Small-town market profile · Ohio
Urbana, OH area market data
How the Urbana area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 38,820
- +0.2% since 2020
- Households
- 15,646
- Median household income
- $75,556
- +25.7% vs. 2015–2019, before inflation
- Median home value
- $204,000
- Jobs located here
- 10,575
- Highest market score
- 84
- Doctors, dentists and clinics, #14 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Urbana area by name and distance, and the households and spending within reach. Or open the report at the center of the Urbana area. 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
The Urbana area has an estimated 38,820 people and 15,646 households. Population estimates put the population change in the Urbana area from 2020 to 2025 at +0.2%, slower than the U.S. (+3.1%). Median household income in the Urbana area is $75,556, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.7%, before inflation.
Relative to the U.S., household spending in the Urbana area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Of the business types scored in the Urbana area, medical and dental practices (84), sit-down restaurants (83) and restaurants and cafes (82) have the highest Groundwork market scores. For medical and dental practices, that ranks #14 of 538 scored small-town markets.
The Urbana area is made up of one county, Champaign County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (85% above the U.S. rate) and lowest for clothing and shoe stores (60% below the U.S. rate).
All 56 business types in the Urbana area
Highest Groundwork market score first. Each score compares the Urbana area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 84 | #14 of 538 | 65 | 41.5 | $328K | 215 | 20 |
| Sit-down restaurants | 83 | #13 of 538 | 56 | 35.8 | $1M | 157 | 15 |
| Restaurants and cafes | 82 | #21 of 538 | 114 | 72.9 | $513K | 138 | 45 |
| Primary care and pediatrics | 82 | #21 of 458 | 6 | 3.8 | $3.6M | 200 | 9 |
| Gas stations | 81 | #24 of 536 | 17 | 10.9 | $2.8M | 117 | 10 |
| Dentists and orthodontists | 80 | #19 of 526 | 10 | 6.4 | $2.1M | 217 | 7 |
| Salons, barbers and spas | 79 | #12 of 538 | 40 | 25.6 | $375K | 176 | 6 |
| Fast food and sandwich shops | 79 | #31 of 537 | 15 | 9.6 | $3.9M | 128 | 21 |
| Chiropractors | 76 | #19 of 426 | 6 | 3.8 | $3.6M | 149 | Under 3 |
| Clothing and shoe stores | 76 | #46 of 536 | 10 | 6.4 | $2.9M | 231 | Under 3 |
| Clothing, shoes and laundry | 76 | #48 of 536 | 16 | 10.2 | $1.8M | 209 | Under 3 |
| Hair salons | 75 | #26 of 538 | 22 | 14.1 | $681K | 158 | 5 |
| Nail salons | 72 | #44 of 387 | 5 | 3.2 | $3M | 179 | Under 3 |
| Spas and skin care | 72 | #49 of 504 | 9 | 5.8 | $1.7M | 190 | Under 3 |
| Home repair trades | 71 | #49 of 526 | 15 | 9.6 | $2.7M | 113 | 13 |
| Tire shops | 71 | #73 of 431 | 6 | 3.8 | $3.1M | 123 | 3 |
| Auto repair and car care | 70 | #83 of 538 | 63 | 40.3 | $293K | 109 | 23 |
| Convenience stores | 69 | #89 of 529 | 6 | 3.8 | $15.5M | 196 | 5 |
| Insurance agencies | 68 | #121 of 537 | 16 | 10.2 | $1.8M | 144 | 7 |
| Collision repair and body shops | 67 | #73 of 387 | 6 | 3.8 | $3.1M | 100 | 4 |
| Auto repair shops | 67 | #99 of 538 | 41 | 26.2 | $451K | 101 | 14 |
| Grocery and convenience stores | 65 | #122 of 538 | 21 | 13.4 | $4.4M | 130 | 12 |
| Real estate | 64 | #96 of 536 | 29 | 18.5 | Index only | 170 | 6 |
| HVAC and plumbing | 63 | #108 of 476 | 10 | 6.4 | $4.1M | 86 | 7 |
| Car washes and detailing | 63 | #115 of 441 | 6 | 3.8 | $3.1M | 122 | 4 |
| Bakeries and dessert shops | 60 | #145 of 507 | 12 | 7.7 | $4.9M | 118 | 8 |
| Pizza | 57 | #184 of 520 | 18 | 11.5 | $3.2M | 64 | 21 |
| Gyms, studios and classes | 56 | #199 of 535 | 21 | 13.4 | $603K | 91 | 4 |
| Real estate agents and brokers | 54 | #207 of 533 | 26 | 16.6 | Index only | 151 | 6 |
| Martial arts and dance studios | 52 | #176 of 378 | 7 | 4.5 | $1.8M | 90 | Under 3 |
| Coffee shops and cafes | 52 | #248 of 529 | 17 | 10.9 | $3.4M | 93 | 8 |
| Grocery stores | 51 | #261 of 506 | 12 | 7.7 | $7.7M | 83 | 7 |
| Gyms | 49 | #269 of 506 | 13 | 8.3 | $975K | 75 | 4 |
| Veterinarians | 47 | #227 of 398 | 7 | 4.5 | $1.8M | 66 | 5 |
| Pet grooming and boarding | 38 | #285 of 387 | 9 | 5.8 | $1.4M | 55 | 4 |
| Pet businesses | 37 | #416 of 527 | 24 | 15.3 | $523K | 60 | 9 |
| House cleaning | 29 | #128 of 142 | 6 | 3.8 | $3.1M | 48 | 8 |
| Landscaping and lawn care | 26 | #370 of 399 | 14 | 8.9 | $1.3M | 45 | 15 |
| Lawn, cleaning and pest control | 25 | #454 of 481 | 21 | 13.4 | $883K | 53 | 23 |
| Barbershops | Not scored | Not scored | 4 | 2.6 | $3.7M | 199 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 2.6 | $585K | 86 | 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.6 | $5.3M | 170 | 4 |
| Pet stores | Not scored | Not scored | 4 | 2.6 | $3.1M | 69 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 1.9 | $1.9M | 188 | 6 |
| Electricians | Not scored | Not scored | 3 | 1.9 | $13.7M | 114 | 3 |
| Laundromats | Not scored | Not scored | 3 | 1.9 | $9.8M | 78 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 1.9 | $7.1M | 296 | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.3 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.3 | $20.5M | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.3 | $10.7M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $18.5M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $18.6M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $12.7M | Too few | 4 |
| 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 |
Household spending in the Urbana area
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 | $18.5M | $1,181 | 123 |
| Gasoline and other fuels | $47.5M | $3,036 | 117 |
| Food away from home | $58.4M | $3,734 | 92 |
| Groceries | $92.8M | $5,934 | 94 |
| Personal care products and services | $15M | $958 | 95 |
| Child care and other personal services | $5.6M | $361 | 62 |
| Memberships, classes and admissions | $12.7M | $810 | 82 |
| Medical and dental services | $21.3M | $1,365 | 106 |
| Pets | $12.5M | $802 | 88 |
| Clothing, shoes and related services | $29.4M | $1,878 | 91 |
| Vehicle insurance | $29M | $1,851 | 95 |
| Home repairs, maintenance and insurance | $41M | $2,621 | 87 |
| Lawn care, cleaning and other household services | $18.6M | $1,186 | 84 |
| Rent and homeowner costs | $213.5M | $13,646 | 82 |
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 the Urbana area
- Population, 2025 estimate
- 38,820+0.2% since 2020
- Households
- 15,646
- Median age
- 42.9
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.1
- Land area
- 429 sq. mi.
- People per square mile
- 90
- Median household income
- $75,556+25.7% vs. 2015–2019, before inflation
- Average household income
- $89,744
- Median home value
- $204,000
- Jobs located here
- 10,575
- Daytime population
- 32,816Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Urbana area?
These figures cover the whole small-town market. 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 the Urbana area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Urbana area 1
- Champaign County, OH38,804 people
Other markets based in Ohio 12
- Cincinnati, OH-KY-IN metro area2,270,706 people
- Columbus, OH metro area2,175,788 people
- Cleveland, OH metro area2,171,526 people
- Dayton-Kettering-Beavercreek, OH metro area816,080 people
- Akron, OH metro area699,820 people
- Toledo, OH metro area602,322 people
- Youngstown-Warren, OH metro area427,420 people
- Canton-Massillon, OH metro area400,372 people
- Springfield, OH metro area135,158 people
- Mansfield, OH metro area125,099 people
- Sandusky, OH metro area114,575 people
- Lima, OH metro area101,348 people
Questions
How fast is the Urbana, OH area growing?
Population estimates put the Urbana area at 38,820 people in 2025, up 0.2% since 2020, slower than the U.S. (+3.1%). It has 15,646 households. Median household income rose 25.7% from the 2015–2019 survey, before inflation.
How much do households in the Urbana, OH area spend?
Households in the Urbana area spend about $213.5M a year on rent and homeowner costs, $92.8M on groceries and $58.4M on food away from home. Set against the U.S., households in the Urbana area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on child care and other personal services (62).
Which business types have the highest market scores in the Urbana, OH area?
The highest Groundwork market scores in the Urbana area are for medical and dental practices (84), sit-down restaurants (83) and restaurants and cafes (82). The Urbana area ranks #14 of 538 scored small-town markets for medical and dental practices.
How does the Urbana, OH area compare with the U.S.?
The median household income in the Urbana area is $75,556 a year, 6% below the U.S. median of $80,734. The population rose 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $204,000, against $332,700 for the U.S. For its number of households, the Urbana area has the most map listings, relative to the U.S., for landscaping and lawn care companies (85% above the U.S. rate) and the fewest for clothing and shoe stores (60% 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. 39 of the 56 business types have a score in the Urbana area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Urbana area. 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.
All markets in Ohio · Every U.S. market · How we measure
Screening a site or an acquisition in the Urbana area?
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 the Urbana area. 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.