Rascasse Audience Intelligence

Instagram Audience in Portugal

A data profile of the people who buy, follow and care about Instagram in Portugal — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 9,910,948 people in Portugal.

#1among Social media in Portugal#2among Website / Newspaper / Magazine in Portugal#1in Internet & Social Media

The average Instagram fan in Portugal is 43.4 years old, balanced, and lives primarily in Lisbon District.

The audience is concentrated in Lisbon District, Porto District, Setúbal District.

Demographically, the Instagram audience skews balanced with an average age of 43.4, and over-indexes on personality traits such as Creativity, Family Orientation.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-13.

Section 01

At a glance

The key figures that characterise the Instagram profile in Portugal.

Audience size
9.9M
in Portugal
Gender
54.7%♀
45.3% male
Age
43.4
average years
Country rank
#5
Website / Newspaper / Magazine in Portugal
Fig. 01

Search interest · 12-month trend

+1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Instagram

54.7% are female, 45.3% are male, average age 43.4.

Fig. 02

Gender split

54.7%
Female
45.3%
Male
Demographic split for Instagram audience in Portugal
MetricValue
Female54.7%
Male45.3%
Average age43.4
Estimated audience size9,910,948
Fig. 03

Age distribution

Ø 43.4
average years
Age distribution of the Instagram audience in Portugal
Age bracketShare%
16-1912%
20-2916%
30-3919%
40-4924%
50+30%
Fig. 04

Worldwide distribution

0.7%

of the worldwide Instagram audience comes from Portugal.

Worldwide audience distribution share by country for Instagram
CountryShare
United States10.8%
China4.0%
Japan2.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Portugal average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Instagram audience in Portugal is strongest.

Fig. 05

Top regions by affinity

Instagram fans by region: top regions in Portugal
#RegionReachAffinity×
01Aveiro District~600K1.27×
02Lisbon District~2.5M1.24×
03Setúbal District~900K1.23×
04Porto District~1.5M1.22×
05Coimbra District~400K1.22×
06Santarém District~400K1.22×
07Braga District~700K1.20×
08Azores~200K1.16×
09Leiria District~400K1.15×
10Viseu District~300K1.02×
11Viana do Castelo District~200K0.94×
12Faro District~500K0.93×
13Madeira~200K0.91×
14Vila Real District~100K0.89×
15Castelo Branco District~100K0.88×
16Évora District~100K0.85×
17Beja District~100K0.76×
18Guarda District~90K0.73×
19Bragança District~80K0.72×
20Portalegre District~80K0.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Instagram audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Instagram audience · What stands out
TraitClusterDeviationScore
CreativityOPEN0.94×
Family OrientationCONSERVATISM0.90×
Pet OwnershipJOY0.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Instagram audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.63×
Community OrientationOPEN0.68×
Early Adopter MentalityPOWER0.69×
0×1.00× baseline2×
Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Social media audiences in Portugal

See Instagram audiences in other countries

How to read this data

Audience size is the estimated number of people in Portugal who actively search for Instagram. 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.

About this audience profile

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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