• 48.6%209,302 Males
• 51.4%221,360 Females

Largest group: Females at 51.4%

Largest group: 30-49 at 40.4%

• Less than secondary / high school36.9%158,914
• Secondary / high school graduate21.7%93,454
• Post-secondary vocational / technical training11.6%49,957
• Some college / university – no degree7.2%31,008
• Associate / short-cycle tertiary diploma2.1%9,044
• Bachelor's degree12.3%52,971
• Master's degree (MA, MSc, MBA, etc.)6.1%26,270
• Professional degree (MD, DDS, LLB, JD, etc.)1.4%6,029
• Doctorate (PhD, EdD)0.7%3,015

Largest group: Less than secondary / high school at 36.9%

• Married / Civil Partnership35.9%154,608
• Single / Never Married39.3%169,250
• Divorced6.6%28,424
• Widowed / Separated5.6%24,117
• Living with Partner (Cohabiting)12.6%54,263

Largest group: Single / Never Married at 39.3%

• Gen Z (born 1997–2012)31.6%136,089
• Millennials (born 1981–1996)30.9%133,075
• Gen X (born 1965–1980)23.7%102,067
• Baby Boomers (born 1946–1964)11.3%48,665
• Silent Generation (born before 1946)2.5%10,767

Largest group: Gen Z (born 1997–2012) at 31.6%

• Full-Time Employee35.9%154,608
• Self-Employed / Contract / Freelance13.9%59,862
• Student11.5%49,526
• Retired9.9%42,636
• Homemaker6.6%28,424
• Part-Time Employee6.1%26,270
• Unemployed5.7%24,548
• Occasional or Seasonal Work4.3%18,518

Largest group: Full-Time Employee at 35.9%

Largest group: Middle Household Income · R$50,000 – R$69,999 at 18.5%

Largest group: Low Income · R$13,000 – R$21,999 at 16.6%

• Digital Wallet / Mobile Money Users21.2%91,300
• Credit Card Holders16.4%70,629
• Debit Card Users13.8%59,431
• Online / Mobile Banking Users12.2%52,541
• Personal Loan Holders6.8%29,285
• Life Insurance Policy Holders6.7%28,854
• Home Loan / Mortgage Holders5.6%24,117
• Mutual Fund Investors4%17,226

Largest group: Digital Wallet / Mobile Money Users at 21.2%

• Own Primary Residence54.1%232,988
• Rent Primary Residence14.8%63,738
• Live with Family Member(s) in Their Residence23.7%102,067
• Live in Student / University Accommodation3.4%14,643
• Other Living Arrangement4%17,226

Largest group: Own Primary Residence at 54.1%

• 38.1%164,082Detached House
• 11.2%48,234Bungalow / Single-Storey House
• 10.5%45,220Semi-Detached House
• 10%43,066Terraced / Row House / Townhouse
• 7.9%34,022Apartment / Flat – with balcony or garden
• 6.7%28,854Apartment / Flat – no outside space
• 5.1%21,964Cottage / Farmhouse
• 3.6%15,504Dormitory / Hostel / Group Quarters
• 2.6%11,197Condominium / Serviced Apartment
• 2.2%9,475Other Dwelling Type
• 2.1%9,044Mobile Home / Caravan

Largest group: Detached House at 38.1%

Largest group: 18+ Years (adult children) at 24.8%

• Primary Grocery Shoppers14.5%62,446
• Household Head / Main Earner13.6%58,570
• Dual-Income Households12.6%54,263
• Household Budget Managers11.5%49,526
• Multi-Generational Households8.9%38,329
• Single Parents7.3%31,438
• Children's Education Decision Makers6.7%28,854
• Childcare / Nanny Service Users6.4%27,562

Largest group: Primary Grocery Shoppers at 14.5%

• Residential Cleaning / Domestic Help Users18.5%79,672
• Household Service Decision Makers15.3%65,891
• Plumbing Service Customers13.5%58,139
• Air-Conditioning / Cooling Service Customers11.8%50,818
• Electrical Repair Service Customers10.4%44,789
• Pest-Control Service Customers10.2%43,928
• Home Maintenance & Handyman Service Users9.5%40,913
• Laundry / Dry-Cleaning Service Users5.9%25,409

Largest group: Residential Cleaning / Domestic Help Users at 18.5%

• Mixed (Pardo)45%193,798
• White (Branco)44%189,491
• Black (Preto)10%43,066
• Asian (Amarelo)0.5%2,153
• Indigenous (Indígena)0.5%2,153

Largest group: Mixed (Pardo) at 45%

• São Paulo22.7%97,760
• Minas Gerais10%43,066
• Rio de Janeiro8%34,453
• Bahia6.6%28,424
• Paraná5.7%24,548
• Rio Grande do Sul5.4%23,256
• Pernambuco4.3%18,518
• Ceará4.2%18,088
• Santa Catarina3.8%16,365
• Goiás3.6%15,504

Largest group: São Paulo at 22.7%

Automotive

• 29.3%126,184Mass-Market Car Owners
• 18.7%80,534Motorcycle / Scooter Owners
• 13.8%59,431Car Insurance Policy Holders
• 9.7%41,774Vehicle Service & Repair Decision Makers

Technology & Digital Usage

• 27.7%119,293Android Smartphone Users
• 10.1%43,497Online Learning / E-Learning Users
• 9.9%42,636Heavy Mobile App Users (3+ hours / day)
• 8.7%37,468Generative AI & Chatbot Users

Travel

• 23.5%101,206Frequent Domestic Travellers (3+ trips a year)
• 16.3%70,198Family Vacationers
• 9.8%42,205Budget / Backpacker Travellers
• 7.5%32,300Solo Travellers

Lifestyle & Hobbies

• 16.4%70,629Gardeners & Home Growers
• 10.2%43,928Nature & Outdoor Leisure (camping, picnics)
• 10.1%43,497Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 9.7%41,774Arts, Crafts & Hobby Enthusiasts

Media & Entertainment

• 16.9%72,782Free Ad-Supported Video Platform Viewers
• 13.6%58,570OTT / Subscription Video Streaming Subscribers
• 12%51,679Music Streaming Users
• 10.8%46,511Linear / Pay-TV Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 40.7%175,279Non-Tobacco / Nicotine Users
• 22.6%97,330Beer Consumers
• 11.1%47,803Wine & Spirits Consumers
• 10.3%44,358Adult Tobacco Product Users

Consumer Electronics Ownership & Purchase

• 19.7%84,840Consumer Electronics Purchase Decision Makers
• 15.4%66,322Audio / Headphone Device Owners
• 13.3%57,278Major Home Appliance Buyers
• 11.9%51,249Smart TV Owners

Content Creators & Social Media Influence

• 19.7%84,840Casual Social Media Content Posters
• 16.3%70,198Photo & Visual Content Creators
• 15%64,599Short-Form Video Creators
• 11.5%49,526Long-Form Video Creators