A data profile of the people who buy, follow and care about MasterCard in Brazil — modelled from more than twelve digital signal sources. MasterCard has an estimated audience of 2,819,758 people in Brazil.
The average MasterCard fan in Brazil is 42.3 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 Financial services, Kim Kardashian, Mia Khalifa, with strongest over-indexing on Financial services (2.25× the country average).
Demographically, the MasterCard audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Creativity, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical MasterCard fan in Brazil is more female, around 42.3 years old, with strong Creativity tendencies and a notable affinity for Financial services.
The key figures that characterise the MasterCard profile in Brazil.
60.4% are female, 39.6% are male, average age 42.3.
| Metric | Value |
|---|---|
| Female | 60.4% |
| Male | 39.6% |
| Average age | 42.3 |
| Estimated audience size | 2,819,758 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 19% | |
| 30-39 | 23% | |
| 40-49 | 24% | |
| 50+ | 24% |
of the worldwide MasterCard audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 11.7% |
| Brazil | 8.6% |
| Mexico | 5.7% |
Where the MasterCard audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sergipe | ~40K | 1.28× | |
| 02 | Pernambuco | ~200K | 1.17× | |
| 03 | Federal District | ~50K | 1.15× | |
| 04 | Alagoas | ~50K | 1.15× | |
| 05 | Rio Grande do Sul | ~200K | 1.14× | |
| 06 | São Paulo | ~800K | 1.11× | |
| 07 | Paraíba | ~60K | 1.09× | |
| 08 | Espírito Santo | ~60K | 1.06× | |
| 09 | Rio de Janeiro | ~300K | 1.04× | |
| 10 | Santa Catarina | ~100K | 1.04× | |
| 11 | Bahia | ~200K | 1.03× | |
| 12 | Rio Grande do Norte | ~50K | 1.02× | |
| 13 | Ceará | ~100K | 1.00× | |
| 14 | Piauí | ~40K | 0.98× | |
| 15 | Amazonas | ~50K | 0.96× | |
| 16 | Mato Grosso do Sul | ~40K | 0.96× | |
| 17 | Minas Gerais | ~300K | 0.95× | |
| 18 | Pará | ~90K | 0.95× | |
| 19 | Rondônia | ~20K | 0.95× | |
| 20 | Roraima | ~7K | 0.94× | |
| 21 | Paraná | ~200K | 0.93× | |
| 22 | Amapá | ~9K | 0.93× | |
| 23 | Goiás | ~100K | 0.89× | |
| 24 | Maranhão | ~60K | 0.88× | |
| 25 | Tocantins | ~20K | 0.88× | |
| 26 | Acre | ~8K | 0.87× | |
| 27 | Mato Grosso | ~40K | 0.83× |
The strongest cross-interests of the MasterCard audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Portable media players | Technology & Electronics | 5.01× | ||
| 02 | Kim Kardashian | Movies & TV | 3.72× | ||
| 03 | Mia Khalifa | Movies & TV | 3.72× | ||
| 04 | Istanbul | Travel & Leisure | 3.40× | ||
| 05 | Cappuccino | Food & Beverages | 2.87× | ||
| 06 | Debit card | Business & Career | 2.44× | ||
| 07 | Financial services | Business & Career | 2.25× | ||
| 08 | Mobile banking | Business & Career | 2.23× | ||
| 09 | Visa Inc. | Business & Career | 2.18× | ||
| 10 | Banrisul | Business & Career | 1.91× | ||
| 11 | Sampler (musical instrument) | Music & Radio | 1.88× | ||
| 12 | Ney Matogrosso | Music & Radio | 1.85× | ||
| 13 | Payment system | Shopping | 1.72× | ||
| 14 | Loan | Business & Career | 1.64× | ||
| 15 | Lindås | Travel & Leisure | 1.62× | ||
| 16 | Online banking | Business & Career | 1.62× | ||
| 17 | Messianism | Politics & Society | 1.60× | ||
| 18 | Saudade | Politics & Society | 1.58× | ||
| 19 | Creator deity | Politics & Society | 1.55× | ||
| 20 | Banco Bradesco | Business & Career | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.82× | |
| Need for Security | CONSERVATISM | 0.82× | |
| Spirituality | BALANCE | 0.75× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.41× | |
| Design Affinity | PREMIUM | 0.46× | |
| Luxury Orientation | PREMIUM | 0.47× |
MasterCard's target market in Brazil covers an estimated 2,819,758 people, concentrated in São Paulo and Minas Gerais.
60.4% of the MasterCard audience are female, 39.6% are male, with an average age of 42.3 years.
MasterCard fans show strongest brand affinity for Financial services (2.25×), Kim Kardashian (3.72×), and Mia Khalifa (3.72×) over the country average.
MasterCard fans in Brazil are most concentrated in São Paulo (reach ~800K), Minas Gerais (reach ~300K), and Rio de Janeiro (reach ~300K). These three regions account for the largest share of the active audience.
Beyond MasterCard itself, the audience over-indexes on Kim Kardashian (3.72×), Mia Khalifa (3.72×), Portable media players (5.01×), and Loan (1.64×) 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 MasterCard. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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