Instant messaging Audience in Italy
Instant messaging has an estimated audience of 11,040,909 people in Italy. 50.9% are female, 49.1% are male, average age 40.2. Top regions: Lombardy, Lazio, Sicilia. Top brand affinities: WhatsApp, Videotelephony, Erlang (programming language), Voice over IP, Discount stores.
The average Instant messaging fan in Italy is 40.2 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Sicilia. Top brand affinities include WhatsApp, Videotelephony, Erlang (programming language), with strongest over-indexing on WhatsApp (4.16× the country average). Demographically, the Instant messaging audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as Extroversion, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Topic · Subtype: Content type
Demographics of Instant messaging fans
| Metric | Value |
|---|---|
| Female | 50.9% |
| Male | 49.1% |
| Average age | 40.2 |
| Estimated audience size | 11,040,909 |
Audience persona
The typical Instant messaging fan in Italy is balanced, around 40.2 years old, with strong Extroversion tendencies and a notable affinity for WhatsApp.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 1,281,453 | 0.66× |
| Lazio | 1,185,556 | 0.88× |
| Sicilia | 905,908 | 0.95× |
| Campania | 870,706 | 0.7× |
| Puglia | 663,958 | 0.87× |
| Emilia-Romagna | 555,085 | 0.62× |
| Piedmont | 529,957 | 0.65× |
| Veneto | 522,491 | 0.6× |
| Tuscany | 489,682 | 0.67× |
| Sardinia | 351,261 | 1.13× |
| Calabria | 324,413 | 0.96× |
| Abruzzo | 244,237 | 1× |
| Umbria | 211,711 | 1.18× |
| Marche | 190,876 | 0.69× |
| Liguria | 187,450 | 0.61× |
| Friuli-Venezia Giulia | 176,633 | 0.85× |
| Basilicata | 163,032 | 1.62× |
| Trentino-Alto Adige/Südtirol | 160,731 | 0.77× |
| Molise | 152,308 | 2.91× |
| Aosta Valley | 47,419 | 1.69× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| 4.16× | Internet & Social Media | |
| Videotelephony | 6.99× | Technology & Electronics |
| Erlang (programming language) | 9.24× | Technology & Electronics |
| Voice over IP | 6.46× | Technology & Electronics |
| Discount stores | 1.69× | Shopping |
| Social network | 1.55× | Internet & Social Media |
| Conad | 1.91× | Shopping |
| Mobile phones | 1.53× | Technology & Electronics |
| Android (operating system) | 1.76× | Technology & Electronics |
| Pizza | 1.73× | Food & Beverages |
| World Wide Web | 1.59× | Internet & Social Media |
| Shopping malls | 1.54× | Shopping |
| UniCredit | 1.73× | Business & Career |
| Hair products | 1.54× | Beauty & Wellness |
| SuperEnalotto | 1.74× | Games |
| God | 1.57× | Politics & Society |
| Coupons | 1.58× | Shopping |
| Desserts | 1.6× | Food & Beverages |
| EBay | 1.57× | Shopping |
| Dresses | 1.5× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Extroversion | THRILL | 1.15 |
| Community Orientation | OPEN | 1.1 |
| Price Sensitivity | PREMIUM | 1.01 |
| Patriotism | CONSERVATISM | 1 |
| Need for Security | CONSERVATISM | 0.97 |
| Pet Ownership | JOY | 0.91 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
See Instant messaging audiences in other countries
- Instant messaging — Germany
- Instant messaging — United States
- Instant messaging — United Kingdom
- Instant messaging — France
- Instant messaging — Spain
- Instant messaging — Brazil
- Instant messaging — Japan
- Instant messaging — South Korea
- Instant messaging — India
- Instant messaging — Canada
- Instant messaging — Mexico
More Content type audiences in Italy
- Smiley (7,202,033)
- Viral video (6,989,724)
- Influencer marketing (5,012,853)
- Internet meme (4,969,878)
- Meme (4,709,219)
Frequently asked questions
How many fans does Instant messaging have in Italy?
Instant messaging has an estimated audience of 11,040,909 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Instant messaging fans?
50.9% of Instant messaging fans are female, 49.1% are male, with an average age of 40.2 years.
Which brands do Instant messaging fans like most?
Instant messaging fans show strongest brand affinity for WhatsApp (4.16×), Videotelephony (6.99×), and Erlang (programming language) (9.24×) over the country average.
Where do Instant messaging fans live in Italy?
Instant messaging fans in Italy are most concentrated in Lombardy (reach 1,281,453), Lazio (reach 1,185,556), and Sicilia (reach 905,908). These three regions account for the largest share of the active audience.
What other brands do Instant messaging fans also like?
Beyond Instant messaging itself, the audience over-indexes on Videotelephony (6.99×), Erlang (programming language) (9.24×), Voice over IP (6.46×), and Discount stores (1.69×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for Instant messaging. 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.