A data profile of the people who buy, follow and care about WhatsApp in Portugal — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 7,336,576 people in Portugal.
The average WhatsApp fan in Portugal is 44.2 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 Pinterest, Instant messaging, YouTube, with strongest over-indexing on Pinterest (3.6× the country average).
Demographically, the WhatsApp audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Social Media Usage, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical WhatsApp fan in Portugal is more female, around 44.2 years old, with strong Social Media Usage tendencies and a notable affinity for Pinterest.
The key figures that characterise the WhatsApp profile in Portugal.
57.6% are female, 42.4% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 57.6% |
| Male | 42.4% |
| Average age | 44.2 |
| Estimated audience size | 7,336,576 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 30% |
of the worldwide WhatsApp audience comes from Portugal.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.2% |
| Brazil | 4.0% |
Where the WhatsApp audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Braga District | ~700K | 1.35× | |
| 02 | Aveiro District | ~600K | 1.30× | |
| 03 | Porto District | ~1.5M | 1.22× | |
| 04 | Santarém District | ~400K | 1.22× | |
| 05 | Coimbra District | ~400K | 1.21× | |
| 06 | Lisbon District | ~2.5M | 1.20× | |
| 07 | Leiria District | ~400K | 1.15× | |
| 08 | Viseu District | ~300K | 1.11× | |
| 09 | Setúbal District | ~900K | 1.09× | |
| 10 | Castelo Branco District | ~100K | 1.05× | |
| 11 | Viana do Castelo District | ~200K | 0.93× | |
| 12 | Évora District | ~100K | 0.90× | |
| 13 | Vila Real District | ~100K | 0.89× | |
| 14 | Madeira | ~200K | 0.88× | |
| 15 | Bragança District | ~70K | 0.83× | |
| 16 | Faro District | ~400K | 0.81× | |
| 17 | Guarda District | ~80K | 0.80× | |
| 18 | Azores | ~200K | 0.78× | |
| 19 | Portalegre District | ~60K | 0.75× | |
| 20 | Beja District | ~90K | 0.74× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Emoji | Technology & Electronics | 8.93× | ||
| 02 | Erlang (programming language) | Technology & Electronics | 8.73× | ||
| 03 | Voice over IP | Technology & Electronics | 5.57× | ||
| 04 | Instant messaging | Internet & Social Media | 5.04× | ||
| 05 | Internet & Social Media | 3.60× | |||
| 06 | Internet & Social Media | 2.02× | |||
| 07 | X | Internet & Social Media | 1.79× | ||
| 08 | IKEA | Home & Garden | 1.65× | ||
| 09 | Correio da Manhã | News | 1.64× | ||
| 10 | Video | Movies & TV | 1.62× | ||
| 11 | Discount stores | Shopping | 1.59× | ||
| 12 | Internet & Social Media | 1.55× | |||
| 13 | Ryanair | Travel & Leisure | 1.55× | ||
| 14 | Architecture | Business & Career | 1.53× | ||
| 15 | YouTube | Movies & TV | 1.52× | ||
| 16 | House | Home & Garden | 1.51× | ||
| 17 | Betclic | Games | 1.51× | ||
| 18 | Comedy movies | Movies & TV | 1.50× | ||
| 19 | Footwear | Fashion & Accessoires | 1.50× | ||
| 20 | Well-being | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.96× | |
| Need for Security | CONSERVATISM | 1.54× | |
| Community Orientation | OPEN | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.05× | |
| Mindfulness | BALANCE | 1.06× | |
| Early Adopter Mentality | POWER | 1.06× |
WhatsApp has an estimated audience of 7,336,576 people in Portugal, concentrated in Lisbon District and Porto District.
57.6% of WhatsApp fans are female, 42.4% are male, with an average age of 44.2 years.
WhatsApp fans show strongest brand affinity for Pinterest (3.6×), Instant messaging (5.04×), and YouTube (1.52×) over the country average.
WhatsApp fans in Portugal are most concentrated in Lisbon District (reach ~2.5M), Porto District (reach ~1.5M), and Setúbal District (reach ~900K). These three regions account for the largest share of the active audience.
Beyond WhatsApp itself, the audience over-indexes on Instant messaging (5.04×), YouTube (1.52×), Erlang (programming language) (8.73×), and Correio da Manhã (1.64×) 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 WhatsApp. 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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