A data profile of the people who buy, follow and care about Renovation in Brazil — modelled from more than twelve digital signal sources. Renovation has an estimated audience of 9,882,365 people in Brazil.
The average Renovation fan in Brazil is 44.7 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 Condominio, Modern architecture, Dining room, with strongest over-indexing on Condominio (2.22× the country average).
Demographically, the Renovation audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Renovation fan in Brazil is more female, around 44.7 years old, with strong Design Affinity tendencies and a notable affinity for Condominio.
The key figures that characterise the Renovation profile in Brazil.
57.0% are female, 43.0% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 57.0% |
| Male | 43.0% |
| Average age | 44.7 |
| Estimated audience size | 9,882,365 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 23% | |
| 40-49 | 26% | |
| 50+ | 29% |
of the worldwide Renovation audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 8.0% |
| United Kingdom | 5.4% |
Where the Renovation audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Roraima | ~30K | 1.18× | |
| 02 | Amapá | ~40K | 1.10× | |
| 03 | Acre | ~40K | 1.07× | |
| 04 | Tocantins | ~70K | 1.05× | |
| 05 | Rondônia | ~90K | 1.03× | |
| 06 | Santa Catarina | ~500K | 1.01× | |
| 07 | Alagoas | ~100K | 1.01× | |
| 08 | Sergipe | ~100K | 1.01× | |
| 09 | Mato Grosso do Sul | ~100K | 1.00× | |
| 10 | Federal District | ~200K | 0.99× | |
| 11 | Piauí | ~100K | 0.99× | |
| 12 | Paraíba | ~200K | 0.97× | |
| 13 | Rio Grande do Norte | ~200K | 0.97× | |
| 14 | Amazonas | ~200K | 0.96× | |
| 15 | Maranhão | ~200K | 0.95× | |
| 16 | Espírito Santo | ~200K | 0.95× | |
| 17 | Mato Grosso | ~200K | 0.95× | |
| 18 | Pernambuco | ~400K | 0.94× | |
| 19 | Rio de Janeiro | ~900K | 0.93× | |
| 20 | Pará | ~300K | 0.93× | |
| 21 | Ceará | ~400K | 0.92× | |
| 22 | Rio Grande do Sul | ~500K | 0.91× | |
| 23 | Goiás | ~300K | 0.91× | |
| 24 | São Paulo | ~2.5M | 0.89× | |
| 25 | Bahia | ~600K | 0.88× | |
| 26 | Minas Gerais | ~900K | 0.85× | |
| 27 | Paraná | ~500K | 0.85× |
The strongest cross-interests of the Renovation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home repair | Home & Garden | 3.79× | ||
| 02 | Wallpaper (magazine) | Home & Garden | 3.42× | ||
| 03 | Bedroom | Home & Garden | 3.36× | ||
| 04 | Dining room | Home & Garden | 2.97× | ||
| 05 | Home décor products | Home & Garden | 2.96× | ||
| 06 | Modern architecture | Arts & Culture | 2.76× | ||
| 07 | Blanket | Home & Garden | 2.73× | ||
| 08 | Architect | Home & Garden | 2.44× | ||
| 09 | Bedding | Home & Garden | 2.37× | ||
| 10 | Living room | Home & Garden | 2.35× | ||
| 11 | Condominio | Home & Garden | 2.22× | ||
| 12 | Household | Home & Garden | 2.08× | ||
| 13 | Bed | Home & Garden | 1.86× | ||
| 14 | Apartment | Business & Career | 1.80× | ||
| 15 | Real property | Home & Garden | 1.73× | ||
| 16 | Funding | Business & Career | 1.73× | ||
| 17 | Home improvement | Home & Garden | 1.67× | ||
| 18 | Air travel | Travel & Leisure | 1.58× | ||
| 19 | Gated community | Home & Garden | 1.57× | ||
| 20 | Furniture | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.54× | |
| DIY Mentality | THRILL | 1.51× | |
| Quality Awareness | PREMIUM | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.63× | |
| Early Adopter Mentality | POWER | 0.72× | |
| Patriotism | CONSERVATISM | 0.73× |
Renovation has an estimated audience of 9,882,365 people in Brazil, concentrated in São Paulo and Minas Gerais.
57.0% of Renovation fans are female, 43.0% are male, with an average age of 44.7 years.
Renovation fans show strongest brand affinity for Condominio (2.22×), Modern architecture (2.76×), and Dining room (2.97×) over the country average.
Renovation fans in Brazil are most concentrated in São Paulo (reach ~2.5M), Minas Gerais (reach ~900K), and Rio de Janeiro (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Renovation itself, the audience over-indexes on Modern architecture (2.76×), Dining room (2.97×), Furniture (1.53×), and Wallpaper (magazine) (3.42×) 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 Renovation. 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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