A data profile of the people who buy, follow and care about Smile in Italy — modelled from more than twelve digital signal sources. Smile has an estimated audience of 6,875,482 people in Italy.
The average Smile fan in Italy is 42.8 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Wikipedia, WhatsApp, Genetics, with strongest over-indexing on Wikipedia (3.55× the country average).
Demographically, the Smile audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Extroversion, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Smile fan in Italy is balanced, around 42.8 years old, with strong Extroversion tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Smile profile in Italy.
54.5% are female, 45.5% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 42.8 |
| Estimated audience size | 6,875,482 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Smile audience comes from Italy.
| Country | Share |
|---|---|
| United States | 21.9% |
| Brazil | 5.5% |
| United Kingdom | 4.8% |
Where the Smile audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1.5M | 1.30× | |
| 02 | Puglia | ~600K | 1.30× | |
| 03 | Lazio | ~1M | 1.28× | |
| 04 | Campania | ~900K | 1.22× | |
| 05 | Sicilia | ~700K | 1.21× | |
| 06 | Emilia-Romagna | ~600K | 1.12× | |
| 07 | Piedmont | ~600K | 1.11× | |
| 08 | Veneto | ~600K | 1.08× | |
| 09 | Tuscany | ~500K | 1.08× | |
| 10 | Marche | ~200K | 1.00× | |
| 11 | Trentino-Alto Adige/Südtirol | ~100K | 0.96× | |
| 12 | Friuli-Venezia Giulia | ~100K | 0.96× | |
| 13 | Calabria | ~200K | 0.95× | |
| 14 | Liguria | ~200K | 0.94× | |
| 15 | Abruzzo | ~100K | 0.94× | |
| 16 | Umbria | ~100K | 0.91× | |
| 17 | Sardinia | ~200K | 0.89× | |
| 18 | Basilicata | ~50K | 0.77× | |
| 19 | Molise | ~20K | 0.74× | |
| 20 | Aosta Valley | ~10K | 0.74× |
The strongest cross-interests of the Smile audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bad Bunny | Music & Radio | 4.31× | ||
| 02 | New Testament | Politics & Society | 3.57× | ||
| 03 | Wikipedia | Internet & Social Media | 3.55× | ||
| 04 | Satire | Literature | 2.96× | ||
| 05 | Dentistry | Business & Career | 2.65× | ||
| 06 | Genetics | Kids & Family | 2.42× | ||
| 07 | Mediaset | Technology & Electronics | 2.23× | ||
| 08 | The Bold and the Beautiful | Movies & TV | 2.11× | ||
| 09 | General practitioner | Health | 2.09× | ||
| 10 | Eyelash | Beauty & Wellness | 1.97× | ||
| 11 | Stranger Things | Movies & TV | 1.91× | ||
| 12 | TEZENIS | Fashion & Accessoires | 1.90× | ||
| 13 | Uomini e Donne | Movies & TV | 1.79× | ||
| 14 | Internet & Social Media | 1.67× | |||
| 15 | Volunteering | Politics & Society | 1.64× | ||
| 16 | SuperEnalotto | Games | 1.61× | ||
| 17 | Milk | Food & Beverages | 1.57× | ||
| 18 | Primark | Shopping | 1.52× | ||
| 19 | Personal finance | Business & Career | 1.51× | ||
| 20 | Coop | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.39× | |
| Spirituality | BALANCE | 1.36× | |
| Patriotism | CONSERVATISM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.86× | |
| Mindfulness | BALANCE | 0.87× | |
| Price Sensitivity | PREMIUM | 0.87× |
Smile has an estimated audience of 6,875,482 people in Italy, concentrated in Lombardy and Lazio.
54.5% of Smile fans are female, 45.5% are male, with an average age of 42.8 years.
Smile fans show strongest brand affinity for Wikipedia (3.55×), WhatsApp (1.67×), and Genetics (2.42×) over the country average.
Smile fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Smile itself, the audience over-indexes on WhatsApp (1.67×), Genetics (2.42×), Personal finance (1.51×), and Bad Bunny (4.31×) 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 Smile. 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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