County profile · California
San Mateo County, CA market data
Population, household spending and competition for 56 business types in San Mateo County, each scored against other counties.
- Population, 2025
- 743,568
- −2.5% since 2020
- Households
- 264,419
- Median household income
- $158,855
- +29.5% vs. 2015–2019, before inflation
- Median home value
- $1,559,600
- Jobs located here
- 425,111
- Highest market score
- 81
- Barbershops, #58 of 1,356 scored counties
A site report maps the competitors on map listings around any address in San Mateo County by name and distance, and the households and spending within reach. Or open the report at the center of San Mateo County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
An estimated 743,568 people live in San Mateo County, in 264,419 households. Population estimates show San Mateo County declined 2.5% from 2020 to 2025, against +3.1% for the U.S. The median household income in San Mateo County is $158,855 a year, 97% above the U.S. median of $80,734. That rose 29.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in San Mateo County spend the most on child care and other personal services (an index of 222, where 100 is the U.S. average) and the least on vehicle insurance (98).
The highest Groundwork market scores in San Mateo County are for barbershops (81), urgent care and walk-in clinics (78) and tire shops (78). San Mateo County ranks #58 of 1,356 scored counties for barbershops.
San Mateo County is part of the San Francisco-Oakland-Fremont metro area. For its number of households, San Mateo County has the most map listings, relative to the U.S., for child care centers and preschools (88% above the U.S. rate) and the fewest for roofing and gutter companies (56% below the U.S. rate).
All 56 business types in San Mateo County
Highest Groundwork market score first. Each score compares San Mateo County with other counties for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Barbershops | 81 | #58 of 1,356 | 85 | 3.2 | $4.4M | 234 | 3 |
| Urgent care and walk-in clinics | 78 | #11 of 325 | 9 | 0.3 | $52.8M | 215 | 11 |
| Tire shops | 78 | #120 of 1,530 | 53 | 2.0 | $6M | 239 | 27 |
| Convenience stores | 78 | #209 of 2,261 | 100 | 3.8 | $19.8M | 251 | 42 |
| Funeral homes | 75 | #140 of 1,472 | 41 | 1.6 | $1.1M | 161 | 12 |
| Pet stores | 74 | #109 of 974 | 38 | 1.4 | $10.2M | 226 | 19 |
| Car washes and detailing | 72 | #174 of 1,451 | 75 | 2.8 | $4.2M | 168 | 36 |
| Oil change and quick lube | 71 | #54 of 479 | 14 | 0.5 | $22.7M | 165 | 15 |
| Pest control | 69 | #105 of 699 | 28 | 1.1 | $17.5M | 171 | 30 |
| Veterinarians | 69 | #295 of 1,485 | 88 | 3.3 | $4.4M | 162 | 74 |
| Physical therapy | 66 | #292 of 1,422 | 103 | 3.9 | $4.6M | 192 | 100 |
| Pet businesses | 65 | #452 of 2,200 | 239 | 9.0 | $1.6M | 185 | 160 |
| Electricians | 64 | #262 of 1,160 | 54 | 2.0 | $20M | 166 | 206 |
| Roofing and gutters | 64 | #268 of 1,177 | 42 | 1.6 | $25.7M | 304 | 69 |
| Pet grooming and boarding | 64 | #368 of 1,461 | 88 | 3.3 | $4.4M | 173 | 67 |
| Gas stations | 64 | #588 of 2,358 | 213 | 8.1 | $3.4M | 143 | 140 |
| Optometrists and eye care | 62 | #364 of 1,302 | 121 | 4.6 | $3.9M | 125 | 47 |
| Landscaping and lawn care | 62 | #420 of 1,493 | 107 | 4.0 | $4.6M | 156 | 286 |
| Home repair trades | 62 | #474 of 2,057 | 287 | 10.9 | $3.8M | 155 | 508 |
| Grocery and convenience stores | 62 | #692 of 2,402 | 397 | 15.0 | $5M | 147 | 224 |
| HVAC and plumbing | 61 | #452 of 1,707 | 191 | 7.2 | $5.6M | 119 | 233 |
| Gyms | 59 | #542 of 1,792 | 230 | 8.7 | $2.4M | 185 | 128 |
| Pizza | 59 | #668 of 2,090 | 190 | 7.2 | $7.9M | 156 | 633 |
| Fast food and sandwich shops | 59 | #770 of 2,222 | 301 | 11.4 | $5M | 164 | 633 |
| Mortgage brokers and lenders | 58 | #273 of 887 | 98 | 3.7 | Index only | 166 | 59 |
| Chiropractors | 57 | #542 of 1,490 | 180 | 6.8 | $2.6M | 110 | 78 |
| Gyms, studios and classes | 56 | #753 of 2,088 | 526 | 19.9 | $1.1M | 159 | 292 |
| Hair salons | 56 | #851 of 2,339 | 627 | 23.7 | $598K | 139 | 202 |
| Martial arts and dance studios | 54 | #531 of 1,334 | 194 | 7.3 | $2.9M | 142 | 164 |
| Lawn, cleaning and pest control | 54 | #704 of 1,771 | 235 | 8.9 | $2.1M | 124 | 554 |
| Primary care and pediatrics | 54 | #704 of 1,656 | 202 | 7.6 | $2.4M | 132 | 442 |
| Clothing and shoe stores | 53 | #926 of 2,087 | 424 | 16.0 | $1.6M | 129 | 191 |
| Yoga, Pilates and fitness studios | 52 | #343 of 777 | 102 | 3.9 | $5.4M | 134 | 128 |
| Child care and preschools | 51 | #787 of 1,611 | 287 | 10.9 | $1.2M | 119 | 357 |
| Grocery stores | 51 | #963 of 2,070 | 185 | 7.0 | $10.7M | 115 | 182 |
| Auto repair and car care | 51 | #1,166 of 2,401 | 1,035 | 39.1 | $307K | 114 | 488 |
| Nail salons | 50 | #690 of 1,328 | 161 | 6.1 | $2.3M | 139 | 125 |
| Salons, barbers and spas | 49 | #1,203 of 2,385 | 1,238 | 46.8 | $303K | 142 | 426 |
| Laundromats | 47 | #409 of 785 | 52 | 2.0 | $13.4M | 107 | 32 |
| Spas and skin care | 45 | #1,051 of 1,769 | 335 | 12.7 | $1.1M | 128 | 92 |
| Property management | 44 | #543 of 910 | 99 | 3.7 | Index only | 115 | 309 |
| Bakeries and dessert shops | 44 | #1,137 of 1,889 | 323 | 12.2 | $4.7M | 113 | 319 |
| Clothing, shoes and laundry | 44 | #1,337 of 2,210 | 694 | 26.2 | $1M | 114 | 275 |
| Restaurants and cafes | 44 | #1,435 of 2,405 | 3,663 | 138.5 | $412K | 111 | 1,728 |
| Auto repair shops | 41 | #1,588 of 2,378 | 735 | 27.8 | $432K | 97 | 390 |
| Doctors, dentists and clinics | 40 | #1,662 of 2,394 | 2,469 | 93.4 | $192K | 126 | 1,193 |
| Coffee shops and cafes | 37 | #1,513 of 2,063 | 442 | 16.7 | $3.4M | 92 | 288 |
| Sit-down restaurants | 37 | #1,756 of 2,405 | 2,255 | 85.3 | $669K | 101 | 801 |
| House cleaning | 35 | #680 of 847 | 100 | 3.8 | $4.9M | 77 | 238 |
| Real estate agents and brokers | 34 | #1,892 of 2,176 | 1,063 | 40.2 | Index only | 109 | 518 |
| Real estate | 34 | #1,915 of 2,229 | 1,264 | 47.8 | Index only | 116 | 982 |
| Dry cleaners | 32 | #421 of 507 | 58 | 2.2 | $12M | 76 | 52 |
| Insurance agencies | 32 | #1,748 of 2,272 | 460 | 17.4 | $1.1M | 88 | 244 |
| Collision repair and body shops | 29 | #1,124 of 1,327 | 153 | 5.8 | $2.1M | 67 | 137 |
| Dentists and orthodontists | 27 | #1,717 of 1,886 | 568 | 21.5 | $836K | 85 | 515 |
| Home inspectors | Not scored | Not scored | 4 | 0.2 | Index only | 603 | 11 |
Household spending in San Mateo County
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $317.5M | $1,201 | 125 |
| Gasoline and other fuels | $727.4M | $2,751 | 106 |
| Food away from home | $1.5B | $5,708 | 140 |
| Groceries | $2B | $7,490 | 119 |
| Personal care products and services | $374.8M | $1,418 | 141 |
| Child care and other personal services | $341.5M | $1,292 | 222 |
| Memberships, classes and admissions | $554M | $2,095 | 213 |
| Medical and dental services | $475M | $1,797 | 139 |
| Pets | $387.7M | $1,466 | 161 |
| Clothing, shoes and related services | $694.8M | $2,628 | 128 |
| Vehicle insurance | $505.9M | $1,913 | 98 |
| Home repairs, maintenance and insurance | $1.1B | $4,079 | 135 |
| Lawn care, cleaning and other household services | $490.4M | $1,854 | 131 |
| Rent and homeowner costs | $6.3B | $23,966 | 144 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in San Mateo County
- Population, 2025 estimate
- 743,568−2.5% since 2020
- Households
- 264,419
- Median age
- 41.8
- Homes lived in by their owners
- 58%
- Vehicles per household
- 1.9
- Land area
- 449 sq. mi.
- People per square mile
- 1,655
- Median household income
- $158,855+29.5% vs. 2015–2019, before inflation
- Average household income
- $231,822
- Median home value
- $1,559,600
- Jobs located here
- 425,111
- Daytime population
- 795,447Residents who don’t work, plus everyone whose job is here
Looking at a specific site in San Mateo County?
These figures cover the whole county. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of San Mateo County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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Questions
How fast is San Mateo County, CA growing?
Population estimates put San Mateo County at 743,568 people in 2025, down 2.5% since 2020, against +3.1% for the U.S. It has 264,419 households. Against the 2015–2019 survey, median household income rose 29.5%, before inflation.
How much do households in San Mateo County, CA spend?
Households in San Mateo County spend about $6.3B a year on rent and homeowner costs, $2B on groceries and $1.5B on food away from home. Relative to the U.S., household spending in San Mateo County runs highest on child care and other personal services (an index of 222, where 100 is the U.S. average) and lowest on vehicle insurance (98).
Which business types have the highest market scores in San Mateo County, CA?
Of the business types scored in San Mateo County, barbershops (81), urgent care and walk-in clinics (78) and tire shops (78) have the highest Groundwork market scores. For barbershops, that ranks #58 of 1,356 scored counties.
How does San Mateo County, CA compare with the U.S.?
Median household income in San Mateo County is $158,855, 97% above the U.S. median of $80,734. The population fell 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $1,559,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for child care centers and preschools (88% above the U.S. rate) and lowest for roofing and gutter companies (56% below the U.S. rate).
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. 55 of the 56 business types have a score in San Mateo County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in San Mateo County. It maps the competitors on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
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Screening a site or an acquisition in San Mateo County?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of San Mateo County. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.