A data profile of the people who buy, follow and care about BMW Motorrad in Italy — modelled from more than twelve digital signal sources. BMW Motorrad has an estimated audience of 3,558,610 people in Italy.
The average BMW Motorrad fan in Italy is 38.4 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Sicilia.
Top brand affinities include Sport bike, MotoGP, Kawasaki, with strongest over-indexing on Sport bike (4.08× the country average).
Demographically, the BMW Motorrad audience skews more male with an average age of 38.4, and over-indexes on personality traits such as Risk Appetite, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical BMW Motorrad fan in Italy is more male, around 38.4 years old, with strong Risk Appetite tendencies and a notable affinity for Sport bike.
The key figures that characterise the BMW Motorrad profile in Italy.
24.9% are female, 75.1% are male, average age 38.4.
| Metric | Value |
|---|---|
| Female | 24.9% |
| Male | 75.1% |
| Average age | 38.4 |
| Estimated audience size | 3,558,610 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 19% |
Where the BMW Motorrad audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Liguria | ~100K | 1.35× | |
| 02 | Sicilia | ~400K | 1.31× | |
| 03 | Lombardy | ~800K | 1.30× | |
| 04 | Tuscany | ~300K | 1.29× | |
| 05 | Trentino-Alto Adige/Südtirol | ~90K | 1.26× | |
| 06 | Marche | ~100K | 1.21× | |
| 07 | Emilia-Romagna | ~400K | 1.20× | |
| 08 | Lazio | ~500K | 1.18× | |
| 09 | Veneto | ~300K | 1.12× | |
| 10 | Piedmont | ~300K | 1.05× | |
| 11 | Abruzzo | ~80K | 1.03× | |
| 12 | Campania | ~400K | 0.94× | |
| 13 | Puglia | ~200K | 0.92× | |
| 14 | Umbria | ~50K | 0.91× | |
| 15 | Friuli-Venezia Giulia | ~60K | 0.88× | |
| 16 | Aosta Valley | ~7K | 0.76× | |
| 17 | Molise | ~10K | 0.73× | |
| 18 | Calabria | ~80K | 0.71× | |
| 19 | Basilicata | ~20K | 0.68× | |
| 20 | Sardinia | ~70K | 0.66× |
The strongest cross-interests of the BMW Motorrad audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kawasaki | Cars & Mobility | 4.79× | ||
| 02 | Endurocross | Cars & Mobility | 4.20× | ||
| 03 | Sport bike | Cars & Mobility | 4.08× | ||
| 04 | Motorcycle accessories | Cars & Mobility | 3.32× | ||
| 05 | Yamaha Motor Company | Cars & Mobility | 3.21× | ||
| 06 | Custom motorcycle | Cars & Mobility | 3.19× | ||
| 07 | Honda | Cars & Mobility | 2.94× | ||
| 08 | Motorcycle helmet | Cars & Mobility | 2.91× | ||
| 09 | Sidi | Sports | 2.80× | ||
| 10 | Motorcycle club | Cars & Mobility | 2.75× | ||
| 11 | Used car | Cars & Mobility | 2.40× | ||
| 12 | Motorcycling | Cars & Mobility | 2.20× | ||
| 13 | Tire | Cars & Mobility | 2.19× | ||
| 14 | AutoScout24 | Cars & Mobility | 2.18× | ||
| 15 | MotoGP | Sports | 2.14× | ||
| 16 | Motorcycle sport | Sports | 2.08× | ||
| 17 | BMW | Cars & Mobility | 2.05× | ||
| 18 | Motor vehicle | Cars & Mobility | 1.65× | ||
| 19 | FIFA World Cup | Sports | 1.58× | ||
| 20 | A.C. Milan | Sports | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.41× | |
| Need for Security | CONSERVATISM | 1.30× | |
| Patriotism | CONSERVATISM | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.70× | |
| Mindfulness | BALANCE | 0.77× | |
| Spirituality | BALANCE | 0.80× |
BMW Motorrad's target market in Italy covers an estimated 3,558,610 people, concentrated in Lombardy and Lazio.
24.9% of the BMW Motorrad audience are female, 75.1% are male, with an average age of 38.4 years.
BMW Motorrad fans show strongest brand affinity for Sport bike (4.08×), MotoGP (2.14×), and Kawasaki (4.79×) over the country average.
BMW Motorrad fans in Italy are most concentrated in Lombardy (reach ~800K), Lazio (reach ~500K), and Sicilia (reach ~400K). These three regions account for the largest share of the active audience.
Beyond BMW Motorrad itself, the audience over-indexes on MotoGP (2.14×), Kawasaki (4.79×), Motorcycle accessories (3.32×), and FIFA World Cup (1.58×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for BMW Motorrad. 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 Italy. 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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