Table of Contents
Introduction
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- Definitions
- Abbreviations
Future Opportunities
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- Trend: Evolving Media
- Trend: Who are the Joneses
Executive Summary
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- The market
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- Figure 1: Consumer spend for goods for the home online, 2006-16
- Market factors
- Companies, brands and innovation
- The consumer
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- Figure 2: Repertoire of products purchased for the home in the last three years, November 2011
- Figure 3: Shopping patterns for products bought for the home, November 2011
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- Figure 4: Attitudes towards shopping online for the home, November 2011
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- Figure 5: Customer typologies for shopping for the home online, November 2011
- What we think
Issues in the Market
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- Do consumers make use of social media when buying online for the home?
- What are retailers doing to extend the appeal of shopping online for the home?
- What are the latest developments in buying for the home online?
- What factors are holding back development in this market?
- Is online discounting stripping the profit out of retailing?
Internal Market Environment
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- Key points
- Broadband reaches seven in ten homes
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- Figure 6: Broadband penetration, 2006-11
- Broadband bias to young and wealthy
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- Figure 7: Broadband penetration, by age and socio-economic group, 2011
- Say hello to mobile broadband
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- Figure 8: Selected electronic products/services have at home, July 2009-January 2012
- How customers are using the web
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- Figure 9: Online activities performed to learn more about a product or service, October 2011
- Figure 10: Using social networks to learn more about a product or service, by age, October 2011
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- Figure 11: Agreement with selected lifestyle statements on other media, 2006-11
- Multichannel shoppers spend more
- Looking ahead
Broader Market Environment
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- Key points
- Slow housing market dents demand for housewares
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- Figure 12: Residential property transactions, Q1 2006-Q2 2011
- Rising number of homes positive for housewares
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- Figure 13: UK households, by size, 2006-16
- Cautious consumers save more
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- More 25-34s will boost online shopping for the home
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- Figure 15: Trends in the age structure of the UK population, 2006-16
- Ageing population late adopters of new shopping habits
- Upwardly mobile population will boost premium lines
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- Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
Online Shopping for the Home in Context
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- Key points
- Shopping activity in context
- Products purchased online
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- Figure 17: Types of products purchased on the internet in the last three months, November 2009-October 2011
- Nine in ten internet users have bought online
- Most popular
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- High growth from low base
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- Figure 18: Online market for home goods, 2007-11
- Cannibalising store sales?
- Weak demand for goods for the home
- How much is online?
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- Figure 19: Consumer spending on home goods and home goods online, 2007-11
- Which products for the home sell best online?
- Huge opportunities for growth
- How will online shopping reshape retailing?
- Buying online for the home will grow by more than half over five years
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- Figure 20: Online sales and forecast of goods for the home, 2006-16
Retail Competitor Analysis
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- Key points
- Furniture/housewares specialists
- IKEA
- Carpetright
- Dreams
- Lakeland
- Other leading furniture retailers
- MFI
- Allied Carpets
- Magnet
- DFS
- Other housewares stores online
- Amazon
- Argos
- Dunelm
- eBay
- John Lewis
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- Figure 21: John Lewis, ‘Virtual’ sale window, December 2011
- Next
- Marks & Spencer
- The Range
- Betterware
- DIY stores
- B&Q
- Homebase
- Electrical stores
- Dixons Retail (Currys/Dixons)
- Comet
- Grocers
- Tesco
- Asda
- Sainsbury’s
- Morrisons
- Other online sellers
- DRL
- Empire Direct
- Mydeco
- Achica
- Internet traffic
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- Figure 22: Visits to selected websites, retailers of home products, 2011
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- Figure 23: Visits to general retailer websites, December 2011
The Consumer – Products Purchased for the Home
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- Key points
- Purchasing activity
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- Figure 24: Repertoire of products purchased for the home in the last three years, November 2011
- What are they buying?
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- Figure 25: Products purchased for the home in the last three years, November 2011
The Consumer – How Consumers Shopped
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- Key points
- The customer journey
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- Figure 26: Shopping patterns for products bought for the home, November 2011
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- Figure 27: Shopping patterns for products bought for the home, November 2011
- Visiting stores remains important
- Online involvement
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- Figure 28: Shopping patterns for products bought for the home, any online involvement, November 2011
- Smaller items less likely to be bought online
- Researches in advance
- Online influences over half of major appliance shoppers
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- Figure 29: How they shopped last time for major appliances, November 2011
- Over-55s change their ways
- ABs most inclined to research online for major items
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- Figure 30: Shopping patterns for major appliances and furniture – ABs vs all, November 2011
The Consumer – Websites Used for Online Shopping for the Home
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- Key points
- How many websites are they using?
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- Figure 31: Repertoire of websites used for online shopping for the home, November 2011
- Which websites are they visiting?
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- Figure 32: Websites used for shopping online for the home in the last 12 months, November 2011
- How their profiles vary
The Consumer – Attitudes towards Shopping Online for the Home
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- Key points
- Attitudes towards buying for the home online
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- Figure 33: Agreement with statements about shopping online for the home, November 2011
- The right deal
- They believe online prices are better
- Internet a great source of ideas
- Convenience influences actions
- The internet can’t do it all
- Retailers can offer extended ranges online
- Click and collect is highly popular
- Online buying guides
The Consumer – How Consumers Access and Use the Internet when Shopping for the Home Online
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- Key points
- Which devices are used to shop online for the home?
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- Figure 34: Use of the internet when shopping online for the home, devices used, November 2011
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- Figure 35: Use of the internet when shopping online for the home, devices used, by age, November 2011
- Reviews and social media
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- Figure 36: Use of the internet when shopping online for the home, reviews and social media, November 2011
- Reading reviews
- Posting reviews
- Using vouchers
- Linking to social media
The Consumer – Target Groups
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- Key points
- Target groups
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- Figure 37: Customer typologies for shopping for the home online, November 2011
- Browsers (19%)
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- Figure 38: Attitudes towards online shopping for the home – Browsers, November 2011
- Online Groupies (29%)
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- Figure 39: Attitudes towards online shopping for the home – Online Groupies, November 2011
- Laid Back (26%)
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- Figure 40: Attitudes towards online shopping for the home – Laid Back, November 2011
- Stay-at-Home (26%)
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- Figure 41: Attitudes towards online shopping for the home – Stay-at-Home, November 2011
Appendix – Internal Market Environment
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- Figure 42: Broadband penetration, by demographics, 2006-11
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Appendix – The Consumer – Products Purchased for the Home
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- Figure 43: Most popular products bought for the home in the last three years, by demographics, November 2011
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- Figure 44: Next most popular products bought for the home in the last three years, by demographics, November 2011
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- Figure 45: Other products bought for the home in the last three years, by demographics, November 2011
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- Figure 46: Repertoire of products bought for the home in the last three years, by demographics, November 2011
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Appendix – The Consumer – How Consumers Shopped
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- Figure 47: How consumers shopped for large domestic appliances for the home, by demographics, November 2011
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- Figure 48: How consumers shopped for small domestic appliances for the home, by demographics, November 2011
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- Figure 49: How consumers shopped for furniture for the home, by demographics, November 2011
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- Figure 50: How consumers shopped for household textiles for the home, by demographics, November 2011
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- Figure 51: How consumers shopped for kitchenware/cookware for the home, by demographics, November 2011
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- Figure 52: How consumers shopped for garden products for the home, by demographics, November 2011
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- Figure 53: How consumers shopped for decorative items for the home, by demographics, November 2011
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- Figure 54: How consumers shopped for DIY tools and equipment for the home, by demographics, November 2011
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- Figure 55: How consumers shopped for lighting products for the home, by demographics, November 2011
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- Figure 56: How consumers shopped for tableware for the home, by demographics, November 2011
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- Figure 57: How consumers shopped for decorating materials for the home, by demographics, November 2011
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- Figure 58: How consumers shopped for large DIY goods for the home, by demographics, November 2011
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- Figure 59: How consumers shopped for carpets and other flooring for the home, by demographics, November 2011
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Appendix – The Consumer – Websites Used for Online Shopping for the Home
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- Figure 60: Most popular websites used for online shopping for the home, by demographics, November 2011
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- Figure 61: Next most popular websites used for online shopping for the home, by demographics, November 2011
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- Figure 62: Other websites used for online shopping for the home, by demographics, November 2011
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- Figure 63: Least popular websites used for online shopping for the home, by demographics, November 2011
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- Figure 64: Repertoire of websites used for online shopping for the home, by demographics, November 2011
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Appendix – The Consumer – Attitudes towards Shopping Online for the Home
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- Figure 65: Agreement with the most popular attitudes towards shopping online for the home, by demographics, November 2011
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- Figure 66: Agreement with the next most popular attitudes towards shopping online for the home, by demographics, November 2011
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- Figure 67: Agreement with the statements ‘I browse online to make sure I get the best deal for my money’ and ‘I shop online to save time or bother of going to the shops’, by demographics, November 2011
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- Figure 68: Agreement with the statements ‘Prices online are better than in the shops’ and ‘I like to shop and browse online for ideas and inspiration’, by demographics, November 2011
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- Figure 69: Agreement with the statements ‘I read online buying guides which explain how to choose before deciding what to buy’ and ‘I like to shop online because I can shop at times to suit me’, by demographics, November 2011
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- Figure 70: Agreement with the statements ‘I shop online to find items not in my usual shops’ and ‘I like to check stock availability online before visiting a store’, by demographics, November 2011
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- Figure 71: Agreement with the statements ‘I like to reserve online and collect from a store’ and ‘I am more likely to buy online if an item would need to be delivered eg if it is too heavy for me to collect’, by demographics, November 2011
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- Figure 72: Agreement with the statements ‘I am more likely to buy in-store if I want to arrange finance eg interest-free credit’ and ‘I am more likely to look in-store if I want to judge quality, colour or comfort’, by demographics, November 2011
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Appendix – The Consumer – How Consumers Access and use the Internet when Shopping for the Home Online
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- Figure 73: Most popular use of the internet when shopping online for the home, by demographics, November 2011
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- Figure 74: Next most popular use of the internet when shopping online for the home, by demographics, November 2011
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Appendix – The Consumer – Target Groups
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- Figure 75: Target groups, by demographics, November 2011
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