Small-town market profile · Oklahoma
Duncan, OK area market data
How the Duncan area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 44,310
- +3.4% since 2020
- Households
- 17,567
- Median household income
- $61,620
- +30.5% vs. 2015–2019, before inflation
- Median home value
- $145,300
- Jobs located here
- 15,578
- Highest market score
- 85
- Lawn, cleaning and pest control, #9 of 481 scored small-town markets
A site report maps the competitors on map listings around any address in the Duncan area by name and distance, and the households and spending within reach. Or open the report at the center of the Duncan 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 Duncan area has an estimated 44,310 people and 17,567 households. Population estimates show the Duncan area grew 3.4% from 2020 to 2025, in step with the U.S. (+3.1%). Median household income in the Duncan area is $61,620, 24% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.5%, before inflation.
Relative to the U.S., household spending in the Duncan area runs highest on vehicle insurance (an index of 133, where 100 is the U.S. average) and lowest on memberships, classes and admissions (61).
Of the business types scored in the Duncan area, lawn care, cleaning and pest control companies (85); real estate businesses (82); and real estate agents and brokers (80) have the highest Groundwork market scores. For lawn care, cleaning and pest control companies, that ranks #9 of 481 scored small-town markets.
The Duncan area is made up of one county, Stephens County. Against the U.S., map listings per household run highest for convenience stores (2.2 times the U.S. rate) and lowest for real estate agents and brokers (70% below the U.S. rate).
All 56 business types in the Duncan area
Highest Groundwork market score first. Each score compares the Duncan 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 |
|---|---|---|---|---|---|---|---|
| Lawn, cleaning and pest control | 85 | #9 of 481 | 7 | 4.0 | $3.4M | 201 | 16 |
| Real estate | 82 | #2 of 536 | 20 | 11.4 | Index only | 283 | 9 |
| Real estate agents and brokers | 80 | #8 of 533 | 16 | 9.1 | Index only | 281 | Under 3 |
| Coffee shops and cafes | 75 | #26 of 529 | 11 | 6.3 | $5.4M | 146 | 5 |
| Grocery stores | 72 | #62 of 506 | 11 | 6.3 | $9M | 97 | 4 |
| Tire shops | 72 | #64 of 431 | 5 | 2.8 | $3.3M | 131 | 3 |
| Funeral homes | 71 | #59 of 365 | 7 | 4.0 | $405K | 60 | 3 |
| Pet grooming and boarding | 68 | #61 of 387 | 7 | 4.0 | $2M | 78 | Under 3 |
| Restaurants and cafes | 68 | #97 of 538 | 151 | 86.0 | $393K | 106 | 63 |
| HVAC and plumbing | 63 | #102 of 476 | 7 | 4.0 | $6.5M | 137 | 21 |
| Bakeries and dessert shops | 63 | #115 of 507 | 14 | 8.0 | $4.2M | 102 | 5 |
| Chiropractors | 62 | #124 of 426 | 7 | 4.0 | $2.6M | 107 | 4 |
| Fast food and sandwich shops | 61 | #171 of 537 | 24 | 13.7 | $2.5M | 81 | 27 |
| Roofing and gutters | 60 | #85 of 288 | 6 | 3.4 | $7.6M | 90 | Under 3 |
| Pet businesses | 59 | #155 of 527 | 22 | 12.5 | $635K | 72 | 8 |
| Gas stations | 57 | #197 of 536 | 30 | 17.1 | $1.8M | 75 | 28 |
| Dentists and orthodontists | 57 | #208 of 526 | 14 | 8.0 | $1.3M | 130 | 10 |
| Collision repair and body shops | 56 | #143 of 387 | 6 | 3.4 | $2.7M | 89 | 5 |
| Nail salons | 56 | #155 of 387 | 7 | 4.0 | $2M | 122 | Under 3 |
| Physical therapy | 56 | #167 of 400 | 8 | 4.6 | $2.2M | 93 | 4 |
| Salons, barbers and spas | 55 | #216 of 538 | 69 | 39.3 | $206K | 97 | 6 |
| Sit-down restaurants | 55 | #217 of 538 | 85 | 48.4 | $698K | 105 | 31 |
| Barbershops | 54 | #168 of 377 | 7 | 4.0 | $2M | 108 | Under 3 |
| Hair salons | 54 | #236 of 538 | 41 | 23.3 | $347K | 81 | 3 |
| Home repair trades | 53 | #228 of 526 | 20 | 11.4 | $2.3M | 94 | 36 |
| Pizza | 53 | #229 of 520 | 19 | 10.8 | $3.1M | 61 | 27 |
| Insurance agencies | 53 | #241 of 537 | 45 | 25.6 | $1M | 81 | 18 |
| Grocery and convenience stores | 53 | #261 of 538 | 50 | 28.5 | $2M | 59 | 8 |
| Car washes and detailing | 52 | #205 of 441 | 8 | 4.6 | $2M | 81 | Under 3 |
| Spas and skin care | 52 | #225 of 504 | 13 | 7.4 | $1.1M | 125 | Under 3 |
| Electricians | 47 | #173 of 295 | 7 | 4.0 | $6.5M | 54 | 15 |
| Auto repair and car care | 47 | #309 of 538 | 84 | 47.8 | $195K | 73 | 24 |
| Convenience stores | 47 | #319 of 529 | 31 | 17.6 | $3.2M | 41 | 4 |
| Doctors, dentists and clinics | 43 | #339 of 538 | 100 | 56.9 | $179K | 117 | 61 |
| Auto repair shops | 43 | #356 of 538 | 53 | 30.2 | $309K | 70 | 18 |
| Gyms, studios and classes | 43 | #362 of 535 | 23 | 13.1 | $460K | 69 | 5 |
| Martial arts and dance studios | 42 | #247 of 378 | 7 | 4.0 | $1.5M | 75 | Under 3 |
| Veterinarians | 41 | #261 of 398 | 9 | 5.1 | $1.6M | 57 | 8 |
| Child care and preschools | 38 | #328 of 454 | 12 | 6.8 | $552K | 55 | 18 |
| Gyms | 36 | #405 of 506 | 15 | 8.5 | $705K | 54 | 5 |
| Clothing and shoe stores | 34 | #413 of 536 | 39 | 22.2 | $768K | 60 | 17 |
| Clothing, shoes and laundry | 33 | #424 of 536 | 51 | 29.0 | $588K | 67 | 20 |
| Primary care and pediatrics | 30 | #377 of 458 | 18 | 10.2 | $994K | 56 | 33 |
| Optometrists and eye care | 25 | #364 of 400 | 13 | 7.4 | $1.4M | 44 | 6 |
| Dry cleaners | Not scored | Not scored | 5 | 2.8 | $6M | 38 | 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 2.3 | $5.9M | 201 | 8 |
| Pet stores | Not scored | Not scored | 4 | 2.3 | $3.5M | 77 | Under 3 |
| Property management | Not scored | Not scored | 4 | 2.3 | Index only | 110 | 8 |
| Laundromats | Not scored | Not scored | 3 | 1.7 | $10M | 80 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.7 | $7.9M | 77 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $8.2M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.1 | $8.9M | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $10.6M | Too few | 5 |
| 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 | 8 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Duncan 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 | $16.4M | $932 | 97 |
| Gasoline and other fuels | $53.4M | $3,043 | 117 |
| Food away from home | $59.3M | $3,376 | 83 |
| Groceries | $99.3M | $5,650 | 89 |
| Personal care products and services | $14.2M | $809 | 81 |
| Child care and other personal services | $6.6M | $377 | 65 |
| Memberships, classes and admissions | $10.6M | $602 | 61 |
| Medical and dental services | $17.9M | $1,018 | 79 |
| Pets | $14M | $795 | 87 |
| Clothing, shoes and related services | $30M | $1,706 | 83 |
| Vehicle insurance | $45.8M | $2,606 | 133 |
| Home repairs, maintenance and insurance | $45.5M | $2,592 | 86 |
| Lawn care, cleaning and other household services | $23.6M | $1,343 | 95 |
| Rent and homeowner costs | $245.2M | $13,958 | 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 Duncan area
- Population, 2025 estimate
- 44,310+3.4% since 2020
- Households
- 17,567
- Median age
- 42.2
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.0
- Land area
- 870 sq. mi.
- People per square mile
- 50
- Median household income
- $61,620+30.5% vs. 2015–2019, before inflation
- Average household income
- $84,051
- Median home value
- $145,300
- Jobs located here
- 15,578
- Daytime population
- 41,720Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Duncan 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 Duncan 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 Duncan area 1
- Stephens County, OK43,551 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 Duncan, OK area growing?
Population estimates put the Duncan area at 44,310 people in 2025, up 3.4% since 2020, in step with the U.S. (+3.1%). It has 17,567 households. Median household income rose 30.5% from the 2015–2019 survey, before inflation.
How much do households in the Duncan, OK area spend?
Households in the Duncan area spend about $245.2M a year on rent and homeowner costs, $99.3M on groceries and $59.3M on food away from home. Set against the U.S., households in the Duncan area spend the most on vehicle insurance (an index of 133, where 100 is the U.S. average) and the least on memberships, classes and admissions (61).
Which business types have the highest market scores in the Duncan, OK area?
The highest Groundwork market scores in the Duncan area are for lawn care, cleaning and pest control companies (85); real estate businesses (82); and real estate agents and brokers (80). The Duncan area ranks #9 of 481 scored small-town markets for lawn care, cleaning and pest control companies.
How does the Duncan, OK area compare with the U.S.?
The median household income in the Duncan area is $61,620 a year, 24% below the U.S. median of $80,734. The population rose 3.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $145,300, against $332,700 for the U.S. For its number of households, the Duncan area has the most map listings, relative to the U.S., for convenience stores (2.2 times the U.S. rate) and the fewest for real estate agents and brokers (70% 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. 44 of the 56 business types have a score in the Duncan 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 Duncan 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.
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Screening a site or an acquisition in the Duncan 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 Duncan 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.