A data profile of the people who buy, follow and care about Online banking in Brazil — modelled from more than twelve digital signal sources. Online banking has an estimated audience of 6,125,233 people in Brazil.
The average Online banking fan in Brazil is 42.7 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Santa Catarina.
Top brand affinities include Mobile banking, Payment system, Line of credit, with strongest over-indexing on Mobile banking (15.28× the country average).
Demographically, the Online banking audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Need for Security, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Online banking fan in Brazil is balanced, around 42.7 years old, with strong Need for Security tendencies and a notable affinity for Mobile banking.
The key figures that characterise the Online banking profile in Brazil.
54.5% are female, 45.5% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 42.7 |
| Estimated audience size | 6,125,233 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 27% |
of the worldwide Online banking audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 10.8% |
| India | 5.6% |
| Brazil | 4.6% |
Where the Online banking audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~600K | 2.11× | |
| 02 | Roraima | ~20K | 1.38× | |
| 03 | Rio de Janeiro | ~600K | 1.05× | |
| 04 | Amapá | ~20K | 1.05× | |
| 05 | Acre | ~20K | 1.03× | |
| 06 | Sergipe | ~60K | 1.02× | |
| 07 | Alagoas | ~90K | 1.01× | |
| 08 | Rondônia | ~50K | 1.01× | |
| 09 | Tocantins | ~40K | 1.01× | |
| 10 | Piauí | ~80K | 0.99× | |
| 11 | Amazonas | ~100K | 0.98× | |
| 12 | Rio Grande do Norte | ~100K | 0.98× | |
| 13 | Mato Grosso do Sul | ~90K | 0.98× | |
| 14 | Paraíba | ~100K | 0.97× | |
| 15 | Mato Grosso | ~100K | 0.96× | |
| 16 | Maranhão | ~100K | 0.95× | |
| 17 | Espírito Santo | ~100K | 0.94× | |
| 18 | Federal District | ~100K | 0.94× | |
| 19 | Pará | ~200K | 0.93× | |
| 20 | Pernambuco | ~300K | 0.92× | |
| 21 | Ceará | ~200K | 0.91× | |
| 22 | Goiás | ~200K | 0.91× | |
| 23 | Rio Grande do Sul | ~300K | 0.90× | |
| 24 | Bahia | ~400K | 0.88× | |
| 25 | Paraná | ~300K | 0.87× | |
| 26 | Minas Gerais | ~500K | 0.81× | |
| 27 | São Paulo | ~1M | 0.68× |
The strongest cross-interests of the Online banking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Financial risk management | Business & Career | 38.76× | ||
| 02 | Peer-to-peer lending | Business & Career | 30.88× | ||
| 03 | Portfolio (finance) | Business & Career | 18.17× | ||
| 04 | Google Wallet | Technology & Electronics | 16.52× | ||
| 05 | Mobile banking | Business & Career | 15.28× | ||
| 06 | Branch (banking) | Business & Career | 11.38× | ||
| 07 | Payment card | Fashion & Accessoires | 9.29× | ||
| 08 | Mobile payment | Business & Career | 7.48× | ||
| 09 | Line of credit | Business & Career | 7.20× | ||
| 10 | Payment system | Shopping | 6.26× | ||
| 11 | Debit card | Business & Career | 6.25× | ||
| 12 | Retail banking | Business & Career | 5.89× | ||
| 13 | Savings bank | Business & Career | 5.13× | ||
| 14 | Digital wallet | Internet & Social Media | 4.62× | ||
| 15 | Bank account | Business & Career | 4.47× | ||
| 16 | Loan | Business & Career | 3.38× | ||
| 17 | Investment banking | Business & Career | 3.10× | ||
| 18 | Credit (finance) | Business & Career | 2.84× | ||
| 19 | Credit cards | Business & Career | 2.09× | ||
| 20 | Banking | Business & Career | 1.87× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.48× | |
| Career Orientation | POWER | 1.22× | |
| Price Sensitivity | PREMIUM | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.59× | |
| Tradition | CONSERVATISM | 0.59× | |
| Individualism | JOY | 0.65× |
Online banking has an estimated audience of 6,125,233 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
54.5% of Online banking fans are female, 45.5% are male, with an average age of 42.7 years.
Online banking fans show strongest brand affinity for Mobile banking (15.28×), Payment system (6.26×), and Line of credit (7.2×) over the country average.
Online banking fans in Brazil are most concentrated in São Paulo (reach ~1M), Rio de Janeiro (reach ~600K), and Santa Catarina (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Online banking itself, the audience over-indexes on Payment system (6.26×), Line of credit (7.2×), Mobile payment (7.48×), and Portfolio (finance) (18.17×) 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 Online banking. 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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