A data profile of the people who buy, follow and care about IKEA in Finland — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 3,279,565 people in Finland.
IKEA has an estimated audience of 3,279,565 people in Finland. 73.3% are female, 26.7% are male, average age 43.8. Top brand affinities: MTV3, Lidl, Helsinki, Stockmann, Clas Ohlson.
Top brand affinities include MTV3, Lidl, Helsinki, with strongest over-indexing on MTV3 (1.6× the country average).
Demographically, the IKEA audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Urban Lifestyle, Need for Security.
The typical IKEA fan in Finland is more female, around 43.8 years old, with strong Urban Lifestyle tendencies and a notable affinity for MTV3.
The key figures that characterise the IKEA profile in Finland.
73.3% are female, 26.7% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 73.3% |
| Male | 26.7% |
| Average age | 43.8 |
| Estimated audience size | 3,279,565 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide IKEA audience comes from Finland.
| 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 | 4.27× | ||
| 02 | KappAhl | Fashion & Accessoires | 2.59× | ||
| 03 | Ellos | Shopping | 2.25× | ||
| 04 | Iittala | Home & Garden | 2.09× | ||
| 05 | Lindex | Fashion & Accessoires | 2.07× | ||
| 06 | Sokos | Shopping | 1.90× | ||
| 07 | Stockmann | Shopping | 1.89× | ||
| 08 | Clas Ohlson | Shopping | 1.81× | ||
| 09 | Marimekko | Home & Garden | 1.81× | ||
| 10 | Gina Tricot | Fashion & Accessoires | 1.78× | ||
| 11 | Summer house | Travel & Leisure | 1.77× | ||
| 12 | Terraced house | Home & Garden | 1.76× | ||
| 13 | MTV3 | Movies & TV | 1.60× | ||
| 14 | Lidl | Shopping | 1.60× | ||
| 15 | K-rauta | Shopping | 1.57× | ||
| 16 | Aurinkomatkat | Travel & Leisure | 1.56× | ||
| 17 | Helsinki | Travel & Leisure | 1.54× | ||
| 18 | Sweden | Travel & Leisure | 1.54× | ||
| 19 | Viking Line | Cars & Mobility | 1.51× | ||
| 20 | Danske Bank | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.22× | |
| Need for Security | CONSERVATISM | 1.16× | |
| Social Media Usage | JOY | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.55× | |
| Patriotism | CONSERVATISM | 0.56× | |
| Travelling | THRILL | 0.69× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland 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 Finland. 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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