A data profile of the people who buy, follow and care about Pinterest in Italy — modelled from more than twelve digital signal sources. Pinterest has an estimated audience of 15,611,702 people in Italy.
The average Pinterest fan in Italy is 41.5 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include Pattern (sewing), Knitting needle, Tablecloth, with strongest over-indexing on Pattern (sewing) (1.51× the country average).
Demographically, the Pinterest audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Pinterest fan in Italy is more female, around 41.5 years old, with strong Creativity tendencies and a notable affinity for Pattern (sewing).
The key figures that characterise the Pinterest profile in Italy.
64.7% are female, 35.3% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 64.7% |
| Male | 35.3% |
| Average age | 41.5 |
| Estimated audience size | 15,611,702 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 25% |
of the worldwide Pinterest audience comes from Italy.
| Country | Share |
|---|---|
| United States | 16.3% |
| China | 4.8% |
| Germany | 3.1% |
Where the Pinterest audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~3.5M | 1.25× | |
| 02 | Puglia | ~1.5M | 1.23× | |
| 03 | Veneto | ~1.5M | 1.19× | |
| 04 | Campania | ~2M | 1.18× | |
| 05 | Sicilia | ~1.5M | 1.14× | |
| 06 | Tuscany | ~1M | 1.14× | |
| 07 | Emilia-Romagna | ~1.5M | 1.12× | |
| 08 | Piedmont | ~1.5M | 1.11× | |
| 09 | Lazio | ~2M | 1.07× | |
| 10 | Marche | ~400K | 1.07× | |
| 11 | Calabria | ~500K | 1.02× | |
| 12 | Trentino-Alto Adige/Südtirol | ~300K | 1.00× | |
| 13 | Friuli-Venezia Giulia | ~300K | 0.99× | |
| 14 | Umbria | ~200K | 0.93× | |
| 15 | Abruzzo | ~300K | 0.92× | |
| 16 | Liguria | ~400K | 0.88× | |
| 17 | Basilicata | ~100K | 0.80× | |
| 18 | Sardinia | ~300K | 0.77× | |
| 19 | Molise | ~50K | 0.69× | |
| 20 | Aosta Valley | ~20K | 0.53× |
The strongest cross-interests of the Pinterest audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jeggings | Fashion & Accessoires | 2.04× | ||
| 02 | Nursing home care | Kids & Family | 1.81× | ||
| 03 | Slime (Dragon Quest) | Games | 1.81× | ||
| 04 | Arthritis awareness | Health | 1.73× | ||
| 05 | Numerology | Health | 1.69× | ||
| 06 | Caregiver | Health | 1.69× | ||
| 07 | Human gastrointestinal tract | Health | 1.69× | ||
| 08 | Knitting needle | Fashion & Accessoires | 1.68× | ||
| 09 | Hyaluronan | Beauty & Wellness | 1.68× | ||
| 10 | Google Trends | Internet & Social Media | 1.68× | ||
| 11 | Vistaprint | Business & Career | 1.68× | ||
| 12 | Pancreas | Health | 1.65× | ||
| 13 | Bonprix | Shopping | 1.63× | ||
| 14 | Collagen | Beauty & Wellness | 1.62× | ||
| 15 | Turmeric | Food & Beverages | 1.56× | ||
| 16 | Cervical vertebrae | Health | 1.55× | ||
| 17 | Yo-yo | Sports | 1.55× | ||
| 18 | Tablecloth | Home & Garden | 1.52× | ||
| 19 | Pattern (sewing) | Home & Garden | 1.51× | ||
| 20 | Elena Mirò | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.94× | |
| Price Sensitivity | PREMIUM | 0.89× | |
| Social Media Usage | JOY | 0.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.56× | |
| Individualism | JOY | 0.61× | |
| Patriotism | CONSERVATISM | 0.63× |
Pinterest has an estimated audience of 15,611,702 people in Italy, concentrated in Lombardy and Campania.
64.7% of Pinterest fans are female, 35.3% are male, with an average age of 41.5 years.
Pinterest fans show strongest brand affinity for Pattern (sewing) (1.51×), Knitting needle (1.68×), and Tablecloth (1.52×) over the country average.
Pinterest fans in Italy are most concentrated in Lombardy (reach ~3.5M), Campania (reach ~2M), and Lazio (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Pinterest itself, the audience over-indexes on Knitting needle (1.68×), Tablecloth (1.52×), Collagen (1.62×), and Bonprix (1.63×) 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 Pinterest. 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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