A data profile of the people who buy, follow and care about Outdoors in Italy — modelled from more than twelve digital signal sources. Outdoors has an estimated audience of 4,178,326 people in Italy.
The average Outdoors fan in Italy is 38.9 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Outdoor enthusiast, Camping, Alpine skiing, with strongest over-indexing on Outdoor enthusiast (3.28× the country average).
Demographically, the Outdoors audience skews more male with an average age of 38.9, and over-indexes on personality traits such as Travelling, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Outdoors fan in Italy is more male, around 38.9 years old, with strong Travelling tendencies and a notable affinity for Outdoor enthusiast.
The key figures that characterise the Outdoors profile in Italy.
39.1% are female, 60.9% are male, average age 38.9.
| Metric | Value |
|---|---|
| Female | 39.1% |
| Male | 60.9% |
| Average age | 38.9 |
| Estimated audience size | 4,178,326 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 19% |
of the worldwide Outdoors audience comes from Italy.
| Country | Share |
|---|---|
| United States | 22.9% |
| Japan | 13.4% |
| China | 10.4% |
Where the Outdoors audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~100K | 1.82× | |
| 02 | Lazio | ~600K | 1.20× | |
| 03 | Veneto | ~400K | 1.11× | |
| 04 | Aosta Valley | ~10K | 1.06× | |
| 05 | Liguria | ~100K | 1.04× | |
| 06 | Lombardy | ~700K | 1.02× | |
| 07 | Tuscany | ~300K | 1.01× | |
| 08 | Emilia-Romagna | ~300K | 1.00× | |
| 09 | Piedmont | ~300K | 1.00× | |
| 10 | Marche | ~100K | 0.97× | |
| 11 | Puglia | ~300K | 0.96× | |
| 12 | Sicilia | ~300K | 0.95× | |
| 13 | Friuli-Venezia Giulia | ~70K | 0.94× | |
| 14 | Abruzzo | ~90K | 0.93× | |
| 15 | Campania | ~400K | 0.92× | |
| 16 | Sardinia | ~100K | 0.91× | |
| 17 | Umbria | ~60K | 0.90× | |
| 18 | Basilicata | ~30K | 0.90× | |
| 19 | Molise | ~20K | 0.90× | |
| 20 | Calabria | ~100K | 0.89× |
The strongest cross-interests of the Outdoors audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Outdoor enthusiast | Sports | 3.28× | ||
| 02 | FIS Alpine Ski World Cup | Sports | 3.18× | ||
| 03 | Ski mountaineering | Sports | 3.11× | ||
| 04 | Sport climbing | Sports | 2.92× | ||
| 05 | Backcountry skiing | Sports | 2.75× | ||
| 06 | Snowboard | Sports | 2.69× | ||
| 07 | Alpine skiing | Sports | 2.62× | ||
| 08 | Winter sport | Sports | 2.30× | ||
| 09 | Ski resort | Travel & Leisure | 2.22× | ||
| 10 | Travel photography | Technology & Electronics | 2.08× | ||
| 11 | Outdoor Photographer | Arts & Culture | 1.95× | ||
| 12 | Camping | Travel & Leisure | 1.86× | ||
| 13 | Nature photography | Technology & Electronics | 1.86× | ||
| 14 | Landscape photography | Technology & Electronics | 1.84× | ||
| 15 | Extreme sport | Sports | 1.84× | ||
| 16 | Landform | Travel & Leisure | 1.76× | ||
| 17 | Dolomites | Travel & Leisure | 1.72× | ||
| 18 | Renovation | Home & Garden | 1.72× | ||
| 19 | Snow | Travel & Leisure | 1.67× | ||
| 20 | Adventure travel | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.38× | |
| Risk Appetite | THRILL | 1.28× | |
| Design Affinity | PREMIUM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.69× | |
| Spirituality | BALANCE | 0.79× | |
| Convenience Orientation | PREMIUM | 0.79× |
Outdoors has an estimated audience of 4,178,326 people in Italy, concentrated in Lombardy and Lazio.
39.1% of Outdoors fans are female, 60.9% are male, with an average age of 38.9 years.
Outdoors fans show strongest brand affinity for Outdoor enthusiast (3.28×), Camping (1.86×), and Alpine skiing (2.62×) over the country average.
Outdoors fans in Italy are most concentrated in Lombardy (reach ~700K), Lazio (reach ~600K), and Campania (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Outdoors itself, the audience over-indexes on Camping (1.86×), Alpine skiing (2.62×), Travel photography (2.08×), and Winter sport (2.3×) 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 Outdoors. 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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