A data profile of the people who buy, follow and care about Chair in Portugal — modelled from more than twelve digital signal sources. Chair has an estimated audience of 2,153,664 people in Portugal.
The average Chair fan in Portugal is 46.1 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, WhatsApp, with strongest over-indexing on IKEA (1.73× the country average).
Demographically, the Chair audience skews more female with an average age of 46.1, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Chair fan in Portugal is more female, around 46.1 years old, with strong DIY Mentality tendencies and a notable affinity for IKEA.
The key figures that characterise the Chair profile in Portugal.
72.3% are female, 27.7% are male, average age 46.1.
| Metric | Value |
|---|---|
| Female | 72.3% |
| Male | 27.7% |
| Average age | 46.1 |
| Estimated audience size | 2,153,664 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 28% | |
| 50+ | 34% |
of the worldwide Chair audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 16.8% |
| Japan | 7.3% |
| United Kingdom | 5.2% |
Where the Chair audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~1M | 1.52× | |
| 02 | Porto District | ~600K | 1.20× | |
| 03 | Santarém District | ~100K | 1.20× | |
| 04 | Setúbal District | ~300K | 1.17× | |
| 05 | Faro District | ~200K | 1.08× | |
| 06 | Leiria District | ~100K | 1.04× | |
| 07 | Coimbra District | ~100K | 1.01× | |
| 08 | Bragança District | ~30K | 1.01× | |
| 09 | Portalegre District | ~20K | 1.01× | |
| 10 | Guarda District | ~30K | 1.00× | |
| 11 | Madeira | ~60K | 0.99× | |
| 12 | Beja District | ~30K | 0.99× | |
| 13 | Vila Real District | ~40K | 0.98× | |
| 14 | Évora District | ~40K | 0.98× | |
| 15 | Braga District | ~200K | 0.97× | |
| 16 | Aveiro District | ~200K | 0.97× | |
| 17 | Azores | ~60K | 0.97× | |
| 18 | Castelo Branco District | ~40K | 0.97× | |
| 19 | Viseu District | ~70K | 0.96× | |
| 20 | Viana do Castelo District | ~50K | 0.96× |
The strongest cross-interests of the Chair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bedroom furniture | Home & Garden | 4.12× | ||
| 02 | Microwave oven | Home & Garden | 2.25× | ||
| 03 | Hardware store | Home & Garden | 2.24× | ||
| 04 | Home Appliances | Home & Garden | 1.91× | ||
| 05 | Primark | Shopping | 1.74× | ||
| 06 | Black Friday (shopping) | Shopping | 1.74× | ||
| 07 | IKEA | Home & Garden | 1.73× | ||
| 08 | Hair removal | Beauty & Wellness | 1.71× | ||
| 09 | La Redoute | Shopping | 1.70× | ||
| 10 | Costume jewelry | Fashion & Accessoires | 1.68× | ||
| 11 | Real property | Home & Garden | 1.67× | ||
| 12 | Intermarché | Shopping | 1.66× | ||
| 13 | Mango | Shopping | 1.65× | ||
| 14 | Flower | Home & Garden | 1.63× | ||
| 15 | Bikini | Fashion & Accessoires | 1.62× | ||
| 16 | EDreams | Travel & Leisure | 1.61× | ||
| 17 | Lingerie | Fashion & Accessoires | 1.60× | ||
| 18 | Child care | Kids & Family | 1.59× | ||
| 19 | Home improvement | Home & Garden | 1.58× | ||
| 20 | Internet & Social Media | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.69× | |
| Design Affinity | PREMIUM | 1.64× | |
| Family Orientation | CONSERVATISM | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.83× | |
| Spirituality | BALANCE | 0.90× | |
| Risk Appetite | THRILL | 0.93× |
Chair has an estimated audience of 2,153,664 people in Portugal, concentrated in Lisbon District and Porto District.
72.3% of Chair fans are female, 27.7% are male, with an average age of 46.1 years.
Chair fans show strongest brand affinity for IKEA (1.73×), Bedroom furniture (4.12×), and WhatsApp (1.57×) over the country average.
Chair fans in Portugal are most concentrated in Lisbon District (reach ~1M), Porto District (reach ~600K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Chair itself, the audience over-indexes on Bedroom furniture (4.12×), WhatsApp (1.57×), Home improvement (1.58×), and Home Appliances (1.91×) 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 Chair. 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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