We think that one of the most interetsing documents we have come across recently is this MOSAIC study of the Brazilian population put together by finanacial company, Searasa Experian

Much of the data comes from the annual PNAD study conducted by the IBGE responsible for Brazilian census data.

There are some nice summaries here for the 2008 material

and the 2007 study

A good if rather formal introduction to the Brazilian market - taken from the UK Trade and Investments Board

The latest population estimate for Brazil, as of October 2007, stands at 189 million people

Brazil’s population is:
Young: 30% Under 14 years of age 20% between 15 – 24 years of age
Urban: 81% of the population is urban of which 73% of the population own their own home and 16% rent their home
Concentrated: 37 million live in Sao Paulo state, 17 million in Minas Gerais, 14 million in Rio de Janeiro state

Brazilians and Domestic Goods:
97% of homes have a TV: of which 5.3% of homes have Cable TV
90% of homes have a Radio
67% of homes have a cell phone
50% of homes have a fixed telephone line
37.5% have a washing machine
20% of homes have a computer: 0.6% of which are laptops
16% of homes have a video game console
0.09% of homes have a palmtop

Brazil’s Computer User Profile:
20% of homes have a computer but 46% of population use computers – of which 51% use on a daily basis. Of all who use computer: 43% use in home, 25% at work, 18% at school, 17% at somebody elses house, 25% at a paid access location

Brazil and the Internet:
The number of in-home net users rose above the 20 million mark in Sept 07 (up from 14 million in Jan 07)– avg time online per month stands at around 22hours. Of those homes with internet access around 40% have broadband access of which 11% have wireless. 35% of Brazilians now access the internet at home, 26% at work, 30% at educational institutions and 27% elsewhere.

Of all internet users:
78% of internet users use communication functions (email)
65% used for educational purposes
37% participate in community sites such as Orkut
37% play or download games
33% read newspapers or magazines
28% listen to the radio / watch TV
26% download films or music
17% use financial services
14% have made purchases online – priority: books, films, music, consumer electronics goods, computers and IT, electrodomesticals
10% create or update blogs

Brazilians and Cell Phones
60% of Brasilians have used a cell phone in the past 3 months
46% of Brasilians own a cellular phone
89% of which have pre-pay contact
40% of which have internet access
46% use for sending text messages

Brazilian Sports Participation – data taken from Sports Atlas of Brazil

The numbers of participants in key sports are shown below

Swimming
11 million occasional swimmers
8,381 swimming pools

Futsal
10.5 million occasional players
267,000 regular players
3,000 teams
5.6 million pairs of futsal shoes sold annually

Football
7.4 million: regular players
400,000 of which are female players
13,000 amateur teams
11,000 registered players
3.3 million pairs of football boots sold annually
32 million football shirts
300 stadiums
102 million fans

Skating
2.7 million occasionals

Surfing
2.4 million occasionals

Athletics
Minimum of 2 million occasional athletes
500 Athletics clubs

Tennis
690,000 regular and occasional players
7,897 tennis courts

Volleyball
85,000 registered players
15.3 million players

Handball
201,600 regular players

Squash
60,000 regular players

Skiing
30,000 occasional players

Golf
25,000 regulars

Martial Arts
1,380,000 Occasionals

Boliche
56,000 occasionals

Basketball
38,000 registered players

Rugby
7,000 regulars and irregular players