Home Appliances Audience in Brazil
Home Appliances has an estimated audience of 16,328,833 people in Brazil. 63.7% are female, 36.3% are male, average age 44.3. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Barbie, Electrolux, Household, Bed, Children's clothing.
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, Rio de Janeiro, Minas Gerais. 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, DIY Mentality. 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 Home Appliances fans
| Metric | Value |
|---|---|
| Female | 63.7% |
| Male | 36.3% |
| Average age | 44.3 |
| Estimated audience size | 16,328,833 |
Audience persona
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.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 4,949,848 | 1.16× |
| Rio de Janeiro | 1,308,374 | 0.85× |
| Minas Gerais | 963,953 | 0.57× |
| Rio Grande do Sul | 733,517 | 0.76× |
| Santa Catarina | 685,903 | 0.92× |
| Paraná | 628,787 | 0.63× |
| Bahia | 446,463 | 0.41× |
| Pernambuco | 437,235 | 0.58× |
| Paraíba | 365,661 | 1.11× |
| Goiás | 365,344 | 0.59× |
| Pará | 343,688 | 0.64× |
| Ceará | 334,669 | 0.47× |
| Amazonas | 319,103 | 1.13× |
| Maranhão | 298,825 | 0.73× |
| Rio Grande do Norte | 279,203 | 1.03× |
| Alagoas | 274,762 | 1.15× |
| Mato Grosso | 267,012 | 0.87× |
| Mato Grosso do Sul | 266,479 | 1.12× |
| Sergipe | 260,538 | 1.53× |
| Espírito Santo | 258,060 | 0.76× |
| Rondônia | 254,728 | 1.87× |
| Piauí | 210,965 | 0.93× |
| Federal District | 188,027 | 0.69× |
| Tocantins | 149,102 | 1.38× |
| Roraima | 141,539 | 3.07× |
| Amapá | 117,550 | 2.03× |
| Acre | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Barbie | 1.77× | Movies & TV |
| Electrolux | 2.67× | Home & Garden |
| Household | 1.94× | Home & Garden |
| Bed | 1.65× | Home & Garden |
| Children's clothing | 1.57× | Fashion & Accessoires |
| Vacuum cleaner | 2.77× | Home & Garden |
| Child care | 1.64× | Kids & Family |
| Bedding | 1.92× | Home & Garden |
| Anti-aging cream | 1.6× | Beauty & Wellness |
| Mattress | 1.6× | Home & Garden |
| Blanket | 1.97× | Home & Garden |
| Pillow | 1.87× | Home & Garden |
| Living room | 1.67× | Home & Garden |
| Kitchenware | 2.22× | Home & Garden |
| Dining room | 1.59× | Home & Garden |
| Sole proprietorship | 1.68× | Business & Career |
| Bed sheet | 2.06× | Home & Garden |
| Pressure cooking | 2.38× | Home & Garden |
| Sampler (musical instrument) | 1.55× | Music & Radio |
| Kindergarten | 1.53× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.29 |
| DIY Mentality | THRILL | 1.25 |
| Need for Security | CONSERVATISM | 1.24 |
| Indulgence | JOY | 1.18 |
| Family Orientation | CONSERVATISM | 1.16 |
| Healthy Lifestyle | BALANCE | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
See Home Appliances 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 Home Appliances have in Brazil?
Home Appliances has an estimated audience of 16,328,833 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Home Appliances fans?
63.7% of Home Appliances fans are female, 36.3% are male, with an average age of 44.3 years.
Which brands do Home Appliances fans like most?
Home Appliances fans show strongest brand affinity for Barbie (1.77×), Electrolux (2.67×), and Household (1.94×) over the country average.
Where do Home Appliances fans live in Brazil?
Home Appliances fans in Brazil are most concentrated in São Paulo (reach 4,949,848), Rio de Janeiro (reach 1,308,374), and Minas Gerais (reach 963,953). These three regions account for the largest share of the active audience.
What other brands do Home Appliances fans also like?
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.
How to read this data
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.
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.