According to recent figures released by IBOPE, there are now 102.3 million Internet users in Brazil. This is a significant increase from earlier in the year, in which IBOPE indicated that Brazil had 94 million Internet users.
This figure conflicts with that of comScore, which puts the number of Internet users in Brazil at around 89 million. The reason for this is that IBOPE counts young Internet users aged 2 to 15, while comScore tends to count users from age 15 on up.
While some may argue that IBOPE’s figure doesn’t accurately reflect the Internet market in Brazil (after all, how many 2 year-olds actually go online?), it’s interesting that the 102 million is not that far from the 89 million indicated by comScore. It’s also interesting that IBOPE is noting 9% growth in Brazil’s Internet users since the beginning of 2013. When you combine these figures with recent projections from Ericcson that there will be 350 million mobile subscriptions in Brazil by 2018, it’s clear that in just a few years, this 102 million figure won’t seem like all that much. The challenge, of course, will be how to reach this exponentially growing market of Brazilian Internet users, and for that it’s key to understand the tendencies among key segments, the preferences of the average Internet user and more efficient targeting via programmatic buying.
To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.