A data profile of the people who buy, follow and care about EBay in Italy — modelled from more than twelve digital signal sources. EBay has an estimated audience of 16,633,206 people in Italy.
The average EBay fan in Italy is 44.8 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Subito.it, Internal Revenue Service, AliExpress, with strongest over-indexing on Subito.it (1.6× the country average).
Demographically, the EBay audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Need for Security, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical EBay fan in Italy is balanced, around 44.8 years old, with strong Need for Security tendencies and a notable affinity for Subito.it.
The key figures that characterise the EBay profile in Italy.
48.0% are female, 52.0% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 44.8 |
| Estimated audience size | 16,633,206 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 23% | |
| 40-49 | 27% | |
| 50+ | 29% |
of the worldwide EBay audience comes from Italy.
| Country | Share |
|---|---|
| United States | 31.7% |
| Germany | 7.5% |
| Italy | 7.0% |
Where the EBay audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sicilia | ~2M | 1.23× | |
| 02 | Sardinia | ~600K | 1.20× | |
| 03 | Calabria | ~600K | 1.16× | |
| 04 | Tuscany | ~1.5M | 1.14× | |
| 05 | Puglia | ~1.5M | 1.11× | |
| 06 | Lazio | ~2M | 1.09× | |
| 07 | Emilia-Romagna | ~1.5M | 1.09× | |
| 08 | Piedmont | ~1.5M | 1.07× | |
| 09 | Liguria | ~500K | 1.06× | |
| 10 | Marche | ~400K | 1.06× | |
| 11 | Abruzzo | ~400K | 1.03× | |
| 12 | Campania | ~2M | 1.00× | |
| 13 | Veneto | ~1.5M | 0.97× | |
| 14 | Umbria | ~300K | 0.97× | |
| 15 | Lombardy | ~3M | 0.96× | |
| 16 | Basilicata | ~100K | 0.94× | |
| 17 | Friuli-Venezia Giulia | ~300K | 0.93× | |
| 18 | Trentino-Alto Adige/Südtirol | ~200K | 0.79× | |
| 19 | Molise | ~60K | 0.76× | |
| 20 | Aosta Valley | ~20K | 0.46× |
The strongest cross-interests of the EBay audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Drill | Home & Garden | 2.72× | ||
| 02 | Wrench | Home & Garden | 2.72× | ||
| 03 | Comparison shopping website | Shopping | 2.05× | ||
| 04 | Door County, Wisconsin | Travel & Leisure | 1.78× | ||
| 05 | Smart TV | Technology & Electronics | 1.65× | ||
| 06 | Internal Revenue Service | Business & Career | 1.63× | ||
| 07 | Solar energy | Home & Garden | 1.63× | ||
| 08 | Mattress | Home & Garden | 1.63× | ||
| 09 | Citroën | Cars & Mobility | 1.61× | ||
| 10 | Subito.it | Shopping | 1.60× | ||
| 11 | Natural gas | Cars & Mobility | 1.60× | ||
| 12 | HVAC | Home & Garden | 1.60× | ||
| 13 | Automotive design | Business & Career | 1.59× | ||
| 14 | AliExpress | Shopping | 1.58× | ||
| 15 | Light-emitting diode | Technology & Electronics | 1.58× | ||
| 16 | Discounts and allowances | Shopping | 1.57× | ||
| 17 | Tire | Cars & Mobility | 1.56× | ||
| 18 | Škoda Auto | Cars & Mobility | 1.56× | ||
| 19 | Peugeot | Cars & Mobility | 1.54× | ||
| 20 | AutoScout24 | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.44× | |
| DIY Mentality | THRILL | 1.18× | |
| Price Sensitivity | PREMIUM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.68× | |
| Mindfulness | BALANCE | 0.71× | |
| Extroversion | THRILL | 0.71× |
EBay's target market in Italy covers an estimated 16,633,206 people, concentrated in Lombardy and Lazio.
48.0% of the EBay audience are female, 52.0% are male, with an average age of 44.8 years.
EBay fans show strongest brand affinity for Subito.it (1.6×), Internal Revenue Service (1.63×), and AliExpress (1.58×) over the country average.
EBay 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 EBay itself, the audience over-indexes on Internal Revenue Service (1.63×), AliExpress (1.58×), Discounts and allowances (1.57×), and AutoScout24 (1.51×) 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 EBay. 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.