LinkedIn Audience in Brazil
LinkedIn has an estimated audience of 9,928,001 people in Brazil. 57.9% are female, 42.1% are male, average age 38.9. Top regions: São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities: Trello, Recruitment, Google Docs, Asana (software), InfoJobs.
The average LinkedIn fan in Brazil is 38.9 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 Trello, Recruitment, Google Docs, with strongest over-indexing on Trello (9.02× the country average). Demographically, the LinkedIn audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Career Orientation, Risk Appetite. 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: Website / Newspaper / Magazine · Subtype: Social media
Demographics of LinkedIn fans
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 38.9 |
| Estimated audience size | 9,928,001 |
Audience persona
The typical LinkedIn fan in Brazil is more female, around 38.9 years old, with strong Career Orientation tendencies and a notable affinity for Trello.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 5,643,885 | 2.18× |
| Minas Gerais | 1,433,644 | 1.4× |
| Rio de Janeiro | 1,297,257 | 1.39× |
| Paraná | 945,169 | 1.56× |
| Rio Grande do Sul | 915,037 | 1.56× |
| Santa Catarina | 702,549 | 1.54× |
| Bahia | 562,920 | 0.86× |
| Pernambuco | 514,727 | 1.13× |
| Ceará | 416,714 | 0.96× |
| Goiás | 381,221 | 1.01× |
| Pará | 244,498 | 0.75× |
| Federal District | 240,636 | 1.45× |
| Espírito Santo | 225,162 | 1.09× |
| Amazonas | 210,122 | 1.22× |
| Maranhão | 170,723 | 0.69× |
| Paraíba | 168,763 | 0.84× |
| Mato Grosso | 162,061 | 0.87× |
| Rio Grande do Norte | 145,668 | 0.88× |
| Mato Grosso do Sul | 140,978 | 0.97× |
| Alagoas | 97,038 | 0.67× |
| Sergipe | 86,386 | 0.84× |
| Piauí | 82,677 | 0.6× |
| Rondônia | 53,008 | 0.64× |
| Tocantins | 39,760 | 0.61× |
| Amapá | 14,834 | 0.42× |
| Roraima | 13,633 | 0.49× |
| Acre | 13,027 | 0.38× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Trello | 9.02× | Internet & Social Media |
| Recruitment | 8.77× | Business & Career |
| Google Docs | 3.1× | Internet & Social Media |
| Asana (software) | 11.43× | Technology & Electronics |
| InfoJobs | 3.63× | Business & Career |
| Gemini | 2.05× | Technology & Electronics |
| Employment website | 6.72× | Business & Career |
| Job | 4.34× | Business & Career |
| Professional network service | 8.4× | Technology & Electronics |
| Training | 1.97× | Sports |
| Job interview | 4.71× | Business & Career |
| Escola do Marketing Digital | 6.48× | Business & Career |
| Job hunting | 4.57× | Business & Career |
| Hostinger | 3.01× | Technology & Electronics |
| Google Drive | 2.07× | Technology & Electronics |
| Indeed.com | 2.2× | Business & Career |
| Gmail | 1.9× | Internet & Social Media |
| Canva | 4.89× | Technology & Electronics |
| Office 365 | 2.55× | Technology & Electronics |
| Distance education | 1.71× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 1.83 |
| Risk Appetite | THRILL | 1.38 |
| Healthy Lifestyle | BALANCE | 1.21 |
| Need for Security | CONSERVATISM | 1.2 |
| Social Media Usage | JOY | 1.17 |
| Mindfulness | BALANCE | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 22.5% |
| United States | 17.6% |
| Germany | 4.1% |
See LinkedIn audiences in other countries
More Social media audiences in Brazil
Frequently asked questions
How many fans does LinkedIn have in Brazil?
LinkedIn has an estimated audience of 9,928,001 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of LinkedIn fans?
57.9% of LinkedIn fans are female, 42.1% are male, with an average age of 38.9 years.
Which brands do LinkedIn fans like most?
LinkedIn fans show strongest brand affinity for Trello (9.02×), Recruitment (8.77×), and Google Docs (3.1×) over the country average.
Where do LinkedIn fans live in Brazil?
LinkedIn fans in Brazil are most concentrated in São Paulo (reach 5,643,885), Minas Gerais (reach 1,433,644), and Rio de Janeiro (reach 1,297,257). These three regions account for the largest share of the active audience.
What other brands do LinkedIn fans also like?
Beyond LinkedIn itself, the audience over-indexes on Recruitment (8.77×), Google Docs (3.1×), Asana (software) (11.43×), and InfoJobs (3.63×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for LinkedIn. 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.