A data profile of the people who buy, follow and care about Furniture in Portugal — modelled from more than twelve digital signal sources. Furniture has an estimated audience of 4,569,806 people in Portugal.
The average Furniture fan in Portugal is 46.9 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, Mattress, Conforama, with strongest over-indexing on IKEA (1.53× the country average).
Demographically, the Furniture audience skews more female with an average age of 46.9, and over-indexes on personality traits such as Creativity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Furniture fan in Portugal is more female, around 46.9 years old, with strong Creativity tendencies and a notable affinity for IKEA.
The key figures that characterise the Furniture profile in Portugal.
62.6% are female, 37.4% are male, average age 46.9.
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 46.9 |
| Estimated audience size | 4,569,806 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 12% | |
| 30-39 | 18% | |
| 40-49 | 27% | |
| 50+ | 37% |
of the worldwide Furniture audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
Where the Furniture audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~2.5M | 1.70× | |
| 02 | Faro District | ~500K | 1.54× | |
| 03 | Porto District | ~1.5M | 1.41× | |
| 04 | Santarém District | ~300K | 1.41× | |
| 05 | Leiria District | ~300K | 1.23× | |
| 06 | Madeira | ~200K | 1.19× | |
| 07 | Setúbal District | ~500K | 1.08× | |
| 08 | Braga District | ~400K | 1.01× | |
| 09 | Azores | ~100K | 1.01× | |
| 10 | Coimbra District | ~200K | 0.99× | |
| 11 | Bragança District | ~50K | 0.98× | |
| 12 | Guarda District | ~60K | 0.97× | |
| 13 | Portalegre District | ~50K | 0.97× | |
| 14 | Beja District | ~70K | 0.96× | |
| 15 | Castelo Branco District | ~80K | 0.95× | |
| 16 | Vila Real District | ~80K | 0.95× | |
| 17 | Évora District | ~80K | 0.95× | |
| 18 | Viseu District | ~100K | 0.93× | |
| 19 | Viana do Castelo District | ~100K | 0.93× | |
| 20 | Aveiro District | ~300K | 0.92× |
The strongest cross-interests of the Furniture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | This Week (ABC TV series) | Movies & TV | 1.77× | ||
| 02 | BeStylish | Fashion & Accessoires | 1.65× | ||
| 03 | National Organization for Women | Politics & Society | 1.64× | ||
| 04 | Ready-to-assemble furniture | Home & Garden | 1.63× | ||
| 05 | H.E.L.P. | Movies & TV | 1.63× | ||
| 06 | Market garden | Food & Beverages | 1.58× | ||
| 07 | Macroplaza | Travel & Leisure | 1.56× | ||
| 08 | vertbaudet | Fashion & Accessoires | 1.54× | ||
| 09 | Mundo das mulheres | Shopping | 1.54× | ||
| 10 | IKEA | Home & Garden | 1.53× | ||
| 11 | Couch | Home & Garden | 1.53× | ||
| 12 | Roller | Home & Garden | 1.53× | ||
| 13 | XxxLutz | Shopping | 1.53× | ||
| 14 | Porta Möbel | Home & Garden | 1.53× | ||
| 15 | Möbel Martin | Shopping | 1.53× | ||
| 16 | Mattress | Home & Garden | 1.52× | ||
| 17 | Conforama | Home & Garden | 1.52× | ||
| 18 | Sanofi | Health | 1.52× | ||
| 19 | La Redoute | Shopping | 1.51× | ||
| 20 | They Live | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.10× | |
| DIY Mentality | THRILL | 0.99× | |
| Tradition | CONSERVATISM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.58× | |
| Risk Appetite | THRILL | 0.61× | |
| Patriotism | CONSERVATISM | 0.61× |
Furniture has an estimated audience of 4,569,806 people in Portugal, concentrated in Lisbon District and Porto District.
62.6% of Furniture fans are female, 37.4% are male, with an average age of 46.9 years.
Furniture fans show strongest brand affinity for IKEA (1.53×), Mattress (1.52×), and Conforama (1.52×) over the country average.
Furniture fans in Portugal are most concentrated in Lisbon District (reach ~2.5M), Porto District (reach ~1.5M), and Setúbal District (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Furniture itself, the audience over-indexes on Mattress (1.52×), Conforama (1.52×), La Redoute (1.51×), and Couch (1.53×) 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 Furniture. 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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