A data profile of the people who buy, follow and care about Do it yourself (DIY) in Brazil — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 14,608,456 people in Brazil.
The average Do it yourself (DIY) fan in Brazil is 43.6 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 Lowe's, DIY Network, Botafogo, with strongest over-indexing on Lowe's (51.78× the country average).
Demographically, the Do it yourself (DIY) audience skews more female with an average age of 43.6, and over-indexes on personality traits such as DIY Mentality, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in Brazil is more female, around 43.6 years old, with strong DIY Mentality tendencies and a notable affinity for Lowe's.
The key figures that characterise the Do it yourself (DIY) profile in Brazil.
66.9% are female, 33.1% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 66.9% |
| Male | 33.1% |
| Average age | 43.6 |
| Estimated audience size | 14,608,456 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 29% |
of the worldwide Do it yourself (DIY) audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Paraíba | ~300K | 1.12× | |
| 02 | Ceará | ~700K | 1.07× | |
| 03 | Goiás | ~600K | 1.06× | |
| 04 | Federal District | ~300K | 1.06× | |
| 05 | Rio Grande do Sul | ~900K | 1.05× | |
| 06 | Santa Catarina | ~700K | 1.04× | |
| 07 | Amazonas | ~300K | 1.04× | |
| 08 | Paraná | ~900K | 1.03× | |
| 09 | Bahia | ~1M | 1.01× | |
| 10 | Mato Grosso | ~300K | 1.01× | |
| 11 | Maranhão | ~400K | 1.00× | |
| 12 | Rio Grande do Norte | ~200K | 1.00× | |
| 13 | Alagoas | ~200K | 1.00× | |
| 14 | Mato Grosso do Sul | ~200K | 1.00× | |
| 15 | Sergipe | ~200K | 1.00× | |
| 16 | Minas Gerais | ~1.5M | 0.99× | |
| 17 | Rio de Janeiro | ~1.5M | 0.99× | |
| 18 | Pernambuco | ~700K | 0.99× | |
| 19 | Pará | ~500K | 0.99× | |
| 20 | Espírito Santo | ~300K | 0.99× | |
| 21 | São Paulo | ~3.5M | 0.92× | |
| 22 | Piauí | 0.00× | ||
| 23 | Acre | 0.00× | ||
| 24 | Rondônia | 0.00× | ||
| 25 | Amapá | 0.00× | ||
| 26 | Tocantins | 0.00× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | DIY Network | Movies & TV | 66.59× | ||
| 02 | Lowe's | Shopping | 51.78× | ||
| 03 | Camas, Seville | Travel & Leisure | 35.13× | ||
| 04 | DIY Projects | Home & Garden | 14.36× | ||
| 05 | Multi-tool | Home & Garden | 13.95× | ||
| 06 | Energy industry | Business & Career | 13.91× | ||
| 07 | Shopping cart | Fashion & Accessoires | 12.36× | ||
| 08 | Major appliance | Home & Garden | 10.30× | ||
| 09 | Cutting tool (machining) | Home & Garden | 7.84× | ||
| 10 | Wearable technology | Technology & Electronics | 6.45× | ||
| 11 | Hand tool | Home & Garden | 6.30× | ||
| 12 | Wrench | Home & Garden | 6.25× | ||
| 13 | Makita | Home & Garden | 5.45× | ||
| 14 | Machine tool | Home & Garden | 4.55× | ||
| 15 | Pattern (sewing) | Home & Garden | 4.53× | ||
| 16 | Sewing machine | Home & Garden | 3.34× | ||
| 17 | Household | Home & Garden | 3.11× | ||
| 18 | Stitches (store) | Fashion & Accessoires | 2.70× | ||
| 19 | Botafogo | Sports | 2.13× | ||
| 20 | Home Appliances | Home & Garden | 2.04× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 3.20× | |
| Individualism | JOY | 1.76× | |
| Early Adopter Mentality | POWER | 1.75× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.90× | |
| Tradition | CONSERVATISM | 0.98× | |
| Spirituality | BALANCE | 0.99× |
Do it yourself (DIY) has an estimated audience of 14,608,456 people in Brazil, concentrated in São Paulo and Minas Gerais.
66.9% of Do it yourself (DIY) fans are female, 33.1% are male, with an average age of 43.6 years.
Do it yourself (DIY) fans show strongest brand affinity for Lowe's (51.78×), DIY Network (66.59×), and Botafogo (2.13×) over the country average.
Do it yourself (DIY) fans in Brazil are most concentrated in São Paulo (reach ~3.5M), Minas Gerais (reach ~1.5M), and Rio de Janeiro (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on DIY Network (66.59×), Botafogo (2.13×), Multi-tool (13.95×), and Camas, Seville (35.13×) 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 Do it yourself (DIY). 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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