A data profile of the people who buy, follow and care about Swappie in Italy — modelled from more than twelve digital signal sources. Swappie has an estimated audience of 4,756,208 people in Italy.
The average Swappie fan in Italy is 39.3 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Sicilia.
Top brand affinities include Apple Store, TikTok, Mobile game, with strongest over-indexing on Apple Store (6.15× the country average).
Demographically, the Swappie audience skews more male with an average age of 39.3, and over-indexes on personality traits such as Early Adopter Mentality, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Swappie fan in Italy is more male, around 39.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Apple Store.
The key figures that characterise the Swappie profile in Italy.
38.0% are female, 62.0% are male, average age 39.3.
| Metric | Value |
|---|---|
| Female | 38.0% |
| Male | 62.0% |
| Average age | 39.3 |
| Estimated audience size | 4,756,208 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 19% | |
| 50+ | 21% |
of the worldwide Swappie audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 39.7% |
| Sweden | 11.5% |
| Germany | 9.0% |
Where the Swappie audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sardinia | ~200K | 1.54× | |
| 02 | Sicilia | ~600K | 1.31× | |
| 03 | Lombardy | ~1M | 1.23× | |
| 04 | Puglia | ~400K | 1.20× | |
| 05 | Veneto | ~400K | 1.13× | |
| 06 | Calabria | ~200K | 1.13× | |
| 07 | Piedmont | ~400K | 1.10× | |
| 08 | Lazio | ~600K | 1.08× | |
| 09 | Tuscany | ~300K | 1.03× | |
| 10 | Emilia-Romagna | ~400K | 0.97× | |
| 11 | Abruzzo | ~100K | 0.96× | |
| 12 | Marche | ~100K | 0.93× | |
| 13 | Trentino-Alto Adige/Südtirol | ~80K | 0.90× | |
| 14 | Friuli-Venezia Giulia | ~80K | 0.89× | |
| 15 | Liguria | ~100K | 0.88× | |
| 16 | Umbria | ~70K | 0.84× | |
| 17 | Basilicata | ~40K | 0.83× | |
| 18 | Campania | ~400K | 0.78× | |
| 19 | Molise | ~20K | 0.68× | |
| 20 | Aosta Valley | ~8K | 0.66× |
The strongest cross-interests of the Swappie audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Diet Coke | Food & Beverages | 13.91× | ||
| 02 | Vivo (telecommunications) | Technology & Electronics | 8.39× | ||
| 03 | Mobile phone accessories | Technology & Electronics | 6.23× | ||
| 04 | Apple Store | Shopping | 6.15× | ||
| 05 | Amanda Seyfried | Movies & TV | 5.09× | ||
| 06 | Homeschooling | Politics & Society | 4.13× | ||
| 07 | Squash (sport) | Sports | 3.29× | ||
| 08 | Apple Watch | Technology & Electronics | 2.70× | ||
| 09 | Alessi (Italian company) | Home & Garden | 2.64× | ||
| 10 | Massively multiplayer online games | Games | 2.54× | ||
| 11 | Google Photos | Technology & Electronics | 2.44× | ||
| 12 | Mobile game | Games | 2.43× | ||
| 13 | Draught beer | Food & Beverages | 2.27× | ||
| 14 | Game consoles | Technology & Electronics | 1.99× | ||
| 15 | Online games | Games | 1.99× | ||
| 16 | TikTok | Internet & Social Media | 1.97× | ||
| 17 | E-book readers | Technology & Electronics | 1.97× | ||
| 18 | Deal of the day | Shopping | 1.74× | ||
| 19 | Breaking news | Movies & TV | 1.60× | ||
| 20 | Gymnastics | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.59× | |
| Convenience Orientation | PREMIUM | 1.36× | |
| Career Orientation | POWER | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.38× | |
| Tradition | CONSERVATISM | 0.69× | |
| DIY Mentality | THRILL | 0.78× |
Swappie's target market in Italy covers an estimated 4,756,208 people, concentrated in Lombardy and Lazio.
38.0% of the Swappie audience are female, 62.0% are male, with an average age of 39.3 years.
Swappie fans show strongest brand affinity for Apple Store (6.15×), TikTok (1.97×), and Mobile game (2.43×) over the country average.
Swappie fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~600K), and Sicilia (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Swappie itself, the audience over-indexes on TikTok (1.97×), Mobile game (2.43×), Vivo (telecommunications) (8.39×), and Mobile phone accessories (6.23×) 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 Swappie. 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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