A data profile of the people who buy, follow and care about Banking in Portugal — modelled from more than twelve digital signal sources. Banking has an estimated audience of 2,972,651 people in Portugal.
The average Banking fan in Portugal is 45.8 years old, balanced, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Faro District.
Top brand affinities include Online banking, Credit (finance), Investment banking, with strongest over-indexing on Online banking (2.94× the country average).
Demographically, the Banking audience skews balanced with an average age of 45.8, and over-indexes on personality traits such as Need for Security, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Banking fan in Portugal is balanced, around 45.8 years old, with strong Need for Security tendencies and a notable affinity for Online banking.
The key figures that characterise the Banking profile in Portugal.
50.3% are female, 49.7% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 45.8 |
| Estimated audience size | 2,972,651 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 13% | |
| 30-39 | 18% | |
| 40-49 | 25% | |
| 50+ | 36% |
of the worldwide Banking audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 15.6% |
| India | 6.6% |
| Brazil | 5.4% |
Where the Banking audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Faro District | ~500K | 3.00× | |
| 02 | Madeira | ~200K | 2.21× | |
| 03 | Lisbon District | ~1.5M | 1.54× | |
| 04 | Azores | ~100K | 1.34× | |
| 05 | Castelo Branco District | ~70K | 1.30× | |
| 06 | Porto District | ~700K | 1.14× | |
| 07 | Santarém District | ~200K | 1.14× | |
| 08 | Beja District | ~50K | 1.06× | |
| 09 | Leiria District | ~200K | 0.98× | |
| 10 | Bragança District | ~30K | 0.85× | |
| 11 | Portalegre District | ~30K | 0.85× | |
| 12 | Guarda District | ~30K | 0.84× | |
| 13 | Setúbal District | ~300K | 0.82× | |
| 14 | Coimbra District | ~100K | 0.82× | |
| 15 | Évora District | ~40K | 0.82× | |
| 16 | Viana do Castelo District | ~60K | 0.81× | |
| 17 | Vila Real District | ~40K | 0.81× | |
| 18 | Viseu District | ~80K | 0.74× | |
| 19 | Aveiro District | ~100K | 0.65× | |
| 20 | Braga District | ~200K | 0.64× |
The strongest cross-interests of the Banking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Online banking | Business & Career | 2.94× | ||
| 02 | Bank account | Business & Career | 2.64× | ||
| 03 | Retail banking | Business & Career | 2.35× | ||
| 04 | Investment banking | Business & Career | 2.31× | ||
| 05 | Credit (finance) | Business & Career | 2.18× | ||
| 06 | Savings account | Business & Career | 2.14× | ||
| 07 | Real estate investment trust | Business & Career | 2.03× | ||
| 08 | Deposit account | Business & Career | 2.00× | ||
| 09 | Loan | Business & Career | 1.99× | ||
| 10 | Investment management | Business & Career | 1.72× | ||
| 11 | Life insurance | Business & Career | 1.71× | ||
| 12 | Health insurance | Business & Career | 1.65× | ||
| 13 | Diabetes mellitus awareness | Health | 1.62× | ||
| 14 | Electronic funds transfer | Business & Career | 1.61× | ||
| 15 | Pension | Business & Career | 1.61× | ||
| 16 | Financial services | Business & Career | 1.57× | ||
| 17 | Credit cards | Business & Career | 1.54× | ||
| 18 | Revolut | Business & Career | 1.54× | ||
| 19 | Financial accounting | Business & Career | 1.53× | ||
| 20 | Lindås | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.23× | |
| Spirituality | BALANCE | 1.07× | |
| Family Orientation | CONSERVATISM | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.78× | |
| Early Adopter Mentality | POWER | 0.82× | |
| Community Orientation | OPEN | 0.83× |
Banking has an estimated audience of 2,972,651 people in Portugal, concentrated in Lisbon District and Porto District.
50.3% of Banking fans are female, 49.7% are male, with an average age of 45.8 years.
Banking fans show strongest brand affinity for Online banking (2.94×), Credit (finance) (2.18×), and Investment banking (2.31×) over the country average.
Banking fans in Portugal are most concentrated in Lisbon District (reach ~1.5M), Porto District (reach ~700K), and Faro District (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Banking itself, the audience over-indexes on Credit (finance) (2.18×), Investment banking (2.31×), Loan (1.99×), and Financial services (1.57×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for Banking. 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 Portugal. 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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