A data profile of the people who buy, follow and care about Mercedes-Benz in Portugal — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 1,454,396 people in Portugal.
The average Mercedes-Benz fan in Portugal is 43.9 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 SUVs, Audi, Tractor, with strongest over-indexing on SUVs (1.5× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 43.9, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Mercedes-Benz fan in Portugal is more male, around 43.9 years old, with strong Need for Security tendencies and a notable affinity for SUVs.
The key figures that characterise the Mercedes-Benz profile in Portugal.
36.5% are female, 63.5% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 36.5% |
| Male | 63.5% |
| Average age | 43.9 |
| Estimated audience size | 1,454,396 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Mercedes-Benz audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
Where the Mercedes-Benz audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~600K | 1.40× | |
| 02 | Setúbal District | ~200K | 1.34× | |
| 03 | Porto District | ~400K | 1.33× | |
| 04 | Santarém District | ~90K | 1.33× | |
| 05 | Braga District | ~200K | 1.26× | |
| 06 | Leiria District | ~90K | 1.14× | |
| 07 | Faro District | ~100K | 1.13× | |
| 08 | Viana do Castelo District | ~40K | 1.06× | |
| 09 | Aveiro District | ~100K | 1.05× | |
| 10 | Viseu District | ~50K | 0.99× | |
| 11 | Castelo Branco District | ~30K | 0.98× | |
| 12 | Coimbra District | ~70K | 0.97× | |
| 13 | Guarda District | ~20K | 0.97× | |
| 14 | Vila Real District | ~30K | 0.96× | |
| 15 | Portalegre District | ~10K | 0.84× | |
| 16 | Évora District | ~20K | 0.83× | |
| 17 | Beja District | ~20K | 0.82× | |
| 18 | Bragança District | ~10K | 0.82× | |
| 19 | Azores | ~30K | 0.79× | |
| 20 | Madeira | ~30K | 0.73× |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Excavator | Cars & Mobility | 1.74× | ||
| 02 | Peugeot 3008 | Cars & Mobility | 1.67× | ||
| 03 | Tractor | Cars & Mobility | 1.64× | ||
| 04 | Nissan Qashqai | Cars & Mobility | 1.64× | ||
| 05 | Renault Mégane | Cars & Mobility | 1.64× | ||
| 06 | Peugeot 308 | Cars & Mobility | 1.60× | ||
| 07 | SEAT Ibiza | Cars & Mobility | 1.60× | ||
| 08 | Renault Clio | Cars & Mobility | 1.58× | ||
| 09 | Audi A3 | Cars & Mobility | 1.57× | ||
| 10 | Power tool | Home & Garden | 1.56× | ||
| 11 | Peugeot 2008 | Cars & Mobility | 1.56× | ||
| 12 | Audi | Cars & Mobility | 1.54× | ||
| 13 | Ford Focus | Cars & Mobility | 1.54× | ||
| 14 | Volkswagen Golf | Cars & Mobility | 1.52× | ||
| 15 | Cars (video game) | Games | 1.52× | ||
| 16 | Volvo | Cars & Mobility | 1.51× | ||
| 17 | SUVs | Cars & Mobility | 1.50× | ||
| 18 | Traffic congestion | Cars & Mobility | 1.50× | ||
| 19 | Peugeot 208 | Cars & Mobility | 1.50× | ||
| 20 | Mercedes-AMG | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.16× | |
| Family Orientation | CONSERVATISM | 0.88× | |
| Patriotism | CONSERVATISM | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.56× | |
| Individualism | JOY | 0.60× | |
| Early Adopter Mentality | POWER | 0.63× |
Mercedes-Benz's target market in Portugal covers an estimated 1,454,396 people, concentrated in Lisbon District and Porto District.
36.5% of the Mercedes-Benz audience are female, 63.5% are male, with an average age of 43.9 years.
Mercedes-Benz fans show strongest brand affinity for SUVs (1.5×), Audi (1.54×), and Tractor (1.64×) over the country average.
Mercedes-Benz fans in Portugal are most concentrated in Lisbon District (reach ~600K), Porto District (reach ~400K), and Setúbal District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Mercedes-Benz itself, the audience over-indexes on Audi (1.54×), Tractor (1.64×), Volvo (1.51×), and Traffic congestion (1.5×) 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 Mercedes-Benz. 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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