A data profile of the people who buy, follow and care about Instant messaging in Brazil — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 20,634,300 people in Brazil.
The average Instant messaging fan in Brazil is 39.5 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 WhatsApp, Buscapé, Kitchen stove, with strongest over-indexing on WhatsApp (1.89× the country average).
Demographically, the Instant messaging audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Instant messaging fan in Brazil is more female, around 39.5 years old, with strong Price Sensitivity tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Instant messaging profile in Brazil.
58.8% are female, 41.2% are male, average age 39.5.
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 39.5 |
| Estimated audience size | 20,634,300 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 21% |
of the worldwide Instant messaging audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rondônia | ~200K | 1.06× | |
| 02 | Tocantins | ~100K | 1.05× | |
| 03 | Acre | ~80K | 1.05× | |
| 04 | Piauí | ~300K | 1.04× | |
| 05 | Sergipe | ~200K | 1.04× | |
| 06 | Paraíba | ~400K | 1.02× | |
| 07 | Federal District | ~400K | 1.02× | |
| 08 | Roraima | ~60K | 1.02× | |
| 09 | Mato Grosso | ~400K | 1.01× | |
| 10 | Rio Grande do Norte | ~300K | 1.00× | |
| 11 | Mato Grosso do Sul | ~300K | 1.00× | |
| 12 | Alagoas | ~300K | 1.00× | |
| 13 | Amapá | ~70K | 1.00× | |
| 14 | Maranhão | ~500K | 0.99× | |
| 15 | Amazonas | ~400K | 0.99× | |
| 16 | Pernambuco | ~900K | 0.98× | |
| 17 | Pará | ~700K | 0.98× | |
| 18 | Espírito Santo | ~400K | 0.98× | |
| 19 | Ceará | ~900K | 0.97× | |
| 20 | Goiás | ~800K | 0.97× | |
| 21 | Bahia | ~1.5M | 0.95× | |
| 22 | Santa Catarina | ~900K | 0.95× | |
| 23 | Rio Grande do Sul | ~1M | 0.94× | |
| 24 | Paraná | ~1M | 0.93× | |
| 25 | Minas Gerais | ~2M | 0.92× | |
| 26 | Rio de Janeiro | ~2M | 0.92× | |
| 27 | São Paulo | ~4.5M | 0.81× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Internet & Social Media | 1.89× | |||
| 02 | SD Eibar | Sports | 1.77× | ||
| 03 | Rio Ave F.C. | Sports | 1.77× | ||
| 04 | Rayo Vallecano | Travel & Leisure | 1.76× | ||
| 05 | Polyvinyl chloride | Home & Garden | 1.70× | ||
| 06 | Duvet | Home & Garden | 1.64× | ||
| 07 | Buscapé | Shopping | 1.60× | ||
| 08 | Pension | Business & Career | 1.60× | ||
| 09 | Freight transport | Cars & Mobility | 1.60× | ||
| 10 | Shopping channel | Movies & TV | 1.60× | ||
| 11 | Collagen | Beauty & Wellness | 1.59× | ||
| 12 | Telecommunications equipment | Technology & Electronics | 1.56× | ||
| 13 | Bed frame | Home & Garden | 1.55× | ||
| 14 | Customs | Travel & Leisure | 1.54× | ||
| 15 | Tupperware | Home & Garden | 1.53× | ||
| 16 | Cetaphil | Beauty & Wellness | 1.53× | ||
| 17 | Kitchen stove | Home & Garden | 1.51× | ||
| 18 | Food processing | Food & Beverages | 1.51× | ||
| 19 | Countertop | Home & Garden | 1.50× | ||
| 20 | Denim | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.25× | |
| Creativity | OPEN | 1.16× | |
| Community Orientation | OPEN | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.74× | |
| Travelling | THRILL | 0.79× | |
| Pet Ownership | JOY | 0.82× |
Instant messaging has an estimated audience of 20,634,300 people in Brazil, concentrated in São Paulo and Minas Gerais.
58.8% of Instant messaging fans are female, 41.2% are male, with an average age of 39.5 years.
Instant messaging fans show strongest brand affinity for WhatsApp (1.89×), Buscapé (1.6×), and Kitchen stove (1.51×) over the country average.
Instant messaging fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Minas Gerais (reach ~2M), and Rio de Janeiro (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Instant messaging itself, the audience over-indexes on Buscapé (1.6×), Kitchen stove (1.51×), Pension (1.6×), and Countertop (1.5×) 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 Instant messaging. 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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