A data profile of the people who buy, follow and care about Nova Gente in Portugal — modelled from more than twelve digital signal sources. Nova Gente has an estimated audience of 1,600,811 people in Portugal.
The average Nova Gente fan in Portugal is 44.6 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Braga District.
Top brand affinities include IKEA, Ryanair, Primark, with strongest over-indexing on IKEA (1.5× the country average).
Demographically, the Nova Gente audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Indulgence, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Nova Gente fan in Portugal is more female, around 44.6 years old, with strong Indulgence tendencies and a notable affinity for IKEA.
The key figures that characterise the Nova Gente profile in Portugal.
73.0% are female, 27.0% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 73.0% |
| Male | 27.0% |
| Average age | 44.6 |
| Estimated audience size | 1,600,811 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 24% | |
| 40-49 | 27% | |
| 50+ | 28% |
of the worldwide Nova Gente audience comes from Portugal.
| Country | Share |
|---|---|
| Portugal | 90.4% |
| Switzerland | 3.8% |
| France | 2.2% |
Where the Nova Gente audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Braga District | ~200K | 1.33× | |
| 02 | Madeira | ~60K | 1.33× | |
| 03 | Porto District | ~400K | 1.29× | |
| 04 | Santarém District | ~100K | 1.29× | |
| 05 | Aveiro District | ~200K | 1.27× | |
| 06 | Lisbon District | ~600K | 1.22× | |
| 07 | Vila Real District | ~30K | 1.16× | |
| 08 | Coimbra District | ~90K | 1.12× | |
| 09 | Castelo Branco District | ~30K | 1.11× | |
| 10 | Setúbal District | ~200K | 1.09× | |
| 11 | Leiria District | ~90K | 1.04× | |
| 12 | Bragança District | ~20K | 1.01× | |
| 13 | Guarda District | ~20K | 0.99× | |
| 14 | Beja District | ~20K | 0.90× | |
| 15 | Viseu District | ~50K | 0.86× | |
| 16 | Azores | ~30K | 0.78× | |
| 17 | Faro District | ~80K | 0.74× | |
| 18 | Viana do Castelo District | ~30K | 0.74× | |
| 19 | Portalegre District | ~10K | 0.65× | |
| 20 | Évora District | ~20K | 0.59× |
The strongest cross-interests of the Nova Gente audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Opel Adam | Cars & Mobility | 4.34× | ||
| 02 | Mineral water | Food & Beverages | 1.97× | ||
| 03 | Tupperware | Home & Garden | 1.85× | ||
| 04 | Soap opera | Movies & TV | 1.79× | ||
| 05 | Day spa | Beauty & Wellness | 1.77× | ||
| 06 | Primark | Shopping | 1.71× | ||
| 07 | Calzedonia | Fashion & Accessoires | 1.71× | ||
| 08 | Momondo | Travel & Leisure | 1.63× | ||
| 09 | La Roche-Posay | Beauty & Wellness | 1.63× | ||
| 10 | Trivago | Travel & Leisure | 1.62× | ||
| 11 | Nespresso | Food & Beverages | 1.62× | ||
| 12 | Garden furniture | Home & Garden | 1.61× | ||
| 13 | Microwave oven | Home & Garden | 1.60× | ||
| 14 | Espresso | Food & Beverages | 1.58× | ||
| 15 | Lottery | Games | 1.57× | ||
| 16 | Zoo | Kids & Family | 1.56× | ||
| 17 | Ryanair | Travel & Leisure | 1.53× | ||
| 18 | Internet service provider | Technology & Electronics | 1.51× | ||
| 19 | IKEA | Home & Garden | 1.50× | ||
| 20 | Cancer awareness | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.49× | |
| Family Orientation | CONSERVATISM | 1.48× | |
| Need for Security | CONSERVATISM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.69× | |
| Early Adopter Mentality | POWER | 0.74× | |
| Career Orientation | POWER | 0.79× |
Nova Gente has an estimated audience of 1,600,811 people in Portugal, concentrated in Lisbon District and Porto District.
73.0% of Nova Gente fans are female, 27.0% are male, with an average age of 44.6 years.
Nova Gente fans show strongest brand affinity for IKEA (1.5×), Ryanair (1.53×), and Primark (1.71×) over the country average.
Nova Gente fans in Portugal are most concentrated in Lisbon District (reach ~600K), Porto District (reach ~400K), and Braga District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Nova Gente itself, the audience over-indexes on Ryanair (1.53×), Primark (1.71×), Trivago (1.62×), and Espresso (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 Nova Gente. 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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