A data profile of the people who buy, follow and care about Vinted in Italy — modelled from more than twelve digital signal sources. Vinted has an estimated audience of 4,148,092 people in Italy.
The average Vinted fan in Italy is 37.4 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Fair trade, Vestiaire Collective, Self-employment, with strongest over-indexing on Fair trade (25.74× the country average).
Demographically, the Vinted audience skews more female with an average age of 37.4, and over-indexes on personality traits such as Sustainability, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Vinted fan in Italy is more female, around 37.4 years old, with strong Sustainability tendencies and a notable affinity for Fair trade.
The key figures that characterise the Vinted profile in Italy.
61.3% are female, 38.7% are male, average age 37.4.
| Metric | Value |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
| Average age | 37.4 |
| Estimated audience size | 4,148,092 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 19% | |
| 30-39 | 17% | |
| 40-49 | 18% | |
| 50+ | 20% |
Where the Vinted audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Emilia-Romagna | ~400K | 1.26× | |
| 02 | Campania | ~500K | 1.22× | |
| 03 | Tuscany | ~300K | 1.21× | |
| 04 | Lombardy | ~800K | 1.20× | |
| 05 | Lazio | ~600K | 1.17× | |
| 06 | Puglia | ~300K | 1.17× | |
| 07 | Piedmont | ~300K | 1.13× | |
| 08 | Veneto | ~300K | 1.10× | |
| 09 | Marche | ~100K | 1.10× | |
| 10 | Liguria | ~100K | 1.01× | |
| 11 | Friuli-Venezia Giulia | ~70K | 0.96× | |
| 12 | Sicilia | ~300K | 0.95× | |
| 13 | Abruzzo | ~80K | 0.95× | |
| 14 | Umbria | ~60K | 0.91× | |
| 15 | Sardinia | ~100K | 0.90× | |
| 16 | Calabria | ~100K | 0.87× | |
| 17 | Molise | ~20K | 0.81× | |
| 18 | Trentino-Alto Adige/Südtirol | ~60K | 0.79× | |
| 19 | Basilicata | ~30K | 0.78× | |
| 20 | Aosta Valley | ~6K | 0.54× |
The strongest cross-interests of the Vinted audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fair trade | Business & Career | 25.74× | ||
| 02 | Vestiaire Collective | Fashion & Accessoires | 8.70× | ||
| 03 | Sustainable clothing | Fashion & Accessoires | 5.58× | ||
| 04 | Lorenzo Insigne | Sports | 5.03× | ||
| 05 | Korean drama | Movies & TV | 4.39× | ||
| 06 | Breaking Bad | Movies & TV | 3.65× | ||
| 07 | Bohemian style | Fashion & Accessoires | 3.32× | ||
| 08 | Flea market | Home & Garden | 2.94× | ||
| 09 | Self-employment | Business & Career | 2.80× | ||
| 10 | Draught beer | Food & Beverages | 2.79× | ||
| 11 | Milan Fashion Week | Fashion & Accessoires | 2.44× | ||
| 12 | Uniqlo | Shopping | 2.04× | ||
| 13 | Emotional intelligence | Health | 2.02× | ||
| 14 | The Bold and the Beautiful | Movies & TV | 1.87× | ||
| 15 | Retro style | Fashion & Accessoires | 1.87× | ||
| 16 | Vintage clothing | Fashion & Accessoires | 1.85× | ||
| 17 | Luxury real estate | Business & Career | 1.85× | ||
| 18 | Activism | Politics & Society | 1.81× | ||
| 19 | Art exhibition | Arts & Culture | 1.67× | ||
| 20 | Handmade jewelry | Fashion & Accessoires | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.97× | |
| Design Affinity | PREMIUM | 1.45× | |
| Individualism | JOY | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.80× | |
| Quality Awareness | PREMIUM | 0.80× | |
| Social Media Usage | JOY | 0.94× |
Vinted's target market in Italy covers an estimated 4,148,092 people, concentrated in Lombardy and Lazio.
61.3% of the Vinted audience are female, 38.7% are male, with an average age of 37.4 years.
Vinted fans show strongest brand affinity for Fair trade (25.74×), Vestiaire Collective (8.7×), and Self-employment (2.8×) over the country average.
Vinted fans in Italy are most concentrated in Lombardy (reach ~800K), Lazio (reach ~600K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Vinted itself, the audience over-indexes on Vestiaire Collective (8.7×), Self-employment (2.8×), Bohemian style (3.32×), and Korean drama (4.39×) 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 Vinted. 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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