--- title: "Freedom vs IKEA: Which is searched more in Australia?" description: "Is Freedom or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homewares retailers set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/freedom-au-vs-ikea" publisher: "Brandwave" --- # Freedom vs IKEA: Which is searched more in Australia? Is Freedom or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homewares retailers set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Freedom and IKEA - **Competitive set**: Homewares retailers - **Market**: Australia - **Month measured**: Sep 2026 - **Freedom Share of Search**: 6.4% - **IKEA Share of Search**: 57.8% ## Is Freedom or IKEA more popular in search? - In September 2026, IKEA had more branded searches than Freedom among homewares retailers in Australia. IKEA had about 1.2 million branded searches, while Freedom had 135,000. IKEA made up 57.8% of all homewares retailer searches we track, and Freedom accounted for 6.4%. - IKEA was ahead of Freedom in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Freedom’s share of searches among homewares retailers in Australia moved from 6.3% to 6.4%, and its estimated monthly branded searches moved from 165K to 135K. - Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia moved from 57% to 57.8%, and its estimated monthly branded searches moved from 1.5M to 1.2M. ## Top homewares retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Freedom and IKEA were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Freedom was listed before IKEA in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Freedom | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Country Road | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Adairs | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Temple & Webster | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | IKEA | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Bed Bath N' Table | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Kmart | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | H&M | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Zara Home | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about homewares retailers - Asked ChatGPT "Where should I buy homewares in Australia?": 1. Adairs, 2. Freedom, 3. Country Road, 4. IKEA, 5. Temple & Webster, 6. Bed Bath N' Table - Asked ChatGPT "What are the best homewares stores in Australia?": 1. Country Road, 2. Freedom, 3. Temple & Webster, 4. Adairs, 5. IKEA, 6. Bed Bath N' Table - Asked ChatGPT "Where can I buy good quality bedding in Australia?": 1. Adairs - Searched Google, AI Overview "home decor stores": named none of the brands we track Not named in any answer: Kmart, H&M and Zara Home. Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How did search popularity change for Australia homewares retailers in September 2026? - In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%. - In September 2026, IKEA lost share of searches among homewares retailers in Australia, from 62.3% to 57.8%. ## Month by month | Month | Freedom estimated searches | Freedom Share of Search | Freedom rank | IKEA estimated searches | IKEA Share of Search | IKEA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 165K | 6.3% | 4 | 1.5M | 57% | 1 | | Nov 2025 | 201K | 6.2% | 4 | 1.8M | 56.2% | 1 | | Dec 2025 | 165K | 5.5% | 4 | 1.8M | 61.1% | 1 | | Jan 2026 | 165K | 5% | 4 | 2.2M | 68.1% | 1 | | Feb 2026 | 110K | 4.8% | 4 | 1.5M | 65.7% | 1 | | Mar 2026 | 135K | 5.5% | 4 | 1.5M | 61.3% | 1 | | Apr 2026 | 135K | 5% | 4 | 1.8M | 67.7% | 1 | | May 2026 | 165K | 6.7% | 4 | 1.5M | 60.5% | 1 | | Jun 2026 | 165K | 6.2% | 4 | 1.5M | 56.5% | 1 | | Jul 2026 | 135K | 5.6% | 4 | 1.5M | 61.7% | 1 | | Aug 2026 | 135K | 5.6% | 4 | 1.5M | 62.3% | 1 | | Sep 2026 | 135K | 6.4% | 4 | 1.2M | 57.8% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Freedom’s and IKEA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Freedom**: Measured on the search term “freedom furniture”. - **IKEA**: Measured on the search term “ikea”. - [Freedom profile](/demand/au/brands/freedom-au) - [IKEA profile](/demand/au/brands/ikea) - [All homewares retailers in Australia](/demand/au/categories/au-homewares-retailers): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Freedom or IKEA more popular in search? In September 2026, IKEA had more branded searches than Freedom among homewares retailers in Australia. IKEA had about 1.2 million branded searches, while Freedom had 135,000. IKEA made up 57.8% of all homewares retailer searches we track, and Freedom accounted for 6.4%. ## Cite this page Brandwave. "Freedom vs IKEA: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/freedom-au-vs-ikea This page is also available as HTML at https://gobrandwave.com/demand/au/compare/freedom-au-vs-ikea. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.