Banking Audience in Italy
Banking has an estimated audience of 12,933,077 people in Italy. 47.3% are female, 52.7% are male, average age 44.4. Top regions: Lombardy, Lazio, Tuscany. Top brand affinities: Message in a Bottle (film), UniCredit, Online banking, 3BMeteo, Investment banking.
The average Banking fan in Italy is 44.4 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Tuscany. Top brand affinities include Message in a Bottle (film), UniCredit, Online banking, with strongest over-indexing on Message in a Bottle (film) (2.04× the country average). Demographically, the Banking audience skews balanced with an average age of 44.4, and over-indexes on personality traits such as Risk Appetite, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Business & Career · Type: Topic · Subtype: Field of study
Demographics of Banking fans
| Metric | Value |
|---|---|
| Female | 47.3% |
| Male | 52.7% |
| Average age | 44.4 |
| Estimated audience size | 12,933,077 |
Audience persona
The typical Banking fan in Italy is balanced, around 44.4 years old, with strong Risk Appetite tendencies and a notable affinity for Message in a Bottle (film).
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 2,048,393 | 0.9× |
| Lazio | 1,923,642 | 1.21× |
| Tuscany | 1,635,487 | 1.91× |
| Campania | 1,442,157 | 0.99× |
| Veneto | 1,422,059 | 1.39× |
| Sicilia | 1,337,604 | 1.19× |
| Emilia-Romagna | 817,898 | 0.77× |
| Puglia | 731,268 | 0.82× |
| Piedmont | 700,131 | 0.73× |
| Trentino-Alto Adige/Südtirol | 613,533 | 2.51× |
| Sardinia | 394,380 | 1.09× |
| Liguria | 356,710 | 0.98× |
| Friuli-Venezia Giulia | 303,743 | 1.25× |
| Calabria | 239,503 | 0.6× |
| Marche | 190,289 | 0.59× |
| Umbria | 155,244 | 0.74× |
| Abruzzo | 147,170 | 0.52× |
| Basilicata | 64,539 | 0.55× |
| Aosta Valley | 32,315 | 0.98× |
| Molise | 16,753 | 0.27× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Message in a Bottle (film) | 2.04× | Movies & TV |
| UniCredit | 2.06× | Business & Career |
| Online banking | 4.15× | Business & Career |
| 3BMeteo | 1.74× | News |
| Investment banking | 3.19× | Business & Career |
| SuperEnalotto | 1.71× | Games |
| Intesa Sanpaolo | 1.58× | Business & Career |
| Financial services | 1.68× | Business & Career |
| Credit cards | 1.65× | Business & Career |
| Payment system | 2.6× | Shopping |
| Insurance | 1.53× | Business & Career |
| Quotation | 1.73× | Business & Career |
| Nexi | 1.87× | Business & Career |
| Loan | 2.43× | Business & Career |
| Retail banking | 2.98× | Business & Career |
| Pension | 2.29× | Business & Career |
| Natural gas | 1.59× | Cars & Mobility |
| Ali | 1.9× | Politics & Society |
| Mattress | 1.6× | Home & Garden |
| Hypermarket | 1.5× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 1.4 |
| Patriotism | CONSERVATISM | 1.25 |
| Career Orientation | POWER | 1.22 |
| Community Orientation | OPEN | 1.19 |
| Indulgence | JOY | 1.11 |
| Extroversion | THRILL | 1.06 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.6% |
| India | 6.6% |
| Brazil | 5.4% |
See Banking audiences in other countries
More Field of study audiences in Italy
- Music (40,110,040)
- Politics and social issues (32,887,575)
- Psychology (23,209,829)
- Philosophy (23,149,976)
- Architecture (22,238,215)
Frequently asked questions
How many fans does Banking have in Italy?
Banking has an estimated audience of 12,933,077 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Banking fans?
47.3% of Banking fans are female, 52.7% are male, with an average age of 44.4 years.
Which brands do Banking fans like most?
Banking fans show strongest brand affinity for Message in a Bottle (film) (2.04×), UniCredit (2.06×), and Online banking (4.15×) over the country average.
Where do Banking fans live in Italy?
Banking fans in Italy are most concentrated in Lombardy (reach 2,048,393), Lazio (reach 1,923,642), and Tuscany (reach 1,635,487). These three regions account for the largest share of the active audience.
What other brands do Banking fans also like?
Beyond Banking itself, the audience over-indexes on UniCredit (2.06×), Online banking (4.15×), 3BMeteo (1.74×), and Investment banking (3.19×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for Banking. 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.