Rascasse Audience Intelligence

Facebook Audience in Italy

A data profile of the people who buy, follow and care about Facebook in Italy — modelled from more than twelve digital signal sources. Facebook has an estimated audience of 13,869,842 people in Italy.

#6among Social media in Italy#21among Website / Newspaper / Magazine in Italy#9in Internet & Social Media

The average Facebook fan in Italy is 42.8 years old, balanced, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Campania, Lazio.

Demographically, the Facebook audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Creativity, Price Sensitivity.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Facebook profile in Italy.

Audience size
13.9M
in Italy
Gender
51.1%♀
48.9% male
Age
42.8
average years
Country rank
#285
Website / Newspaper / Magazine in Italy
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Facebook

51.1% are female, 48.9% are male, average age 42.8.

Fig. 02

Gender split

51.1%
Female
48.9%
Male
Demographic split for Facebook audience in Italy
MetricValue
Female51.1%
Male48.9%
Average age42.8
Estimated audience size13,869,842
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Facebook audience in Italy
Age bracketShare%
16-1913%
20-2916%
30-3921%
40-4922%
50+28%
Fig. 04

Worldwide distribution

1.9%

of the worldwide Facebook audience comes from Italy.

Worldwide audience distribution share by country for Facebook
CountryShare
United States9.3%
China3.4%
Japan2.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Facebook audience in Italy is strongest.

Fig. 05

Top regions by affinity

Facebook fans by region: top regions in Italy
#RegionReachAffinity×
01Sardinia~500K1.25×
02Calabria~500K1.23×
03Puglia~1M1.19×
04Sicilia~1.5M1.17×
05Campania~2M1.13×
06Abruzzo~300K1.11×
07Marche~400K1.04×
08Basilicata~100K1.04×
09Liguria~400K1.00×
10Friuli-Venezia Giulia~300K1.00×
11Lazio~1.5M0.99×
12Tuscany~900K0.98×
13Emilia-Romagna~1M0.95×
14Piedmont~1M0.95×
15Umbria~200K0.95×
16Veneto~1M0.93×
17Molise~60K0.88×
18Lombardy~2M0.86×
19Trentino-Alto Adige/Südtirol~200K0.83×
20Aosta Valley~20K0.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Facebook audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Facebook audience · What stands out
TraitClusterDeviationScore
CreativityOPEN0.91×
Price SensitivityPREMIUM0.89×
Pet OwnershipJOY0.86×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Facebook audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.65×
PatriotismCONSERVATISM0.65×
Convenience OrientationPREMIUM0.68×
0×1.00× baseline2×
Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Social media audiences in Italy

See Facebook audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for Facebook. 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.

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