A data profile of the people who buy, follow and care about Yarn in Italy — modelled from more than twelve digital signal sources. Yarn has an estimated audience of 5,531,533 people in Italy.
The average Yarn fan in Italy is 45.7 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Sewing, Knitting, Sewing machine, with strongest over-indexing on Sewing (7.68× the country average).
Demographically, the Yarn audience skews more female with an average age of 45.7, and over-indexes on personality traits such as Creativity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Yarn fan in Italy is more female, around 45.7 years old, with strong Creativity tendencies and a notable affinity for Sewing.
The key figures that characterise the Yarn profile in Italy.
80.3% are female, 19.7% are male, average age 45.7.
| Metric | Value |
|---|---|
| Female | 80.3% |
| Male | 19.7% |
| Average age | 45.7 |
| Estimated audience size | 5,531,533 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 11% | |
| 30-39 | 17% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide Yarn audience comes from Italy.
| Country | Share |
|---|---|
| United States | 15.1% |
| Brazil | 6.3% |
| Japan | 6.0% |
Where the Yarn audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1.5M | 1.39× | |
| 02 | Lazio | ~900K | 1.28× | |
| 03 | Veneto | ~600K | 1.28× | |
| 04 | Tuscany | ~500K | 1.27× | |
| 05 | Trentino-Alto Adige/Südtirol | ~100K | 1.17× | |
| 06 | Piedmont | ~500K | 1.14× | |
| 07 | Emilia-Romagna | ~500K | 1.13× | |
| 08 | Sicilia | ~500K | 1.06× | |
| 09 | Friuli-Venezia Giulia | ~100K | 1.03× | |
| 10 | Campania | ~600K | 0.99× | |
| 11 | Liguria | ~200K | 0.97× | |
| 12 | Aosta Valley | ~10K | 0.97× | |
| 13 | Puglia | ~400K | 0.96× | |
| 14 | Molise | ~20K | 0.94× | |
| 15 | Umbria | ~80K | 0.91× | |
| 16 | Marche | ~100K | 0.90× | |
| 17 | Abruzzo | ~100K | 0.89× | |
| 18 | Basilicata | ~40K | 0.88× | |
| 19 | Sardinia | ~100K | 0.87× | |
| 20 | Calabria | ~100K | 0.85× |
The strongest cross-interests of the Yarn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing | Home & Garden | 7.68× | ||
| 02 | Sewing machine | Home & Garden | 7.12× | ||
| 03 | Knitting | Home & Garden | 6.89× | ||
| 04 | Flower bouquet | Home & Garden | 2.98× | ||
| 05 | Maisons du Monde | Home & Garden | 2.91× | ||
| 06 | Tableware | Food & Beverages | 2.78× | ||
| 07 | Face powder | Beauty & Wellness | 2.76× | ||
| 08 | Designer clothing | Fashion & Accessoires | 2.33× | ||
| 09 | Confectionery | Food & Beverages | 2.32× | ||
| 10 | Kitchenware | Home & Garden | 2.21× | ||
| 11 | Do it yourself (DIY) | Home & Garden | 2.03× | ||
| 12 | Genetics | Kids & Family | 2.02× | ||
| 13 | Tradition | Politics & Society | 2.00× | ||
| 14 | Crafts | Home & Garden | 1.76× | ||
| 15 | Nonprofit organization | Politics & Society | 1.75× | ||
| 16 | Innovation | Business & Career | 1.74× | ||
| 17 | Diary | Kids & Family | 1.74× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.59× | ||
| 19 | Lidl | Shopping | 1.55× | ||
| 20 | Health care | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 2.76× | |
| DIY Mentality | THRILL | 1.77× | |
| Design Affinity | PREMIUM | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.79× | |
| Patriotism | CONSERVATISM | 0.84× | |
| Luxury Orientation | PREMIUM | 0.88× |
Yarn has an estimated audience of 5,531,533 people in Italy, concentrated in Lombardy and Lazio.
80.3% of Yarn fans are female, 19.7% are male, with an average age of 45.7 years.
Yarn fans show strongest brand affinity for Sewing (7.68×), Knitting (6.89×), and Sewing machine (7.12×) over the country average.
Yarn fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~900K), and Campania (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Yarn itself, the audience over-indexes on Knitting (6.89×), Sewing machine (7.12×), Do it yourself (DIY) (2.03×), and Confectionery (2.32×) 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 Yarn. 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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