Brazilian Demographics per State

The states of Brazil represent drastically different audiences for online advertisers. In this article we will highlight the main disparities between the states and list some of their most important characteristics to be noted when advertising online.

Inequality between regions in Brazil

As continuously indicated by research, regions in Brazil display tremendous differences in terms of social and economic indexes that might come as a surprise to foreigners who are not familiar with the country’s characteristics.

These disparities are mostly related to two aspects: the historical development of Brazil, which enabled a minimal number of regions to prosper and attract a large number of migrants, and the geographic characteristics of the country. The Amazon rainforest, for example, covers the North region of the country and historically represented a profound impediment to the development of this area.

Some of the Brazilian states are underdeveloped, while others display statistics able to place them close to the richest, most developed countries in the world. The wealthy state of São Paulo, for example, has a population comparable to the entire country of Argentina and a GDP larger than Spains.

When geo-targeting Brazilians it is crucial to mind the dramatically different consumer audiences present in the country’s many states. In the following list, Tech in Brazil compiled a description of every state with indexes that include:

• Population per state, based on the 2010 census provided by the Brazilian Institute of Geography and Statistics, or IBGE
• Rate of population in rural areas provided by Brazilian municipality governments in 2010
• GDP per state based on calculations from 2012 by IBGE
• Average expenditure of Brazilian families, based on data from 2009 by IBGE
• Fixed broadband and mobile subscriptions per state as of January 2015 provided by the Brazilian Telecommunications Agency, or Anatel

North Region

The North region of Brazil is comprised of 7 states that are mostly covered by the Amazon forest and because of the geographical characteristics of the region these states are not highly populated. Most of the inhabitants are located in large city centers, and some of the most notable economic activities in these states is the manufacturing of electronics, in the Free Trade Zone of Manaus and mining in the state of Pará.

Average monthly expenditure for families in this region are found to be the second lowest in the country. Categories such as food, hygiene and personal care display higher expenditure than what is found in other states, which can be attributed to the inflated cost of these products due to the expensive transportation of these products.

Acre

Located in the Northwestern edge of Brazil and bordering Peru and Bolivia, the state of Acre has a population of 790,000, 27% of which are in rural areas, and the GDP per capita is BRL 12,690. Broadband connections are found in 20.9% of households and there are 1.14 mobile subscriptions per citizen.

Amapá

Located in the extreme North of Brazil, the state of Amapá has a population of 750,000, 10.1% of which are in rural areas, and the GDP per capita is BRL 14,914. Broadband connections are found in 10.2% of households and there are 1.22 mobile subscriptions per citizen.

Amazonas

The largest and wealthiest state of the North region, Amazonas is where many manufacturing industries are located, mainly in the state capital Manaus, which is a Free Trade Zone. The state has a population of 3.8 million, 20.8% of which are in rural areas, and the GDP per capita is BRL 17,855. Broadband connections are found in 19.7% of households and there are 1.06 mobile subscriptions per citizen.

Pará

The second largest state in the North region, Pará is home to some of the largest mineral extraction operations in Brazil. The state has a population of 8 million, 31.5% of which are in rural areas, and the GDP per capita is BRL 11,678. Broadband connections are found in 11.3% of households and there are 1.14 mobile subscriptions per citizen.

Rondônia

Located to the South of Amazonas state, Rondônia has a population of 1.7 million, 26.7% of which are in rural areas, and the GDP per capita is BRL 18,466. Broadband connections are found in 18.8% of households and there are 1.4 mobile subscriptions per citizen.

Roraima

Located to the North of Amazonas state, Roraima has a population of 496,000, 23.5% of which are in rural areas, and the GDP per capita is BRL 15,577. Broadband connections are found in 21.5% of households and there are 1.01 mobile subscriptions per citizen.

Tocantins

Located between the state of Amazonas and the Northeastern states, Tocantins has a population of 1.49 million, 21.1% of which are in rural areas, and the GDP per capita is BRL 13,775. Broadband connections are found in 18.8% of households, and there are 1.34 mobile subscriptions per citizen.

Northeastern Region

The Northeastern region of Brazil is comprised of 9 states which include some of the least developed in the country. Some of the notable economic activities in this region include tourism in the states of Bahia, Pernambuco and Ceará.

The average monthly expenditure for families in this region are found to be the lowest in the country, with categories like food, habitation, transportation, hygiene, leisure and education all displaying lower expenditures than the country average.

Alagoas

Located on the Northeastern coastline of Brazil, between the states of Pernambuco and Sergipe, Alagoas has a population of 3.3 million, 26.6% of which in rural areas, and the GDP per capita is BRL 9,333. Broadband connections are found in 15% of households, and there are 1.25 mobile subscriptions per citizen.

Bahia

The largest state in the Northeastern region, Bahia has an economy based on agriculture and coastal activities, bordering the Southern, Central-West and Northern regions of the country. The state has a population of 15.1 million, 27.9% of which are in rural areas, and the GDP per capita is BRL 11,832. Broadband connections are found in 15.8% of households and there are 1.24 mobile subscriptions per citizen.

Ceará

Located between the states of Piauí and Rio Grande do Norte, Ceará has a population of 8.8 million, 24.9% of which are in rural areas, and the GDP per capita is BRL 10,473. Broadband connections are found in 21.4% of households and there are 1.34 mobile subscriptions per citizen.

Maranhão

A very underdeveloped state where some large mining operations are located, Maranhão is placed between the states of Pará and Piauí. Maranhão has a population of 6.8 million, 36.9% of which are in rural areas, and the GDP per capita is BRL 8,760. Broadband connections are found in 9.6% of households and there are 0.96 mobile subscriptions per citizen.

Paraíba

Located between the states of Rio Grande do Norte and Pernambuco, Paraíba has a population of 3.94 million, 24.6% of which are in rural areas, and the GDP per capita is BRL 10,151. Broadband connections are found in 18.8% of households and there are 1.3 mobile subscriptions per citizen.

Pernambuco

Located between the states of Maranhão and Ceará, Pernambuco has a population of 9.3 million, 19.8% of which are in rural areas, and the GDP per capita is BRL 13,138. Broadband connections are found in 17% of households and there are 1.4 mobile subscriptions per citizen.

Piaui

One of the least developed states in Brazil, Piauí has a population of 3.1 million, 34.2% of which are in rural areas, and the GDP per capita is BRL 8,137. Broadband connections are found in 13.9% of households and there are 1.31 mobile subscriptions per citizen.

Rio Grande do Norte

Located on the far Northeastern coastline of Brazil, Rio Grande do Norte has a population of 3.4 million, 22.1% of which are in rural areas, and the GDP per capita is BRL 12,249. Broadband connections are found in 22.5% of households and there are 1.36 mobile subscriptions per citizen.

Sergipe

Located between Bahia and Alagoas, Sergipe has a population of 2.2 million, 26.4% of which are in rural areas, and the GDP per capita is BRL 13,180. Broadband connections are found in 18.5% of households and there are 1.2 mobile subscriptions per citizen.

Central-West Region

The Central-West region of Brazil is comprised of 3 states and the Federal District, where the country’s capital, Brasilia, is located. These states house some of the most productive farms in the country, as notable economic activities in the region include agriculture in the states of Mato Grosso, Mato Grosso do Sul and Goiás and governmental activities in the Federal District.

The monthly expenditure for families in these states is generally lower than the country’s average. Distrito Federal, however, serves as a notable exception, displaying the highest average expenditure in categories such as housing, food, transportation, leisure and education and the overall highest monthly expenditure in the country.

Distrito Federal

The Brazilian Federal District has one of the largest state economies in the country, mostly based on administrative and government activities. The district is located inside the state of Goiás, has a population of 2.8 million, 3.3% of which are in rural areas, and the GDP per capita is BRL 64,653. Broadband connections are found in 64.6% of households and there are 2.18 mobile subscriptions per citizen.

Goiás

Located in the center of Brazil, Goiás has a population of 6.5 million, 9.7% of which are in rural areas, and the GDP per capita is BRL 20,134. Broadband connections are found in 32.9% of households and there are 1.46 mobile subscriptions per citizen.

Mato Grosso

The largest state in the Central-West region, with an economy largely based on agriculture. Mato Grosso has a population of 3.2 million, 18.1% of which are in rural areas, and the GDP per capita is BRL 25,945. Broadband connections are found in 27.2% of households and there are 1.45 mobile subscriptions per citizen.

Mato Grosso do Sul

Located to the south of Mato Grosso and with similar economic landscapes, the state of Mato Grosso do Sul has a population of 2.6 million, 14.3% of which are in rural areas, and the GDP per capita is BRL 21,744. Broadband connections are found in 34.4% of households and there are 1.45 mobile subscriptions per citizen.

Southeast Region

The southeast region is comprised of four states, including some of the wealthiest and highest populated in the country. Notable economic activities include agriculture, industry and commerce in the state of São Paulo, tourism and industries in the state of Rio de Janeiro and agriculture and industries in the state of Minas Gerais.

The monthly expenditure for families in this region are the highest in the country, with categories such as education and leisure displaying notably higher expenditure when compared to other states in Brazil.

Espirito Santo

Located to the North of Rio de Janeiro and to the South of Bahia, the state of Espírito Santo has a population of 3.8 million, 16.6% of which are in rural areas, and the GDP per capita is BRL 29,996. Broadband connections are found in 33.9% of households and there are 1.13 mobile subscriptions per citizen.

Minas Gerais

The largest state of the Southeast region, Minas Gerais has an economy based on agriculture and industry and is home to many large Brazilian companies. The state has a population of 20.7 million, 14.7% of which are in rural areas, and the GDP per capita is BRL 20,324. Broadband connections are found in 33.1% of households and there are 1.29 mobile subscriptions per citizen.

Rio de Janeiro

The state whose capital is one of the most recognized cities in the world, Rio de Janeiro is home to some of the largest Brazilian companies, with a population of 16.4 million, 3.2% of which are in rural areas, and the GDP per capita is BRL 31,064. Broadband connections are found in 46.3% of households and there are 1.49 mobile subscriptions per citizen.

São Paulo

The wealthiest and most populated state in Brazil, São Paulo is home to some of the most profitable companies, industries and agriculture activities in Brazil, with a population of 44 million, 4.1% of which are in rural areas, and the GDP per capita is BRL 33,634. Broadband connections are found in 60.8% of households and there are 1.54 mobile subscriptions per citizen.

South Region

The South region of Brazil includes three states that display indexes very similar to the ones found in states from the Southeast region. Some of the most notable economic activities of these states include the manufacturing of products such as clothing and shoes.

The monthly expenditure for families in this region are generally higher than the country’s average, with categories such as clothing and transportation displaying the highest expenditure across all Brazilian states.

Paraná

Located between the states of São Paulo and Santa Catarina, Paraná has a population of 11 million, 14.6% of which are in rural areas, and the GDP per capita is BRL 24,194. Broadband connections are found in 45.3% of households and there are 1.38 mobile subscriptions per citizen.

Rio Grande do Sul

Located in the far South of Brazil, Rio Grande do Sul has a population of 11.2 million, 14.9% of which are in rural areas, and the GDP per capita is BRL 25,779. Broadband connections are found in 37.2% of households and there are 1.47 mobile subscriptions per citizen.

Santa Catarina

Located in the middle of the South region, Santa Catarina has a population of 6.7 million, 16% of which are in rural areas, and the GDP per capita is BRL 27,771. Broadband connections are found in 42.8% of households and there are 1.34 mobile subscriptions per citizen.

Targeting Platforms

Companies like Advantage Media can help your business target Brazilian consumers with accuracy and agility, offering complete solutions for advertising on multiple platforms.

Advantage Media’s solutions include robust display, mobile and video advertising platforms capable of geo-targeting viewers in Brazilian states and are able to maximize the results of your marketing investment in the country.