A data profile of the people who buy, follow and care about Smart device in Italy — modelled from more than twelve digital signal sources. Smart device has an estimated audience of 4,965,074 people in Italy.
The average Smart device fan in Italy is 45.3 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Digital Trends, Home automation, Sensor, with strongest over-indexing on Digital Trends (9.09× the country average).
Demographically, the Smart device audience skews more male with an average age of 45.3, and over-indexes on personality traits such as Need for Security, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Smart device fan in Italy is more male, around 45.3 years old, with strong Need for Security tendencies and a notable affinity for Digital Trends.
The key figures that characterise the Smart device profile in Italy.
38.4% are female, 61.6% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 38.4% |
| Male | 61.6% |
| Average age | 45.3 |
| Estimated audience size | 4,965,074 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 33% |
of the worldwide Smart device audience comes from Italy.
| Country | Share |
|---|---|
| United States | 12.5% |
| India | 6.8% |
| Italy | 5.8% |
Where the Smart device audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aosta Valley | ~20K | 1.20× | |
| 02 | Molise | ~30K | 1.11× | |
| 03 | Campania | ~600K | 1.06× | |
| 04 | Sicilia | ~400K | 1.03× | |
| 05 | Basilicata | ~50K | 1.02× | |
| 06 | Lazio | ~600K | 1.00× | |
| 07 | Abruzzo | ~100K | 0.99× | |
| 08 | Puglia | ~300K | 0.98× | |
| 09 | Calabria | ~100K | 0.97× | |
| 10 | Umbria | ~80K | 0.97× | |
| 11 | Trentino-Alto Adige/Südtirol | ~90K | 0.96× | |
| 12 | Friuli-Venezia Giulia | ~90K | 0.95× | |
| 13 | Liguria | ~100K | 0.94× | |
| 14 | Sardinia | ~100K | 0.94× | |
| 15 | Marche | ~100K | 0.93× | |
| 16 | Veneto | ~400K | 0.92× | |
| 17 | Tuscany | ~300K | 0.92× | |
| 18 | Piedmont | ~300K | 0.90× | |
| 19 | Emilia-Romagna | ~400K | 0.89× | |
| 20 | Lombardy | ~700K | 0.79× |
The strongest cross-interests of the Smart device audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Amazon Echo | Technology & Electronics | 13.26× | ||
| 02 | Sensor | Technology & Electronics | 11.97× | ||
| 03 | Internet of Things | Business & Career | 11.29× | ||
| 04 | Internet privacy | Technology & Electronics | 10.56× | ||
| 05 | Information security | Business & Career | 9.69× | ||
| 06 | Digital Trends | Technology & Electronics | 9.09× | ||
| 07 | Portable media players | Technology & Electronics | 7.08× | ||
| 08 | Home automation | Technology & Electronics | 7.01× | ||
| 09 | Digital transformation | Business & Career | 6.86× | ||
| 10 | Cryptography | Politics & Society | 5.61× | ||
| 11 | Solar panel | Home & Garden | 5.59× | ||
| 12 | GPS devices | Technology & Electronics | 5.57× | ||
| 13 | Heat pump | Home & Garden | 5.46× | ||
| 14 | Plug-in hybrid | Cars & Mobility | 4.58× | ||
| 15 | Photovoltaics | Home & Garden | 4.35× | ||
| 16 | Efficient energy use | Technology & Electronics | 3.35× | ||
| 17 | Emerging technologies | Technology & Electronics | 3.23× | ||
| 18 | Mobile device | Technology & Electronics | 3.15× | ||
| 19 | Sustainable energy | Home & Garden | 2.99× | ||
| 20 | Gemini | Technology & Electronics | 2.31× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 4.01× | |
| Early Adopter Mentality | POWER | 3.11× | |
| Convenience Orientation | PREMIUM | 1.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.75× | |
| Mindfulness | BALANCE | 0.78× | |
| Tradition | CONSERVATISM | 0.82× |
Smart device has an estimated audience of 4,965,074 people in Italy, concentrated in Lombardy and Lazio.
38.4% of Smart device fans are female, 61.6% are male, with an average age of 45.3 years.
Smart device fans show strongest brand affinity for Digital Trends (9.09×), Home automation (7.01×), and Sensor (11.97×) over the country average.
Smart device fans in Italy are most concentrated in Lombardy (reach ~700K), Lazio (reach ~600K), and Campania (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Smart device itself, the audience over-indexes on Home automation (7.01×), Sensor (11.97×), Internet of Things (11.29×), and Mobile device (3.15×) 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 Smart device. 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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