A data profile of the people who buy, follow and care about Mobile payment in Italy — modelled from more than twelve digital signal sources. Mobile payment has an estimated audience of 4,138,281 people in Italy.
The average Mobile payment fan in Italy is 46.3 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Payment system, Nexi, Contactless payment, with strongest over-indexing on Payment system (30.94× the country average).
Demographically, the Mobile payment audience skews balanced with an average age of 46.3, and over-indexes on personality traits such as Need for Security, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Mobile payment fan in Italy is balanced, around 46.3 years old, with strong Need for Security tendencies and a notable affinity for Payment system.
The key figures that characterise the Mobile payment profile in Italy.
48.9% are female, 51.1% are male, average age 46.3.
| Metric | Value |
|---|---|
| Female | 48.9% |
| Male | 51.1% |
| Average age | 46.3 |
| Estimated audience size | 4,138,281 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 38% |
of the worldwide Mobile payment audience comes from Italy.
| Country | Share |
|---|---|
| United States | 14.5% |
| India | 6.7% |
| Italy | 6.1% |
Where the Mobile payment audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Umbria | ~80K | 1.12× | |
| 02 | Trentino-Alto Adige/Südtirol | ~80K | 1.06× | |
| 03 | Friuli-Venezia Giulia | ~80K | 1.06× | |
| 04 | Abruzzo | ~100K | 1.05× | |
| 05 | Calabria | ~100K | 1.03× | |
| 06 | Marche | ~100K | 1.02× | |
| 07 | Sardinia | ~100K | 1.01× | |
| 08 | Liguria | ~100K | 1.01× | |
| 09 | Piedmont | ~300K | 0.97× | |
| 10 | Lombardy | ~700K | 0.95× | |
| 11 | Sicilia | ~300K | 0.95× | |
| 12 | Veneto | ~300K | 0.95× | |
| 13 | Puglia | ~300K | 0.95× | |
| 14 | Tuscany | ~300K | 0.95× | |
| 15 | Campania | ~400K | 0.93× | |
| 16 | Emilia-Romagna | ~300K | 0.93× | |
| 17 | Lazio | ~500K | 0.91× |
The strongest cross-interests of the Mobile payment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Contactless payment | Business & Career | 38.25× | ||
| 02 | Payment system | Shopping | 30.94× | ||
| 03 | Nexi | Business & Career | 20.94× | ||
| 04 | Financial transaction | Business & Career | 19.22× | ||
| 05 | Sumup | Business & Career | 13.68× | ||
| 06 | Compass | Business & Career | 12.77× | ||
| 07 | Apple Pay | Technology & Electronics | 11.31× | ||
| 08 | Online banking | Business & Career | 11.04× | ||
| 09 | Debit card | Business & Career | 10.82× | ||
| 10 | Digital currency | Business & Career | 10.19× | ||
| 11 | Digital wallet | Internet & Social Media | 8.29× | ||
| 12 | American Express | Business & Career | 7.54× | ||
| 13 | Che banca | Business & Career | 7.29× | ||
| 14 | Financial technology | Business & Career | 6.17× | ||
| 15 | Banking | Business & Career | 3.51× | ||
| 16 | Credit cards | Business & Career | 3.31× | ||
| 17 | Financial services | Business & Career | 3.03× | ||
| 18 | Personal finance | Business & Career | 2.57× | ||
| 19 | Gemini | Technology & Electronics | 2.55× | ||
| 20 | Poste italiane | Business & Career | 2.30× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 2.15× | |
| Career Orientation | POWER | 1.97× | |
| Early Adopter Mentality | POWER | 1.67× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.64× | |
| Creativity | OPEN | 0.72× | |
| Pet Ownership | JOY | 0.76× |
Mobile payment has an estimated audience of 4,138,281 people in Italy, concentrated in Lombardy and Lazio.
48.9% of Mobile payment fans are female, 51.1% are male, with an average age of 46.3 years.
Mobile payment fans show strongest brand affinity for Payment system (30.94×), Nexi (20.94×), and Contactless payment (38.25×) over the country average.
Mobile payment fans in Italy are most concentrated in Lombardy (reach ~700K), Lazio (reach ~500K), and Campania (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Mobile payment itself, the audience over-indexes on Nexi (20.94×), Contactless payment (38.25×), Compass (12.77×), and Online banking (11.04×) 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 Mobile payment. 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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