A data profile of the people who buy, follow and care about Digital media in Portugal — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 2,719,158 people in Portugal.
The average Digital media fan in Portugal is 42.8 years old, balanced, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Oysho, JD Sports, Milan, with strongest over-indexing on Oysho (1.55× the country average).
Demographically, the Digital media audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Convenience Orientation, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 19 regions tracked by Rascasse.
The typical Digital media fan in Portugal is balanced, around 42.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Oysho.
The key figures that characterise the Digital media profile in Portugal.
50.3% are female, 49.7% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 42.8 |
| Estimated audience size | 2,719,158 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 27% |
of the worldwide Digital media audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Digital media audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bragança District | ~40K | 1.14× | |
| 02 | Guarda District | ~40K | 1.11× | |
| 03 | Beja District | ~50K | 1.09× | |
| 04 | Vila Real District | ~50K | 1.06× | |
| 05 | Évora District | ~50K | 1.06× | |
| 06 | Castelo Branco District | ~50K | 1.04× | |
| 07 | Azores | ~80K | 1.01× | |
| 08 | Viana do Castelo District | ~70K | 1.01× | |
| 09 | Viseu District | ~90K | 1.00× | |
| 10 | Madeira | ~80K | 0.99× | |
| 11 | Coimbra District | ~100K | 0.97× | |
| 12 | Leiria District | ~100K | 0.95× | |
| 13 | Aveiro District | ~200K | 0.94× | |
| 14 | Setúbal District | ~300K | 0.93× | |
| 15 | Braga District | ~200K | 0.93× | |
| 16 | Faro District | ~200K | 0.93× | |
| 17 | Porto District | ~500K | 0.87× | |
| 18 | Santarém District | ~100K | 0.87× | |
| 19 | Lisbon District | ~700K | 0.80× |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Google News | News | 2.44× | ||
| 02 | Google Analytics | Internet & Social Media | 2.17× | ||
| 03 | Kérastase | Beauty & Wellness | 2.03× | ||
| 04 | COS | Shopping | 1.86× | ||
| 05 | Target Corporation | Shopping | 1.80× | ||
| 06 | Zara Kids | Fashion & Accessoires | 1.79× | ||
| 07 | JD Sports | Shopping | 1.76× | ||
| 08 | TEZENIS | Fashion & Accessoires | 1.76× | ||
| 09 | Casas Bahia | Shopping | 1.76× | ||
| 10 | Chicco | Kids & Family | 1.72× | ||
| 11 | AutoScout24 | Cars & Mobility | 1.68× | ||
| 12 | WordPress | Technology & Electronics | 1.68× | ||
| 13 | Dailymotion | Movies & TV | 1.66× | ||
| 14 | Hippie | Politics & Society | 1.61× | ||
| 15 | DeviantArt | Internet & Social Media | 1.56× | ||
| 16 | Oysho | Fashion & Accessoires | 1.55× | ||
| 17 | Jumbo (supermarket) | Shopping | 1.55× | ||
| 18 | Harrods | Shopping | 1.55× | ||
| 19 | Milan | Travel & Leisure | 1.54× | ||
| 20 | Mascara | Beauty & Wellness | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.15× | |
| Career Orientation | POWER | 1.11× | |
| Community Orientation | OPEN | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.77× | |
| Spirituality | BALANCE | 0.87× | |
| Design Affinity | PREMIUM | 0.90× |
Digital media has an estimated audience of 2,719,158 people in Portugal, concentrated in Lisbon District and Porto District.
50.3% of Digital media fans are female, 49.7% are male, with an average age of 42.8 years.
Digital media fans show strongest brand affinity for Oysho (1.55×), JD Sports (1.76×), and Milan (1.54×) over the country average.
Digital media fans in Portugal are most concentrated in Lisbon District (reach ~700K), Porto District (reach ~500K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Digital media itself, the audience over-indexes on JD Sports (1.76×), Milan (1.54×), Mascara (1.54×), and TEZENIS (1.76×) 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 Digital media. 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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