A data profile of the people who buy, follow and care about Home improvement in Portugal — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 4,142,182 people in Portugal.
The average Home improvement fan in Portugal is 47.7 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 Leroy Merlin, Do it yourself (DIY), Living room, with strongest over-indexing on Leroy Merlin (1.64× the country average).
Demographically, the Home improvement audience skews more female with an average age of 47.7, and over-indexes on personality traits such as DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Home improvement fan in Portugal is more female, around 47.7 years old, with strong DIY Mentality tendencies and a notable affinity for Leroy Merlin.
The key figures that characterise the Home improvement profile in Portugal.
59.0% are female, 41.0% are male, average age 47.7.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 47.7 |
| Estimated audience size | 4,142,182 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 11% | |
| 30-39 | 18% | |
| 40-49 | 27% | |
| 50+ | 40% |
of the worldwide Home improvement audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Setúbal District | ~500K | 1.10× | |
| 02 | Azores | ~100K | 1.03× | |
| 03 | Évora District | ~70K | 1.02× | |
| 04 | Bragança District | ~50K | 1.02× | |
| 05 | Portalegre District | ~50K | 1.02× | |
| 06 | Castelo Branco District | ~80K | 1.01× | |
| 07 | Beja District | ~70K | 1.01× | |
| 08 | Guarda District | ~50K | 1.01× | |
| 09 | Coimbra District | ~200K | 1.00× | |
| 10 | Viana do Castelo District | ~100K | 0.99× | |
| 11 | Vila Real District | ~70K | 0.99× | |
| 12 | Faro District | ~300K | 0.98× | |
| 13 | Leiria District | ~200K | 0.98× | |
| 14 | Viseu District | ~100K | 0.98× | |
| 15 | Aveiro District | ~300K | 0.97× | |
| 16 | Madeira | ~100K | 0.96× | |
| 17 | Braga District | ~400K | 0.94× | |
| 18 | Porto District | ~800K | 0.92× | |
| 19 | Santarém District | ~200K | 0.92× | |
| 20 | Lisbon District | ~1M | 0.91× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home décor products | Home & Garden | 2.09× | ||
| 02 | Dining room | Home & Garden | 1.80× | ||
| 03 | Bedroom furniture | Home & Garden | 1.80× | ||
| 04 | Sofa bed | Home & Garden | 1.80× | ||
| 05 | Zara Home | Home & Garden | 1.75× | ||
| 06 | Living room | Home & Garden | 1.74× | ||
| 07 | Decoration | Home & Garden | 1.73× | ||
| 08 | Do it yourself (DIY) | Home & Garden | 1.68× | ||
| 09 | Leroy Merlin | Shopping | 1.64× | ||
| 10 | Knitting | Home & Garden | 1.62× | ||
| 11 | Bedroom | Home & Garden | 1.61× | ||
| 12 | Conforama | Home & Garden | 1.59× | ||
| 13 | Chair | Home & Garden | 1.58× | ||
| 14 | Crochet | Home & Garden | 1.58× | ||
| 15 | Skirt | Fashion & Accessoires | 1.56× | ||
| 16 | La Redoute | Shopping | 1.56× | ||
| 17 | Blouse | Fashion & Accessoires | 1.53× | ||
| 18 | Renovation | Home & Garden | 1.53× | ||
| 19 | Bedding | Home & Garden | 1.53× | ||
| 20 | Yarn | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.56× | |
| Creativity | OPEN | 1.34× | |
| Design Affinity | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.75× | |
| Risk Appetite | THRILL | 0.78× | |
| Need for Security | CONSERVATISM | 0.81× |
Home improvement has an estimated audience of 4,142,182 people in Portugal, concentrated in Lisbon District and Porto District.
59.0% of Home improvement fans are female, 41.0% are male, with an average age of 47.7 years.
Home improvement fans show strongest brand affinity for Leroy Merlin (1.64×), Do it yourself (DIY) (1.68×), and Living room (1.74×) over the country average.
Home improvement fans in Portugal are most concentrated in Lisbon District (reach ~1M), Porto District (reach ~800K), and Setúbal District (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Do it yourself (DIY) (1.68×), Living room (1.74×), Skirt (1.56×), and Chair (1.58×) 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 improvement. 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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