A data profile of the people who buy, follow and care about Motherhood in Portugal — modelled from more than twelve digital signal sources. Motherhood has an estimated audience of 3,662,527 people in Portugal.
The average Motherhood fan in Portugal is 45.6 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 WhatsApp, Primark, Child care, with strongest over-indexing on WhatsApp (1.55× the country average).
Demographically, the Motherhood audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Family Orientation, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Motherhood fan in Portugal is more female, around 45.6 years old, with strong Family Orientation tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Motherhood profile in Portugal.
70.9% are female, 29.1% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 70.9% |
| Male | 29.1% |
| Average age | 45.6 |
| Estimated audience size | 3,662,527 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 27% | |
| 50+ | 32% |
of the worldwide Motherhood audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 20.8% |
| Brazil | 5.0% |
| Japan | 4.8% |
Where the Motherhood audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bragança District | ~50K | 1.12× | |
| 02 | Portalegre District | ~40K | 1.11× | |
| 03 | Guarda District | ~50K | 1.10× | |
| 04 | Beja District | ~60K | 1.08× | |
| 05 | Vila Real District | ~70K | 1.05× | |
| 06 | Évora District | ~70K | 1.05× | |
| 07 | Castelo Branco District | ~70K | 1.03× | |
| 08 | Azores | ~100K | 1.00× | |
| 09 | Viana do Castelo District | ~90K | 1.00× | |
| 10 | Viseu District | ~100K | 0.99× | |
| 11 | Madeira | ~100K | 0.98× | |
| 12 | Coimbra District | ~200K | 0.96× | |
| 13 | Leiria District | ~200K | 0.95× | |
| 14 | Aveiro District | ~300K | 0.94× | |
| 15 | Braga District | ~300K | 0.93× | |
| 16 | Faro District | ~200K | 0.93× | |
| 17 | Setúbal District | ~400K | 0.91× | |
| 18 | Porto District | ~700K | 0.85× | |
| 19 | Santarém District | ~100K | 0.85× | |
| 20 | Lisbon District | ~800K | 0.75× |
The strongest cross-interests of the Motherhood audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Child care | Kids & Family | 1.89× | ||
| 02 | Rio Ave F.C. | Sports | 1.88× | ||
| 03 | Rayo Vallecano | Travel & Leisure | 1.88× | ||
| 04 | Vitória S.C. | Sports | 1.78× | ||
| 05 | Microwave oven | Home & Garden | 1.72× | ||
| 06 | Primark | Shopping | 1.67× | ||
| 07 | Romance novels | Literature | 1.66× | ||
| 08 | Costume jewelry | Fashion & Accessoires | 1.65× | ||
| 09 | French cuisine | Food & Beverages | 1.62× | ||
| 10 | Cholesterol | Food & Beverages | 1.62× | ||
| 11 | EDreams | Travel & Leisure | 1.60× | ||
| 12 | Lingerie | Fashion & Accessoires | 1.59× | ||
| 13 | Grocery store | Food & Beverages | 1.59× | ||
| 14 | Black Friday (shopping) | Shopping | 1.58× | ||
| 15 | Fast food restaurants | Food & Beverages | 1.57× | ||
| 16 | Shampoo | Beauty & Wellness | 1.56× | ||
| 17 | Internet & Social Media | 1.55× | |||
| 18 | Genetics | Kids & Family | 1.55× | ||
| 19 | Purchase discount | Shopping | 1.55× | ||
| 20 | L'Oréal | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.52× | |
| Indulgence | JOY | 1.40× | |
| Community Orientation | OPEN | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.96× | |
| Risk Appetite | THRILL | 0.97× | |
| Early Adopter Mentality | POWER | 0.98× |
Motherhood has an estimated audience of 3,662,527 people in Portugal, concentrated in Lisbon District and Porto District.
70.9% of Motherhood fans are female, 29.1% are male, with an average age of 45.6 years.
Motherhood fans show strongest brand affinity for WhatsApp (1.55×), Primark (1.67×), and Child care (1.89×) over the country average.
Motherhood fans in Portugal are most concentrated in Lisbon District (reach ~800K), Porto District (reach ~700K), and Setúbal District (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Motherhood itself, the audience over-indexes on Primark (1.67×), Child care (1.89×), Lingerie (1.59×), and Black Friday (shopping) (1.58×) 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 Motherhood. 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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