A data profile of the people who buy, follow and care about Non-fiction books in Italy — modelled from more than twelve digital signal sources. Non-fiction books has an estimated audience of 3,668,518 people in Italy.
The average Non-fiction books fan in Italy is 41.6 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Virtual community, Plays, Acting, with strongest over-indexing on Virtual community (7.91× the country average).
Demographically, the Non-fiction books audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Career 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 Non-fiction books fan in Italy is more female, around 41.6 years old, with strong Career Orientation tendencies and a notable affinity for Virtual community.
The key figures that characterise the Non-fiction books profile in Italy.
65.1% are female, 34.9% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 65.1% |
| Male | 34.9% |
| Average age | 41.6 |
| Estimated audience size | 3,668,518 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 17% | |
| 30-39 | 17% | |
| 40-49 | 20% | |
| 50+ | 29% |
of the worldwide Non-fiction books audience comes from Italy.
| Country | Share |
|---|---|
| United States | 16.6% |
| Japan | 8.0% |
| India | 5.1% |
Where the Non-fiction books audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Umbria | ~70K | 1.11× | |
| 02 | Friuli-Venezia Giulia | ~80K | 1.09× | |
| 03 | Trentino-Alto Adige/Südtirol | ~70K | 1.07× | |
| 04 | Sardinia | ~100K | 1.04× | |
| 05 | Marche | ~90K | 1.03× | |
| 06 | Calabria | ~100K | 1.02× | |
| 07 | Basilicata | ~30K | 1.02× | |
| 08 | Abruzzo | ~80K | 1.00× | |
| 09 | Molise | ~20K | 1.00× | |
| 10 | Aosta Valley | ~9K | 1.00× | |
| 11 | Liguria | ~100K | 0.99× | |
| 12 | Tuscany | ~200K | 0.97× | |
| 13 | Sicilia | ~300K | 0.96× | |
| 14 | Puglia | ~200K | 0.96× | |
| 15 | Piedmont | ~300K | 0.95× | |
| 16 | Campania | ~400K | 0.94× | |
| 17 | Emilia-Romagna | ~300K | 0.94× | |
| 18 | Veneto | ~300K | 0.94× | |
| 19 | Lazio | ~400K | 0.92× | |
| 20 | Lombardy | ~600K | 0.88× |
The strongest cross-interests of the Non-fiction books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Employment website | Business & Career | 8.75× | ||
| 02 | Job interview | Business & Career | 8.74× | ||
| 03 | Virtual community | Technology & Electronics | 7.91× | ||
| 04 | TV game shows | Movies & TV | 7.71× | ||
| 05 | Teacher education | Business & Career | 7.26× | ||
| 06 | Professional development | Business & Career | 6.80× | ||
| 07 | Plays | Literature | 6.49× | ||
| 08 | Primary education | Kids & Family | 5.69× | ||
| 09 | Skyscanner | Travel & Leisure | 5.00× | ||
| 10 | Master of Business Administration | Business & Career | 4.93× | ||
| 11 | E-book readers | Technology & Electronics | 4.90× | ||
| 12 | Acting | Business & Career | 4.88× | ||
| 13 | Electronic publishing | News | 4.50× | ||
| 14 | Romance novels | Literature | 4.45× | ||
| 15 | Ballet | Music & Radio | 4.27× | ||
| 16 | Breaking news | Movies & TV | 4.16× | ||
| 17 | Charity and causes | Business & Career | 4.11× | ||
| 18 | Guitar | Music & Radio | 3.71× | ||
| 19 | Training | Sports | 3.55× | ||
| 20 | X | Internet & Social Media | 2.88× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 2.13× | |
| Community Orientation | OPEN | 2.07× | |
| Early Adopter Mentality | POWER | 2.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.77× | |
| Risk Appetite | THRILL | 0.88× | |
| DIY Mentality | THRILL | 0.89× |
Non-fiction books has an estimated audience of 3,668,518 people in Italy, concentrated in Lombardy and Lazio.
65.1% of Non-fiction books fans are female, 34.9% are male, with an average age of 41.6 years.
Non-fiction books fans show strongest brand affinity for Virtual community (7.91×), Plays (6.49×), and Acting (4.88×) over the country average.
Non-fiction books fans in Italy are most concentrated in Lombardy (reach ~600K), Lazio (reach ~400K), and Campania (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Non-fiction books itself, the audience over-indexes on Plays (6.49×), Acting (4.88×), Professional development (6.8×), and TV game shows (7.71×) 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 Non-fiction books. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.