A data profile of the people who buy, follow and care about New wave music in Italy — modelled from more than twelve digital signal sources. New wave music has an estimated audience of 4,345,842 people in Italy.
The average New wave music fan in Italy is 37.3 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Veneto.
Top brand affinities include Progressive rock, Tears for Fears, Rod Stewart, with strongest over-indexing on Progressive rock (3.35× the country average).
Demographically, the New wave music audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Risk Appetite, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical New wave music fan in Italy is balanced, around 37.3 years old, with strong Risk Appetite tendencies and a notable affinity for Progressive rock.
The key figures that characterise the New wave music profile in Italy.
45.6% are female, 54.4% are male, average age 37.3.
| Metric | Value |
|---|---|
| Female | 45.6% |
| Male | 54.4% |
| Average age | 37.3 |
| Estimated audience size | 4,345,842 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 16% |
of the worldwide New wave music audience comes from Italy.
| Country | Share |
|---|---|
| United States | 23.3% |
| United Kingdom | 7.2% |
| Italy | 4.9% |
Where the New wave music audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Veneto | ~400K | 1.31× | |
| 02 | Trentino-Alto Adige/Südtirol | ~100K | 1.30× | |
| 03 | Lombardy | ~1M | 1.29× | |
| 04 | Aosta Valley | ~10K | 1.26× | |
| 05 | Emilia-Romagna | ~400K | 1.21× | |
| 06 | Liguria | ~100K | 1.14× | |
| 07 | Marche | ~100K | 1.13× | |
| 08 | Tuscany | ~300K | 1.10× | |
| 09 | Piedmont | ~300K | 1.06× | |
| 10 | Abruzzo | ~90K | 0.98× | |
| 11 | Friuli-Venezia Giulia | ~80K | 0.96× | |
| 12 | Umbria | ~70K | 0.96× | |
| 13 | Sardinia | ~100K | 0.95× | |
| 14 | Molise | ~20K | 0.94× | |
| 15 | Lazio | ~500K | 0.93× | |
| 16 | Basilicata | ~40K | 0.91× | |
| 17 | Campania | ~400K | 0.83× | |
| 18 | Calabria | ~100K | 0.80× | |
| 19 | Puglia | ~200K | 0.78× | |
| 20 | Sicilia | ~300K | 0.69× |
The strongest cross-interests of the New wave music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tears for Fears | Music & Radio | 17.11× | ||
| 02 | Morrissey | Music & Radio | 14.01× | ||
| 03 | The Smiths | Music & Radio | 12.01× | ||
| 04 | Rod Stewart | Music & Radio | 9.91× | ||
| 05 | Billy Idol | Music & Radio | 9.87× | ||
| 06 | Gothic rock | Music & Radio | 9.01× | ||
| 07 | Kurt Cobain | Music & Radio | 6.90× | ||
| 08 | Muse (band) | Music & Radio | 6.26× | ||
| 09 | Thrash metal | Music & Radio | 6.16× | ||
| 10 | Death metal | Music & Radio | 5.58× | ||
| 11 | Prince (musician) | Music & Radio | 5.33× | ||
| 12 | Thomann | Shopping | 4.66× | ||
| 13 | Beetlejuice | Movies & TV | 3.71× | ||
| 14 | Jazz fusion | Music & Radio | 3.45× | ||
| 15 | Progressive rock | Music & Radio | 3.35× | ||
| 16 | Contemporary R&B | Music & Radio | 2.65× | ||
| 17 | Wikipedia | Internet & Social Media | 2.42× | ||
| 18 | Singer-songwriter | Music & Radio | 2.00× | ||
| 19 | Art exhibition | Arts & Culture | 1.70× | ||
| 20 | Concerts | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.25× | |
| Urban Lifestyle | OPEN | 1.21× | |
| Early Adopter Mentality | POWER | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.74× | |
| Patriotism | CONSERVATISM | 0.75× | |
| Need for Security | CONSERVATISM | 0.77× |
New wave music has an estimated audience of 4,345,842 people in Italy, concentrated in Lombardy and Lazio.
45.6% of New wave music fans are female, 54.4% are male, with an average age of 37.3 years.
New wave music fans show strongest brand affinity for Progressive rock (3.35×), Tears for Fears (17.11×), and Rod Stewart (9.91×) over the country average.
New wave music fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~500K), and Veneto (reach ~400K). These three regions account for the largest share of the active audience.
Beyond New wave music itself, the audience over-indexes on Tears for Fears (17.11×), Rod Stewart (9.91×), Gothic rock (9.01×), and Morrissey (14.01×) 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 New wave music. 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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