A data profile of the people who buy, follow and care about Social media in Brazil — modelled from more than twelve digital signal sources. Social media has an estimated audience of 24,273,717 people in Brazil.
The average Social media fan in Brazil is 41.6 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 Instant messaging, Videotelephony, Voice over IP, with strongest over-indexing on Instant messaging (1.62× the country average).
Demographically, the Social media audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Social media fan in Brazil is more female, around 41.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Instant messaging.
The key figures that characterise the Social media profile in Brazil.
58.9% are female, 41.1% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 41.6 |
| Estimated audience size | 24,273,717 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 25% |
of the worldwide Social media audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Where the Social media audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sergipe | ~300K | 1.35× | |
| 02 | Roraima | ~90K | 1.30× | |
| 03 | Amapá | ~100K | 1.25× | |
| 04 | Alagoas | ~400K | 1.18× | |
| 05 | Pernambuco | ~1.5M | 1.16× | |
| 06 | Bahia | ~1.5M | 1.08× | |
| 07 | Rio Grande do Norte | ~400K | 1.06× | |
| 08 | Tocantins | ~200K | 1.06× | |
| 09 | Paraíba | ~500K | 1.04× | |
| 10 | Piauí | ~300K | 1.03× | |
| 11 | Santa Catarina | ~1M | 1.02× | |
| 12 | Ceará | ~1M | 1.01× | |
| 13 | Amazonas | ~400K | 1.00× | |
| 14 | Acre | ~80K | 0.98× | |
| 15 | Federal District | ~400K | 0.96× | |
| 16 | Pará | ~700K | 0.95× | |
| 17 | Rio de Janeiro | ~2M | 0.94× | |
| 18 | Goiás | ~900K | 0.93× | |
| 19 | Maranhão | ~600K | 0.93× | |
| 20 | Rio Grande do Sul | ~1.5M | 0.90× | |
| 21 | São Paulo | ~5.5M | 0.86× | |
| 22 | Mato Grosso do Sul | ~300K | 0.85× | |
| 23 | Minas Gerais | ~2M | 0.84× | |
| 24 | Rondônia | ~200K | 0.83× | |
| 25 | Mato Grosso | ~400K | 0.79× | |
| 26 | Paraná | ~1M | 0.77× | |
| 27 | Espírito Santo | ~400K | 0.76× |
The strongest cross-interests of the Social media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Social Network | Movies & TV | 1.70× | ||
| 02 | Erlang (programming language) | Technology & Electronics | 1.64× | ||
| 03 | Fake news | News | 1.64× | ||
| 04 | Doomscrolling | Internet & Social Media | 1.64× | ||
| 05 | Generation Deutschland | Politics & Society | 1.64× | ||
| 06 | Instant messaging | Internet & Social Media | 1.62× | ||
| 07 | Voice over IP | Technology & Electronics | 1.62× | ||
| 08 | FunTrivia | Games | 1.62× | ||
| 09 | Online quiz | Internet & Social Media | 1.61× | ||
| 10 | Videotelephony | Technology & Electronics | 1.59× | ||
| 11 | SD Eibar | Sports | 1.59× | ||
| 12 | Rayo Vallecano | Travel & Leisure | 1.59× | ||
| 13 | Linens | Home & Garden | 1.59× | ||
| 14 | Sound reinforcement system | Technology & Electronics | 1.59× | ||
| 15 | F.C. Paços de Ferreira | Sports | 1.59× | ||
| 16 | Rio Ave F.C. | Sports | 1.58× | ||
| 17 | Opera News | News | 1.57× | ||
| 18 | Beşiktaş J.K. | Sports | 1.55× | ||
| 19 | Portugal national under-21 football team | Sports | 1.54× | ||
| 20 | Picture frame | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.19× | |
| Creativity | OPEN | 1.16× | |
| Social Media Usage | JOY | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.76× | |
| Early Adopter Mentality | POWER | 0.77× | |
| Spirituality | BALANCE | 0.78× |
Social media has an estimated audience of 24,273,717 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
58.9% of Social media fans are female, 41.1% are male, with an average age of 41.6 years.
Social media fans show strongest brand affinity for Instant messaging (1.62×), Videotelephony (1.59×), and Voice over IP (1.62×) over the country average.
Social media fans in Brazil are most concentrated in São Paulo (reach ~5.5M), Rio de Janeiro (reach ~2M), and Minas Gerais (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Social media itself, the audience over-indexes on Videotelephony (1.59×), Voice over IP (1.62×), Erlang (programming language) (1.64×), and SD Eibar (1.59×) 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 Social media. 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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