A data profile of the people who buy, follow and care about Cyber Monday in Brazil — modelled from more than twelve digital signal sources. Cyber Monday has an estimated audience of 3,523,902 people in Brazil.
The average Cyber Monday fan in Brazil is 41.4 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include G&L Musical Instruments, Black Friday (shopping), Barbie, with strongest over-indexing on G&L Musical Instruments (18.32× the country average).
Demographically, the Cyber Monday audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Cyber Monday fan in Brazil is more female, around 41.4 years old, with strong Price Sensitivity tendencies and a notable affinity for G&L Musical Instruments.
The key figures that characterise the Cyber Monday profile in Brazil.
67.2% are female, 32.8% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 67.2% |
| Male | 32.8% |
| Average age | 41.4 |
| Estimated audience size | 3,523,902 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 23% |
of the worldwide Cyber Monday audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 33.1% |
| United Kingdom | 7.2% |
| Italy | 6.2% |
Where the Cyber Monday audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~1.5M | 1.54× | |
| 02 | Santa Catarina | ~200K | 1.49× | |
| 03 | Federal District | ~80K | 1.36× | |
| 04 | Rio de Janeiro | ~400K | 1.24× | |
| 05 | Rio Grande do Sul | ~200K | 1.14× | |
| 06 | Minas Gerais | ~400K | 1.13× | |
| 07 | Paraná | ~200K | 1.09× | |
| 08 | Espírito Santo | ~80K | 1.06× | |
| 09 | Amapá | ~10K | 1.02× | |
| 10 | Roraima | ~10K | 1.02× | |
| 11 | Pernambuco | ~200K | 1.01× | |
| 12 | Mato Grosso | ~70K | 1.00× | |
| 13 | Sergipe | ~40K | 1.00× | |
| 14 | Acre | ~10K | 1.00× | |
| 15 | Rondônia | ~30K | 0.98× | |
| 16 | Rio Grande do Norte | ~60K | 0.96× | |
| 17 | Paraíba | ~70K | 0.95× | |
| 18 | Alagoas | ~50K | 0.95× | |
| 19 | Tocantins | ~20K | 0.94× | |
| 20 | Ceará | ~100K | 0.92× | |
| 21 | Mato Grosso do Sul | ~50K | 0.92× | |
| 22 | Goiás | ~100K | 0.91× | |
| 23 | Piauí | ~40K | 0.91× | |
| 24 | Amazonas | ~50K | 0.90× | |
| 25 | Bahia | ~200K | 0.88× | |
| 26 | Maranhão | ~80K | 0.86× | |
| 27 | Pará | ~90K | 0.80× |
The strongest cross-interests of the Cyber Monday audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | G&L Musical Instruments | Music & Radio | 18.32× | ||
| 02 | Discount card | Shopping | 9.24× | ||
| 03 | Buy one, get one free | Shopping | 6.98× | ||
| 04 | Jackie Chan | Movies & TV | 5.31× | ||
| 05 | Purchase discount | Shopping | 4.98× | ||
| 06 | Black Friday (shopping) | Shopping | 3.16× | ||
| 07 | Discounts and allowances | Shopping | 2.87× | ||
| 08 | Buscapé | Shopping | 2.62× | ||
| 09 | Dafiti | Fashion & Accessoires | 2.34× | ||
| 10 | Barbie | Movies & TV | 2.13× | ||
| 11 | Coupons | Shopping | 2.12× | ||
| 12 | Discount stores | Shopping | 2.11× | ||
| 13 | Carrefour | Shopping | 2.09× | ||
| 14 | Hypermarket | Shopping | 1.96× | ||
| 15 | Deal of the day | Shopping | 1.95× | ||
| 16 | Sales promotion | Shopping | 1.82× | ||
| 17 | Price | Shopping | 1.66× | ||
| 18 | Infant | Kids & Family | 1.64× | ||
| 19 | Shopping malls | Shopping | 1.57× | ||
| 20 | Woman | Kids & Family | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 4.74× | |
| Creativity | OPEN | 1.35× | |
| Community Orientation | OPEN | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.91× | |
| Pet Ownership | JOY | 0.94× | |
| Risk Appetite | THRILL | 0.95× |
Cyber Monday has an estimated audience of 3,523,902 people in Brazil, concentrated in São Paulo and Minas Gerais.
67.2% of Cyber Monday fans are female, 32.8% are male, with an average age of 41.4 years.
Cyber Monday fans show strongest brand affinity for G&L Musical Instruments (18.32×), Black Friday (shopping) (3.16×), and Barbie (2.13×) over the country average.
Cyber Monday fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~400K), and Rio de Janeiro (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Cyber Monday itself, the audience over-indexes on Black Friday (shopping) (3.16×), Barbie (2.13×), Discount card (9.24×), and Jackie Chan (5.31×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Cyber Monday. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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