Home improvement Audience in Italy
Home improvement has an estimated audience of 18,693,684 people in Italy. 54.7% are female, 45.3% are male, average age 46.1. Top regions: Lombardy, Campania, Lazio. Top brand affinities: Do it yourself (DIY), Home décor products, Home Design, Renovation, Living room.
The average Home improvement fan in Italy is 46.1 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Campania, Lazio. Top brand affinities include Do it yourself (DIY), Home décor products, Home Design, with strongest over-indexing on Do it yourself (DIY) (1.98× the country average). Demographically, the Home improvement audience skews balanced with an average age of 46.1, 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.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 46.1 |
| Estimated audience size | 18,693,684 |
Audience persona
The typical Home improvement fan in Italy is balanced, around 46.1 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 3,305,544 | 1× |
| Campania | 2,826,343 | 1.35× |
| Lazio | 2,167,345 | 0.95× |
| Sicilia | 2,024,874 | 1.25× |
| Puglia | 1,579,163 | 1.23× |
| Veneto | 1,478,842 | 1× |
| Emilia-Romagna | 1,412,991 | 0.93× |
| Piedmont | 1,277,237 | 0.92× |
| Tuscany | 1,185,899 | 0.96× |
| Calabria | 664,235 | 1.16× |
| Sardinia | 468,575 | 0.89× |
| Marche | 440,923 | 0.95× |
| Liguria | 437,111 | 0.83× |
| Abruzzo | 433,398 | 1.05× |
| Friuli-Venezia Giulia | 371,701 | 1.05× |
| Trentino-Alto Adige/Südtirol | 289,206 | 0.82× |
| Umbria | 252,862 | 0.83× |
| Basilicata | 148,359 | 0.87× |
| Molise | 83,160 | 0.94× |
| Aosta Valley | 48,545 | 1.02× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Do it yourself (DIY) | 1.98× | Home & Garden |
| Home décor products | 3.05× | Home & Garden |
| Home Design | 2.25× | Home & Garden |
| Renovation | 2.19× | Home & Garden |
| Living room | 1.95× | Home & Garden |
| Architecture & Design | 1.83× | Business & Career |
| Leroy Merlin | 1.85× | Shopping |
| Bedroom | 1.84× | Home & Garden |
| Home Decoration & Design | 2.75× | Home & Garden |
| Floor | 1.75× | Home & Garden |
| Decoration | 2.07× | Home & Garden |
| Home Interior Design | 2.08× | Home & Garden |
| Hardware store | 2.16× | Home & Garden |
| Obi (store) | 2.09× | Shopping |
| Modern architecture | 1.65× | Arts & Culture |
| Wood carving | 1.91× | Home & Garden |
| Wood flooring | 2.02× | Home & Garden |
| Home-improvement center | 2.25× | Home & Garden |
| Architect | 1.57× | Home & Garden |
| Landscape design | 1.65× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.23 |
| Indulgence | JOY | 1.39 |
| Design Affinity | PREMIUM | 1.26 |
| Luxury Orientation | PREMIUM | 1.23 |
| Sustainability | BALANCE | 1.15 |
| Creativity | OPEN | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
- Home improvement — Germany
- Home improvement — United States
- Home improvement — United Kingdom
- Home improvement — France
- Home improvement — Spain
- Home improvement — Brazil
- Home improvement — Japan
- Home improvement — South Korea
- Home improvement — India
- Home improvement — Canada
- Home improvement — Mexico
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 improvement have in Italy?
Home improvement has an estimated audience of 18,693,684 people in Italy, concentrated in Lombardy and Campania.
What is the gender split and age of Home improvement fans?
54.7% of Home improvement fans are female, 45.3% are male, with an average age of 46.1 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Do it yourself (DIY) (1.98×), Home décor products (3.05×), and Home Design (2.25×) over the country average.
Where do Home improvement fans live in Italy?
Home improvement fans in Italy are most concentrated in Lombardy (reach 3,305,544), Campania (reach 2,826,343), and Lazio (reach 2,167,345). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
Beyond Home improvement itself, the audience over-indexes on Home décor products (3.05×), Home Design (2.25×), Renovation (2.19×), and Living room (1.95×) 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 improvement. 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.