A data profile of the people who buy, follow and care about Google Maps in Italy — modelled from more than twelve digital signal sources. Google Maps has an estimated audience of 13,203,412 people in Italy.
The average Google Maps fan in Italy is 43.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Veneto.
Top brand affinities include Global Television Network, GeoGuessr, Antalya, with strongest over-indexing on Global Television Network (5.12× the country average).
Demographically, the Google Maps audience skews balanced with an average age of 43.6, and over-indexes on personality traits such as Price Sensitivity, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Google Maps fan in Italy is balanced, around 43.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Global Television Network.
The key figures that characterise the Google Maps profile in Italy.
46.7% are female, 53.3% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 46.7% |
| Male | 53.3% |
| Average age | 43.6 |
| Estimated audience size | 13,203,412 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 14% | |
| 30-39 | 23% | |
| 40-49 | 21% | |
| 50+ | 31% |
of the worldwide Google Maps audience comes from Italy.
| Country | Share |
|---|---|
| China | 16.3% |
| United States | 10.5% |
| Japan | 2.9% |
Where the Google Maps audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~400K | 1.59× | |
| 02 | Veneto | ~1.5M | 1.38× | |
| 03 | Lombardy | ~3M | 1.22× | |
| 04 | Tuscany | ~1M | 1.21× | |
| 05 | Emilia-Romagna | ~1.5M | 1.17× | |
| 06 | Friuli-Venezia Giulia | ~300K | 1.17× | |
| 07 | Lazio | ~2M | 1.14× | |
| 08 | Piedmont | ~1M | 1.07× | |
| 09 | Marche | ~300K | 1.04× | |
| 10 | Liguria | ~400K | 1.00× | |
| 11 | Campania | ~1.5M | 0.95× | |
| 12 | Puglia | ~800K | 0.93× | |
| 13 | Umbria | ~200K | 0.93× | |
| 14 | Sicilia | ~1M | 0.89× | |
| 15 | Abruzzo | ~200K | 0.85× | |
| 16 | Sardinia | ~300K | 0.77× | |
| 17 | Calabria | ~300K | 0.76× | |
| 18 | Basilicata | ~80K | 0.69× | |
| 19 | Aosta Valley | ~20K | 0.66× | |
| 20 | Molise | ~40K | 0.59× |
The strongest cross-interests of the Google Maps audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | FIFA World Cup qualification | Sports | 16.50× | ||
| 02 | UniFi | Technology & Electronics | 14.66× | ||
| 03 | Camila Cabello | Music & Radio | 14.45× | ||
| 04 | Top Channel | Movies & TV | 14.39× | ||
| 05 | Alanya | Travel & Leisure | 10.27× | ||
| 06 | İzmir | Travel & Leisure | 8.95× | ||
| 07 | GeoGuessr | Internet & Social Media | 8.21× | ||
| 08 | Antalya | Travel & Leisure | 8.18× | ||
| 09 | FedEx | Business & Career | 7.42× | ||
| 10 | Abuja | Travel & Leisure | 7.26× | ||
| 11 | Google Earth | Internet & Social Media | 6.93× | ||
| 12 | Tirana | Travel & Leisure | 5.57× | ||
| 13 | Global Television Network | Movies & TV | 5.12× | ||
| 14 | Google Chrome | Internet & Social Media | 4.85× | ||
| 15 | FIFA World Cup 2026 | Sports | 4.12× | ||
| 16 | Google Flights | Travel & Leisure | 4.02× | ||
| 17 | Dua Lipa | Music & Radio | 3.64× | ||
| 18 | OpenAI | Technology & Electronics | 3.12× | ||
| 19 | Gemini | Technology & Electronics | 2.41× | ||
| 20 | Airbnb | Travel & Leisure | 1.98× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.16× | |
| Need for Security | CONSERVATISM | 1.15× | |
| Luxury Orientation | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.89× | |
| Individualism | JOY | 0.93× | |
| Risk Appetite | THRILL | 0.96× |
Google Maps has an estimated audience of 13,203,412 people in Italy, concentrated in Lombardy and Lazio.
46.7% of Google Maps fans are female, 53.3% are male, with an average age of 43.6 years.
Google Maps fans show strongest brand affinity for Global Television Network (5.12×), GeoGuessr (8.21×), and Antalya (8.18×) over the country average.
Google Maps fans in Italy are most concentrated in Lombardy (reach ~3M), Lazio (reach ~2M), and Veneto (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Google Maps itself, the audience over-indexes on GeoGuessr (8.21×), Antalya (8.18×), FedEx (7.42×), and FIFA World Cup 2026 (4.12×) 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 Google Maps. 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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