A data profile of the people who buy, follow and care about Uber in Brazil — modelled from more than twelve digital signal sources. Uber has an estimated audience of 7,750,504 people in Brazil.
The average Uber fan in Brazil is 39.4 years old, more male, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Ryan Gosling, Carsharing, Google Maps, with strongest over-indexing on Ryan Gosling (4.09× the country average).
Demographically, the Uber audience skews more male with an average age of 39.4, and over-indexes on personality traits such as Urban Lifestyle, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Uber fan in Brazil is more male, around 39.4 years old, with strong Urban Lifestyle tendencies and a notable affinity for Ryan Gosling.
The key figures that characterise the Uber profile in Brazil.
43.9% are female, 56.1% are male, average age 39.4.
| Metric | Value |
|---|---|
| Female | 43.9% |
| Male | 56.1% |
| Average age | 39.4 |
| Estimated audience size | 7,750,504 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 21% | |
| 30-39 | 23% | |
| 40-49 | 21% | |
| 50+ | 19% |
of the worldwide Uber audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 24.3% |
| Brazil | 11.9% |
| United Kingdom | 7.0% |
Where the Uber audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~1M | 1.51× | |
| 02 | Federal District | ~200K | 1.47× | |
| 03 | São Paulo | ~3M | 1.40× | |
| 04 | Rio Grande do Sul | ~600K | 1.25× | |
| 05 | Santa Catarina | ~400K | 1.22× | |
| 06 | Pernambuco | ~400K | 1.18× | |
| 07 | Ceará | ~400K | 1.17× | |
| 08 | Rio Grande do Norte | ~100K | 1.15× | |
| 09 | Minas Gerais | ~900K | 1.14× | |
| 10 | Paraná | ~500K | 1.09× | |
| 11 | Paraíba | ~200K | 1.08× | |
| 12 | Goiás | ~300K | 1.06× | |
| 13 | Amazonas | ~100K | 1.03× | |
| 14 | Espírito Santo | ~200K | 1.00× | |
| 15 | Mato Grosso do Sul | ~100K | 1.00× | |
| 16 | Bahia | ~500K | 0.99× | |
| 17 | Alagoas | ~100K | 0.94× | |
| 18 | Amapá | ~20K | 0.91× | |
| 19 | Sergipe | ~70K | 0.88× | |
| 20 | Maranhão | ~100K | 0.79× | |
| 21 | Mato Grosso | ~100K | 0.79× | |
| 22 | Acre | ~20K | 0.75× | |
| 23 | Roraima | ~20K | 0.74× | |
| 24 | Pará | ~200K | 0.73× | |
| 25 | Piauí | ~70K | 0.64× | |
| 26 | Tocantins | ~30K | 0.64× | |
| 27 | Rondônia | ~30K | 0.55× |
The strongest cross-interests of the Uber audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carsharing | Cars & Mobility | 5.36× | ||
| 02 | Christina Hendricks | Movies & TV | 4.28× | ||
| 03 | Carey Mulligan | Movies & TV | 4.25× | ||
| 04 | Ryan Gosling | Movies & TV | 4.09× | ||
| 05 | Ron Perlman | Movies & TV | 3.96× | ||
| 06 | Oscar Isaac | Movies & TV | 3.23× | ||
| 07 | Bryan Cranston | Movies & TV | 3.10× | ||
| 08 | Nissan Versa | Cars & Mobility | 2.74× | ||
| 09 | Taxicab | Cars & Mobility | 2.15× | ||
| 10 | Tokio Marine | Business & Career | 1.66× | ||
| 11 | Ford Ka | Cars & Mobility | 1.64× | ||
| 12 | Manual transmission | Cars & Mobility | 1.64× | ||
| 13 | Chevrolet Onix | Cars & Mobility | 1.62× | ||
| 14 | Ford Fiesta | Cars & Mobility | 1.60× | ||
| 15 | Honda City | Cars & Mobility | 1.57× | ||
| 16 | Used Cars | Cars & Mobility | 1.56× | ||
| 17 | Ford EcoSport | Cars & Mobility | 1.54× | ||
| 18 | Google Maps | Internet & Social Media | 1.53× | ||
| 19 | KFC | Food & Beverages | 1.53× | ||
| 20 | Fiat Strada | Cars & Mobility | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.10× | |
| Need for Security | CONSERVATISM | 1.10× | |
| Family Orientation | CONSERVATISM | 0.99× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.58× | |
| Individualism | JOY | 0.62× | |
| Sustainability | BALANCE | 0.63× |
Uber's target market in Brazil covers an estimated 7,750,504 people, concentrated in São Paulo and Rio de Janeiro.
43.9% of the Uber audience are female, 56.1% are male, with an average age of 39.4 years.
Uber fans show strongest brand affinity for Ryan Gosling (4.09×), Carsharing (5.36×), and Google Maps (1.53×) over the country average.
Uber fans in Brazil are most concentrated in São Paulo (reach ~3M), Rio de Janeiro (reach ~1M), and Minas Gerais (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Uber itself, the audience over-indexes on Carsharing (5.36×), Google Maps (1.53×), Ford Ka (1.64×), and Taxicab (2.15×) 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 Uber. 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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