Markets, side by side
Up to four countries. The differences that decide a launch come first; the full field-by-field table follows.
Markets to compare (2/4)
Presets
Against portfolio
en, fr, it, de, es: the baseline for the “Net-new online reach if added” row.
- Brazil has the most people online: 185.9M, 1.7× ahead of Mexico.
- Mexico has the highest income per person: $13,889 a year.
- Against EFIGS, Brazil's main language is the biggest addition: +186.6M online speakers worldwide.
| Field | Brazil BR · pt-BR | Mexico MX · es-MX |
|---|---|---|
| Population | 220.1M | 130.7M |
| GDP (nominal) | $4T | $2.9T |
| Literacy | 90.4% | 93.5% |
| Official languages | Portuguese | Spanish |
| Top 3 languages | Portuguese (91%), English (8%), German (0.9%) | Spanish (83%), English (13%), Yucateco (0.7%) |
| Online population | 185.9M | 108.7M |
| Internet % | 84.5% | 83.1% |
| GDP per capita (USD) | $10,713 | $13,889 |
| English proficiency | 482 · Low proficiency | 440 · Very low proficiency |
| Net-new online reach if added | +186.6M (pt) | Already covered (es) |
“Net-new online reach” counts online speakers worldwide gained by adding a market’s main language to EFIGS, on the launch planner’s overlap model. English proficiency is EF EPI 2025, shown for context only. “—” means no data, not zero.
Next: rank these against every other candidate, or write the memo. Both start from EFIGS.
Rank the candidatesWrite the memo