A data profile of the people who buy, follow and care about Fnac in Portugal — modelled from more than twelve digital signal sources. Fnac has an estimated audience of 3,985,482 people in Portugal.
The average Fnac fan in Portugal is 41.3 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 Correio da Manhã, Office 365, Media Markt, with strongest over-indexing on Correio da Manhã (1.75× the country average).
Demographically, the Fnac audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Quality Awareness, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Fnac fan in Portugal is more female, around 41.3 years old, with strong Quality Awareness tendencies and a notable affinity for Correio da Manhã.
The key figures that characterise the Fnac profile in Portugal.
57.9% are female, 42.1% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 41.3 |
| Estimated audience size | 3,985,482 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 23% |
Where the Fnac audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~2M | 1.75× | |
| 02 | Porto District | ~1.5M | 1.47× | |
| 03 | Setúbal District | ~600K | 1.47× | |
| 04 | Santarém District | ~300K | 1.47× | |
| 05 | Braga District | ~500K | 1.29× | |
| 06 | Faro District | ~300K | 1.27× | |
| 07 | Coimbra District | ~200K | 1.24× | |
| 08 | Viseu District | ~200K | 1.23× | |
| 09 | Madeira | ~100K | 1.12× | |
| 10 | Aveiro District | ~300K | 1.11× | |
| 11 | Leiria District | ~200K | 1.06× | |
| 12 | Évora District | ~70K | 1.02× | |
| 13 | Vila Real District | ~60K | 0.89× | |
| 14 | Viana do Castelo District | ~80K | 0.79× | |
| 15 | Castelo Branco District | ~50K | 0.69× | |
| 16 | Beja District | ~40K | 0.64× | |
| 17 | Guarda District | ~30K | 0.60× | |
| 18 | Bragança District | ~30K | 0.59× | |
| 19 | Portalegre District | ~20K | 0.52× | |
| 20 | Azores | ~30K | 0.31× |
The strongest cross-interests of the Fnac audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Handheld game console | Games | 5.95× | ||
| 02 | Pressure cooking | Home & Garden | 5.86× | ||
| 03 | Siemens | Home & Garden | 5.67× | ||
| 04 | Media Markt | Shopping | 5.17× | ||
| 05 | Swappie | Technology & Electronics | 4.23× | ||
| 06 | Web application | Technology & Electronics | 3.89× | ||
| 07 | Kitchen stove | Home & Garden | 3.00× | ||
| 08 | Radio Popular | Music & Radio | 2.75× | ||
| 09 | Hard drives | Technology & Electronics | 2.75× | ||
| 10 | Office 365 | Technology & Electronics | 2.49× | ||
| 11 | High-definition television | Technology & Electronics | 2.47× | ||
| 12 | Digital electronics | Technology & Electronics | 2.42× | ||
| 13 | Vodafone | Technology & Electronics | 2.09× | ||
| 14 | Refrigerator | Home & Garden | 2.07× | ||
| 15 | Skill | Business & Career | 1.85× | ||
| 16 | Correio da Manhã | News | 1.75× | ||
| 17 | Auchan | Shopping | 1.70× | ||
| 18 | Printing | Technology & Electronics | 1.67× | ||
| 19 | Televisions | Technology & Electronics | 1.63× | ||
| 20 | Mercadona | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.87× | |
| Price Sensitivity | PREMIUM | 1.57× | |
| Patriotism | CONSERVATISM | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.97× | |
| Sustainability | BALANCE | 1.04× | |
| Travelling | THRILL | 1.05× |
Fnac's target market in Portugal covers an estimated 3,985,482 people, concentrated in Lisbon District and Porto District.
57.9% of the Fnac audience are female, 42.1% are male, with an average age of 41.3 years.
Fnac fans show strongest brand affinity for Correio da Manhã (1.75×), Office 365 (2.49×), and Media Markt (5.17×) over the country average.
Fnac fans in Portugal are most concentrated in Lisbon District (reach ~2M), Porto District (reach ~1.5M), and Setúbal District (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Fnac itself, the audience over-indexes on Office 365 (2.49×), Media Markt (5.17×), High-definition television (2.47×), and Swappie (4.23×) 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 Fnac. 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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