Smile Audience in Mexico
Smile has an estimated audience of 4,487,126 people in Mexico. 50.9% are female, 49.1% are male, average age 32.2. Top regions: State of Mexico, Distrito Federal, Jalisco. Top brand affinities: Shopping and fashion, Love & Sex, Costa Rica, Valentine's Day, Game consoles.
The average Smile fan in Mexico is 32.2 years old, balanced, and lives primarily in State of Mexico. The audience is concentrated in State of Mexico, Distrito Federal, Jalisco. Top brand affinities include Shopping and fashion, Love & Sex, Costa Rica, with strongest over-indexing on Shopping and fashion (57.4× the country average). Demographically, the Smile audience skews balanced with an average age of 32.2, and over-indexes on personality traits such as Spirituality, Travelling. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Topic · Subtype: Beauty
Demographics of Smile fans
| Metric | Value |
|---|---|
| Female | 50.9% |
| Male | 49.1% |
| Average age | 32.2 |
| Estimated audience size | 4,487,126 |
Audience persona
The typical Smile fan in Mexico is balanced, around 32.2 years old, with strong Spirituality tendencies and a notable affinity for Shopping and fashion.
Smile fans by region: top regions in Mexico
| Region | Reach | Affinity |
|---|---|---|
| State of Mexico | ~800K | 1.28× |
| Distrito Federal | ~600K | 1.09× |
| Jalisco | ~400K | 1.14× |
| Nuevo Leon | ~300K | 1.25× |
| Veracruz (state) | ~300K | 1.24× |
| Puebla | ~300K | 1.19× |
| Baja California | ~300K | 1.38× |
| Guanajuato | ~200K | 1.16× |
| Chihuahua | ~200K | 1.25× |
| Michoacan de Ocampo | ~100K | 0.92× |
| Coahuila de Zaragoza | ~100K | 1.05× |
| Chiapas | ~100K | 0.82× |
| Yucatan | ~100K | 1.14× |
| Sinaloa | ~100K | 0.82× |
| Guerrero | ~90K | 0.82× |
| Hidalgo | ~90K | 0.85× |
| Oaxaca | ~90K | 0.73× |
| Morelos | ~80K | 0.99× |
| Durango | ~60K | 0.98× |
| Aguascalientes | ~50K | 0.96× |
| Zacatecas | ~50K | 0.87× |
| Tlaxcala | ~40K | 0.8× |
| Nayarit | ~40K | 0.9× |
| Baja California Sur | ~30K | 0.96× |
| Campeche | ~30K | 0.85× |
| Colima | ~20K | 0.83× |
Top brand affinities of Smile fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Shopping and fashion | 57.4× | Shopping |
| Love & Sex | 156.03× | Kids & Family |
| Costa Rica | 77.06× | Travel & Leisure |
| Valentine's Day | 146.41× | Kids & Family |
| Game consoles | 46.61× | Technology & Electronics |
| Exfoliation (cosmetology) | 128.85× | Beauty & Wellness |
| Catholic Church | 27.27× | Politics & Society |
| Sarcasm | 32.03× | Politics & Society |
| Dentistry | 29.17× | Business & Career |
| Mobile game | 20.5× | Games |
| Travel agency | 20.61× | Travel & Leisure |
| Freeware | 22.2× | Technology & Electronics |
| Doctor of Medicine | 24.73× | Business & Career |
| Broadcasting of sports events | 19.98× | Movies & TV |
| Breastfeeding | 19.66× | Kids & Family |
| Machu Picchu | 21.88× | Travel & Leisure |
| Public administration | 22.83× | Business & Career |
| General practitioner | 21.88× | Health |
| Made in USA | 21.25× | Business & Career |
| Civil service | 22.83× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Spirituality | BALANCE | 6.39 |
| Travelling | THRILL | 5.96 |
| Mindfulness | BALANCE | 2.88 |
| Risk Appetite | THRILL | 2.77 |
| Patriotism | CONSERVATISM | 1.43 |
| Urban Lifestyle | OPEN | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.9% |
| Brazil | 5.5% |
| United Kingdom | 4.8% |
See Smile audiences in other countries
More Beauty audiences in Mexico
- Beauty (15,293,228)
- Cosmetology (3,546,507)
- Lip (1,124,050)
- Cuteness (933,601)
- Beauty & Fashion (561,222)
Frequently asked questions
How many fans does Smile have in Mexico?
Smile has an estimated audience of 4,487,126 people in Mexico, concentrated in State of Mexico and Distrito Federal.
What is the gender split and age of Smile fans?
50.9% of Smile fans are female, 49.1% are male, with an average age of 32.2 years.
Which brands do Smile fans like most?
Smile fans show strongest brand affinity for Shopping and fashion (57.4×), Love & Sex (156.03×), and Costa Rica (77.06×) over the country average.
Where do Smile fans live in Mexico?
Smile fans in Mexico are most concentrated in State of Mexico (reach ~800K), Distrito Federal (reach ~600K), and Jalisco (reach ~400K). These three regions account for the largest share of the active audience.
What other brands do Smile fans also like?
Beyond Smile itself, the audience over-indexes on Love & Sex (156.03×), Costa Rica (77.06×), Valentine's Day (146.41×), and Game consoles (46.61×) compared to the Mexico average.
How to read this data
Audience size is the estimated number of people in Mexico who actively search for Smile. 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 Mexico. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.