A data profile of the people who buy, follow and care about Driving in Italy — modelled from more than twelve digital signal sources. Driving has an estimated audience of 4,349,969 people in Italy.
The average Driving fan in Italy is 39.6 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Veneto.
Top brand affinities include Car wash, Plug-in hybrid, Auto show, with strongest over-indexing on Car wash (12.97× the country average).
Demographically, the Driving audience skews more male with an average age of 39.6, and over-indexes on personality traits such as Urban Lifestyle, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Driving fan in Italy is more male, around 39.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for Car wash.
The key figures that characterise the Driving profile in Italy.
22.3% are female, 77.7% are male, average age 39.6.
| Metric | Value |
|---|---|
| Female | 22.3% |
| Male | 77.7% |
| Average age | 39.6 |
| Estimated audience size | 4,349,969 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Driving audience comes from Italy.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 5.3% |
| United Kingdom | 5.2% |
Where the Driving audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Veneto | ~500K | 1.47× | |
| 02 | Piedmont | ~400K | 1.37× | |
| 03 | Emilia-Romagna | ~500K | 1.35× | |
| 04 | Lombardy | ~900K | 1.23× | |
| 05 | Trentino-Alto Adige/Südtirol | ~100K | 1.20× | |
| 06 | Tuscany | ~300K | 1.19× | |
| 07 | Friuli-Venezia Giulia | ~90K | 1.09× | |
| 08 | Marche | ~100K | 1.07× | |
| 09 | Umbria | ~70K | 1.04× | |
| 10 | Lazio | ~500K | 1.03× | |
| 11 | Puglia | ~300K | 1.02× | |
| 12 | Liguria | ~100K | 0.97× | |
| 13 | Campania | ~500K | 0.94× | |
| 14 | Sicilia | ~300K | 0.90× | |
| 15 | Aosta Valley | ~9K | 0.83× | |
| 16 | Abruzzo | ~70K | 0.72× | |
| 17 | Calabria | ~100K | 0.71× | |
| 18 | Sardinia | ~80K | 0.67× | |
| 19 | Molise | ~10K | 0.65× | |
| 20 | Basilicata | ~20K | 0.58× |
The strongest cross-interests of the Driving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Car wash | Cars & Mobility | 12.97× | ||
| 02 | Plug-in hybrid | Cars & Mobility | 6.85× | ||
| 03 | Auto show | Cars & Mobility | 5.73× | ||
| 04 | Carcare | Cars & Mobility | 4.57× | ||
| 05 | BMW 3 Series | Cars & Mobility | 4.57× | ||
| 06 | Antique car | Cars & Mobility | 4.23× | ||
| 07 | Golf course | Sports | 3.66× | ||
| 08 | Master of Business Administration | Business & Career | 3.25× | ||
| 09 | Air conditioning | Technology & Electronics | 3.05× | ||
| 10 | Motorcycle helmet | Cars & Mobility | 2.99× | ||
| 11 | Motorcycle accessories | Cars & Mobility | 2.75× | ||
| 12 | Extreme sport | Sports | 2.74× | ||
| 13 | AutoScout24 | Cars & Mobility | 2.47× | ||
| 14 | Custom motorcycle | Cars & Mobility | 2.44× | ||
| 15 | Trenitalia | Cars & Mobility | 2.39× | ||
| 16 | Car dealership | Cars & Mobility | 2.34× | ||
| 17 | Used car | Cars & Mobility | 2.29× | ||
| 18 | Mobile game | Games | 1.74× | ||
| 19 | Subito.it | Shopping | 1.58× | ||
| 20 | Personal finance | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.80× | |
| Risk Appetite | THRILL | 1.76× | |
| Early Adopter Mentality | POWER | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.55× | |
| Tradition | CONSERVATISM | 0.63× | |
| Spirituality | BALANCE | 0.67× |
Driving has an estimated audience of 4,349,969 people in Italy, concentrated in Lombardy and Lazio.
22.3% of Driving fans are female, 77.7% are male, with an average age of 39.6 years.
Driving fans show strongest brand affinity for Car wash (12.97×), Plug-in hybrid (6.85×), and Auto show (5.73×) over the country average.
Driving fans in Italy are most concentrated in Lombardy (reach ~900K), Lazio (reach ~500K), and Veneto (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Driving itself, the audience over-indexes on Plug-in hybrid (6.85×), Auto show (5.73×), Trenitalia (2.39×), and AutoScout24 (2.47×) 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 Driving. 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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