A data profile of the people who buy, follow and care about Payment in Italy — modelled from more than twelve digital signal sources. Payment has an estimated audience of 3,938,824 people in Italy.
Payment has an estimated audience of 3,938,824 people in Italy. 52.4% are female, 47.6% are male, average age 46.9. Top brand affinities: Debit card, EToro, Personal finance, Fairy tale, Genetics.
Top brand affinities include Debit card, EToro, Personal finance, with strongest over-indexing on Debit card (6.46× the country average).
Demographically, the Payment audience skews balanced with an average age of 46.9, and over-indexes on personality traits such as Convenience Orientation, Individualism.
The typical Payment fan in Italy is balanced, around 46.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Debit card.
The key figures that characterise the Payment profile in Italy.
52.4% are female, 47.6% are male, average age 46.9.
| Metric | Value |
|---|---|
| Female | 52.4% |
| Male | 47.6% |
| Average age | 46.9 |
| Estimated audience size | 3,938,824 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 11% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 39% |
of the worldwide Payment audience comes from Italy.
| Country | Share |
|---|---|
| United States | 19.0% |
| India | 7.5% |
| United Kingdom | 6.2% |
The strongest cross-interests of the Payment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | EToro | Business & Career | 7.58× | ||
| 02 | Debit card | Business & Career | 6.46× | ||
| 03 | Old-school hip hop | Music & Radio | 4.84× | ||
| 04 | Steam | Games | 2.99× | ||
| 05 | Barcelona | Travel & Leisure | 2.84× | ||
| 06 | Fairy tale | Literature | 2.60× | ||
| 07 | Mobile payment | Business & Career | 2.39× | ||
| 08 | Cultural heritage | Politics & Society | 2.36× | ||
| 09 | Genetics | Kids & Family | 2.16× | ||
| 10 | Cleanliness | Home & Garden | 2.09× | ||
| 11 | HVAC | Home & Garden | 1.97× | ||
| 12 | Credit cards | Business & Career | 1.92× | ||
| 13 | Financial services | Business & Career | 1.76× | ||
| 14 | Coop | Food & Beverages | 1.74× | ||
| 15 | Personal finance | Business & Career | 1.72× | ||
| 16 | Instant messaging | Internet & Social Media | 1.70× | ||
| 17 | Innovation | Business & Career | 1.60× | ||
| 18 | Singer-songwriter | Music & Radio | 1.54× | ||
| 19 | SuperEnalotto | Games | 1.53× | ||
| 20 | Google Maps | Internet & Social Media | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.46× | |
| Individualism | JOY | 1.40× | |
| Urban Lifestyle | OPEN | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.79× | |
| Luxury Orientation | PREMIUM | 0.80× | |
| Indulgence | JOY | 0.81× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Payment. 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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