A data profile of the people who buy, follow and care about Xiaomi in Brazil — modelled from more than twelve digital signal sources. Xiaomi has an estimated audience of 5,816,671 people in Brazil.
The average Xiaomi fan in Brazil is 35.5 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 Samsung, Motorola, Smartphones, with strongest over-indexing on Samsung (2.6× the country average).
Demographically, the Xiaomi audience skews balanced with an average age of 35.5, and over-indexes on personality traits such as Early Adopter Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Xiaomi fan in Brazil is balanced, around 35.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Samsung.
The key figures that characterise the Xiaomi profile in Brazil.
46.0% are female, 54.0% are male, average age 35.5.
| Metric | Value |
|---|---|
| Female | 46.0% |
| Male | 54.0% |
| Average age | 35.5 |
| Estimated audience size | 5,816,671 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 24% | |
| 30-39 | 21% | |
| 40-49 | 16% | |
| 50+ | 12% |
Where the Xiaomi audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alagoas | ~100K | 1.34× | |
| 02 | Maranhão | ~200K | 1.31× | |
| 03 | Bahia | ~500K | 1.29× | |
| 04 | Pernambuco | ~400K | 1.29× | |
| 05 | Sergipe | ~80K | 1.26× | |
| 06 | Paraíba | ~100K | 1.16× | |
| 07 | Pará | ~200K | 1.11× | |
| 08 | Rio Grande do Norte | ~100K | 1.09× | |
| 09 | Rio de Janeiro | ~600K | 1.06× | |
| 10 | Espírito Santo | ~100K | 1.05× | |
| 11 | Piauí | ~90K | 1.04× | |
| 12 | Minas Gerais | ~600K | 0.98× | |
| 13 | São Paulo | ~1.5M | 0.96× | |
| 14 | Mato Grosso do Sul | ~80K | 0.94× | |
| 15 | Ceará | ~200K | 0.91× | |
| 16 | Amapá | ~20K | 0.91× | |
| 17 | Rio Grande do Sul | ~300K | 0.90× | |
| 18 | Goiás | ~200K | 0.88× | |
| 19 | Acre | ~20K | 0.88× | |
| 20 | Rondônia | ~40K | 0.87× | |
| 21 | Amazonas | ~90K | 0.86× | |
| 22 | Tocantins | ~30K | 0.86× | |
| 23 | Paraná | ~300K | 0.84× | |
| 24 | Federal District | ~90K | 0.84× | |
| 25 | Santa Catarina | ~200K | 0.82× | |
| 26 | Roraima | ~10K | 0.81× | |
| 27 | Mato Grosso | ~90K | 0.79× |
The strongest cross-interests of the Xiaomi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Huawei | Technology & Electronics | 6.28× | ||
| 02 | Mobile phone accessories | Technology & Electronics | 4.87× | ||
| 03 | Apple Store | Shopping | 4.34× | ||
| 04 | Samsung Galaxy | Technology & Electronics | 4.09× | ||
| 05 | Beauty tips | Beauty & Wellness | 3.88× | ||
| 06 | Asus | Technology & Electronics | 3.75× | ||
| 07 | Motorola | Technology & Electronics | 3.46× | ||
| 08 | JBL | Technology & Electronics | 3.17× | ||
| 09 | Wearable technology | Technology & Electronics | 2.98× | ||
| 10 | Healthy food | Health | 2.83× | ||
| 11 | Apple Watch | Technology & Electronics | 2.62× | ||
| 12 | Samsung | Technology & Electronics | 2.60× | ||
| 13 | Apple | Technology & Electronics | 2.39× | ||
| 14 | ICloud | Technology & Electronics | 1.91× | ||
| 15 | Cameras | Technology & Electronics | 1.75× | ||
| 16 | Laptop | Technology & Electronics | 1.74× | ||
| 17 | Buscapé | Shopping | 1.64× | ||
| 18 | Computer hardware | Technology & Electronics | 1.57× | ||
| 19 | Smartphones | Technology & Electronics | 1.51× | ||
| 20 | Black Friday (shopping) | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.72× | |
| Price Sensitivity | PREMIUM | 1.40× | |
| DIY Mentality | THRILL | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.92× | |
| Sustainability | BALANCE | 0.95× | |
| Design Affinity | PREMIUM | 0.97× |
Xiaomi's target market in Brazil covers an estimated 5,816,671 people, concentrated in São Paulo and Minas Gerais.
46.0% of the Xiaomi audience are female, 54.0% are male, with an average age of 35.5 years.
Xiaomi fans show strongest brand affinity for Samsung (2.6×), Motorola (3.46×), and Smartphones (1.51×) over the country average.
Xiaomi fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~600K), and Rio de Janeiro (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Xiaomi itself, the audience over-indexes on Motorola (3.46×), Smartphones (1.51×), Apple (2.39×), and Huawei (6.28×) 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 Xiaomi. 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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