A data profile of the people who buy, follow and care about São Paulo in Brazil — modelled from more than twelve digital signal sources. São Paulo has an estimated audience of 31,775,990 people in Brazil.
The average São Paulo fan in Brazil is 40.5 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Paraná.
Top brand affinities include MSN, AutoZone, Yahoo!, with strongest over-indexing on MSN (1.58× the country average).
Demographically, the São Paulo audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Tradition, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical São Paulo fan in Brazil is more female, around 40.5 years old, with strong Tradition tendencies and a notable affinity for MSN.
The key figures that characterise the São Paulo profile in Brazil.
58.7% are female, 41.3% are male, average age 40.5.
| Metric | Value |
|---|---|
| Female | 58.7% |
| Male | 41.3% |
| Average age | 40.5 |
| Estimated audience size | 31,775,990 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 23% |
of the worldwide São Paulo audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 61.5% |
| Italy | 5.7% |
| United States | 3.8% |
Where the São Paulo audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~17M | 2.01× | |
| 02 | Mato Grosso do Sul | ~800K | 1.80× | |
| 03 | Piauí | ~600K | 1.47× | |
| 04 | Mato Grosso | ~800K | 1.41× | |
| 05 | Rondônia | ~300K | 1.28× | |
| 06 | Alagoas | ~600K | 1.23× | |
| 07 | Goiás | ~1.5M | 1.18× | |
| 08 | Paraná | ~2M | 1.11× | |
| 09 | Acre | ~100K | 1.08× | |
| 10 | Tocantins | ~200K | 1.07× | |
| 11 | Maranhão | ~800K | 1.00× | |
| 12 | Paraíba | ~600K | 0.99× | |
| 13 | Amazonas | ~500K | 0.99× | |
| 14 | Rio Grande do Norte | ~500K | 0.98× | |
| 15 | Pará | ~900K | 0.90× | |
| 16 | Pernambuco | ~1.5M | 0.87× | |
| 17 | Bahia | ~2M | 0.86× | |
| 18 | Santa Catarina | ~1M | 0.86× | |
| 19 | Ceará | ~1M | 0.81× | |
| 20 | Sergipe | ~300K | 0.80× | |
| 21 | Minas Gerais | ~2.5M | 0.78× | |
| 22 | Federal District | ~400K | 0.78× | |
| 23 | Amapá | ~90K | 0.76× | |
| 24 | Roraima | ~70K | 0.72× | |
| 25 | Espírito Santo | ~400K | 0.55× | |
| 26 | Rio de Janeiro | ~1M | 0.35× | |
| 27 | Rio Grande do Sul | ~700K | 0.35× |
The strongest cross-interests of the São Paulo audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | UniEuro | Shopping | 1.91× | ||
| 02 | Hamster | Pets & Animals | 1.63× | ||
| 03 | MSN | News | 1.58× | ||
| 04 | Country club | Home & Garden | 1.58× | ||
| 05 | Saint-Gobain | Business & Career | 1.57× | ||
| 06 | Yahoo! | Internet & Social Media | 1.56× | ||
| 07 | Daiso | Fashion & Accessoires | 1.56× | ||
| 08 | Data warehouse | Technology & Electronics | 1.56× | ||
| 09 | Futon | Home & Garden | 1.55× | ||
| 10 | Polo Ralph Lauren | Fashion & Accessoires | 1.54× | ||
| 11 | Tilapia | Pets & Animals | 1.54× | ||
| 12 | Yakult | Food & Beverages | 1.53× | ||
| 13 | Netherlands | Travel & Leisure | 1.52× | ||
| 14 | Koala | Pets & Animals | 1.52× | ||
| 15 | AutoZone | Cars & Mobility | 1.51× | ||
| 16 | Aerolíneas Argentinas | Travel & Leisure | 1.51× | ||
| 17 | Beck | Music & Radio | 1.51× | ||
| 18 | Rod Stewart | Music & Radio | 1.50× | ||
| 19 | Dennis Quaid | Movies & TV | 1.50× | ||
| 20 | Bank of America | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.23× | |
| Individualism | JOY | 1.21× | |
| Family Orientation | CONSERVATISM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.52× | |
| Mindfulness | BALANCE | 0.80× | |
| Luxury Orientation | PREMIUM | 0.84× |
São Paulo has an estimated audience of 31,775,990 people in Brazil, concentrated in São Paulo and Minas Gerais.
58.7% of São Paulo fans are female, 41.3% are male, with an average age of 40.5 years.
São Paulo fans show strongest brand affinity for MSN (1.58×), AutoZone (1.51×), and Yahoo! (1.56×) over the country average.
São Paulo fans in Brazil are most concentrated in São Paulo (reach ~17M), Minas Gerais (reach ~2.5M), and Paraná (reach ~2M). These three regions account for the largest share of the active audience.
Beyond São Paulo itself, the audience over-indexes on AutoZone (1.51×), Yahoo! (1.56×), Futon (1.55×), and Netherlands (1.52×) 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 São Paulo. 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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