A data profile of the people who buy, follow and care about Wikipedia in Brazil — modelled from more than twelve digital signal sources. Wikipedia has an estimated audience of 7,383,254 people in Brazil.
The average Wikipedia fan in Brazil is 43.1 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Video hosting service, UGC, Creative Commons, with strongest over-indexing on Video hosting service (9.29× the country average).
Demographically, the Wikipedia audience skews balanced with an average age of 43.1, and over-indexes on personality traits such as Spirituality, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Wikipedia fan in Brazil is balanced, around 43.1 years old, with strong Spirituality tendencies and a notable affinity for Video hosting service.
The key figures that characterise the Wikipedia profile in Brazil.
52.5% are female, 47.5% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 52.5% |
| Male | 47.5% |
| Average age | 43.1 |
| Estimated audience size | 7,383,254 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 31% |
of the worldwide Wikipedia audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 21.9% |
| Germany | 6.8% |
| United Kingdom | 5.0% |
Where the Wikipedia audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Amapá | ~40K | 1.36× | |
| 02 | Rio Grande do Norte | ~200K | 1.35× | |
| 03 | Rio Grande do Sul | ~600K | 1.27× | |
| 04 | Pernambuco | ~400K | 1.18× | |
| 05 | Santa Catarina | ~400K | 1.18× | |
| 06 | São Paulo | ~2M | 1.16× | |
| 07 | Rio de Janeiro | ~800K | 1.16× | |
| 08 | Federal District | ~100K | 1.16× | |
| 09 | Paraíba | ~200K | 1.14× | |
| 10 | Ceará | ~400K | 1.11× | |
| 11 | Amazonas | ~100K | 1.06× | |
| 12 | Paraná | ~500K | 1.04× | |
| 13 | Minas Gerais | ~800K | 1.00× | |
| 14 | Espírito Santo | ~200K | 0.98× | |
| 15 | Roraima | ~20K | 0.96× | |
| 16 | Piauí | ~100K | 0.95× | |
| 17 | Rondônia | ~60K | 0.93× | |
| 18 | Mato Grosso do Sul | ~90K | 0.85× | |
| 19 | Sergipe | ~70K | 0.85× | |
| 20 | Bahia | ~400K | 0.83× | |
| 21 | Acre | ~20K | 0.83× | |
| 22 | Alagoas | ~90K | 0.82× | |
| 23 | Goiás | ~200K | 0.81× | |
| 24 | Pará | ~200K | 0.80× | |
| 25 | Maranhão | ~100K | 0.80× | |
| 26 | Mato Grosso | ~100K | 0.80× | |
| 27 | Tocantins | ~30K | 0.68× |
The strongest cross-interests of the Wikipedia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | UGC | Business & Career | 9.60× | ||
| 02 | Video hosting service | Technology & Electronics | 9.29× | ||
| 03 | Creative Commons | Technology & Electronics | 6.86× | ||
| 04 | AdSense | Technology & Electronics | 6.83× | ||
| 05 | Orange | Technology & Electronics | 6.52× | ||
| 06 | DeviantArt | Internet & Social Media | 4.77× | ||
| 07 | Web server | Technology & Electronics | 4.70× | ||
| 08 | Music download | Technology & Electronics | 3.86× | ||
| 09 | Video on demand | Movies & TV | 3.86× | ||
| 10 | Video | Movies & TV | 2.28× | ||
| 11 | Television network | Movies & TV | 2.02× | ||
| 12 | Gospel music | Music & Radio | 1.86× | ||
| 13 | Social media | Business & Career | 1.81× | ||
| 14 | High-definition television | Technology & Electronics | 1.75× | ||
| 15 | Jesus | Politics & Society | 1.71× | ||
| 16 | Gemini | Technology & Electronics | 1.60× | ||
| 17 | Religion | Business & Career | 1.58× | ||
| 18 | Federal Senate | Politics & Society | 1.56× | ||
| 19 | Brasília | Travel & Leisure | 1.54× | ||
| 20 | History | Literature | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.60× | |
| Tradition | CONSERVATISM | 1.55× | |
| Community Orientation | OPEN | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.91× | |
| Luxury Orientation | PREMIUM | 0.91× | |
| Design Affinity | PREMIUM | 0.92× |
Wikipedia has an estimated audience of 7,383,254 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
52.5% of Wikipedia fans are female, 47.5% are male, with an average age of 43.1 years.
Wikipedia fans show strongest brand affinity for Video hosting service (9.29×), UGC (9.6×), and Creative Commons (6.86×) over the country average.
Wikipedia fans in Brazil are most concentrated in São Paulo (reach ~2M), Rio de Janeiro (reach ~800K), and Minas Gerais (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Wikipedia itself, the audience over-indexes on UGC (9.6×), Creative Commons (6.86×), Music download (3.86×), and AdSense (6.83×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Wikipedia. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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