A data profile of the people who buy, follow and care about Decathlon in Italy — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 5,204,075 people in Italy.
The average Decathlon fan in Italy is 41.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Veneto.
Top brand affinities include Decathlon Italia, Wikipedia, Sportswear (activewear), with strongest over-indexing on Decathlon Italia (7.84× the country average).
Demographically, the Decathlon audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Convenience Orientation, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Decathlon fan in Italy is balanced, around 41.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Decathlon Italia.
The key figures that characterise the Decathlon profile in Italy.
50.2% are female, 49.8% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 50.2% |
| Male | 49.8% |
| Average age | 41.6 |
| Estimated audience size | 5,204,075 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 24% | |
| 40-49 | 23% | |
| 50+ | 23% |
Where the Decathlon audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1M | 1.36× | |
| 02 | Veneto | ~600K | 1.34× | |
| 03 | Piedmont | ~500K | 1.27× | |
| 04 | Emilia-Romagna | ~500K | 1.19× | |
| 05 | Tuscany | ~400K | 1.19× | |
| 06 | Liguria | ~200K | 1.10× | |
| 07 | Trentino-Alto Adige/Südtirol | ~100K | 1.10× | |
| 08 | Lazio | ~700K | 1.06× | |
| 09 | Marche | ~100K | 1.02× | |
| 10 | Friuli-Venezia Giulia | ~100K | 1.02× | |
| 11 | Abruzzo | ~100K | 0.98× | |
| 12 | Sardinia | ~100K | 0.96× | |
| 13 | Sicilia | ~400K | 0.94× | |
| 14 | Puglia | ~300K | 0.92× | |
| 15 | Umbria | ~80K | 0.89× | |
| 16 | Campania | ~500K | 0.87× | |
| 17 | Calabria | ~100K | 0.80× | |
| 18 | Aosta Valley | ~10K | 0.75× | |
| 19 | Molise | ~20K | 0.63× | |
| 20 | Basilicata | ~30K | 0.60× |
The strongest cross-interests of the Decathlon audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Decathlon Italia | Shopping | 7.84× | ||
| 02 | Gerard Butler | Movies & TV | 3.05× | ||
| 03 | Conforama | Home & Garden | 2.87× | ||
| 04 | Under Armour | Fashion & Accessoires | 2.51× | ||
| 05 | Giro d'Italia | Sports | 2.17× | ||
| 06 | Sports bra | Fashion & Accessoires | 2.12× | ||
| 07 | Skechers | Fashion & Accessoires | 1.95× | ||
| 08 | Wikipedia | Internet & Social Media | 1.94× | ||
| 09 | The North Face | Fashion & Accessoires | 1.81× | ||
| 10 | Sportswear (activewear) | Fashion & Accessoires | 1.78× | ||
| 11 | Cleanliness | Home & Garden | 1.74× | ||
| 12 | Moncler | Fashion & Accessoires | 1.68× | ||
| 13 | HVAC | Home & Garden | 1.64× | ||
| 14 | Birkenstock | Fashion & Accessoires | 1.64× | ||
| 15 | Track and field | Sports | 1.63× | ||
| 16 | Satire | Literature | 1.60× | ||
| 17 | Mediaset | Technology & Electronics | 1.57× | ||
| 18 | Deal of the day | Shopping | 1.56× | ||
| 19 | Sneaker collecting | Fashion & Accessoires | 1.56× | ||
| 20 | Yamamay | Fashion & Accessoires | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.32× | |
| Career Orientation | POWER | 1.21× | |
| Price Sensitivity | PREMIUM | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.77× | |
| Mindfulness | BALANCE | 0.88× | |
| Individualism | JOY | 0.90× |
Decathlon's target market in Italy covers an estimated 5,204,075 people, concentrated in Lombardy and Lazio.
50.2% of the Decathlon audience are female, 49.8% are male, with an average age of 41.6 years.
Decathlon fans show strongest brand affinity for Decathlon Italia (7.84×), Wikipedia (1.94×), and Sportswear (activewear) (1.78×) over the country average.
Decathlon fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~700K), and Veneto (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Decathlon itself, the audience over-indexes on Wikipedia (1.94×), Sportswear (activewear) (1.78×), Deal of the day (1.56×), and Mediaset (1.57×) 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 Decathlon. 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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