County profile · Illinois
Morgan County, IL market data
Population, household spending and competition for 56 business types in Morgan County, each scored against other counties.
- Population, 2025
- 32,515
- −2.9% since 2020
- Households
- 13,076
- Median household income
- $66,306
- +28.9% vs. 2015–2019, before inflation
- Median home value
- $130,800
- Jobs located here
- 14,019
- Highest market score
- 68
- Grocery and convenience stores, #488 of 2,402 scored counties
A site report maps the competitors on map listings around any address in Morgan County by name and distance, and the households and spending within reach. Or open the report at the center of Morgan 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 32,515 people live in Morgan County, in 13,076 households. Population estimates show Morgan County declined 2.9% from 2020 to 2025, against +3.1% for the U.S. The median household income in Morgan County is $66,306 a year, 18% below the U.S. median of $80,734. That rose 28.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Morgan County spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (61).
The highest Groundwork market scores in Morgan County are for grocery and convenience stores (68), primary care and pediatric clinics (58) and hair salons (55). Morgan County ranks #488 of 2,402 scored counties for grocery and convenience stores.
Morgan County is part of the Jacksonville area. For its number of households, Morgan County has the most map listings, relative to the U.S., for electricians (3 times the U.S. rate) and the fewest for real estate businesses (58% below the U.S. rate).
All 56 business types in Morgan County
Highest Groundwork market score first. Each score compares Morgan 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 |
|---|---|---|---|---|---|---|---|
| Grocery and convenience stores | 68 | #488 of 2,402 | 17 | 13.0 | $4.4M | 131 | 4 |
| Primary care and pediatrics | 58 | #581 of 1,656 | 9 | 6.9 | $1.9M | 108 | 8 |
| Hair salons | 55 | #904 of 2,339 | 23 | 17.6 | $524K | 122 | 5 |
| Car washes and detailing | 52 | #673 of 1,451 | 5 | 3.8 | $2.8M | 109 | Under 3 |
| Real estate | 48 | #1,164 of 2,229 | 21 | 16.1 | Index only | 191 | 10 |
| Convenience stores | 46 | #1,257 of 2,261 | 11 | 8.4 | $6.9M | 87 | Under 3 |
| Salons, barbers and spas | 46 | #1,396 of 2,385 | 47 | 35.9 | $257K | 121 | 9 |
| Martial arts and dance studios | 44 | #837 of 1,334 | 5 | 3.8 | $2.1M | 102 | Under 3 |
| Nail salons | 44 | #858 of 1,328 | 6 | 4.6 | $2M | 120 | Under 3 |
| Funeral homes | 44 | #862 of 1,472 | 5 | 3.8 | $469K | 69 | 4 |
| Dentists and orthodontists | 44 | #1,157 of 1,886 | 15 | 11.5 | $1.2M | 118 | 10 |
| Gyms, studios and classes | 44 | #1,356 of 2,088 | 19 | 14.5 | $541K | 82 | 3 |
| Real estate agents and brokers | 44 | #1,368 of 2,176 | 21 | 16.1 | Index only | 152 | 6 |
| Coffee shops and cafes | 43 | #1,270 of 2,063 | 11 | 8.4 | $4.3M | 115 | Under 3 |
| Clothing, shoes and laundry | 43 | #1,382 of 2,210 | 28 | 21.4 | $860K | 98 | 5 |
| Doctors, dentists and clinics | 41 | #1,632 of 2,394 | 101 | 77.2 | $172K | 113 | 33 |
| Pet businesses | 40 | #1,537 of 2,200 | 19 | 14.5 | $532K | 61 | 4 |
| Sit-down restaurants | 39 | #1,679 of 2,405 | 69 | 52.8 | $680K | 102 | 22 |
| Auto repair and car care | 39 | #1,701 of 2,401 | 55 | 42.1 | $250K | 93 | 21 |
| Tire shops | 38 | #1,075 of 1,530 | 7 | 5.4 | $2M | 78 | Under 3 |
| Clothing and shoe stores | 37 | #1,515 of 2,087 | 26 | 19.9 | $926K | 73 | 5 |
| Auto repair shops | 36 | #1,804 of 2,378 | 32 | 24.5 | $430K | 97 | 18 |
| Gyms | 35 | #1,396 of 1,792 | 13 | 9.9 | $791K | 61 | 3 |
| Lawn, cleaning and pest control | 35 | #1,413 of 1,771 | 11 | 8.4 | $1.4M | 82 | 14 |
| Restaurants and cafes | 35 | #1,827 of 2,405 | 137 | 104.8 | $342K | 92 | 54 |
| Bakeries and dessert shops | 33 | #1,528 of 1,889 | 12 | 9.2 | $3.9M | 94 | Under 3 |
| HVAC and plumbing | 32 | #1,450 of 1,707 | 10 | 7.6 | $3.3M | 70 | 10 |
| Home repair trades | 30 | #1,853 of 2,057 | 24 | 18.4 | $1.4M | 57 | 15 |
| Veterinarians | 29 | #1,224 of 1,485 | 6 | 4.6 | $1.7M | 62 | 4 |
| Landscaping and lawn care | 29 | #1,302 of 1,493 | 9 | 6.9 | $1.7M | 57 | 9 |
| Electricians | 27 | #1,036 of 1,160 | 10 | 7.6 | $3.3M | 28 | 5 |
| Chiropractors | 27 | #1,330 of 1,490 | 10 | 7.6 | $1.7M | 73 | 8 |
| Spas and skin care | 27 | #1,592 of 1,769 | 15 | 11.5 | $804K | 92 | Under 3 |
| Gas stations | 27 | #2,041 of 2,358 | 19 | 14.5 | $1.8M | 78 | 24 |
| Child care and preschools | 26 | #1,410 of 1,611 | 9 | 6.9 | $517K | 52 | 7 |
| Optometrists and eye care | 25 | #1,143 of 1,302 | 8 | 6.1 | $2.2M | 69 | 4 |
| Fast food and sandwich shops | 24 | #1,984 of 2,222 | 23 | 17.6 | $2M | 67 | 29 |
| Pizza | 23 | #1,949 of 2,090 | 17 | 13.0 | $2.8M | 54 | 29 |
| Pet grooming and boarding | 22 | #1,336 of 1,461 | 7 | 5.4 | $1.4M | 57 | Under 3 |
| Insurance agencies | 12 | #2,229 of 2,272 | 31 | 23.7 | $691K | 55 | 16 |
| Grocery stores | Not scored | Not scored | 4 | 3.1 | $18.8M | 203 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 3.1 | $4.3M | 181 | 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 3.1 | $8.3M | 98 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 2.3 | $4M | 213 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 2.3 | $4.6M | 33 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.3 | $3.4M | 75 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 1.5 | $6.9M | Too few | 5 |
| Pest control | Not scored | Not scored | 2 | 1.5 | $7.6M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.8 | $24.1M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.8 | $10.3M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Morgan 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 | $13.8M | $1,052 | 110 |
| Gasoline and other fuels | $35.1M | $2,688 | 104 |
| Food away from home | $46.9M | $3,588 | 88 |
| Groceries | $75.4M | $5,763 | 91 |
| Personal care products and services | $12.1M | $922 | 92 |
| Child care and other personal services | $4.7M | $356 | 61 |
| Memberships, classes and admissions | $10.3M | $786 | 80 |
| Medical and dental services | $17.4M | $1,329 | 103 |
| Pets | $10.1M | $774 | 85 |
| Clothing, shoes and related services | $24.1M | $1,842 | 90 |
| Vehicle insurance | $21.4M | $1,638 | 84 |
| Home repairs, maintenance and insurance | $33.2M | $2,540 | 84 |
| Lawn care, cleaning and other household services | $15.1M | $1,156 | 82 |
| Rent and homeowner costs | $173.6M | $13,278 | 80 |
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 Morgan County
- Population, 2025 estimate
- 32,515−2.9% since 2020
- Households
- 13,076
- Median age
- 42.3
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 569 sq. mi.
- People per square mile
- 58
- Median household income
- $66,306+28.9% vs. 2015–2019, before inflation
- Average household income
- $86,028
- Median home value
- $130,800
- Jobs located here
- 14,019
- Daytime population
- 31,666Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Morgan 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 Morgan County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Illinois 8
- Scott County, IL4,937 people
- Cass County, IL12,784 people
- Greene County, IL11,683 people
- Menard County, IL12,095 people
- Sangamon County, IL194,947 people
- Brown County, IL6,322 people
- Schuyler County, IL6,787 people
- Pike County, IL14,469 people
Questions
How fast is Morgan County, IL growing?
Population estimates put Morgan County at 32,515 people in 2025, down 2.9% since 2020, against +3.1% for the U.S. It has 13,076 households. Against the 2015–2019 survey, median household income rose 28.9%, before inflation.
How much do households in Morgan County, IL spend?
Households in Morgan County spend about $173.6M a year on rent and homeowner costs, $75.4M on groceries and $46.9M on food away from home. Relative to the U.S., household spending in Morgan County runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Which business types have the highest market scores in Morgan County, IL?
Of the business types scored in Morgan County, grocery and convenience stores (68), primary care and pediatric clinics (58) and hair salons (55) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #488 of 2,402 scored counties.
How does Morgan County, IL compare with the U.S.?
Median household income in Morgan County is $66,306, 18% below the U.S. median of $80,734. The population fell 2.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $130,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (3 times the U.S. rate) and lowest for real estate businesses (58% 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. 40 of the 56 business types have a score in Morgan 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 Morgan 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 Morgan 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 Morgan 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.