Digital 2024: Portugal
PLEASE NOTE…
We publish regular updates to the Global Digital Reports series.Click here to ensure you’re using our latest data for Portugal.
This page contains all the latest data, insights, and trends you need to help you understand how people in Portugal use digital devices and services in 2024.
If you want to check whether this is our most up-to-date report for Portugal, or if you’re looking for data on digital trends and behaviours in Portugal for previous years, you can find DataReportal’s full collection of reports on Portugal by clicking here.
You’ll also find the complete Digital 2024 report for Portugal in the “full report” section below, but we’ll start by taking a look at the essential headline numbers for Portugal this year.
Just before that, we’d like to thank We Are Social and Meltwater for making the 2024 Global Digital Reports series possible.
OK, let’s get into the data…
The state of digital in Portugal in 2024
Here are DataReportal’s essential headlines for digital adoption and use in Portugal in early 2024:
There were 8.84 million internet users in Portugal at the start of 2024, when internet penetration stood at 86.4 percent.
Portugal was home to 7.43 million social media users in January 2024, equating to 72.6 percent of the total population.
A total of 14.26 million cellular mobile connections were active in Portugal in early 2024, with this figure equivalent to 139.3 percent of the total population.
These headline stats offer a great overview of the “state of digital” in Portugal, but in order to make sense of how digital trends and behaviours are evolving, we need to dig deeper into the data.
Let’s take a closer look at what the latest numbers tell us, starting with some valuable context relating to the population of Portugal.
Population of Portugal in 2024
The population of Portugal stood at 10.24 million in January 2024.
Data shows that Portugal’s population decreased by 24 thousand (-0.2 percent) between early 2023 and the start of 2024.
52.8 percent of Portugal’s population is female, while 47.2 percent of the population is male.
At the start of 2024, 68.1 percent of Portugal’s population lived in urban centres, while 31.9 percent lived in rural areas.
Note: gender data are currently only available for “female” and “male”.
Portugal’s population by age
The median age of Portugal’s population is 46.0.
Here’s how Portugal’s total population breaks down by age group:
4.0 percent is between the ages of 0 and 4.
7.0 percent is between the ages of 5 and 12.
4.9 percent is between the ages of 13 and 17.
7.6 percent is between the ages of 18 and 24.
10.9 percent is between the ages of 25 and 34.
12.6 percent is between the ages of 35 and 44.
15.3 percent is between the ages of 45 and 54.
14.1 percent is between the ages of 55 and 64.
23.5 percent is aged 65 and above.
Note: percentages may not sum to 100 percent due to rounding.
Internet use in Portugal in 2024
There were 8.84 million internet users in Portugal in January 2024.
Portugal’s internet penetration rate stood at 86.4 percent of the total population at the start of 2024.
Kepios analysis indicates that internet users in Portugal decreased by 21 thousand (-0.2 percent) between January 2023 and January 2024.
For perspective, these user figures reveal that 1.39 million people in Portugal did not use the internet at the start of 2024, suggesting that 13.6 percent of the population remained offline at the beginning of the year.
However, complexities associated with the collection and analysis of internet user data mean that it can often take several months before research is ready for publication. As a result, the latest published figures for internet use invariably under-represent reality, and actual adoption and growth may be higher than the figures shown here suggest. Please see our comprehensive notes on data for further details.
Dig deeper: for the latest insights into internet adoption and use around the world, follow our regular Global Statshot reports.
Internet connection speeds in Portugal in 2024
Data published by Ookla indicate that internet users in Portugal could have expected the following internet connection speeds at the start of 2024:
Median mobile internet connection speed via cellular networks: 85.96 Mbps.
Median fixed internet connection speed: 154.39 Mbps.
Ookla’s data reveals that the median mobile internet connection speed in Portugal increased by 23.01 Mbps (+36.6 percent) in the twelve months to the start of 2024.
Meanwhile, Ookla’s data shows that fixed internet connection speeds in Portugal increased by 35.30 Mbps (+29.6 percent) during the same period.
Social media statistics for Portugal in 2024
DataReportal’s figures show that there were 7.43 million active social media user identities in Portugal in January 2024.
Note: over the past year, we’ve made some important changes to how we calculate social media user numbers, and the data sources that we use to inform these calculations have also made significant and wide-ranging revisions to their published figures during that period.
As a result, our latest figure for social media use might appear to be quite different to the values that we published in previous years.
Because of this, we advise caution when comparing the social media user values published in this year’s reports with those published in previous years, especially because changes in reported values may be the result of “corrections” in the source data, as well as changes in actual user behaviour.
For clarity, Kepios analysis shows that social media users in Portugal remained unchanged between early 2023 and the beginning of 2024.
The number of social media users in Portugal at the start of 2024 was equivalent to 72.6 percent of the total population, but it’s important to stress that social media users may not represent unique individuals (see our detailed notes on data to learn why).
Meanwhile, data published in the ad planning tools of top social media platforms indicates that there were 6.64 million users aged 18 and above using social media in Portugal at the start of 2024, which was equivalent to 77.1 percent of the total population aged 18 and above at that time.
More broadly, 84.0 percent of Portugal’s total internet user base (regardless of age) used at least one social media platform in January 2024.
At that time, 50.8 percent of Portugal’s social media users were female, while 49.2 percent were male.
Note: gender data are currently only available for “female” and “male”.
Facebook users in Portugal in 2024
Data published in Meta’s advertising resources indicates that Facebook had 5.95 million users in Portugal in early 2024.
However, Meta has made important changes to the way its advertising resources report audience reach data over recent months – including making significant revisions to its base audience data for Facebook – so the figures shown here may not be directly comparable with figures published in our previous reports.
To learn more about these changes, please see this article, as well as our comprehensive notes on data.
Facebook user growth in Portugal
Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in Portugal increased by 50 thousand (+0.8 percent) between January 2023 and January 2024.
For more recent context, the same data show that the number of users that marketers could reach with ads on Facebook in Portugal decreased by 500 thousand (-7.8 percent) between October 2023 and January 2024.
However, it’s important to stress that these advertising reach figures are not the same as the monthly active users figures that Meta reports in its investor earnings announcements, and they should not be interpreted as such.
As the company states within its ad planning tools,
“Estimated audience size is not a proxy for monthly or daily active users, or for engagement. Estimates aren’t designed to match population, census estimates or other sources, and may differ depending on factors such as how many accounts across Meta technologies a person has, how many temporary visitors are in a particular geographic location at a given time, and Meta user-reported demographics.”
As a result, changes in ad reach may not necessarily indicate any change in the platform’s overall user base.
But despite these caveats, Meta’s ad reach data still offers valuable insights into how Facebook use is evolving.
Facebook adoption in Portugal
Facebook’s ad reach in Portugal was equivalent to 58.1 percent of the total population at the start of 2024.
However, Meta only allows people aged 13 and above to use Facebook, so it’s worth highlighting that 65.3 percent of the “eligible” audience in Portugal uses Meta in 2024.
For additional context, Facebook’s ad reach in Portugal was equivalent to 67.3 percent of the local internet user base (regardless of age) in January 2024.
At the start of 2024, 51.7 percent of Facebook’s ad audience in Portugal was female, while 48.3 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
▶ Looking for more Facebook stats? Click here to explore our in-depth Facebook data for every country in the world.
YouTube users in Portugal in 2024
Google’s advertising resources indicate that YouTube had 7.43 million users in Portugal in early 2024.
It’s important to stress that these advertising reach figures do not necessarily represent the same thing as monthly active user figures though, and there may be meaningful differences between the size of YouTube’s ad audience and its total active user base.
However, the company’s own data suggests that YouTube’s ad reach in early 2024 was equivalent to 72.6 percent of Portugal’s total population at the start of the year.
To put those figures in perspective, YouTube ads reached 84.0 percent of Portugal’s total internet user base (regardless of age) in January 2024.
At that time, 50.8 percent of YouTube’s ad audience in Portugal was female, while 49.2 percent was male.
Note: Google’s advertising resources only publish audience gender data for “female” and “male” users.
YouTube user growth in Portugal
Data published in Google’s own ad planning tools show that YouTube’s potential ad reach in Portugal remained unchanged between the start of 2023 and early 2024.
Meanwhile, the same data show that the number of users that marketers could reach with ads on YouTube in Portugal also remained unchanged between October 2023 and January 2024.
▶ Looking for more YouTube stats? Click here to explore our in-depth YouTube data for every country in the world.
Instagram users in Portugal in 2024
Numbers published in Meta’s advertising tools indicate that Instagram had 5.80 million users in Portugal in early 2024.
The company’s regularly revised figures suggest that Instagram’s ad reach in Portugal was equivalent to 56.7 percent of the total population at the start of the year.
However, Meta only allows people aged 13 and above to use Instagram, so it’s worth highlighting that 63.7 percent of the “eligible” audience in Portugal uses Instagram in 2024.
It’s also worth noting that Instagram’s ad reach in Portugal at the start of 2024 was equivalent to 65.6 percent of the local internet user base (regardless of age).
In early 2024, 55.8 percent of Instagram’s ad audience in Portugal was female, while 44.2 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Instagram user growth in Portugal
Data published in Meta’s planning tools show that Instagram’s potential ad reach in Portugal increased by 500 thousand (+9.4 percent) between January 2023 and January 2024.
On a quarterly basis, the company’s data also reveal that the size of Instagram’s ad audience in Portugal decreased by 200 thousand (-3.3 percent) between October 2023 and January 2024.
As we noted in the Facebook section above though, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
▶ Looking for more Instagram stats? Click here to explore our in-depth Instagram data for every country in the world.
TikTok users in Portugal in 2024
Figures published in ByteDance’s advertising resources indicate that TikTok had 3.67 million users aged 18 and above in Portugal in early 2024.
Note that ByteDance allows marketers to target TikTok ads to users aged 13 and above via its advertising tools, but these tools only show audience data for users aged 18 and above.
For context, ByteDance’s figures indicate that TikTok ads reached 42.6 percent of all adults aged 18 and above in Portugal at the start of 2024.
Meanwhile, TikTok’s ad reach in Portugal was equivalent to 41.5 percent of the local internet user base at the beginning of the year, regardless of age.
In early 2024, 52.4 percent of TikTok’s ad audience in Portugal was female, while 47.6 percent was male.
Note: ByteDance’s advertising resources only publish audience gender data for “female” and “male” users.
TikTok user growth in Portugal
Data published in ByteDance’s own ad planning tools show that TikTok’s potential ad reach in Portugal increased by 432 thousand (+13.3 percent) between the start of 2023 and early 2024.
However, figures indicate that the potential reach of ads on TikTok in Portugal actually increased by 563 thousand (+18.1 percent) between October 2023 and January 2024, suggesting that reach may have fallen between January 2023 and October 2023.
Having said that, ad audiences often only account for a subset of a platform’s total users, and given that TikTok’s ad tools only publish data for users aged 18 and above, it’s important to remember that trends in TikTok’s ad reach figures may not necessarily match changes in the platform’s overall user base.
▶ Looking for more TikTok stats? Click here to explore our in-depth TikTok data for every country in the world.
Facebook Messenger users in Portugal in 2024
Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 4.75 million users in Portugal in early 2024.
The company’s frequently revised audience numbers suggest that Facebook Messenger’s ad reach in Portugal was equivalent to 46.4 percent of the total population at the start of the year.
Meta only allows people aged 13 and above to use Facebook Messenger though, so it’s worth highlighting that 52.1 percent of Facebook Messenger’s “eligible” audience in Portugal in 2024.
For additional context, Facebook Messenger’s ad reach in Portugal is equivalent to 53.7 percent of the local internet user base (regardless of age).
At the start of 2024, 53.2 percent of Facebook Messenger’s ad audience in Portugal was female, while 46.8 percent was male.
Notes: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Facebook Messenger user growth in Portugal
Data published in Meta’s planning tools show that Facebook Messenger’s potential ad reach in Portugal increased by 150 thousand (+3.3 percent) between January 2023 and January 2024.
On a quarterly basis, the company’s data reveal that the size of Facebook Messenger’s ad audience in Portugal decreased by 300 thousand (-5.9 percent) between October 2023 and January 2024.
However, as we noted in the Facebook section above, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
▶ Looking for more Facebook Messenger stats? Click here to explore our in-depth Facebook Messenger data for every country in the world.
LinkedIn users in Portugal in 2024
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 4.90 million “members” in Portugal in early 2024.
However, note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media platforms.
As a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published on this page, or in our Digital 2024 reports.
The company’s advertising reach figures suggest that LinkedIn’s audience in Portugal was equivalent to 47.9 percent of the total population at the start of 2024.
LinkedIn prevents people below the age of 18 from using its platform though, so it’s also helpful to know that 56.9 percent of the “eligible” audience in Portugal uses LinkedIn in 2024.
For additional context, LinkedIn’s ad reach in Portugal was equivalent to 55.4 percent of the local internet user base (regardless of age) at the start of the year.
In early 2024, 47.8 percent of LinkedIn’s ad audience in Portugal was female, while 52.2 percent was male.
Note: LinkedIn’s advertising resources only publish audience gender data for “female” and “male” users.
LinkedIn user growth in Portugal
Data published in LinkedIn’s planning tools show that LinkedIn’s potential ad reach in Portugal increased by 600 thousand (+14.0 percent) between the start of 2023 and the beginning of 2024.
On a quarterly basis, the company’s data reveal that the size of LinkedIn’s ad audience in Portugal increased by 200 thousand (+4.3 percent) between October 2023 and January 2024.
However, because LinkedIn’s ad audience figures are based on total registered members rather than monthly active users, it’s unclear whether these trends might reflect changes in active LinkedIn use too.
▶ Looking for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for every country in the world.
Snapchat users in Portugal in 2024
Data published in Snap’s advertising resources indicate that Snapchat had 1.04 million users in Portugal in early 2024.
This figure means that Snapchat’s ad reach in Portugal was equivalent to 10.1 percent of the total population at the start of the year.
However, Snap only allows people aged 13 and above to use the platform, so it’s also worth noting that 11.4 percent of the “eligible” audience in Portugal uses Snap in 2024.
For additional context, Snapchat’s ad reach in Portugal was equivalent to 11.7 percent of the local internet user base (regardless of age) at the start of the year.
In early 2024, 58.9 percent of Snapchat’s ad audience in Portugal was female, while 40.1 percent was male.
Note: Snap’s advertising resources only publish audience gender data for “female” and “male” users, but the figures published for these demographics don’t always add up to the total user figure, so percentages shown here may not sum to 100 percent.
Snapchat user growth in Portugal
Data published in Snap’s own ad planning tools show that Snapchat’s potential ad reach in Portugal decreased by 65 thousand (-5.9 percent) between the start of 2023 and early 2024.
Meanwhile, the same data show that the number of users that marketers could reach with ads on Snapchat in Portugal decreased by 353 thousand (-25.4 percent) between October 2023 and January 2024.
However, it’s important to stress that these advertising reach figures do not represent monthly active user figures, and there may be meaningful differences between the size of Snapchat’s ad audience and its total active user base.
▶ Looking for more Snapchat stats? Click here to explore our in-depth Snapchat data for every country in the world.
X users in Portugal in 2024
Numbers published in X (Twitter)’s advertising resources indicate that X had 2.01 million users in Portugal in early 2024.
This figure means that X’s ad reach in Portugal was equivalent to 19.6 percent of the total population at the time.
However, it’s important to stress that these advertising reach figures are not the same as monthly active user figures, and there may be meaningful differences between the size of X’s ad audience and its total active user base.
Moreover, we’ve seen some particularly bizarre trends in the data reported in X’s advertising tools over the past year, so we’d advise caution when it comes to analysing these X figures.
It’s worth noting that X only allows people aged 13 and above to use its platform, so the latest figures suggest that 22.0 percent of the “eligible” audience in Portugal uses X in 2024.
For additional context, X’s ad reach in Portugal was equivalent to 22.7 percent of the local internet user base (regardless of age) at the start of the year.
In early 2024, the company’s own data indicated that 40.0 percent of X’s ad audience in Portugal was female, while 60.0 percent was male.
However, it’s worth noting that X infers its users’ gender, by analysing signals such as the name that users enter in their profile, and their broader activity on the platform.
This contrasts with the gender data offered in the advertising tools of platforms like Facebook, which relies on the gender that users themselves enter in their own profile.
Moreover, our analysis suggests that X’s inferences may not be particularly reliable in determining users’ gender, especially in countries where English is not the dominant language.
For example, consumer research findings published by GWI often offer quite a different picture of X use by gender compared with X’s own audience data.
But the apparent distortions that frequently appear in X’s inferred gender data may be due in large part to the high number of “non-human” accounts that feature in X’s active user data (e.g. accounts that represent businesses, animals, musicians, etc.), especially because X doesn’t currently separate these accounts out from “real” human individuals in the ways that Facebook and Instagram do.
Regardless of the cause of these anomalies though, we advise caution when analysing or interpreting X’s reported figures for use by gender.
X user growth in Portugal
Data published in X (Twitter)’s own ad planning tools show that X’s potential ad reach in Portugal increased by 105 thousand (+5.5 percent) between the start of 2023 and early 2024.
Meanwhile, the same data show that the number of users that marketers could reach with ads on X in Portugal decreased by 645 thousand (-24.3 percent) between October 2023 and January 2024.
However, please note that the figures published in X’s planning tools appear to be liable to significant fluctuation – even over short periods of time – and these anomalies may impact the reliability and representativeness of this change data.
▶ Looking for more Twitter stats? Click here to explore our in-depth Twitter data for every country in the world.
Pinterest users in Portugal in 2024
Data published in Pinterest’s advertising resources indicate that Pinterest had 2.52 million users in Portugal in early 2024.
This figure means that Pinterest’s ad reach in Portugal was equivalent to 24.6 percent of the total population at the start of the year.
However, Pinterest only allows people aged 13 and above to use its platform, so it may be helpful to know that 27.6 percent of the “eligible” audience in Portugal uses Pinterest in 2024.
Meanwhile, Pinterest’s ad reach in Portugal was equivalent to 28.4 percent of the local internet user base at that time, regardless of age.
At the start of 2024, 69.5 percent of Pinterest’s ad audience in Portugal was female, while 24.5 percent was male.
Pinterest’s tools also publish audience data for users of “unspecified” gender, and these users accounted for 6.0 percent of Pinterest’s total ad audience in Portugal at the start of 2024.
Pinterest user growth in Portugal
Data published in Pinterest’s own ad planning tools show that Pinterest’s potential ad reach in Portugal increased by 455 thousand (+22.1 percent) between the start of 2023 and early 2024.
On a quarter-by-quarter basis, the number of users that marketers could reach with ads on Pinterest in Portugal increased by 210 thousand (+9.1 percent) between October 2023 and January 2024.
However, remember that these advertising reach figures do not represent monthly active user figures, and the size of Pinterest’s ad audience may be significantly different to its total active user base.
▶ Looking for more Pinterest stats? Click here to explore our in-depth Pinterest data for every country in the world.
Mobile connections in Portugal in 2024
Data from GSMA Intelligence shows that there were 14.26 million cellular mobile connections in Portugal at the start of 2024.
However, note that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so it’s not unusual for mobile connection figures to significantly exceed figures for total population.
GSMA Intelligence’s numbers indicate that mobile connections in Portugal were equivalent to 139.3 percent of the total population in January 2024.
The number of mobile connections in Portugal increased by 423 thousand (+3.1 percent) between the start of 2023 and the start of 2024.
Additional resources
Just before we get to the full report, here are some suggestions for further reading, which will provide additional context for our full set of Digital 2024 numbers for Portugal:
Read our complete Digital 2024 Global Overview Report to get a comprehensive overview of the “state of digital” around the world in 2024.
Click here to see all of the Global Digital Reports we’ve published on Portugal over the past decade.
Explore all of our reports on countries in Southern Europe by clicking here.
Visit our complete online reports library to find all of the (free!) reports in the Global Digital Reports series.
If you’d like to receive updates when we publish new reports, click here to sign up for our newsletter.
Full report
You’ll find our complete Digital 2024: Portugal report in the embed below (click here if you can’t see that, or if you can’t change the slides).