A data profile of the people who buy, follow and care about TripAdvisor in Italy — modelled from more than twelve digital signal sources. TripAdvisor has an estimated audience of 10,580,918 people in Italy.
The average TripAdvisor fan in Italy is 43.5 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Trivago, Bodrum, Celebrity Gossip, with strongest over-indexing on Trivago (1.53× the country average).
Demographically, the TripAdvisor audience skews balanced with an average age of 43.5, and over-indexes on personality traits such as Travelling, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical TripAdvisor fan in Italy is balanced, around 43.5 years old, with strong Travelling tendencies and a notable affinity for Trivago.
The key figures that characterise the TripAdvisor profile in Italy.
53.4% are female, 46.6% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 43.5 |
| Estimated audience size | 10,580,918 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide TripAdvisor audience comes from Italy.
| Country | Share |
|---|---|
| United States | 14.7% |
| United Kingdom | 8.0% |
| Italy | 7.3% |
Where the TripAdvisor audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~900K | 1.33× | |
| 02 | Trentino-Alto Adige/Südtirol | ~300K | 1.32× | |
| 03 | Sardinia | ~400K | 1.20× | |
| 04 | Puglia | ~900K | 1.17× | |
| 05 | Sicilia | ~1M | 1.13× | |
| 06 | Liguria | ~300K | 1.12× | |
| 07 | Lazio | ~1.5M | 1.11× | |
| 08 | Campania | ~1.5M | 1.06× | |
| 09 | Aosta Valley | ~30K | 1.02× | |
| 10 | Veneto | ~800K | 0.97× | |
| 11 | Calabria | ~300K | 0.97× | |
| 12 | Emilia-Romagna | ~800K | 0.96× | |
| 13 | Lombardy | ~2M | 0.94× | |
| 14 | Umbria | ~200K | 0.94× | |
| 15 | Marche | ~200K | 0.93× | |
| 16 | Abruzzo | ~200K | 0.91× | |
| 17 | Piedmont | ~700K | 0.83× | |
| 18 | Friuli-Venezia Giulia | ~200K | 0.78× | |
| 19 | Basilicata | ~70K | 0.77× | |
| 20 | Molise | ~30K | 0.58× |
The strongest cross-interests of the TripAdvisor audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Archiproducts | Home & Garden | 2.28× | ||
| 02 | Fox (Turkey) | Movies & TV | 2.17× | ||
| 03 | TRT 1 | Movies & TV | 2.05× | ||
| 04 | Kanal D | Movies & TV | 1.94× | ||
| 05 | 8 Ball Pool | Sports | 1.81× | ||
| 06 | Agadir | Travel & Leisure | 1.79× | ||
| 07 | Dowry | Kids & Family | 1.75× | ||
| 08 | Music of Albania | Music & Radio | 1.75× | ||
| 09 | Finnair | Travel & Leisure | 1.69× | ||
| 10 | Trendyol | Shopping | 1.68× | ||
| 11 | Bodrum | Travel & Leisure | 1.67× | ||
| 12 | TV Klan | Movies & TV | 1.65× | ||
| 13 | Henna | Home & Garden | 1.64× | ||
| 14 | Tunic | Fashion & Accessoires | 1.63× | ||
| 15 | Antalya | Travel & Leisure | 1.62× | ||
| 16 | Celebrity Gossip | News | 1.60× | ||
| 17 | Brussels Airlines | Travel & Leisure | 1.59× | ||
| 18 | Trivago | Travel & Leisure | 1.53× | ||
| 19 | Baby toys | Kids & Family | 1.52× | ||
| 20 | Star TV (Turkey) | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.09× | |
| Luxury Orientation | PREMIUM | 1.07× | |
| Design Affinity | PREMIUM | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.87× | |
| Social Media Usage | JOY | 0.87× | |
| Career Orientation | POWER | 0.87× |
TripAdvisor has an estimated audience of 10,580,918 people in Italy, concentrated in Lombardy and Lazio.
53.4% of TripAdvisor fans are female, 46.6% are male, with an average age of 43.5 years.
TripAdvisor fans show strongest brand affinity for Trivago (1.53×), Bodrum (1.67×), and Celebrity Gossip (1.6×) over the country average.
TripAdvisor fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond TripAdvisor itself, the audience over-indexes on Bodrum (1.67×), Celebrity Gossip (1.6×), Henna (1.64×), and Antalya (1.62×) 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 TripAdvisor. 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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