Furniture Audience in Italy
Furniture has an estimated audience of 23,699,085 people in Italy. 58.5% are female, 41.5% are male, average age 45.1. Top regions: Lombardy, Campania, Lazio. Top brand affinities: IKEA, Bedroom, Living room, Leroy Merlin, Mattress.
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 Indulgence, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Furniture fans
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 45.1 |
| Estimated audience size | 23,699,085 |
Audience persona
The typical Furniture fan in Italy is more female, around 45.1 years old, with strong Indulgence tendencies and a notable affinity for IKEA.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 5,902,882 | 1.42× |
| Campania | 3,290,188 | 1.24× |
| Lazio | 2,816,383 | 0.97× |
| Veneto | 2,742,746 | 1.46× |
| Tuscany | 1,892,572 | 1.2× |
| Emilia-Romagna | 1,834,642 | 0.95× |
| Sicilia | 1,796,500 | 0.87× |
| Piedmont | 1,621,589 | 0.92× |
| Puglia | 1,329,990 | 0.81× |
| Marche | 770,395 | 1.3× |
| Friuli-Venezia Giulia | 705,422 | 1.58× |
| Liguria | 593,738 | 0.89× |
| Calabria | 477,479 | 0.66× |
| Trentino-Alto Adige/Südtirol | 476,909 | 1.06× |
| Sardinia | 448,558 | 0.67× |
| Umbria | 408,180 | 1.06× |
| Abruzzo | 343,077 | 0.66× |
| Basilicata | 149,679 | 0.69× |
| Molise | 75,510 | 0.67× |
| Aosta Valley | 53,875 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| IKEA | 1.51× | Home & Garden |
| Bedroom | 1.76× | Home & Garden |
| Living room | 1.63× | Home & Garden |
| Leroy Merlin | 1.55× | Shopping |
| Mattress | 1.51× | Home & Garden |
| Linens | 1.61× | Home & Garden |
| Bedding | 1.53× | Home & Garden |
| Clothes dryer | 1.7× | Home & Garden |
| Housekeeping | 1.63× | Travel & Leisure |
| Pillow | 1.53× | Home & Garden |
| Bridal registry | 1.57× | Kids & Family |
| Dishwasher | 1.64× | Home & Garden |
| Ready-to-assemble furniture | 1.61× | Home & Garden |
| SKLUM | 1.72× | Home & Garden |
| Bed sheet | 1.75× | Home & Garden |
| Infant bodysuit | 1.71× | Kids & Family |
| First Communion | 1.81× | Kids & Family |
| Bonprix | 1.85× | Shopping |
| Infant bed | 1.74× | Home & Garden |
| Fiorella Rubino | 1.51× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.28 |
| Design Affinity | PREMIUM | 1.16 |
| Luxury Orientation | PREMIUM | 1.09 |
| Price Sensitivity | PREMIUM | 1 |
| Quality Awareness | PREMIUM | 1 |
| Pet Ownership | JOY | 0.99 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
See Furniture audiences in other countries
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 Furniture have in Italy?
Furniture has an estimated audience of 23,699,085 people in Italy, concentrated in Lombardy and Campania.
What is the gender split and age of Furniture fans?
58.5% of Furniture fans are female, 41.5% are male, with an average age of 45.1 years.
Which brands do Furniture fans like most?
Furniture fans show strongest brand affinity for IKEA (1.51×), Bedroom (1.76×), and Living room (1.63×) over the country average.
Where do Furniture fans live in Italy?
Furniture fans in Italy are most concentrated in Lombardy (reach 5,902,882), Campania (reach 3,290,188), and Lazio (reach 2,816,383). These three regions account for the largest share of the active audience.
What other brands do Furniture fans also like?
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.
How to read this data
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.
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.