A data profile of the people who buy, follow and care about Salento in Italy — modelled from more than twelve digital signal sources. Salento has an estimated audience of 6,051,235 people in Italy.
The average Salento fan in Italy is 45.0 years old, more female, and lives primarily in Puglia.
The audience is concentrated in Puglia, Lombardy, Lazio.
Top brand affinities include Adriatic Sea, WhatsApp, Wikipedia, with strongest over-indexing on Adriatic Sea (4.04× the country average).
Demographically, the Salento audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Community Orientation, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Salento fan in Italy is more female, around 45.0 years old, with strong Community Orientation tendencies and a notable affinity for Adriatic Sea.
The key figures that characterise the Salento profile in Italy.
57.7% are female, 42.3% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 57.7% |
| Male | 42.3% |
| Average age | 45.0 |
| Estimated audience size | 6,051,235 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 13% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 32% |
of the worldwide Salento audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 88.4% |
| Germany | 1.3% |
| United States | 1.3% |
Where the Salento audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Puglia | ~1.5M | 3.84× | |
| 02 | Lombardy | ~1M | 1.01× | |
| 03 | Trentino-Alto Adige/Südtirol | ~100K | 1.00× | |
| 04 | Lazio | ~700K | 0.99× | |
| 05 | Veneto | ~500K | 0.97× | |
| 06 | Basilicata | ~50K | 0.94× | |
| 07 | Emilia-Romagna | ~500K | 0.93× | |
| 08 | Abruzzo | ~100K | 0.93× | |
| 09 | Marche | ~100K | 0.91× | |
| 10 | Friuli-Venezia Giulia | ~100K | 0.90× | |
| 11 | Campania | ~600K | 0.89× | |
| 12 | Piedmont | ~400K | 0.89× | |
| 13 | Tuscany | ~300K | 0.85× | |
| 14 | Sicilia | ~400K | 0.84× | |
| 15 | Molise | ~20K | 0.84× | |
| 16 | Calabria | ~100K | 0.80× | |
| 17 | Umbria | ~80K | 0.78× | |
| 18 | Liguria | ~100K | 0.75× | |
| 19 | Aosta Valley | ~10K | 0.73× | |
| 20 | Sardinia | ~100K | 0.65× |
The strongest cross-interests of the Salento audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ischia | Travel & Leisure | 4.16× | ||
| 02 | Adriatic Sea | Travel & Leisure | 4.04× | ||
| 03 | New Testament | Politics & Society | 3.73× | ||
| 04 | Wikipedia | Internet & Social Media | 2.89× | ||
| 05 | Rose | Home & Garden | 2.86× | ||
| 06 | General practitioner | Health | 2.80× | ||
| 07 | Expert (company) | Shopping | 2.77× | ||
| 08 | Mediaset | Technology & Electronics | 2.43× | ||
| 09 | Satire | Literature | 2.39× | ||
| 10 | Champagne | Food & Beverages | 2.34× | ||
| 11 | Travel website | Travel & Leisure | 2.14× | ||
| 12 | Slovenia | Travel & Leisure | 2.12× | ||
| 13 | Internet & Social Media | 1.98× | |||
| 14 | Instant messaging | Internet & Social Media | 1.85× | ||
| 15 | Volunteering | Politics & Society | 1.75× | ||
| 16 | Singer-songwriter | Music & Radio | 1.70× | ||
| 17 | Camping | Travel & Leisure | 1.65× | ||
| 18 | Coop | Food & Beverages | 1.63× | ||
| 19 | Personal finance | Business & Career | 1.62× | ||
| 20 | Google Maps | Internet & Social Media | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.42× | |
| Design Affinity | PREMIUM | 1.37× | |
| Travelling | THRILL | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.76× | |
| Price Sensitivity | PREMIUM | 0.83× | |
| Extroversion | THRILL | 0.91× |
Salento has an estimated audience of 6,051,235 people in Italy, concentrated in Puglia and Lombardy.
57.7% of Salento fans are female, 42.3% are male, with an average age of 45.0 years.
Salento fans show strongest brand affinity for Adriatic Sea (4.04×), WhatsApp (1.98×), and Wikipedia (2.89×) over the country average.
Salento fans in Italy are most concentrated in Puglia (reach ~1.5M), Lombardy (reach ~1M), and Lazio (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Salento itself, the audience over-indexes on WhatsApp (1.98×), Wikipedia (2.89×), Personal finance (1.62×), and Ischia (4.16×) 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 Salento. 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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