São Paulo Audience in Brazil
São Paulo has an estimated audience of 31,775,990 people in Brazil. 58.7% are female, 41.3% are male, average age 40.5. Top regions: São Paulo, Minas Gerais, Paraná. Top brand affinities: MSN, AutoZone, Yahoo!, Futon, Netherlands.
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.
Category: Travel & Leisure · Type: POI · Subtype: City
Demographics of São Paulo fans
| Metric | Value |
|---|---|
| Female | 58.7% |
| Male | 41.3% |
| Average age | 40.5 |
| Estimated audience size | 31,775,990 |
Audience persona
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.
São Paulo fans by region: top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | ~17M | 2.01× |
| Minas Gerais | ~2.5M | 0.78× |
| Paraná | ~2M | 1.11× |
| Bahia | ~2M | 0.86× |
| Goiás | ~1.5M | 1.18× |
| Pernambuco | ~1.5M | 0.87× |
| Santa Catarina | ~1M | 0.86× |
| Ceará | ~1M | 0.81× |
| Rio de Janeiro | ~1M | 0.35× |
| Pará | ~900K | 0.9× |
| Mato Grosso | ~800K | 1.41× |
| Mato Grosso do Sul | ~800K | 1.8× |
| Maranhão | ~800K | 1× |
| Rio Grande do Sul | ~700K | 0.35× |
| Piauí | ~600K | 1.47× |
| Paraíba | ~600K | 0.99× |
| Alagoas | ~600K | 1.23× |
| Amazonas | ~500K | 0.99× |
| Rio Grande do Norte | ~500K | 0.98× |
| Federal District | ~400K | 0.78× |
| Espírito Santo | ~400K | 0.55× |
| Rondônia | ~300K | 1.28× |
| Sergipe | ~300K | 0.8× |
| Tocantins | ~200K | 1.07× |
| Acre | ~100K | 1.08× |
| Amapá | ~90K | 0.76× |
| Roraima | ~70K | 0.72× |
Top brand affinities of São Paulo fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| MSN | 1.58× | News |
| AutoZone | 1.51× | Cars & Mobility |
| Yahoo! | 1.56× | Internet & Social Media |
| Futon | 1.55× | Home & Garden |
| Netherlands | 1.52× | Travel & Leisure |
| Rod Stewart | 1.5× | Music & Radio |
| Daiso | 1.56× | Fashion & Accessoires |
| Yakult | 1.53× | Food & Beverages |
| Polo Ralph Lauren | 1.54× | Fashion & Accessoires |
| Dennis Quaid | 1.5× | Movies & TV |
| Aerolíneas Argentinas | 1.51× | Travel & Leisure |
| Country club | 1.58× | Home & Garden |
| Tilapia | 1.54× | Pets & Animals |
| Saint-Gobain | 1.57× | Business & Career |
| Beck | 1.51× | Music & Radio |
| Hamster | 1.63× | Pets & Animals |
| UniEuro | 1.91× | Shopping |
| Koala | 1.52× | Pets & Animals |
| Data warehouse | 1.56× | Technology & Electronics |
| Bank of America | 1.5× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Tradition | CONSERVATISM | 1.23 |
| Individualism | JOY | 1.21 |
| Family Orientation | CONSERVATISM | 1.18 |
| Patriotism | CONSERVATISM | 1.14 |
| Creativity | OPEN | 1.12 |
| Career Orientation | POWER | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 61.5% |
| Italy | 5.7% |
| United States | 3.8% |
See São Paulo audiences in other countries
More City audiences in Brazil
- St Andrews (79,707,367)
- St Albans (79,657,109)
- Nieuwegein (27,122,494)
- Rio de Janeiro (24,008,315)
- Brasília (19,075,715)
Frequently asked questions
How many fans does São Paulo have in Brazil?
São Paulo has an estimated audience of 31,775,990 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of São Paulo fans?
58.7% of São Paulo fans are female, 41.3% are male, with an average age of 40.5 years.
Which brands do São Paulo fans like most?
São Paulo fans show strongest brand affinity for MSN (1.58×), AutoZone (1.51×), and Yahoo! (1.56×) over the country average.
Where do São Paulo fans live in Brazil?
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.
What other brands do São Paulo fans also like?
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.
How to read this data
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.
About this audience profile
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.