A data profile of the people who buy, follow and care about Self-employment in Italy — modelled from more than twelve digital signal sources. Self-employment has an estimated audience of 4,813,831 people in Italy.
The average Self-employment fan in Italy is 45.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Passive income, Creative entrepreneurship, Freelancer, with strongest over-indexing on Passive income (13.76× the country average).
Demographically, the Self-employment audience skews balanced with an average age of 45.6, and over-indexes on personality traits such as Risk Appetite, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Self-employment fan in Italy is balanced, around 45.6 years old, with strong Risk Appetite tendencies and a notable affinity for Passive income.
The key figures that characterise the Self-employment profile in Italy.
46.1% are female, 53.9% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 46.1% |
| Male | 53.9% |
| Average age | 45.6 |
| Estimated audience size | 4,813,831 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 35% |
of the worldwide Self-employment audience comes from Italy.
| Country | Share |
|---|---|
| United States | 18.2% |
| United Kingdom | 5.7% |
| India | 4.9% |
Where the Self-employment audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Umbria | ~80K | 1.06× | |
| 02 | Basilicata | ~50K | 1.04× | |
| 03 | Aosta Valley | ~10K | 1.04× | |
| 04 | Calabria | ~200K | 1.03× | |
| 05 | Friuli-Venezia Giulia | ~90K | 1.03× | |
| 06 | Trentino-Alto Adige/Südtirol | ~90K | 1.02× | |
| 07 | Molise | ~20K | 1.02× | |
| 08 | Liguria | ~100K | 1.01× | |
| 09 | Abruzzo | ~100K | 1.01× | |
| 10 | Marche | ~100K | 1.00× | |
| 11 | Sardinia | ~100K | 0.99× | |
| 12 | Puglia | ~300K | 0.96× | |
| 13 | Sicilia | ~400K | 0.95× | |
| 14 | Tuscany | ~300K | 0.95× | |
| 15 | Veneto | ~400K | 0.94× | |
| 16 | Piedmont | ~300K | 0.94× | |
| 17 | Campania | ~500K | 0.93× | |
| 18 | Emilia-Romagna | ~400K | 0.93× | |
| 19 | Lazio | ~500K | 0.90× | |
| 20 | Lombardy | ~700K | 0.83× |
The strongest cross-interests of the Self-employment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Passive income | Business & Career | 13.76× | ||
| 02 | Creative entrepreneurship | Business & Career | 12.28× | ||
| 03 | Urban design | Business & Career | 12.00× | ||
| 04 | Fair trade | Business & Career | 7.93× | ||
| 05 | Female entrepreneur | Business & Career | 7.59× | ||
| 06 | Business opportunity | Business & Career | 6.38× | ||
| 07 | Freelancer | Business & Career | 5.94× | ||
| 08 | business owner | Business & Career | 5.50× | ||
| 09 | Moncler | Fashion & Accessoires | 3.76× | ||
| 10 | Social media marketing | Business & Career | 3.67× | ||
| 11 | Job hunting | Business & Career | 3.46× | ||
| 12 | Designer clothing | Fashion & Accessoires | 3.24× | ||
| 13 | Startup company | Business & Career | 2.98× | ||
| 14 | Employment | Business & Career | 2.44× | ||
| 15 | Wine tasting | Food & Beverages | 2.30× | ||
| 16 | Small business | Business & Career | 2.25× | ||
| 17 | Entrepreneurship | Business & Career | 1.83× | ||
| 18 | Subito.it | Shopping | 1.81× | ||
| 19 | FIFA World Cup | Sports | 1.69× | ||
| 20 | Advertising | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 2.00× | |
| Career Orientation | POWER | 1.82× | |
| Luxury Orientation | PREMIUM | 1.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.76× | |
| Tradition | CONSERVATISM | 0.87× | |
| Creativity | OPEN | 0.96× |
Self-employment has an estimated audience of 4,813,831 people in Italy, concentrated in Lombardy and Lazio.
46.1% of Self-employment fans are female, 53.9% are male, with an average age of 45.6 years.
Self-employment fans show strongest brand affinity for Passive income (13.76×), Creative entrepreneurship (12.28×), and Freelancer (5.94×) over the country average.
Self-employment fans in Italy are most concentrated in Lombardy (reach ~700K), Lazio (reach ~500K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Self-employment itself, the audience over-indexes on Creative entrepreneurship (12.28×), Freelancer (5.94×), Fair trade (7.93×), and Social media marketing (3.67×) 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 Self-employment. 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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