A data profile of the people who buy, follow and care about Insurance in Italy — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 9,869,230 people in Italy.
The average Insurance fan in Italy is 45.4 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Personal finance, SuperEnalotto, 3BMeteo, with strongest over-indexing on Personal finance (1.58× the country average).
Demographically, the Insurance audience skews more male with an average age of 45.4, and over-indexes on personality traits such as Need for Security, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Insurance fan in Italy is more male, around 45.4 years old, with strong Need for Security tendencies and a notable affinity for Personal finance.
The key figures that characterise the Insurance profile in Italy.
44.1% are female, 55.9% are male, average age 45.4.
| Metric | Value |
|---|---|
| Female | 44.1% |
| Male | 55.9% |
| Average age | 45.4 |
| Estimated audience size | 9,869,230 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Insurance audience comes from Italy.
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
Where the Insurance audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~2.5M | 1.46× | |
| 02 | Friuli-Venezia Giulia | ~300K | 1.39× | |
| 03 | Lazio | ~1.5M | 1.15× | |
| 04 | Campania | ~1.5M | 1.13× | |
| 05 | Tuscany | ~700K | 1.11× | |
| 06 | Veneto | ~900K | 1.10× | |
| 07 | Sicilia | ~900K | 1.06× | |
| 08 | Sardinia | ~300K | 1.03× | |
| 09 | Piedmont | ~700K | 1.01× | |
| 10 | Emilia-Romagna | ~800K | 1.00× | |
| 11 | Puglia | ~700K | 0.99× | |
| 12 | Marche | ~200K | 0.98× | |
| 13 | Aosta Valley | ~20K | 0.98× | |
| 14 | Calabria | ~300K | 0.96× | |
| 15 | Basilicata | ~90K | 0.95× | |
| 16 | Molise | ~40K | 0.95× | |
| 17 | Trentino-Alto Adige/Südtirol | ~200K | 0.94× | |
| 18 | Liguria | ~300K | 0.91× | |
| 19 | Umbria | ~100K | 0.90× | |
| 20 | Abruzzo | ~200K | 0.89× |
The strongest cross-interests of the Insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vehicle insurance | Cars & Mobility | 3.25× | ||
| 02 | Pension | Business & Career | 2.72× | ||
| 03 | Loan | Business & Career | 2.35× | ||
| 04 | Enel | Home & Garden | 1.91× | ||
| 05 | Natural gas | Cars & Mobility | 1.89× | ||
| 06 | Financial services | Business & Career | 1.85× | ||
| 07 | SuperEnalotto | Games | 1.77× | ||
| 08 | Škoda Auto | Cars & Mobility | 1.74× | ||
| 09 | Mattress | Home & Garden | 1.74× | ||
| 10 | Peugeot | Cars & Mobility | 1.72× | ||
| 11 | 3BMeteo | News | 1.69× | ||
| 12 | Credit cards | Business & Career | 1.68× | ||
| 13 | Renewable energy | Business & Career | 1.64× | ||
| 14 | UniCredit | Business & Career | 1.63× | ||
| 15 | Hybrids | Cars & Mobility | 1.60× | ||
| 16 | Tire | Cars & Mobility | 1.59× | ||
| 17 | Carrefour | Shopping | 1.59× | ||
| 18 | Personal finance | Business & Career | 1.58× | ||
| 19 | Finance | Business & Career | 1.54× | ||
| 20 | Poste italiane | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.52× | |
| DIY Mentality | THRILL | 1.04× | |
| Career Orientation | POWER | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.57× | |
| Extroversion | THRILL | 0.64× | |
| Healthy Lifestyle | BALANCE | 0.74× |
Insurance has an estimated audience of 9,869,230 people in Italy, concentrated in Lombardy and Lazio.
44.1% of Insurance fans are female, 55.9% are male, with an average age of 45.4 years.
Insurance fans show strongest brand affinity for Personal finance (1.58×), SuperEnalotto (1.77×), and 3BMeteo (1.69×) over the country average.
Insurance fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Insurance itself, the audience over-indexes on SuperEnalotto (1.77×), 3BMeteo (1.69×), UniCredit (1.63×), and Poste italiane (1.52×) 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 Insurance. 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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