Metro area profile · West Virginia
Morgantown, WV metro area market data
How the Morgantown metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 141,995
- +1.3% since 2020
- Households
- 57,438
- Median household income
- $64,640
- +23.5% vs. 2015–2019, before inflation
- Median home value
- $233,000
- Jobs located here
- 71,588
- Highest market score
- 76
- Lawn, cleaning and pest control, #23 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Morgantown metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Morgantown metro 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 Morgantown metro area has an estimated 141,995 people and 57,438 households. Population estimates show the Morgantown metro area grew 1.3% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Morgantown metro area is $64,640, 20% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.5%, before inflation.
Relative to the U.S., household spending in the Morgantown metro area runs highest on vehicle insurance (an index of 117, where 100 is the U.S. average) and lowest on memberships, classes and admissions (71).
Of the business types scored in the Morgantown metro area, lawn care, cleaning and pest control companies (76); insurance agencies (72); and veterinarians (71) have the highest Groundwork market scores. For lawn care, cleaning and pest control companies, that ranks #23 of 387 scored metro areas.
The Morgantown metro area takes in 2 counties: Monongalia County and Preston County. Against the U.S., map listings per household run highest for pizza places (59% above the U.S. rate) and lowest for chiropractors (52% below the U.S. rate).
All 56 business types in the Morgantown metro area
Highest Groundwork market score first. Each score compares the Morgantown metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Lawn, cleaning and pest control | 76 | #23 of 387 | 35 | 6.1 | $2.3M | 139 | 66 |
| Insurance agencies | 72 | #67 of 387 | 69 | 12.0 | $1.9M | 151 | 39 |
| Veterinarians | 71 | #54 of 384 | 15 | 2.6 | $3.3M | 121 | 10 |
| Electricians | 68 | #52 of 383 | 10 | 1.7 | $15.8M | 132 | 26 |
| Pet businesses | 67 | #69 of 387 | 52 | 9.1 | $949K | 108 | 22 |
| Landscaping and lawn care | 67 | #96 of 385 | 28 | 4.9 | $2.9M | 100 | 36 |
| Home repair trades | 66 | #65 of 387 | 55 | 9.6 | $2.9M | 118 | 76 |
| Chiropractors | 66 | #74 of 386 | 15 | 2.6 | $4.1M | 172 | 10 |
| Pet grooming and boarding | 64 | #89 of 386 | 18 | 3.1 | $2.7M | 108 | 8 |
| Real estate agents and brokers | 62 | #77 of 387 | 93 | 16.2 | Index only | 166 | 44 |
| Spas and skin care | 61 | #84 of 387 | 37 | 6.4 | $1.3M | 152 | 10 |
| Mortgage brokers and lenders | 61 | #90 of 373 | 15 | 2.6 | Index only | 143 | 5 |
| Optometrists and eye care | 61 | #98 of 386 | 17 | 3.0 | $3.6M | 116 | 6 |
| Real estate | 60 | #91 of 387 | 128 | 22.3 | Index only | 151 | 89 |
| HVAC and plumbing | 60 | #113 of 387 | 32 | 5.6 | $4.9M | 104 | 39 |
| Roofing and gutters | 60 | #113 of 381 | 13 | 2.3 | $12.2M | 144 | 11 |
| Primary care and pediatrics | 59 | #128 of 387 | 24 | 4.2 | $2.6M | 144 | 65 |
| Child care and preschools | 55 | #165 of 387 | 26 | 4.5 | $984K | 98 | 28 |
| Grocery and convenience stores | 54 | #177 of 387 | 107 | 18.6 | $3.1M | 92 | 18 |
| Doctors, dentists and clinics | 53 | #166 of 387 | 378 | 65.8 | $163K | 107 | 149 |
| Clothing, shoes and laundry | 53 | #180 of 387 | 106 | 18.5 | $992K | 113 | 44 |
| Grocery stores | 53 | #185 of 387 | 35 | 6.1 | $9.6M | 103 | 14 |
| Barbershops | 50 | #191 of 387 | 21 | 3.7 | $2.3M | 124 | 3 |
| Property management | 49 | #197 of 374 | 14 | 2.4 | Index only | 108 | 26 |
| Pet stores | 49 | #199 of 382 | 12 | 2.1 | $4.1M | 91 | 4 |
| Nail salons | 48 | #211 of 387 | 33 | 5.7 | $1.5M | 89 | 3 |
| Clothing and shoe stores | 47 | #219 of 387 | 77 | 13.4 | $1.4M | 107 | 44 |
| Salons, barbers and spas | 47 | #226 of 387 | 221 | 38.5 | $223K | 105 | 47 |
| Gas stations | 46 | #220 of 387 | 52 | 9.1 | $3M | 124 | 69 |
| Coffee shops and cafes | 46 | #225 of 387 | 53 | 9.2 | $3.9M | 106 | 31 |
| Collision repair and body shops | 45 | #233 of 381 | 16 | 2.8 | $3M | 98 | 10 |
| Convenience stores | 45 | #234 of 387 | 61 | 10.6 | $5.5M | 70 | 4 |
| Auto repair and car care | 45 | #242 of 387 | 197 | 34.3 | $244K | 91 | 66 |
| Laundromats | 44 | #213 of 364 | 8 | 1.4 | $13.1M | 105 | Under 3 |
| Dentists and orthodontists | 44 | #237 of 387 | 61 | 10.6 | $1M | 103 | 44 |
| Car washes and detailing | 44 | #246 of 387 | 22 | 3.8 | $2.2M | 87 | 7 |
| Auto repair shops | 43 | #260 of 387 | 118 | 20.5 | $408K | 92 | 47 |
| Tire shops | 42 | #249 of 386 | 21 | 3.7 | $2.3M | 91 | 8 |
| Bakeries and dessert shops | 41 | #270 of 387 | 51 | 8.9 | $4.1M | 98 | 34 |
| Martial arts and dance studios | 36 | #325 of 387 | 30 | 5.2 | $1.3M | 66 | 9 |
| Hair salons | 36 | #328 of 387 | 128 | 22.3 | $384K | 89 | 30 |
| Physical therapy | 31 | #334 of 386 | 35 | 6.1 | $1.8M | 73 | 21 |
| Fast food and sandwich shops | 28 | #325 of 387 | 90 | 15.7 | $2.3M | 76 | 129 |
| Sit-down restaurants | 27 | #356 of 387 | 353 | 61.5 | $588K | 89 | 117 |
| Home inspectors | 26 | #231 of 243 | 6 | 1.0 | Index only | 53 | Under 3 |
| Restaurants and cafes | 26 | #349 of 387 | 652 | 113.5 | $318K | 86 | 278 |
| Gyms, studios and classes | 26 | #375 of 387 | 90 | 15.7 | $446K | 67 | 31 |
| Gyms | 25 | #369 of 387 | 43 | 7.5 | $933K | 72 | 22 |
| Funeral homes | 22 | #353 of 377 | 16 | 2.8 | $409K | 60 | 8 |
| Pizza | 21 | #369 of 387 | 73 | 12.7 | $2.8M | 56 | 129 |
| Yoga, Pilates and fitness studios | 19 | #347 of 347 | 17 | 3.0 | $2.4M | 58 | 22 |
| Dry cleaners | Not scored | Not scored | 4 | 0.7 | $26.3M | 168 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 0.7 | $12M | 88 | Under 3 |
| Pest control | Not scored | Not scored | 4 | 0.7 | $20.4M | 200 | 3 |
| House cleaning | Not scored | Not scored | 3 | 0.5 | $27.3M | 426 | 27 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.3 | $30.9M | Too few | 3 |
Household spending in the Morgantown metro 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 | $48.1M | $837 | 87 |
| Gasoline and other fuels | $154.2M | $2,685 | 103 |
| Food away from home | $207.4M | $3,612 | 89 |
| Groceries | $334.8M | $5,829 | 92 |
| Personal care products and services | $49.2M | $857 | 85 |
| Child care and other personal services | $25.6M | $446 | 77 |
| Memberships, classes and admissions | $40.1M | $698 | 71 |
| Medical and dental services | $61.7M | $1,074 | 83 |
| Pets | $49.3M | $859 | 94 |
| Clothing, shoes and related services | $105.1M | $1,830 | 89 |
| Vehicle insurance | $131.2M | $2,283 | 117 |
| Home repairs, maintenance and insurance | $158.2M | $2,754 | 91 |
| Lawn care, cleaning and other household services | $81.8M | $1,424 | 101 |
| Rent and homeowner costs | $839.5M | $14,615 | 88 |
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 Morgantown metro area
- Population, 2025 estimate
- 141,995+1.3% since 2020
- Households
- 57,438
- Median age
- 37.8
- Homes lived in by their owners
- 63%
- Vehicles per household
- 1.7
- Land area
- 1,009 sq. mi.
- People per square mile
- 140
- Median household income
- $64,640+23.5% vs. 2015–2019, before inflation
- Average household income
- $92,746
- Median home value
- $233,000
- Jobs located here
- 71,588
- Daytime population
- 156,475Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Morgantown metro area?
These figures cover the whole metro area. 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 Morgantown metro 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 Morgantown metro area 2
- Monongalia County, WV107,163 people
- Preston County, WV34,160 people
Other markets based in West Virginia 10
- Huntington-Ashland, WV-KY-OH metro area370,729 people
- Charleston, WV metro area205,398 people
- Wheeling, WV-OH metro area136,920 people
- Weirton-Steubenville, WV-OH metro area114,754 people
- Beckley, WV metro area112,714 people
- Parkersburg-Vienna, WV metro area88,460 people
- Bluefield, WV-VA area98,187 people
- Clarksburg, WV area89,182 people
- Fairmont, WV area55,909 people
- Elkins, WV area27,576 people
Questions
How fast is the Morgantown, WV metro area growing?
Population estimates put the Morgantown metro area at 141,995 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 57,438 households. Median household income rose 23.5% from the 2015–2019 survey, before inflation.
How much do households in the Morgantown, WV metro area spend?
Households in the Morgantown metro area spend about $839.5M a year on rent and homeowner costs, $334.8M on groceries and $207.4M on food away from home. Set against the U.S., households in the Morgantown metro area spend the most on vehicle insurance (an index of 117, where 100 is the U.S. average) and the least on memberships, classes and admissions (71).
Which business types have the highest market scores in the Morgantown, WV metro area?
The highest Groundwork market scores in the Morgantown metro area are for lawn care, cleaning and pest control companies (76); insurance agencies (72); and veterinarians (71). The Morgantown metro area ranks #23 of 387 scored metro areas for lawn care, cleaning and pest control companies.
How does the Morgantown, WV metro area compare with the U.S.?
The median household income in the Morgantown metro area is $64,640 a year, 20% below the U.S. median of $80,734. The population rose 1.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $233,000, against $332,700 for the U.S. For its number of households, the Morgantown metro area has the most map listings, relative to the U.S., for pizza places (59% above the U.S. rate) and the fewest for chiropractors (52% 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. 51 of the 56 business types have a score in the Morgantown metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Morgantown metro 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 West Virginia · Every U.S. market · How we measure
Screening a site or an acquisition in the Morgantown metro 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 Morgantown metro 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.