Rascasse Audience Intelligence

Social media Audience in Portugal

A data profile of the people who buy, follow and care about Social media in Portugal — modelled from more than twelve digital signal sources. Social media has an estimated audience of 4,135,282 people in Portugal.

#44among Lifestyle cluster in Portugal#72among Topic in Portugal#9in Business & Career

The average Social media fan in Portugal is 45.3 years old, balanced, and lives primarily in Lisbon District.

The audience is concentrated in Lisbon District, Porto District, Setúbal District.

Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-13.

Section 01

At a glance

The key figures that characterise the Social media profile in Portugal.

Audience size
4.1M
in Portugal
Gender
53.6%♀
46.4% male
Age
45.3
average years
Country rank
#110
Topic in Portugal
Fig. 01

Search interest · 12-month trend

-19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Social media fans

53.6% are female, 46.4% are male, average age 45.3.

Fig. 02

Gender split

53.6%
Female
46.4%
Male
Demographic split for Social media audience in Portugal
MetricValue
Female53.6%
Male46.4%
Average age45.3
Estimated audience size4,135,282
Fig. 03

Age distribution

Ø 45.3
average years
Age distribution of the Social media audience in Portugal
Age bracketShare%
16-198%
20-2915%
30-3918%
40-4926%
50+34%
Fig. 04

Worldwide distribution

0.8%

of the worldwide Social media audience comes from Portugal.

Worldwide audience distribution share by country for Social media
CountryShare
United States19.1%
India5.9%
Brazil4.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Portugal average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Social media audience in Portugal is strongest.

Fig. 05

Top regions by affinity

Social media fans by region: top regions in Portugal
#RegionReachAffinity×
01Lisbon District~1.5M1.31×
02Porto District~1M1.27×
03Santarém District~200K1.27×
04Setúbal District~600K1.22×
05Coimbra District~200K1.16×
06Braga District~400K1.10×
07Aveiro District~300K1.09×
08Leiria District~200K1.05×
09Faro District~300K1.02×
10Castelo Branco District~80K1.02×
11Bragança District~50K0.99×
12Madeira~100K0.98×
13Vila Real District~70K0.98×
14Viseu District~100K0.97×
15Guarda District~50K0.97×
16Portalegre District~40K0.97×
17Viana do Castelo District~100K0.96×
18Beja District~60K0.96×
19Azores~100K0.95×
20Évora District~70K0.94×
Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Lifestyle cluster audiences in Portugal

See Social media audiences in other countries

How to read this data

Audience size is the estimated number of people in Portugal who actively search for Social media. 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.

About this audience profile

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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