A data profile of the people who buy, follow and care about Duolingo in Brazil — modelled from more than twelve digital signal sources. Duolingo has an estimated audience of 4,338,749 people in Brazil.
The average Duolingo fan in Brazil is 38.0 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Paraná.
Top brand affinities include English studies, speaking english, TOEIC, with strongest over-indexing on English studies (12.75× the country average).
Demographically, the Duolingo audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Need for Security, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Duolingo fan in Brazil is more female, around 38.0 years old, with strong Need for Security tendencies and a notable affinity for English studies.
The key figures that characterise the Duolingo profile in Brazil.
59.0% are female, 41.0% are male, average age 38.0.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 38.0 |
| Estimated audience size | 4,338,749 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 18% | |
| 50+ | 19% |
of the worldwide Duolingo audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 16.9% |
| Brazil | 6.5% |
| Japan | 5.2% |
Where the Duolingo audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mato Grosso | ~300K | 3.21× | |
| 02 | Paraná | ~400K | 1.30× | |
| 03 | Federal District | ~80K | 1.13× | |
| 04 | Rio Grande do Sul | ~300K | 1.12× | |
| 05 | São Paulo | ~1.5M | 1.11× | |
| 06 | Santa Catarina | ~200K | 1.10× | |
| 07 | Rio Grande do Norte | ~80K | 1.02× | |
| 08 | Pernambuco | ~200K | 0.99× | |
| 09 | Minas Gerais | ~400K | 0.98× | |
| 10 | Paraíba | ~90K | 0.98× | |
| 11 | Tocantins | ~30K | 0.97× | |
| 12 | Espírito Santo | ~90K | 0.96× | |
| 13 | Goiás | ~200K | 0.92× | |
| 14 | Rondônia | ~30K | 0.89× | |
| 15 | Amapá | ~10K | 0.88× | |
| 16 | Roraima | ~10K | 0.88× | |
| 17 | Bahia | ~200K | 0.85× | |
| 18 | Amazonas | ~70K | 0.85× | |
| 19 | Mato Grosso do Sul | ~50K | 0.85× | |
| 20 | Sergipe | ~40K | 0.85× | |
| 21 | Maranhão | ~90K | 0.83× | |
| 22 | Rio de Janeiro | ~300K | 0.81× | |
| 23 | Ceará | ~200K | 0.81× | |
| 24 | Pará | ~100K | 0.79× | |
| 25 | Alagoas | ~50K | 0.70× | |
| 26 | Piauí | ~40K | 0.67× | |
| 27 | Acre | ~10K | 0.64× |
The strongest cross-interests of the Duolingo audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Learn English Conversation | Topic | 29.58× | ||
| 02 | speaking english | Business & Career | 27.94× | ||
| 03 | Telus | Technology & Electronics | 20.14× | ||
| 04 | BBC Learning English | Movies & TV | 16.78× | ||
| 05 | TOEIC | Business & Career | 13.81× | ||
| 06 | English studies | Business & Career | 12.75× | ||
| 07 | Liza Minnelli | Music & Radio | 8.50× | ||
| 08 | ONLINE ENGLISH | Business & Career | 8.49× | ||
| 09 | Language education | Business & Career | 6.41× | ||
| 10 | Basic English | Politics & Society | 5.43× | ||
| 11 | Test of English as a Foreign Language | Business & Career | 5.30× | ||
| 12 | Foreign language | Business & Career | 5.23× | ||
| 13 | Business English | Business & Career | 4.86× | ||
| 14 | Tokio Marine | Business & Career | 4.57× | ||
| 15 | Language school | Kids & Family | 4.33× | ||
| 16 | Mouthwash | Health | 3.15× | ||
| 17 | Student exchange program | Business & Career | 3.04× | ||
| 18 | Hotmart | Shopping | 2.67× | ||
| 19 | Enel | Home & Garden | 1.99× | ||
| 20 | Galinha Pintadinha | Movies & TV | 1.85× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.60× | |
| Career Orientation | POWER | 1.11× | |
| Social Media Usage | JOY | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.57× | |
| Design Affinity | PREMIUM | 0.59× | |
| Quality Awareness | PREMIUM | 0.60× |
Duolingo has an estimated audience of 4,338,749 people in Brazil, concentrated in São Paulo and Minas Gerais.
59.0% of Duolingo fans are female, 41.0% are male, with an average age of 38.0 years.
Duolingo fans show strongest brand affinity for English studies (12.75×), speaking english (27.94×), and TOEIC (13.81×) over the country average.
Duolingo fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~400K), and Paraná (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Duolingo itself, the audience over-indexes on speaking english (27.94×), TOEIC (13.81×), Hotmart (2.67×), and BBC Learning English (16.78×) 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 Duolingo. 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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