Rascasse Audience Intelligence

Instagram Audience in Italy

A data profile of the people who buy, follow and care about Instagram in Italy — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 31,502,918 people in Italy.

#1among Social media in Italy#1among Website / Newspaper / Magazine in Italy#1in Internet & Social Media

The average Instagram fan in Italy is 41.2 years old, balanced, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Lazio, Campania.

Demographically, the Instagram audience skews balanced with an average age of 41.2, and over-indexes on personality traits such as Creativity, Pet Ownership.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

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 Instagram profile in Italy.

Audience size
31.5M
in Italy
Gender
53.3%♀
46.7% male
Age
41.2
average years
Country rank
#40
Website / Newspaper / Magazine in Italy
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Instagram

53.3% are female, 46.7% are male, average age 41.2.

Fig. 02

Gender split

53.3%
Female
46.7%
Male
Demographic split for Instagram audience in Italy
MetricValue
Female53.3%
Male46.7%
Average age41.2
Estimated audience size31,502,918
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Instagram audience in Italy
Age bracketShare%
16-1916%
20-2917%
30-3920%
40-4921%
50+25%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Instagram audience comes from Italy.

Worldwide audience distribution share by country for Instagram
CountryShare
United States10.8%
China4.0%
Japan2.7%
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 Instagram audience in Italy is strongest.

Fig. 05

Top regions by affinity

Instagram fans by region: top regions in Italy
#RegionReachAffinity×
01Lombardy~7M1.23×
02Emilia-Romagna~3M1.20×
03Veneto~3M1.17×
04Piedmont~2.5M1.13×
05Tuscany~2.5M1.10×
06Marche~900K1.10×
07Lazio~4M1.09×
08Campania~4M1.09×
09Puglia~2.5M1.09×
10Trentino-Alto Adige/Südtirol~600K1.07×
11Friuli-Venezia Giulia~600K1.02×
12Liguria~900K0.98×
13Sicilia~2.5M0.94×
14Calabria~900K0.94×
15Umbria~500K0.93×
16Abruzzo~600K0.91×
17Sardinia~800K0.90×
18Molise~100K0.76×
19Basilicata~200K0.74×
20Aosta Valley~50K0.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Instagram 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 Instagram audience · What stands out
TraitClusterDeviationScore
CreativityOPEN0.95×
Pet OwnershipJOY0.90×
Price SensitivityPREMIUM0.90×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Instagram audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.66×
Risk AppetiteTHRILL0.67×
Convenience OrientationPREMIUM0.70×
0×1.00× baseline2×
Appendix

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How to read this data

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