Do it yourself (DIY) Audience in Italy
Do it yourself (DIY) has an estimated audience of 17,934,500 people in Italy. 52.3% are female, 47.7% are male, average age 46.2. Top regions: Lombardy, Emilia-Romagna, Piedmont. Top brand affinities: Cuisine, Beverages, Clothing, Consumer electronics, Home improvement.
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, Emilia-Romagna, Piedmont. 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 DIY Mentality, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Do it yourself (DIY) fans
| Metric | Value |
|---|---|
| Female | 52.3% |
| Male | 47.7% |
| Average age | 46.2 |
| Estimated audience size | 17,934,500 |
Audience persona
The typical Do it yourself (DIY) fan in Italy is balanced, around 46.2 years old, with strong DIY Mentality tendencies and a notable affinity for Cuisine.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 2,976,869 | 0.94× |
| Emilia-Romagna | 2,816,591 | 1.92× |
| Piedmont | 2,665,077 | 2.01× |
| Lazio | 2,271,235 | 1.03× |
| Campania | 1,708,744 | 0.85× |
| Veneto | 1,648,649 | 1.16× |
| Puglia | 1,618,884 | 1.31× |
| Tuscany | 1,270,989 | 1.07× |
| Sicilia | 1,214,848 | 0.78× |
| Umbria | 714,825 | 4.88× |
| Marche | 393,800 | 0.88× |
| Trentino-Alto Adige/Südtirol | 391,900 | 1.15× |
| Sardinia | None× | |
| Friuli-Venezia Giulia | None× | |
| Liguria | None× | |
| Aosta Valley | None× | |
| Calabria | None× | |
| Abruzzo | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Cuisine | 1.92× | Food & Beverages |
| Beverages | 1.64× | Food & Beverages |
| Clothing | 1.52× | Fashion & Accessoires |
| Consumer electronics | 1.51× | Technology & Electronics |
| Home improvement | 2.11× | Home & Garden |
| Euphoria | 1.96× | Movies & TV |
| Pets | 1.51× | Pets & Animals |
| Woman | 1.68× | Kids & Family |
| TikTok | 1.75× | Internet & Social Media |
| Harry Potter | 1.73× | Movies & TV |
| Local food | 2.08× | Food & Beverages |
| Home décor products | 3.31× | Home & Garden |
| Crafts | 1.73× | Home & Garden |
| Men's clothing | 1.81× | Fashion & Accessoires |
| Uomini e Donne | 2.05× | Movies & TV |
| Lip gloss | 3.03× | Beauty & Wellness |
| Cat food | 2.62× | Pets & Animals |
| Sewing | 2.32× | Home & Garden |
| Eye shadow | 2.86× | Beauty & Wellness |
| Natural skin care | 2.37× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.89 |
| Community Orientation | OPEN | 1.25 |
| Creativity | OPEN | 1.11 |
| Extroversion | THRILL | 1.11 |
| Luxury Orientation | PREMIUM | 1.09 |
| Design Affinity | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
See Do it yourself (DIY) audiences in other countries
- Do it yourself (DIY) — Germany
- Do it yourself (DIY) — United States
- Do it yourself (DIY) — United Kingdom
- Do it yourself (DIY) — France
- Do it yourself (DIY) — Spain
- Do it yourself (DIY) — Brazil
- Do it yourself (DIY) — Japan
- Do it yourself (DIY) — South Korea
- Do it yourself (DIY) — India
- Do it yourself (DIY) — Canada
- Do it yourself (DIY) — Mexico
More Lifestyle cluster audiences in Italy
- Shopping (40,184,269)
- Food (39,361,997)
- Sports and outdoors (39,246,828)
- Arts and music (38,946,005)
- Movies (37,585,509)
Frequently asked questions
How many fans does Do it yourself (DIY) have in Italy?
Do it yourself (DIY) has an estimated audience of 17,934,500 people in Italy, concentrated in Lombardy and Emilia-Romagna.
What is the gender split and age of Do it yourself (DIY) fans?
52.3% of Do it yourself (DIY) fans are female, 47.7% are male, with an average age of 46.2 years.
Which brands do Do it yourself (DIY) fans like most?
Do it yourself (DIY) fans show strongest brand affinity for Cuisine (1.92×), Beverages (1.64×), and Clothing (1.52×) over the country average.
Where do Do it yourself (DIY) fans live in Italy?
Do it yourself (DIY) fans in Italy are most concentrated in Lombardy (reach 2,976,869), Emilia-Romagna (reach 2,816,591), and Piedmont (reach 2,665,077). These three regions account for the largest share of the active audience.
What other brands do Do it yourself (DIY) fans also like?
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.
How to read this data
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.
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.