A data profile of the people who buy, follow and care about Books in Portugal — modelled from more than twelve digital signal sources. Books has an estimated audience of 3,773,641 people in Portugal.
The average Books 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 Romance novels, Non-fiction books, Fernando Pessoa, with strongest over-indexing on Romance novels (1.58× the country average).
Demographically, the Books audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Community Orientation, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 4 brand affinities and 20 regions tracked by Rascasse.
The typical Books fan in Portugal is more female, around 45.7 years old, with strong Community Orientation tendencies and a notable affinity for Romance novels.
The key figures that characterise the Books profile in Portugal.
61.5% are female, 38.5% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 61.5% |
| Male | 38.5% |
| Average age | 45.7 |
| Estimated audience size | 3,773,641 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 13% | |
| 30-39 | 17% | |
| 40-49 | 25% | |
| 50+ | 36% |
of the worldwide Books audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 21.2% |
| United Kingdom | 5.1% |
| India | 4.5% |
Where the Books audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~2M | 1.73× | |
| 02 | Faro District | ~300K | 1.33× | |
| 03 | Porto District | ~1M | 1.30× | |
| 04 | Santarém District | ~200K | 1.30× | |
| 05 | Setúbal District | ~500K | 1.23× | |
| 06 | Coimbra District | ~200K | 1.14× | |
| 07 | Leiria District | ~200K | 1.11× | |
| 08 | Aveiro District | ~300K | 1.10× | |
| 09 | Braga District | ~400K | 1.07× | |
| 10 | Madeira | ~100K | 1.07× | |
| 11 | Azores | ~100K | 1.07× | |
| 12 | Viseu District | ~100K | 0.91× | |
| 13 | Viana do Castelo District | ~90K | 0.91× | |
| 14 | Évora District | ~60K | 0.91× | |
| 15 | Beja District | ~60K | 0.91× | |
| 16 | Castelo Branco District | ~60K | 0.90× | |
| 17 | Bragança District | ~40K | 0.90× | |
| 18 | Portalegre District | ~40K | 0.89× | |
| 19 | Vila Real District | ~60K | 0.87× | |
| 20 | Guarda District | ~40K | 0.87× |
The strongest cross-interests of the Books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Romance novels | Literature | 1.58× | ||
| 02 | Non-fiction books | Literature | 1.58× | ||
| 03 | Fernando Pessoa | Literature | 1.58× | ||
| 04 | Leonard Cohen | Music & Radio | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.29× | |
| Mindfulness | BALANCE | 1.18× | |
| Indulgence | JOY | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.95× | |
| Spirituality | BALANCE | 0.96× | |
| Risk Appetite | THRILL | 1.01× |
Books has an estimated audience of 3,773,641 people in Portugal, concentrated in Lisbon District and Porto District.
61.5% of Books fans are female, 38.5% are male, with an average age of 45.7 years.
Books fans show strongest brand affinity for Romance novels (1.58×), Non-fiction books (1.58×), and Fernando Pessoa (1.58×) over the country average.
Books fans in Portugal are most concentrated in Lisbon District (reach ~2M), Porto District (reach ~1M), and Setúbal District (reach ~500K). These three regions account for the largest share of the active audience.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for Books. 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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