A data profile of the people who buy, follow and care about Saving in Portugal — modelled from more than twelve digital signal sources. Saving has an estimated audience of 1,994,589 people in Portugal.
The average Saving fan in Portugal is 46.4 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 OLX, Do it yourself (DIY), Auchan, with strongest over-indexing on OLX (1.54× the country average).
Demographically, the Saving audience skews more female with an average age of 46.4, 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 Saving fan in Portugal is more female, around 46.4 years old, with strong DIY Mentality tendencies and a notable affinity for OLX.
The key figures that characterise the Saving profile in Portugal.
57.8% are female, 42.2% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 57.8% |
| Male | 42.2% |
| Average age | 46.4 |
| Estimated audience size | 1,994,589 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 11% | |
| 30-39 | 18% | |
| 40-49 | 26% | |
| 50+ | 37% |
of the worldwide Saving audience comes from Portugal.
| Country | Share |
|---|---|
| Japan | 12.9% |
| United States | 10.3% |
| Italy | 7.8% |
Where the Saving audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~700K | 1.23× | |
| 02 | Setúbal District | ~300K | 1.22× | |
| 03 | Faro District | ~100K | 1.13× | |
| 04 | Porto District | ~500K | 1.08× | |
| 05 | Santarém District | ~100K | 1.08× | |
| 06 | Braga District | ~200K | 1.03× | |
| 07 | Beja District | ~30K | 1.02× | |
| 08 | Bragança District | ~20K | 1.02× | |
| 09 | Portalegre District | ~20K | 1.01× | |
| 10 | Leiria District | ~100K | 1.00× | |
| 11 | Guarda District | ~30K | 1.00× | |
| 12 | Coimbra District | ~100K | 0.99× | |
| 13 | Castelo Branco District | ~40K | 0.99× | |
| 14 | Vila Real District | ~40K | 0.99× | |
| 15 | Évora District | ~30K | 0.98× | |
| 16 | Viseu District | ~70K | 0.97× | |
| 17 | Madeira | ~60K | 0.97× | |
| 18 | Azores | ~50K | 0.97× | |
| 19 | Viana do Castelo District | ~50K | 0.96× | |
| 20 | Aveiro District | ~100K | 0.94× |
The strongest cross-interests of the Saving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | E.Leclerc | Shopping | 1.99× | ||
| 02 | Direct selling | Fashion & Accessoires | 1.92× | ||
| 03 | Do it yourself (DIY) | Home & Garden | 1.85× | ||
| 04 | Credit (finance) | Business & Career | 1.84× | ||
| 05 | Bricomarché | Home & Garden | 1.80× | ||
| 06 | Norauto | Cars & Mobility | 1.79× | ||
| 07 | Auchan | Shopping | 1.69× | ||
| 08 | Online chat | Technology & Electronics | 1.69× | ||
| 09 | Kitchenware | Home & Garden | 1.62× | ||
| 10 | Campeonato Brasileiro Série A | Sports | 1.62× | ||
| 11 | Social movement | Politics & Society | 1.61× | ||
| 12 | MSN | News | 1.60× | ||
| 13 | CAC 40 | Business & Career | 1.58× | ||
| 14 | Emotional intelligence | Health | 1.57× | ||
| 15 | Mortgage loans | Business & Career | 1.57× | ||
| 16 | Flower bouquet | Home & Garden | 1.57× | ||
| 17 | Microwave oven | Home & Garden | 1.55× | ||
| 18 | OLX | Shopping | 1.54× | ||
| 19 | Vehicle insurance | Cars & Mobility | 1.51× | ||
| 20 | Škoda Auto | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.38× | |
| Quality Awareness | PREMIUM | 1.30× | |
| Need for Security | CONSERVATISM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.86× | |
| Spirituality | BALANCE | 0.87× | |
| Pet Ownership | JOY | 0.89× |
Saving has an estimated audience of 1,994,589 people in Portugal, concentrated in Lisbon District and Porto District.
57.8% of Saving fans are female, 42.2% are male, with an average age of 46.4 years.
Saving fans show strongest brand affinity for OLX (1.54×), Do it yourself (DIY) (1.85×), and Auchan (1.69×) over the country average.
Saving fans in Portugal are most concentrated in Lisbon District (reach ~700K), Porto District (reach ~500K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Saving itself, the audience over-indexes on Do it yourself (DIY) (1.85×), Auchan (1.69×), Credit (finance) (1.84×), and Emotional intelligence (1.57×) 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 Saving. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.