A data profile of the people who buy, follow and care about Household in Portugal — modelled from more than twelve digital signal sources. Household has an estimated audience of 1,611,024 people in Portugal.
The average Household 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 Dyson, Kitchenware, OLX, with strongest over-indexing on Dyson (6.58× the country average).
Demographically, the Household audience skews more female with an average age of 46.9, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Household fan in Portugal is more female, around 46.9 years old, with strong Quality Awareness tendencies and a notable affinity for Dyson.
The key figures that characterise the Household profile in Portugal.
58.8% are female, 41.2% are male, average age 46.9.
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 46.9 |
| Estimated audience size | 1,611,024 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 12% | |
| 30-39 | 19% | |
| 40-49 | 28% | |
| 50+ | 36% |
of the worldwide Household audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
Where the Household audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~500K | 1.11× | |
| 02 | Bragança District | ~20K | 1.09× | |
| 03 | Portalegre District | ~20K | 1.08× | |
| 04 | Guarda District | ~20K | 1.07× | |
| 05 | Beja District | ~30K | 1.05× | |
| 06 | Vila Real District | ~30K | 1.03× | |
| 07 | Évora District | ~30K | 1.02× | |
| 08 | Castelo Branco District | ~30K | 1.01× | |
| 09 | Azores | ~40K | 0.99× | |
| 10 | Viana do Castelo District | ~40K | 0.99× | |
| 11 | Viseu District | ~50K | 0.97× | |
| 12 | Madeira | ~50K | 0.97× | |
| 13 | Coimbra District | ~80K | 0.95× | |
| 14 | Leiria District | ~80K | 0.94× | |
| 15 | Setúbal District | ~200K | 0.93× | |
| 16 | Aveiro District | ~100K | 0.93× | |
| 17 | Faro District | ~100K | 0.93× | |
| 18 | Braga District | ~100K | 0.91× | |
| 19 | Porto District | ~300K | 0.87× | |
| 20 | Santarém District | ~70K | 0.87× |
The strongest cross-interests of the Household audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dyson | Home & Garden | 6.58× | ||
| 02 | Robotic vacuum cleaner | Home & Garden | 5.38× | ||
| 03 | Clothes iron | Fashion & Accessoires | 5.26× | ||
| 04 | Air purifier | Home & Garden | 5.02× | ||
| 05 | Dishwasher | Home & Garden | 4.63× | ||
| 06 | Kitchenware | Home & Garden | 3.78× | ||
| 07 | Home automation | Technology & Electronics | 3.60× | ||
| 08 | Children's literature | Literature | 3.48× | ||
| 09 | Microwave oven | Home & Garden | 2.88× | ||
| 10 | Eyelash extensions | Beauty & Wellness | 2.40× | ||
| 11 | Bedroom furniture | Home & Garden | 2.34× | ||
| 12 | Home Appliances | Home & Garden | 2.24× | ||
| 13 | Do it yourself (DIY) | Home & Garden | 1.86× | ||
| 14 | Anti-aging cream | Beauty & Wellness | 1.73× | ||
| 15 | Travel website | Travel & Leisure | 1.64× | ||
| 16 | Renovation | Home & Garden | 1.63× | ||
| 17 | OLX | Shopping | 1.57× | ||
| 18 | Fnac | Shopping | 1.56× | ||
| 19 | Organic farming | Food & Beverages | 1.54× | ||
| 20 | Pizza | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.29× | |
| DIY Mentality | THRILL | 1.79× | |
| Convenience Orientation | PREMIUM | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.85× | |
| Need for Security | CONSERVATISM | 0.90× | |
| Social Media Usage | JOY | 0.94× |
Household has an estimated audience of 1,611,024 people in Portugal, concentrated in Lisbon District and Porto District.
58.8% of Household fans are female, 41.2% are male, with an average age of 46.9 years.
Household fans show strongest brand affinity for Dyson (6.58×), Kitchenware (3.78×), and OLX (1.57×) over the country average.
Household fans in Portugal are most concentrated in Lisbon District (reach ~500K), Porto District (reach ~300K), and Setúbal District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Household itself, the audience over-indexes on Kitchenware (3.78×), OLX (1.57×), Home Appliances (2.24×), and Do it yourself (DIY) (1.86×) 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 Household. 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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