A data profile of the people who buy, follow and care about McDonald's in Italy — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 13,078,624 people in Italy.
The average McDonald's fan in Italy is 40.0 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Veneto.
Top brand affinities include Burger King, Canada, Fast food, with strongest over-indexing on Burger King (3.98× the country average).
Demographically, the McDonald's audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Convenience Orientation, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical McDonald's fan in Italy is more female, around 40.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Burger King.
The key figures that characterise the McDonald's profile in Italy.
55.9% are female, 44.1% are male, average age 40.0.
| Metric | Value |
|---|---|
| Female | 55.9% |
| Male | 44.1% |
| Average age | 40.0 |
| Estimated audience size | 13,078,624 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 21% |
of the worldwide McDonald's audience comes from Italy.
| Country | Share |
|---|---|
| United States | 24.2% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~500K | 1.53× | |
| 02 | Veneto | ~300K | 1.51× | |
| 03 | Emilia-Romagna | ~300K | 1.39× | |
| 04 | Tuscany | ~200K | 1.39× | |
| 05 | Lombardy | ~600K | 1.33× | |
| 06 | Trentino-Alto Adige/Südtirol | ~60K | 1.16× | |
| 07 | Piedmont | ~200K | 1.13× | |
| 08 | Friuli-Venezia Giulia | ~50K | 1.10× | |
| 09 | Umbria | ~40K | 1.03× | |
| 10 | Marche | ~60K | 0.97× | |
| 11 | Liguria | ~70K | 0.91× | |
| 12 | Campania | ~200K | 0.85× | |
| 13 | Sicilia | ~200K | 0.85× | |
| 14 | Puglia | ~100K | 0.84× | |
| 15 | Abruzzo | ~50K | 0.84× | |
| 16 | Sardinia | ~60K | 0.82× | |
| 17 | Calabria | ~60K | 0.72× | |
| 18 | Aosta Valley | ~4K | 0.68× | |
| 19 | Basilicata | ~10K | 0.52× | |
| 20 | Molise | ~6K | 0.46× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Economist | Business & Career | 4.55× | ||
| 02 | Burger King | Food & Beverages | 3.98× | ||
| 03 | Canada | Travel & Leisure | 3.72× | ||
| 04 | Starbucks | Food & Beverages | 3.25× | ||
| 05 | Autogrill | Food & Beverages | 2.42× | ||
| 06 | Home construction | Home & Garden | 2.32× | ||
| 07 | Pepco | Fashion & Accessoires | 2.27× | ||
| 08 | KFC | Food & Beverages | 2.21× | ||
| 09 | Home Delivery | Food & Beverages | 2.16× | ||
| 10 | Barbie | Movies & TV | 1.97× | ||
| 11 | OVS | Fashion & Accessoires | 1.89× | ||
| 12 | Fast food | Food & Beverages | 1.85× | ||
| 13 | Temu | Shopping | 1.84× | ||
| 14 | Hamburger | Food & Beverages | 1.75× | ||
| 15 | Keratin | Beauty & Wellness | 1.71× | ||
| 16 | Auchan | Shopping | 1.70× | ||
| 17 | Carrefour | Shopping | 1.57× | ||
| 18 | Esselunga | Shopping | 1.55× | ||
| 19 | Conad | Shopping | 1.54× | ||
| 20 | Hypermarket | Shopping | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.37× | |
| Healthy Lifestyle | BALANCE | 1.30× | |
| Price Sensitivity | PREMIUM | 1.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.70× | |
| Risk Appetite | THRILL | 0.72× | |
| Design Affinity | PREMIUM | 0.76× |
McDonald's's target market in Italy covers an estimated 13,078,624 people, concentrated in Lombardy and Lazio.
55.9% of the McDonald's audience are female, 44.1% are male, with an average age of 40.0 years.
McDonald's fans show strongest brand affinity for Burger King (3.98×), Canada (3.72×), and Fast food (1.85×) over the country average.
McDonald's fans in Italy are most concentrated in Lombardy (reach ~600K), Lazio (reach ~500K), and Veneto (reach ~300K). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Canada (3.72×), Fast food (1.85×), Esselunga (1.55×), and Conad (1.54×) 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 McDonald's. 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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