The acquisition of TaskRabbit allows Ikea to efficiently remove one key barrier (the dislike of furniture assembly) for a segment of customers that have until this point avoided Ikea. Ikea' core customer is very online savvy. Magid's Retail Pulse study finds that younger customers with family (Ikea's core customers) will research purchases online prior to buying at a higher rate than typical furniture customers and engage in digital tools like Amazon Prime at a much higher rate.