Rascasse Audience Intelligence

University Audience in Brazil

A data profile of the people who buy, follow and care about University in Brazil — modelled from more than twelve digital signal sources. University has an estimated audience of 14,726,266 people in Brazil.

#7among Touchpoint in Brazil#39in Business & Career

The average University fan in Brazil is 37.5 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 College, Student, Vocational education, with strongest over-indexing on College (1.79× the country average).

Demographically, the University audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Career Orientation, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.

The typical University fan in Brazil is more female, around 37.5 years old, with strong Career Orientation tendencies and a notable affinity for College.

Category: Business & Career · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the University profile in Brazil.

Audience size
14.7M
in Brazil
Gender
61.4%♀
38.6% male
Age
37.5
average years
Country rank
#275
Touchpoint in Brazil
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of University fans

61.4% are female, 38.6% are male, average age 37.5.

Fig. 02

Gender split

61.4%
Female
38.6%
Male
Demographic split for University audience in Brazil
MetricValue
Female61.4%
Male38.6%
Average age37.5
Estimated audience size14,726,266
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the University audience in Brazil
Age bracketShare%
16-1924%
20-2921%
30-3919%
40-4918%
50+18%
Fig. 04

Worldwide distribution

5.6%

of the worldwide University audience comes from Brazil.

Worldwide audience distribution share by country for University
CountryShare
United States18.8%
Brazil5.6%
Italy4.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Brazil average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the University audience in Brazil is strongest.

Fig. 05

Top regions by affinity

University fans by region: top regions in Brazil
#RegionReachAffinity×
01Federal District~700K2.97×
02São Paulo~6.5M1.75×
03Ceará~900K1.39×
04Rio Grande do Norte~300K1.34×
05Amazonas~300K1.24×
06Rio de Janeiro~1.5M1.22×
07Espírito Santo~400K1.22×
08Bahia~1M0.99×
09Pará~500K0.96×
10Rondônia~100K0.94×
11Maranhão~300K0.92×
12Pernambuco~600K0.89×
13Paraná~800K0.86×
14Santa Catarina~600K0.85×
15Amapá~40K0.84×
16Roraima~30K0.84×
17Mato Grosso~200K0.83×
18Sergipe~100K0.81×
19Rio Grande do Sul~700K0.78×
20Goiás~400K0.77×
21Acre~40K0.74×
22Paraíba~200K0.73×
23Piauí~100K0.71×
24Mato Grosso do Sul~200K0.70×
25Alagoas~200K0.70×
26Minas Gerais~1M0.69×
27Tocantins~70K0.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the University audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for University audience
#·InterestCategoryAffinity×
01Educational televisionKids & Family2.36×
02Massive open online courseBusiness & Career2.30×
03University of OxfordBusiness & Career1.95×
04Green LanternMovies & TV1.85×
05TEC ConcursosBusiness & Career1.84×
06Secondary educationKids & Family1.81×
07CollegeBusiness & Career1.79×
08Academic degreeBusiness & Career1.69×
09Master's degreeBusiness & Career1.65×
10Adult educationBusiness & Career1.65×
11Vocational educationBusiness & Career1.64×
12Heath LedgerMovies & TV1.63×
13Robert PattinsonMovies & TV1.62×
14StudentBusiness & Career1.61×
15SAS (software)Technology & Electronics1.58×
16Vocational schoolBusiness & Career1.56×
17SENAIBusiness & Career1.55×
18CIEEBusiness & Career1.53×
19Professional developmentBusiness & Career1.51×
20Medical schoolHealth1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the University audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by University audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.16×
Community OrientationOPEN1.14×
CreativityOPEN1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by University audience · Rather not
TraitClusterDeviationScore
TravellingTHRILL0.83×
Design AffinityPREMIUM0.83×
Early Adopter MentalityPOWER0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does University have in Brazil?

University has an estimated audience of 14,726,266 people in Brazil, concentrated in São Paulo and Rio de Janeiro.

02

What is the gender split and age of University fans?

61.4% of University fans are female, 38.6% are male, with an average age of 37.5 years.

03

Which brands do University fans like most?

University fans show strongest brand affinity for College (1.79×), Student (1.61×), and Vocational education (1.64×) over the country average.

04

Where do University fans live in Brazil?

University fans in Brazil are most concentrated in São Paulo (reach ~6.5M), Rio de Janeiro (reach ~1.5M), and Minas Gerais (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do University fans also like?

Beyond University itself, the audience over-indexes on Student (1.61×), Vocational education (1.64×), Secondary education (1.81×), and Academic degree (1.69×) compared to the Brazil average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Business & Career audiences in Brazil

See University audiences in other countries

How to read this data

Audience size is the estimated number of people in Brazil who actively search for University. 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.

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