County profile · Ohio
Morgan County, OH market data
Population, household spending and competition for 56 business types in Morgan County, each scored against other counties.
- Population, 2025
- 13,626
- −0.9% since 2020
- Households
- 5,713
- Median household income
- $59,351
- +40.2% vs. 2015–2019, before inflation
- Median home value
- $150,900
- Jobs located here
- 2,895
- Highest market score
- 72
- Auto repair and car care, #287 of 2,401 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 13,626 people live in Morgan County, in 5,713 households. Population estimates show Morgan County declined 0.9% from 2020 to 2025, against +3.1% for the U.S. The median household income in Morgan County is $59,351 a year, 26% below the U.S. median of $80,734. That rose 40.2% 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 115, where 100 is the U.S. average) and the least on child care and other personal services (50).
The highest Groundwork market scores in Morgan County are for auto repair and car care businesses (72), medical and dental practices (67) and restaurants and cafes (66). Morgan County ranks #287 of 2,401 scored counties for auto repair and car care businesses.
For its number of households, Morgan County has the most map listings, relative to the U.S., for grocery and convenience stores (59% above the U.S. rate) and the fewest for medical and dental practices (79% 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 |
|---|---|---|---|---|---|---|---|
| Auto repair and car care | 72 | #287 of 2,401 | 8 | 14.0 | $788K | 294 | Under 3 |
| Doctors, dentists and clinics | 67 | #427 of 2,394 | 10 | 17.5 | $692K | 454 | Under 3 |
| Restaurants and cafes | 66 | #500 of 2,405 | 24 | 42.0 | $771K | 208 | 14 |
| Salons, barbers and spas | 62 | #544 of 2,385 | 6 | 10.5 | $805K | 378 | Under 3 |
| Sit-down restaurants | 60 | #725 of 2,405 | 14 | 24.5 | $1.3M | 199 | 8 |
| Real estate | 50 | #1,053 of 2,229 | 5 | 8.8 | Index only | 328 | Under 3 |
| Gas stations | 49 | #1,215 of 2,358 | 8 | 14.0 | $2M | 86 | 6 |
| Real estate agents and brokers | 47 | #1,190 of 2,176 | 5 | 8.8 | Index only | 261 | Under 3 |
| Insurance agencies | 47 | #1,204 of 2,272 | 5 | 8.8 | $2M | 159 | Under 3 |
| Pizza | 38 | #1,535 of 2,090 | 7 | 12.3 | $2.6M | 52 | 4 |
| Convenience stores | 27 | #1,882 of 2,261 | 7 | 12.3 | $4.5M | 57 | Under 3 |
| Grocery and convenience stores | 26 | #2,076 of 2,402 | 17 | 29.8 | $1.8M | 54 | 4 |
| Pet businesses | 19 | #2,121 of 2,200 | 8 | 14.0 | $500K | 57 | Under 3 |
| Auto repair shops | Not scored | Not scored | 4 | 7.0 | $1.6M | 355 | Under 3 |
| Grocery stores | Not scored | Not scored | 4 | 7.0 | $7.8M | 84 | 4 |
| Hair salons | Not scored | Not scored | 4 | 7.0 | $1.2M | 281 | Under 3 |
| Clothing, shoes and laundry | Not scored | Not scored | 3 | 5.3 | $3.2M | 365 | Under 3 |
| Coffee shops and cafes | Not scored | Not scored | 3 | 5.3 | $6.2M | 167 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 5.3 | $308K | 45 | Under 3 |
| Chiropractors | Not scored | Not scored | 2 | 3.5 | $3.5M | Too few | Under 3 |
| Clothing and shoe stores | Not scored | Not scored | 2 | 3.5 | $4.8M | Too few | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 2 | 3.5 | $9.3M | Too few | 4 |
| Home repair trades | Not scored | Not scored | 2 | 3.5 | $6.7M | Too few | 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 3.5 | $2M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 3.5 | $3.2M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 1.8 | $6.3M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 1 | 1.8 | $1.7M | Too few | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 1 | 1.8 | $6.9M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 1.8 | $13.4M | Too few | Under 3 |
| Gyms | Not scored | Not scored | 1 | 1.8 | $3.6M | Too few | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 1 | 1.8 | $3.6M | Too few | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 1 | 1.8 | $13.4M | Too few | 3 |
| Nail salons | Not scored | Not scored | 1 | 1.8 | $4.8M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 1 | 1.8 | $6.9M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.8 | $4M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 1.8 | $6.9M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 1 | 1.8 | $6.9M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 1 | 1.8 | $4.8M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 1 | 1.8 | $4M | Too few | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Barbershops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 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 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Laundromats | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | 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 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | 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 | $6.3M | $1,104 | 115 |
| Gasoline and other fuels | $16.4M | $2,870 | 111 |
| Food away from home | $18.5M | $3,241 | 80 |
| Groceries | $31.4M | $5,490 | 87 |
| Personal care products and services | $4.8M | $846 | 84 |
| Child care and other personal services | $1.7M | $290 | 50 |
| Memberships, classes and admissions | $3.6M | $636 | 65 |
| Medical and dental services | $6.9M | $1,211 | 94 |
| Pets | $4M | $700 | 77 |
| Clothing, shoes and related services | $9.6M | $1,688 | 82 |
| Vehicle insurance | $10M | $1,749 | 89 |
| Home repairs, maintenance and insurance | $13.4M | $2,343 | 78 |
| Lawn care, cleaning and other household services | $6.1M | $1,069 | 76 |
| Rent and homeowner costs | $71.1M | $12,440 | 75 |
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
- 13,626−0.9% since 2020
- Households
- 5,713
- Median age
- 44.1
- Homes lived in by their owners
- 79%
- Vehicles per household
- 2.0
- Land area
- 416 sq. mi.
- People per square mile
- 33
- Median household income
- $59,351+40.2% vs. 2015–2019, before inflation
- Average household income
- $70,286
- Median home value
- $150,900
- Jobs located here
- 2,895
- Daytime population
- 11,576Residents 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 Ohio 8
- Perry County, OH35,535 people
- Noble County, OH14,282 people
- Athens County, OH61,737 people
- Washington County, OH58,978 people
- Muskingum County, OH86,411 people
- Hocking County, OH27,799 people
- Guernsey County, OH38,223 people
- Meigs County, OH21,896 people
Questions
How fast is Morgan County, OH growing?
Population estimates put Morgan County at 13,626 people in 2025, down 0.9% since 2020, against +3.1% for the U.S. It has 5,713 households. Against the 2015–2019 survey, median household income rose 40.2%, before inflation.
How much do households in Morgan County, OH spend?
Households in Morgan County spend about $71.1M a year on rent and homeowner costs, $31.4M on groceries and $18.5M 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 115, where 100 is the U.S. average) and lowest on child care and other personal services (50).
Which business types have the highest market scores in Morgan County, OH?
Of the business types scored in Morgan County, auto repair and car care businesses (72), medical and dental practices (67) and restaurants and cafes (66) have the highest Groundwork market scores. For auto repair and car care businesses, that ranks #287 of 2,401 scored counties.
How does Morgan County, OH compare with the U.S.?
Median household income in Morgan County is $59,351, 26% below the U.S. median of $80,734. The population fell 0.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $150,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for grocery and convenience stores (59% above the U.S. rate) and lowest for medical and dental practices (79% 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. 13 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.