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Buying for the Home Online - UK - April 2011

Mintel’s definition of home goods for this report is based on the following categories: large domestic appliances (eg washing machines, fridges, dishwashers); small domestic appliances (eg toasters, food processors); furniture; lighting; household textiles; kitchenware; cookware and tableware; garden plants and flowers; DIY and garden tools and equipment; DIY materials; and carpets and other flooring.

Online transaction is defined as any purchase by a consumer where the act of ordering and giving payment details is completed entirely using the internet, wherever the goods are collected from or delivered to at the end of the purchase process. This therefore includes items bought online for collection from the store.

Although online ordering for purchase in-store is not included in this definition, it is obviously an important factor for an increasing number of retailers and is therefore included within the scope of discussions.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of online sales of household goods, 2005-15
            • UK consumers spend £2.9 billion online for the home
              • Online shopping is growing share of consumer spend on home goods
                • Figure 2: Online share of consumer spending on goods for the home, 2006-10
              • Market factors
                • Figure 3: Broadband penetration, by age, 2010
              • The connected consumer
                • Online shopping is going mobile
                  • High willingness to shop online
                    • Home goods hit by poor market conditions
                      • Companies, brands and innovation
                        • Figure 4: Websites used for online shopping, March 2011
                      • Four general retailers are the most used
                        • Some home goods retailers risk being left behind
                          • Plenty of innovation in evidence
                            • The consumer
                              • Figure 5: Products bought for the home and shopping patterns, March 2011
                            • Large electrical appliances top the list of goods for the home online
                                • Figure 6: Attitudes towards shopping for the home online, March 2011
                              • Convenience and saving money the biggest factors
                                • Voice of real customers
                                  • Not worth the bother of shopping online for smaller items
                                    • Figure 7: Further attitudes towards shopping for the home online, March 2011
                                  • Not the end of shopping as we know it
                                    • What we think
                                    • Issues in the Market

                                        • Which websites are consumers visiting for online purchases of household goods?
                                          • Why are some goods more suitable for shopping online than others and what are retailers doing to expand appeal?
                                            • What do consumers feel are the advantages of online shopping for the home?
                                              • What are the latest developments in online shopping for household goods and who is ahead of the game?
                                                • What are the key factors driving or holding back development of this market?
                                                  • What is the future for online shopping for goods for the home?
                                                  • Future Opportunities

                                                      • Trend – Affection
                                                        • Trend – Guiding Choice
                                                        • Internal Market Environment

                                                          • Key points
                                                            • More than eight in ten under-45s have broadband
                                                              • Figure 8: Trends in broadband penetration, by age, 2004-10
                                                            • Only 13% of internet users do not shop online
                                                              • Rapid uptake of smartphones
                                                                • Figure 9: Device ownership summary, April 2009-October 2010
                                                              • M-commerce will bring sweeping changes
                                                                • 16-24s early to adopt m-commerce
                                                                  • Trust the voice of real people
                                                                    • Use of the internet for information
                                                                      • Figure 10: Agreement with selected lifestyle statements on other media, 2006-10
                                                                    • Multichannel shoppers spend more
                                                                    • Broader Market Environment

                                                                      • Key points
                                                                        • Slow housing market dents demand for housewares
                                                                          • Figure 11: Number of £40,000+ UK residential property transactions (SA), Q1 2007-Q3 2010
                                                                        • Consumers return to saving
                                                                          • Figure 12: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                                        • More 25-34s – positive for spending on the home
                                                                          • Figure 13: Trends in the age structure of the UK population, 2005-15
                                                                        • Social climbing
                                                                          • Figure 14: Trends in the socio-economic structure of the UK population, 2005-15
                                                                        • Golden age for retirement?
                                                                          • Figure 15: Trends in the lifestage structure of the UK population, 2005-15
                                                                      • Online Shopping for the Home in Context

                                                                        • Key points
                                                                          • Shopping activity in context
                                                                            • Figure 16: Goods/services bought online, December 2010
                                                                        • Strengths and Weaknesses in the Market

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • High growth from low base
                                                                                  • Figure 17: Online sales of household goods, at current prices, 2005-10
                                                                                • Cannibalising store sales
                                                                                  • Home goods sales
                                                                                    • Figure 18: Retail value sales of household goods, 2006-10
                                                                                  • How much is online?
                                                                                    • A note of caution
                                                                                      • Figure 19: Estimated consumer spending on household goods and household goods bought online, 2006-10
                                                                                    • Plenty of growth in prospect
                                                                                      • Will online shopping reshape retailing?
                                                                                        • Forecast
                                                                                          • Figure 20: Best- and worst-case forecast of online sales of household goods, 2005-15
                                                                                        • Online for the home will grow by more than half over five years
                                                                                        • Retail Competitor Analysis

                                                                                          • Key points
                                                                                            • Furniture/housewares specialists
                                                                                              • IKEA
                                                                                                • Carpetright
                                                                                                  • Dreams
                                                                                                    • Allied Carpets
                                                                                                      • Habitat
                                                                                                        • Lakeland
                                                                                                          • Other leading furniture retailers with no, or limited, e-commerce
                                                                                                            • Other housewares stores online
                                                                                                              • Argos
                                                                                                                • Amazon
                                                                                                                  • Dunelm
                                                                                                                    • eBay
                                                                                                                      • John Lewis
                                                                                                                        • Next
                                                                                                                          • Marks & Spencer
                                                                                                                            • DIY stores
                                                                                                                              • B&Q
                                                                                                                                • Homebase
                                                                                                                                  • Electrical stores
                                                                                                                                    • DSGI (Currys/Dixons)
                                                                                                                                      • Comet
                                                                                                                                        • Grocers
                                                                                                                                          • Tesco
                                                                                                                                            • Asda
                                                                                                                                              • Sainsbury’s
                                                                                                                                              • The Consumer – How They Shop for Products for the Home

                                                                                                                                                • Key points
                                                                                                                                                  • Electrical home goods highest for online shopping
                                                                                                                                                    • Figure 21: Products bought for home and shopping patterns, March 2011
                                                                                                                                                  • Stores have strong conversion rates
                                                                                                                                                    • Over a third browse and buy appliances in-store
                                                                                                                                                      • About one in four buy appliances online
                                                                                                                                                        • Carry-home items less likely to be purchased online
                                                                                                                                                          • Many items for the home have weak online sales
                                                                                                                                                            • 25-34s more inclined to shop online
                                                                                                                                                              • Silver shoppers gravitate to stores
                                                                                                                                                                • See it first, then order online
                                                                                                                                                                  • Repertoire of products bought
                                                                                                                                                                    • Figure 22: Repertoire of products bought online, March 2011
                                                                                                                                                                • Consumer – Websites Used for Shopping for the Home

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Argos tops the list of websites used
                                                                                                                                                                      • Figure 23: Websites used for shopping for the home, March 2011
                                                                                                                                                                    • Websites used – demographic analysis
                                                                                                                                                                      • Shoppers who use Amazon
                                                                                                                                                                        • Why consumers like to shop online with Argos
                                                                                                                                                                          • Tesco hitting Argos customers
                                                                                                                                                                            • Specialist stores
                                                                                                                                                                              • eBay for bargains
                                                                                                                                                                              • Consumer – Buying Behaviour for Household Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Online shopping is convenient
                                                                                                                                                                                    • Figure 24: Attitudes towards shopping for the home online, March 2011
                                                                                                                                                                                  • Hands-on experience important
                                                                                                                                                                                    • Advice from ‘real people’
                                                                                                                                                                                      • Weighing up the delivery costs
                                                                                                                                                                                        • Convenience rules
                                                                                                                                                                                          • Saving wasted time
                                                                                                                                                                                            • Browsing at leisure
                                                                                                                                                                                              • Seeking out scarce items
                                                                                                                                                                                                • Price savings influence shoppers
                                                                                                                                                                                                  • Four in ten compare prices
                                                                                                                                                                                                    • M-commerce still small
                                                                                                                                                                                                      • Giving up
                                                                                                                                                                                                        • The issues associated with buying furniture and carpets online
                                                                                                                                                                                                        • Consumer – Attitudes towards Shopping Online for the Home

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                              • Figure 25: Level of agreement with attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                            • Use of the internet is growing
                                                                                                                                                                                                              • No worries about human contact
                                                                                                                                                                                                                • Easy to find what you want
                                                                                                                                                                                                                  • For some delivery takes too long
                                                                                                                                                                                                                    • Negatives about shopping for the home online
                                                                                                                                                                                                                      • Buying from unfamiliar websites
                                                                                                                                                                                                                        • Attitudes towards prices online
                                                                                                                                                                                                                          • Figure 26: Agreement that prices online are better than in the shops, by age, March 2011
                                                                                                                                                                                                                          • Figure 27: Agreement that for some items, consumers would never consider buying online, by age, March 2011
                                                                                                                                                                                                                      • The Consumer – Target Groups

                                                                                                                                                                                                                          • Figure 28: Target groups for online shopping for the home, March 2011
                                                                                                                                                                                                                        • E-shoppers (32%)
                                                                                                                                                                                                                          • Occasional onliners (40%)
                                                                                                                                                                                                                            • Cost-cutters (28%)
                                                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                                                • Figure 29: Broadband penetration, by demographics, 2004-10
                                                                                                                                                                                                                            • Appendix – Consumer – How they Shop for Products for the Home

                                                                                                                                                                                                                                • Figure 30: Most popular products ever bought, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 31: Next most popular products ever bought, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 32: Most popular products bought online, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 33: Next most popular products bought online, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 34: Most popular products browsed online and ordered online, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 35: Next most popular products browsed online and ordered online, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 36: Most popular products browsed online and then bought in-store, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 37: Next most popular products browsed online and then bought in-store, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 38: Most popular products browsed and bought in-store, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 39: Next most popular products browsed and bought in-store, by demographics, March 2011
                                                                                                                                                                                                                            • Appendix – Consumer – Websites Used for Shopping for the Home

                                                                                                                                                                                                                                • Figure 40: Products ever bought, by most popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 41: Products ever bought, by next most popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 42: Products ever bought, by other websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 43: Products ever bought, by least popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 44: Products bought online, by most popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 45: Products bought online, by next most popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 46: Products bought online, by other websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 47: Products bought online, by least popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 48: Most popular websites used to buy products, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 49: Next most popular websites used to buy products, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 50: Other websites used to buy products, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 51: Least popular websites used to buy products, by demographics, March 2011
                                                                                                                                                                                                                            • Appendix – Consumer – Buying Behaviour for Products for the Home

                                                                                                                                                                                                                                • Figure 52: Most popular statements on buying for the home online, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 53: Next most popular statements on buying for the home online, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 54: Websites used to buy products, by most popular statements on buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 55: Websites used to buy products, by next most popular statements on buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 56: Websites used to buy products, by other statements on buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 57: Products bought online, by most popular statements on buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 58: Products bought online, by next most popular statements on buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 59: Products bought online, by other statements on buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 60: Products bought online, by most popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 61: Products bought online, by next most popular websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 62: Products bought online, by other websites used to buy products, March 2011
                                                                                                                                                                                                                                • Figure 63: Products bought online, by most popular websites used to buy products, March 2011
                                                                                                                                                                                                                            • Appendix – Consumer– Attitudes Towards Household Shopping Online

                                                                                                                                                                                                                                • Figure 64: Products ever bought, by most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 65: Products ever bought, by next most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 66: Products ever bought, by other attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 67: Products bought online, by most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 68: Products bought online, by next most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 69: Products bought online, by other attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 70: Websites used to buy products, by most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 71: Websites used to buy products, by next most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 72: Websites used to buy products, by other attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 73: Statements on buying for the home online, by most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 74: Statements on buying for the home online, by next most popular attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 75: Statements on buying for the home online, by other attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 76: Repertoire of products bought online, March 2011
                                                                                                                                                                                                                                • Figure 77: Repertoire of products bought online, by demographics, March 2011
                                                                                                                                                                                                                            • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                • Figure 78: Target groups, by demographics, March 2011
                                                                                                                                                                                                                                • Figure 79: Products ever bought, by attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 80: Products bought online, by attitudes towards buying for the home online, March 2011
                                                                                                                                                                                                                                • Figure 81: Websites used to buy products, by target groups, March 2011
                                                                                                                                                                                                                                • Figure 82: Websites used to buy products, by repertoire of products bought online, March 2011
                                                                                                                                                                                                                                • Figure 83: Attitudes towards buying for the home online, by target groups, March 2011
                                                                                                                                                                                                                                • Figure 84: Attitudes towards buying for the home online, by repertoire of products bought online, March 2011
                                                                                                                                                                                                                                • Figure 85: Target groups, by repertoire of products bought online, March 2011
                                                                                                                                                                                                                                • Figure 86: Statements on buying for the home online, by repertoire of products bought online, March 2011
                                                                                                                                                                                                                                • Figure 87: Statements on buying for the home online, by target groups, March 2011

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Argos
                                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                            • Darty Group
                                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                                            • Habitat
                                                                                                                                                                                                                            • Home Retail Group
                                                                                                                                                                                                                            • IKEA
                                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                                            • John Lewis Plc (department store)
                                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                                            • Office for National Statistics
                                                                                                                                                                                                                            • Research in Motion Uk Ltd.
                                                                                                                                                                                                                            • Tesco Plc

                                                                                                                                                                                                                            Buying for the Home Online - UK - April 2011

                                                                                                                                                                                                                            £1,750.00 (Excl.Tax)