A data profile of the people who buy, follow and care about Umbria in Italy — modelled from more than twelve digital signal sources. Umbria has an estimated audience of 4,689,194 people in Italy.
The average Umbria fan in Italy is 47.5 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Umbria.
Top brand affinities include Wikipedia, WhatsApp, Volunteering, with strongest over-indexing on Wikipedia (3.56× the country average).
Demographically, the Umbria audience skews more female with an average age of 47.5, and over-indexes on personality traits such as Convenience Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 19 regions tracked by Rascasse.
The typical Umbria fan in Italy is more female, around 47.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Umbria profile in Italy.
58.3% are female, 41.7% are male, average age 47.5.
| Metric | Value |
|---|---|
| Female | 58.3% |
| Male | 41.7% |
| Average age | 47.5 |
| Estimated audience size | 4,689,194 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 10% | |
| 30-39 | 19% | |
| 40-49 | 26% | |
| 50+ | 40% |
of the worldwide Umbria audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 80.5% |
| United States | 3.1% |
| Spain | 2.0% |
Where the Umbria audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Umbria | ~400K | 5.78× | |
| 02 | Marche | ~100K | 1.05× | |
| 03 | Lazio | ~600K | 1.00× | |
| 04 | Tuscany | ~300K | 0.88× | |
| 05 | Puglia | ~300K | 0.85× | |
| 06 | Abruzzo | ~90K | 0.85× | |
| 07 | Campania | ~400K | 0.80× | |
| 08 | Emilia-Romagna | ~300K | 0.80× | |
| 09 | Lombardy | ~600K | 0.77× | |
| 10 | Veneto | ~300K | 0.75× | |
| 11 | Sicilia | ~300K | 0.73× | |
| 12 | Molise | ~20K | 0.71× | |
| 13 | Piedmont | ~200K | 0.67× | |
| 14 | Friuli-Venezia Giulia | ~60K | 0.66× | |
| 15 | Liguria | ~90K | 0.65× | |
| 16 | Aosta Valley | ~8K | 0.65× | |
| 17 | Calabria | ~90K | 0.62× | |
| 18 | Trentino-Alto Adige/Südtirol | ~50K | 0.61× | |
| 19 | Sardinia | ~80K | 0.60× |
The strongest cross-interests of the Umbria audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | New Testament | Politics & Society | 4.50× | ||
| 02 | Demi Moore | Movies & TV | 4.12× | ||
| 03 | Wikipedia | Internet & Social Media | 3.56× | ||
| 04 | Anne Hathaway | Movies & TV | 3.14× | ||
| 05 | Rose | Home & Garden | 2.89× | ||
| 06 | General practitioner | Health | 2.77× | ||
| 07 | Satire | Literature | 2.68× | ||
| 08 | Doctor of Medicine | Business & Career | 2.68× | ||
| 09 | Volunteering | Politics & Society | 2.20× | ||
| 10 | Champagne | Food & Beverages | 2.14× | ||
| 11 | Mediaset | Technology & Electronics | 2.05× | ||
| 12 | Nonprofit organization | Politics & Society | 2.00× | ||
| 13 | Genetics | Kids & Family | 1.97× | ||
| 14 | Singer-songwriter | Music & Radio | 1.92× | ||
| 15 | Coop | Food & Beverages | 1.80× | ||
| 16 | Internet & Social Media | 1.76× | |||
| 17 | Slovenia | Travel & Leisure | 1.76× | ||
| 18 | Innovation | Business & Career | 1.72× | ||
| 19 | Milk | Food & Beverages | 1.63× | ||
| 20 | Personal finance | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.89× | |
| Individualism | JOY | 1.61× | |
| Community Orientation | OPEN | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.81× | |
| Luxury Orientation | PREMIUM | 0.83× | |
| Mindfulness | BALANCE | 0.85× |
Umbria has an estimated audience of 4,689,194 people in Italy, concentrated in Lombardy and Lazio.
58.3% of Umbria fans are female, 41.7% are male, with an average age of 47.5 years.
Umbria fans show strongest brand affinity for Wikipedia (3.56×), WhatsApp (1.76×), and Volunteering (2.2×) over the country average.
Umbria fans in Italy are most concentrated in Lombardy (reach ~600K), Lazio (reach ~600K), and Umbria (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Umbria itself, the audience over-indexes on WhatsApp (1.76×), Volunteering (2.2×), Personal finance (1.52×), and Singer-songwriter (1.92×) 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 Umbria. 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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