A data profile of the people who buy, follow and care about Wool in Portugal — modelled from more than twelve digital signal sources. Wool has an estimated audience of 1,447,026 people in Portugal.
The average Wool fan in Portugal is 46.6 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 Do it yourself (DIY), Hobby, Flower, with strongest over-indexing on Do it yourself (DIY) (1.6× the country average).
Demographically, the Wool audience skews more female with an average age of 46.6, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Wool fan in Portugal is more female, around 46.6 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Wool profile in Portugal.
75.7% are female, 24.3% are male, average age 46.6.
| Metric | Value |
|---|---|
| Female | 75.7% |
| Male | 24.3% |
| Average age | 46.6 |
| Estimated audience size | 1,447,026 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 12% | |
| 30-39 | 18% | |
| 40-49 | 28% | |
| 50+ | 36% |
of the worldwide Wool audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 5.8% |
| India | 5.3% |
Where the Wool audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~600K | 1.44× | |
| 02 | Castelo Branco District | ~40K | 1.40× | |
| 03 | Porto District | ~400K | 1.29× | |
| 04 | Santarém District | ~90K | 1.29× | |
| 05 | Setúbal District | ~200K | 1.26× | |
| 06 | Braga District | ~100K | 1.07× | |
| 07 | Coimbra District | ~70K | 1.03× | |
| 08 | Faro District | ~100K | 1.02× | |
| 09 | Guarda District | ~20K | 0.98× | |
| 10 | Leiria District | ~80K | 0.97× | |
| 11 | Beja District | ~20K | 0.97× | |
| 12 | Bragança District | ~20K | 0.97× | |
| 13 | Portalegre District | ~20K | 0.97× | |
| 14 | Aveiro District | ~100K | 0.96× | |
| 15 | Azores | ~40K | 0.96× | |
| 16 | Vila Real District | ~30K | 0.96× | |
| 17 | Évora District | ~20K | 0.96× | |
| 18 | Madeira | ~40K | 0.95× | |
| 19 | Viseu District | ~50K | 0.94× | |
| 20 | Viana do Castelo District | ~30K | 0.94× |
The strongest cross-interests of the Wool audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mineral water | Food & Beverages | 3.32× | ||
| 02 | Christmas decoration | Home & Garden | 3.09× | ||
| 03 | Microwave oven | Home & Garden | 2.45× | ||
| 04 | Leggings | Fashion & Accessoires | 2.43× | ||
| 05 | Handmade jewelry | Fashion & Accessoires | 2.27× | ||
| 06 | Art jewelry | Fashion & Accessoires | 2.06× | ||
| 07 | Bedroom furniture | Home & Garden | 1.93× | ||
| 08 | Costume jewelry | Fashion & Accessoires | 1.80× | ||
| 09 | Black Friday (shopping) | Shopping | 1.71× | ||
| 10 | Flower | Home & Garden | 1.70× | ||
| 11 | Organic farming | Food & Beverages | 1.69× | ||
| 12 | Hobby | Home & Garden | 1.67× | ||
| 13 | Lingerie | Fashion & Accessoires | 1.66× | ||
| 14 | Knitting | Home & Garden | 1.66× | ||
| 15 | Mango | Shopping | 1.63× | ||
| 16 | Primark | Shopping | 1.61× | ||
| 17 | Do it yourself (DIY) | Home & Garden | 1.60× | ||
| 18 | Renovation | Home & Garden | 1.59× | ||
| 19 | Bikini | Fashion & Accessoires | 1.59× | ||
| 20 | Tradition | Politics & Society | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.73× | |
| Design Affinity | PREMIUM | 1.71× | |
| Tradition | CONSERVATISM | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.85× | |
| Need for Security | CONSERVATISM | 0.87× | |
| Spirituality | BALANCE | 0.90× |
Wool has an estimated audience of 1,447,026 people in Portugal, concentrated in Lisbon District and Porto District.
75.7% of Wool fans are female, 24.3% are male, with an average age of 46.6 years.
Wool fans show strongest brand affinity for Do it yourself (DIY) (1.6×), Hobby (1.67×), and Flower (1.7×) over the country average.
Wool fans in Portugal are most concentrated in Lisbon District (reach ~600K), Porto District (reach ~400K), and Setúbal District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Wool itself, the audience over-indexes on Hobby (1.67×), Flower (1.7×), Primark (1.61×), and Microwave oven (2.45×) 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 Wool. 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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