A data profile of the people who buy, follow and care about Google Maps in Portugal — modelled from more than twelve digital signal sources. Google Maps has an estimated audience of 7,384,708 people in Portugal.
The average Google Maps fan in Portugal is 45.9 years old, more male, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Waze, Gmail, Google Flights, with strongest over-indexing on Waze (17.44× the country average).
Demographically, the Google Maps audience skews more male with an average age of 45.9, and over-indexes on personality traits such as Risk Appetite, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Google Maps fan in Portugal is more male, around 45.9 years old, with strong Risk Appetite tendencies and a notable affinity for Waze.
The key figures that characterise the Google Maps profile in Portugal.
43.2% are female, 56.8% are male, average age 45.9.
| Metric | Value |
|---|---|
| Female | 43.2% |
| Male | 56.8% |
| Average age | 45.9 |
| Estimated audience size | 7,384,708 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 12% | |
| 30-39 | 17% | |
| 40-49 | 27% | |
| 50+ | 35% |
of the worldwide Google Maps audience comes from Portugal.
| Country | Share |
|---|---|
| China | 16.3% |
| United States | 10.5% |
| Japan | 2.9% |
Where the Google Maps audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~2.5M | 1.50× | |
| 02 | Porto District | ~1.5M | 1.31× | |
| 03 | Santarém District | ~400K | 1.31× | |
| 04 | Aveiro District | ~600K | 1.21× | |
| 05 | Leiria District | ~400K | 1.21× | |
| 06 | Coimbra District | ~400K | 1.16× | |
| 07 | Faro District | ~500K | 1.14× | |
| 08 | Setúbal District | ~900K | 1.12× | |
| 09 | Braga District | ~700K | 1.11× | |
| 10 | Madeira | ~200K | 1.03× | |
| 11 | Viseu District | ~300K | 0.98× | |
| 12 | Azores | ~200K | 0.94× | |
| 13 | Castelo Branco District | ~100K | 0.89× | |
| 14 | Viana do Castelo District | ~200K | 0.86× | |
| 15 | Guarda District | ~80K | 0.84× | |
| 16 | Évora District | ~100K | 0.83× | |
| 17 | Vila Real District | ~100K | 0.81× | |
| 18 | Beja District | ~90K | 0.71× | |
| 19 | Bragança District | ~60K | 0.71× | |
| 20 | Portalegre District | ~50K | 0.64× |
The strongest cross-interests of the Google Maps audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Apple Maps | Internet & Social Media | 19.55× | ||
| 02 | Waze | Internet & Social Media | 17.44× | ||
| 03 | Renault Twingo | Cars & Mobility | 5.69× | ||
| 04 | Taxicab | Cars & Mobility | 4.86× | ||
| 05 | Cocktail (1988 film) | Movies & TV | 4.85× | ||
| 06 | Fiat Ducato | Cars & Mobility | 4.46× | ||
| 07 | SEAT Ibiza | Cars & Mobility | 4.43× | ||
| 08 | Citroën C4 | Cars & Mobility | 4.18× | ||
| 09 | Google Flights | Travel & Leisure | 3.81× | ||
| 10 | Uber | Cars & Mobility | 3.61× | ||
| 11 | Opel Corsa | Cars & Mobility | 3.43× | ||
| 12 | Toyota Aygo | Cars & Mobility | 2.99× | ||
| 13 | Google Earth | Internet & Social Media | 2.91× | ||
| 14 | Gas | Home & Garden | 1.98× | ||
| 15 | Braga | Travel & Leisure | 1.78× | ||
| 16 | Microsoft | Technology & Electronics | 1.77× | ||
| 17 | Gmail | Internet & Social Media | 1.71× | ||
| 18 | Net-Empregos | Travel & Leisure | 1.70× | ||
| 19 | Vila Nova de Gaia | Travel & Leisure | 1.69× | ||
| 20 | Global Positioning System | Technology & Electronics | 1.61× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.36× | |
| Urban Lifestyle | OPEN | 1.32× | |
| Tradition | CONSERVATISM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.97× | |
| Early Adopter Mentality | POWER | 0.97× | |
| Design Affinity | PREMIUM | 0.98× |
Google Maps has an estimated audience of 7,384,708 people in Portugal, concentrated in Lisbon District and Porto District.
43.2% of Google Maps fans are female, 56.8% are male, with an average age of 45.9 years.
Google Maps fans show strongest brand affinity for Waze (17.44×), Gmail (1.71×), and Google Flights (3.81×) over the country average.
Google Maps fans in Portugal are most concentrated in Lisbon District (reach ~2.5M), Porto District (reach ~1.5M), and Setúbal District (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Google Maps itself, the audience over-indexes on Gmail (1.71×), Google Flights (3.81×), Apple Maps (19.55×), and Taxicab (4.86×) 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 Google Maps. 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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