Demographics of Home Genetic Testing Users

• As at 2018, Ancestory.com was only able to break down a person's origins between Europe, Africa and Asia, therefore it follows that most customers are from these regions.
• According to a 2017 research paper based on a study of 1,648 users of 23andMe and Pathway Genomics, the majority of participants were middle-aged with an average age of 47.8 years.
• Additionally, the majority of survey participants were white (90%) and female (60.4%). Prior research studies have suggested a higher interest in Direct to Customer genetic testing among these demographic groups.
•  77% of the survey participants had at least a college degree while 22.1% had educational qualifications that were lower than a college degree.

Psychographics of Home Genetic Testing Users

• With respect to lifestyle, the 2017 research study showed that when compared to the general population, study participants were less likely to be overweight or obese (55.7% compared to 63.4%) or current smokers (8.6% compared to 19.6%).
• As one would expect, most survey participants were very interested in ancestory (73.7%), followed by traits (72.2%).
• Additionally, survey participants were very interested in learning about their risk to heart disease (67.8%), breast cancer (66.9%, women only) and Alzheimer disease (66.3%).