A data profile of the people who buy, follow and care about Home automation in Italy — modelled from more than twelve digital signal sources. Home automation has an estimated audience of 4,438,284 people in Italy.
The average Home automation fan in Italy is 47.0 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Efficient energy use, Sustainable energy, Solar panel, with strongest over-indexing on Efficient energy use (6.35× the country average).
Demographically, the Home automation audience skews more male with an average age of 47.0, and over-indexes on personality traits such as DIY Mentality, 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 Home automation fan in Italy is more male, around 47.0 years old, with strong DIY Mentality tendencies and a notable affinity for Efficient energy use.
The key figures that characterise the Home automation profile in Italy.
44.2% are female, 55.8% are male, average age 47.0.
| Metric | Value |
|---|---|
| Female | 44.2% |
| Male | 55.8% |
| Average age | 47.0 |
| Estimated audience size | 4,438,284 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 11% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 39% |
of the worldwide Home automation audience comes from Italy.
| Country | Share |
|---|---|
| United States | 24.4% |
| Italy | 6.8% |
| United Kingdom | 6.2% |
Where the Home automation audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~900K | 1.11× | |
| 02 | Molise | ~20K | 1.09× | |
| 03 | Aosta Valley | ~10K | 1.05× | |
| 04 | Basilicata | ~40K | 1.04× | |
| 05 | Veneto | ~400K | 1.02× | |
| 06 | Trentino-Alto Adige/Südtirol | ~80K | 1.01× | |
| 07 | Umbria | ~70K | 1.01× | |
| 08 | Friuli-Venezia Giulia | ~80K | 1.00× | |
| 09 | Emilia-Romagna | ~400K | 0.97× | |
| 10 | Calabria | ~100K | 0.97× | |
| 11 | Marche | ~100K | 0.97× | |
| 12 | Abruzzo | ~100K | 0.97× | |
| 13 | Piedmont | ~300K | 0.96× | |
| 14 | Sardinia | ~100K | 0.96× | |
| 15 | Liguria | ~100K | 0.96× | |
| 16 | Tuscany | ~300K | 0.95× | |
| 17 | Sicilia | ~400K | 0.94× | |
| 18 | Puglia | ~300K | 0.93× | |
| 19 | Campania | ~500K | 0.91× | |
| 20 | Lazio | ~500K | 0.87× |
The strongest cross-interests of the Home automation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Roborock | Home & Garden | 15.55× | ||
| 02 | Home computer | Technology & Electronics | 11.07× | ||
| 03 | Efficient energy use | Technology & Electronics | 6.35× | ||
| 04 | Solar panel | Home & Garden | 6.25× | ||
| 05 | Photovoltaics | Home & Garden | 5.77× | ||
| 06 | Heat pump | Home & Garden | 5.56× | ||
| 07 | Energy conservation | Home & Garden | 4.99× | ||
| 08 | Flooring | Home & Garden | 4.51× | ||
| 09 | Sustainable energy | Home & Garden | 4.50× | ||
| 10 | Obi (store) | Shopping | 4.27× | ||
| 11 | Floor | Home & Garden | 3.69× | ||
| 12 | Renewable energy | Business & Career | 3.43× | ||
| 13 | Living room | Home & Garden | 3.24× | ||
| 14 | Saving | Business & Career | 3.11× | ||
| 15 | Bedroom | Home & Garden | 2.88× | ||
| 16 | Finance | Business & Career | 2.55× | ||
| 17 | Home Appliances | Home & Garden | 2.36× | ||
| 18 | IKEA | Home & Garden | 1.89× | ||
| 19 | Mediterranean Sea | Travel & Leisure | 1.59× | ||
| 20 | Automobiles | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.87× | |
| Need for Security | CONSERVATISM | 1.84× | |
| Quality Awareness | PREMIUM | 1.65× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.62× | |
| Risk Appetite | THRILL | 0.77× | |
| Pet Ownership | JOY | 0.79× |
Home automation has an estimated audience of 4,438,284 people in Italy, concentrated in Lombardy and Lazio.
44.2% of Home automation fans are female, 55.8% are male, with an average age of 47.0 years.
Home automation fans show strongest brand affinity for Efficient energy use (6.35×), Sustainable energy (4.5×), and Solar panel (6.25×) over the country average.
Home automation fans in Italy are most concentrated in Lombardy (reach ~900K), Lazio (reach ~500K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Home automation itself, the audience over-indexes on Sustainable energy (4.5×), Solar panel (6.25×), Roborock (15.55×), and Photovoltaics (5.77×) 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 automation. 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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