A data profile of the people who buy, follow and care about Home improvement in Brazil — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 15,941,671 people in Brazil.
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 DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Home improvement fan in Brazil is more female, around 43.4 years old, with strong DIY Mentality tendencies and a notable affinity for Barbie.
The key figures that characterise the Home improvement profile in Brazil.
61.7% are female, 38.3% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 61.7% |
| Male | 38.3% |
| Average age | 43.4 |
| Estimated audience size | 15,941,671 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 27% |
of the worldwide Home improvement audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~4.5M | 1.14× | |
| 02 | Amapá | ~60K | 1.14× | |
| 03 | Acre | ~60K | 1.05× | |
| 04 | Roraima | ~50K | 1.05× | |
| 05 | Tocantins | ~100K | 1.03× | |
| 06 | Paraná | ~1M | 1.02× | |
| 07 | Federal District | ~300K | 1.02× | |
| 08 | Rio Grande do Sul | ~1M | 1.01× | |
| 09 | Mato Grosso do Sul | ~200K | 1.01× | |
| 10 | Rondônia | ~100K | 1.01× | |
| 11 | Sergipe | ~200K | 1.00× | |
| 12 | Mato Grosso | ~300K | 0.99× | |
| 13 | Piauí | ~200K | 0.99× | |
| 14 | Goiás | ~600K | 0.98× | |
| 15 | Alagoas | ~200K | 0.98× | |
| 16 | Rio de Janeiro | ~1.5M | 0.97× | |
| 17 | Paraíba | ~300K | 0.96× | |
| 18 | Amazonas | ~300K | 0.96× | |
| 19 | Rio Grande do Norte | ~300K | 0.96× | |
| 20 | Pernambuco | ~700K | 0.94× | |
| 21 | Santa Catarina | ~700K | 0.94× | |
| 22 | Maranhão | ~400K | 0.94× | |
| 23 | Espírito Santo | ~300K | 0.94× | |
| 24 | Ceará | ~600K | 0.93× | |
| 25 | Pará | ~500K | 0.93× | |
| 26 | Minas Gerais | ~1.5M | 0.87× | |
| 27 | Bahia | ~900K | 0.86× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Child development | Business & Career | 2.05× | ||
| 02 | Renovation | Home & Garden | 2.01× | ||
| 03 | Children's clothing | Fashion & Accessoires | 2.00× | ||
| 04 | Barbie | Movies & TV | 1.98× | ||
| 05 | Wholesale | Fashion & Accessoires | 1.75× | ||
| 06 | Arezzo | Travel & Leisure | 1.72× | ||
| 07 | Dresses | Fashion & Accessoires | 1.70× | ||
| 08 | Furniture | Home & Garden | 1.69× | ||
| 09 | O Boticário | Shopping | 1.68× | ||
| 10 | Discounting | Shopping | 1.67× | ||
| 11 | Beauty salons | Beauty & Wellness | 1.65× | ||
| 12 | Home Appliances | Home & Garden | 1.65× | ||
| 13 | Apartment | Business & Career | 1.64× | ||
| 14 | Women's clothing | Fashion & Accessoires | 1.60× | ||
| 15 | Coupons | Shopping | 1.60× | ||
| 16 | Recipes | Food & Beverages | 1.54× | ||
| 17 | Confectionery | Food & Beverages | 1.54× | ||
| 18 | Kitchen | Home & Garden | 1.53× | ||
| 19 | Cake | Food & Beverages | 1.52× | ||
| 20 | Candy | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.52× | |
| Creativity | OPEN | 1.43× | |
| Price Sensitivity | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.74× | |
| Patriotism | CONSERVATISM | 0.77× | |
| Tradition | CONSERVATISM | 0.78× |
Home improvement has an estimated audience of 15,941,671 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
61.7% of Home improvement fans are female, 38.3% are male, with an average age of 43.4 years.
Home improvement fans show strongest brand affinity for Barbie (1.98×), Furniture (1.69×), and Wholesale (1.75×) over the country average.
Home improvement fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Rio de Janeiro (reach ~1.5M), and Minas Gerais (reach ~1.5M). These three regions account for the largest share of the active audience.
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.
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 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.
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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