A data profile of the people who buy, follow and care about IKEA in Spain — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 10,832,052 people in Spain.
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 Quality Awareness, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical IKEA fan in Spain is more female, around 45.4 years old, with strong Quality Awareness tendencies and a notable affinity for El Mueble.
The key figures that characterise the IKEA profile in Spain.
70.5% are female, 29.5% are male, average age 45.4.
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 45.4 |
| Estimated audience size | 10,832,052 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 29% | |
| 50+ | 31% |
of the worldwide IKEA audience comes from Spain.
| Country | Share |
|---|---|
| United States | 14.9% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~2.5M | 1.28× | |
| 02 | Community of Madrid | ~2M | 1.18× | |
| 03 | Andalusia | ~2.5M | 1.14× | |
| 04 | Principality of Asturias | ~300K | 1.10× | |
| 05 | Galicia | ~500K | 1.08× | |
| 06 | Region of Murcia | ~400K | 1.08× | |
| 07 | Comunidad Valenciana | ~1.5M | 1.03× | |
| 08 | Basque Autonomous Country | ~400K | 1.02× | |
| 09 | Aragon | ~300K | 1.01× | |
| 10 | Cantabria | ~100K | 0.98× | |
| 11 | Castilla-La Mancha | ~400K | 0.97× | |
| 12 | Castile and León | ~400K | 0.94× | |
| 13 | Extremadura | ~200K | 0.89× | |
| 14 | Navarre | ~100K | 0.89× | |
| 15 | Balearic Islands | ~300K | 0.87× | |
| 16 | La Rioja | ~60K | 0.79× | |
| 17 | Canary Islands | ~400K | 0.76× |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 4.95× | ||
| 02 | El Mueble | Home & Garden | 3.93× | ||
| 03 | Cortefiel | Fashion & Accessoires | 3.46× | ||
| 04 | JYSK | Home & Garden | 3.46× | ||
| 05 | Living room | Home & Garden | 3.40× | ||
| 06 | Bedroom | Home & Garden | 3.31× | ||
| 07 | Leroy Merlin | Shopping | 3.07× | ||
| 08 | Parfois (fashion accessories) | Fashion & Accessoires | 2.71× | ||
| 09 | Semana | News | 2.66× | ||
| 10 | Brico Dépôt | Shopping | 2.59× | ||
| 11 | Diez Minutos | News | 2.43× | ||
| 12 | Revista HOLA | News | 2.38× | ||
| 13 | Aldi | Shopping | 2.29× | ||
| 14 | Home Appliances | Home & Garden | 2.19× | ||
| 15 | Lidl | Shopping | 2.03× | ||
| 16 | Barcelona | Travel & Leisure | 1.82× | ||
| 17 | Woman | Kids & Family | 1.78× | ||
| 18 | Recipes | Food & Beverages | 1.64× | ||
| 19 | House | Home & Garden | 1.57× | ||
| 20 | Design | Home & Garden | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.53× | |
| Design Affinity | PREMIUM | 1.44× | |
| DIY Mentality | THRILL | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.61× | |
| Extroversion | THRILL | 0.64× | |
| Patriotism | CONSERVATISM | 0.64× |
IKEA's target market in Spain covers an estimated 10,832,052 people, concentrated in Catalonia and Andalusia.
70.5% of the IKEA audience are female, 29.5% are male, with an average age of 45.4 years.
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.
IKEA fans in Spain are most concentrated in Catalonia (reach ~2.5M), Andalusia (reach ~2.5M), and Community of Madrid (reach ~2M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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