A data profile of the people who buy, follow and care about Decorative arts in Italy — modelled from more than twelve digital signal sources. Decorative arts has an estimated audience of 8,815,261 people in Italy.
The average Decorative arts fan in Italy is 42.5 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Tecnomat, IKEA, Home improvement, with strongest over-indexing on Tecnomat (1.65× the country average).
Demographically, the Decorative arts audience skews more female with an average age of 42.5, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Decorative arts fan in Italy is more female, around 42.5 years old, with strong DIY Mentality tendencies and a notable affinity for Tecnomat.
The key figures that characterise the Decorative arts profile in Italy.
64.8% are female, 35.2% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 64.8% |
| Male | 35.2% |
| Average age | 42.5 |
| Estimated audience size | 8,815,261 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide Decorative arts audience comes from Italy.
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 7.3% |
| China | 5.6% |
Where the Decorative arts audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Basilicata | ~90K | 1.08× | |
| 02 | Marche | ~200K | 1.04× | |
| 03 | Calabria | ~300K | 1.03× | |
| 04 | Abruzzo | ~200K | 1.02× | |
| 05 | Liguria | ~300K | 1.01× | |
| 06 | Trentino-Alto Adige/Südtirol | ~200K | 1.01× | |
| 07 | Friuli-Venezia Giulia | ~200K | 1.00× | |
| 08 | Umbria | ~100K | 1.00× | |
| 09 | Molise | ~40K | 1.00× | |
| 10 | Piedmont | ~600K | 0.99× | |
| 11 | Puglia | ~600K | 0.99× | |
| 12 | Sardinia | ~200K | 0.99× | |
| 13 | Sicilia | ~700K | 0.98× | |
| 14 | Emilia-Romagna | ~700K | 0.98× | |
| 15 | Veneto | ~700K | 0.98× | |
| 16 | Tuscany | ~600K | 0.98× | |
| 17 | Campania | ~1M | 0.97× | |
| 18 | Lazio | ~1M | 0.95× | |
| 19 | Lombardy | ~1.5M | 0.91× | |
| 20 | Aosta Valley | 0.00× |
The strongest cross-interests of the Decorative arts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Urban horticulture | Home & Garden | 2.65× | ||
| 02 | Home repair | Home & Garden | 2.44× | ||
| 03 | Home Interior Design | Home & Garden | 2.40× | ||
| 04 | Bedroom furniture | Home & Garden | 2.39× | ||
| 05 | Home construction | Home & Garden | 2.33× | ||
| 06 | Landscape design | Business & Career | 2.27× | ||
| 07 | Living room | Home & Garden | 2.20× | ||
| 08 | Lawn | Home & Garden | 2.09× | ||
| 09 | Renovation | Home & Garden | 2.01× | ||
| 10 | Bedroom | Home & Garden | 2.00× | ||
| 11 | Home Design | Home & Garden | 1.99× | ||
| 12 | Chair | Home & Garden | 1.98× | ||
| 13 | Modern architecture | Arts & Culture | 1.98× | ||
| 14 | Architecture & Design | Business & Career | 1.79× | ||
| 15 | Bed | Home & Garden | 1.71× | ||
| 16 | Bathroom | Home & Garden | 1.70× | ||
| 17 | Tecnomat | Shopping | 1.65× | ||
| 18 | IKEA | Home & Garden | 1.65× | ||
| 19 | Handicraft | Home & Garden | 1.57× | ||
| 20 | Home improvement | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.75× | |
| Quality Awareness | PREMIUM | 1.52× | |
| Design Affinity | PREMIUM | 1.52× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.67× | |
| Community Orientation | OPEN | 0.80× | |
| Risk Appetite | THRILL | 0.82× |
Decorative arts has an estimated audience of 8,815,261 people in Italy, concentrated in Lombardy and Lazio.
64.8% of Decorative arts fans are female, 35.2% are male, with an average age of 42.5 years.
Decorative arts fans show strongest brand affinity for Tecnomat (1.65×), IKEA (1.65×), and Home improvement (1.51×) over the country average.
Decorative arts fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Decorative arts itself, the audience over-indexes on IKEA (1.65×), Home improvement (1.51×), Living room (2.2×), and Bed (1.71×) 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 Decorative arts. 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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