Home and garden Audience in Italy
Home and garden has an estimated audience of 29,987,668 people in Italy. 55.9% are female, 44.1% are male, average age 40.8. Top regions: Lombardy, Lazio, Veneto. Top brand affinities: Leggo, ANSA.it, Lercio, Irama, Nelson Mandela.
The average Home and garden fan in Italy is 40.8 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Veneto. Top brand affinities include Leggo, ANSA.it, Lercio, with strongest over-indexing on Leggo (107.07× the country average). Demographically, the Home and garden audience skews more female with an average age of 40.8, and over-indexes on personality traits such as Indulgence, DIY Mentality. 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 Home and garden fans
| Metric | Value |
|---|---|
| Female | 55.9% |
| Male | 44.1% |
| Average age | 40.8 |
| Estimated audience size | 29,987,668 |
Audience persona
The typical Home and garden fan in Italy is more female, around 40.8 years old, with strong Indulgence tendencies and a notable affinity for Leggo.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 3,736,614 | 0.71× |
| Lazio | 1,578,514 | 0.43× |
| Veneto | 1,336,784 | 0.56× |
| Emilia-Romagna | 1,230,452 | 0.5× |
| Tuscany | 1,099,268 | 0.55× |
| Piedmont | 987,859 | 0.45× |
| Puglia | 850,097 | 0.41× |
| Sicilia | 844,322 | 0.32× |
| Campania | 738,939 | 0.22× |
| Calabria | 604,717 | 0.66× |
| Umbria | 570,030 | 1.17× |
| Trentino-Alto Adige/Südtirol | 508,426 | 0.9× |
| Liguria | 504,709 | 0.6× |
| Abruzzo | 485,617 | 0.74× |
| Marche | 477,717 | 0.64× |
| Sardinia | 476,192 | 0.57× |
| Friuli-Venezia Giulia | 438,999 | 0.78× |
| Basilicata | 402,638 | 1.97× |
| Molise | 209,138 | 3.19× |
| Aosta Valley | 112,275 | 4.63× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Leggo | 107.07× | News |
| ANSA.it | 73.81× | News |
| Lercio | 90.33× | News |
| Irama | 74.46× | Music & Radio |
| Nelson Mandela | 81.75× | Politics & Society |
| Gay bar | 76.67× | Politics & Society |
| Valpolicella | 76.11× | Travel & Leisure |
| Mascarpone | 78.89× | Food & Beverages |
| Risotto | 35.64× | Food & Beverages |
| Gnocchi | 41.55× | Food & Beverages |
| Orecchiette | 76.49× | Food & Beverages |
| Negroni | 109.78× | Food & Beverages |
| UNHCR | 115.42× | Politics & Society |
| Bruschetta | 40.17× | Food & Beverages |
| Vigili del Fuoco | 40.41× | Politics & Society |
| Penny Black | 30.06× | Fashion & Accessoires |
| Notizie.it | 96.74× | News |
| Ferrari F40 | 51.52× | Cars & Mobility |
| Tortellini | 36.5× | Food & Beverages |
| Barolo | 37.68× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.22 |
| DIY Mentality | THRILL | 1.05 |
| Price Sensitivity | PREMIUM | 0.99 |
| Luxury Orientation | PREMIUM | 0.97 |
| Patriotism | CONSERVATISM | 0.95 |
| Pet Ownership | JOY | 0.94 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
See Home and garden 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 Home and garden have in Italy?
Home and garden has an estimated audience of 29,987,668 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Home and garden fans?
55.9% of Home and garden fans are female, 44.1% are male, with an average age of 40.8 years.
Which brands do Home and garden fans like most?
Home and garden fans show strongest brand affinity for Leggo (107.07×), ANSA.it (73.81×), and Lercio (90.33×) over the country average.
Where do Home and garden fans live in Italy?
Home and garden fans in Italy are most concentrated in Lombardy (reach 3,736,614), Lazio (reach 1,578,514), and Veneto (reach 1,336,784). These three regions account for the largest share of the active audience.
What other brands do Home and garden fans also like?
Beyond Home and garden itself, the audience over-indexes on ANSA.it (73.81×), Lercio (90.33×), Irama (74.46×), and Nelson Mandela (81.75×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for Home and garden. 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.