A data profile of the people who buy, follow and care about Small business in Italy — modelled from more than twelve digital signal sources. Small business has an estimated audience of 9,961,884 people in Italy.
The average Small business fan in Italy is 44.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Do it yourself (DIY), Innovation, Entrepreneurship, with strongest over-indexing on Do it yourself (DIY) (1.82× the country average).
Demographically, the Small business audience skews balanced with an average age of 44.6, 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 Small business fan in Italy is balanced, around 44.6 years old, with strong Risk Appetite tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Small business profile in Italy.
45.8% are female, 54.2% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 45.8% |
| Male | 54.2% |
| Average age | 44.6 |
| Estimated audience size | 9,961,884 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Small business audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.5% |
| Brazil | 4.3% |
Where the Small business audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aosta Valley | ~30K | 1.33× | |
| 02 | Molise | ~60K | 1.19× | |
| 03 | Basilicata | ~100K | 1.08× | |
| 04 | Umbria | ~200K | 0.99× | |
| 05 | Abruzzo | ~200K | 0.97× | |
| 06 | Friuli-Venezia Giulia | ~200K | 0.97× | |
| 07 | Calabria | ~300K | 0.96× | |
| 08 | Trentino-Alto Adige/Südtirol | ~200K | 0.96× | |
| 09 | Sardinia | ~300K | 0.95× | |
| 10 | Liguria | ~300K | 0.95× | |
| 11 | Marche | ~200K | 0.95× | |
| 12 | Sicilia | ~800K | 0.92× | |
| 13 | Puglia | ~600K | 0.92× | |
| 14 | Piedmont | ~700K | 0.91× | |
| 15 | Tuscany | ~600K | 0.91× | |
| 16 | Emilia-Romagna | ~700K | 0.89× | |
| 17 | Campania | ~1M | 0.88× | |
| 18 | Veneto | ~700K | 0.88× | |
| 19 | Lombardy | ~1.5M | 0.87× | |
| 20 | Lazio | ~1M | 0.86× |
The strongest cross-interests of the Small business audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Innovation | Business & Career | 2.38× | ||
| 02 | Self-employment | Business & Career | 2.25× | ||
| 03 | Summer vacation | Travel & Leisure | 2.08× | ||
| 04 | College | Business & Career | 2.07× | ||
| 05 | Social change | Politics & Society | 1.98× | ||
| 06 | Art exhibition | Arts & Culture | 1.96× | ||
| 07 | Activism | Politics & Society | 1.93× | ||
| 08 | Fine-art photography | Technology & Electronics | 1.93× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 1.82× | ||
| 10 | Podcast | Music & Radio | 1.75× | ||
| 11 | Primark | Shopping | 1.72× | ||
| 12 | Self-awareness | Health | 1.68× | ||
| 13 | Digital photography | Business & Career | 1.65× | ||
| 14 | Self-esteem | Health | 1.65× | ||
| 15 | Modern art | Arts & Culture | 1.63× | ||
| 16 | Batman | Movies & TV | 1.59× | ||
| 17 | Financial services | Business & Career | 1.56× | ||
| 18 | Superman | Movies & TV | 1.56× | ||
| 19 | SuperEnalotto | Games | 1.53× | ||
| 20 | Entrepreneurship | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.71× | |
| Career Orientation | POWER | 1.48× | |
| Travelling | THRILL | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.62× | |
| Need for Security | CONSERVATISM | 0.74× | |
| Spirituality | BALANCE | 0.81× |
Small business has an estimated audience of 9,961,884 people in Italy, concentrated in Lombardy and Lazio.
45.8% of Small business fans are female, 54.2% are male, with an average age of 44.6 years.
Small business fans show strongest brand affinity for Do it yourself (DIY) (1.82×), Innovation (2.38×), and Entrepreneurship (1.51×) over the country average.
Small business fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Small business itself, the audience over-indexes on Innovation (2.38×), Entrepreneurship (1.51×), Activism (1.93×), and SuperEnalotto (1.53×) 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 Small business. 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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