Wausau, WI · standard
ZIP Code 54401
Marathon County, Wisconsin - Census ACS demographics, housing tenure, and business patterns, benchmarked against every US ZIP.
- 30,702
- 142/sq mi High-density area
- $71,586
- Median income Near-median income area
- $196,700
- Median home value Near-median home value
- 30.9%
- Bachelor's or higher Above-average bachelor's attainment
National ZIP placement
Wausau pairs a below-median household income with below-median home values, in a rural, homeowner-dominated area.
- 49th pct
- household income, US ZIPs
- 43rd pct
- home value, US ZIPs
- 142
- people per sq mi
- 67%
- owner-occupied homes
Source: U.S. Census Bureau ACS 5-Year Estimates (2019–2023). Percentiles rank ZIP 54401 against every reporting US ZIP.
FHFA HPI release change
What changed in the latest House Price Index year
- FHFA House Price Index values in ZIP 54401 (Wausau, WI) rose +3.1% from 2023 to 2024. The all-transactions index moved from 189.9 in 2023 to 195.9 in 2024 (2000 = 100).
ZIP code 54401 is a densely settled ZIP (a standard USPS delivery area) in Wausau, Marathon County, Wisconsin, with 30,702 residents across 215.6 square miles, a density of 142 people per square mile, in the Chicago time zone.
ZIP 54401 lands in the middle-income range, with a median household income of $71,586 (8% below the average Wisconsin ZIP), while per-capita income is $38,525. The poverty rate is 12.1%, with unemployment at 3.4%; those measures add context to the income figure. Home values sit below the statewide ZIP benchmark: the median is $196,700 (21% below the average Wisconsin ZIP), and median rent is $1,018; owner occupancy is 67.0%.
A solid share of residents have a four-year degree: 30.9% of adults hold a bachelor's degree or higher, the median age is 40.6, and the average commute is 16 minutes. The page also surfaces 3 ZIP codes within roughly 10 miles and 6 more in Marathon County, so 54401 can be compared with both its immediate and county-level context.
Every figure on this page is sourced from the U.S. Census Bureau American Community Survey 5-Year Estimates (including median rent) and the FHFA House Price Index, no estimates, no proprietary scoring. Verify with Census →
Top industries in ZIP 54401
Top 5 sectors by establishment count in Wausau, WI
Which industries have the most business establishments in ZIP 54401.
- Health care and social assistance
Health care and social assistance
177 establishments
- Retail trade
Retail trade
141 establishments
- Accommodation and food services
Accommodation and food services
108 establishments
- Other services (except public administration)
Other services (except public administration)
104 establishments
- Finance and insurance
Finance and insurance
85 establishments
What this shows Establishment counts come from the Census ZIP Code Business Patterns program, which counts physical business locations rather than employees or revenue.
Source: U.S. Census Bureau, American Community Survey 5-Year Estimates + ZIP Code Business Patterns + FHFA HPI ACS demographics and median rent, ZBP business establishments, FHFA HPI for ZIP 54401, Wausau, WI · 2023 Census ACS 5-Year Estimates use a rolling 60-month sample for stable small-geography estimates; ZBP updated annually; FHFA HPI updated quarterly/annually.
Quick Facts
30,702
Population
215.6
Area (sq mi)
142
People / sq mi
Chicago
Time Zone
standard
ZIP Type
Who lives in ZIP 54401?
40.6
Median Age
51.3%
Male
48.7%
Female
8.5%
Foreign-Born
Hispanic or Latino is an ethnicity category from the Census Bureau and may overlap with other categories above.
Source: U.S. Census Bureau, ACS 5-Year Estimates (2023)
How much do residents earn?
$71,586
Median Household Income
-8% vs state ZIP avg
$38,525
Per Capita Income
12.1%
Poverty Rate
3.4%
Unemployment Rate
16.0 min
Mean Commute Time
How ZIP 54401 ranks nationally
Wausau, WI household income vs. every US ZIP code
Median household income, the full national distribution, with this ZIP marked
$71,586 49th percentile higher than 49% of 30,318 US ZIPs
Each bar is a $20K-wide band; taller bars hold more US ZIPs. The dashed line + filled bar mark this entry. Hover or tap any bar for its full count, share, and where it sits relative to this entry.
Source U.S. Census Bureau, ACS 5-Year Estimates · 2019–2023
Source: U.S. Census Bureau, ACS 5-Year Estimates (2023)
What is the education profile here?
Source: U.S. Census Bureau, ACS 5-Year Estimates (2023)
What does housing look like?
Housing stock: occupied vs vacant
14,288housing units
14,288
Total Housing Units
13,449
Occupied Units
839
Vacant Units
2.33
Avg Household Size
Occupancy Type
$196,700
Median Home Value
-21% vs state ZIP avg
$1,018
Median Rent
1975
Median Year Built
Source: U.S. Census Bureau, ACS 5-Year Estimates (2023)
How have home values changed over time?
FHFA House Price Index, annual appreciation data based on repeat sales and appraisals
+3.1%
YoY Change (2024)
196
HPI Index (2000 = 100)
+96%
Total Change Since 2000
Home values in ZIP 54401 have increased 3.1% over the past year (2024). Since 2000, this ZIP has seen +96% cumulative appreciation.
| Year | Annual Change | HPI Index |
|---|---|---|
| 2020 | +1.8% | 136 |
| 2021 | +10.6% | 150 |
| 2022 | +11.7% | 168 |
| 2023 | +13.1% | 190 |
| 2024 | +3.1% | 196 |
Source: Federal Housing Finance Agency (FHFA) House Price Index, All-Transactions, Five-Digit ZIP Codes (Developmental Index). Index base = 100 in year 2000. Data through 2024. ZIP codes with few transactions may show missing values.
What businesses operate in this ZIP?
Census Bureau data shows 1,027 business establishments in ZIP 54401, employing approximately 25,496 people with a combined annual payroll of $1,530,599,000.
1,027
Businesses
25,496
Employees
$1.5B
Annual Payroll
15
Industry Sectors
| Industry | Establishments | % of Total |
|---|---|---|
| Health care and social assistance | 177 | 17.2% |
| Retail trade | 141 | 13.7% |
| Accommodation and food services | 108 | 10.5% |
| Other services (except public administration) | 104 | 10.1% |
| Finance and insurance | 85 | 8.3% |
| Construction | 80 | 7.8% |
| Professional, scientific, and technical services | 59 | 5.7% |
| Administrative and support and waste management and remediation services | 55 | 5.4% |
| Wholesale trade | 54 | 5.3% |
| Manufacturing | 49 | 4.8% |
| Transportation and warehousing | 32 | 3.1% |
| Real estate and rental and leasing | 31 | 3.0% |
| Arts, entertainment, and recreation | 18 | 1.8% |
| Educational services | 17 | 1.7% |
| Information | 16 | 1.6% |
Source: U.S. Census Bureau, ZIP Code Business Patterns (ZBP), 2023. Employment figures may include noise for disclosure avoidance.
Nearby ZIP Codes
Want a side-by-side? Compare 54401 vs 54417 →
ZIP 54401 vs its nearest neighbors, by population
Resident population of this ZIP and the closest reporting ZIP codes within ~10 miles.
- 54401
Wausau (54401)
30,702 residents
- 54448 4,249
Marathon (54448)
4,249 residents
- 54474 4,019
Rothschild (54474)
4,019 residents
- 54417 46
Brokaw (54417)
46 residents
What this shows Among its immediate neighbors, ZIP 54401 ranks the most populous - useful context the national average alone can't give.
ZIP 54401 vs its nearest neighbors, by median income
Median household income of this ZIP and the closest reporting ZIP codes within ~10 miles.
- 54448
Marathon (54448)
$94,432 median income
- 54474
Rothschild (54474)
$81,635 median income
- 54401
Wausau (54401)
$71,586 median income
What this shows By household income, ZIP 54401 ranks #3 of 3 neighboring ZIPs, local affluence varies block to block, not just metro to metro.
Nationwide ZIPs with similar ACS profiles
Two Census-derived peer sets for ZIP 54401, both outside WI so the neighborhoods are not geographic containment (Nearby and same-county blocks stay local).
Similar population
Nearest cross-state ZIPs by resident population (30,702 here; floor ≥1,000).
Similar median household income
Nearest cross-state ZIPs by ACS median household income.
More ZIP Codes in Marathon County
Related Areas
Frequently Asked Questions
What county is ZIP code 54401 in?
ZIP code 54401 (Wausau) is located in Marathon County, Wisconsin. Marathon County contains multiple ZIP codes, see the full list at /counties/marathon-wi.
What is the population of ZIP code 54401?
ZIP code 54401 in Wausau, WI has a population of 30,702 according to the Census Bureau ACS 2023 estimates.
What is the median household income in ZIP 54401?
The median household income in ZIP 54401 is $71,586, which is 6% below the national average of $76,288.
What is the average home value in ZIP 54401?
The median home value in ZIP 54401 is $196,700, which is 29% below the national average of $278,155.
What is the demographic makeup of ZIP 54401?
The largest racial group in ZIP 54401 is White at 77.3%. Hispanic or Latino residents make up 4.9% of the population.
How many businesses are in ZIP code 54401?
ZIP code 54401 has 1,027 business establishments employing approximately 25,496 people, according to Census Bureau ZIP Code Business Patterns (ZBP) 2023 data.
What are the main industries in ZIP code 54401?
The top industries by establishment count in ZIP 54401 are: Health care and social assistance (177), Retail trade (141), Accommodation and food services (108). There are 15 industry sectors represented in total.
How have home values changed in ZIP code 54401?
According to the FHFA House Price Index, home values in ZIP 54401 increased by 3.1% in 2024. Since 2000, home values in this ZIP have appreciated by approximately 96%. This is a developmental index based on repeat sales and appraisal data from Fannie Mae and Freddie Mac.
What is the education level in ZIP code 54401?
In ZIP code 54401, 59.5% of residents aged 25+ have a high school diploma or higher, and 30.9% hold a bachelor's degree or higher. These figures come from the Census Bureau ACS 5-Year Estimates (2023).
What is the average commute time in ZIP 54401?
The mean commute time for workers in ZIP code 54401 is 16.0 minutes according to Census ACS data. The national average is roughly 26 minutes, so commuters here spend less time traveling to work than typical.
What percentage of residents own vs. rent in ZIP 54401?
In ZIP code 54401, approximately 67.0% of occupied housing units are owner-occupied and 33.0% are renter-occupied, based on Census ACS 2023 data.
What is the poverty rate in ZIP code 54401?
The poverty rate in ZIP code 54401 is 12.1% according to Census Bureau ACS 2023 estimates. This measures the percentage of the population living below the federal poverty threshold.
Related
Take this with you
What to do with ZIP 54401's numbers, next.
- See how ZIP 54401 compares to a neighboring ZIP code on the same Census fields Compare this ZIP
- Check where Wausau, WI ranks among every U.S. ZIP code on income, education, or homeownership View national rankings
- Save this ZIP to your shortlist to track alongside others you're considering View your shortlist
ZIP Code Tabulation Areas (ZCTAs) are Census Bureau approximations of USPS ZIP codes; figures describe the ZCTA area, not any single address within it.