February 11th is National Latte Day. The coffee shop staple made of espresso and a generous amount of steamed milk is practically ubiquitous with a pick-me-up. However, when it comes to Americans’ favorite coffee drink, just 9% say that a latte is theirs, compared to other coffee beverages like iced coffee, espresso, and cappuccinos (among coffee drinkers).  

Those who prefer a latte tend to skew female. They’re most likely to be in middle and high income households, and fall between the ages of 30 and 64. Of course, these demographic insights are just a first taste of what sets latte fans apart from fans of other coffee-based beverages. 

Here’s the data you need to know about people who prefer lattes versus those who prefer other coffee options on the menu: 

Time Keeping: While nearly half of latte fans (52%) say they understand military time ‘very well,’ roughly one in three cappuccino fans (34%) say the same. 

Splurges: Splurges: Latte fans are the most likely coffee drinkers to say they splurge on physical items (53%) compared to experiences, notably 14 percentage points higher than espresso fans.

Travel Experience: While 65% of latte fans have been overseas once or more, just 57% of iced coffee fans say the same. 

Social Trends: Latte fans are the most likely coffee drinkers to say they feel comfortable being alone (80%), outpacing cappuccino fans by 15 points.

Restaurant Preferences: Latte fans are the most likely to eat at independent/local restaurants compared to other coffee drinkers (but are tied with those who drink black coffee).

Latte fans may not be the largest group in the coffee shop, but what they lack in numbers, they make up for with unique perspectives on everything from how they tell time to how they splurge, all of which makes them stand out in their own ways.

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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.