A data profile of the people who buy, follow and care about South America in Portugal — modelled from more than twelve digital signal sources. South America has an estimated audience of 1,593,689 people in Portugal.
The average South America fan in Portugal is 44.4 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 WhatsApp, Dogs, Electronic music, with strongest over-indexing on WhatsApp (1.63× the country average).
Demographically, the South America audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Indulgence, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical South America fan in Portugal is more female, around 44.4 years old, with strong Indulgence tendencies and a notable affinity for WhatsApp.
The key figures that characterise the South America profile in Portugal.
57.9% are female, 42.1% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 44.4 |
| Estimated audience size | 1,593,689 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 31% |
of the worldwide South America audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 21.3% |
| Brazil | 13.0% |
| Colombia | 6.3% |
Where the South America audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~700K | 1.46× | |
| 02 | Faro District | ~100K | 1.31× | |
| 03 | Setúbal District | ~200K | 1.08× | |
| 04 | Bragança District | ~20K | 1.03× | |
| 05 | Portalegre District | ~20K | 1.03× | |
| 06 | Porto District | ~400K | 1.02× | |
| 07 | Santarém District | ~80K | 1.02× | |
| 08 | Guarda District | ~20K | 1.02× | |
| 09 | Beja District | ~30K | 1.00× | |
| 10 | Vila Real District | ~30K | 0.99× | |
| 11 | Évora District | ~30K | 0.99× | |
| 12 | Madeira | ~50K | 0.98× | |
| 13 | Castelo Branco District | ~30K | 0.98× | |
| 14 | Coimbra District | ~80K | 0.97× | |
| 15 | Azores | ~40K | 0.97× | |
| 16 | Leiria District | ~80K | 0.96× | |
| 17 | Viseu District | ~50K | 0.96× | |
| 18 | Viana do Castelo District | ~40K | 0.96× | |
| 19 | Braga District | ~100K | 0.95× | |
| 20 | Aveiro District | ~100K | 0.95× |
The strongest cross-interests of the South America audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tapioca | Food & Beverages | 9.27× | ||
| 02 | Macau | Travel & Leisure | 2.12× | ||
| 03 | Viral video | Internet & Social Media | 1.96× | ||
| 04 | Instant messaging | Internet & Social Media | 1.89× | ||
| 05 | Mexico | Travel & Leisure | 1.87× | ||
| 06 | Samba | Music & Radio | 1.78× | ||
| 07 | First-person shooter games | Games | 1.69× | ||
| 08 | Blues music | Music & Radio | 1.68× | ||
| 09 | Musical theatre | Movies & TV | 1.68× | ||
| 10 | Gambling | Games | 1.67× | ||
| 11 | French cuisine | Food & Beverages | 1.64× | ||
| 12 | Internet & Social Media | 1.63× | |||
| 13 | Charity and causes | Business & Career | 1.62× | ||
| 14 | EDreams | Travel & Leisure | 1.62× | ||
| 15 | Electronic music | Music & Radio | 1.58× | ||
| 16 | Donation | Business & Career | 1.55× | ||
| 17 | Dogs | Pets & Animals | 1.53× | ||
| 18 | Romance novels | Literature | 1.53× | ||
| 19 | Portugal national football team | Sports | 1.51× | ||
| 20 | Video hosting service | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.33× | |
| Community Orientation | OPEN | 1.32× | |
| Pet Ownership | JOY | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.87× | |
| Travelling | THRILL | 0.95× | |
| Sustainability | BALANCE | 0.96× |
South America has an estimated audience of 1,593,689 people in Portugal, concentrated in Lisbon District and Porto District.
57.9% of South America fans are female, 42.1% are male, with an average age of 44.4 years.
South America fans show strongest brand affinity for WhatsApp (1.63×), Dogs (1.53×), and Electronic music (1.58×) over the country average.
South America fans in Portugal are most concentrated in Lisbon District (reach ~700K), Porto District (reach ~400K), and Setúbal District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond South America itself, the audience over-indexes on Dogs (1.53×), Electronic music (1.58×), Tapioca (9.27×), and Blues music (1.68×) 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 South America. 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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