A data profile of the people who buy, follow and care about Know-how in Italy — modelled from more than twelve digital signal sources. Know-how has an estimated audience of 9,899,243 people in Italy.
Know-how has an estimated audience of 9,899,243 people in Italy. 56.8% are female, 43.2% are male, average age 45.0. Top brand affinities: WhatsApp, Wikipedia, Personal finance, Volunteering, Mediaset.
Top brand affinities include WhatsApp, Wikipedia, Personal finance, with strongest over-indexing on WhatsApp (2.15× the country average).
Demographically, the Know-how audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Community Orientation, Family Orientation.
The typical Know-how fan in Italy is more female, around 45.0 years old, with strong Community Orientation tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Know-how profile in Italy.
56.8% are female, 43.2% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 56.8% |
| Male | 43.2% |
| Average age | 45.0 |
| Estimated audience size | 9,899,243 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 31% |
The strongest cross-interests of the Know-how audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 2.91× | ||
| 02 | Satire | Literature | 2.57× | ||
| 03 | Mediaset | Technology & Electronics | 2.40× | ||
| 04 | Champagne | Food & Beverages | 2.32× | ||
| 05 | General practitioner | Health | 2.19× | ||
| 06 | Internet & Social Media | 2.15× | |||
| 07 | Adriatic Sea | Travel & Leisure | 2.15× | ||
| 08 | Volunteering | Politics & Society | 1.97× | ||
| 09 | Innovation | Business & Career | 1.80× | ||
| 10 | Personal finance | Business & Career | 1.78× | ||
| 11 | Sustainable energy | Home & Garden | 1.75× | ||
| 12 | Travel website | Travel & Leisure | 1.74× | ||
| 13 | Singer-songwriter | Music & Radio | 1.71× | ||
| 14 | Financial services | Business & Career | 1.71× | ||
| 15 | corriere dello sport | Sports | 1.69× | ||
| 16 | Renewable energy | Business & Career | 1.66× | ||
| 17 | Coop | Food & Beverages | 1.62× | ||
| 18 | Genetics | Kids & Family | 1.61× | ||
| 19 | SuperEnalotto | Games | 1.56× | ||
| 20 | Real property | Home & Garden | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.31× | |
| Family Orientation | CONSERVATISM | 1.31× | |
| Convenience Orientation | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.84× | |
| Luxury Orientation | PREMIUM | 0.85× | |
| Mindfulness | BALANCE | 0.86× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Know-how. 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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