• 49%578,539 Males
• 51%602,152 Females

Largest group: Females at 51%

Largest group: 30-49 at 40.6%

• Less than secondary / high school31.9%376,640
• Secondary / high school graduate26%306,980
• Post-secondary vocational / technical training12.9%152,309
• Some college / university – no degree7.6%89,733
• Associate / short-cycle tertiary diploma2.1%24,795
• Bachelor's degree11.5%135,779
• Master's degree (MA, MSc, MBA, etc.)6%70,841
• Professional degree (MD, DDS, LLB, JD, etc.)1.3%15,349
• Doctorate (PhD, EdD)0.7%8,265

Largest group: Less than secondary / high school at 31.9%

• Married / Civil Partnership49.5%584,442
• Single / Never Married27.7%327,051
• Divorced6.7%79,106
• Widowed / Separated7.5%88,552
• Living with Partner (Cohabiting)8.6%101,539

Largest group: Married / Civil Partnership at 49.5%

• Millennials (born 1981–1996)32.7%386,086
• Gen X (born 1965–1980)27.7%327,051
• Gen Z (born 1997–2012)20.9%246,764
• Baby Boomers (born 1946–1964)15.2%179,465
• Silent Generation (born before 1946)3.5%41,324

Largest group: Millennials (born 1981–1996) at 32.7%

• Full-Time Employee36%425,049
• Retired14.9%175,923
• Self-Employed / Contract / Freelance9.7%114,527
• Homemaker9.1%107,443
• Student8.8%103,901
• Part-Time Employee6.9%81,468
• Unemployed5.6%66,119
• Occasional or Seasonal Work3.2%37,782

Largest group: Full-Time Employee at 36%

Largest group: Lower-Middle Household Income · €25,000 – €34,999 at 20.5%

Largest group: Middle Income · €20,000 – €27,999 at 21.5%

• Debit Card Users16.4%193,633
• Online / Mobile Banking Users14.4%170,020
• Credit Card Holders12%141,683
• Digital Wallet / Mobile Money Users9.2%108,624
• Life Insurance Policy Holders9.1%107,443
• Home Loan / Mortgage Holders8.7%102,720
• Retirement / Pension Savers7%82,648
• Personal Loan Holders6.6%77,926

Largest group: Debit Card Users at 16.4%

• Own Primary Residence52.1%615,140
• Rent Primary Residence14.6%172,381
• Live with Family Member(s) in Their Residence26.7%315,244
• Live in Student / University Accommodation2.7%31,879
• Other Living Arrangement3.9%46,047

Largest group: Own Primary Residence at 52.1%

• 23.5%277,462Apartment / Flat – with balcony or garden
• 21.6%255,029Detached House
• 16.2%191,272Apartment / Flat – no outside space
• 9%106,262Terraced / Row House / Townhouse
• 8.5%100,359Semi-Detached House
• 6.9%81,468Bungalow / Single-Storey House
• 6.7%79,106Condominium / Serviced Apartment
• 2.4%28,337Cottage / Farmhouse
• 2.3%27,156Dormitory / Hostel / Group Quarters
• 1.6%18,891Other Dwelling Type
• 1.3%15,349Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 23.5%

Largest group: 18+ Years (adult children) at 32%

• Primary Grocery Shoppers15.3%180,646
• Household Head / Main Earner14.3%168,839
• Household Budget Managers11.3%133,418
• Multi-Generational Households9.5%112,166
• Dual-Income Households9.4%110,985
• Single Parents9.2%108,624
• Grandparents Caring for Grandchildren8.6%101,539
• Children's Education Decision Makers7.3%86,190

Largest group: Primary Grocery Shoppers at 15.3%

• Household Service Decision Makers16.6%195,995
• Home Maintenance & Handyman Service Users14%165,297
• Residential Cleaning / Domestic Help Users13.7%161,755
• Plumbing Service Customers12.9%152,309
• Laundry / Dry-Cleaning Service Users10.5%123,973
• Electrical Repair Service Customers9.9%116,888
• Air-Conditioning / Cooling Service Customers8.2%96,817
• Landlords & Property Managers8.1%95,636

Largest group: Household Service Decision Makers at 16.6%

• Italian95%1,121,656
• Romanian1.5%17,710
• Other ethnic groups / minorities1.5%17,710
• Albanian1%11,807
• North African0.5%5,903
• Latin American0.5%5,903

Largest group: Italian at 95%

• Lombardy17.1%201,898
• Lazio10.2%120,430
• Campania9.2%108,624
• Veneto8.3%97,997
• Sicily7.8%92,094
• Emilia-Romagna7.7%90,913
• Piedmont7.1%83,829
• Apulia6.2%73,203
• Tuscany6.2%73,203
• Calabria3.1%36,601

Largest group: Lombardy at 17.1%

Automotive

• 39%460,469Mass-Market Car Owners
• 18.7%220,789Car Insurance Policy Holders
• 10.6%125,153Motorcycle / Scooter Owners
• 9.6%113,346Vehicle Service & Repair Decision Makers

Technology & Digital Usage

• 22.9%270,378Android Smartphone Users
• 13.4%158,213iOS Smartphone Users
• 10%118,069Generative AI & Chatbot Users
• 9.2%108,6245G Mobile Network Users

Travel

• 16%188,911Frequent Domestic Travellers (3+ trips a year)
• 15.2%179,465Family Vacationers
• 13.1%154,671International Travellers
• 9.5%112,166Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 13%153,490Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 12.2%144,044Gardeners & Home Growers
• 11%129,876DIY & Home Improvement Enthusiasts
• 9.3%109,804Volunteers & Community Participants

Media & Entertainment

• 18.4%217,247OTT / Subscription Video Streaming Subscribers
• 13.1%154,671Music Streaming Users
• 12.9%152,309Linear / Pay-TV Viewers
• 10.7%126,334Free Ad-Supported Video Platform Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 29.3%345,942Non-Tobacco / Nicotine Users
• 19.6%231,415Adult Tobacco Product Users
• 18.8%221,970Wine & Spirits Consumers
• 12.6%148,767Former Tobacco / Nicotine Users

Consumer Electronics Ownership & Purchase

• 15.4%181,826Laptop / Desktop Computer Owners
• 14.8%174,742Consumer Electronics Purchase Decision Makers
• 12.3%145,225Audio / Headphone Device Owners
• 11.4%134,599Smart TV Owners

Content Creators & Social Media Influence

• 25.3%298,715Casual Social Media Content Posters
• 13.8%162,935Long-Form Video Creators
• 13.1%154,671Photo & Visual Content Creators
• 10.8%127,515Short-Form Video Creators