A data profile of the people who buy, follow and care about Pajamas in Italy — modelled from more than twelve digital signal sources. Pajamas has an estimated audience of 4,013,358 people in Italy.
The average Pajamas fan in Italy is 40.6 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Panties, Nightwear, Lingerie, with strongest over-indexing on Panties (8.78× the country average).
Demographically, the Pajamas audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Quality Awareness, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Pajamas fan in Italy is more female, around 40.6 years old, with strong Quality Awareness tendencies and a notable affinity for Panties.
The key figures that characterise the Pajamas profile in Italy.
72.8% are female, 27.2% are male, average age 40.6.
| Metric | Value |
|---|---|
| Female | 72.8% |
| Male | 27.2% |
| Average age | 40.6 |
| Estimated audience size | 4,013,358 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Pajamas audience comes from Italy.
| Country | Share |
|---|---|
| United States | 16.3% |
| Italy | 4.4% |
| India | 4.3% |
Where the Pajamas audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1M | 1.36× | |
| 02 | Tuscany | ~300K | 1.15× | |
| 03 | Veneto | ~400K | 1.13× | |
| 04 | Lazio | ~500K | 1.12× | |
| 05 | Emilia-Romagna | ~400K | 1.08× | |
| 06 | Trentino-Alto Adige/Südtirol | ~80K | 1.08× | |
| 07 | Friuli-Venezia Giulia | ~80K | 1.03× | |
| 08 | Molise | ~20K | 1.03× | |
| 09 | Aosta Valley | ~10K | 1.03× | |
| 10 | Piedmont | ~300K | 0.99× | |
| 11 | Basilicata | ~40K | 0.99× | |
| 12 | Campania | ~400K | 0.97× | |
| 13 | Umbria | ~60K | 0.96× | |
| 14 | Sicilia | ~300K | 0.95× | |
| 15 | Puglia | ~300K | 0.94× | |
| 16 | Marche | ~90K | 0.94× | |
| 17 | Sardinia | ~100K | 0.93× | |
| 18 | Calabria | ~100K | 0.92× | |
| 19 | Liguria | ~100K | 0.92× | |
| 20 | Abruzzo | ~80K | 0.92× |
The strongest cross-interests of the Pajamas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Underpants | Fashion & Accessoires | 19.67× | ||
| 02 | Panties | Fashion & Accessoires | 8.78× | ||
| 03 | Nightwear | Fashion & Accessoires | 7.50× | ||
| 04 | Kitchen knife | Home & Garden | 5.18× | ||
| 05 | Yamamay | Fashion & Accessoires | 4.66× | ||
| 06 | Lingerie | Fashion & Accessoires | 4.15× | ||
| 07 | Intimissimi | Fashion & Accessoires | 3.98× | ||
| 08 | Calzedonia | Fashion & Accessoires | 3.88× | ||
| 09 | Brassiere | Food & Beverages | 3.67× | ||
| 10 | TEZENIS | Fashion & Accessoires | 3.61× | ||
| 11 | Bag | Fashion & Accessoires | 3.11× | ||
| 12 | OVS | Fashion & Accessoires | 2.98× | ||
| 13 | Primark | Shopping | 2.89× | ||
| 14 | Bedroom | Home & Garden | 2.79× | ||
| 15 | Zadar | Travel & Leisure | 2.48× | ||
| 16 | Skirt | Fashion & Accessoires | 2.43× | ||
| 17 | Undergarment | Fashion & Accessoires | 2.17× | ||
| 18 | Woman | Kids & Family | 1.85× | ||
| 19 | IKEA | Home & Garden | 1.84× | ||
| 20 | Message in a Bottle (film) | Movies & TV | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.84× | |
| Family Orientation | CONSERVATISM | 1.48× | |
| Creativity | OPEN | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.55× | |
| Patriotism | CONSERVATISM | 0.66× | |
| Individualism | JOY | 0.73× |
Pajamas has an estimated audience of 4,013,358 people in Italy, concentrated in Lombardy and Lazio.
72.8% of Pajamas fans are female, 27.2% are male, with an average age of 40.6 years.
Pajamas fans show strongest brand affinity for Panties (8.78×), Nightwear (7.5×), and Lingerie (4.15×) over the country average.
Pajamas fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~500K), and Campania (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Pajamas itself, the audience over-indexes on Nightwear (7.5×), Lingerie (4.15×), Intimissimi (3.98×), and Underpants (19.67×) 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 Pajamas. 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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