A data profile of the people who buy, follow and care about Hobby in Brazil — modelled from more than twelve digital signal sources. Hobby has an estimated audience of 10,399,939 people in Brazil.
The average Hobby fan in Brazil is 40.3 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 BTS, Flower, Sewing, with strongest over-indexing on BTS (2.19× the country average).
Demographically, the Hobby audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Hobby fan in Brazil is more female, around 40.3 years old, with strong Design Affinity tendencies and a notable affinity for BTS.
The key figures that characterise the Hobby profile in Brazil.
65.9% are female, 34.1% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 65.9% |
| Male | 34.1% |
| Average age | 40.3 |
| Estimated audience size | 10,399,939 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 23% |
of the worldwide Hobby audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
Where the Hobby audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Amapá | ~40K | 1.21× | |
| 02 | Pará | ~400K | 1.11× | |
| 03 | Roraima | ~30K | 1.10× | |
| 04 | Pernambuco | ~500K | 1.09× | |
| 05 | Maranhão | ~300K | 1.07× | |
| 06 | Alagoas | ~200K | 1.07× | |
| 07 | Sergipe | ~100K | 1.06× | |
| 08 | Paraíba | ~200K | 1.05× | |
| 09 | Federal District | ~200K | 1.05× | |
| 10 | Amazonas | ~200K | 1.04× | |
| 11 | Rio Grande do Norte | ~200K | 1.02× | |
| 12 | Santa Catarina | ~500K | 1.00× | |
| 13 | Piauí | ~100K | 0.99× | |
| 14 | Minas Gerais | ~1M | 0.98× | |
| 15 | Acre | ~40K | 0.98× | |
| 16 | Rio de Janeiro | ~900K | 0.96× | |
| 17 | Ceará | ~400K | 0.96× | |
| 18 | Mato Grosso do Sul | ~100K | 0.96× | |
| 19 | Rondônia | ~80K | 0.96× | |
| 20 | Bahia | ~700K | 0.95× | |
| 21 | Goiás | ~400K | 0.95× | |
| 22 | São Paulo | ~2.5M | 0.92× | |
| 23 | Rio Grande do Sul | ~600K | 0.92× | |
| 24 | Tocantins | ~60K | 0.92× | |
| 25 | Paraná | ~600K | 0.90× | |
| 26 | Espírito Santo | ~200K | 0.89× | |
| 27 | Mato Grosso | ~200K | 0.84× |
The strongest cross-interests of the Hobby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cross-stitch | Home & Garden | 3.14× | ||
| 02 | Weaving | Fashion & Accessoires | 2.45× | ||
| 03 | romantic comedies | Movies & TV | 2.30× | ||
| 04 | Handmade Crafts | Kids & Family | 2.29× | ||
| 05 | BTS | Music & Radio | 2.19× | ||
| 06 | Knitting needle | Fashion & Accessoires | 2.12× | ||
| 07 | Wool | Fashion & Accessoires | 2.05× | ||
| 08 | Embroidery | Home & Garden | 2.04× | ||
| 09 | Sewing machine | Home & Garden | 1.99× | ||
| 10 | Yarn | Fashion & Accessoires | 1.92× | ||
| 11 | Flower | Home & Garden | 1.78× | ||
| 12 | Sewing | Home & Garden | 1.63× | ||
| 13 | Prom | Arts & Culture | 1.62× | ||
| 14 | Decorative arts | Arts & Culture | 1.60× | ||
| 15 | Knitting | Home & Garden | 1.59× | ||
| 16 | Pastry | Food & Beverages | 1.55× | ||
| 17 | Textile | Fashion & Accessoires | 1.54× | ||
| 18 | Crochet | Home & Garden | 1.51× | ||
| 19 | Anti-aging cream | Beauty & Wellness | 1.51× | ||
| 20 | Girl | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.26× | |
| Creativity | OPEN | 1.10× | |
| Quality Awareness | PREMIUM | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.75× | |
| Social Media Usage | JOY | 0.76× | |
| Need for Security | CONSERVATISM | 0.77× |
Hobby has an estimated audience of 10,399,939 people in Brazil, concentrated in São Paulo and Minas Gerais.
65.9% of Hobby fans are female, 34.1% are male, with an average age of 40.3 years.
Hobby fans show strongest brand affinity for BTS (2.19×), Flower (1.78×), and Sewing (1.63×) over the country average.
Hobby fans in Brazil are most concentrated in São Paulo (reach ~2.5M), Minas Gerais (reach ~1M), and Rio de Janeiro (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Hobby itself, the audience over-indexes on Flower (1.78×), Sewing (1.63×), Weaving (2.45×), and Yarn (1.92×) 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 Hobby. 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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