A data profile of the people who buy, follow and care about Furniture in Italy — modelled from more than twelve digital signal sources. Furniture has an estimated audience of 23,699,085 people in Italy.
The average Furniture fan in Italy is 45.1 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include IKEA, Bedroom, Living room, with strongest over-indexing on IKEA (1.51× the country average).
Demographically, the Furniture audience skews more female with an average age of 45.1, and over-indexes on personality traits such as DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Furniture fan in Italy is more female, around 45.1 years old, with strong DIY Mentality tendencies and a notable affinity for IKEA.
The key figures that characterise the Furniture profile in Italy.
58.5% are female, 41.5% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 45.1 |
| Estimated audience size | 23,699,085 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Furniture audience comes from Italy.
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
Where the Furniture audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~6M | 1.39× | |
| 02 | Veneto | ~2.5M | 1.38× | |
| 03 | Friuli-Venezia Giulia | ~600K | 1.31× | |
| 04 | Campania | ~3M | 1.19× | |
| 05 | Marche | ~700K | 1.17× | |
| 06 | Tuscany | ~2M | 1.15× | |
| 07 | Trentino-Alto Adige/Südtirol | ~500K | 1.03× | |
| 08 | Umbria | ~400K | 1.02× | |
| 09 | Aosta Valley | ~60K | 0.99× | |
| 10 | Lazio | ~3M | 0.98× | |
| 11 | Emilia-Romagna | ~2M | 0.96× | |
| 12 | Molise | ~100K | 0.96× | |
| 13 | Piedmont | ~1.5M | 0.95× | |
| 14 | Liguria | ~600K | 0.95× | |
| 15 | Basilicata | ~200K | 0.95× | |
| 16 | Sicilia | ~2M | 0.92× | |
| 17 | Puglia | ~1.5M | 0.89× | |
| 18 | Calabria | ~600K | 0.88× | |
| 19 | Abruzzo | ~500K | 0.88× | |
| 20 | Sardinia | ~600K | 0.87× |
The strongest cross-interests of the Furniture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bonprix | Shopping | 1.85× | ||
| 02 | First Communion | Kids & Family | 1.81× | ||
| 03 | Bedroom | Home & Garden | 1.76× | ||
| 04 | Bed sheet | Home & Garden | 1.75× | ||
| 05 | Infant bed | Home & Garden | 1.74× | ||
| 06 | SKLUM | Home & Garden | 1.72× | ||
| 07 | Infant bodysuit | Kids & Family | 1.71× | ||
| 08 | Clothes dryer | Home & Garden | 1.70× | ||
| 09 | Dishwasher | Home & Garden | 1.64× | ||
| 10 | Living room | Home & Garden | 1.63× | ||
| 11 | Housekeeping | Travel & Leisure | 1.63× | ||
| 12 | Linens | Home & Garden | 1.61× | ||
| 13 | Ready-to-assemble furniture | Home & Garden | 1.61× | ||
| 14 | Bridal registry | Kids & Family | 1.57× | ||
| 15 | Leroy Merlin | Shopping | 1.55× | ||
| 16 | Bedding | Home & Garden | 1.53× | ||
| 17 | Pillow | Home & Garden | 1.53× | ||
| 18 | IKEA | Home & Garden | 1.51× | ||
| 19 | Mattress | Home & Garden | 1.51× | ||
| 20 | Fiorella Rubino | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.98× | |
| Creativity | OPEN | 0.96× | |
| Need for Security | CONSERVATISM | 0.94× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.58× | |
| Individualism | JOY | 0.60× | |
| Patriotism | CONSERVATISM | 0.62× |
Furniture has an estimated audience of 23,699,085 people in Italy, concentrated in Lombardy and Campania.
58.5% of Furniture fans are female, 41.5% are male, with an average age of 45.1 years.
Furniture fans show strongest brand affinity for IKEA (1.51×), Bedroom (1.76×), and Living room (1.63×) over the country average.
Furniture fans in Italy are most concentrated in Lombardy (reach ~6M), Campania (reach ~3M), and Lazio (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Furniture itself, the audience over-indexes on Bedroom (1.76×), Living room (1.63×), Leroy Merlin (1.55×), and Mattress (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 Furniture. 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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