Do it yourself (DIY) Audience in Brazil
Do it yourself (DIY) has an estimated audience of 14,608,456 people in Brazil. 66.9% are female, 33.1% are male, average age 43.6. Top regions: Minas Gerais, Rio Grande do Sul, São Paulo. Top brand affinities: Lowe's, Botafogo, DIY Network, Multi-tool, Camas, Seville.
The average Do it yourself (DIY) fan in Brazil is 43.6 years old, more female, and lives primarily in Minas Gerais. The audience is concentrated in Minas Gerais, Rio Grande do Sul, São Paulo. Top brand affinities include Lowe's, Botafogo, DIY Network, 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 Creativity, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Do it yourself (DIY) fans
| Metric | Value |
|---|---|
| Female | 66.9% |
| Male | 33.1% |
| Average age | 43.6 |
| Estimated audience size | 14,608,456 |
Audience persona
The typical Do it yourself (DIY) fan in Brazil is more female, around 43.6 years old, with strong Creativity tendencies and a notable affinity for Lowe's.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| Minas Gerais | 1,298,599 | 0.86× |
| Rio Grande do Sul | 1,296,966 | 1.5× |
| São Paulo | 1,249,008 | 0.33× |
| Ceará | 1,191,765 | 1.86× |
| Paraná | 1,176,107 | 1.32× |
| Rio de Janeiro | 1,175,059 | 0.86× |
| Bahia | 1,148,235 | 1.19× |
| Goiás | 1,002,252 | 1.8× |
| Santa Catarina | 962,203 | 1.44× |
| Paraíba | 940,425 | 3.2× |
| Amazonas | 547,124 | 2.16× |
| Federal District | 483,577 | 1.99× |
| Pernambuco | 481,930 | 0.72× |
| Mato Grosso | 374,572 | 1.37× |
| Maranhão | 307,413 | 0.84× |
| Rio Grande do Norte | 287,228 | 1.18× |
| Espírito Santo | 221,230 | 0.73× |
| Alagoas | 157,032 | 0.74× |
| Sergipe | 148,903 | 0.98× |
| Pará | 147,319 | 0.31× |
| Mato Grosso do Sul | 137,069 | 0.64× |
| Piauí | None× | |
| Acre | None× | |
| Rondônia | None× | |
| Tocantins | None× | |
| Amapá | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lowe's | 51.78× | Shopping |
| Botafogo | 2.13× | Sports |
| DIY Network | 66.59× | Movies & TV |
| Multi-tool | 13.95× | Home & Garden |
| Camas, Seville | 35.13× | Travel & Leisure |
| Hand tool | 6.3× | Home & Garden |
| Shopping cart | 12.36× | Fashion & Accessoires |
| Wrench | 6.25× | Home & Garden |
| Major appliance | 10.3× | Home & Garden |
| Pattern (sewing) | 4.53× | Home & Garden |
| DIY Projects | 14.36× | Home & Garden |
| Makita | 5.45× | Home & Garden |
| Household | 3.11× | Home & Garden |
| Wearable technology | 6.45× | Technology & Electronics |
| Sewing machine | 3.34× | Home & Garden |
| Energy industry | 13.91× | Business & Career |
| Stitches (store) | 2.7× | Fashion & Accessoires |
| Machine tool | 4.55× | Home & Garden |
| Home Appliances | 2.04× | Home & Garden |
| Cutting tool (machining) | 7.84× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.82 |
| Design Affinity | PREMIUM | 1.75 |
| DIY Mentality | THRILL | 1.49 |
| Mindfulness | BALANCE | 1.46 |
| Family Orientation | CONSERVATISM | 1.46 |
| Need for Security | CONSERVATISM | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
See Do it yourself (DIY) audiences in other countries
- Do it yourself (DIY) — Germany
- Do it yourself (DIY) — United States
- Do it yourself (DIY) — United Kingdom
- Do it yourself (DIY) — France
- Do it yourself (DIY) — Italy
- Do it yourself (DIY) — Spain
- Do it yourself (DIY) — Japan
- Do it yourself (DIY) — South Korea
- Do it yourself (DIY) — India
- Do it yourself (DIY) — Canada
- Do it yourself (DIY) — Mexico
More Lifestyle cluster audiences in Brazil
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
- Shopping (37,669,704)
Frequently asked questions
How many fans does Do it yourself (DIY) have in Brazil?
Do it yourself (DIY) has an estimated audience of 14,608,456 people in Brazil, concentrated in Minas Gerais and Rio Grande do Sul.
What is the gender split and age of Do it yourself (DIY) fans?
66.9% of Do it yourself (DIY) fans are female, 33.1% are male, with an average age of 43.6 years.
Which brands do Do it yourself (DIY) fans like most?
Do it yourself (DIY) fans show strongest brand affinity for Lowe's (51.78×), Botafogo (2.13×), and DIY Network (66.59×) over the country average.
Where do Do it yourself (DIY) fans live in Brazil?
Do it yourself (DIY) fans in Brazil are most concentrated in Minas Gerais (reach 1,298,599), Rio Grande do Sul (reach 1,296,966), and São Paulo (reach 1,249,008). These three regions account for the largest share of the active audience.
What other brands do Do it yourself (DIY) fans also like?
Beyond Do it yourself (DIY) itself, the audience over-indexes on Botafogo (2.13×), DIY Network (66.59×), Multi-tool (13.95×), and Camas, Seville (35.13×) compared to the Brazil average.
How to read this data
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.
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.