Rascasse Audience Intelligence

X Audience in Italy

A data profile of the people who buy, follow and care about X in Italy — modelled from more than twelve digital signal sources. X has an estimated audience of 14,334,693 people in Italy.

#5among Social media in Italy#20among Website / Newspaper / Magazine in Italy#8in Internet & Social Media

The average X fan in Italy is 40.0 years old, balanced, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Lazio, Campania.

Top brand affinities include Ring (jewellery), Earring, Nail art, with strongest over-indexing on Ring (jewellery) (1.61× the country average).

Demographically, the X audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Design Affinity, Creativity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.

The typical X fan in Italy is balanced, around 40.0 years old, with strong Design Affinity tendencies and a notable affinity for Ring (jewellery).

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the X profile in Italy.

Audience size
14.3M
in Italy
Gender
50.0%♀
50.0% male
Age
40.0
average years
Country rank
#271
Website / Newspaper / Magazine in Italy
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of X

50.0% are female, 50.0% are male, average age 40.0.

Fig. 02

Gender split

50.0%
Female
50.0%
Male
Demographic split for X audience in Italy
MetricValue
Female50.0%
Male50.0%
Average age40.0
Estimated audience size14,334,693
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the X audience in Italy
Age bracketShare%
16-1917%
20-2919%
30-3922%
40-4921%
50+21%
Fig. 04

Worldwide distribution

2.1%

of the worldwide X audience comes from Italy.

Worldwide audience distribution share by country for X
CountryShare
United States16.6%
China7.4%
United Kingdom3.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the X audience in Italy is strongest.

Fig. 05

Top regions by affinity

X fans by region: top regions in Italy
#RegionReachAffinity×
01Lazio~2.5M1.32×
02Campania~2M1.32×
03Lombardy~3M1.21×
04Tuscany~1M1.21×
05Puglia~1M1.19×
06Sardinia~500K1.13×
07Sicilia~1.5M1.11×
08Emilia-Romagna~1.5M1.10×
09Piedmont~1M1.06×
10Marche~400K1.05×
11Abruzzo~300K1.05×
12Veneto~1M1.00×
13Liguria~400K0.97×
14Calabria~400K0.96×
15Umbria~200K0.91×
16Friuli-Venezia Giulia~200K0.89×
17Trentino-Alto Adige/Südtirol~200K0.75×
18Basilicata~100K0.75×
19Molise~50K0.67×
20Aosta Valley~20K0.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the X audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for X audience
#·InterestCategoryAffinity×
01FreewareTechnology & Electronics1.75×
02Cocktail dressFashion & Accessoires1.68×
03PandoraFashion & Accessoires1.66×
04EarringFashion & Accessoires1.65×
05ClarinsBeauty & Wellness1.65×
06ShiseidoBeauty & Wellness1.64×
07Ring (jewellery)Fashion & Accessoires1.61×
08Jewelry designFashion & Accessoires1.59×
09Nail salonBeauty & Wellness1.58×
10International Women's DayPolitics & Society1.58×
11Nail polishBeauty & Wellness1.57×
12BodysuitFashion & Accessoires1.57×
13Natural skin careBeauty & Wellness1.55×
14Sol de JaneiroBeauty & Wellness1.55×
15GarnierBeauty & Wellness1.54×
16Nail artBeauty & Wellness1.52×
17PedicureBeauty & Wellness1.51×
18Party dressFashion & Accessoires1.51×
19Makeup LessonsBeauty & Wellness1.51×
20MAC CosmeticsBeauty & Wellness1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the X audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by X audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.14×
CreativityOPEN1.09×
ExtroversionTHRILL1.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by X audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.79×
Convenience OrientationPREMIUM0.83×
Risk AppetiteTHRILL0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does X have in Italy?

X has an estimated audience of 14,334,693 people in Italy, concentrated in Lombardy and Lazio.

02

What is the gender split and age of X fans?

50.0% of X fans are female, 50.0% are male, with an average age of 40.0 years.

03

Which brands do X fans like most?

X fans show strongest brand affinity for Ring (jewellery) (1.61×), Earring (1.65×), and Nail art (1.52×) over the country average.

04

Where do X fans live in Italy?

X fans in Italy are most concentrated in Lombardy (reach ~3M), Lazio (reach ~2.5M), and Campania (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do X fans also like?

Beyond X itself, the audience over-indexes on Earring (1.65×), Nail art (1.52×), Nail polish (1.57×), and Pedicure (1.51×) compared to the Italy average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Social media audiences in Italy

See X audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for X. 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.

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