A data profile of the people who buy, follow and care about IKEA in Denmark — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 4,425,000 people in Denmark.
IKEA has an estimated audience of 4,425,000 people in Denmark. 70.7% are female, 29.3% are male, average age 44.2. Top brand affinities: Matas (drug store), Føtex, Ready-to-assemble furniture, ILVA, Søstrene Grene.
Top brand affinities include Matas (drug store), Føtex, Ready-to-assemble furniture, with strongest over-indexing on Matas (drug store) (1.76× the country average).
Demographically, the IKEA audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Convenience Orientation, Luxury Orientation.
The typical IKEA fan in Denmark is more female, around 44.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Matas (drug store).
The key figures that characterise the IKEA profile in Denmark.
70.7% are female, 29.3% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 70.7% |
| Male | 29.3% |
| Average age | 44.2 |
| Estimated audience size | 4,425,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 16% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide IKEA audience comes from Denmark.
| Country | Share |
|---|---|
| United States | 15.0% |
| Japan | 6.8% |
| Germany | 5.5% |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 4.30× | ||
| 02 | ILVA | Home & Garden | 2.34× | ||
| 03 | Søstrene Grene | Fashion & Accessoires | 2.17× | ||
| 04 | Bo Bedre | Home & Garden | 2.11× | ||
| 05 | Townhouse | Home & Garden | 2.09× | ||
| 06 | Royal Copenhagen | Home & Garden | 2.05× | ||
| 07 | Children's clothing | Fashion & Accessoires | 1.97× | ||
| 08 | ALT for damerne | News | 1.95× | ||
| 09 | Ude og Hjemme | News | 1.92× | ||
| 10 | Matas (drug store) | Shopping | 1.76× | ||
| 11 | Terraced house | Home & Garden | 1.76× | ||
| 12 | Bed | Home & Garden | 1.72× | ||
| 13 | Living room | Home & Garden | 1.71× | ||
| 14 | Wool | Fashion & Accessoires | 1.71× | ||
| 15 | Holiday cottage | Travel & Leisure | 1.67× | ||
| 16 | Summer house | Travel & Leisure | 1.66× | ||
| 17 | Kvickly | Food & Beverages | 1.65× | ||
| 18 | Danish design | Home & Garden | 1.61× | ||
| 19 | Bathroom | Home & Garden | 1.55× | ||
| 20 | Føtex | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.64× | |
| Luxury Orientation | PREMIUM | 1.63× | |
| Urban Lifestyle | OPEN | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.60× | |
| Social Media Usage | JOY | 0.66× | |
| Travelling | THRILL | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Denmark 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 Denmark. 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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