Consumer journeys for furniture purchase - Australia
Market research data on the number of Australian shoppers that use the internet to research furniture purchases was not freely available. It was found that 57% of US furniture shoppers research online before purchase. Market data on the amount of time spent researching furniture purchases in Australia was not freely available. Time horizons for furniture purchase research were found for US consumers. US consumers spend between a week and a month researching different furniture purchases. It was found that Australian furniture shoppers were researching the internet for price points, brands and attributes before finding a store to make a purchase. The majority of online researchers will continue their research in the store and purchase in the store. Below is a look at figures that were found.
JOURNEY TO FURNITURE PURCHASE
Global Relational Data
Market research data was not freely available online for the number of Australian furniture shoppers that shop online then purchase in the store. It was however found freely available in a US report. In 2016 Coresight Research found that 42% of US consumers were shopping for furniture research online and making their purchase in the store. 15% both browsed and purchased online and 43% went to the store only.
Market research on the amount of time spent searching for furniture items online in Australia was not freely available, but time horizons were available on big-ticket items in the United States. Time horizons for research varied depending on the purchase. For mattresses, it was recorded that research was done in a week and for sofas, research was done over the course of a month.
Australian Internet user Behaviors in the Purchase of Furniture
Studies taken from a 2017 Google Micro-Moments Guide focus on Australian furniture shopping behavior. It was reported that 40% of shopping queries on Google search are broad-based searches. This shows that Australian consumers are not only researching price points but looking for ideas online as well before heading out to the store.
As far as brand awareness is concerned, 90% of smartphone users are searching to figure out what brands in particular they like. In addition, customers search the net for item attributes, such as “best couches for a home with dogs.” This person would figure out what the best material types and maybe even colors or styles would be best to have in their home with dogs through their internet search. This type of behavior occurs in 82% of people using the internet to search for large home goods products.
Armed with specific brands, styles or material types customers will search for a store when they are ready to hit the road. 76% of business searches done on smartphones result in a visit to a brick and mortar location and 28% of visits end with a sale. This statistic shows that many customers are doing research both online and in the store.
A broad-based market report released in 2017 by Santander mentioned that price point is the driving factor behind consumer purchases in Australia. This is of course for all consumer products, but relevant to the decision to purchase furniture.
Homewares purchases for Australians in 2016 showed a preference for value-for-money products.
While some figures specifically for Australia could not be found, using data collected from the US, over 50% of furniture shoppers do research online before purchasing a product. An overwhelming amount of purchasing is done in the store as compared to online. Australians specifically are looking for price points in addition to brand ideas, and certain desired attributes in their research. Research times for home furnishings varies between one week and a month for purchasers in the US. A majority of online furniture purchasers will continue their research in the store. Following is a link to the Google Micro-Moments Guide and links to two paid research provider reports, IBIS World and Euromonitor.