A data profile of the people who buy, follow and care about Personal finance in Italy — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 23,937,852 people in Italy.
The average Personal finance fan in Italy is 44.7 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Insurance, UniCredit, Poste italiane, with strongest over-indexing on Insurance (3.38× the country average).
Demographically, the Personal finance audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Need for Security, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
The typical Personal finance fan in Italy is balanced, around 44.7 years old, with strong Need for Security tendencies and a notable affinity for Insurance.
The key figures that characterise the Personal finance profile in Italy.
49.7% are female, 50.3% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 49.7% |
| Male | 50.3% |
| Average age | 44.7 |
| Estimated audience size | 23,937,852 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Personal finance audience comes from Italy.
| Country | Share |
|---|---|
| United States | 19.6% |
| Japan | 5.0% |
| India | 4.7% |
Where the Personal finance audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~5.5M | 1.36× | |
| 02 | Basilicata | ~200K | 1.12× | |
| 03 | Piedmont | ~2M | 1.07× | |
| 04 | Emilia-Romagna | ~2M | 1.06× | |
| 05 | Veneto | ~2M | 1.05× | |
| 06 | Friuli-Venezia Giulia | ~500K | 1.02× | |
| 07 | Umbria | ~400K | 1.02× | |
| 08 | Trentino-Alto Adige/Südtirol | ~500K | 1.01× | |
| 09 | Abruzzo | ~500K | 1.00× | |
| 10 | Marche | ~600K | 0.98× | |
| 11 | Lazio | ~3M | 0.97× | |
| 12 | Calabria | ~700K | 0.97× | |
| 13 | Sardinia | ~700K | 0.97× | |
| 14 | Liguria | ~700K | 0.97× | |
| 15 | Tuscany | ~1.5M | 0.95× | |
| 16 | Puglia | ~1.5M | 0.92× | |
| 17 | Campania | ~2.5M | 0.91× | |
| 18 | Sicilia | ~2M | 0.91× |
The strongest cross-interests of the Personal finance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Insurance | Business & Career | 3.38× | ||
| 02 | Credit cards | Business & Career | 2.90× | ||
| 03 | UniCredit | Business & Career | 2.43× | ||
| 04 | Money | Business & Career | 2.36× | ||
| 05 | Poste italiane | Business & Career | 2.34× | ||
| 06 | Investment | Business & Career | 2.25× | ||
| 07 | Energy | Home & Garden | 2.10× | ||
| 08 | Il Messaggero | News | 1.89× | ||
| 09 | Politics | Politics & Society | 1.83× | ||
| 10 | Advertising | Business & Career | 1.83× | ||
| 11 | Current events | Arts & Culture | 1.75× | ||
| 12 | Video | Movies & TV | 1.69× | ||
| 13 | Smartphones | Technology & Electronics | 1.68× | ||
| 14 | Social media | Business & Career | 1.66× | ||
| 15 | Mediterranean Sea | Travel & Leisure | 1.65× | ||
| 16 | Leisure | Travel & Leisure | 1.64× | ||
| 17 | Rome | Travel & Leisure | 1.57× | ||
| 18 | Social network | Internet & Social Media | 1.57× | ||
| 19 | Mobile phones | Technology & Electronics | 1.57× | ||
| 20 | Milan | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.72× | |
| Spirituality | BALANCE | 1.53× | |
| Social Media Usage | JOY | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.84× | |
| Design Affinity | PREMIUM | 0.92× | |
| Extroversion | THRILL | 0.93× |
Personal finance has an estimated audience of 23,937,852 people in Italy, concentrated in Lombardy and Lazio.
49.7% of Personal finance fans are female, 50.3% are male, with an average age of 44.7 years.
Personal finance fans show strongest brand affinity for Insurance (3.38×), UniCredit (2.43×), and Poste italiane (2.34×) over the country average.
Personal finance fans in Italy are most concentrated in Lombardy (reach ~5.5M), Lazio (reach ~3M), and Campania (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Personal finance itself, the audience over-indexes on UniCredit (2.43×), Poste italiane (2.34×), Credit cards (2.9×), and Video (1.69×) 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 Personal finance. 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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