A data profile of the people who buy, follow and care about IKEA in Sweden — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 7,875,000 people in Sweden.
IKEA has an estimated audience of 7,875,000 people in Sweden. 68.0% are female, 32.0% are male, average age 45.6. Top brand affinities: KappAhl, Gina Tricot, Lindex, JYSK, Ellos.
Top brand affinities include KappAhl, Gina Tricot, Lindex, with strongest over-indexing on KappAhl (2.48× the country average).
Demographically, the IKEA audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical IKEA fan in Sweden is more female, around 45.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for KappAhl.
The key figures that characterise the IKEA profile in Sweden.
68.0% are female, 32.0% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 68.0% |
| Male | 32.0% |
| Average age | 45.6 |
| Estimated audience size | 7,875,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 38% |
of the worldwide IKEA audience comes from Sweden.
| 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 | 3.41× | ||
| 02 | Cellbes | Fashion & Accessoires | 2.55× | ||
| 03 | KappAhl | Fashion & Accessoires | 2.48× | ||
| 04 | Hemtex | Home & Garden | 2.37× | ||
| 05 | Ellos | Shopping | 2.36× | ||
| 06 | Lindex | Fashion & Accessoires | 2.20× | ||
| 07 | JYSK | Home & Garden | 2.18× | ||
| 08 | Garden furniture | Home & Garden | 2.15× | ||
| 09 | Children's clothing | Fashion & Accessoires | 2.05× | ||
| 10 | Gina Tricot | Fashion & Accessoires | 1.91× | ||
| 11 | Living room | Home & Garden | 1.89× | ||
| 12 | Greenhouse | Home & Garden | 1.87× | ||
| 13 | Bedroom | Home & Garden | 1.83× | ||
| 14 | Holiday cottage | Travel & Leisure | 1.82× | ||
| 15 | Cottage | Travel & Leisure | 1.73× | ||
| 16 | Summer house | Travel & Leisure | 1.72× | ||
| 17 | Danish design | Home & Garden | 1.69× | ||
| 18 | Lidl | Shopping | 1.56× | ||
| 19 | Knitting | Home & Garden | 1.55× | ||
| 20 | Recipes | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.00× | |
| Social Media Usage | JOY | 0.93× | |
| Early Adopter Mentality | POWER | 0.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.50× | |
| Design Affinity | PREMIUM | 0.60× | |
| Patriotism | CONSERVATISM | 0.61× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden 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 Sweden. 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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