A data profile of the people who buy, follow and care about Yarn in Portugal — modelled from more than twelve digital signal sources. Yarn has an estimated audience of 1,470,249 people in Portugal.
The average Yarn fan in Portugal is 47.2 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 WhatsApp, IKEA, Hobby, with strongest over-indexing on WhatsApp (1.71× the country average).
Demographically, the Yarn audience skews more female with an average age of 47.2, and over-indexes on personality traits such as Tradition, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Yarn fan in Portugal is more female, around 47.2 years old, with strong Tradition tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Yarn profile in Portugal.
82.5% are female, 17.5% are male, average age 47.2.
| Metric | Value |
|---|---|
| Female | 82.5% |
| Male | 17.5% |
| Average age | 47.2 |
| Estimated audience size | 1,470,249 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 11% | |
| 30-39 | 17% | |
| 40-49 | 28% | |
| 50+ | 39% |
of the worldwide Yarn audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 15.1% |
| Brazil | 6.3% |
| Japan | 6.0% |
Where the Yarn audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~800K | 1.73× | |
| 02 | Porto District | ~400K | 1.37× | |
| 03 | Santarém District | ~100K | 1.37× | |
| 04 | Braga District | ~200K | 1.13× | |
| 05 | Faro District | ~100K | 1.13× | |
| 06 | Setúbal District | ~200K | 1.12× | |
| 07 | Coimbra District | ~80K | 1.08× | |
| 08 | Leiria District | ~90K | 1.06× | |
| 09 | Castelo Branco District | ~30K | 1.01× | |
| 10 | Azores | ~40K | 0.99× | |
| 11 | Bragança District | ~20K | 0.99× | |
| 12 | Guarda District | ~20K | 0.98× | |
| 13 | Portalegre District | ~20K | 0.98× | |
| 14 | Aveiro District | ~100K | 0.97× | |
| 15 | Madeira | ~40K | 0.97× | |
| 16 | Beja District | ~20K | 0.97× | |
| 17 | Viseu District | ~50K | 0.96× | |
| 18 | Vila Real District | ~30K | 0.96× | |
| 19 | Évora District | ~20K | 0.96× | |
| 20 | Viana do Castelo District | ~30K | 0.94× |
The strongest cross-interests of the Yarn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Anti-aging cream | Beauty & Wellness | 2.75× | ||
| 02 | Microwave oven | Home & Garden | 2.63× | ||
| 03 | Knitting | Home & Garden | 2.27× | ||
| 04 | Costume jewelry | Fashion & Accessoires | 2.15× | ||
| 05 | Black Friday (shopping) | Shopping | 1.98× | ||
| 06 | Shampoo | Beauty & Wellness | 1.98× | ||
| 07 | Lingerie | Fashion & Accessoires | 1.94× | ||
| 08 | Hobby | Home & Garden | 1.92× | ||
| 09 | Primark | Shopping | 1.88× | ||
| 10 | Flower | Home & Garden | 1.79× | ||
| 11 | Internet & Social Media | 1.71× | |||
| 12 | Self-esteem | Health | 1.68× | ||
| 13 | Children's clothing | Fashion & Accessoires | 1.66× | ||
| 14 | Sunglasses | Fashion & Accessoires | 1.65× | ||
| 15 | Real property | Home & Garden | 1.64× | ||
| 16 | IKEA | Home & Garden | 1.60× | ||
| 17 | Crafts | Home & Garden | 1.58× | ||
| 18 | Do it yourself (DIY) | Home & Garden | 1.56× | ||
| 19 | Home Appliances | Home & Garden | 1.55× | ||
| 20 | Home improvement | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.77× | |
| Family Orientation | CONSERVATISM | 1.72× | |
| Design Affinity | PREMIUM | 1.65× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.84× | |
| Spirituality | BALANCE | 1.00× | |
| Social Media Usage | JOY | 1.00× |
Yarn has an estimated audience of 1,470,249 people in Portugal, concentrated in Lisbon District and Porto District.
82.5% of Yarn fans are female, 17.5% are male, with an average age of 47.2 years.
Yarn fans show strongest brand affinity for WhatsApp (1.71×), IKEA (1.6×), and Hobby (1.92×) over the country average.
Yarn fans in Portugal are most concentrated in Lisbon District (reach ~800K), Porto District (reach ~400K), and Setúbal District (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Yarn itself, the audience over-indexes on IKEA (1.6×), Hobby (1.92×), Anti-aging cream (2.75×), and Primark (1.88×) 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 Yarn. 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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