Furniture Audience in Brazil
Furniture has an estimated audience of 20,046,904 people in Brazil. 68.0% are female, 32.0% are male, average age 43.2. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Andressa Urach, Wholesale, Home Appliances, Handicraft, Shopee.
The average Furniture fan in Brazil is 43.2 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 Andressa Urach, Wholesale, Home Appliances, with strongest over-indexing on Andressa Urach (2.18× the country average). Demographically, the Furniture audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Creativity, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Furniture fans
| Metric | Value |
|---|---|
| Female | 68.0% |
| Male | 32.0% |
| Average age | 43.2 |
| Estimated audience size | 20,046,904 |
Audience persona
The typical Furniture fan in Brazil is more female, around 43.2 years old, with strong Creativity tendencies and a notable affinity for Andressa Urach.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 5,803,436 | 1.11× |
| Rio de Janeiro | 2,085,872 | 1.11× |
| Minas Gerais | 2,017,951 | 0.97× |
| Santa Catarina | 1,771,423 | 1.93× |
| Paraná | 1,428,634 | 1.17× |
| Bahia | 1,330,558 | 1.01× |
| Rio Grande do Sul | 1,313,110 | 1.11× |
| Pernambuco | 1,034,360 | 1.13× |
| Ceará | 830,406 | 0.95× |
| Goiás | 667,408 | 0.87× |
| Pará | 611,780 | 0.94× |
| Paraíba | 479,951 | 1.19× |
| Maranhão | 448,103 | 0.89× |
| Federal District | 420,905 | 1.26× |
| Espírito Santo | 368,878 | 0.88× |
| Rio Grande do Norte | 352,414 | 1.05× |
| Mato Grosso | 306,388 | 0.82× |
| Amazonas | 298,353 | 0.86× |
| Mato Grosso do Sul | 293,231 | 1× |
| Piauí | 273,110 | 0.98× |
| Alagoas | 243,720 | 0.83× |
| Sergipe | 215,489 | 1.03× |
| Rondônia | 125,188 | 0.75× |
| Tocantins | 112,597 | 0.85× |
| Acre | 54,008 | 0.77× |
| Roraima | 51,916 | 0.92× |
| Amapá | 44,385 | 0.62× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Andressa Urach | 2.18× | Fashion & Accessoires |
| Wholesale | 1.86× | Fashion & Accessoires |
| Home Appliances | 1.93× | Home & Garden |
| Handicraft | 1.78× | Home & Garden |
| Shopee | 2.11× | Shopping |
| Home improvement | 1.85× | Home & Garden |
| Apartment | 1.92× | Business & Career |
| Crochet | 2.03× | Home & Garden |
| Black Friday (shopping) | 1.75× | Shopping |
| Esporte Clube Juventude | 2.15× | Sports |
| Bed | 2.23× | Home & Garden |
| Children's clothing | 2.15× | Fashion & Accessoires |
| Discounting | 1.78× | Shopping |
| O Boticário | 1.72× | Shopping |
| Parent | 1.78× | Kids & Family |
| Trousers | 1.78× | Fashion & Accessoires |
| Candy | 1.67× | Food & Beverages |
| Sewing | 1.93× | Home & Garden |
| Cake | 1.71× | Food & Beverages |
| Garden | 1.85× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.91 |
| Need for Security | CONSERVATISM | 1.66 |
| Mindfulness | BALANCE | 1.56 |
| Luxury Orientation | PREMIUM | 1.54 |
| Price Sensitivity | PREMIUM | 1.52 |
| Design Affinity | PREMIUM | 1.52 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
See Furniture audiences in other countries
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 Furniture have in Brazil?
Furniture has an estimated audience of 20,046,904 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Furniture fans?
68.0% of Furniture fans are female, 32.0% are male, with an average age of 43.2 years.
Which brands do Furniture fans like most?
Furniture fans show strongest brand affinity for Andressa Urach (2.18×), Wholesale (1.86×), and Home Appliances (1.93×) over the country average.
Where do Furniture fans live in Brazil?
Furniture fans in Brazil are most concentrated in São Paulo (reach 5,803,436), Rio de Janeiro (reach 2,085,872), and Minas Gerais (reach 2,017,951). These three regions account for the largest share of the active audience.
What other brands do Furniture fans also like?
Beyond Furniture itself, the audience over-indexes on Wholesale (1.86×), Home Appliances (1.93×), Handicraft (1.78×), and Shopee (2.11×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Furniture. 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.