Small-town market profile · Oklahoma
Ada, OK area market data
How the Ada area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 38,528
- +1.2% since 2020
- Households
- 15,134
- Median household income
- $63,017
- +25.1% vs. 2015–2019, before inflation
- Median home value
- $175,400
- Jobs located here
- 20,048
- Highest market score
- 63
- Sit-down restaurants, #131 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Ada area by name and distance, and the households and spending within reach. Or open the report at the center of the Ada 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 Ada area has an estimated 38,528 people and 15,134 households. Between 2020 and 2025, the population of the Ada area grew 1.2%, slower than the U.S. (+3.1%). Median household income in the Ada area is $63,017, 22% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.1%, before inflation.
Relative to the U.S., household spending in the Ada area runs highest on vehicle insurance (an index of 127, where 100 is the U.S. average) and lowest on memberships, classes and admissions (59).
Of the business types scored in the Ada area, sit-down restaurants (63), veterinarians (59) and spas and skin care studios (59) have the highest Groundwork market scores. For sit-down restaurants, that ranks #131 of 538 scored small-town markets.
The Ada area is made up of one county, Pontotoc County. Against the U.S., map listings per household run highest for gas stations (94% above the U.S. rate) and lowest for real estate agents and brokers (46% below the U.S. rate).
All 56 business types in the Ada area
Highest Groundwork market score first. Each score compares the Ada 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 |
|---|---|---|---|---|---|---|---|
| Sit-down restaurants | 63 | #131 of 538 | 62 | 41.0 | $821K | 124 | 24 |
| Veterinarians | 59 | #130 of 398 | 5 | 3.3 | $2.4M | 88 | 5 |
| Spas and skin care | 59 | #149 of 504 | 8 | 5.3 | $1.5M | 175 | Under 3 |
| Grocery stores | 59 | #167 of 506 | 9 | 5.9 | $9.5M | 103 | 6 |
| Restaurants and cafes | 57 | #190 of 538 | 133 | 87.9 | $383K | 103 | 59 |
| HVAC and plumbing | 56 | #171 of 476 | 10 | 6.6 | $3.9M | 82 | 11 |
| Pizza | 55 | #205 of 520 | 10 | 6.6 | $5.1M | 100 | 29 |
| Home repair trades | 53 | #231 of 526 | 18 | 11.9 | $2.2M | 90 | 24 |
| Insurance agencies | 53 | #235 of 537 | 26 | 17.2 | $1.4M | 115 | 18 |
| Gas stations | 51 | #273 of 536 | 32 | 21.1 | $1.4M | 57 | 16 |
| Tire shops | 50 | #215 of 431 | 6 | 4.0 | $2.2M | 89 | 3 |
| Pet businesses | 50 | #278 of 527 | 18 | 11.9 | $663K | 75 | 9 |
| Nail salons | 49 | #216 of 387 | 6 | 4.0 | $2M | 122 | Under 3 |
| Coffee shops and cafes | 48 | #290 of 529 | 16 | 10.6 | $3.2M | 86 | 6 |
| Bakeries and dessert shops | 47 | #287 of 507 | 14 | 9.3 | $3.6M | 88 | 6 |
| Real estate agents and brokers | 47 | #302 of 533 | 25 | 16.5 | Index only | 155 | 14 |
| Roofing and gutters | 46 | #170 of 288 | 6 | 4.0 | $6.5M | 77 | Under 3 |
| Convenience stores | 46 | #324 of 529 | 19 | 12.6 | $4.5M | 57 | 4 |
| Chiropractors | 43 | #269 of 426 | 8 | 5.3 | $1.9M | 80 | 4 |
| Fast food and sandwich shops | 43 | #341 of 537 | 22 | 14.5 | $2.3M | 76 | 29 |
| Auto repair shops | 43 | #354 of 538 | 41 | 27.1 | $325K | 73 | 12 |
| Auto repair and car care | 42 | #359 of 538 | 68 | 44.9 | $196K | 73 | 19 |
| Collision repair and body shops | 41 | #264 of 387 | 6 | 4.0 | $2.2M | 72 | 4 |
| Grocery and convenience stores | 41 | #372 of 538 | 42 | 27.8 | $2M | 60 | 10 |
| Salons, barbers and spas | 41 | #380 of 538 | 59 | 39.0 | $207K | 98 | 10 |
| Clothing, shoes and laundry | 40 | #364 of 536 | 34 | 22.5 | $752K | 85 | 11 |
| Real estate | 40 | #393 of 536 | 37 | 24.4 | Index only | 131 | 24 |
| Clothing and shoe stores | 39 | #368 of 536 | 25 | 16.5 | $1M | 81 | 11 |
| Physical therapy | 38 | #297 of 400 | 9 | 5.9 | $1.7M | 71 | 5 |
| Gyms, studios and classes | 35 | #440 of 535 | 24 | 15.9 | $366K | 55 | 4 |
| Dentists and orthodontists | 33 | #422 of 526 | 16 | 10.6 | $955K | 97 | 12 |
| Mortgage brokers and lenders | 32 | #148 of 177 | 8 | 5.3 | Index only | 68 | 3 |
| Car washes and detailing | 32 | #362 of 441 | 8 | 5.3 | $1.7M | 66 | Under 3 |
| Child care and preschools | 32 | #368 of 454 | 10 | 6.6 | $545K | 54 | 14 |
| Hair salons | 31 | #471 of 538 | 41 | 27.1 | $298K | 69 | 7 |
| Primary care and pediatrics | 30 | #374 of 458 | 14 | 9.3 | $1.1M | 61 | 22 |
| Gyms | 29 | #451 of 506 | 15 | 9.9 | $585K | 45 | 4 |
| Martial arts and dance studios | 27 | #338 of 378 | 7 | 4.6 | $1.3M | 62 | Under 3 |
| Doctors, dentists and clinics | 25 | #482 of 538 | 132 | 87.2 | $116K | 76 | 52 |
| Optometrists and eye care | 20 | #378 of 400 | 10 | 6.6 | $1.5M | 49 | 6 |
| Barbershops | Not scored | Not scored | 4 | 2.6 | $3.1M | 162 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 2.6 | $538K | 79 | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 2.6 | $5.1M | 302 | 15 |
| Oil change and quick lube | Not scored | Not scored | 4 | 2.6 | $3.3M | 24 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 2.6 | $3M | 66 | 4 |
| Property management | Not scored | Not scored | 4 | 2.6 | Index only | 95 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 2.0 | $8.5M | 54 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 2.0 | $6.8M | 231 | 6 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 2.0 | $4M | 156 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 1.3 | $19.6M | Too few | 13 |
| Laundromats | Not scored | Not scored | 2 | 1.3 | $12.8M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.3 | $4.4M | Too few | 4 |
| Pest control | Not scored | Not scored | 1 | 0.7 | $20.3M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.7 | $15.3M | Too few | 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 | 9 |
Household spending in the Ada 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 | $13.3M | $880 | 92 |
| Gasoline and other fuels | $43.8M | $2,896 | 112 |
| Food away from home | $50.9M | $3,364 | 83 |
| Groceries | $85.8M | $5,667 | 90 |
| Personal care products and services | $12.2M | $809 | 80 |
| Child care and other personal services | $5.4M | $360 | 62 |
| Memberships, classes and admissions | $8.8M | $580 | 59 |
| Medical and dental services | $15.3M | $1,009 | 78 |
| Pets | $11.9M | $789 | 87 |
| Clothing, shoes and related services | $25.6M | $1,690 | 82 |
| Vehicle insurance | $37.6M | $2,486 | 127 |
| Home repairs, maintenance and insurance | $39.2M | $2,592 | 86 |
| Lawn care, cleaning and other household services | $20.3M | $1,339 | 95 |
| Rent and homeowner costs | $210.8M | $13,926 | 84 |
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 Ada area
- Population, 2025 estimate
- 38,528+1.2% since 2020
- Households
- 15,134
- Median age
- 38.1
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.9
- Land area
- 720 sq. mi.
- People per square mile
- 53
- Median household income
- $63,017+25.1% vs. 2015–2019, before inflation
- Average household income
- $80,010
- Median home value
- $175,400
- Jobs located here
- 20,048
- Daytime population
- 41,723Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Ada 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 Ada 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 Ada area 1
- Pontotoc County, OK38,235 people
Other markets based in Oklahoma 12
- Oklahoma City, OK metro area1,463,267 people
- Tulsa, OK metro area1,037,534 people
- Lawton, OK metro area127,310 people
- Enid, OK metro area62,146 people
- Stillwater, OK area82,972 people
- Shawnee, OK area73,463 people
- Muskogee, OK area66,444 people
- Bartlesville, OK area53,326 people
- Ardmore, OK area48,555 people
- Durant, OK area48,253 people
- Tahlequah, OK area47,942 people
- Ponca City, OK area43,625 people
Questions
How fast is the Ada, OK area growing?
Population estimates put the Ada area at 38,528 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 15,134 households. Median household income rose 25.1% from the 2015–2019 survey, before inflation.
How much do households in the Ada, OK area spend?
Households in the Ada area spend about $210.8M a year on rent and homeowner costs, $85.8M on groceries and $50.9M on food away from home. Set against the U.S., households in the Ada area spend the most on vehicle insurance (an index of 127, where 100 is the U.S. average) and the least on memberships, classes and admissions (59).
Which business types have the highest market scores in the Ada, OK area?
The highest Groundwork market scores in the Ada area are for sit-down restaurants (63), veterinarians (59) and spas and skin care studios (59). The Ada area ranks #131 of 538 scored small-town markets for sit-down restaurants.
How does the Ada, OK area compare with the U.S.?
The median household income in the Ada area is $63,017 a year, 22% below the U.S. median of $80,734. The population rose 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $175,400, against $332,700 for the U.S. For its number of households, the Ada area has the most map listings, relative to the U.S., for gas stations (94% above the U.S. rate) and the fewest for real estate agents and brokers (46% 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. 40 of the 56 business types have a score in the Ada 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 Ada 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 Oklahoma · Every U.S. market · How we measure
Screening a site or an acquisition in the Ada 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 Ada 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.