County profile · Indiana
Morgan County, IN market data
Population, household spending and competition for 56 business types in Morgan County, each scored against other counties.
- Population, 2025
- 74,967
- +4.4% since 2020
- Households
- 28,279
- Median household income
- $79,429
- +23.5% vs. 2015–2019, before inflation
- Median home value
- $237,600
- Jobs located here
- 15,802
- Highest market score
- 91
- Chiropractors, #4 of 1,490 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 74,967 people live in Morgan County, in 28,279 households. Population estimates show Morgan County grew 4.4% from 2020 to 2025, faster than the U.S. (+3.1%). The median household income in Morgan County is $79,429 a year, 2% below the U.S. median of $80,734. That rose 23.5% 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 131, where 100 is the U.S. average) and the least on child care and other personal services (73).
The highest Groundwork market scores in Morgan County are for chiropractors (91), physical therapy clinics (90) and primary care and pediatric clinics (88). Morgan County ranks #4 of 1,490 scored counties for chiropractors.
Morgan County is part of the Indianapolis-Carmel-Greenwood metro area. For its number of households, Morgan County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (67% above the U.S. rate) and the fewest for dentists and orthodontists (62% 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 |
|---|---|---|---|---|---|---|---|
| Chiropractors | 91 | #4 of 1,490 | 6 | 2.1 | $6.8M | 286 | 4 |
| Physical therapy | 90 | #4 of 1,422 | 5 | 1.8 | $8.2M | 341 | 5 |
| Primary care and pediatrics | 88 | #22 of 1,656 | 11 | 3.9 | $3.7M | 209 | 16 |
| Clothing and shoe stores | 87 | #55 of 2,087 | 19 | 6.7 | $3M | 237 | 5 |
| Grocery and convenience stores | 87 | #79 of 2,402 | 40 | 14.1 | $4.4M | 129 | 4 |
| Hair salons | 86 | #35 of 2,339 | 45 | 15.9 | $641K | 149 | 5 |
| Tire shops | 86 | #35 of 1,530 | 10 | 3.5 | $3.5M | 142 | 3 |
| Martial arts and dance studios | 84 | #16 of 1,334 | 7 | 2.5 | $3.8M | 187 | Under 3 |
| Barbershops | 84 | #38 of 1,356 | 7 | 2.5 | $4.1M | 218 | Under 3 |
| Grocery stores | 84 | #124 of 2,070 | 14 | 5.0 | $12.4M | 134 | 4 |
| Dentists and orthodontists | 83 | #37 of 1,886 | 14 | 5.0 | $2.9M | 298 | 18 |
| Restaurants and cafes | 83 | #92 of 2,405 | 196 | 69.3 | $579K | 156 | 86 |
| Clothing, shoes and laundry | 83 | #98 of 2,210 | 30 | 10.6 | $1.9M | 216 | 8 |
| Convenience stores | 83 | #118 of 2,261 | 15 | 5.3 | $11.6M | 147 | Under 3 |
| Gyms, studios and classes | 82 | #49 of 2,088 | 25 | 8.8 | $1.1M | 160 | 8 |
| Coffee shops and cafes | 81 | #91 of 2,063 | 19 | 6.7 | $6M | 161 | 10 |
| Spas and skin care | 80 | #65 of 1,769 | 20 | 7.1 | $1.4M | 165 | 3 |
| Fast food and sandwich shops | 80 | #135 of 2,222 | 31 | 11.0 | $3.7M | 120 | 33 |
| Salons, barbers and spas | 79 | #91 of 2,385 | 86 | 30.4 | $335K | 158 | 12 |
| Sit-down restaurants | 79 | #148 of 2,405 | 108 | 38.2 | $1.1M | 158 | 40 |
| Bakeries and dessert shops | 78 | #117 of 1,889 | 20 | 7.1 | $5.7M | 137 | 10 |
| Auto repair and car care | 78 | #173 of 2,401 | 114 | 40.3 | $311K | 116 | 33 |
| Auto repair shops | 77 | #175 of 2,378 | 61 | 21.6 | $582K | 131 | 28 |
| Nail salons | 74 | #106 of 1,328 | 12 | 4.2 | $2.4M | 144 | 4 |
| Car washes and detailing | 74 | #147 of 1,451 | 14 | 5.0 | $2.5M | 101 | Under 3 |
| Gyms | 72 | #185 of 1,792 | 17 | 6.0 | $1.6M | 119 | 8 |
| Doctors, dentists and clinics | 72 | #297 of 2,394 | 161 | 56.9 | $255K | 167 | 55 |
| Collision repair and body shops | 69 | #236 of 1,327 | 9 | 3.2 | $3.9M | 128 | 10 |
| Optometrists and eye care | 67 | #253 of 1,302 | 9 | 3.2 | $4.6M | 145 | 8 |
| Child care and preschools | 65 | #396 of 1,611 | 11 | 3.9 | $1.1M | 109 | 15 |
| Pizza | 65 | #495 of 2,090 | 32 | 11.3 | $3.5M | 70 | 33 |
| Veterinarians | 63 | #430 of 1,485 | 9 | 3.2 | $2.7M | 101 | 9 |
| Gas stations | 62 | #678 of 2,358 | 45 | 15.9 | $2M | 83 | 33 |
| Lawn, cleaning and pest control | 61 | #465 of 1,771 | 20 | 7.1 | $1.8M | 106 | 37 |
| Pet stores | 60 | #314 of 974 | 5 | 1.8 | $4.9M | 109 | 3 |
| Insurance agencies | 56 | #918 of 2,272 | 34 | 12.0 | $1.6M | 127 | 26 |
| Mortgage brokers and lenders | 54 | #355 of 887 | 9 | 3.2 | Index only | 115 | 4 |
| Funeral homes | 54 | #602 of 1,472 | 7 | 2.5 | $600K | 88 | 8 |
| Landscaping and lawn care | 53 | #639 of 1,493 | 15 | 5.3 | $2.4M | 81 | 27 |
| Pet businesses | 52 | #1,010 of 2,200 | 38 | 13.4 | $649K | 74 | 18 |
| Pet grooming and boarding | 49 | #772 of 1,461 | 17 | 6.0 | $1.5M | 57 | 6 |
| Real estate | 47 | #1,247 of 2,229 | 87 | 30.8 | Index only | 107 | 35 |
| Electricians | 46 | #680 of 1,160 | 9 | 3.2 | $8.7M | 73 | 23 |
| Real estate agents and brokers | 43 | #1,435 of 2,176 | 75 | 26.5 | Index only | 99 | 25 |
| Roofing and gutters | 40 | #828 of 1,177 | 17 | 6.0 | $4.6M | 55 | 6 |
| HVAC and plumbing | 35 | #1,373 of 1,707 | 29 | 10.3 | $2.7M | 57 | 35 |
| Home repair trades | 35 | #1,715 of 2,057 | 55 | 19.4 | $1.4M | 59 | 64 |
| Laundromats | Not scored | Not scored | 4 | 1.4 | $14.3M | 114 | 3 |
| House cleaning | Not scored | Not scored | 3 | 1.1 | $11.9M | 186 | 10 |
| Dry cleaners | Not scored | Not scored | 2 | 0.7 | $28.6M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.7 | $17.9M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $41M | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.4 | $26.4M | Too few | 8 |
| Oil change and quick lube | 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 | $35.5M | $1,254 | 131 |
| Gasoline and other fuels | $89.3M | $3,159 | 122 |
| Food away from home | $113.5M | $4,014 | 99 |
| Groceries | $174.2M | $6,159 | 97 |
| Personal care products and services | $28.8M | $1,020 | 101 |
| Child care and other personal services | $12M | $424 | 73 |
| Memberships, classes and admissions | $26.4M | $934 | 95 |
| Medical and dental services | $41M | $1,451 | 113 |
| Pets | $24.7M | $872 | 96 |
| Clothing, shoes and related services | $57.2M | $2,021 | 98 |
| Vehicle insurance | $54.2M | $1,916 | 98 |
| Home repairs, maintenance and insurance | $78.7M | $2,781 | 92 |
| Lawn care, cleaning and other household services | $35.7M | $1,263 | 89 |
| Rent and homeowner costs | $405M | $14,323 | 86 |
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
- 74,967+4.4% since 2020
- Households
- 28,279
- Median age
- 42.0
- Homes lived in by their owners
- 82%
- Vehicles per household
- 2.1
- Land area
- 404 sq. mi.
- People per square mile
- 180
- Median household income
- $79,429+23.5% vs. 2015–2019, before inflation
- Average household income
- $101,900
- Median home value
- $237,600
- Jobs located here
- 15,802
- Daytime population
- 52,939Residents 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 Indiana 8
- Johnson County, IN166,315 people
- Hendricks County, IN183,344 people
- Brown County, IN15,606 people
- Marion County, IN975,809 people
- Putnam County, IN37,280 people
- Owen County, IN21,604 people
- Monroe County, IN140,965 people
- Shelby County, IN45,265 people
Questions
How fast is Morgan County, IN growing?
Population estimates put Morgan County at 74,967 people in 2025, up 4.4% since 2020, faster than the U.S. (+3.1%). It has 28,279 households. Against the 2015–2019 survey, median household income rose 23.5%, before inflation.
How much do households in Morgan County, IN spend?
Households in Morgan County spend about $405M a year on rent and homeowner costs, $174.2M on groceries and $113.5M 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 131, where 100 is the U.S. average) and lowest on child care and other personal services (73).
Which business types have the highest market scores in Morgan County, IN?
Of the business types scored in Morgan County, chiropractors (91), physical therapy clinics (90) and primary care and pediatric clinics (88) have the highest Groundwork market scores. For chiropractors, that ranks #4 of 1,490 scored counties.
How does Morgan County, IN compare with the U.S.?
Median household income in Morgan County is $79,429, 2% below the U.S. median of $80,734. The population rose 4.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $237,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (67% above the U.S. rate) and lowest for dentists and orthodontists (62% 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. 47 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.