IKEA Audience in United Kingdom
IKEA has an estimated audience of 16,271,546 people in United Kingdom. 68.9% are female, 31.1% are male, average age 44.5. Top regions: England, South East, North West. Top brand affinities: Matalan, Dunelm, Ready-to-assemble furniture, B&Q, Debenhams.
The average IKEA fan in United Kingdom is 44.5 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, North West. Top brand affinities include Matalan, Dunelm, Ready-to-assemble furniture, with strongest over-indexing on Matalan (3.1× the country average). Demographically, the IKEA audience skews more female with an average age of 44.5, and over-indexes on personality traits such as Indulgence, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of IKEA fans
| Metric | Value |
|---|---|
| Female | 68.9% |
| Male | 31.1% |
| Average age | 44.5 |
| Estimated audience size | 16,271,546 |
Audience persona
The typical IKEA fan in United Kingdom is more female, around 44.5 years old, with strong Indulgence tendencies and a notable affinity for Matalan.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 12,203,660 | 0.83× |
| South East | 2,275,979 | 1.04× |
| North West | 2,180,310 | 1.25× |
| Greater London | 1,955,438 | 0.92× |
| Scotland | 1,573,210 | 1.07× |
| East of England | 1,551,156 | 1.04× |
| South West | 1,517,412 | 1.13× |
| East Midlands | 1,337,865 | 1.17× |
| Yorkshire and the Humber | 1,071,118 | 0.82× |
| Wales | 926,355 | 1× |
| North East | 557,191 | 0.88× |
| Northern Ireland | 549,810 | 1.1× |
| West Midlands | 514,351 | 0.74× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Matalan | 3.1× | Shopping |
| Dunelm | 3.25× | Home & Garden |
| Ready-to-assemble furniture | 7.24× | Home & Garden |
| B&Q | 2.63× | Shopping |
| Debenhams | 2.58× | Fashion & Accessoires |
| Home Bargains | 2.31× | Shopping |
| Pets | 1.56× | Pets & Animals |
| Wickes | 2.52× | Home & Garden |
| Argos (retailer) | 2.18× | Shopping |
| DFS (British retailer) | 3.67× | Shopping |
| Garden furniture | 3.01× | Home & Garden |
| Bedroom furniture | 3.6× | Home & Garden |
| Hobbycraft | 3.07× | Home & Garden |
| Very (online retailer) | 1.89× | |
| Living room | 2.8× | Home & Garden |
| Habitat (retailer) | 4.1× | Home & Garden |
| TK Maxx | 2.21× | Shopping |
| Household goods | 2.89× | Home & Garden |
| Garden | 1.54× | Home & Garden |
| Home Appliances | 2.02× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.55 |
| DIY Mentality | THRILL | 1.47 |
| Convenience Orientation | PREMIUM | 1.4 |
| Individualism | JOY | 1.36 |
| Family Orientation | CONSERVATISM | 1.31 |
| Luxury Orientation | PREMIUM | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 6.9% |
| Germany | 5.6% |
See IKEA audiences in other countries
More Furniture audiences in United Kingdom
- Wayfair (5,077,293)
- West Elm (2,124,453)
- Haworth (company) (892,485)
- JYSK (662,577)
- Hay (332,548)
Frequently asked questions
How many fans does IKEA have in United Kingdom?
IKEA has an estimated audience of 16,271,546 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of IKEA fans?
68.9% of IKEA fans are female, 31.1% are male, with an average age of 44.5 years.
Which brands do IKEA fans like most?
IKEA fans show strongest brand affinity for Matalan (3.1×), Dunelm (3.25×), and Ready-to-assemble furniture (7.24×) over the country average.
Where do IKEA fans live in United Kingdom?
IKEA fans in United Kingdom are most concentrated in England (reach 12,203,660), South East (reach 2,275,979), and North West (reach 2,180,310). 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 Dunelm (3.25×), Ready-to-assemble furniture (7.24×), B&Q (2.63×), and Debenhams (2.58×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.