A data profile of the people who buy, follow and care about Bed in Portugal — modelled from more than twelve digital signal sources. Bed has an estimated audience of 3,059,336 people in Portugal.
The average Bed fan in Portugal is 45.7 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include IKEA, Bedroom furniture, FlixBus, with strongest over-indexing on IKEA (1.64× the country average).
Demographically, the Bed audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Design Affinity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Bed fan in Portugal is more female, around 45.7 years old, with strong Design Affinity tendencies and a notable affinity for IKEA.
The key figures that characterise the Bed profile in Portugal.
68.5% are female, 31.5% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 68.5% |
| Male | 31.5% |
| Average age | 45.7 |
| Estimated audience size | 3,059,336 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 27% | |
| 50+ | 34% |
of the worldwide Bed audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 16.7% |
| Japan | 5.5% |
| United Kingdom | 5.3% |
Where the Bed audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~1.5M | 1.59× | |
| 02 | Faro District | ~300K | 1.56× | |
| 03 | Setúbal District | ~500K | 1.34× | |
| 04 | Porto District | ~800K | 1.15× | |
| 05 | Santarém District | ~200K | 1.15× | |
| 06 | Leiria District | ~200K | 1.04× | |
| 07 | Beja District | ~50K | 1.01× | |
| 08 | Coimbra District | ~200K | 1.00× | |
| 09 | Azores | ~80K | 0.99× | |
| 10 | Castelo Branco District | ~60K | 0.99× | |
| 11 | Bragança District | ~30K | 0.99× | |
| 12 | Portalegre District | ~30K | 0.98× | |
| 13 | Braga District | ~300K | 0.97× | |
| 14 | Guarda District | ~40K | 0.97× | |
| 15 | Aveiro District | ~200K | 0.96× | |
| 16 | Madeira | ~90K | 0.96× | |
| 17 | Évora District | ~50K | 0.96× | |
| 18 | Viana do Castelo District | ~70K | 0.95× | |
| 19 | Vila Real District | ~50K | 0.95× | |
| 20 | Viseu District | ~100K | 0.93× |
The strongest cross-interests of the Bed audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bedroom furniture | Home & Garden | 2.85× | ||
| 02 | Mineral water | Food & Beverages | 2.74× | ||
| 03 | Microwave oven | Home & Garden | 1.85× | ||
| 04 | Home Appliances | Home & Garden | 1.70× | ||
| 05 | Primark | Shopping | 1.68× | ||
| 06 | Child care | Kids & Family | 1.68× | ||
| 07 | Trivago | Travel & Leisure | 1.68× | ||
| 08 | Rail transport | Travel & Leisure | 1.68× | ||
| 09 | Bershka | Shopping | 1.66× | ||
| 10 | IKEA | Home & Garden | 1.64× | ||
| 11 | La Redoute | Shopping | 1.62× | ||
| 12 | EasyJet | Travel & Leisure | 1.61× | ||
| 13 | Mango | Shopping | 1.58× | ||
| 14 | Lingerie | Fashion & Accessoires | 1.55× | ||
| 15 | Black Friday (shopping) | Shopping | 1.54× | ||
| 16 | EDreams | Travel & Leisure | 1.54× | ||
| 17 | Hair removal | Beauty & Wellness | 1.53× | ||
| 18 | FlixBus | Cars & Mobility | 1.52× | ||
| 19 | Real property | Home & Garden | 1.51× | ||
| 20 | Costume jewelry | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.46× | |
| Indulgence | JOY | 1.43× | |
| DIY Mentality | THRILL | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.90× | |
| Spirituality | BALANCE | 0.93× | |
| Early Adopter Mentality | POWER | 0.94× |
Bed has an estimated audience of 3,059,336 people in Portugal, concentrated in Lisbon District and Porto District.
68.5% of Bed fans are female, 31.5% are male, with an average age of 45.7 years.
Bed fans show strongest brand affinity for IKEA (1.64×), Bedroom furniture (2.85×), and FlixBus (1.52×) over the country average.
Bed fans in Portugal are most concentrated in Lisbon District (reach ~1.5M), Porto District (reach ~800K), and Setúbal District (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Bed itself, the audience over-indexes on Bedroom furniture (2.85×), FlixBus (1.52×), Home Appliances (1.7×), and Primark (1.68×) 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 Bed. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.