Online shopping Audience in Italy
Online shopping has an estimated audience of 36,678,594 people in Italy. 53.9% are female, 46.1% are male, average age 42.9. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Bild, Blake Lively, Venture capital, My Hero Academia, FXCM.
The average Online shopping fan in Italy is 42.9 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Bild, Blake Lively, Venture capital, with strongest over-indexing on Bild (1.57× the country average). Demographically, the Online shopping audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Price Sensitivity, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Shopping · Type: Topic · Subtype: Lifestyle cluster
Demographics of Online shopping fans
| Metric | Value |
|---|---|
| Female | 53.9% |
| Male | 46.1% |
| Average age | 42.9 |
| Estimated audience size | 36,678,594 |
Audience persona
The typical Online shopping fan in Italy is balanced, around 42.9 years old, with strong Price Sensitivity tendencies and a notable affinity for Bild.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 6,418,830 | 0.99× |
| Lazio | 4,234,265 | 0.94× |
| Campania | 3,535,862 | 0.86× |
| Sicilia | 3,166,037 | 1× |
| Veneto | 2,486,218 | 0.86× |
| Emilia-Romagna | 2,285,764 | 0.76× |
| Puglia | 2,085,798 | 0.83× |
| Tuscany | 2,084,173 | 0.86× |
| Piedmont | 1,430,894 | 0.53× |
| Calabria | 896,883 | 0.8× |
| Trentino-Alto Adige/Südtirol | 834,638 | 1.85× |
| Sardinia | 752,369 | 0.73× |
| Abruzzo | 690,535 | 0.85× |
| Marche | 645,755 | 0.71× |
| Liguria | 588,868 | 0.57× |
| Friuli-Venezia Giulia | 554,884 | 0.8× |
| Umbria | 483,696 | 0.81× |
| Basilicata | 369,892 | 1.1× |
| Molise | 209,138 | 1.65× |
| Aosta Valley | 112,275 | 2.39× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bild | 1.57× | News |
| Blake Lively | 1.72× | Movies & TV |
| Venture capital | 1.52× | Business & Career |
| My Hero Academia | 1.61× | Literature |
| FXCM | 1.64× | Business & Career |
| Gaza Strip | 1.7× | Travel & Leisure |
| Massively multiplayer online real-time strategy game | 1.55× | Games |
| forex trader | 1.6× | Business & Career |
| Turn-based strategy | 1.54× | Games |
| Feyenoord | 1.88× | Sports |
| Mutual fund | 1.54× | Business & Career |
| Street Fighter | 1.53× | Games |
| Equity crowdfunding | 1.58× | Business & Career |
| RB Leipzig | 1.69× | Sports |
| Algorithmic trading | 1.66× | Business & Career |
| Southampton F.C. | 1.59× | Sports |
| Happy Farm | 1.55× | Games |
| Sasuke Uchiha | 1.64× | Literature |
| Sunderland A.F.C. | 1.5× | Sports |
| Football Manager | 1.56× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.3 |
| Family Orientation | CONSERVATISM | 1.28 |
| Individualism | JOY | 1.24 |
| Career Orientation | POWER | 1.23 |
| Convenience Orientation | PREMIUM | 1.21 |
| Indulgence | JOY | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 5.6% |
| India | 5.5% |
See Online shopping audiences in other countries
More Lifestyle cluster audiences in Italy
- Shopping (40,184,269)
- Food (39,361,997)
- Sports and outdoors (39,246,828)
- Arts and music (38,946,005)
- Movies (37,585,509)
Frequently asked questions
How many fans does Online shopping have in Italy?
Online shopping has an estimated audience of 36,678,594 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Online shopping fans?
53.9% of Online shopping fans are female, 46.1% are male, with an average age of 42.9 years.
Which brands do Online shopping fans like most?
Online shopping fans show strongest brand affinity for Bild (1.57×), Blake Lively (1.72×), and Venture capital (1.52×) over the country average.
Where do Online shopping fans live in Italy?
Online shopping fans in Italy are most concentrated in Lombardy (reach 6,418,830), Lazio (reach 4,234,265), and Campania (reach 3,535,862). These three regions account for the largest share of the active audience.
What other brands do Online shopping fans also like?
Beyond Online shopping itself, the audience over-indexes on Blake Lively (1.72×), Venture capital (1.52×), My Hero Academia (1.61×), and FXCM (1.64×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for Online shopping. 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.
About this audience profile
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.