A data profile of the people who buy, follow and care about Know-how in Brazil — modelled from more than twelve digital signal sources. Know-how has an estimated audience of 8,179,437 people in Brazil.
Know-how has an estimated audience of 8,179,437 people in Brazil. 63.6% are female, 36.4% are male, average age 41.8. Top brand affinities: Instagram, Country music, Tinder, Rock music, Shopping malls.
Top brand affinities include Instagram, Country music, Tinder, with strongest over-indexing on Instagram (2.23× the country average).
Demographically, the Know-how audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Spirituality, Creativity.
The typical Know-how fan in Brazil is more female, around 41.8 years old, with strong Spirituality tendencies and a notable affinity for Instagram.
The key figures that characterise the Know-how profile in Brazil.
63.6% are female, 36.4% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 63.6% |
| Male | 36.4% |
| Average age | 41.8 |
| Estimated audience size | 8,179,437 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 24% |
The strongest cross-interests of the Know-how audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tinder | Internet & Social Media | 4.64× | ||
| 02 | Catholic Church | Politics & Society | 2.65× | ||
| 03 | Dentistry | Business & Career | 2.34× | ||
| 04 | Country music | Music & Radio | 2.32× | ||
| 05 | Internet & Social Media | 2.23× | |||
| 06 | Rock music | Music & Radio | 2.20× | ||
| 07 | Pop music | Music & Radio | 2.17× | ||
| 08 | Shopping malls | Shopping | 2.05× | ||
| 09 | Hip hop music | Music & Radio | 2.02× | ||
| 10 | Medicine | Business & Career | 1.89× | ||
| 11 | Soul music | Music & Radio | 1.80× | ||
| 12 | Basketball | Sports | 1.69× | ||
| 13 | Fragrances | Beauty & Wellness | 1.68× | ||
| 14 | Jazz music | Music & Radio | 1.66× | ||
| 15 | Entrepreneurship | Business & Career | 1.64× | ||
| 16 | Magazine Luiza | Shopping | 1.61× | ||
| 17 | Furniture | Home & Garden | 1.58× | ||
| 18 | Beauty salons | Beauty & Wellness | 1.58× | ||
| 19 | Electronic music | Music & Radio | 1.56× | ||
| 20 | Spotify | Internet & Social Media | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.54× | |
| Creativity | OPEN | 1.41× | |
| Individualism | JOY | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.69× | |
| Community Orientation | OPEN | 0.73× | |
| Luxury Orientation | PREMIUM | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Know-how. 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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