Rascasse Audience Intelligence

Influencer marketing Audience in Italy

A data profile of the people who buy, follow and care about Influencer marketing in Italy — modelled from more than twelve digital signal sources. Influencer marketing has an estimated audience of 5,012,853 people in Italy.

#4among Content type in Italy#935among Topic in Italy#24in Internet & Social Media

The average Influencer marketing fan in Italy is 43.3 years old, more female, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Lazio, Campania.

Top brand affinities include OnlyFans, X, TikTok, with strongest over-indexing on OnlyFans (5.32× the country average).

Demographically, the Influencer marketing audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Individualism, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.

The typical Influencer marketing fan in Italy is more female, around 43.3 years old, with strong Individualism tendencies and a notable affinity for OnlyFans.

Category: Internet & Social Media · Type: Topic · Subtype: Content type

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Influencer marketing profile in Italy.

Audience size
5M
in Italy
Gender
56.6%♀
43.4% male
Age
43.3
average years
Country rank
#1334
Topic in Italy
Fig. 01

Search interest · 12-month trend

-54%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Influencer marketing fans

56.6% are female, 43.4% are male, average age 43.3.

Fig. 02

Gender split

56.6%
Female
43.4%
Male
Demographic split for Influencer marketing audience in Italy
MetricValue
Female56.6%
Male43.4%
Average age43.3
Estimated audience size5,012,853
Fig. 03

Age distribution

Ø 43.3
average years
Age distribution of the Influencer marketing audience in Italy
Age bracketShare%
16-1912%
20-2917%
30-3919%
40-4921%
50+31%
Fig. 04

Worldwide distribution

7.8%

of the worldwide Influencer marketing audience comes from Italy.

Worldwide audience distribution share by country for Influencer marketing
CountryShare
China12.0%
United States11.4%
Italy7.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Influencer marketing audience in Italy is strongest.

Fig. 05

Top regions by affinity

Influencer marketing fans by region: top regions in Italy
#RegionReachAffinity×
01Lombardy~1.5M1.44×
02Aosta Valley~10K1.11×
03Puglia~400K1.09×
04Lazio~700K1.07×
05Trentino-Alto Adige/Südtirol~100K1.07×
06Molise~20K1.04×
07Emilia-Romagna~400K1.01×
08Campania~600K1.00×
09Basilicata~50K0.99×
10Liguria~100K0.97×
11Marche~100K0.97×
12Umbria~80K0.96×
13Piedmont~400K0.95×
14Calabria~100K0.95×
15Friuli-Venezia Giulia~90K0.95×
16Veneto~400K0.94×
17Abruzzo~100K0.92×
18Tuscany~300K0.91×
19Sardinia~100K0.91×
20Sicilia~400K0.90×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Influencer marketing audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Influencer marketing audience
#·InterestCategoryAffinity×
01OnlyFansTechnology & Electronics5.32×
02SnapchatInternet & Social Media4.60×
03Padre PíoPolitics & Society4.22×
04Beach PartyTravel & Leisure4.07×
05Modeling agencyFashion & Accessoires3.96×
06Holiday villageTravel & Leisure3.43×
07Fine-art photographyTechnology & Electronics2.69×
08Hair removalBeauty & Wellness2.68×
09TEZENISFashion & Accessoires2.66×
10Street photographyTechnology & Electronics2.62×
11Fashion showFashion & Accessoires2.55×
12XInternet & Social Media2.54×
13ZadarTravel & Leisure2.44×
14Digital photographyBusiness & Career2.38×
15TikTokInternet & Social Media2.28×
16Travel photographyTechnology & Electronics2.27×
17Social networking serviceTechnology & Electronics2.26×
18Harry PotterMovies & TV2.20×
19Libero (newspaper)News1.97×
20Il GiornaleNews1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Influencer marketing audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Influencer marketing audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.86×
TravellingTHRILL1.77×
ExtroversionTHRILL1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Influencer marketing audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.68×
Price SensitivityPREMIUM0.71×
DIY MentalityTHRILL0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Influencer marketing have in Italy?

Influencer marketing has an estimated audience of 5,012,853 people in Italy, concentrated in Lombardy and Lazio.

02

What is the gender split and age of Influencer marketing fans?

56.6% of Influencer marketing fans are female, 43.4% are male, with an average age of 43.3 years.

03

Which brands do Influencer marketing fans like most?

Influencer marketing fans show strongest brand affinity for OnlyFans (5.32×), X (2.54×), and TikTok (2.28×) over the country average.

04

Where do Influencer marketing fans live in Italy?

Influencer marketing fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~700K), and Campania (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Influencer marketing fans also like?

Beyond Influencer marketing itself, the audience over-indexes on X (2.54×), TikTok (2.28×), Modeling agency (3.96×), and Harry Potter (2.2×) compared to the Italy average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Content type audiences in Italy

See Influencer marketing audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for Influencer marketing. 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.

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