A data profile of the people who buy, follow and care about Money in Italy — modelled from more than twelve digital signal sources. Money has an estimated audience of 12,148,466 people in Italy.
The average Money fan in Italy is 44.5 years old, balanced, and lives primarily in Campania.
The audience is concentrated in Campania, Lombardy, Sicilia.
Top brand affinities include Wikipedia, Personal finance, WhatsApp, with strongest over-indexing on Wikipedia (3.98× the country average).
Demographically, the Money audience skews balanced with an average age of 44.5, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Money fan in Italy is balanced, around 44.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Money profile in Italy.
48.0% are female, 52.0% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 44.5 |
| Estimated audience size | 12,148,466 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Money audience comes from Italy.
| Country | Share |
|---|---|
| United States | 27.7% |
| United Kingdom | 6.9% |
| Brazil | 6.0% |
Where the Money audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sicilia | ~1.5M | 1.65× | |
| 02 | Campania | ~2M | 1.60× | |
| 03 | Calabria | ~500K | 1.26× | |
| 04 | Lazio | ~1.5M | 1.17× | |
| 05 | Puglia | ~1M | 1.15× | |
| 06 | Basilicata | ~100K | 1.12× | |
| 07 | Sardinia | ~300K | 1.01× | |
| 08 | Lombardy | ~2M | 1.00× | |
| 09 | Aosta Valley | ~30K | 0.98× | |
| 10 | Abruzzo | ~200K | 0.92× | |
| 11 | Veneto | ~900K | 0.91× | |
| 12 | Trentino-Alto Adige/Südtirol | ~200K | 0.91× | |
| 13 | Piedmont | ~800K | 0.89× | |
| 14 | Friuli-Venezia Giulia | ~200K | 0.89× | |
| 15 | Emilia-Romagna | ~800K | 0.85× | |
| 16 | Tuscany | ~700K | 0.84× | |
| 17 | Marche | ~200K | 0.81× | |
| 18 | Liguria | ~300K | 0.77× | |
| 19 | Umbria | ~100K | 0.70× | |
| 20 | Molise | ~40K | 0.68× |
The strongest cross-interests of the Money audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.98× | ||
| 02 | Mineral water | Food & Beverages | 3.98× | ||
| 03 | Satire | Literature | 3.07× | ||
| 04 | Mediaset | Technology & Electronics | 2.53× | ||
| 05 | Personal finance | Business & Career | 2.36× | ||
| 06 | Master of Business Administration | Business & Career | 2.31× | ||
| 07 | Eni | Cars & Mobility | 2.31× | ||
| 08 | Dentistry | Business & Career | 2.17× | ||
| 09 | Champagne | Food & Beverages | 2.09× | ||
| 10 | General practitioner | Health | 2.00× | ||
| 11 | Internet & Social Media | 1.98× | |||
| 12 | Innovation | Business & Career | 1.95× | ||
| 13 | Voucher | Shopping | 1.82× | ||
| 14 | Volunteering | Politics & Society | 1.72× | ||
| 15 | Financial services | Business & Career | 1.67× | ||
| 16 | Genetics | Kids & Family | 1.66× | ||
| 17 | AutoScout24 | Cars & Mobility | 1.59× | ||
| 18 | SuperEnalotto | Games | 1.58× | ||
| 19 | Sustainable energy | Home & Garden | 1.58× | ||
| 20 | Coop | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.60× | |
| Community Orientation | OPEN | 1.41× | |
| Career Orientation | POWER | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.80× | |
| Mindfulness | BALANCE | 0.82× | |
| Creativity | OPEN | 0.87× |
Money has an estimated audience of 12,148,466 people in Italy, concentrated in Campania and Lombardy.
48.0% of Money fans are female, 52.0% are male, with an average age of 44.5 years.
Money fans show strongest brand affinity for Wikipedia (3.98×), Personal finance (2.36×), and WhatsApp (1.98×) over the country average.
Money fans in Italy are most concentrated in Campania (reach ~2M), Lombardy (reach ~2M), and Sicilia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Money itself, the audience over-indexes on Personal finance (2.36×), WhatsApp (1.98×), Mediaset (2.53×), and Satire (3.07×) 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 Money. 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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