A data profile of the people who buy, follow and care about Home Appliances in Portugal — modelled from more than twelve digital signal sources. Home Appliances has an estimated audience of 2,681,856 people in Portugal.
The average Home Appliances fan in Portugal is 47.6 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, Lidl, Leroy Merlin, with strongest over-indexing on IKEA (1.62× the country average).
Demographically, the Home Appliances audience skews more female with an average age of 47.6, and over-indexes on personality traits such as Quality Awareness, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 19 regions tracked by Rascasse.
The typical Home Appliances fan in Portugal is more female, around 47.6 years old, with strong Quality Awareness tendencies and a notable affinity for IKEA.
The key figures that characterise the Home Appliances profile in Portugal.
57.9% are female, 42.1% are male, average age 47.6.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 47.6 |
| Estimated audience size | 2,681,856 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 12% | |
| 30-39 | 18% | |
| 40-49 | 28% | |
| 50+ | 39% |
of the worldwide Home Appliances audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
Where the Home Appliances audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bragança District | ~30K | 1.13× | |
| 02 | Guarda District | ~40K | 1.10× | |
| 03 | Beja District | ~50K | 1.08× | |
| 04 | Vila Real District | ~50K | 1.06× | |
| 05 | Évora District | ~50K | 1.05× | |
| 06 | Castelo Branco District | ~50K | 1.04× | |
| 07 | Azores | ~80K | 1.02× | |
| 08 | Viana do Castelo District | ~70K | 1.01× | |
| 09 | Viseu District | ~90K | 0.99× | |
| 10 | Madeira | ~80K | 0.98× | |
| 11 | Coimbra District | ~100K | 0.96× | |
| 12 | Leiria District | ~100K | 0.95× | |
| 13 | Aveiro District | ~200K | 0.94× | |
| 14 | Braga District | ~200K | 0.93× | |
| 15 | Faro District | ~200K | 0.93× | |
| 16 | Setúbal District | ~300K | 0.92× | |
| 17 | Porto District | ~500K | 0.83× | |
| 18 | Santarém District | ~100K | 0.83× | |
| 19 | Lisbon District | ~600K | 0.77× |
The strongest cross-interests of the Home Appliances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kitchenware | Home & Garden | 2.68× | ||
| 02 | Household | Home & Garden | 2.24× | ||
| 03 | Bedding | Home & Garden | 2.17× | ||
| 04 | Conforama | Home & Garden | 2.13× | ||
| 05 | Leroy Merlin | Shopping | 1.94× | ||
| 06 | Mattress | Home & Garden | 1.94× | ||
| 07 | Chair | Home & Garden | 1.91× | ||
| 08 | Bedroom | Home & Garden | 1.91× | ||
| 09 | Refrigerator | Home & Garden | 1.83× | ||
| 10 | Culinary art | Arts & Culture | 1.83× | ||
| 11 | Living room | Home & Garden | 1.79× | ||
| 12 | Aldi | Shopping | 1.76× | ||
| 13 | Intermarché | Shopping | 1.73× | ||
| 14 | Bed | Home & Garden | 1.70× | ||
| 15 | Auchan | Shopping | 1.68× | ||
| 16 | Lidl | Shopping | 1.64× | ||
| 17 | IKEA | Home & Garden | 1.62× | ||
| 18 | Primark | Shopping | 1.55× | ||
| 19 | Garden | Home & Garden | 1.52× | ||
| 20 | Electricity | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.58× | |
| Creativity | OPEN | 1.26× | |
| DIY Mentality | THRILL | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.69× | |
| Risk Appetite | THRILL | 0.71× | |
| Community Orientation | OPEN | 0.75× |
Home Appliances has an estimated audience of 2,681,856 people in Portugal, concentrated in Lisbon District and Porto District.
57.9% of Home Appliances fans are female, 42.1% are male, with an average age of 47.6 years.
Home Appliances fans show strongest brand affinity for IKEA (1.62×), Lidl (1.64×), and Leroy Merlin (1.94×) over the country average.
Home Appliances fans in Portugal are most concentrated in Lisbon District (reach ~600K), Porto District (reach ~500K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Home Appliances itself, the audience over-indexes on Lidl (1.64×), Leroy Merlin (1.94×), Auchan (1.68×), and Bed (1.7×) 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 Home Appliances. 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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