Hobby Audience in Brazil
Hobby has an estimated audience of 10,399,939 people in Brazil. 65.9% are female, 34.1% are male, average age 40.3. Top regions: São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities: BTS, Flower, Sewing, Weaving, Yarn.
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 Creativity, Design Affinity. 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
Demographics of Hobby fans
| Metric | Value |
|---|---|
| Female | 65.9% |
| Male | 34.1% |
| Average age | 40.3 |
| Estimated audience size | 10,399,939 |
Audience persona
The typical Hobby fan in Brazil is more female, around 40.3 years old, with strong Creativity tendencies and a notable affinity for BTS.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 2,499,068 | 0.92× |
| Minas Gerais | 1,049,482 | 0.98× |
| Rio de Janeiro | 931,507 | 0.96× |
| Bahia | 651,266 | 0.95× |
| Paraná | 571,778 | 0.9× |
| Rio Grande do Sul | 562,296 | 0.92× |
| Pernambuco | 520,657 | 1.09× |
| Santa Catarina | 476,862 | 1× |
| Ceará | 435,991 | 0.96× |
| Goiás | 378,977 | 0.95× |
| Pará | 375,915 | 1.11× |
| Maranhão | 278,345 | 1.07× |
| Paraíba | 220,133 | 1.05× |
| Espírito Santo | 192,345 | 0.89× |
| Amazonas | 188,586 | 1.04× |
| Federal District | 182,853 | 1.05× |
| Rio Grande do Norte | 177,320 | 1.02× |
| Mato Grosso | 162,512 | 0.83× |
| Alagoas | 162,381 | 1.07× |
| Mato Grosso do Sul | 145,968 | 0.96× |
| Piauí | 143,552 | 0.99× |
| Sergipe | 114,907 | 1.06× |
| Rondônia | 82,685 | 0.95× |
| Tocantins | 62,866 | 0.91× |
| Amapá | 45,804 | 1.24× |
| Acre | 35,535 | 0.98× |
| Roraima | 33,035 | 1.13× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| BTS | 2.19× | Music & Radio |
| Flower | 1.78× | Home & Garden |
| Sewing | 1.63× | Home & Garden |
| Weaving | 2.45× | Fashion & Accessoires |
| Yarn | 1.92× | Fashion & Accessoires |
| Crochet | 1.51× | Home & Garden |
| Sewing machine | 1.99× | Home & Garden |
| Embroidery | 2.04× | Home & Garden |
| Knitting | 1.59× | Home & Garden |
| Cross-stitch | 3.14× | Home & Garden |
| Wool | 2.05× | Fashion & Accessoires |
| romantic comedies | 2.3× | Movies & TV |
| Decorative arts | 1.6× | Arts & Culture |
| Prom | 1.62× | Arts & Culture |
| Handmade Crafts | 2.29× | Kids & Family |
| Girl | 1.5× | Kids & Family |
| Anti-aging cream | 1.51× | Beauty & Wellness |
| Pastry | 1.55× | Food & Beverages |
| Knitting needle | 2.12× | Fashion & Accessoires |
| Textile | 1.54× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.33 |
| Design Affinity | PREMIUM | 1.3 |
| Price Sensitivity | PREMIUM | 1.18 |
| Quality Awareness | PREMIUM | 1.17 |
| Healthy Lifestyle | BALANCE | 1.14 |
| Extroversion | THRILL | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
See Hobby audiences in other countries
More Home & Garden 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 Hobby have in Brazil?
Hobby has an estimated audience of 10,399,939 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Hobby fans?
65.9% of Hobby fans are female, 34.1% are male, with an average age of 40.3 years.
Which brands do Hobby fans like most?
Hobby fans show strongest brand affinity for BTS (2.19×), Flower (1.78×), and Sewing (1.63×) over the country average.
Where do Hobby fans live in Brazil?
Hobby fans in Brazil are most concentrated in São Paulo (reach 2,499,068), Minas Gerais (reach 1,049,482), and Rio de Janeiro (reach 931,507). These three regions account for the largest share of the active audience.
What other brands do Hobby fans also like?
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.
How to read this data
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.
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.