A data profile of the people who buy, follow and care about Do it yourself (DIY) in Italy — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 17,934,500 people in Italy.
The average Do it yourself (DIY) fan in Italy is 46.2 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Cuisine, Beverages, Clothing, with strongest over-indexing on Cuisine (1.92× the country average).
Demographically, the Do it yourself (DIY) audience skews balanced with an average age of 46.2, and over-indexes on personality traits such as Design Affinity, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in Italy is balanced, around 46.2 years old, with strong Design Affinity tendencies and a notable affinity for Cuisine.
The key figures that characterise the Do it yourself (DIY) profile in Italy.
52.3% are female, 47.7% are male, average age 46.2.
| Metric | Value |
|---|---|
| Female | 52.3% |
| Male | 47.7% |
| Average age | 46.2 |
| Estimated audience size | 17,934,500 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 13% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Do it yourself (DIY) audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Umbria | ~300K | 1.11× | |
| 02 | Emilia-Romagna | ~1.5M | 1.06× | |
| 03 | Piedmont | ~1.5M | 1.06× | |
| 04 | Veneto | ~1.5M | 1.01× | |
| 05 | Puglia | ~1M | 1.01× | |
| 06 | Lazio | ~2M | 1.00× | |
| 07 | Campania | ~2M | 1.00× | |
| 08 | Sicilia | ~1.5M | 1.00× | |
| 09 | Tuscany | ~1M | 1.00× | |
| 10 | Marche | ~400K | 1.00× | |
| 11 | Trentino-Alto Adige/Südtirol | ~300K | 1.00× | |
| 12 | Lombardy | ~3M | 0.99× | |
| 13 | Friuli-Venezia Giulia | 0.00× | ||
| 14 | Sardinia | 0.00× | ||
| 15 | Liguria | 0.00× | ||
| 16 | Calabria | 0.00× | ||
| 17 | Abruzzo | 0.00× | ||
| 18 | Aosta Valley | 0.00× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home décor products | Home & Garden | 3.31× | ||
| 02 | Lip gloss | Beauty & Wellness | 3.03× | ||
| 03 | Eye shadow | Beauty & Wellness | 2.86× | ||
| 04 | Cat food | Pets & Animals | 2.62× | ||
| 05 | Natural skin care | Beauty & Wellness | 2.37× | ||
| 06 | Sewing | Home & Garden | 2.32× | ||
| 07 | Home improvement | Home & Garden | 2.11× | ||
| 08 | Local food | Food & Beverages | 2.08× | ||
| 09 | Uomini e Donne | Movies & TV | 2.05× | ||
| 10 | Organic farming | Food & Beverages | 1.98× | ||
| 11 | Cuisine | Food & Beverages | 1.92× | ||
| 12 | Men's clothing | Fashion & Accessoires | 1.81× | ||
| 13 | TikTok | Internet & Social Media | 1.75× | ||
| 14 | Crafts | Home & Garden | 1.73× | ||
| 15 | Harry Potter | Movies & TV | 1.73× | ||
| 16 | Woman | Kids & Family | 1.68× | ||
| 17 | Beverages | Food & Beverages | 1.64× | ||
| 18 | Clothing | Fashion & Accessoires | 1.52× | ||
| 19 | Consumer electronics | Technology & Electronics | 1.51× | ||
| 20 | Pets | Pets & Animals | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.90× | |
| Pet Ownership | JOY | 1.69× | |
| Extroversion | THRILL | 1.69× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.70× | |
| Spirituality | BALANCE | 0.90× | |
| Patriotism | CONSERVATISM | 0.91× |
Do it yourself (DIY) has an estimated audience of 17,934,500 people in Italy, concentrated in Lombardy and Lazio.
52.3% of Do it yourself (DIY) fans are female, 47.7% are male, with an average age of 46.2 years.
Do it yourself (DIY) fans show strongest brand affinity for Cuisine (1.92×), Beverages (1.64×), and Clothing (1.52×) over the country average.
Do it yourself (DIY) fans in Italy are most concentrated in Lombardy (reach ~3M), Lazio (reach ~2M), and Campania (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Beverages (1.64×), Clothing (1.52×), Consumer electronics (1.51×), and Home improvement (2.11×) 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 Do it yourself (DIY). 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.