A data profile of the people who buy, follow and care about IKEA in Australia — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 9,020,760 people in Australia.
The average IKEA fan in Australia is 44.8 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Freedom Furniture, Spotlight (software), Ready-to-assemble furniture, with strongest over-indexing on Freedom Furniture (5.2× the country average).
Demographically, the IKEA audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Price Sensitivity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical IKEA fan in Australia is more female, around 44.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Freedom Furniture.
The key figures that characterise the IKEA profile in Australia.
70.2% are female, 29.8% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 70.2% |
| Male | 29.8% |
| Average age | 44.8 |
| Estimated audience size | 9,020,760 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide IKEA audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.0% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Australian Capital Territory | ~300K | 1.63× | |
| 02 | Western Australia | ~1.5M | 1.41× | |
| 03 | South Australia | ~900K | 1.26× | |
| 04 | Queensland | ~2.5M | 1.23× | |
| 05 | New South Wales | ~3.5M | 1.09× | |
| 06 | Victoria | ~2.5M | 0.93× | |
| 07 | Tasmania | ~50K | 0.27× | |
| 08 | Northern Territory | ~20K | 0.23× |
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 | Freedom Furniture | Home & Garden | 5.20× | ||
| 03 | Bedroom furniture | Home & Garden | 3.55× | ||
| 04 | Adairs | Home & Garden | 3.19× | ||
| 05 | Spotlight (software) | Technology & Electronics | 2.79× | ||
| 06 | Household goods | Home & Garden | 2.79× | ||
| 07 | Living room | Home & Garden | 2.67× | ||
| 08 | Bedding | Home & Garden | 2.42× | ||
| 09 | Costco | Shopping | 2.30× | ||
| 10 | Home construction | Home & Garden | 2.25× | ||
| 11 | Country Road | Fashion & Accessoires | 2.22× | ||
| 12 | Target Corporation | Shopping | 2.20× | ||
| 13 | Ninemsn | News | 2.16× | ||
| 14 | Kmart | Shopping | 2.07× | ||
| 15 | Bed | Home & Garden | 2.06× | ||
| 16 | Big W | Shopping | 2.02× | ||
| 17 | Harvey Norman | Shopping | 1.99× | ||
| 18 | Aldi | Shopping | 1.93× | ||
| 19 | Gift | Shopping | 1.63× | ||
| 20 | Furniture | Home & Garden | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.67× | |
| Community Orientation | OPEN | 1.53× | |
| Quality Awareness | PREMIUM | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.69× | |
| Risk Appetite | THRILL | 0.70× | |
| Luxury Orientation | PREMIUM | 0.91× |
IKEA's target market in Australia covers an estimated 9,020,760 people, concentrated in New South Wales and Queensland.
70.2% of the IKEA audience are female, 29.8% are male, with an average age of 44.8 years.
IKEA fans show strongest brand affinity for Freedom Furniture (5.2×), Spotlight (software) (2.79×), and Ready-to-assemble furniture (6.34×) over the country average.
IKEA fans in Australia are most concentrated in New South Wales (reach ~3.5M), Queensland (reach ~2.5M), and Victoria (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond IKEA itself, the audience over-indexes on Spotlight (software) (2.79×), Ready-to-assemble furniture (6.34×), Big W (2.02×), and Costco (2.3×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia 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 Australia. 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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