Shopping Audience in Brazil
Shopping has an estimated audience of 37,669,704 people in Brazil. 58.9% are female, 41.1% are male, average age 40.7. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Martini (vermouth), Universiti Putra Malaysia.
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 Family Orientation, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 2 brand affinities and 27 regions tracked by Rascasse.
Category: Shopping · Type: Topic · Subtype: Lifestyle cluster
Demographics of Shopping fans
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 40.7 |
| Estimated audience size | 37,669,704 |
Audience persona
The typical Shopping fan in Brazil is more female, around 40.7 years old, with strong Family Orientation tendencies and a notable affinity for Martini (vermouth).
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 14,452,165 | 1.47× |
| Rio de Janeiro | 3,703,918 | 1.05× |
| Minas Gerais | 3,502,070 | 0.9× |
| Paraná | 3,272,422 | 1.42× |
| Santa Catarina | 3,178,380 | 1.84× |
| Bahia | 2,338,401 | 0.94× |
| Rio Grande do Sul | 2,116,770 | 0.95× |
| Pernambuco | 1,831,917 | 1.06× |
| Ceará | 1,570,136 | 0.95× |
| Goiás | 1,459,233 | 1.01× |
| Pará | 969,895 | 0.79× |
| Federal District | 924,609 | 1.47× |
| Paraíba | 841,356 | 1.11× |
| Alagoas | 716,565 | 1.3× |
| Espírito Santo | 692,264 | 0.88× |
| Maranhão | 686,913 | 0.73× |
| Mato Grosso | 648,847 | 0.92× |
| Rio Grande do Norte | 571,727 | 0.91× |
| Amazonas | 570,873 | 0.87× |
| Mato Grosso do Sul | 535,110 | 0.97× |
| Sergipe | 355,671 | 0.91× |
| Piauí | 346,392 | 0.66× |
| Rondônia | 289,159 | 0.92× |
| Tocantins | 184,941 | 0.74× |
| Roraima | 93,494 | 0.88× |
| Acre | 93,371 | 0.71× |
| Amapá | 81,530 | 0.61× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Martini (vermouth) | 1.56× | Food & Beverages |
| Universiti Putra Malaysia | 2.08× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.24 |
| Need for Security | CONSERVATISM | 1.24 |
| Design Affinity | PREMIUM | 1.16 |
| Sustainability | BALANCE | 1.15 |
| DIY Mentality | THRILL | 1.15 |
| Quality Awareness | PREMIUM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 7.1% |
| India | 5.9% |
See Shopping audiences in other countries
More Lifestyle cluster audiences in Brazil
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
- Consumer electronics (37,455,299)
How to read this data
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.
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.