A data profile of the people who buy, follow and care about Shopping in Brazil — modelled from more than twelve digital signal sources. Shopping has an estimated audience of 37,669,704 people in Brazil.
The average Shopping fan in Brazil is 40.7 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Martini (vermouth), Universiti Putra Malaysia, with strongest over-indexing on Martini (vermouth) (1.56× the country average).
Demographically, the Shopping audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 2 brand affinities and 27 regions tracked by Rascasse.
The typical Shopping fan in Brazil is more female, around 40.7 years old, with strong Creativity tendencies and a notable affinity for Martini (vermouth).
The key figures that characterise the Shopping profile in Brazil.
58.9% are female, 41.1% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 40.7 |
| Estimated audience size | 37,669,704 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 23% |
of the worldwide Shopping audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 7.1% |
| India | 5.9% |
Where the Shopping audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~3M | 1.84× | |
| 02 | São Paulo | ~14M | 1.47× | |
| 03 | Federal District | ~900K | 1.47× | |
| 04 | Paraná | ~3.5M | 1.42× | |
| 05 | Alagoas | ~700K | 1.30× | |
| 06 | Paraíba | ~800K | 1.11× | |
| 07 | Pernambuco | ~2M | 1.06× | |
| 08 | Rio de Janeiro | ~3.5M | 1.05× | |
| 09 | Goiás | ~1.5M | 1.01× | |
| 10 | Mato Grosso do Sul | ~500K | 0.97× | |
| 11 | Rio Grande do Sul | ~2M | 0.95× | |
| 12 | Ceará | ~1.5M | 0.95× | |
| 13 | Bahia | ~2.5M | 0.94× | |
| 14 | Mato Grosso | ~600K | 0.92× | |
| 15 | Rondônia | ~300K | 0.92× | |
| 16 | Rio Grande do Norte | ~600K | 0.91× | |
| 17 | Sergipe | ~400K | 0.91× | |
| 18 | Minas Gerais | ~3.5M | 0.90× | |
| 19 | Roraima | ~90K | 0.89× | |
| 20 | Espírito Santo | ~700K | 0.88× | |
| 21 | Amazonas | ~600K | 0.87× | |
| 22 | Pará | ~1M | 0.79× | |
| 23 | Tocantins | ~200K | 0.75× | |
| 24 | Maranhão | ~700K | 0.73× | |
| 25 | Acre | ~100K | 0.73× | |
| 26 | Piauí | ~300K | 0.67× | |
| 27 | Amapá | ~90K | 0.64× |
The strongest cross-interests of the Shopping audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Universiti Putra Malaysia | Business & Career | 2.08× | ||
| 02 | Martini (vermouth) | Food & Beverages | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.96× | |
| Price Sensitivity | PREMIUM | 0.94× | |
| Family Orientation | CONSERVATISM | 0.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.65× | |
| Risk Appetite | THRILL | 0.68× | |
| Travelling | THRILL | 0.68× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Shopping. 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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