A data profile of the people who buy, follow and care about Home repair in Italy — modelled from more than twelve digital signal sources. Home repair has an estimated audience of 6,576,065 people in Italy.
The average Home repair fan in Italy is 41.5 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Owner-occupier, Modern architecture, Chocolate brownie, with strongest over-indexing on Owner-occupier (21.25× the country average).
Demographically, the Home repair audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Design Affinity, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Home repair fan in Italy is balanced, around 41.5 years old, with strong Design Affinity tendencies and a notable affinity for Owner-occupier.
The key figures that characterise the Home repair profile in Italy.
47.2% are female, 52.8% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 47.2% |
| Male | 52.8% |
| Average age | 41.5 |
| Estimated audience size | 6,576,065 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Home repair audience comes from Italy.
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 9.2% |
| China | 5.1% |
Where the Home repair audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~200K | 1.21× | |
| 02 | Puglia | ~500K | 1.01× | |
| 03 | Sicilia | ~600K | 1.00× | |
| 04 | Piedmont | ~500K | 0.99× | |
| 05 | Tuscany | ~400K | 0.99× | |
| 06 | Emilia-Romagna | ~500K | 0.98× | |
| 07 | Campania | ~700K | 0.97× | |
| 08 | Veneto | ~500K | 0.97× | |
| 09 | Lazio | ~800K | 0.94× | |
| 10 | Lombardy | ~1M | 0.90× |
The strongest cross-interests of the Home repair audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Owner-occupier | Home & Garden | 21.25× | ||
| 02 | Road trip | Travel & Leisure | 6.92× | ||
| 03 | Chocolate brownie | Food & Beverages | 5.45× | ||
| 04 | Modern architecture | Arts & Culture | 5.19× | ||
| 05 | Floral design | Home & Garden | 5.04× | ||
| 06 | Property finder | Home & Garden | 4.88× | ||
| 07 | Hiking boot | Fashion & Accessoires | 3.79× | ||
| 08 | True Detective | Movies & TV | 3.79× | ||
| 09 | Bohemian style | Fashion & Accessoires | 3.49× | ||
| 10 | Flower bouquet | Home & Garden | 3.48× | ||
| 11 | Draught beer | Food & Beverages | 3.45× | ||
| 12 | Hairbrush | Beauty & Wellness | 3.43× | ||
| 13 | Real estate broker | Home & Garden | 3.30× | ||
| 14 | Summer vacation | Travel & Leisure | 3.24× | ||
| 15 | Superman | Movies & TV | 3.01× | ||
| 16 | Decorative arts | Arts & Culture | 2.44× | ||
| 17 | Batman | Movies & TV | 2.23× | ||
| 18 | Android (operating system) | Technology & Electronics | 2.00× | ||
| 19 | Harry Potter | Movies & TV | 1.82× | ||
| 20 | Do it yourself (DIY) | Home & Garden | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.60× | |
| Travelling | THRILL | 1.55× | |
| Early Adopter Mentality | POWER | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.63× | |
| Spirituality | BALANCE | 0.64× | |
| Need for Security | CONSERVATISM | 0.69× |
Home repair has an estimated audience of 6,576,065 people in Italy, concentrated in Lombardy and Lazio.
47.2% of Home repair fans are female, 52.8% are male, with an average age of 41.5 years.
Home repair fans show strongest brand affinity for Owner-occupier (21.25×), Modern architecture (5.19×), and Chocolate brownie (5.45×) over the country average.
Home repair fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~800K), and Campania (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Home repair itself, the audience over-indexes on Modern architecture (5.19×), Chocolate brownie (5.45×), Superman (3.01×), and Summer vacation (3.24×) 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 repair. 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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