A data profile of the people who buy, follow and care about Nexi in Italy — modelled from more than twelve digital signal sources. Nexi has an estimated audience of 5,987,331 people in Italy.
The average Nexi fan in Italy is 44.3 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Emilia-Romagna.
Top brand affinities include Mobile banking, Mobile payment, UniCredit, with strongest over-indexing on Mobile banking (37.08× the country average).
Demographically, the Nexi audience skews balanced with an average age of 44.3, and over-indexes on personality traits such as Career Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Nexi fan in Italy is balanced, around 44.3 years old, with strong Career Orientation tendencies and a notable affinity for Mobile banking.
The key figures that characterise the Nexi profile in Italy.
46.8% are female, 53.2% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 46.8% |
| Male | 53.2% |
| Average age | 44.3 |
| Estimated audience size | 5,987,331 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 33% |
Where the Nexi audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~200K | 2.11× | |
| 02 | Liguria | ~300K | 1.65× | |
| 03 | Emilia-Romagna | ~700K | 1.40× | |
| 04 | Friuli-Venezia Giulia | ~200K | 1.38× | |
| 05 | Veneto | ~600K | 1.32× | |
| 06 | Lombardy | ~1.5M | 1.29× | |
| 07 | Tuscany | ~500K | 1.24× | |
| 08 | Piedmont | ~500K | 1.19× | |
| 09 | Lazio | ~700K | 0.95× | |
| 10 | Marche | ~100K | 0.95× | |
| 11 | Umbria | ~90K | 0.93× | |
| 12 | Puglia | ~400K | 0.87× | |
| 13 | Sicilia | ~400K | 0.82× | |
| 14 | Abruzzo | ~100K | 0.74× | |
| 15 | Campania | ~500K | 0.69× | |
| 16 | Aosta Valley | ~10K | 0.64× | |
| 17 | Basilicata | ~30K | 0.58× | |
| 18 | Molise | ~10K | 0.51× | |
| 19 | Calabria | ~80K | 0.47× | |
| 20 | Sardinia | ~70K | 0.44× |
The strongest cross-interests of the Nexi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Contactless payment | Business & Career | 40.39× | ||
| 02 | Mobile banking | Business & Career | 37.08× | ||
| 03 | Úrsula Corberó | Movies & TV | 35.48× | ||
| 04 | Mobile payment | Business & Career | 20.94× | ||
| 05 | Citibank | Business & Career | 19.73× | ||
| 06 | Léa Seydoux | Movies & TV | 13.59× | ||
| 07 | UniCredit | Business & Career | 9.28× | ||
| 08 | Debit card | Business & Career | 8.52× | ||
| 09 | Banca Nazionale del Lavoro | Business & Career | 7.15× | ||
| 10 | Apple Pay | Technology & Electronics | 6.42× | ||
| 11 | American Express | Business & Career | 4.60× | ||
| 12 | Retail banking | Business & Career | 4.44× | ||
| 13 | Intesa Sanpaolo | Business & Career | 3.21× | ||
| 14 | Cultural heritage | Politics & Society | 2.74× | ||
| 15 | Wikipedia | Internet & Social Media | 2.64× | ||
| 16 | Credit cards | Business & Career | 2.35× | ||
| 17 | Innovation | Business & Career | 2.19× | ||
| 18 | Banking | Business & Career | 1.87× | ||
| 19 | Personal finance | Business & Career | 1.77× | ||
| 20 | Coop | Food & Beverages | 1.70× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.78× | |
| Convenience Orientation | PREMIUM | 1.57× | |
| Need for Security | CONSERVATISM | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.71× | |
| DIY Mentality | THRILL | 0.76× | |
| Creativity | OPEN | 0.78× |
Nexi's target market in Italy covers an estimated 5,987,331 people, concentrated in Lombardy and Lazio.
46.8% of the Nexi audience are female, 53.2% are male, with an average age of 44.3 years.
Nexi fans show strongest brand affinity for Mobile banking (37.08×), Mobile payment (20.94×), and UniCredit (9.28×) over the country average.
Nexi fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~700K), and Emilia-Romagna (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Nexi itself, the audience over-indexes on Mobile payment (20.94×), UniCredit (9.28×), Contactless payment (40.39×), and Úrsula Corberó (35.48×) 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 Nexi. 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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