A data profile of the people who buy, follow and care about IKEA in Austria — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 4,929,667 people in Austria.
The average IKEA fan in Austria is 40.3 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Spar (retailer), Müller (German trade company), Billa (supermarket), with strongest over-indexing on Spar (retailer) (1.53× the country average).
Demographically, the IKEA audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Luxury Orientation, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical IKEA fan in Austria is more female, around 40.3 years old, with strong Luxury Orientation tendencies and a notable affinity for Spar (retailer).
The key figures that characterise the IKEA profile in Austria.
67.1% are female, 32.9% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 67.1% |
| Male | 32.9% |
| Average age | 40.3 |
| Estimated audience size | 4,929,667 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 24% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 20% |
of the worldwide IKEA audience comes from Austria.
| Country | Share |
|---|---|
| United States | 14.9% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~1M | 1.23× | |
| 02 | Lower Austria | ~800K | 1.16× | |
| 03 | Upper Austria | ~700K | 1.10× | |
| 04 | Styria | ~600K | 1.01× | |
| 05 | Tyrol | ~300K | 0.95× | |
| 06 | Salzburg | ~300K | 0.95× | |
| 07 | Burgenland | ~100K | 0.95× | |
| 08 | Carinthia (state) | ~200K | 0.89× | |
| 09 | Vorarlberg | ~100K | 0.77× |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 6.34× | ||
| 02 | Ernsting's family | Shopping | 3.33× | ||
| 03 | JYSK | Home & Garden | 2.91× | ||
| 04 | C&A | Shopping | 2.90× | ||
| 05 | Tchibo | Shopping | 2.63× | ||
| 06 | Living room | Home & Garden | 2.57× | ||
| 07 | TK Maxx | Shopping | 2.37× | ||
| 08 | Müller (German trade company) | Shopping | 2.32× | ||
| 09 | Deichmann | Shopping | 2.29× | ||
| 10 | Bipa | Shopping | 2.06× | ||
| 11 | Woman | Kids & Family | 1.98× | ||
| 12 | H&M | Shopping | 1.85× | ||
| 13 | Shop Apotheke | Shopping | 1.69× | ||
| 14 | Müller (company) | Food & Beverages | 1.65× | ||
| 15 | Kitchen | Home & Garden | 1.58× | ||
| 16 | Recipes | Food & Beverages | 1.57× | ||
| 17 | Billa (supermarket) | Shopping | 1.54× | ||
| 18 | Obi (store) | Shopping | 1.54× | ||
| 19 | Spar (retailer) | Shopping | 1.53× | ||
| 20 | Lidl | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.35× | |
| Early Adopter Mentality | POWER | 1.22× | |
| Travelling | THRILL | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.78× | |
| Urban Lifestyle | OPEN | 0.86× | |
| Design Affinity | PREMIUM | 0.89× |
IKEA's target market in Austria covers an estimated 4,929,667 people, concentrated in Vienna and Lower Austria.
67.1% of the IKEA audience are female, 32.9% are male, with an average age of 40.3 years.
IKEA fans show strongest brand affinity for Spar (retailer) (1.53×), Müller (German trade company) (2.32×), and Billa (supermarket) (1.54×) over the country average.
IKEA fans in Austria are most concentrated in Vienna (reach ~1M), Lower Austria (reach ~800K), and Upper Austria (reach ~700K). These three regions account for the largest share of the active audience.
Beyond IKEA itself, the audience over-indexes on Müller (German trade company) (2.32×), Billa (supermarket) (1.54×), Bipa (2.06×), and Ready-to-assemble furniture (6.34×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for IKEA. 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 Austria. 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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