IKEA brand profile in Germany 2023

How high is the brand awareness of IKEA in Germany?
When it comes to furniture online shop users, brand awareness of IKEA is at 94 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is IKEA in Germany?
In total, 67 percent of German furniture online shop users say they like IKEA. However, in actuality, among the 94 percent of German respondents who know IKEA, 71 percent of people like the brand.

What is the usage share of IKEA in Germany?
All in all, 57 percent of furniture online shop users in Germany use IKEA. That means, of the 94 percent who know the brand, 61 percent use them.

How loyal are the customers of IKEA?
Around 50 percent of furniture online shop users in Germany say they are likely to use IKEA again. Set in relation to the 57 percent usage share of the brand, this means that 88 percent of their customers show loyalty to the brand.

What's the buzz around IKEA in Germany?
In September 2023, about 51 percent of German furniture online shop users had heard about IKEA in the media, on social media, or in advertising over the past three months. Of the 94 percent who know the brand, that's 54 percent, meaning at the time of the survey there's considerable buzz around IKEA in Germany.

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