A data profile of the people who buy, follow and care about IKEA in Canada — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 7,603,806 people in Canada.
The average IKEA fan in Canada is 41.0 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Ready-to-assemble furniture, Rona, simons, with strongest over-indexing on Ready-to-assemble furniture (7.58× the country average).
Demographically, the IKEA audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Individualism, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical IKEA fan in Canada is more female, around 41.0 years old, with strong Individualism tendencies and a notable affinity for Ready-to-assemble furniture.
The key figures that characterise the IKEA profile in Canada.
61.5% are female, 38.5% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 61.5% |
| Male | 38.5% |
| Average age | 41.0 |
| Estimated audience size | 7,603,806 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 24% |
of the worldwide IKEA audience comes from Canada.
| Country | Share |
|---|---|
| United States | 14.9% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~3.5M | 2.00× | |
| 02 | Ontario | ~4.5M | 1.42× | |
| 03 | Alberta | ~1M | 1.25× | |
| 04 | British Columbia | ~1.5M | 1.20× | |
| 05 | Nova Scotia | ~300K | 1.18× | |
| 06 | Manitoba | ~300K | 1.09× | |
| 07 | New Brunswick | ~100K | 0.67× | |
| 08 | Prince Edward Island | ~20K | 0.48× | |
| 09 | Saskatchewan | ~100K | 0.46× | |
| 10 | Newfoundland and Labrador | ~30K | 0.27× |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 7.58× | ||
| 02 | simons | Shopping | 3.24× | ||
| 03 | Carter's | Fashion & Accessoires | 3.17× | ||
| 04 | Rona | Home & Garden | 2.78× | ||
| 05 | Reitmans | Fashion & Accessoires | 2.75× | ||
| 06 | HomeSense | Home & Garden | 2.62× | ||
| 07 | The Brick | Shopping | 2.44× | ||
| 08 | Gap Inc. | Shopping | 2.36× | ||
| 09 | Old Navy | Fashion & Accessoires | 2.34× | ||
| 10 | Giant Tiger | Shopping | 2.16× | ||
| 11 | La Presse (Canadian newspaper) | News | 2.08× | ||
| 12 | Bed | Home & Garden | 2.03× | ||
| 13 | Michaels Stores | Arts & Culture | 2.01× | ||
| 14 | Home repair | Home & Garden | 2.00× | ||
| 15 | Hardware store | Home & Garden | 1.96× | ||
| 16 | Aritzia | Fashion & Accessoires | 1.84× | ||
| 17 | Home Appliances | Home & Garden | 1.80× | ||
| 18 | Montreal | Travel & Leisure | 1.71× | ||
| 19 | Quebec | Travel & Leisure | 1.70× | ||
| 20 | Furniture | Home & Garden | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.71× | |
| Patriotism | CONSERVATISM | 1.23× | |
| Career Orientation | POWER | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.64× | |
| Sports Activity | POWER | 0.67× | |
| Spirituality | BALANCE | 0.81× |
IKEA's target market in Canada covers an estimated 7,603,806 people, concentrated in Ontario and Quebec.
61.5% of the IKEA audience are female, 38.5% are male, with an average age of 41.0 years.
IKEA fans show strongest brand affinity for Ready-to-assemble furniture (7.58×), Rona (2.78×), and simons (3.24×) over the country average.
IKEA fans in Canada are most concentrated in Ontario (reach ~4.5M), Quebec (reach ~3.5M), and British Columbia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond IKEA itself, the audience over-indexes on Rona (2.78×), simons (3.24×), Old Navy (2.34×), and HomeSense (2.62×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada 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 Canada. 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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