IKEA Audience in Italy
IKEA has an estimated audience of 17,747,839 people in Italy. 61.6% are female, 38.4% are male, average age 43.1. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Ready-to-assemble furniture, Leroy Merlin, Living room, Bedroom, Conad.
The average IKEA fan in Italy is 43.1 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Ready-to-assemble furniture, Leroy Merlin, Living room, with strongest over-indexing on Ready-to-assemble furniture (6.15× the country average). Demographically, the IKEA audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Quality Awareness, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of IKEA fans
| Metric | Value |
|---|---|
| Female | 61.6% |
| Male | 38.4% |
| Average age | 43.1 |
| Estimated audience size | 17,747,839 |
Audience persona
The typical IKEA fan in Italy is more female, around 43.1 years old, with strong Quality Awareness tendencies and a notable affinity for Ready-to-assemble furniture.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 4,052,432 | 1.3× |
| Lazio | 2,818,066 | 1.3× |
| Campania | 2,360,489 | 1.18× |
| Sicilia | 1,707,080 | 1.11× |
| Emilia-Romagna | 1,661,590 | 1.15× |
| Tuscany | 1,580,815 | 1.34× |
| Veneto | 1,517,640 | 1.08× |
| Piedmont | 1,502,332 | 1.14× |
| Puglia | 1,221,197 | 1× |
| Liguria | 557,820 | 1.12× |
| Marche | 455,917 | 1.03× |
| Abruzzo | 427,944 | 1.09× |
| Calabria | 415,982 | 0.77× |
| Sardinia | 373,744 | 0.75× |
| Friuli-Venezia Giulia | 344,812 | 1.03× |
| Trentino-Alto Adige/Südtirol | 289,377 | 0.86× |
| Umbria | 238,436 | 0.83× |
| Basilicata | 115,840 | 0.71× |
| Molise | 54,958 | 0.65× |
| Aosta Valley | 24,748 | 0.55× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ready-to-assemble furniture | 6.15× | Home & Garden |
| Leroy Merlin | 3.42× | Shopping |
| Living room | 3.31× | Home & Garden |
| Bedroom | 3.18× | Home & Garden |
| Conad | 1.95× | Shopping |
| Esselunga | 1.9× | Shopping |
| Home Appliances | 2.09× | Home & Garden |
| Furniture | 1.62× | Home & Garden |
| Recipes | 1.6× | Food & Beverages |
| Linens | 3.54× | Home & Garden |
| Child | 1.52× | Kids & Family |
| Marriage | 1.86× | Kids & Family |
| OVS | 2.5× | Fashion & Accessoires |
| Pope Francis | 1.53× | Politics & Society |
| Lidl | 1.69× | Shopping |
| Bed | 1.86× | Home & Garden |
| Door | 2.07× | Home & Garden |
| Kitchen | 1.7× | Home & Garden |
| Bathroom | 1.96× | Home & Garden |
| Big-box store | 2.68× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.43 |
| Community Orientation | OPEN | 1.24 |
| DIY Mentality | THRILL | 1.23 |
| Design Affinity | PREMIUM | 1.22 |
| Family Orientation | CONSERVATISM | 1.18 |
| Creativity | OPEN | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 6.9% |
| Germany | 5.6% |
See IKEA audiences in other countries
More Furniture audiences in Italy
- Alessi (Italian company) (2,798,298)
- JYSK (2,224,710)
- SKLUM (2,177,449)
- Kartell (1,338,407)
- Conforama (1,245,413)
Frequently asked questions
How many fans does IKEA have in Italy?
IKEA has an estimated audience of 17,747,839 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of IKEA fans?
61.6% of IKEA fans are female, 38.4% are male, with an average age of 43.1 years.
Which brands do IKEA fans like most?
IKEA fans show strongest brand affinity for Ready-to-assemble furniture (6.15×), Leroy Merlin (3.42×), and Living room (3.31×) over the country average.
Where do IKEA fans live in Italy?
IKEA fans in Italy are most concentrated in Lombardy (reach 4,052,432), Lazio (reach 2,818,066), and Campania (reach 2,360,489). 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 Leroy Merlin (3.42×), Living room (3.31×), Bedroom (3.18×), and Conad (1.95×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy 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 Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.