A data profile of the people who buy, follow and care about Household in Brazil — modelled from more than twelve digital signal sources. Household has an estimated audience of 9,021,024 people in Brazil.
Household has an estimated audience of 9,021,024 people in Brazil. 62.6% are female, 37.4% are male, average age 45.2. Top brand affinities: Do it yourself (DIY), Blanket, Instagram, Duvet, Furniture.
Top brand affinities include Do it yourself (DIY), Blanket, Instagram, with strongest over-indexing on Do it yourself (DIY) (3.11× the country average).
Demographically, the Household audience skews more female with an average age of 45.2, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
The typical Household fan in Brazil is more female, around 45.2 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Household profile in Brazil.
62.6% are female, 37.4% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 45.2 |
| Estimated audience size | 9,021,024 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 31% |
of the worldwide Household audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
The strongest cross-interests of the Household audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Duvet | Home & Garden | 5.48× | ||
| 02 | Dishwasher | Home & Garden | 5.45× | ||
| 03 | Blanket | Home & Garden | 4.83× | ||
| 04 | Kitchenware | Home & Garden | 4.09× | ||
| 05 | Do it yourself (DIY) | Home & Garden | 3.11× | ||
| 06 | Coritiba Foot Ball Club | Sports | 2.10× | ||
| 07 | Renovation | Home & Garden | 2.08× | ||
| 08 | Dafiti | Fashion & Accessoires | 2.07× | ||
| 09 | Laptop | Technology & Electronics | 2.04× | ||
| 10 | Lojas Renner | Fashion & Accessoires | 1.98× | ||
| 11 | Home Appliances | Home & Garden | 1.94× | ||
| 12 | Furniture | Home & Garden | 1.84× | ||
| 13 | Home improvement | Home & Garden | 1.76× | ||
| 14 | Internet & Social Media | 1.62× | |||
| 15 | Medicine | Business & Career | 1.62× | ||
| 16 | Shopping malls | Shopping | 1.60× | ||
| 17 | Fragrances | Beauty & Wellness | 1.58× | ||
| 18 | Rock music | Music & Radio | 1.55× | ||
| 19 | Pop music | Music & Radio | 1.54× | ||
| 20 | Beauty salons | Beauty & Wellness | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.46× | |
| Design Affinity | PREMIUM | 1.95× | |
| Convenience Orientation | PREMIUM | 1.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.75× | |
| Spirituality | BALANCE | 0.89× | |
| Early Adopter Mentality | POWER | 0.94× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Household. 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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