Use of Online for Researching and Purchasing Furniture and Home Appliances We surveyed a total of 453 consumers in the United States that use the web to research and/or purchase Home Furnishings, Appliances and Improvement items •
A custom survey instrument (i.e. questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and/or purchasing a variety of Home Furnishings, Appliances and Improvement items
•
The survey was conducted online, through a web-based interviewing process, in April 2005
•
Our sample is evenly distributed across all age groups, and includes slightly more women than men
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Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals
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The survey was designed and administered by Media-Screen, an independent strategic market research firm, with sample provided by GMI (Global Market Insite)
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Executive Summary •
The vast majority of respondents (92%) use a search engine to help research and/or purchase appliances, furniture and/or home improvement items
•
Search engine usage: -
76% of Google users use a search engine to compare prices of the items listed in a catalog to the prices offered at other online stores
-
53% of Google users use a search engines to see if the online store offered a wider selection of items than those listed in a catalog.
-
50% of Google users use a search engine to see if the online store offered a discount to the prices listed in the catalog.
•
The vast majority (82%) use Google to search for these products
•
88% of Google users say search engine are “very/somewhat important” when making purchase decisions on home furnishings, appliances, or improvement items
•
After using a search engine to help find online stores that sell home furnishings, appliances, or improvement items, 79% of Google users ultimately purchased the items offline, at a retail store location Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 79% of Google users have used the web to compare prices of the items listed in a catalog to the prices offered at other online stores 90% 80% 70% 60%
79% 66%
62% 56% 51%
50%
47% 37%
40% 30%
23%
20% 10% 0%
1% Compared Learnedmore Purchasedan Seenif the Seen if the Purchasedan prices of the about the items itemoffline, onlinestore onlinestore itemonline, items listedina listedinthe after offereda offered awider rather than catalog to the catalogor researchingit discount on selectionof througha prices offered advertisement online prices listedin items than catalogor at other online acatalog thoselistedina other channel stores catalog
Becameaware for thefirst timeof anew Home Furnishing, Appliance, or Improvement item
Returnedto the sitewhereyou purchasedan itemfor warranty informationor customer support
Other
N=340
How have you used the web to help you research and/or purchase Home Furnishings, Appliances, or Improvement items? Select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 68% of Google users research/purchase small appliances and kitchenware, and 55% research/purchase home improvement materials and tools 80% 70% 60% 50% 40% 30% 20% 10% 0%
68% 55% 49%
47%
4% Small appliances and kitchenware
Home improvement materials and tools
Furniture
Large appliances
Other
N=340 You indicated that you have researched or purchased Home Furnishings, Appliances, or Improvement items online. What kinds of items did you research or purchase? Please select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 92% of all respondents use a search engine when researching/purchasing home furnishings, appliances, or improvement items online
8%
Yes No
92%
N=340 Do you ever use a search engine (such as Google, Yahoo, AOL, MSN or Ask Jeeves) when you research or purchase Home Furnishings, Appliances, or Improvement items online? Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among all respondents, Google is the most popular search engine for researching and/or purchasing home furnishings, appliances, or improvement items online 82%
60%
31% 22% 15% 3%
3%
1%
5%
Al
O th er
3%
lth ew eb Lo ok sm ar t In fo sp ac e W is en ut
6%
Ly co s
7%
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7%
iW on
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Al
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M
SN
7%
Ya ho o
G oo gl e
40% 30% 20% 10% 0%
Je ev es
90% 80% 70% 60% 50%
N=340 Which of the following search engines do you use when you research or purchase Home Furnishings, Appliances, or Improvement items online? Please select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 76% of Google users use a search engine to compare prices of the items listed in a catalog to the prices offered at other online stores
80% 70% 60% 50% 40% 30% 20% 10% 0%
76% 68% 53%
50%
44% 37%
34% 16% 1%
Compare Learnmore Seeif the Seeif the Purchase an Purchase an Becomeaware prices of the about the items online store onlinestore itemoffline, itemonline, for thefirst items listedina listedinthe offeredawider offered a after rather than timeof anew catalog to the catalogor selection of discount on researching it througha Home prices offered advertisement items than prices listedin online catalog or Furnishing, at other online thoselistedina acatalog other channel Appliance, or stores catalog Improvement item
Returnto the sitewhereyou purchased an itemfor warranty informationor customer support
Other
N=340 How do you use a search engine to help you research and/or purchase Home Furnishings, Appliances, or Improvement items? Select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 86% of Google users use search engines to find online stores that sell home furnishings, appliances, or improvement items
14%
Yes No
86%
N=340 Do you ever use search engines to find online stores that sell Home Furnishings, Appliances, or Improvement items? Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use a search engine to help find online stores for Home and Garden, 68% use a search engine to find online stores that sell small appliances and kitchenware
80% 70% 60% 50% 40% 30% 20% 10% 0%
68% 61%
58% 45%
5% Online stores that Online stores that Online stores that Online stores that sell small sell home sell furniture sell large appliances and improvement appliances kitchenware materials and tools
Other
N=292
What kinds of online stores for Home and Garden have you used a search engine to help you find? Select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate online stores that sell small appliance and kitchenware items, 23% say they would use a search engine to find Wal-mart 3%
2%
1% Wal-mart
4% 4%
23%
Target Sears
4%
Bed Bath and Beyond
6%
Williams-Sonoma Crate and Barrel
7%
Home Shopping Network JC Penney
20%
10%
Linen's N Things Macy's Cooking.com
18%
Kohl's
N=200 You indicated you use a search engine to help you find online stores that sell Small Appliance and Kitchenware items. Among the stores listed below, which one do you think you would you use a search engine to help you find first? Please select one Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate sites that sell small appliances and kitchen items, 51% say they would also consider purchasing from Target 60%
51%
49%
50%
47% 37%
40%
36%
33%
33%
30%
21%
21%
21% 15%
20%
12%
10%
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0%
N=200 Imagine that the search engine suggested other stores in addition to (BRAND). Which of the following other online stores, if any, would you consider for purchasing a Small Appliance or Kitchenware item? Please select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate online stores that sell furniture, 21% say they would use a search engine to find Overstock.com
2% 4% 3% 5%
Overstock.com
21%
Wal-Mart Pier 1 Imports
7%
Target JC Penney
11%
Pottery Barn
16%
Crate and Barrel Macy's Horchow
15% 16%
Home Shopping Network
N=170 You indicated you use a search engine to help you find online stores that sell Furniture. Among the stores listed below, which one do you think you would you use a search engine to help you find first? Please select one. Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate sites that sell furniture, 46% say they would also consider purchasing from Target
46% 41%
39%
36%
32%
29%
28% 22%
20% 10%
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Ho rc ho w
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Sh op pi ng
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po rts
4%
Ta rg et
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
N=170
Imagine that the search engine suggested other stores in addition to (BRAND)? Which of the following other online stores, if any, would you consider for purchasing furniture? Please select all that apply
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate online stores that sell large appliances, 32% say they would use a search engine to find Sears
5%
4%
32%
16%
Sears Best Buy Lowe's Home Improvement Home Depot Wal-Mart Target
21% 22%
N=130 You indicated you use a search engine to help you find online stores that sell Large Appliances. Among the stores listed below, which one do you think you would you use a search engine to help you find first? Please select one. Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate sites that sell large appliances, 55% say they would also consider purchasing from Home Depot 60%
55% 52%
50%
48%
45%
40%
35%
35%
30% 20% 10% 1% 0% Home Depot
Lowe's Home Improvement
Best Buy
Sears
Wal-Mart
Target
None of the above
N=130 Imagine that the search engine suggested other stores in addition to (BRAND)? Which of the following other online stores, if any, would you consider for purchasing a Large Appliance? Please select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate online stores that sell home improvement materials, 39% say they would use a search engine to find Home Depot
7%
1% 3% 2%
Home Depot Low e's Home Improvement
7% 39%
eBay Sears
8%
Amazon.com Overstock.com
8%
True Value Hardw are Stores Ace Hardw are QVC 26%
N=178 You indicated you use a search engine to help you find online stores that sell Home Improvement Materials and Tools. Among the stores listed below, which one do you think you would you use a search engine to help you find first? Please select one. Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Among Google users who use search engines to locate sites that sell home improvement materials, 48% say they would also consider purchasing from Sears
60% 50%
48%
47%
45% 39%
40% 30%
34% 28% 21%
18%
20% 10%
11% 1% ab ov e
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pr ov em
Se ar s
en t
0%
N=178
Imagine that the search engine suggested other stores in addition to (BRAND)? Which of the following other online stores, if any, would you consider for purchasing Home Improvement Materials or Tools? Please select all that apply Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances After using a search engine to help find online stores that sell home furnishings, appliances, or improvement items, 79% of Google users ultimately purchased the items offline, at a retail store location 90%
79%
80% 70% 60% 50%
43%
40% 30% 20% 9%
10% 0% Offline, at a retail store location
Online, at an online store
Over the phone
N=292 After using a search engine to help you find online stores that sell Home Furnishings, Appliances, or Improvement items, how did you ultimately purchase those items? Select all that apply
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 48% of Google users purchased small appliances and kitchenware the last time they purchased something online
7%
Small appliances and kitchenware
10%
Home improvement materials and tools 48%
15%
Furniture Other Large appliances
20%
N=126 You indicated that you purchased Home Furnishings, Appliances or Improvement items online, at an online store. Please think of the last time you purchased an item online. What kind of item did you purchase online? Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances For 48% of Google users, less than one week passed between the time a user visited an online store and then purchased an item from that online store
8% 6% Less than 1 week
6%
8 to 14 days 48%
13%
15 to 30 days 30 to 60 days 60 to 90 days More than 90 days
21%
N=126 Now, please think of the online store you purchased the item from. Approximately how many days, weeks or months past between the first time you went to the site and the time you made the purchase at that site? Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 40% of Google users have purchased a home furnishing, appliance, or improvement item at an online store and then picked the item up at the store
40% Yes No 60%
N=126 Have you ever purchased a Home Furnishing, Appliance, or Improvement item at an online store but then picked the item up at a store?
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 88% of Google users say search engines are “very/somewhat important” when making purchase decisions on home furnishings, appliances, or improvement items
10%
1% 1%
Very important Somewhat important 40% Neither important nor unimportant Somewhat unimportant
48%
Not at all important
N=340 Overall, how important is using a search engine in making purchase decisions on Home Furnishings, Appliances, or Improvement items?
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 28% of Google users rank search engines as “most influential” when considering the purchase of a home furnishing, appliance, or improvement item 5% 2% 14% 33%
Local Retail Stores Search Engines Friends/Family Online Stores
18%
Mail Catalogs Telephone Calls to the Store 28%
N=340 Thinking of offline as well as online resources, how influential is each of the following sources when you are considering a Home Furnishing, Appliance, or Improvement item? Please rank each of the following sources. (First rank choices indicated in graph above). Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 20% of Google users rank search engines as ‘second most influential” when considering the purchase of a home furnishing, appliance, or improvement item
8%
5% 29%
Online Stores Local Retail Stores
17%
Search Engines Friends/Family Mail Catalogs Telephone Calls to the Store
20%
21%
N=340 Thinking of offline as well as online resources, how influential is each of the following sources when you are considering a Home Furnishing, Appliance, or Improvement item? Please rank each of the following sources. (Second rank choices indicated in graph above). Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 52% of Google users believe they will be using search engines more in the future for researching/purchasing home appliance and improvement items 60% 52%
51%
50% 40% 30% 20%
20% 11% 7%
10% 0% Search Engines
Online stores
Local retail stores
Mail catalogs
Telephone calls to the store
N=340 In the future, do you think you will be using each of the following channels “More,” “Less” or “About the Same” as you are now to help you research/purchase Home Appliance and Improvement items? Select one per each row. (Graph above indicates percent saying “More”). Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 34% of Google users believe the lowest price is most important to them when purchasing a home furnishing, appliance, or improvement item
8%
5% 34%
13%
Lowest Price Trusted Manufacturers Wide Selection Reliable store Free Shipping or no Tax Past experience
19% 22%
N=340 In general, which of the following factors is MOST IMPORTANT to you when purchasing a Home Furnishing, Appliance, or Improvement item?
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances Women comprise 57% of the Google users in our sample
43% 57%
Male Female
N=340 Please indicate your gender.
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 54% of Google users in our sample is aged 25-44
6%
3% 3%
14%
18-24 25-29
10%
30-34 11%
35-39 40-44 45-49
11% 12%
50-54 55-60 61-64
14% 17%
65+
N=340 Please indicate your age.
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 48% of the Google users in our sample are college graduates or higher
11%
High school or less
2% 17%
High school graduate or equivalent
7%
Completed some college, but no degree College graduate
30%
33%
Completed some graduate school, but no degree Completed graduate school
N=340 What is the highest level of education you have completed or the highest degree you have received?
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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Use of Online for Researching and Purchasing Furniture and Home Appliances 51% of Google users earn $50,000 or more annually; 6% declined to answer
1% 1% 1%
Less than $15,000 6%
$15,000 to $24,999
7% 9%
4%
$25,000 to $34,999 $35,000 to $49,999
7%
$50,000 to $74,999 13%
$75,000 to $99,999 $100,000 to $124,999
15%
$125,000 to $149,999 14% 22%
$150,000 to $199,999 $200,000 to $249,999 $250,000 or more Decline to answ er
N=340 Which of the following income categories best describes your total 2004 household income before taxes?
Source: 2005 Home and Garden Survey, conducted by Media-Screen and GMI (April 2005)
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