A data profile of the people who buy, follow and care about Obi (store) in Italy — modelled from more than twelve digital signal sources. Obi (store) has an estimated audience of 4,558,668 people in Italy.
The average Obi (store) fan in Italy is 43.0 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Tuscany, Emilia-Romagna.
Top brand affinities include Tecnomat, Brico, Hardware store, with strongest over-indexing on Tecnomat (2.17× the country average).
Demographically, the Obi (store) audience skews balanced with an average age of 43.0, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Obi (store) fan in Italy is balanced, around 43.0 years old, with strong DIY Mentality tendencies and a notable affinity for Tecnomat.
The key figures that characterise the Obi (store) profile in Italy.
50.1% are female, 49.9% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 50.1% |
| Male | 49.9% |
| Average age | 43.0 |
| Estimated audience size | 4,558,668 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Obi (store) audience comes from Italy.
| Country | Share |
|---|---|
| Germany | 50.3% |
| Italy | 11.6% |
| Austria | 9.9% |
Where the Obi (store) audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~800K | 2.78× | |
| 02 | Trentino-Alto Adige/Südtirol | ~200K | 2.65× | |
| 03 | Friuli-Venezia Giulia | ~100K | 1.77× | |
| 04 | Emilia-Romagna | ~600K | 1.75× | |
| 05 | Marche | ~200K | 1.71× | |
| 06 | Veneto | ~500K | 1.29× | |
| 07 | Umbria | ~90K | 1.29× | |
| 08 | Lombardy | ~1M | 1.21× | |
| 09 | Abruzzo | ~100K | 1.18× | |
| 10 | Piedmont | ~400K | 1.11× | |
| 11 | Liguria | ~100K | 0.97× | |
| 12 | Lazio | ~500K | 0.89× | |
| 13 | Aosta Valley | ~5K | 0.41× | |
| 14 | Molise | ~8K | 0.37× | |
| 15 | Basilicata | ~10K | 0.29× | |
| 16 | Calabria | ~30K | 0.21× | |
| 17 | Sardinia | ~30K | 0.21× | |
| 18 | Puglia | ~60K | 0.20× | |
| 19 | Sicilia | ~70K | 0.17× | |
| 20 | Campania | ~80K | 0.16× |
The strongest cross-interests of the Obi (store) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Brico | Home & Garden | 4.81× | ||
| 02 | Wrench | Home & Garden | 4.17× | ||
| 03 | Hammer | Home & Garden | 4.05× | ||
| 04 | Home-improvement center | Home & Garden | 3.69× | ||
| 05 | Hardware store | Home & Garden | 3.30× | ||
| 06 | Drill | Home & Garden | 3.04× | ||
| 07 | Garden furniture | Home & Garden | 2.93× | ||
| 08 | Landscape | Travel & Leisure | 2.32× | ||
| 09 | Tecnomat | Shopping | 2.17× | ||
| 10 | Coop | Food & Beverages | 1.73× | ||
| 11 | Intesa Sanpaolo | Business & Career | 1.68× | ||
| 12 | Trenitalia | Cars & Mobility | 1.60× | ||
| 13 | Tire | Cars & Mobility | 1.58× | ||
| 14 | Industrial design | Business & Career | 1.56× | ||
| 15 | Poste italiane | Business & Career | 1.55× | ||
| 16 | AliExpress | Shopping | 1.54× | ||
| 17 | Do it yourself (DIY) | Home & Garden | 1.52× | ||
| 18 | UniCredit | Business & Career | 1.51× | ||
| 19 | Sardinian language | Politics & Society | 1.50× | ||
| 20 | Q8 | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.10× | |
| Quality Awareness | PREMIUM | 1.55× | |
| Design Affinity | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.85× | |
| Early Adopter Mentality | POWER | 0.88× | |
| Social Media Usage | JOY | 0.94× |
Obi (store)'s target market in Italy covers an estimated 4,558,668 people, concentrated in Lombardy and Tuscany.
50.1% of the Obi (store) audience are female, 49.9% are male, with an average age of 43.0 years.
Obi (store) fans show strongest brand affinity for Tecnomat (2.17×), Brico (4.81×), and Hardware store (3.3×) over the country average.
Obi (store) fans in Italy are most concentrated in Lombardy (reach ~1M), Tuscany (reach ~800K), and Emilia-Romagna (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Obi (store) itself, the audience over-indexes on Brico (4.81×), Hardware store (3.3×), Do it yourself (DIY) (1.52×), and Home-improvement center (3.69×) 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 Obi (store). 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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