A data profile of the people who buy, follow and care about Saving in Italy — modelled from more than twelve digital signal sources. Saving has an estimated audience of 6,770,883 people in Italy.
The average Saving fan in Italy is 48.2 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Veneto, Lazio.
Top brand affinities include Sustainable energy, Retail banking, Renewable energy, with strongest over-indexing on Sustainable energy (7.65× the country average).
Demographically, the Saving audience skews more female with an average age of 48.2, and over-indexes on personality traits such as Sustainability, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Saving fan in Italy is more female, around 48.2 years old, with strong Sustainability tendencies and a notable affinity for Sustainable energy.
The key figures that characterise the Saving profile in Italy.
55.1% are female, 44.9% are male, average age 48.2.
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 48.2 |
| Estimated audience size | 6,770,883 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 10% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 43% |
of the worldwide Saving audience comes from Italy.
| Country | Share |
|---|---|
| Japan | 12.9% |
| United States | 10.3% |
| Italy | 7.8% |
Where the Saving audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Veneto | ~1M | 2.22× | |
| 02 | Puglia | ~600K | 1.25× | |
| 03 | Lombardy | ~1.5M | 1.22× | |
| 04 | Trentino-Alto Adige/Südtirol | ~100K | 1.13× | |
| 05 | Lazio | ~900K | 1.12× | |
| 06 | Friuli-Venezia Giulia | ~100K | 1.11× | |
| 07 | Emilia-Romagna | ~600K | 1.06× | |
| 08 | Campania | ~800K | 1.04× | |
| 09 | Abruzzo | ~100K | 0.98× | |
| 10 | Piedmont | ~500K | 0.97× | |
| 11 | Sicilia | ~600K | 0.96× | |
| 12 | Aosta Valley | ~20K | 0.96× | |
| 13 | Molise | ~30K | 0.95× | |
| 14 | Basilicata | ~60K | 0.93× | |
| 15 | Marche | ~200K | 0.91× | |
| 16 | Umbria | ~100K | 0.90× | |
| 17 | Tuscany | ~400K | 0.88× | |
| 18 | Calabria | ~200K | 0.87× | |
| 19 | Sardinia | ~200K | 0.86× | |
| 20 | Liguria | ~200K | 0.84× |
The strongest cross-interests of the Saving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cashback website | Shopping | 20.03× | ||
| 02 | Retail banking | Business & Career | 10.79× | ||
| 03 | Sustainable energy | Home & Garden | 7.65× | ||
| 04 | Online banking | Business & Career | 7.35× | ||
| 05 | Mortgage loans | Business & Career | 5.89× | ||
| 06 | Photovoltaic system | Home & Garden | 5.42× | ||
| 07 | Renewable energy | Business & Career | 5.04× | ||
| 08 | Lottery | Games | 4.88× | ||
| 09 | Carrefour Market | Shopping | 3.55× | ||
| 10 | Innovation | Business & Career | 3.53× | ||
| 11 | Home automation | Technology & Electronics | 3.11× | ||
| 12 | Cleanliness | Home & Garden | 3.05× | ||
| 13 | HVAC | Home & Garden | 2.96× | ||
| 14 | Wikipedia | Internet & Social Media | 2.85× | ||
| 15 | Solar energy | Home & Garden | 2.82× | ||
| 16 | Lidl | Shopping | 2.55× | ||
| 17 | Coop | Food & Beverages | 2.39× | ||
| 18 | Personal finance | Business & Career | 1.99× | ||
| 19 | Internet & Social Media | 1.72× | |||
| 20 | IKEA | Home & Garden | 1.63× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 2.55× | |
| Family Orientation | CONSERVATISM | 2.06× | |
| Convenience Orientation | PREMIUM | 1.81× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.80× | |
| DIY Mentality | THRILL | 0.83× | |
| Patriotism | CONSERVATISM | 0.87× |
Saving has an estimated audience of 6,770,883 people in Italy, concentrated in Lombardy and Veneto.
55.1% of Saving fans are female, 44.9% are male, with an average age of 48.2 years.
Saving fans show strongest brand affinity for Sustainable energy (7.65×), Retail banking (10.79×), and Renewable energy (5.04×) over the country average.
Saving fans in Italy are most concentrated in Lombardy (reach ~1.5M), Veneto (reach ~1M), and Lazio (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Saving itself, the audience over-indexes on Retail banking (10.79×), Renewable energy (5.04×), Cashback website (20.03×), and Online banking (7.35×) 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 Saving. 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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