A data profile of the people who buy, follow and care about uol in Brazil — modelled from more than twelve digital signal sources. uol has an estimated audience of 5,211,113 people in Brazil.
The average uol fan in Brazil is 36.3 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Paraná.
Top brand affinities include Current events, Banking, Smartphones, with strongest over-indexing on Current events (1.62× the country average).
Demographically, the uol audience skews balanced with an average age of 36.3, and over-indexes on personality traits such as Need for Security, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical uol fan in Brazil is balanced, around 36.3 years old, with strong Need for Security tendencies and a notable affinity for Current events.
The key figures that characterise the uol profile in Brazil.
52.6% are female, 47.4% are male, average age 36.3.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 36.3 |
| Estimated audience size | 5,211,113 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 16% | |
| 50+ | 16% |
of the worldwide uol audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 59.9% |
| United States | 8.2% |
| Portugal | 6.2% |
Where the uol audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~3M | 2.38× | |
| 02 | Tocantins | ~50K | 1.57× | |
| 03 | Mato Grosso do Sul | ~100K | 1.52× | |
| 04 | Paraná | ~500K | 1.47× | |
| 05 | Federal District | ~100K | 1.31× | |
| 06 | Minas Gerais | ~700K | 1.24× | |
| 07 | Rondônia | ~50K | 1.18× | |
| 08 | Paraíba | ~100K | 1.03× | |
| 09 | Sergipe | ~50K | 1.00× | |
| 10 | Rio Grande do Norte | ~90K | 0.99× | |
| 11 | Goiás | ~200K | 0.98× | |
| 12 | Acre | ~20K | 0.94× | |
| 13 | Bahia | ~300K | 0.91× | |
| 14 | Mato Grosso | ~90K | 0.91× | |
| 15 | Piauí | ~70K | 0.91× | |
| 16 | Alagoas | ~70K | 0.90× | |
| 17 | Santa Catarina | ~200K | 0.85× | |
| 18 | Espírito Santo | ~90K | 0.80× | |
| 19 | Pernambuco | ~200K | 0.78× | |
| 20 | Rio de Janeiro | ~400K | 0.76× | |
| 21 | Amapá | ~10K | 0.76× | |
| 22 | Maranhão | ~90K | 0.68× | |
| 23 | Rio Grande do Sul | ~200K | 0.67× | |
| 24 | Ceará | ~200K | 0.67× | |
| 25 | Amazonas | ~60K | 0.62× | |
| 26 | Pará | ~100K | 0.58× | |
| 27 | Roraima | ~9K | 0.58× |
The strongest cross-interests of the uol audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | MSN | News | 2.13× | ||
| 02 | Hotmart | Shopping | 1.92× | ||
| 03 | Magazine Luiza | Shopping | 1.67× | ||
| 04 | Technology & Electronics | 1.65× | |||
| 05 | Casas Bahia | Shopping | 1.64× | ||
| 06 | Current events | Arts & Culture | 1.62× | ||
| 07 | Banking | Business & Career | 1.59× | ||
| 08 | Samsung | Technology & Electronics | 1.58× | ||
| 09 | Financial services | Business & Career | 1.57× | ||
| 10 | Politics | Politics & Society | 1.55× | ||
| 11 | Religion | Business & Career | 1.55× | ||
| 12 | Credit cards | Business & Career | 1.55× | ||
| 13 | High-definition television | Technology & Electronics | 1.53× | ||
| 14 | Supermarket | Shopping | 1.52× | ||
| 15 | Jesus | Politics & Society | 1.52× | ||
| 16 | Smartphones | Technology & Electronics | 1.51× | ||
| 17 | Real estate | Business & Career | 1.51× | ||
| 18 | Philosophy | Business & Career | 1.50× | ||
| 19 | Furniture | Home & Garden | 1.50× | ||
| 20 | Netflix | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.49× | |
| Spirituality | BALANCE | 1.37× | |
| DIY Mentality | THRILL | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.06× | |
| Patriotism | CONSERVATISM | 1.09× | |
| Sustainability | BALANCE | 1.10× |
uol's target market in Brazil covers an estimated 5,211,113 people, concentrated in São Paulo and Minas Gerais.
52.6% of the uol audience are female, 47.4% are male, with an average age of 36.3 years.
uol fans show strongest brand affinity for Current events (1.62×), Banking (1.59×), and Smartphones (1.51×) over the country average.
uol fans in Brazil are most concentrated in São Paulo (reach ~3M), Minas Gerais (reach ~700K), and Paraná (reach ~500K). These three regions account for the largest share of the active audience.
Beyond uol itself, the audience over-indexes on Banking (1.59×), Smartphones (1.51×), MSN (2.13×), and Philosophy (1.5×) 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 uol. 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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