A data profile of the people who buy, follow and care about Word in Italy — modelled from more than twelve digital signal sources. Word has an estimated audience of 3,959,977 people in Italy.
The average Word fan in Italy is 43.1 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include Wikipedia, WhatsApp, Satire, with strongest over-indexing on Wikipedia (4.93× the country average).
Demographically, the Word audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Convenience Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Word fan in Italy is more female, around 43.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Word profile in Italy.
62.5% are female, 37.5% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 62.5% |
| Male | 37.5% |
| Average age | 43.1 |
| Estimated audience size | 3,959,977 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 12% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 29% |
of the worldwide Word audience comes from Italy.
| Country | Share |
|---|---|
| United States | 38.0% |
| Italy | 6.2% |
| United Kingdom | 5.2% |
Where the Word audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Campania | ~600K | 1.43× | |
| 02 | Sicilia | ~400K | 1.31× | |
| 03 | Puglia | ~400K | 1.30× | |
| 04 | Calabria | ~100K | 1.22× | |
| 05 | Lazio | ~600K | 1.20× | |
| 06 | Lombardy | ~800K | 1.14× | |
| 07 | Piedmont | ~300K | 1.09× | |
| 08 | Tuscany | ~300K | 1.04× | |
| 09 | Emilia-Romagna | ~300K | 1.00× | |
| 10 | Veneto | ~300K | 0.97× | |
| 11 | Marche | ~100K | 0.97× | |
| 12 | Basilicata | ~40K | 0.97× | |
| 13 | Abruzzo | ~80K | 0.95× | |
| 14 | Friuli-Venezia Giulia | ~70K | 0.93× | |
| 15 | Umbria | ~60K | 0.88× | |
| 16 | Liguria | ~100K | 0.86× | |
| 17 | Molise | ~20K | 0.84× | |
| 18 | Trentino-Alto Adige/Südtirol | ~60K | 0.83× | |
| 19 | Sardinia | ~80K | 0.76× | |
| 20 | Aosta Valley | ~6K | 0.61× |
The strongest cross-interests of the Word audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | New Testament | Politics & Society | 4.96× | ||
| 02 | Wikipedia | Internet & Social Media | 4.93× | ||
| 03 | Improvisation | Music & Radio | 3.93× | ||
| 04 | Satire | Literature | 3.89× | ||
| 05 | Rose | Home & Garden | 3.28× | ||
| 06 | Genetics | Kids & Family | 2.76× | ||
| 07 | General practitioner | Health | 2.71× | ||
| 08 | Mediaset | Technology & Electronics | 2.62× | ||
| 09 | Sanremo Music Festival | Music & Radio | 2.42× | ||
| 10 | Volunteering | Politics & Society | 2.33× | ||
| 11 | Subscription business model | Shopping | 2.27× | ||
| 12 | Internet & Social Media | 2.04× | |||
| 13 | Champagne | Food & Beverages | 1.95× | ||
| 14 | Diary | Kids & Family | 1.86× | ||
| 15 | Musical theatre | Movies & TV | 1.82× | ||
| 16 | Milk | Food & Beverages | 1.78× | ||
| 17 | Singer-songwriter | Music & Radio | 1.76× | ||
| 18 | Personal finance | Business & Career | 1.63× | ||
| 19 | Politics | Politics & Society | 1.53× | ||
| 20 | Banking | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.96× | |
| Tradition | CONSERVATISM | 1.57× | |
| Individualism | JOY | 1.49× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.80× | |
| Indulgence | JOY | 0.88× | |
| Sports Activity | POWER | 0.88× |
Word has an estimated audience of 3,959,977 people in Italy, concentrated in Lombardy and Campania.
62.5% of Word fans are female, 37.5% are male, with an average age of 43.1 years.
Word fans show strongest brand affinity for Wikipedia (4.93×), WhatsApp (2.04×), and Satire (3.89×) over the country average.
Word fans in Italy are most concentrated in Lombardy (reach ~800K), Campania (reach ~600K), and Lazio (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Word itself, the audience over-indexes on WhatsApp (2.04×), Satire (3.89×), Genetics (2.76×), and Volunteering (2.33×) 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 Word. 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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