Happiness Audience in Brazil
Happiness has an estimated audience of 17,355,324 people in Brazil. 67.3% are female, 32.7% are male, average age 39.8. Top regions: São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities: Woman, Personal development, Motivation, Self-esteem, Spas.
The average Happiness fan in Brazil is 39.8 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 Woman, Personal development, Motivation, with strongest over-indexing on Woman (1.57× the country average). Demographically, the Happiness audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Mindfulness, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Health · Type: Topic
Demographics of Happiness fans
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 39.8 |
| Estimated audience size | 17,355,324 |
Audience persona
The typical Happiness fan in Brazil is more female, around 39.8 years old, with strong Mindfulness tendencies and a notable affinity for Woman.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 4,292,001 | 0.95× |
| Minas Gerais | 1,627,011 | 0.91× |
| Rio de Janeiro | 1,503,957 | 0.92× |
| Bahia | 1,058,967 | 0.92× |
| Rio Grande do Sul | 987,586 | 0.96× |
| Paraná | 908,260 | 0.86× |
| Pernambuco | 856,957 | 1.08× |
| Ceará | 802,359 | 1.06× |
| Santa Catarina | 699,884 | 0.88× |
| Pará | 616,101 | 1.09× |
| Goiás | 587,941 | 0.89× |
| Maranhão | 508,590 | 1.17× |
| Paraíba | 384,542 | 1.1× |
| Mato Grosso | 364,180 | 1.12× |
| Amazonas | 331,517 | 1.1× |
| Rio Grande do Norte | 316,512 | 1.09× |
| Espírito Santo | 313,439 | 0.87× |
| Alagoas | 281,719 | 1.11× |
| Federal District | 279,606 | 0.97× |
| Piauí | 249,561 | 1.04× |
| Mato Grosso do Sul | 234,505 | 0.93× |
| Sergipe | 205,217 | 1.14× |
| Rondônia | 139,237 | 0.96× |
| Tocantins | 89,600 | 0.78× |
| Amapá | 63,755 | 1.04× |
| Acre | 59,389 | 0.98× |
| Roraima | 53,628 | 1.09× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Woman | 1.57× | Kids & Family |
| Personal development | 1.56× | Business & Career |
| Motivation | 1.64× | Business & Career |
| Self-esteem | 1.56× | Health |
| Spas | 1.58× | Beauty & Wellness |
| Self-confidence | 1.93× | Health |
| Health care | 1.54× | Business & Career |
| Healthy diet | 1.61× | Health |
| Skin | 1.56× | Beauty & Wellness |
| Anatomy | 1.71× | Health |
| Organic food | 1.52× | Food & Beverages |
| Mammal | 1.5× | Pets & Animals |
| Roberto Carlos (singer) | 1.68× | Music & Radio |
| Skin care | 1.56× | Beauty & Wellness |
| Hair care | 1.55× | Beauty & Wellness |
| Homemaking | 1.65× | Home & Garden |
| Nutrient | 1.51× | Food & Beverages |
| Electrolux | 1.52× | Home & Garden |
| Natural product | 1.62× | Food & Beverages |
| Pension | 1.99× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 2.07 |
| Creativity | OPEN | 1.76 |
| Price Sensitivity | PREMIUM | 1.63 |
| Family Orientation | CONSERVATISM | 1.61 |
| Design Affinity | PREMIUM | 1.56 |
| Sports Activity | POWER | 1.47 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.9% |
| United Kingdom | 4.7% |
| Italy | 4.4% |
See Happiness audiences in other countries
More Health audiences in Brazil
- Music (40,781,319)
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
Frequently asked questions
How many fans does Happiness have in Brazil?
Happiness has an estimated audience of 17,355,324 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Happiness fans?
67.3% of Happiness fans are female, 32.7% are male, with an average age of 39.8 years.
Which brands do Happiness fans like most?
Happiness fans show strongest brand affinity for Woman (1.57×), Personal development (1.56×), and Motivation (1.64×) over the country average.
Where do Happiness fans live in Brazil?
Happiness fans in Brazil are most concentrated in São Paulo (reach 4,292,001), Minas Gerais (reach 1,627,011), and Rio de Janeiro (reach 1,503,957). These three regions account for the largest share of the active audience.
What other brands do Happiness fans also like?
Beyond Happiness itself, the audience over-indexes on Personal development (1.56×), Motivation (1.64×), Self-esteem (1.56×), and Spas (1.58×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Happiness. 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.