A data profile of the people who buy, follow and care about Family in Brazil — modelled from more than twelve digital signal sources. Family has an estimated audience of 28,379,224 people in Brazil.
The average Family fan in Brazil is 40.3 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 Parenting, Homemaking, Child care, with strongest over-indexing on Parenting (1.59× the country average).
Demographically, the Family audience skews more female with an average age of 40.3, 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 Family fan in Brazil is more female, around 40.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Parenting.
The key figures that characterise the Family profile in Brazil.
66.4% are female, 33.6% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 40.3 |
| Estimated audience size | 28,379,224 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Family audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.7% |
| United Kingdom | 4.5% |
Where the Family audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Amazonas | ~600K | 1.19× | |
| 02 | Pará | ~1M | 1.14× | |
| 03 | Maranhão | ~800K | 1.12× | |
| 04 | Roraima | ~90K | 1.11× | |
| 05 | Pernambuco | ~1.5M | 1.08× | |
| 06 | Amapá | ~100K | 1.05× | |
| 07 | Rondônia | ~200K | 1.04× | |
| 08 | Acre | ~100K | 1.04× | |
| 09 | Bahia | ~2M | 1.02× | |
| 10 | Alagoas | ~400K | 1.02× | |
| 11 | Goiás | ~1M | 1.01× | |
| 12 | Mato Grosso do Sul | ~400K | 1.01× | |
| 13 | Paraíba | ~600K | 1.00× | |
| 14 | Rio Grande do Norte | ~500K | 1.00× | |
| 15 | Sergipe | ~300K | 1.00× | |
| 16 | Rio de Janeiro | ~2.5M | 0.99× | |
| 17 | Piauí | ~400K | 0.99× | |
| 18 | Mato Grosso | ~500K | 0.98× | |
| 19 | Tocantins | ~200K | 0.98× | |
| 20 | Ceará | ~1M | 0.95× | |
| 21 | Santa Catarina | ~1M | 0.91× | |
| 22 | Rio Grande do Sul | ~1.5M | 0.90× | |
| 23 | Espírito Santo | ~500K | 0.89× | |
| 24 | Federal District | ~400K | 0.87× | |
| 25 | São Paulo | ~6.5M | 0.85× | |
| 26 | Minas Gerais | ~2.5M | 0.85× | |
| 27 | Paraná | ~1.5M | 0.84× |
The strongest cross-interests of the Family audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Rayo Vallecano | Travel & Leisure | 1.91× | ||
| 02 | SD Eibar | Sports | 1.90× | ||
| 03 | Rio Ave F.C. | Sports | 1.89× | ||
| 04 | Linens | Home & Garden | 1.76× | ||
| 05 | Picture frame | Home & Garden | 1.64× | ||
| 06 | Indian subcontinent | Travel & Leisure | 1.62× | ||
| 07 | Duvet | Home & Garden | 1.61× | ||
| 08 | Parenting | Kids & Family | 1.59× | ||
| 09 | Pension | Business & Career | 1.57× | ||
| 10 | Towel | Home & Garden | 1.56× | ||
| 11 | Utah | Travel & Leisure | 1.56× | ||
| 12 | Piccadilly | Travel & Leisure | 1.56× | ||
| 13 | Child care | Kids & Family | 1.55× | ||
| 14 | Life extension | Health | 1.54× | ||
| 15 | Homemaking | Home & Garden | 1.52× | ||
| 16 | Neutrogena | Beauty & Wellness | 1.52× | ||
| 17 | Bed frame | Home & Garden | 1.51× | ||
| 18 | Eduardo Costa | Music & Radio | 1.50× | ||
| 19 | Cushion | Home & Garden | 1.50× | ||
| 20 | Fabric softener | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.26× | |
| Creativity | OPEN | 1.21× | |
| Social Media Usage | JOY | 0.98× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.75× | |
| Travelling | THRILL | 0.79× | |
| Spirituality | BALANCE | 0.80× |
Family has an estimated audience of 28,379,224 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
66.4% of Family fans are female, 33.6% are male, with an average age of 40.3 years.
Family fans show strongest brand affinity for Parenting (1.59×), Homemaking (1.52×), and Child care (1.55×) over the country average.
Family fans in Brazil are most concentrated in São Paulo (reach ~6.5M), Rio de Janeiro (reach ~2.5M), and Minas Gerais (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Family itself, the audience over-indexes on Homemaking (1.52×), Child care (1.55×), Pension (1.57×), and Eduardo Costa (1.5×) 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 Family. 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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