A data profile of the people who buy, follow and care about Diary in Italy — modelled from more than twelve digital signal sources. Diary has an estimated audience of 8,211,490 people in Italy.
The average Diary fan in Italy is 43.3 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Message in a Bottle (film), Web 2.0, New media, with strongest over-indexing on Message in a Bottle (film) (2.69× the country average).
Demographically, the Diary audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Spirituality, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Diary fan in Italy is more female, around 43.3 years old, with strong Spirituality tendencies and a notable affinity for Message in a Bottle (film).
The key figures that characterise the Diary profile in Italy.
63.4% are female, 36.6% are male, average age 43.3.
| Metric | Value |
|---|---|
| Female | 63.4% |
| Male | 36.6% |
| Average age | 43.3 |
| Estimated audience size | 8,211,490 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 14% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Diary audience comes from Italy.
| Country | Share |
|---|---|
| United States | 19.4% |
| Italy | 6.8% |
| Japan | 6.0% |
Where the Diary audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1.5M | 1.18× | |
| 02 | Aosta Valley | ~20K | 1.10× | |
| 03 | Lazio | ~1M | 1.05× | |
| 04 | Tuscany | ~600K | 1.03× | |
| 05 | Basilicata | ~80K | 1.03× | |
| 06 | Campania | ~900K | 1.02× | |
| 07 | Sicilia | ~700K | 1.02× | |
| 08 | Trentino-Alto Adige/Südtirol | ~200K | 1.02× | |
| 09 | Molise | ~40K | 1.02× | |
| 10 | Emilia-Romagna | ~700K | 1.00× | |
| 11 | Veneto | ~600K | 0.98× | |
| 12 | Friuli-Venezia Giulia | ~200K | 0.98× | |
| 13 | Piedmont | ~600K | 0.97× | |
| 14 | Calabria | ~200K | 0.97× | |
| 15 | Umbria | ~100K | 0.95× | |
| 16 | Puglia | ~500K | 0.94× | |
| 17 | Abruzzo | ~200K | 0.94× | |
| 18 | Sardinia | ~200K | 0.93× | |
| 19 | Marche | ~200K | 0.93× | |
| 20 | Liguria | ~200K | 0.92× |
The strongest cross-interests of the Diary audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Web 2.0 | Technology & Electronics | 4.23× | ||
| 02 | Saffron | Food & Beverages | 3.38× | ||
| 03 | New media | Internet & Social Media | 3.34× | ||
| 04 | Frying pan | Home & Garden | 3.16× | ||
| 05 | Message in a Bottle (film) | Movies & TV | 2.69× | ||
| 06 | Culinary art | Arts & Culture | 2.52× | ||
| 07 | Yellow (Color) | Home & Garden | 2.47× | ||
| 08 | SuperEnalotto | Games | 2.05× | ||
| 09 | Coop | Food & Beverages | 1.91× | ||
| 10 | Genetics | Kids & Family | 1.90× | ||
| 11 | Girl | Kids & Family | 1.79× | ||
| 12 | Leggo | News | 1.78× | ||
| 13 | Door | Home & Garden | 1.75× | ||
| 14 | Childhood | Kids & Family | 1.69× | ||
| 15 | Il Mattino | News | 1.67× | ||
| 16 | Conad | Shopping | 1.61× | ||
| 17 | Confectionery | Food & Beverages | 1.61× | ||
| 18 | Hat | Fashion & Accessoires | 1.60× | ||
| 19 | Il Messaggero | News | 1.58× | ||
| 20 | Pastry | Food & Beverages | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.40× | |
| Tradition | CONSERVATISM | 1.23× | |
| Creativity | OPEN | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.67× | |
| Luxury Orientation | PREMIUM | 0.78× | |
| Early Adopter Mentality | POWER | 0.79× |
Diary has an estimated audience of 8,211,490 people in Italy, concentrated in Lombardy and Lazio.
63.4% of Diary fans are female, 36.6% are male, with an average age of 43.3 years.
Diary fans show strongest brand affinity for Message in a Bottle (film) (2.69×), Web 2.0 (4.23×), and New media (3.34×) over the country average.
Diary fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Diary itself, the audience over-indexes on Web 2.0 (4.23×), New media (3.34×), SuperEnalotto (2.05×), and Culinary art (2.52×) 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 Diary. 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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