A data profile of the people who buy, follow and care about Housing in Italy — modelled from more than twelve digital signal sources. Housing has an estimated audience of 5,059,070 people in Italy.
The average Housing fan in Italy is 45.2 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Genetics, Wikipedia, IKEA, with strongest over-indexing on Genetics (3.29× the country average).
Demographically, the Housing audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Housing fan in Italy is more female, around 45.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Genetics.
The key figures that characterise the Housing profile in Italy.
66.7% are female, 33.3% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 66.7% |
| Male | 33.3% |
| Average age | 45.2 |
| Estimated audience size | 5,059,070 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 24% | |
| 40-49 | 26% | |
| 50+ | 30% |
of the worldwide Housing audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 17.7% |
| United States | 16.0% |
| Brazil | 10.7% |
Where the Housing audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Piedmont | ~500K | 1.31× | |
| 02 | Lombardy | ~1M | 1.30× | |
| 03 | Lazio | ~700K | 1.18× | |
| 04 | Tuscany | ~400K | 1.15× | |
| 05 | Aosta Valley | ~10K | 1.09× | |
| 06 | Veneto | ~400K | 1.07× | |
| 07 | Friuli-Venezia Giulia | ~100K | 1.03× | |
| 08 | Molise | ~20K | 1.03× | |
| 09 | Emilia-Romagna | ~400K | 0.98× | |
| 10 | Basilicata | ~50K | 0.98× | |
| 11 | Campania | ~500K | 0.96× | |
| 12 | Umbria | ~80K | 0.95× | |
| 13 | Liguria | ~100K | 0.94× | |
| 14 | Trentino-Alto Adige/Südtirol | ~90K | 0.94× | |
| 15 | Sicilia | ~400K | 0.93× | |
| 16 | Sardinia | ~100K | 0.93× | |
| 17 | Abruzzo | ~100K | 0.93× | |
| 18 | Puglia | ~300K | 0.92× | |
| 19 | Calabria | ~100K | 0.92× | |
| 20 | Marche | ~100K | 0.92× |
The strongest cross-interests of the Housing audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Biochemistry | Business & Career | 4.09× | ||
| 02 | Baking powder | Food & Beverages | 3.98× | ||
| 03 | Genetics | Kids & Family | 3.29× | ||
| 04 | Wikipedia | Internet & Social Media | 3.25× | ||
| 05 | General practitioner | Health | 2.95× | ||
| 06 | Satire | Literature | 2.78× | ||
| 07 | Zoo | Kids & Family | 2.68× | ||
| 08 | Mediaset | Technology & Electronics | 2.54× | ||
| 09 | Volunteering | Politics & Society | 2.49× | ||
| 10 | IKEA | Home & Garden | 2.32× | ||
| 11 | Nonprofit organization | Politics & Society | 2.11× | ||
| 12 | Internet & Social Media | 1.93× | |||
| 13 | Lidl | Shopping | 1.93× | ||
| 14 | Confectionery | Food & Beverages | 1.84× | ||
| 15 | Health care | Business & Career | 1.82× | ||
| 16 | Supermarket | Shopping | 1.79× | ||
| 17 | Home Appliances | Home & Garden | 1.76× | ||
| 18 | Shopping malls | Shopping | 1.53× | ||
| 19 | Religion | Business & Career | 1.52× | ||
| 20 | Personal finance | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 2.12× | |
| Quality Awareness | PREMIUM | 1.93× | |
| DIY Mentality | THRILL | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.80× | |
| Mindfulness | BALANCE | 0.82× | |
| Luxury Orientation | PREMIUM | 0.84× |
Housing has an estimated audience of 5,059,070 people in Italy, concentrated in Lombardy and Lazio.
66.7% of Housing fans are female, 33.3% are male, with an average age of 45.2 years.
Housing fans show strongest brand affinity for Genetics (3.29×), Wikipedia (3.25×), and IKEA (2.32×) over the country average.
Housing fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~700K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Housing itself, the audience over-indexes on Wikipedia (3.25×), IKEA (2.32×), WhatsApp (1.93×), and Volunteering (2.49×) 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 Housing. 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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