A data profile of the people who buy, follow and care about Digital wallet in Italy — modelled from more than twelve digital signal sources. Digital wallet has an estimated audience of 4,566,491 people in Italy.
The average Digital wallet fan in Italy is 46.5 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Mobile banking, Mobile payment, TechCrunch, with strongest over-indexing on Mobile banking (25.56× the country average).
Demographically, the Digital wallet audience skews balanced with an average age of 46.5, and over-indexes on personality traits such as Early Adopter Mentality, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Digital wallet fan in Italy is balanced, around 46.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Mobile banking.
The key figures that characterise the Digital wallet profile in Italy.
49.8% are female, 50.2% are male, average age 46.5.
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 46.5 |
| Estimated audience size | 4,566,491 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 12% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 39% |
of the worldwide Digital wallet audience comes from Italy.
| Country | Share |
|---|---|
| United States | 10.5% |
| India | 7.3% |
| Italy | 7.0% |
Where the Digital wallet audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aosta Valley | ~10K | 1.17× | |
| 02 | Molise | ~20K | 1.11× | |
| 03 | Lombardy | ~900K | 1.06× | |
| 04 | Basilicata | ~40K | 1.02× | |
| 05 | Friuli-Venezia Giulia | ~90K | 1.01× | |
| 06 | Lazio | ~600K | 1.00× | |
| 07 | Trentino-Alto Adige/Südtirol | ~80K | 0.97× | |
| 08 | Marche | ~100K | 0.96× | |
| 09 | Umbria | ~70K | 0.96× | |
| 10 | Emilia-Romagna | ~400K | 0.95× | |
| 11 | Veneto | ~300K | 0.95× | |
| 12 | Piedmont | ~300K | 0.95× | |
| 13 | Liguria | ~100K | 0.95× | |
| 14 | Abruzzo | ~100K | 0.95× | |
| 15 | Calabria | ~100K | 0.94× | |
| 16 | Sardinia | ~100K | 0.94× | |
| 17 | Puglia | ~300K | 0.93× | |
| 18 | Tuscany | ~300K | 0.93× | |
| 19 | Campania | ~500K | 0.90× | |
| 20 | Sicilia | ~400K | 0.90× |
The strongest cross-interests of the Digital wallet audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mobile banking | Business & Career | 25.56× | ||
| 02 | The Wall Street Journal | News | 19.25× | ||
| 03 | Contactless payment | Business & Career | 15.01× | ||
| 04 | TechCrunch | Technology & Electronics | 13.75× | ||
| 05 | Cryptocurrency | Technology & Electronics | 8.59× | ||
| 06 | Mobile payment | Business & Career | 8.29× | ||
| 07 | Internet of Things | Business & Career | 6.27× | ||
| 08 | Credit cards | Business & Career | 4.30× | ||
| 09 | Cultural heritage | Politics & Society | 3.84× | ||
| 10 | Household goods | Home & Garden | 3.65× | ||
| 11 | Barcelona | Travel & Leisure | 3.24× | ||
| 12 | Cleanliness | Home & Garden | 2.84× | ||
| 13 | Fairy tale | Literature | 2.04× | ||
| 14 | Personal finance | Business & Career | 2.02× | ||
| 15 | Wikipedia | Internet & Social Media | 1.89× | ||
| 16 | Innovation | Business & Career | 1.72× | ||
| 17 | Modern art | Arts & Culture | 1.71× | ||
| 18 | Financial services | Business & Career | 1.68× | ||
| 19 | Banking | Business & Career | 1.63× | ||
| 20 | Singer-songwriter | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 3.27× | |
| Risk Appetite | THRILL | 2.09× | |
| Indulgence | JOY | 1.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.80× | |
| Tradition | CONSERVATISM | 0.82× | |
| Spirituality | BALANCE | 0.84× |
Digital wallet has an estimated audience of 4,566,491 people in Italy, concentrated in Lombardy and Lazio.
49.8% of Digital wallet fans are female, 50.2% are male, with an average age of 46.5 years.
Digital wallet fans show strongest brand affinity for Mobile banking (25.56×), Mobile payment (8.29×), and TechCrunch (13.75×) over the country average.
Digital wallet fans in Italy are most concentrated in Lombardy (reach ~900K), Lazio (reach ~600K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Digital wallet itself, the audience over-indexes on Mobile payment (8.29×), TechCrunch (13.75×), The Wall Street Journal (19.25×), and Credit cards (4.3×) 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 Digital wallet. 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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