A data profile of the people who buy, follow and care about Son in Brazil — modelled from more than twelve digital signal sources. Son has an estimated audience of 7,938,262 people in Brazil.
Son has an estimated audience of 7,938,262 people in Brazil. 76.4% are female, 23.6% are male, average age 38.6. Top brand affinities: Instagram, Galinha Pintadinha, Country music, Medicine, Shopping malls.
Top brand affinities include Instagram, Galinha Pintadinha, Country music, with strongest over-indexing on Instagram (1.91× the country average).
Demographically, the Son audience skews more female with an average age of 38.6, and over-indexes on personality traits such as Indulgence, Creativity.
The typical Son fan in Brazil is more female, around 38.6 years old, with strong Indulgence tendencies and a notable affinity for Instagram.
The key figures that characterise the Son profile in Brazil.
76.4% are female, 23.6% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 76.4% |
| Male | 23.6% |
| Average age | 38.6 |
| Estimated audience size | 7,938,262 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 25% | |
| 30-39 | 24% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide Son audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 17.3% |
| Japan | 15.5% |
| United States | 12.6% |
The strongest cross-interests of the Son audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Patati Patatá | Music & Radio | 4.05× | ||
| 02 | Galinha Pintadinha | Movies & TV | 2.78× | ||
| 03 | mulheres | Movies & TV | 1.92× | ||
| 04 | Internet & Social Media | 1.91× | |||
| 05 | Medicine | Business & Career | 1.87× | ||
| 06 | Rock music | Music & Radio | 1.87× | ||
| 07 | Pop music | Music & Radio | 1.87× | ||
| 08 | Hip hop music | Music & Radio | 1.82× | ||
| 09 | Country music | Music & Radio | 1.81× | ||
| 10 | Shopping malls | Shopping | 1.79× | ||
| 11 | Beauty salons | Beauty & Wellness | 1.71× | ||
| 12 | Fragrances | Beauty & Wellness | 1.65× | ||
| 13 | Furniture | Home & Garden | 1.64× | ||
| 14 | Toys | Games | 1.63× | ||
| 15 | Personal care | Health | 1.60× | ||
| 16 | Jazz music | Music & Radio | 1.60× | ||
| 17 | Boutiques | Fashion & Accessoires | 1.60× | ||
| 18 | Soul music | Music & Radio | 1.58× | ||
| 19 | Entrepreneurship | Business & Career | 1.57× | ||
| 20 | Candy | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.59× | |
| Creativity | OPEN | 1.51× | |
| Price Sensitivity | PREMIUM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.73× | |
| Early Adopter Mentality | POWER | 0.80× | |
| Patriotism | CONSERVATISM | 0.89× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Son. 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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