Gardening Audience in Italy
Gardening has an estimated audience of 12,249,262 people in Italy. 55.4% are female, 44.6% are male, average age 44.8. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Garden, IKEA, 3BMeteo, Leroy Merlin, Dwelling.
The average Gardening fan in Italy is 44.8 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Garden, IKEA, 3BMeteo, with strongest over-indexing on Garden (2.36× the country average). Demographically, the Gardening audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Extroversion, Community Orientation. 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
Demographics of Gardening fans
| Metric | Value |
|---|---|
| Female | 55.4% |
| Male | 44.6% |
| Average age | 44.8 |
| Estimated audience size | 12,249,262 |
Audience persona
The typical Gardening fan in Italy is more female, around 44.8 years old, with strong Extroversion tendencies and a notable affinity for Garden.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 2,464,503 | 1.14× |
| Lazio | 1,221,127 | 0.81× |
| Campania | 1,203,259 | 0.88× |
| Veneto | 1,129,564 | 1.17× |
| Sicilia | 901,710 | 0.85× |
| Tuscany | 895,002 | 1.1× |
| Emilia-Romagna | 872,993 | 0.87× |
| Piedmont | 862,262 | 0.95× |
| Puglia | 739,448 | 0.88× |
| Liguria | 287,049 | 0.84× |
| Marche | 247,326 | 0.81× |
| Sardinia | 244,499 | 0.71× |
| Calabria | 217,343 | 0.58× |
| Trentino-Alto Adige/Südtirol | 212,569 | 0.92× |
| Friuli-Venezia Giulia | 202,862 | 0.88× |
| Abruzzo | 187,004 | 0.69× |
| Umbria | 175,608 | 0.88× |
| Basilicata | 166,437 | 1.49× |
| Molise | 104,955 | 1.81× |
| Aosta Valley | 54,460 | 1.75× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Garden | 2.36× | Home & Garden |
| IKEA | 1.58× | Home & Garden |
| 3BMeteo | 1.63× | News |
| Leroy Merlin | 1.76× | Shopping |
| Dwelling | 1.51× | Home & Garden |
| Bedroom | 1.7× | Home & Garden |
| Living room | 1.53× | Home & Garden |
| Kindergarten | 1.64× | Kids & Family |
| Mattress | 1.55× | Home & Garden |
| Casa.it | 1.51× | Home & Garden |
| Ciutat Vella | 1.73× | Travel & Leisure |
| Linens | 1.76× | Home & Garden |
| Bricolage | 1.84× | Home & Garden |
| Ali | 1.64× | Politics & Society |
| Saffron | 1.83× | Food & Beverages |
| Obi (store) | 1.65× | Shopping |
| Couch | 1.58× | Home & Garden |
| Housing | 1.53× | Home & Garden |
| Sewing machine | 1.63× | Home & Garden |
| Wood flooring | 1.56× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Extroversion | THRILL | 1.24 |
| Community Orientation | OPEN | 1.13 |
| Patriotism | CONSERVATISM | 1.03 |
| Indulgence | JOY | 1 |
| Pet Ownership | JOY | 1 |
| Social Media Usage | JOY | 0.99 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.7% |
| United Kingdom | 5.5% |
| Japan | 5.4% |
See Gardening audiences in other countries
More Home & Garden audiences in Italy
- Shopping (40,184,269)
- Music (40,110,040)
- Food (39,361,997)
- Sports and outdoors (39,246,828)
- Arts and music (38,946,005)
Frequently asked questions
How many fans does Gardening have in Italy?
Gardening has an estimated audience of 12,249,262 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Gardening fans?
55.4% of Gardening fans are female, 44.6% are male, with an average age of 44.8 years.
Which brands do Gardening fans like most?
Gardening fans show strongest brand affinity for Garden (2.36×), IKEA (1.58×), and 3BMeteo (1.63×) over the country average.
Where do Gardening fans live in Italy?
Gardening fans in Italy are most concentrated in Lombardy (reach 2,464,503), Lazio (reach 1,221,127), and Campania (reach 1,203,259). These three regions account for the largest share of the active audience.
What other brands do Gardening fans also like?
Beyond Gardening itself, the audience over-indexes on IKEA (1.58×), 3BMeteo (1.63×), Leroy Merlin (1.76×), and Dwelling (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 Gardening. 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.