A data profile of the people who buy, follow and care about IKEA in Italy — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 17,747,839 people in Italy.
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 DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical IKEA fan in Italy is more female, around 43.1 years old, with strong DIY Mentality tendencies and a notable affinity for Ready-to-assemble furniture.
The key figures that characterise the IKEA profile in Italy.
61.6% are female, 38.4% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 61.6% |
| Male | 38.4% |
| Average age | 43.1 |
| Estimated audience size | 17,747,839 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 27% |
of the worldwide IKEA audience comes from Italy.
| Country | Share |
|---|---|
| United States | 14.9% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~1.5M | 1.34× | |
| 02 | Lombardy | ~4M | 1.30× | |
| 03 | Lazio | ~3M | 1.30× | |
| 04 | Campania | ~2.5M | 1.18× | |
| 05 | Emilia-Romagna | ~1.5M | 1.15× | |
| 06 | Piedmont | ~1.5M | 1.14× | |
| 07 | Liguria | ~600K | 1.12× | |
| 08 | Sicilia | ~1.5M | 1.11× | |
| 09 | Abruzzo | ~400K | 1.09× | |
| 10 | Veneto | ~1.5M | 1.08× | |
| 11 | Marche | ~500K | 1.03× | |
| 12 | Friuli-Venezia Giulia | ~300K | 1.03× | |
| 13 | Puglia | ~1M | 1.00× | |
| 14 | Trentino-Alto Adige/Südtirol | ~300K | 0.86× | |
| 15 | Umbria | ~200K | 0.83× | |
| 16 | Calabria | ~400K | 0.77× | |
| 17 | Sardinia | ~400K | 0.75× | |
| 18 | Basilicata | ~100K | 0.72× | |
| 19 | Molise | ~60K | 0.66× | |
| 20 | Aosta Valley | ~30K | 0.56× |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 6.15× | ||
| 02 | Linens | Home & Garden | 3.54× | ||
| 03 | Leroy Merlin | Shopping | 3.42× | ||
| 04 | Living room | Home & Garden | 3.31× | ||
| 05 | Bedroom | Home & Garden | 3.18× | ||
| 06 | Big-box store | Shopping | 2.68× | ||
| 07 | OVS | Fashion & Accessoires | 2.50× | ||
| 08 | Home Appliances | Home & Garden | 2.09× | ||
| 09 | Door | Home & Garden | 2.07× | ||
| 10 | Bathroom | Home & Garden | 1.96× | ||
| 11 | Conad | Shopping | 1.95× | ||
| 12 | Esselunga | Shopping | 1.90× | ||
| 13 | Marriage | Kids & Family | 1.86× | ||
| 14 | Bed | Home & Garden | 1.86× | ||
| 15 | Kitchen | Home & Garden | 1.70× | ||
| 16 | Lidl | Shopping | 1.69× | ||
| 17 | 3BMeteo | News | 1.65× | ||
| 18 | Furniture | Home & Garden | 1.62× | ||
| 19 | Recipes | Food & Beverages | 1.60× | ||
| 20 | Child | Kids & Family | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.45× | |
| Quality Awareness | PREMIUM | 1.36× | |
| Creativity | OPEN | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.51× | |
| Patriotism | CONSERVATISM | 0.63× | |
| Individualism | JOY | 0.69× |
IKEA's target market in Italy covers an estimated 17,747,839 people, concentrated in Lombardy and Lazio.
61.6% of the IKEA audience are female, 38.4% are male, with an average age of 43.1 years.
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.
IKEA fans in Italy are most concentrated in Lombardy (reach ~4M), Lazio (reach ~3M), and Campania (reach ~2.5M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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