Rascasse Audience Intelligence

IKEA Target Market in United States

A data profile of the people who buy, follow and care about IKEA in United States — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 52,259,154 people in United States.

#1among Furniture in United States#43among Brand in United States#21in Home & Garden

The average IKEA fan in United States is 38.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Ready-to-assemble furniture, Child, Food and drink, with strongest over-indexing on Ready-to-assemble furniture (13.5× the country average).

Demographically, the IKEA audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical IKEA fan in United States is more female, around 38.9 years old, with strong Quality Awareness tendencies and a notable affinity for Ready-to-assemble furniture.

Category: Home & Garden · Type: Brand · Subtype: Furniture

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the IKEA profile in United States.

Audience size
52.3M
in United States
Gender
65.3%♀
34.7% male
Age
38.9
average years
Country rank
#380
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of IKEA

65.3% are female, 34.7% are male, average age 38.9.

Fig. 02

Gender split

65.3%
Female
34.7%
Male
Demographic split for IKEA audience in United States
MetricValue
Female65.3%
Male34.7%
Average age38.9
Estimated audience size52,259,154
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the IKEA audience in United States
Age bracketShare%
16-1919%
20-2920%
30-3921%
40-4921%
50+18%
Fig. 04

Worldwide distribution

14.9%

of the worldwide IKEA audience comes from United States.

Worldwide audience distribution share by country for IKEA
CountryShare
United States14.9%
Japan6.8%
Germany5.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the IKEA audience in United States is strongest.

Fig. 05

Top regions by affinity

IKEA customers by region in United States
#RegionReachAffinity×
01Washington~2M1.86×
02California~11M1.81×
03Oregon~1M1.70×
04Maryland~1.5M1.66×
05Utah~800K1.66×
06New Jersey~2M1.55×
07New York~4.5M1.53×
08Florida~5.5M1.50×
09Illinois~2.5M1.44×
10Massachusetts~1.5M1.43×
11Connecticut~800K1.42×
12Minnesota~1M1.40×
13Virginia~2M1.38×
14Washington, District of Columbia~200K1.38×
15Nevada~700K1.33×
16Texas~6M1.32×
17Colorado~1M1.32×
18Pennsylvania~2M1.27×
19Arizona~1.5M1.25×
20Missouri~1M1.14×
21Wisconsin~900K1.13×
22Michigan~1.5M1.10×
23Kansas~500K1.10×
24Ohio~1.5M1.06×
25Rhode Island~200K1.05×
26Indiana~1M1.04×
27Georgia~1.5M0.98×
28Delaware~100K0.93×
29North Carolina~1.5M0.91×
30New Hampshire~200K0.77×
31Vermont~70K0.76×
32Tennessee~700K0.68×
33Maine~100K0.67×
34Idaho~200K0.66×
35South Carolina~500K0.64×
36Kentucky~400K0.64×
37Iowa~300K0.59×
38Oklahoma~300K0.56×
39New Mexico~100K0.55×
40West Virginia~100K0.55×
41Nebraska~100K0.54×
42Alabama~400K0.53×
43Arkansas~200K0.53×
44Montana~80K0.52×
45North Dakota~60K0.52×
46Wyoming~40K0.52×
47South Dakota~60K0.47×
48Louisiana~300K0.43×
49Mississippi~200K0.41×
50Hawaii~80K0.36×
Fig. 06

Affinity by region

Affinity by region — IKEA, United States
0.36×1.00×1.86×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the IKEA audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for IKEA audience
#·InterestCategoryAffinity×
01Ready-to-assemble furnitureHome & Garden13.50×
02West ElmHome & Garden5.25×
03AritziaFashion & Accessoires4.34×
04T.J.MaxxShopping2.98×
05Hobby LobbyHome & Garden2.52×
06Trader Joe'sShopping2.50×
07Kohl'sShopping2.33×
08ChildKids & Family2.28×
09Mobile phonesTechnology & Electronics2.20×
10Women's clothingFashion & Accessoires2.20×
11Mobile appTechnology & Electronics2.09×
12GiftShopping2.09×
13EducationBusiness & Career2.04×
14WomanKids & Family2.00×
15BeveragesFood & Beverages1.74×
16Food and drinkFood & Beverages1.70×
17FoodFood & Beverages1.65×
18Fitness and wellnessSports1.57×
19United StatesTravel & Leisure1.56×
20RestaurantsFood & Beverages1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the IKEA audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by IKEA audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.20×
Design AffinityPREMIUM1.95×
IndulgenceJOY1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by IKEA audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.85×
Risk AppetiteTHRILL0.95×
ExtroversionTHRILL0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is IKEA's target market in United States?

IKEA's target market in United States covers an estimated 52,259,154 people, concentrated in California and Texas.

02

What is the gender split and age of IKEA customers?

65.3% of the IKEA audience are female, 34.7% are male, with an average age of 38.9 years.

03

Which brands do IKEA fans like most?

IKEA fans show strongest brand affinity for Ready-to-assemble furniture (13.5×), Child (2.28×), and Food and drink (1.7×) over the country average.

04

Where do IKEA fans live in United States?

IKEA fans in United States are most concentrated in California (reach ~11M), Texas (reach ~6M), and Florida (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do IKEA fans also like?

Beyond IKEA itself, the audience over-indexes on Child (2.28×), Food and drink (1.7×), Mobile phones (2.2×), and West Elm (5.25×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Furniture audiences in United States

See IKEA audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 States. 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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