A data profile of the people who buy, follow and care about Home and garden in Portugal — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 5,298,580 people in Portugal.
The average Home and garden fan in Portugal is 42.8 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Demographically, the Home and garden audience skews more female with an average age of 42.8, and over-indexes on personality traits such as DIY Mentality, Family Orientation.
The key figures that characterise the Home and garden profile in Portugal.
59.6% are female, 40.4% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 59.6% |
| Male | 40.4% |
| Average age | 42.8 |
| Estimated audience size | 5,298,580 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 27% |
of the worldwide Home and garden audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
Where the Home and garden audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Beja District | ~100K | 1.22× | |
| 02 | Viana do Castelo District | ~100K | 1.09× | |
| 03 | Madeira | ~200K | 1.04× | |
| 04 | Leiria District | ~300K | 0.99× | |
| 05 | Aveiro District | ~400K | 0.97× | |
| 06 | Braga District | ~500K | 0.96× | |
| 07 | Faro District | ~300K | 0.96× | |
| 08 | Setúbal District | ~600K | 0.95× | |
| 09 | Porto District | ~1M | 0.91× | |
| 10 | Santarém District | ~200K | 0.91× | |
| 11 | Lisbon District | ~1.5M | 0.90× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.16× | |
| Family Orientation | CONSERVATISM | 1.16× | |
| Quality Awareness | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.98× | |
| Need for Security | CONSERVATISM | 0.99× | |
| Travelling | THRILL | 1.00× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for Home and garden. 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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