and 21 years old.


  • 55% travel to visit family to make up for the time spent in the field. Nearly 60% take at least two leisure vacations every year.
  • They spend three times the national average on vacations and related expenses. These plans maximize on offers and discounts for military families.
  • They move homes more often than the average American; twice as often.
  • 94% notice companies that are military-friendly. 84% stated that they would shop all year round in places that give discounts on days that are significant to the military, such as Veterans Day.
  • According to a 2014 Pew Research survey, 70.6% of Americans identify as Christians while 22.8% categorize themselves as either atheist, agnostic, or as having no particular religious stand.
  • Jews make up 1.9%, Muslims make up 0.9%, Buddhist and Hindus both make up 0.7% each, and other nonChristian faiths make up 1.8%.


  • The factors around lifestyle vary based on the service branch, the location, and one’s career choice.
  • While on base, one takes part in recreational activities, special entertainment, and sports.
  • Armed Forces Entertainment organizes over 600 shows every year and around the world.
  • Armed Forces Sports organizes 25 different sporting categories and 16 international tournaments.
  • Each branch has the Morale, Welfare and Recreation (MWR) department which facilitates travel plans, social activities, and also recreation.
  • The military has put several support networks in place to ensure that they get help when moving, parenting, or any other concern that may arise.

Purchasing Behaviors

  • Military personnel are usually targets of scammers and deceptive car sellers. Since they draw them in by offering discounts and deals, they have become a target.
  • Further analysis shows that scammers are charging them large percentages of interest. Sometimes, these scammers sell used cars that do not even exist.
  • Military personnel spend more money and make more trips to the shop in a day. This presents an opportunity that advertisers can take on.

Research Strategy

Our research could not provide specific demographic information for military personnel that are overseas. Our thorough research of publications could identify demographics of enlisted military (SOURCE 4). Our research showed that the percentage of those sent overseas is much less than those deployed within the US. For this reason, we can conclude that his information may not be publicly available. We have presented our insights into some demographic information above.

Our research has revealed that military personnel shop more often than the average American. Unfortunately, our research could not uncover as much detail as required concerning how they purchase vehicles. One major underlying concern was how scammers target military personnel. Our research only came across these insights. As we searched through various media sources and publications, we could not provide any additional information around how they choose their cars.

Our lifestyle research could identify several publication sources that would provide insights into an overview of the lifestyle. Unfortunately, these did not include any insights around cars. Our wide research of sources such as Forbes, Business Insider, Pew Research, and Nielsen could only identify the insights outlined above.