For Immediate Release
Contact: Ian McRae/Karine Ng
212.645.6900
IF YOU’RE LOOKING FOR MR. OR MRS. RIGHT,
ALL YOU HAVE TO DO IS LOOK IN THE BEDROOM

IKEA North America National Bedroom Survey Reveals Correlations Between How
We Decorate Our Bedrooms and How We Conduct Our Lives

Plymouth Meeting, PA (February 3, 2004) – Did you ever think that the secret to finding the perfect guy or girl would be hidden in the bedroom – and no, we’re not talking about what “happens” in the bedroom, but instead how they decorate it? According to a national survey conducted by IKEA North America, the way in which we add our own personal style to our bedrooms – from bedding to window coverings to where we place our bed – can tell a lot about how romantic someone is, what type of Valentine’s Day gift they may buy and even, whether or not they “spoon.”

The phone survey found that respondents who placed their bed near a window were most likely to say they get romantic with their significant other constantly (16%), compared to those who placed their bed in the middle of the room who said they never get romantic with their significant other (9%). Also, respondents who placed their bed in the corner of their bedroom were two times more likely than those who placed their bed by a window to buy jewelry as a Valentine’s Day gift (12% versus 6%, respectively). And when it comes to bedding style, the group most likely to get romantic as a means of helping them fall asleep were those who had striped bedding (15%).

The phone survey, which queried more than 1,000 people across the country about the bedroom, was conducted to determine how much our personal style and design choices are a true reflection of who we really are. The survey uncovered (no pun intended!) that respondents who placed their bed in the middle of the bedroom were twice as likely than those who placed their bed by the window to spend more than $150 on a Valentine’s Day gift (12% versus 5%, respectively). Also of interest was that female respondents who were single were most likely to place their bed near a window (18%), while male respondents who were single were most likely to place their bed in the corner (34%).

“How we express our sense of style says a lot about who we are and how we live,” explained Gunnel Hasselbalch, PR manager for IKEA North America. “And the bedroom is no exception; in fact, it can be even more telling since it’s one of the more personal rooms in the home. At IKEA we want to provide people with affordable home furnishings and accessories to satisfy anyone’s personal taste and this survey was a fun way for us to bring that to life.”

Other interesting notes include: Strangely enough only 10% of respondents said they get romantic with their significant other to help them fall asleep at night – although TV and midnight reading may have more of a dreamy affect… 41% of respondents said they watch TV and 26% read a book to help them fall asleep. Sleeping habits that significant others least liked about each other were: snoring (28%), hogging the blankets (9%) and hogging the bed (6%). And finally, the top regions where people said they sleep in the buff: The West (18%), The Northeast (13%), The South (11%) and North-central (11%).

IKEA, the leading home furnishings retailer founded in 1943, offers a wide range of home furnishings and accessories of good design and function, at prices so low that the majority of the people can afford them. In 2003, IKEA was named in Working Mother magazine's 18th annual list of the "100 Best Companies for Working Mothers" and was honored with the magazine's Family Champion award for family-friendly programs. IKEA has more than 185 stores in 43 countries with 18 U.S. stores and 11 Canadian stores. IKEA is currently implementing an aggressive expansion plan to open 50 new stores in North America. IKEA supports responsible business practices and innovative initiatives that help protect our environment and the future for children around the world. To find out more about Jobs at IKEA go to http://jobsat.ikea-usa.com. To shop via the IKEA Catalog, call 1-800-434-IKEA (4532) or visit the IKEA web site at http://www.ikea-usa.com.

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Gunnel Hasselbalch is available for interview.
Did You Know…
According to the IKEA Bedroom Survey
General

STOP SNORING and then move over!!!
When asked which sleeping habit of their significant other they disliked most, the number one choice was snoring (28%), followed by hogging the blankets (9%) or the bed (6%).

The Power of Television
The number one thing respondents said helped them fall asleep at night was watching television (41%), followed by reading a book (26%), taking a bath (18%), getting romantic (10%) and drinking a hot beverage (8%).

The Extension of the Bedroom
When not sleeping in their own bed, respondents were most likely to wind up on the couch in the living or den (57%); substantially fewer respondents ended up sleeping on a lounger chair (13%), in a child’s bed (6%) or on the floor (3%).

Our Personal Bedroom Style
When asked about their taste in home furnishing style, half (50%) indicated a preference for “country or traditional.” Additionally, 28% indicated their preference for modern or eclectic home furnishings and substantially fewer respondents indicated trendy (7%) and garage sale/leftovers (7%).

The Colors That We Sleep To
When asked the style (color or design) of their bedding in their bedroom, the number one response was warm colors (29%), followed by solid patters (28%) and cool colors (22%). Respondents were least likely to have striped patterns or bright colors (10% versus 8%, respectively).

Where’s Your Bed?
When asked where in the bedroom their bed is positioned, 51% said “against the wall”, 35% said “in the middle of the room”, 25% said “near a window” and 11% said “in a corner”.

By The Design of Your Bedroom

People In Glass Houses
Respondents who have no coverings on their bedroom windows are most likely to wear nothing to bed (15%).

I’ll Take The Window
Respondents who placed their bed in the middle of the room were most likely to say their kids sleep with them nightly (10%); the group least likely to have their kids sleep with them nightly were those who placed their bed by the window (6%).

Mommy, Daddy, Can We Move Your Bed into The Middle of the Room?
Respondents who placed their bed near a wall were most likely to spend 15+ hours per week playing with their kids (39%); the group most likely to never spend time playing with their kids weekly were those who placed their bed in the corner (25%).

Hey, Honey…Are You Awake?
The group most likely to say they get romantic as a means of helping them fall asleep were those who placed their bed in the corner (18%). When it came to bedding style, the group most likely to get romantic as a means of helping them fall asleep were those who had striped bedding (15%).

The Secret to Romance
Respondents who placed their bed near a window were most likely to say they get romantic with their significant other constantly (16%), compared to those who placed their bed in the middle of the room who said they never get romantic with their significant other (9%).

Bright Is Definitely Playful
Respondents who had brightly styled bedding were most likely to spend 15+ hours per week playing with their kids (45%); the group most likely to never spend time playing with their kids weekly were those who had solid styled bedding (18%).

Gender

Single By the Window
Female respondents who were single were most likely to place their bed near a window (18%), while male respondents who were single were most likely to place their bed in the corner (34%).

Honey, Shhhhhhhh!
Women were nearly two times more likely than men to say the sleeping habit of their significant other they disliked most was snoring (37% versus 19%, respectively).

What Type of Bedding Do You Have, Baby?
Male respondents who were most likely to get romantic with their significant other constantly were those who said they had striped or solid bedding patterns (22%, respectively), compared to female respondents with the same bedding pattern (10% and 8%, respectively).

Calling All Spooners
Female respondents with their beds in the corner were most likely to “spoon” at night, while male respondents with their beds in the middle of the room were most likely to do the same (both ringing in at 25%).

Beware of Men with Beds Up Against the Wall
Male respondents who placed their bed against the wall were most likely to spend less than $50 on someone special for Valentine’s Day (49%) – although men who placed their bed in the middle of the room were most likely to spend more than $50 on someone special for Valentine’s Day (19%).

It’s Not The Size of the Bed, It’s Location, Location, Location
Male respondents who placed their bed by the window were most likely to say they never get romantic with their significant other (10%); female respondents who placed their beds in the middle of the room were the most likely to say they never get romantic with their significant other (13%).

Sleeping Commando
Male respondents who placed their bed in the middle of the room were most likely to sleep in the nude (22%), compared to women who placed their beds in the corner of their bedroom (15%).

By Gender, What Do You Wear To Bed
Male Respondents

Female Respondents
1. Boxers/Underwear (42%) 1. Pajamas (54%)
2. Pajamas (23%) 2. T-shirt (15%)
3. Nothing (18%) 3. Nothing (8%)
4. T-shirt (5%) 4. Nightgown (7%)
5. Sweatpants (3%) 5. Boxers/Underwear (5%)

By Region

Southern Comfort
Respondents who live in the South were more likely to place their bed against their bedroom wall (54%); 39% of respondents who live in the Northeast said they place their bed in the middle of their bedroom. 14% of respondents who live in the West said they place their bed in the corner.

The West Coast: The Other Paris
The region to most likely say they get romantic with their significant other to help them fall asleep were those who lived in the West (13%), followed by Northeast (12%), South (10%) and North-Central (5%) residents.

Respondents (By Region) Who Say They Sleep In The Buff
1. The West (18%)
2. The Northeast (13%)
3. The South (11%, tie)
3. North-Central (11%, tie)
Age

The Older We Get, The More Comfortable We Are With Ourselves
Older respondents (55 years of age and older) were more likely than younger respondents (ages 18 to 34) to say they sleep with nothing on (25% versus 10%, respectively).
Marital Status

Cozy On Up… To My Back?
Almost one out of three married/dating adults (32%) sleep with their backs to each other, compared to 19% that spoon and 11% that sleep facing each other in bed.

We’ve Seen It All Before
Married respondents were slightly more likely than unmarried respondents to sleep in the nude (13.2% versus 12.8%, respectively).
Valentine’s Day

The Valentine’s Day Bedroom Affect

* Respondents who placed their bed in the middle of the bedroom were two times more likely than those who placed their bed by the window to spend more than $150 on a Valentine’s Day gift (12% versus 5%, respectively).
* Respondents who have no coverings on their bedroom windows are most likely to spend less than $50 on a Valentine’s Day gift for someone special (61%), topping those respondents who have curtains or blinds on their bedroom windows by more than 10%.
* Respondents who placed their bed in the corner of their bedroom were two times more likely that those who placed their bed by a window to buy jewelry as a Valentine’s Day gift (12% versus 6%, respectively).