A data profile of the people who buy, follow and care about Home and garden in Italy — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 29,987,668 people in Italy.
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, Campania, Lazio.
Top brand affinities include Robert Redford, DAZN, Ethanol, with strongest over-indexing on Robert Redford (1.56× 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 DIY Mentality, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Home and garden fan in Italy is more female, around 40.8 years old, with strong DIY Mentality tendencies and a notable affinity for Robert Redford.
The key figures that characterise the Home and garden profile in Italy.
55.9% are female, 44.1% are male, average age 40.8.
| Metric | Value |
|---|---|
| Female | 55.9% |
| Male | 44.1% |
| Average age | 40.8 |
| Estimated audience size | 29,987,668 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 22% |
of the worldwide Home and garden audience comes from Italy.
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
Where the Home and garden audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aosta Valley | ~100K | 1.39× | |
| 02 | Molise | ~200K | 1.24× | |
| 03 | Basilicata | ~300K | 1.10× | |
| 04 | Umbria | ~500K | 1.02× | |
| 05 | Trentino-Alto Adige/Südtirol | ~600K | 0.99× | |
| 06 | Friuli-Venezia Giulia | ~600K | 0.98× | |
| 07 | Abruzzo | ~600K | 0.97× | |
| 08 | Calabria | ~900K | 0.96× | |
| 09 | Marche | ~700K | 0.96× | |
| 10 | Liguria | ~800K | 0.95× | |
| 11 | Sardinia | ~800K | 0.95× | |
| 12 | Sicilia | ~2.5M | 0.91× | |
| 13 | Puglia | ~2M | 0.91× | |
| 14 | Campania | ~3M | 0.90× | |
| 15 | Tuscany | ~2M | 0.90× | |
| 16 | Veneto | ~2M | 0.89× | |
| 17 | Piedmont | ~2M | 0.89× | |
| 18 | Emilia-Romagna | ~2M | 0.88× | |
| 19 | Lombardy | ~4.5M | 0.83× | |
| 20 | Lazio | ~3M | 0.82× |
The strongest cross-interests of the Home and garden audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Crystal healing | Health | 2.02× | ||
| 02 | Oncology | Health | 1.96× | ||
| 03 | Charm bracelet | Fashion & Accessoires | 1.90× | ||
| 04 | Ethanol | Health | 1.88× | ||
| 05 | Personal protective equipment | Cars & Mobility | 1.84× | ||
| 06 | Robert Redford | Movies & TV | 1.56× | ||
| 07 | DAZN | Movies & TV | 1.56× | ||
| 08 | Brazil national football team | Sports | 1.56× | ||
| 09 | Lindsey Vonn | Sports | 1.56× | ||
| 10 | Tram | Cars & Mobility | 1.56× | ||
| 11 | Bellagio (resort) | Travel & Leisure | 1.56× | ||
| 12 | Bud Spencer | Movies & TV | 1.56× | ||
| 13 | Liam Neeson | Movies & TV | 1.56× | ||
| 14 | Winona Ryder | Movies & TV | 1.56× | ||
| 15 | Flightradar24 | Travel & Leisure | 1.56× | ||
| 16 | Mitsubishi | Cars & Mobility | 1.56× | ||
| 17 | Esso | Cars & Mobility | 1.55× | ||
| 18 | Zoe Saldana | Movies & TV | 1.55× | ||
| 19 | DAX | Business & Career | 1.52× | ||
| 20 | Solitaire | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.26× | |
| Indulgence | JOY | 1.23× | |
| Career Orientation | POWER | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.90× | |
| Patriotism | CONSERVATISM | 0.91× | |
| Quality Awareness | PREMIUM | 0.91× |
Home and garden has an estimated audience of 29,987,668 people in Italy, concentrated in Lombardy and Campania.
55.9% of Home and garden fans are female, 44.1% are male, with an average age of 40.8 years.
Home and garden fans show strongest brand affinity for Robert Redford (1.56×), DAZN (1.56×), and Ethanol (1.88×) over the country average.
Home and garden fans in Italy are most concentrated in Lombardy (reach ~4.5M), Campania (reach ~3M), and Lazio (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Home and garden itself, the audience over-indexes on DAZN (1.56×), Ethanol (1.88×), Brazil national football team (1.56×), and Charm bracelet (1.9×) 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 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.
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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