Knowledge Equity Research – Brazil

Knowledge Equity ResearchBrazil

Key Insights

  • Black people are well represented in media, but not on Wikipedia
  • We must engage the Asian community, who have low awareness & a more negative view of the platform
  • We must better engage the Brazilian LGBT community, who want to be better represented on Wikipedia (and in Brazilian media overall


  • 16-24 October 2021
  • Online survey
  • Target audience: Online population
  • 1,000 non-white Brazilians
  • 500 nationally representative sample of Brazilians

Usage & Awareness

  • Black/brown women are most aware of Wikipedia
  • White men are the most likely to use Wikipedia, black men & Asian community are less likely
  • Technology is more important for men; there is opportunity to bring in Black & Brown women through health & wellbeing content

Perception & Representation

  • The black community feels Wikipedia under/misrepresents its race, black women especially
  • It is most important to black/brown women & LGBT to be represented on Wikipedia

Editing & Donating

  • Men & those with health conditions are the most likely to claim having edited a Wiki article
  • Wanting to feel part of something biggest editing driver, more so for the brown community
  • The usefulness of the platform and belief in the Wiki cause most important reasons for donating

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Brazil usage

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