WhatsApp Audience in Italy
WhatsApp has an estimated audience of 24,365,370 people in Italy. 57.1% are female, 42.9% are male, average age 41.6. Top regions: Lombardy, Campania, Lazio. Top brand affinities: Rome, Social network, Mediterranean Sea, Milan, Photography.
The average WhatsApp fan in Italy is 41.6 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Campania, Lazio. Top brand affinities include Rome, Social network, Mediterranean Sea, with strongest over-indexing on Rome (2.05× the country average). Demographically, the WhatsApp audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Community Orientation, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media
Demographics of WhatsApp fans
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 41.6 |
| Estimated audience size | 24,365,370 |
Audience persona
The typical WhatsApp fan in Italy is more female, around 41.6 years old, with strong Community Orientation tendencies and a notable affinity for Rome.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 4,222,152 | 0.98× |
| Campania | 4,105,999 | 1.5× |
| Lazio | 3,271,069 | 1.1× |
| Sicilia | 2,902,140 | 1.37× |
| Puglia | 2,315,627 | 1.38× |
| Veneto | 1,930,149 | 1× |
| Emilia-Romagna | 1,922,436 | 0.97× |
| Piedmont | 1,753,055 | 0.97× |
| Tuscany | 1,575,692 | 0.98× |
| Calabria | 910,743 | 1.22× |
| Marche | 645,829 | 1.06× |
| Sardinia | 580,958 | 0.85× |
| Liguria | 578,093 | 0.85× |
| Abruzzo | 513,156 | 0.96× |
| Trentino-Alto Adige/Südtirol | 376,794 | 0.82× |
| Umbria | 364,733 | 0.92× |
| Friuli-Venezia Giulia | 364,595 | 0.79× |
| Basilicata | 213,090 | 0.96× |
| Molise | 94,488 | 0.82× |
| Aosta Valley | 31,212 | 0.5× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rome | 2.05× | Travel & Leisure |
| Social network | 2.03× | Internet & Social Media |
| Mediterranean Sea | 2.1× | Travel & Leisure |
| Milan | 1.89× | Travel & Leisure |
| Photography | 1.83× | Arts & Culture |
| Video | 1.97× | Movies & TV |
| Current events | 2.13× | Arts & Culture |
| Child | 1.96× | Kids & Family |
| Il Messaggero | 2.24× | News |
| Discount stores | 1.9× | Shopping |
| Philosophy | 2.01× | Business & Career |
| Leisure | 1.92× | Travel & Leisure |
| House | 1.81× | Home & Garden |
| Hotels | 1.83× | Travel & Leisure |
| Smartphones | 1.85× | Technology & Electronics |
| Summer | 2.09× | Travel & Leisure |
| Naples | 1.88× | Travel & Leisure |
| Cuisine | 1.56× | Food & Beverages |
| Social media | 1.9× | Business & Career |
| Tea | 2× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Community Orientation | OPEN | 1.11 |
| Extroversion | THRILL | 1.03 |
| Patriotism | CONSERVATISM | 1.01 |
| Social Media Usage | JOY | 0.98 |
| Price Sensitivity | PREMIUM | 0.96 |
| Pet Ownership | JOY | 0.91 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 7.7% |
| United States | 4.3% |
| Brazil | 4.2% |
See WhatsApp audiences in other countries
More Social media audiences in Italy
Frequently asked questions
How many fans does WhatsApp have in Italy?
WhatsApp has an estimated audience of 24,365,370 people in Italy, concentrated in Lombardy and Campania.
What is the gender split and age of WhatsApp fans?
57.1% of WhatsApp fans are female, 42.9% are male, with an average age of 41.6 years.
Which brands do WhatsApp fans like most?
WhatsApp fans show strongest brand affinity for Rome (2.05×), Social network (2.03×), and Mediterranean Sea (2.1×) over the country average.
Where do WhatsApp fans live in Italy?
WhatsApp fans in Italy are most concentrated in Lombardy (reach 4,222,152), Campania (reach 4,105,999), and Lazio (reach 3,271,069). These three regions account for the largest share of the active audience.
What other brands do WhatsApp fans also like?
Beyond WhatsApp itself, the audience over-indexes on Social network (2.03×), Mediterranean Sea (2.1×), Milan (1.89×), and Photography (1.83×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for WhatsApp. 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.
About this audience profile
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.