A data profile of the people who buy, follow and care about Malawi in Portugal — modelled from more than twelve digital signal sources. Malawi has an estimated audience of 139,755 people in Portugal.
The average Malawi fan in Portugal is 48.2 years old, more male, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include South Africa, WhatsApp, Breaking news, with strongest over-indexing on South Africa (7.08× the country average).
Demographically, the Malawi audience skews more male with an average age of 48.2, and over-indexes on personality traits such as Community Orientation, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Malawi fan in Portugal is more male, around 48.2 years old, with strong Community Orientation tendencies and a notable affinity for South Africa.
The key figures that characterise the Malawi profile in Portugal.
43.3% are female, 56.7% are male, average age 48.2.
| Metric | Value |
|---|---|
| Female | 43.3% |
| Male | 56.7% |
| Average age | 48.2 |
| Estimated audience size | 139,755 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 7% | |
| 30-39 | 13% | |
| 40-49 | 23% | |
| 50+ | 48% |
of the worldwide Malawi audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 15.3% |
| Zambia | 10.3% |
| South Africa | 9.1% |
Where the Malawi audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~70K | 1.75× | |
| 02 | Setúbal District | ~20K | 1.40× | |
| 03 | Porto District | ~40K | 1.39× | |
| 04 | Santarém District | ~9K | 1.39× | |
| 05 | Faro District | ~10K | 1.17× | |
| 06 | Coimbra District | ~8K | 1.11× | |
| 07 | Braga District | ~10K | 1.09× | |
| 08 | Leiria District | ~8K | 1.06× | |
| 09 | Aveiro District | ~10K | 1.04× | |
| 10 | Madeira | ~4K | 1.01× | |
| 11 | Viseu District | ~5K | 0.98× | |
| 12 | Bragança District | ~2K | 0.97× | |
| 13 | Castelo Branco District | ~3K | 0.96× | |
| 14 | Évora District | ~2K | 0.96× | |
| 15 | Guarda District | ~2K | 0.96× | |
| 16 | Portalegre District | ~1K | 0.96× | |
| 17 | Viana do Castelo District | ~3K | 0.95× | |
| 18 | Vila Real District | ~2K | 0.95× | |
| 19 | Beja District | ~2K | 0.95× | |
| 20 | Azores | ~4K | 0.94× |
The strongest cross-interests of the Malawi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | South Africa | Travel & Leisure | 7.08× | ||
| 02 | Mineral water | Food & Beverages | 3.45× | ||
| 03 | Individualism | Politics & Society | 3.18× | ||
| 04 | Norauto | Cars & Mobility | 2.77× | ||
| 05 | Charitable organization | Politics & Society | 2.58× | ||
| 06 | Breaking news | Movies & TV | 2.54× | ||
| 07 | Rail transport | Travel & Leisure | 2.17× | ||
| 08 | Online newspaper | News | 2.07× | ||
| 09 | Viral video | Internet & Social Media | 1.90× | ||
| 10 | Public transport | Cars & Mobility | 1.86× | ||
| 11 | Portugal national football team | Sports | 1.83× | ||
| 12 | Canada | Travel & Leisure | 1.65× | ||
| 13 | Blues music | Music & Radio | 1.65× | ||
| 14 | Nonprofit organization | Politics & Society | 1.62× | ||
| 15 | Internet & Social Media | 1.61× | |||
| 16 | Innovation | Business & Career | 1.60× | ||
| 17 | Radio | Technology & Electronics | 1.59× | ||
| 18 | Internet & Social Media | 1.56× | |||
| 19 | Auchan | Shopping | 1.55× | ||
| 20 | Electronic music | Music & Radio | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 2.08× | |
| Career Orientation | POWER | 1.83× | |
| Individualism | JOY | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.74× | |
| Price Sensitivity | PREMIUM | 0.79× | |
| Quality Awareness | PREMIUM | 0.83× |
Malawi has an estimated audience of 139,755 people in Portugal, concentrated in Lisbon District and Porto District.
43.3% of Malawi fans are female, 56.7% are male, with an average age of 48.2 years.
Malawi fans show strongest brand affinity for South Africa (7.08×), WhatsApp (1.56×), and Breaking news (2.54×) over the country average.
Malawi fans in Portugal are most concentrated in Lisbon District (reach ~70K), Porto District (reach ~40K), and Setúbal District (reach ~20K). These three regions account for the largest share of the active audience.
Beyond Malawi itself, the audience over-indexes on WhatsApp (1.56×), Breaking news (2.54×), Auchan (1.55×), and Online newspaper (2.07×) 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 Malawi. 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.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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