Rascasse Audience Intelligence

Play (activity) Audience in Italy

A data profile of the people who buy, follow and care about Play (activity) in Italy — modelled from more than twelve digital signal sources. Play (activity) has an estimated audience of 5,999,047 people in Italy.

#752among Topic in Italy#104in Travel & Leisure

Play (activity) fans in Italy are concentrated in Lombardy, with strong brand affinity for Wikipedia.

The audience is concentrated in Lombardy, Campania, Lazio.

Top brand affinities include Wikipedia, Breastfeeding, Genetics, with strongest over-indexing on Wikipedia (2.96× the country average).

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.

The typical Play (activity) fan in Italy shows strong Convenience Orientation tendencies and a notable affinity for Wikipedia.

Category: Travel & Leisure · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Play (activity) profile in Italy.

Audience size
6M
in Italy
Country rank
#1061
Topic in Italy
Fig. 01

Search interest · 12-month trend

+49%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Play (activity) fans

Fig. 02

Gender split

Demographic split for Play (activity) audience in Italy
MetricValue
Estimated audience size5,999,047
Fig. 04

Worldwide distribution

3.3%

of the worldwide Play (activity) audience comes from Italy.

Worldwide audience distribution share by country for Play (activity)
CountryShare
United States21.6%
India7.9%
United Kingdom4.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Play (activity) audience in Italy is strongest.

Fig. 05

Top regions by affinity

Play (activity) fans by region: top regions in Italy
#RegionReachAffinity×
01Sicilia~700K1.36×
02Campania~900K1.33×
03Lombardy~1.5M1.26×
04Calabria~200K1.21×
05Puglia~500K1.19×
06Lazio~800K1.15×
07Liguria~200K1.15×
08Emilia-Romagna~500K1.08×
09Piedmont~400K1.01×
10Veneto~500K0.97×
11Tuscany~400K0.97×
12Basilicata~50K0.94×
13Friuli-Venezia Giulia~100K0.93×
14Marche~100K0.91×
15Sardinia~100K0.89×
16Abruzzo~100K0.88×
17Trentino-Alto Adige/Südtirol~100K0.87×
18Umbria~80K0.80×
19Molise~20K0.75×
20Aosta Valley~10K0.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Play (activity) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Play (activity) audience
#·InterestCategoryAffinity×
01BreastfeedingKids & Family4.54×
02ImprovisationMusic & Radio3.68×
03WikipediaInternet & Social Media2.96×
04New TestamentPolitics & Society2.91×
05SatireLiterature2.45×
06PlaygroundKids & Family2.24×
07General practitionerHealth2.13×
08Doctor of MedicineBusiness & Career2.11×
09RoseHome & Garden2.06×
10Board gamesGames2.03×
11GeneticsKids & Family1.92×
12MediasetTechnology & Electronics1.85×
13Sanremo Music FestivalMusic & Radio1.80×
14VolunteeringPolitics & Society1.62×
15LegoKids & Family1.57×
16BreweryFood & Beverages1.57×
17Singer-songwriterMusic & Radio1.56×
18Adriatic SeaTravel & Leisure1.56×
19MilkFood & Beverages1.54×
20Travel websiteTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Play (activity) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Play (activity) audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.41×
Community OrientationOPEN1.21×
IndividualismJOY1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Play (activity) audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.81×
MindfulnessBALANCE0.82×
Price SensitivityPREMIUM0.82×
0×1.00× baseline2×
Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Travel & Leisure audiences in Italy

See Play (activity) audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for Play (activity). 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.

About this audience profile

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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