A data profile of the people who buy, follow and care about Retail banking in Brazil — modelled from more than twelve digital signal sources. Retail banking has an estimated audience of 3,963,064 people in Brazil.
The average Retail banking fan in Brazil is 43.1 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 Investment banking, Branch (banking), Online banking, with strongest over-indexing on Investment banking (8.06× the country average).
Demographically, the Retail banking audience skews more female with an average age of 43.1, 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 Retail banking fan in Brazil is more female, around 43.1 years old, with strong Need for Security tendencies and a notable affinity for Investment banking.
The key figures that characterise the Retail banking profile in Brazil.
55.9% are female, 44.1% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 55.9% |
| Male | 44.1% |
| Average age | 43.1 |
| Estimated audience size | 3,963,064 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 27% |
of the worldwide Retail banking audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 11.5% |
| India | 6.9% |
| Brazil | 4.3% |
Where the Retail banking audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Roraima | ~10K | 1.13× | |
| 02 | Federal District | ~70K | 1.09× | |
| 03 | Maranhão | ~100K | 1.04× | |
| 04 | Mato Grosso | ~80K | 1.04× | |
| 05 | Pará | ~100K | 1.01× | |
| 06 | Espírito Santo | ~80K | 1.01× | |
| 07 | Amapá | ~10K | 1.01× | |
| 08 | Pernambuco | ~200K | 1.00× | |
| 09 | Ceará | ~200K | 1.00× | |
| 10 | Paraíba | ~80K | 1.00× | |
| 11 | Amazonas | ~70K | 1.00× | |
| 12 | Rio Grande do Norte | ~70K | 1.00× | |
| 13 | Alagoas | ~60K | 1.00× | |
| 14 | Piauí | ~50K | 1.00× | |
| 15 | Rondônia | ~30K | 1.00× | |
| 16 | Santa Catarina | ~200K | 0.99× | |
| 17 | Goiás | ~100K | 0.99× | |
| 18 | Mato Grosso do Sul | ~60K | 0.99× | |
| 19 | Rio Grande do Sul | ~200K | 0.98× | |
| 20 | Bahia | ~300K | 0.97× | |
| 21 | Paraná | ~200K | 0.96× | |
| 22 | Minas Gerais | ~400K | 0.95× | |
| 23 | Rio de Janeiro | ~400K | 0.95× | |
| 24 | São Paulo | ~900K | 0.88× | |
| 25 | Acre | 0.00× | ||
| 26 | Tocantins | 0.00× | ||
| 27 | Sergipe | 0.00× |
The strongest cross-interests of the Retail banking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Branch (banking) | Business & Career | 28.51× | ||
| 02 | Payroll | Business & Career | 28.03× | ||
| 03 | Professional certification | Business & Career | 20.14× | ||
| 04 | Portfolio (finance) | Business & Career | 17.61× | ||
| 05 | Yahoo! Finance | Business & Career | 15.88× | ||
| 06 | White-collar worker | Business & Career | 15.07× | ||
| 07 | Passive income | Business & Career | 10.78× | ||
| 08 | Savings account | Business & Career | 9.29× | ||
| 09 | Investment banking | Business & Career | 8.06× | ||
| 10 | Mobile banking | Business & Career | 8.02× | ||
| 11 | Local news | News | 7.39× | ||
| 12 | Online banking | Business & Career | 6.54× | ||
| 13 | Creative entrepreneurship | Business & Career | 6.44× | ||
| 14 | Investment strategy | Business & Career | 6.25× | ||
| 15 | Email marketing | Business & Career | 5.71× | ||
| 16 | Sole proprietorship | Business & Career | 5.31× | ||
| 17 | Savings bank | Business & Career | 4.94× | ||
| 18 | Mortgage loans | Business & Career | 4.73× | ||
| 19 | Payment system | Shopping | 4.12× | ||
| 20 | Financial services | Business & Career | 2.21× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.97× | |
| Career Orientation | POWER | 1.67× | |
| Risk Appetite | THRILL | 1.62× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.61× | |
| Urban Lifestyle | OPEN | 0.67× | |
| Extroversion | THRILL | 0.72× |
Retail banking has an estimated audience of 3,963,064 people in Brazil, concentrated in São Paulo and Minas Gerais.
55.9% of Retail banking fans are female, 44.1% are male, with an average age of 43.1 years.
Retail banking fans show strongest brand affinity for Investment banking (8.06×), Branch (banking) (28.51×), and Online banking (6.54×) over the country average.
Retail banking fans in Brazil are most concentrated in São Paulo (reach ~900K), Minas Gerais (reach ~400K), and Rio de Janeiro (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Retail banking itself, the audience over-indexes on Branch (banking) (28.51×), Online banking (6.54×), Creative entrepreneurship (6.44×), and Savings account (9.29×) 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 Retail 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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