A data profile of the people who buy, follow and care about Italy in United Kingdom — modelled from more than twelve digital signal sources. Italy has an estimated audience of 9,268,696 people in United Kingdom.
The average Italy fan in United Kingdom is 41.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Wikipedia, Hobby, WhatsApp, with strongest over-indexing on Wikipedia (2.26× the country average).
Demographically, the Italy audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Indulgence, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Italy fan in United Kingdom is more female, around 41.8 years old, with strong Indulgence tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Italy profile in United Kingdom.
59.7% are female, 40.3% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 59.7% |
| Male | 40.3% |
| Average age | 41.8 |
| Estimated audience size | 9,268,696 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 20% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 27% |
of the worldwide Italy audience comes from United Kingdom.
| Country | Share |
|---|---|
| Italy | 16.8% |
| United States | 11.9% |
| Germany | 5.0% |
Where the Italy audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~7M | 2.67× | |
| 02 | West Midlands | ~600K | 1.42× | |
| 03 | Yorkshire and the Humber | ~1M | 1.33× | |
| 04 | South East | ~1.5M | 1.15× | |
| 05 | North East | ~400K | 1.11× | |
| 06 | East of England | ~700K | 0.86× | |
| 07 | South West | ~600K | 0.85× | |
| 08 | East Midlands | ~500K | 0.79× | |
| 09 | Scotland | ~500K | 0.61× | |
| 10 | North West | ~500K | 0.50× | |
| 11 | Wales | ~200K | 0.44× | |
| 12 | Northern Ireland | ~100K | 0.37× |
The strongest cross-interests of the Italy audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Neymar | Sports | 2.98× | ||
| 02 | Wikipedia | Internet & Social Media | 2.26× | ||
| 03 | Refrigerator | Home & Garden | 1.91× | ||
| 04 | Esso | Cars & Mobility | 1.88× | ||
| 05 | Sketch comedy | Movies & TV | 1.84× | ||
| 06 | French Bulldog | Pets & Animals | 1.77× | ||
| 07 | Mother's Day | Kids & Family | 1.75× | ||
| 08 | Risk management | Business & Career | 1.75× | ||
| 09 | Hot tub | Home & Garden | 1.74× | ||
| 10 | Fish and chips | Food & Beverages | 1.73× | ||
| 11 | Cider | Food & Beverages | 1.68× | ||
| 12 | Volunteering | Politics & Society | 1.67× | ||
| 13 | Satire | Literature | 1.62× | ||
| 14 | Real property | Home & Garden | 1.62× | ||
| 15 | Golden Retriever | Pets & Animals | 1.61× | ||
| 16 | Internet & Social Media | 1.59× | |||
| 17 | Mobile home | Cars & Mobility | 1.59× | ||
| 18 | New Look | Fashion & Accessoires | 1.56× | ||
| 19 | Hobby | Home & Garden | 1.54× | ||
| 20 | Dentistry | Business & Career | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.52× | |
| Individualism | JOY | 1.43× | |
| Sustainability | BALANCE | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.87× | |
| Pet Ownership | JOY | 0.87× | |
| Price Sensitivity | PREMIUM | 0.87× |
Italy has an estimated audience of 9,268,696 people in United Kingdom, concentrated in England and South East.
59.7% of Italy fans are female, 40.3% are male, with an average age of 41.8 years.
Italy fans show strongest brand affinity for Wikipedia (2.26×), Hobby (1.54×), and WhatsApp (1.59×) over the country average.
Italy fans in United Kingdom are most concentrated in England (reach ~7M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Italy itself, the audience over-indexes on Hobby (1.54×), WhatsApp (1.59×), Refrigerator (1.91×), and Volunteering (1.67×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Italy. 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 United Kingdom. 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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