Instant messaging Audience in Brazil
Instant messaging has an estimated audience of 20,634,300 people in Brazil. 58.8% are female, 41.2% are male, average age 39.5. Top regions: São Paulo, Pernambuco, Bahia. Top brand affinities: WhatsApp, Buscapé, Kitchen stove, Pension, Countertop.
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, Pernambuco, Bahia. 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 Mindfulness, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Topic · Subtype: Content type
Demographics of Instant messaging fans
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 39.5 |
| Estimated audience size | 20,634,300 |
Audience persona
The typical Instant messaging fan in Brazil is more female, around 39.5 years old, with strong Mindfulness tendencies and a notable affinity for WhatsApp.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 1,323,297 | 0.25× |
| Pernambuco | 737,525 | 0.78× |
| Bahia | 718,859 | 0.53× |
| Minas Gerais | 689,814 | 0.32× |
| Ceará | 663,210 | 0.73× |
| Rio de Janeiro | 579,605 | 0.3× |
| Rio Grande do Sul | 541,315 | 0.44× |
| Santa Catarina | 535,460 | 0.57× |
| Paraíba | 523,341 | 1.26× |
| Paraná | 490,872 | 0.39× |
| Piauí | 452,906 | 1.58× |
| Pará | 430,407 | 0.64× |
| Mato Grosso | 416,895 | 1.08× |
| Federal District | 403,661 | 1.17× |
| Maranhão | 384,915 | 0.75× |
| Sergipe | 372,887 | 1.73× |
| Rondônia | 364,571 | 2.12× |
| Rio Grande do Norte | 359,641 | 1.05× |
| Espírito Santo | 323,173 | 0.75× |
| Goiás | 313,733 | 0.4× |
| Mato Grosso do Sul | 286,042 | 0.95× |
| Amazonas | 285,442 | 0.8× |
| Tocantins | 266,747 | 1.95× |
| Alagoas | 262,163 | 0.87× |
| Acre | 189,663 | 2.64× |
| Roraima | 121,544 | 2.09× |
| Amapá | 63,090 | 0.86× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| 1.89× | Internet & Social Media | |
| Buscapé | 1.6× | Shopping |
| Kitchen stove | 1.51× | Home & Garden |
| Pension | 1.6× | Business & Career |
| Countertop | 1.5× | Home & Garden |
| Beşiktaş J.K. | 1.73× | Sports |
| Freight transport | 1.6× | Cars & Mobility |
| Food processing | 1.51× | Food & Beverages |
| Bed frame | 1.55× | Home & Garden |
| Shopping channel | 1.6× | Movies & TV |
| Customs | 1.54× | Travel & Leisure |
| SD Eibar | 1.77× | Sports |
| Polyvinyl chloride | 1.7× | Home & Garden |
| Denim | 1.5× | Fashion & Accessoires |
| Rayo Vallecano | 1.76× | Travel & Leisure |
| Telecommunications equipment | 1.56× | Technology & Electronics |
| Rio Ave F.C. | 1.77× | Sports |
| Duvet | 1.64× | Home & Garden |
| Collagen | 1.59× | Beauty & Wellness |
| Tupperware | 1.53× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 1.98 |
| Luxury Orientation | PREMIUM | 1.67 |
| Family Orientation | CONSERVATISM | 1.65 |
| Risk Appetite | THRILL | 1.62 |
| Price Sensitivity | PREMIUM | 1.59 |
| Creativity | OPEN | 1.51 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
See Instant messaging audiences in other countries
- Instant messaging — Germany
- Instant messaging — United States
- Instant messaging — United Kingdom
- Instant messaging — France
- Instant messaging — Italy
- Instant messaging — Spain
- Instant messaging — Japan
- Instant messaging — South Korea
- Instant messaging — India
- Instant messaging — Canada
- Instant messaging — Mexico
More Content type audiences in Brazil
- Meme (10,505,322)
- Internet meme (7,700,805)
- Viral video (6,095,949)
- Influencer marketing (4,498,300)
- Practical joke (3,078,625)
Frequently asked questions
How many fans does Instant messaging have in Brazil?
Instant messaging has an estimated audience of 20,634,300 people in Brazil, concentrated in São Paulo and Pernambuco.
What is the gender split and age of Instant messaging fans?
58.8% of Instant messaging fans are female, 41.2% are male, with an average age of 39.5 years.
Which brands do Instant messaging fans like most?
Instant messaging fans show strongest brand affinity for WhatsApp (1.89×), Buscapé (1.6×), and Kitchen stove (1.51×) over the country average.
Where do Instant messaging fans live in Brazil?
Instant messaging fans in Brazil are most concentrated in São Paulo (reach 1,323,297), Pernambuco (reach 737,525), and Bahia (reach 718,859). These three regions account for the largest share of the active audience.
What other brands do Instant messaging fans also like?
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.
How to read this data
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.
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.