Department store Audience in Brazil
Department store has an estimated audience of 9,674,810 people in Brazil. 69.2% are female, 30.8% are male, average age 41.2. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Casas Bahia, Carrefour, Hypermarket, Deal of the day, Price.
The average Department store fan in Brazil is 41.2 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities include Casas Bahia, Carrefour, Hypermarket, with strongest over-indexing on Casas Bahia (1.65× the country average). Demographically, the Department store audience skews more female with an average age of 41.2, 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.
Category: Shopping · Type: Touchpoint
Demographics of Department store fans
| Metric | Value |
|---|---|
| Female | 69.2% |
| Male | 30.8% |
| Average age | 41.2 |
| Estimated audience size | 9,674,810 |
Audience persona
The typical Department store fan in Brazil is more female, around 41.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Casas Bahia.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 3,081,682 | 1.22× |
| Rio de Janeiro | 1,055,284 | 1.16× |
| Minas Gerais | 839,296 | 0.84× |
| Paraná | 522,588 | 0.88× |
| Rio Grande do Sul | 497,096 | 0.87× |
| Santa Catarina | 446,324 | 1.01× |
| Goiás | 398,733 | 1.08× |
| Bahia | 361,889 | 0.57× |
| Pernambuco | 331,999 | 0.75× |
| Ceará | 295,560 | 0.7× |
| Pará | 207,034 | 0.66× |
| Federal District | 196,549 | 1.22× |
| Maranhão | 165,185 | 0.68× |
| Paraíba | 161,964 | 0.83× |
| Mato Grosso | 159,985 | 0.88× |
| Espírito Santo | 150,880 | 0.75× |
| Amazonas | 146,995 | 0.88× |
| Rio Grande do Norte | 142,466 | 0.88× |
| Alagoas | 116,833 | 0.83× |
| Rondônia | 114,332 | 1.42× |
| Mato Grosso do Sul | 96,315 | 0.68× |
| Piauí | 96,113 | 0.72× |
| Sergipe | 86,166 | 0.85× |
| Roraima | 66,203 | 2.42× |
| Tocantins | 58,117 | 0.91× |
| Acre | 56,349 | 1.67× |
| Amapá | 56,232 | 1.64× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Casas Bahia | 1.65× | Shopping |
| Carrefour | 1.82× | Shopping |
| Hypermarket | 1.88× | Shopping |
| Deal of the day | 1.85× | Shopping |
| Price | 1.52× | Shopping |
| O Boticário | 1.51× | Shopping |
| Riachuelo | 1.75× | Shopping |
| Arezzo | 1.57× | Travel & Leisure |
| Lojas Renner | 1.79× | Fashion & Accessoires |
| Coupons | 1.54× | Shopping |
| Discount stores | 1.51× | Shopping |
| Andressa Urach | 1.56× | Fashion & Accessoires |
| Lojas Americanas | 1.75× | Shopping |
| Shopee | 1.52× | Shopping |
| Discounts and allowances | 1.78× | Shopping |
| Dafiti | 1.55× | Fashion & Accessoires |
| Child development | 1.5× | Business & Career |
| Skirt | 1.51× | Fashion & Accessoires |
| Sandal | 1.66× | Fashion & Accessoires |
| Buscapé | 1.71× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.65 |
| Creativity | OPEN | 1.52 |
| Family Orientation | CONSERVATISM | 1.2 |
| Healthy Lifestyle | BALANCE | 1.14 |
| Design Affinity | PREMIUM | 1.13 |
| Pet Ownership | JOY | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.6% |
| China | 12.0% |
| Japan | 11.9% |
See Department store audiences in other countries
- Department store — Germany
- Department store — United States
- Department store — United Kingdom
- Department store — France
- Department store — Italy
- Department store — Spain
- Department store — Japan
- Department store — South Korea
- Department store — India
- Department store — Canada
- Department store — Mexico
More Shopping audiences in Brazil
- Shopping malls (22,748,402)
- Gastronomy (20,249,256)
- Parties (20,131,099)
- Beauty salons (18,998,549)
- Supermarket (17,195,585)
Frequently asked questions
How many fans does Department store have in Brazil?
Department store has an estimated audience of 9,674,810 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Department store fans?
69.2% of Department store fans are female, 30.8% are male, with an average age of 41.2 years.
Which brands do Department store fans like most?
Department store fans show strongest brand affinity for Casas Bahia (1.65×), Carrefour (1.82×), and Hypermarket (1.88×) over the country average.
Where do Department store fans live in Brazil?
Department store fans in Brazil are most concentrated in São Paulo (reach 3,081,682), Rio de Janeiro (reach 1,055,284), and Minas Gerais (reach 839,296). These three regions account for the largest share of the active audience.
What other brands do Department store fans also like?
Beyond Department store itself, the audience over-indexes on Carrefour (1.82×), Hypermarket (1.88×), Deal of the day (1.85×), and Price (1.52×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Department store. 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.
About this audience profile
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.