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Southeast Sees Most Internet Action in Brazil

São Paulo and Rio de Janeiro home to most desktop internet users

July 15, 2014 | Advertising & Marketing

Following double-digit growth of 10.9% last year, the number of internet users in Brazil will jump 8.6% in 2014 to total 107.7 million people and 53.1% of the country’s population, eMarketer estimates. Based on a February 2014 study conducted by comScore, the majority of these users will be in the Southeast region of Brazil.

Desktop Internet Users in Brazil, by Region, Feb 2014 (% of total)

Looking at desktop internet users in Brazil, the research found that the majority of consumers ages 6 and older who logged online via PC lived in the Southeast of the country—the most populated region. Despite having the third-largest population among Brazil’s five regions, the South grabbed the second-biggest share of desktop users at 17.0%, vs. 16.5% for the Northeast, second for total residents. Central-West, the region with the smallest population, landed in spot four, while the North rounded out the total.

Looking at a breakdown by state, São Paulo and Rio de Janeiro ranked No. 1 and No. 2 in total desktop internet users ages 6 and older—both are located in the Southeast. Minas Gerais, another Southeastern city that sits between São Paulo and Rio de Janeiro in terms of total population, had the third-highest number of internet users out of the states studied. The leaders in other regions were Rio Grande do Sul (South), Bahia (Northeast), and Distrito Federal (Central-West); no cities from the North made the cut.

Desktop Internet Users in Brazil, by State, 2013 & 2014 (millions and % change)

Though they trailed the Southeastern states in total users, Rio Grande do Sul and Bahia showed the most impressive growth between 2013 and 2014, at 18% and 15%, respectively—suggesting the internet had a promising future in other regions. Still, the Southeast’s dominance is likely to continue, with year-over-year double-digit gains in São Paulo and Minas Gerais in 2014.

But as the world continues to become more mobile, desktop internet usage doesn’t tell the whole story. eMarketer estimates that of the 153.8 million mobile phone users in Brazil this year, 45.4% will log online on their phones at least monthly. These 69.9 million consumers will represent 64.9% of internet users in the country and 34.5% of the population.

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