A data profile of the people who buy, follow and care about Property in Portugal — modelled from more than twelve digital signal sources. Property has an estimated audience of 1,354,782 people in Portugal.
The average Property 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, Faro District.
Top brand affinities include OLX, BP, Renovation, with strongest over-indexing on OLX (1.7× the country average).
Demographically, the Property audience skews more female with an average age of 45.6, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Property fan in Portugal is more female, around 45.6 years old, with strong DIY Mentality tendencies and a notable affinity for OLX.
The key figures that characterise the Property profile in Portugal.
55.6% are female, 44.4% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 55.6% |
| Male | 44.4% |
| Average age | 45.6 |
| Estimated audience size | 1,354,782 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 13% | |
| 30-39 | 21% | |
| 40-49 | 28% | |
| 50+ | 32% |
of the worldwide Property audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 23.2% |
| United Kingdom | 6.0% |
| Australia | 3.6% |
Where the Property audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Faro District | ~200K | 2.83× | |
| 02 | Lisbon District | ~500K | 1.31× | |
| 03 | Évora District | ~30K | 1.13× | |
| 04 | Madeira | ~40K | 1.11× | |
| 05 | Leiria District | ~80K | 1.05× | |
| 06 | Setúbal District | ~100K | 0.99× | |
| 07 | Coimbra District | ~70K | 0.99× | |
| 08 | Beja District | ~20K | 0.98× | |
| 09 | Guarda District | ~20K | 0.97× | |
| 10 | Bragança District | ~20K | 0.97× | |
| 11 | Portalegre District | ~10K | 0.97× | |
| 12 | Castelo Branco District | ~20K | 0.95× | |
| 13 | Vila Real District | ~20K | 0.95× | |
| 14 | Azores | ~40K | 0.94× | |
| 15 | Viana do Castelo District | ~30K | 0.93× | |
| 16 | Porto District | ~300K | 0.92× | |
| 17 | Santarém District | ~60K | 0.92× | |
| 18 | Viseu District | ~40K | 0.92× | |
| 19 | Aveiro District | ~90K | 0.89× | |
| 20 | Braga District | ~100K | 0.88× |
The strongest cross-interests of the Property audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BP | Cars & Mobility | 2.50× | ||
| 02 | Hard Rock Cafe | Food & Beverages | 2.50× | ||
| 03 | Single-family detached home | Home & Garden | 2.50× | ||
| 04 | Solar panel | Home & Garden | 2.46× | ||
| 05 | Pergola | Home & Garden | 2.46× | ||
| 06 | COS | Shopping | 2.26× | ||
| 07 | Hair tutorials | Beauty & Wellness | 2.04× | ||
| 08 | Wealth management | Business & Career | 1.99× | ||
| 09 | Efficient energy use | Technology & Electronics | 1.87× | ||
| 10 | Real estate investing | Business & Career | 1.86× | ||
| 11 | Amsterdam | Travel & Leisure | 1.81× | ||
| 12 | Wine cellar | Food & Beverages | 1.78× | ||
| 13 | OLX | Shopping | 1.70× | ||
| 14 | Renovation | Home & Garden | 1.70× | ||
| 15 | Hardware store | Home & Garden | 1.65× | ||
| 16 | Luxury real estate | Business & Career | 1.60× | ||
| 17 | Mortgage loans | Business & Career | 1.60× | ||
| 18 | Bedroom furniture | Home & Garden | 1.59× | ||
| 19 | Boutique hotel | Travel & Leisure | 1.55× | ||
| 20 | HVAC | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.52× | |
| Quality Awareness | PREMIUM | 1.46× | |
| Design Affinity | PREMIUM | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.86× | |
| Spirituality | BALANCE | 0.90× | |
| Healthy Lifestyle | BALANCE | 0.92× |
Property has an estimated audience of 1,354,782 people in Portugal, concentrated in Lisbon District and Porto District.
55.6% of Property fans are female, 44.4% are male, with an average age of 45.6 years.
Property fans show strongest brand affinity for OLX (1.7×), BP (2.5×), and Renovation (1.7×) over the country average.
Property fans in Portugal are most concentrated in Lisbon District (reach ~500K), Porto District (reach ~300K), and Faro District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Property itself, the audience over-indexes on BP (2.5×), Renovation (1.7×), Solar panel (2.46×), and Efficient energy use (1.87×) 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 Property. 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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