A data profile of the people who buy, follow and care about Magazine Luiza in Brazil — modelled from more than twelve digital signal sources. Magazine Luiza has an estimated audience of 16,569,330 people in Brazil.
The average Magazine Luiza fan in Brazil is 39.8 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio Grande do Sul.
Top brand affinities include O Boticário, AliExpress, Home Appliances, with strongest over-indexing on O Boticário (1.74× the country average).
Demographically, the Magazine Luiza audience skews more female with an average age of 39.8, and over-indexes on personality traits such as DIY Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Magazine Luiza fan in Brazil is more female, around 39.8 years old, with strong DIY Mentality tendencies and a notable affinity for O Boticário.
The key figures that characterise the Magazine Luiza profile in Brazil.
67.1% are female, 32.9% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 67.1% |
| Male | 32.9% |
| Average age | 39.8 |
| Estimated audience size | 16,569,330 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 20% | |
| 50+ | 21% |
of the worldwide Magazine Luiza audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 93.4% |
| United States | 1.5% |
| China | 0.9% |
Where the Magazine Luiza audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alagoas | ~400K | 1.65× | |
| 02 | Paraíba | ~500K | 1.59× | |
| 03 | Rio Grande do Sul | ~1.5M | 1.58× | |
| 04 | Pernambuco | ~1M | 1.52× | |
| 05 | Rio Grande do Norte | ~400K | 1.51× | |
| 06 | Piauí | ~300K | 1.35× | |
| 07 | Minas Gerais | ~2.5M | 1.33× | |
| 08 | Mato Grosso do Sul | ~300K | 1.33× | |
| 09 | Maranhão | ~500K | 1.30× | |
| 10 | Sergipe | ~200K | 1.27× | |
| 11 | Santa Catarina | ~900K | 1.23× | |
| 12 | Ceará | ~900K | 1.22× | |
| 13 | Bahia | ~1.5M | 1.17× | |
| 14 | Pará | ~600K | 1.13× | |
| 15 | Paraná | ~1M | 1.09× | |
| 16 | São Paulo | ~4.5M | 1.06× | |
| 17 | Goiás | ~700K | 1.03× | |
| 18 | Mato Grosso | ~300K | 1.01× | |
| 19 | Rio de Janeiro | ~1M | 0.78× | |
| 20 | Federal District | ~200K | 0.68× | |
| 21 | Espírito Santo | ~200K | 0.47× | |
| 22 | Tocantins | ~50K | 0.46× | |
| 23 | Amapá | ~20K | 0.31× | |
| 24 | Acre | ~20K | 0.31× | |
| 25 | Rondônia | ~40K | 0.30× | |
| 26 | Roraima | ~10K | 0.26× | |
| 27 | Amazonas | ~50K | 0.16× |
The strongest cross-interests of the Magazine Luiza audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Buscapé | Shopping | 2.25× | ||
| 02 | Riachuelo | Shopping | 1.76× | ||
| 03 | Enel | Home & Garden | 1.76× | ||
| 04 | O Boticário | Shopping | 1.74× | ||
| 05 | Lojas Renner | Fashion & Accessoires | 1.73× | ||
| 06 | AliExpress | Shopping | 1.72× | ||
| 07 | Vivo (telecommunications) | Technology & Electronics | 1.67× | ||
| 08 | Netshoes | Shopping | 1.66× | ||
| 09 | Environmental science | Business & Career | 1.65× | ||
| 10 | Crochet | Home & Garden | 1.64× | ||
| 11 | Hotmart | Shopping | 1.64× | ||
| 12 | Carrefour | Shopping | 1.62× | ||
| 13 | Banco do Brasil | Business & Career | 1.60× | ||
| 14 | Insurance | Business & Career | 1.59× | ||
| 15 | Financial services | Business & Career | 1.56× | ||
| 16 | Credit cards | Business & Career | 1.54× | ||
| 17 | Sewing | Home & Garden | 1.54× | ||
| 18 | Home Appliances | Home & Garden | 1.53× | ||
| 19 | Universe | Politics & Society | 1.53× | ||
| 20 | Coupons | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.34× | |
| Price Sensitivity | PREMIUM | 1.24× | |
| Creativity | OPEN | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.83× | |
| Mindfulness | BALANCE | 0.84× | |
| Career Orientation | POWER | 0.88× |
Magazine Luiza's target market in Brazil covers an estimated 16,569,330 people, concentrated in São Paulo and Minas Gerais.
67.1% of the Magazine Luiza audience are female, 32.9% are male, with an average age of 39.8 years.
Magazine Luiza fans show strongest brand affinity for O Boticário (1.74×), AliExpress (1.72×), and Home Appliances (1.53×) over the country average.
Magazine Luiza fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Minas Gerais (reach ~2.5M), and Rio Grande do Sul (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Magazine Luiza itself, the audience over-indexes on AliExpress (1.72×), Home Appliances (1.53×), Credit cards (1.54×), and Carrefour (1.62×) 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 Magazine Luiza. 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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