A data profile of the people who buy, follow and care about Home Appliances in Brazil — modelled from more than twelve digital signal sources. Home Appliances has an estimated audience of 16,328,833 people in Brazil.
The average Home Appliances fan in Brazil is 44.3 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 Barbie, Electrolux, Household, with strongest over-indexing on Barbie (1.77× the country average).
Demographically, the Home Appliances audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Home Appliances fan in Brazil is more female, around 44.3 years old, with strong Creativity tendencies and a notable affinity for Barbie.
The key figures that characterise the Home Appliances profile in Brazil.
63.7% are female, 36.3% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 63.7% |
| Male | 36.3% |
| Average age | 44.3 |
| Estimated audience size | 16,328,833 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 29% |
of the worldwide Home Appliances audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
Where the Home Appliances audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~5M | 1.12× | |
| 02 | Roraima | ~50K | 1.10× | |
| 03 | Rondônia | ~100K | 1.07× | |
| 04 | Sergipe | ~200K | 1.04× | |
| 05 | Amapá | ~60K | 1.04× | |
| 06 | Tocantins | ~100K | 1.02× | |
| 07 | Paraíba | ~300K | 1.01× | |
| 08 | Amazonas | ~300K | 1.01× | |
| 09 | Alagoas | ~200K | 1.01× | |
| 10 | Mato Grosso do Sul | ~200K | 1.01× | |
| 11 | Rio Grande do Norte | ~300K | 1.00× | |
| 12 | Piauí | ~200K | 1.00× | |
| 13 | Mato Grosso | ~300K | 0.99× | |
| 14 | Santa Catarina | ~700K | 0.98× | |
| 15 | Maranhão | ~400K | 0.98× | |
| 16 | Espírito Santo | ~300K | 0.97× | |
| 17 | Federal District | ~300K | 0.97× | |
| 18 | Pará | ~500K | 0.96× | |
| 19 | Pernambuco | ~700K | 0.95× | |
| 20 | Goiás | ~600K | 0.95× | |
| 21 | Rio de Janeiro | ~1.5M | 0.94× | |
| 22 | Rio Grande do Sul | ~900K | 0.94× | |
| 23 | Ceará | ~700K | 0.94× | |
| 24 | Bahia | ~1M | 0.92× | |
| 25 | Paraná | ~900K | 0.91× | |
| 26 | Minas Gerais | ~1.5M | 0.87× | |
| 27 | Acre | 0.00× |
The strongest cross-interests of the Home Appliances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vacuum cleaner | Home & Garden | 2.77× | ||
| 02 | Electrolux | Home & Garden | 2.67× | ||
| 03 | Pressure cooking | Home & Garden | 2.38× | ||
| 04 | Kitchenware | Home & Garden | 2.22× | ||
| 05 | Bed sheet | Home & Garden | 2.06× | ||
| 06 | Blanket | Home & Garden | 1.97× | ||
| 07 | Household | Home & Garden | 1.94× | ||
| 08 | Bedding | Home & Garden | 1.92× | ||
| 09 | Pillow | Home & Garden | 1.87× | ||
| 10 | Barbie | Movies & TV | 1.77× | ||
| 11 | Sole proprietorship | Business & Career | 1.68× | ||
| 12 | Living room | Home & Garden | 1.67× | ||
| 13 | Bed | Home & Garden | 1.65× | ||
| 14 | Child care | Kids & Family | 1.64× | ||
| 15 | Anti-aging cream | Beauty & Wellness | 1.60× | ||
| 16 | Mattress | Home & Garden | 1.60× | ||
| 17 | Dining room | Home & Garden | 1.59× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.57× | ||
| 19 | Sampler (musical instrument) | Music & Radio | 1.55× | ||
| 20 | Kindergarten | Kids & Family | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.13× | |
| Price Sensitivity | PREMIUM | 1.10× | |
| DIY Mentality | THRILL | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.59× | |
| Community Orientation | OPEN | 0.63× | |
| Patriotism | CONSERVATISM | 0.63× |
Home Appliances has an estimated audience of 16,328,833 people in Brazil, concentrated in São Paulo and Minas Gerais.
63.7% of Home Appliances fans are female, 36.3% are male, with an average age of 44.3 years.
Home Appliances fans show strongest brand affinity for Barbie (1.77×), Electrolux (2.67×), and Household (1.94×) over the country average.
Home Appliances fans in Brazil are most concentrated in São Paulo (reach ~5M), Minas Gerais (reach ~1.5M), and Rio de Janeiro (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Home Appliances itself, the audience over-indexes on Electrolux (2.67×), Household (1.94×), Bed (1.65×), and Children's clothing (1.57×) 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 Home Appliances. 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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