Rascasse Audience Intelligence

Madeira Audience in Portugal

A data profile of the people who buy, follow and care about Madeira in Portugal — modelled from more than twelve digital signal sources. Madeira has an estimated audience of 5,244,401 people in Portugal.

#1among Region in Portugal#5among POI in Portugal#4in Travel & Leisure

The average Madeira fan in Portugal is 44.3 years old, more female, and lives primarily in Lisbon District.

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

Demographically, the Madeira audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Creativity, Healthy Lifestyle.

Category: Travel & Leisure · Type: POI · Subtype: Region

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 Madeira profile in Portugal.

Audience size
5.2M
in Portugal
Gender
55.3%♀
44.7% male
Age
44.3
average years
Country rank
#58
POI in Portugal
Fig. 01

Search interest · 12-month trend

-37%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Madeira fans

55.3% are female, 44.7% are male, average age 44.3.

Fig. 02

Gender split

55.3%
Female
44.7%
Male
Demographic split for Madeira audience in Portugal
MetricValue
Female55.3%
Male44.7%
Average age44.3
Estimated audience size5,244,401
Fig. 03

Age distribution

Ø 44.3
average years
Age distribution of the Madeira audience in Portugal
Age bracketShare%
16-199%
20-2914%
30-3921%
40-4926%
50+29%
Fig. 04

Worldwide distribution

28.2%

of the worldwide Madeira audience comes from Portugal.

Worldwide audience distribution share by country for Madeira
CountryShare
Portugal28.2%
Brazil27.1%
Mexico7.6%
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 Madeira audience in Portugal is strongest.

Fig. 05

Top regions by affinity

Madeira fans by region: top regions in Portugal
#RegionReachAffinity×
01Madeira~200K9.93×
02Lisbon District~1.5M0.87×
03Azores~100K0.80×
04Setúbal District~400K0.75×
05Faro District~300K0.75×
06Porto District~700K0.65×
07Santarém District~200K0.65×
08Leiria District~200K0.61×
09Évora District~50K0.53×
10Coimbra District~100K0.50×
11Beja District~40K0.49×
12Aveiro District~200K0.46×
13Viseu District~80K0.45×
14Castelo Branco District~50K0.45×
15Portalegre District~30K0.44×
16Braga District~200K0.43×
17Guarda District~30K0.42×
18Bragança District~30K0.42×
19Vila Real District~40K0.40×
20Viana do Castelo District~50K0.39×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Madeira 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 Madeira audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.16×
Healthy LifestyleBALANCE1.14×
IndividualismJOY1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Madeira audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.84×
Sports ActivityPOWER0.88×
Early Adopter MentalityPOWER0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

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

More Region audiences in Portugal

See Madeira audiences in other countries

How to read this data

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