A data profile of the people who buy, follow and care about Waze in Brazil — modelled from more than twelve digital signal sources. Waze has an estimated audience of 3,897,178 people in Brazil.
The average Waze fan in Brazil is 39.6 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Google Maps, Renault Twingo, Toyota Aygo, with strongest over-indexing on Google Maps (8.66× the country average).
Demographically, the Waze audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as Need for Security, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Waze fan in Brazil is balanced, around 39.6 years old, with strong Need for Security tendencies and a notable affinity for Google Maps.
The key figures that characterise the Waze profile in Brazil.
46.8% are female, 53.2% are male, average age 39.6.
| Metric | Value |
|---|---|
| Female | 46.8% |
| Male | 53.2% |
| Average age | 39.6 |
| Estimated audience size | 3,897,178 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 21% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 19% |
of the worldwide Waze audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 13.0% |
| Brazil | 11.4% |
| France | 7.5% |
Where the Waze audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Federal District | ~100K | 2.01× | |
| 02 | São Paulo | ~1.5M | 1.69× | |
| 03 | Santa Catarina | ~300K | 1.52× | |
| 04 | Rio Grande do Sul | ~300K | 1.50× | |
| 05 | Pernambuco | ~200K | 1.41× | |
| 06 | Minas Gerais | ~500K | 1.33× | |
| 07 | Espírito Santo | ~100K | 1.33× | |
| 08 | Paraná | ~300K | 1.29× | |
| 09 | Rio de Janeiro | ~500K | 1.28× | |
| 10 | Goiás | ~200K | 1.28× | |
| 11 | Bahia | ~300K | 1.11× | |
| 12 | Alagoas | ~60K | 1.01× | |
| 13 | Amazonas | ~70K | 1.00× | |
| 14 | Ceará | ~200K | 0.97× | |
| 15 | Sergipe | ~40K | 0.91× | |
| 16 | Paraíba | ~70K | 0.85× | |
| 17 | Mato Grosso | ~60K | 0.84× | |
| 18 | Pará | ~100K | 0.83× | |
| 19 | Rio Grande do Norte | ~50K | 0.77× | |
| 20 | Mato Grosso do Sul | ~40K | 0.77× | |
| 21 | Roraima | ~7K | 0.63× | |
| 22 | Piauí | ~30K | 0.60× | |
| 23 | Acre | ~8K | 0.60× | |
| 24 | Amapá | ~8K | 0.59× | |
| 25 | Maranhão | ~50K | 0.55× | |
| 26 | Rondônia | ~20K | 0.55× | |
| 27 | Tocantins | ~10K | 0.55× |
The strongest cross-interests of the Waze audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Toyota Aygo | Cars & Mobility | 20.64× | ||
| 02 | Renault Twingo | Cars & Mobility | 19.72× | ||
| 03 | SEAT Ibiza | Cars & Mobility | 18.20× | ||
| 04 | Citroën C3 | Cars & Mobility | 9.68× | ||
| 05 | Fiat Ducato | Cars & Mobility | 9.18× | ||
| 06 | Google Maps | Internet & Social Media | 8.66× | ||
| 07 | Citroën C4 | Cars & Mobility | 7.93× | ||
| 08 | Fiat Uno | Cars & Mobility | 6.33× | ||
| 09 | Tokio Marine | Business & Career | 6.13× | ||
| 10 | Peugeot 208 | Cars & Mobility | 5.01× | ||
| 11 | Carros | Travel & Leisure | 4.70× | ||
| 12 | Fiat Strada | Cars & Mobility | 4.66× | ||
| 13 | Uber | Cars & Mobility | 4.09× | ||
| 14 | Elle Fanning | Movies & TV | 4.08× | ||
| 15 | Mass production | Business & Career | 4.06× | ||
| 16 | Taxicab | Cars & Mobility | 3.99× | ||
| 17 | Localiza | Cars & Mobility | 3.23× | ||
| 18 | WebMotors | Cars & Mobility | 2.24× | ||
| 19 | Mega-Sena | Games | 2.23× | ||
| 20 | OLX | Shopping | 2.05× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.80× | |
| Urban Lifestyle | OPEN | 1.36× | |
| Family Orientation | CONSERVATISM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.75× | |
| Early Adopter Mentality | POWER | 0.76× | |
| Extroversion | THRILL | 0.77× |
Waze has an estimated audience of 3,897,178 people in Brazil, concentrated in São Paulo and Minas Gerais.
46.8% of Waze fans are female, 53.2% are male, with an average age of 39.6 years.
Waze fans show strongest brand affinity for Google Maps (8.66×), Renault Twingo (19.72×), and Toyota Aygo (20.64×) over the country average.
Waze fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~500K), and Rio de Janeiro (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Waze itself, the audience over-indexes on Renault Twingo (19.72×), Toyota Aygo (20.64×), Uber (4.09×), and Localiza (3.23×) 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 Waze. 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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