A data profile of the people who buy, follow and care about Financial services in Portugal — modelled from more than twelve digital signal sources. Financial services has an estimated audience of 2,160,960 people in Portugal.
The average Financial services fan in Portugal is 47.3 years old, balanced, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Insurance, Hypermarket, Loan, with strongest over-indexing on Insurance (1.69× the country average).
Demographically, the Financial services audience skews balanced with an average age of 47.3, and over-indexes on personality traits such as Pet Ownership, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Financial services fan in Portugal is balanced, around 47.3 years old, with strong Pet Ownership tendencies and a notable affinity for Insurance.
The key figures that characterise the Financial services profile in Portugal.
47.6% are female, 52.4% are male, average age 47.3.
| Metric | Value |
|---|---|
| Female | 47.6% |
| Male | 52.4% |
| Average age | 47.3 |
| Estimated audience size | 2,160,960 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 12% | |
| 30-39 | 18% | |
| 40-49 | 27% | |
| 50+ | 39% |
of the worldwide Financial services audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 18.3% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Financial services audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~1.5M | 5.52× | |
| 02 | Setúbal District | ~300K | 1.06× | |
| 03 | Bragança District | ~30K | 1.03× | |
| 04 | Portalegre District | ~20K | 1.03× | |
| 05 | Beja District | ~40K | 1.02× | |
| 06 | Guarda District | ~30K | 1.02× | |
| 07 | Vila Real District | ~40K | 0.99× | |
| 08 | Évora District | ~40K | 0.99× | |
| 09 | Castelo Branco District | ~40K | 0.98× | |
| 10 | Azores | ~60K | 0.96× | |
| 11 | Viana do Castelo District | ~50K | 0.96× | |
| 12 | Viseu District | ~70K | 0.95× | |
| 13 | Madeira | ~60K | 0.95× | |
| 14 | Leiria District | ~100K | 0.93× | |
| 15 | Coimbra District | ~100K | 0.93× | |
| 16 | Aveiro District | ~100K | 0.92× | |
| 17 | Braga District | ~200K | 0.90× | |
| 18 | Faro District | ~100K | 0.89× | |
| 19 | Porto District | ~400K | 0.81× | |
| 20 | Santarém District | ~80K | 0.81× |
The strongest cross-interests of the Financial services audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Insurance | Business & Career | 1.69× | ||
| 02 | Line of credit | Business & Career | 1.68× | ||
| 03 | Risk management | Business & Career | 1.65× | ||
| 04 | Investment management | Business & Career | 1.64× | ||
| 05 | Debit card | Business & Career | 1.64× | ||
| 06 | Investment strategy | Business & Career | 1.62× | ||
| 07 | Financial market | Business & Career | 1.61× | ||
| 08 | Wealth management | Business & Career | 1.61× | ||
| 09 | Health insurance | Business & Career | 1.60× | ||
| 10 | Ageas | Business & Career | 1.60× | ||
| 11 | Loan | Business & Career | 1.58× | ||
| 12 | Financial plan | Movies & TV | 1.58× | ||
| 13 | Garage sale | Fashion & Accessoires | 1.57× | ||
| 14 | Share (finance) | Business & Career | 1.57× | ||
| 15 | Nazareth | Travel & Leisure | 1.56× | ||
| 16 | Hypermarket | Shopping | 1.55× | ||
| 17 | Foreign exchange market | Business & Career | 1.55× | ||
| 18 | Jerusalem | Travel & Leisure | 1.55× | ||
| 19 | Health system | Health | 1.53× | ||
| 20 | Life insurance | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.25× | |
| Community Orientation | OPEN | 1.21× | |
| DIY Mentality | THRILL | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.91× | |
| Sports Activity | POWER | 0.92× | |
| Early Adopter Mentality | POWER | 0.94× |
Financial services has an estimated audience of 2,160,960 people in Portugal, concentrated in Lisbon District and Porto District.
47.6% of Financial services fans are female, 52.4% are male, with an average age of 47.3 years.
Financial services fans show strongest brand affinity for Insurance (1.69×), Hypermarket (1.55×), and Loan (1.58×) over the country average.
Financial services fans in Portugal are most concentrated in Lisbon District (reach ~1.5M), Porto District (reach ~400K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Financial services itself, the audience over-indexes on Hypermarket (1.55×), Loan (1.58×), Health insurance (1.6×), and Risk management (1.65×) 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 Financial services. 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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