IKEA Audience in Spain
IKEA has an estimated audience of 10,832,052 people in Spain. 70.5% are female, 29.5% are male, average age 45.4. Top regions: Catalonia, Andalusia, Community of Madrid. Top brand affinities: El Mueble, Semana, Ready-to-assemble furniture, Cortefiel, Parfois (fashion accessories).
The average IKEA fan in Spain is 45.4 years old, more female, and lives primarily in Catalonia. The audience is concentrated in Catalonia, Andalusia, Community of Madrid. Top brand affinities include El Mueble, Semana, Ready-to-assemble furniture, with strongest over-indexing on El Mueble (3.93× the country average). Demographically, the IKEA audience skews more female with an average age of 45.4, and over-indexes on personality traits such as DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of IKEA fans
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 45.4 |
| Estimated audience size | 10,832,052 |
Audience persona
The typical IKEA fan in Spain is more female, around 45.4 years old, with strong DIY Mentality tendencies and a notable affinity for El Mueble.
Top regions in Spain
| Region | Reach | Affinity |
|---|---|---|
| Catalonia | 2,512,043 | 1.28× |
| Andalusia | 2,434,607 | 1.14× |
| Community of Madrid | 2,154,991 | 1.18× |
| Comunidad Valenciana | 1,255,957 | 1.03× |
| Galicia | 546,816 | 1.08× |
| Castile and León | 445,346 | 0.94× |
| Castilla-La Mancha | 424,821 | 0.97× |
| Basque Autonomous Country | 411,684 | 1.02× |
| Canary Islands | 409,743 | 0.76× |
| Region of Murcia | 400,495 | 1.08× |
| Aragon | 288,645 | 1.01× |
| Principality of Asturias | 279,376 | 1.1× |
| Balearic Islands | 265,324 | 0.87× |
| Extremadura | 206,862 | 0.89× |
| Cantabria | 133,652 | 0.98× |
| Navarre | 120,923 | 0.89× |
| La Rioja | 55,485 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| El Mueble | 3.93× | Home & Garden |
| Semana | 2.66× | News |
| Ready-to-assemble furniture | 4.95× | Home & Garden |
| Cortefiel | 3.46× | Fashion & Accessoires |
| Parfois (fashion accessories) | 2.71× | Fashion & Accessoires |
| Design | 1.54× | Home & Garden |
| Leroy Merlin | 3.07× | Shopping |
| Aldi | 2.29× | Shopping |
| Living room | 3.4× | Home & Garden |
| Barcelona | 1.82× | Travel & Leisure |
| Brico Dépôt | 2.59× | Shopping |
| Woman | 1.78× | Kids & Family |
| Real Oviedo | 2.23× | Sports |
| Bedroom | 3.31× | Home & Garden |
| Lidl | 2.03× | Shopping |
| Home Appliances | 2.19× | Home & Garden |
| JYSK | 3.46× | Home & Garden |
| Revista HOLA | 2.38× | News |
| Diez Minutos | 2.43× | News |
| Recipes | 1.64× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.23 |
| Design Affinity | PREMIUM | 1.2 |
| Need for Security | CONSERVATISM | 1.19 |
| Family Orientation | CONSERVATISM | 1.18 |
| Quality Awareness | PREMIUM | 1.13 |
| Indulgence | JOY | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 6.9% |
| Germany | 5.6% |
See IKEA audiences in other countries
More Furniture audiences in Spain
- SKLUM (6,503,529)
- Conforama (4,605,409)
- Kave Home (3,710,312)
- JYSK (3,404,563)
- Roche Bobois (1,104,962)
Frequently asked questions
How many fans does IKEA have in Spain?
IKEA has an estimated audience of 10,832,052 people in Spain, concentrated in Catalonia and Andalusia.
What is the gender split and age of IKEA fans?
70.5% of IKEA fans are female, 29.5% are male, with an average age of 45.4 years.
Which brands do IKEA fans like most?
IKEA fans show strongest brand affinity for El Mueble (3.93×), Semana (2.66×), and Ready-to-assemble furniture (4.95×) over the country average.
Where do IKEA fans live in Spain?
IKEA fans in Spain are most concentrated in Catalonia (reach 2,512,043), Andalusia (reach 2,434,607), and Community of Madrid (reach 2,154,991). These three regions account for the largest share of the active audience.
What other brands do IKEA fans also like?
Beyond IKEA itself, the audience over-indexes on Semana (2.66×), Ready-to-assemble furniture (4.95×), Cortefiel (3.46×), and Parfois (fashion accessories) (2.71×) compared to the Spain average.
How to read this data
Audience size is the estimated number of people in Spain 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.