A data profile of the people who buy, follow and care about Home Appliances in Italy — modelled from more than twelve digital signal sources. Home Appliances has an estimated audience of 15,306,841 people in Italy.
The average Home Appliances fan in Italy is 46.0 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include IKEA, Garden, 3BMeteo, with strongest over-indexing on IKEA (1.8× the country average).
Demographically, the Home Appliances audience skews balanced with an average age of 46.0, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Home Appliances fan in Italy is balanced, around 46.0 years old, with strong DIY Mentality tendencies and a notable affinity for IKEA.
The key figures that characterise the Home Appliances profile in Italy.
54.6% are female, 45.4% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 54.6% |
| Male | 45.4% |
| Average age | 46.0 |
| Estimated audience size | 15,306,841 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 14% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Home Appliances audience comes from Italy.
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
Where the Home Appliances audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~3M | 1.19× | |
| 02 | Basilicata | ~200K | 1.18× | |
| 03 | Umbria | ~300K | 1.05× | |
| 04 | Friuli-Venezia Giulia | ~300K | 1.04× | |
| 05 | Trentino-Alto Adige/Südtirol | ~300K | 1.01× | |
| 06 | Veneto | ~1M | 1.00× | |
| 07 | Abruzzo | ~300K | 1.00× | |
| 08 | Marche | ~400K | 0.99× | |
| 09 | Piedmont | ~1M | 0.98× | |
| 10 | Sardinia | ~400K | 0.97× | |
| 11 | Liguria | ~400K | 0.97× | |
| 12 | Tuscany | ~900K | 0.94× | |
| 13 | Sicilia | ~1M | 0.93× | |
| 14 | Emilia-Romagna | ~1M | 0.93× | |
| 15 | Puglia | ~1M | 0.93× | |
| 16 | Lazio | ~1.5M | 0.91× | |
| 17 | Campania | ~1.5M | 0.91× |
The strongest cross-interests of the Home Appliances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Clothes dryer | Home & Garden | 3.23× | ||
| 02 | Kitchen stove | Home & Garden | 2.93× | ||
| 03 | Kitchenware | Home & Garden | 2.81× | ||
| 04 | Bedroom | Home & Garden | 2.37× | ||
| 05 | Household | Home & Garden | 2.19× | ||
| 06 | Leroy Merlin | Shopping | 2.07× | ||
| 07 | Floor | Home & Garden | 2.07× | ||
| 08 | IKEA | Home & Garden | 1.80× | ||
| 09 | Internal Revenue Service | Business & Career | 1.79× | ||
| 10 | Door | Home & Garden | 1.77× | ||
| 11 | 3BMeteo | News | 1.75× | ||
| 12 | Bathroom | Home & Garden | 1.75× | ||
| 13 | Borsa Italiana | Business & Career | 1.74× | ||
| 14 | Bed | Home & Garden | 1.74× | ||
| 15 | Lidl | Shopping | 1.64× | ||
| 16 | Electricity | Home & Garden | 1.60× | ||
| 17 | Conad | Shopping | 1.59× | ||
| 18 | SuperEnalotto | Games | 1.58× | ||
| 19 | Garden | Home & Garden | 1.53× | ||
| 20 | Kitchen | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.45× | |
| Quality Awareness | PREMIUM | 1.33× | |
| Need for Security | CONSERVATISM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.65× | |
| Early Adopter Mentality | POWER | 0.69× | |
| Extroversion | THRILL | 0.72× |
Home Appliances has an estimated audience of 15,306,841 people in Italy, concentrated in Lombardy and Lazio.
54.6% of Home Appliances fans are female, 45.4% are male, with an average age of 46.0 years.
Home Appliances fans show strongest brand affinity for IKEA (1.8×), Garden (1.53×), and 3BMeteo (1.75×) over the country average.
Home Appliances fans in Italy are most concentrated in Lombardy (reach ~3M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Home Appliances itself, the audience over-indexes on Garden (1.53×), 3BMeteo (1.75×), Kitchenware (2.81×), and Conad (1.59×) 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 Appliances. 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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