Decorative arts Audience in Italy
Decorative arts has an estimated audience of 8,815,261 people in Italy. 64.8% are female, 35.2% are male, average age 42.5. Top regions: Campania, Lombardy, Lazio. Top brand affinities: Tecnomat, IKEA, Home improvement, Living room, Bed.
The average Decorative arts fan in Italy is 42.5 years old, more female, and lives primarily in Campania. The audience is concentrated in Campania, Lombardy, Lazio. 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, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Arts & Culture · Type: Topic · Subtype: Art movement
Demographics of Decorative arts fans
| Metric | Value |
|---|---|
| Female | 64.8% |
| Male | 35.2% |
| Average age | 42.5 |
| Estimated audience size | 8,815,261 |
Audience persona
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.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Campania | 706,449 | 0.71× |
| Lombardy | 671,309 | 0.43× |
| Lazio | 657,301 | 0.61× |
| Piedmont | 606,006 | 0.93× |
| Emilia-Romagna | 548,964 | 0.76× |
| Veneto | 511,203 | 0.73× |
| Tuscany | 472,921 | 0.81× |
| Puglia | 468,509 | 0.77× |
| Sicilia | 452,032 | 0.59× |
| Calabria | 404,690 | 1.5× |
| Marche | 341,900 | 1.56× |
| Liguria | 311,781 | 1.26× |
| Abruzzo | 270,822 | 1.39× |
| Basilicata | 241,037 | 2.99× |
| Sardinia | 212,452 | 0.86× |
| Trentino-Alto Adige/Südtirol | 194,429 | 1.17× |
| Friuli-Venezia Giulia | 146,894 | 0.88× |
| Umbria | 117,378 | 0.82× |
| Molise | 50,666 | 1.21× |
| Aosta Valley | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Tecnomat | 1.65× | Shopping |
| IKEA | 1.65× | Home & Garden |
| Home improvement | 1.51× | Home & Garden |
| Living room | 2.2× | Home & Garden |
| Bed | 1.71× | Home & Garden |
| Home repair | 2.44× | Home & Garden |
| Handicraft | 1.57× | Home & Garden |
| Chair | 1.98× | Home & Garden |
| Home construction | 2.33× | Home & Garden |
| Bathroom | 1.7× | Home & Garden |
| Bedroom | 2× | Home & Garden |
| Home Design | 1.99× | Home & Garden |
| Renovation | 2.01× | Home & Garden |
| Home Interior Design | 2.4× | Home & Garden |
| Urban horticulture | 2.65× | Home & Garden |
| Architecture & Design | 1.79× | Business & Career |
| Bedroom furniture | 2.39× | Home & Garden |
| Landscape design | 2.27× | Business & Career |
| Modern architecture | 1.98× | Arts & Culture |
| Lawn | 2.09× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.53 |
| Indulgence | JOY | 1.31 |
| Creativity | OPEN | 1.22 |
| Design Affinity | PREMIUM | 1.19 |
| Luxury Orientation | PREMIUM | 1.09 |
| Pet Ownership | JOY | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 7.3% |
| China | 5.6% |
See Decorative arts audiences in other countries
More Art movement audiences in Italy
- Contemporary art (11,822,569)
- Modern art (10,052,427)
- Culinary art (9,155,022)
- Illustration (7,744,731)
- Japanese art (4,596,123)
Frequently asked questions
How many fans does Decorative arts have in Italy?
Decorative arts has an estimated audience of 8,815,261 people in Italy, concentrated in Campania and Lombardy.
What is the gender split and age of Decorative arts fans?
64.8% of Decorative arts fans are female, 35.2% are male, with an average age of 42.5 years.
Which brands do Decorative arts fans like most?
Decorative arts fans show strongest brand affinity for Tecnomat (1.65×), IKEA (1.65×), and Home improvement (1.51×) over the country average.
Where do Decorative arts fans live in Italy?
Decorative arts fans in Italy are most concentrated in Campania (reach 706,449), Lombardy (reach 671,309), and Lazio (reach 657,301). These three regions account for the largest share of the active audience.
What other brands do Decorative arts fans also like?
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.
How to read this data
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.
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.