Home improvement Audience in Brazil
Home improvement has an estimated audience of 15,941,671 people in Brazil. 61.7% are female, 38.3% are male, average age 43.4. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Barbie, Furniture, Wholesale, Kitchen, Women's clothing.
The average Home improvement fan in Brazil is 43.4 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, Furniture, Wholesale, with strongest over-indexing on Barbie (1.98× the country average). Demographically, the Home improvement audience skews more female with an average age of 43.4, 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.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 61.7% |
| Male | 38.3% |
| Average age | 43.4 |
| Estimated audience size | 15,941,671 |
Audience persona
The typical Home improvement fan in Brazil is more female, around 43.4 years old, with strong Design Affinity tendencies and a notable affinity for Barbie.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 4,850,445 | 1.17× |
| Rio de Janeiro | 1,418,669 | 0.95× |
| Minas Gerais | 1,234,241 | 0.75× |
| Paraná | 1,006,206 | 1.03× |
| Rio Grande do Sul | 966,162 | 1.03× |
| Santa Catarina | 604,186 | 0.83× |
| Goiás | 578,200 | 0.95× |
| Pernambuco | 574,964 | 0.79× |
| Bahia | 554,268 | 0.53× |
| Ceará | 536,305 | 0.77× |
| Pará | 333,016 | 0.64× |
| Mato Grosso | 282,241 | 0.94× |
| Federal District | 280,874 | 1.06× |
| Mato Grosso do Sul | 245,294 | 1.06× |
| Paraíba | 236,204 | 0.74× |
| Maranhão | 217,159 | 0.54× |
| Espírito Santo | 208,372 | 0.63× |
| Piauí | 204,414 | 0.92× |
| Amazonas | 193,247 | 0.7× |
| Alagoas | 192,277 | 0.83× |
| Sergipe | 168,299 | 1.01× |
| Rio Grande do Norte | 162,320 | 0.61× |
| Rondônia | 150,833 | 1.14× |
| Amapá | 142,375 | 2.52× |
| Tocantins | 132,433 | 1.26× |
| Acre | 99,869 | 1.8× |
| Roraima | 82,286 | 1.83× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Barbie | 1.98× | Movies & TV |
| Furniture | 1.69× | Home & Garden |
| Wholesale | 1.75× | Fashion & Accessoires |
| Kitchen | 1.53× | Home & Garden |
| Women's clothing | 1.6× | Fashion & Accessoires |
| Recipes | 1.54× | Food & Beverages |
| Beauty salons | 1.65× | Beauty & Wellness |
| O Boticário | 1.68× | Shopping |
| Children's clothing | 2× | Fashion & Accessoires |
| Discounting | 1.67× | Shopping |
| Home Appliances | 1.65× | Home & Garden |
| Child development | 2.05× | Business & Career |
| Confectionery | 1.54× | Food & Beverages |
| Arezzo | 1.72× | Travel & Leisure |
| Dresses | 1.7× | Fashion & Accessoires |
| Renovation | 2.01× | Home & Garden |
| Apartment | 1.64× | Business & Career |
| Candy | 1.51× | Food & Beverages |
| Cake | 1.52× | Food & Beverages |
| Coupons | 1.6× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.69 |
| Creativity | OPEN | 1.55 |
| DIY Mentality | THRILL | 1.51 |
| Mindfulness | BALANCE | 1.44 |
| Luxury Orientation | PREMIUM | 1.43 |
| Family Orientation | CONSERVATISM | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
- Home improvement — Germany
- Home improvement — United States
- Home improvement — United Kingdom
- Home improvement — France
- Home improvement — Italy
- Home improvement — Spain
- Home improvement — Japan
- Home improvement — South Korea
- Home improvement — India
- Home improvement — Canada
- Home improvement — Mexico
More Lifestyle cluster audiences in Brazil
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
- Shopping (37,669,704)
Frequently asked questions
How many fans does Home improvement have in Brazil?
Home improvement has an estimated audience of 15,941,671 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Home improvement fans?
61.7% of Home improvement fans are female, 38.3% are male, with an average age of 43.4 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Barbie (1.98×), Furniture (1.69×), and Wholesale (1.75×) over the country average.
Where do Home improvement fans live in Brazil?
Home improvement fans in Brazil are most concentrated in São Paulo (reach 4,850,445), Rio de Janeiro (reach 1,418,669), and Minas Gerais (reach 1,234,241). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
Beyond Home improvement itself, the audience over-indexes on Furniture (1.69×), Wholesale (1.75×), Kitchen (1.53×), and Women's clothing (1.6×) 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 improvement. 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.