A data profile of the people who buy, follow and care about Home Design in Italy — modelled from more than twelve digital signal sources. Home Design has an estimated audience of 7,549,547 people in Italy.
The average Home Design fan in Italy is 39.8 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Modern architecture, Renovation, Master of Business Administration, with strongest over-indexing on Modern architecture (5.34× the country average).
Demographically, the Home Design audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Home Design fan in Italy is more female, around 39.8 years old, with strong Design Affinity tendencies and a notable affinity for Modern architecture.
The key figures that characterise the Home Design profile in Italy.
62.4% are female, 37.6% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 62.4% |
| Male | 37.6% |
| Average age | 39.8 |
| Estimated audience size | 7,549,547 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 21% |
of the worldwide Home Design audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 8.8% |
| Germany | 6.8% |
Where the Home Design audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Campania | ~1M | 1.34× | |
| 02 | Lazio | ~1M | 1.24× | |
| 03 | Lombardy | ~1.5M | 1.13× | |
| 04 | Puglia | ~600K | 1.13× | |
| 05 | Sicilia | ~700K | 1.12× | |
| 06 | Aosta Valley | ~20K | 1.04× | |
| 07 | Veneto | ~600K | 1.02× | |
| 08 | Tuscany | ~500K | 1.02× | |
| 09 | Calabria | ~200K | 1.00× | |
| 10 | Molise | ~40K | 1.00× | |
| 11 | Piedmont | ~600K | 0.99× | |
| 12 | Marche | ~200K | 0.99× | |
| 13 | Emilia-Romagna | ~600K | 0.97× | |
| 14 | Friuli-Venezia Giulia | ~100K | 0.97× | |
| 15 | Basilicata | ~70K | 0.97× | |
| 16 | Trentino-Alto Adige/Südtirol | ~100K | 0.96× | |
| 17 | Abruzzo | ~200K | 0.94× | |
| 18 | Umbria | ~100K | 0.92× | |
| 19 | Sardinia | ~200K | 0.90× | |
| 20 | Liguria | ~200K | 0.90× |
The strongest cross-interests of the Home Design audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Floral design | Home & Garden | 6.27× | ||
| 02 | Modern architecture | Arts & Culture | 5.34× | ||
| 03 | Flower bouquet | Home & Garden | 5.22× | ||
| 04 | First-time buyer | Shopping | 5.08× | ||
| 05 | Renovation | Home & Garden | 4.97× | ||
| 06 | Master of Business Administration | Business & Career | 4.74× | ||
| 07 | Modern furniture | Home & Garden | 4.60× | ||
| 08 | Bedroom furniture | Home & Garden | 3.16× | ||
| 09 | Pandora | Fashion & Accessoires | 3.06× | ||
| 10 | Kitchenware | Home & Garden | 2.69× | ||
| 11 | Lipstick | Beauty & Wellness | 2.43× | ||
| 12 | Home improvement | Home & Garden | 2.25× | ||
| 13 | Handmade jewelry | Fashion & Accessoires | 2.19× | ||
| 14 | Innovation | Business & Career | 2.02× | ||
| 15 | Zara | Shopping | 2.01× | ||
| 16 | Decorative arts | Arts & Culture | 1.99× | ||
| 17 | Art exhibition | Arts & Culture | 1.99× | ||
| 18 | Volunteering | Politics & Society | 1.81× | ||
| 19 | IKEA | Home & Garden | 1.73× | ||
| 20 | EasyJet | Travel & Leisure | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.69× | |
| DIY Mentality | THRILL | 2.59× | |
| Quality Awareness | PREMIUM | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.49× | |
| Need for Security | CONSERVATISM | 0.85× | |
| Spirituality | BALANCE | 0.90× |
Home Design has an estimated audience of 7,549,547 people in Italy, concentrated in Lombardy and Lazio.
62.4% of Home Design fans are female, 37.6% are male, with an average age of 39.8 years.
Home Design fans show strongest brand affinity for Modern architecture (5.34×), Renovation (4.97×), and Master of Business Administration (4.74×) over the country average.
Home Design fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Home Design itself, the audience over-indexes on Renovation (4.97×), Master of Business Administration (4.74×), Flower bouquet (5.22×), and Home improvement (2.25×) 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 Design. 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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