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Buying for the Home Online - UK - February 2012

“Online shopping is getting more sophisticated and increasingly convenient. Consumers already expect to be able to find the products they want online, look for information about those products and read impartial reviews to help guide them to their final choice. But for many home goods there are layers of complication when choosing, particularly when judgement about comfort, texture and colour come into play or when expert estimations are required. Even so, pioneering companies are facing up to these issues and creating more online choices. Those that fail to embrace online shopping will be relegated to the second division of retailing, left behind in tomorrow’s brave new world.”

– Neil Mason, Head of Retail Research


Some questions answered in this report include:

  • 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?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Future Opportunities

            • Trend: Evolving Media
              • Trend: Who are the Joneses
              • Executive Summary

                  • The market
                    • Figure 1: Consumer spend for goods for the home online, 2006-16
                  • Market factors
                    • Companies, brands and innovation
                      • The consumer
                        • 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
                        • Figure 4: Attitudes towards shopping online for the home, November 2011
                        • Figure 5: Customer typologies for shopping for the home online, November 2011
                      • What we think
                      • Issues in the Market

                          • 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

                                    • Key points
                                      • Broadband reaches seven in ten homes
                                        • Figure 6: Broadband penetration, 2006-11
                                      • Broadband bias to young and wealthy
                                        • Figure 7: Broadband penetration, by age and socio-economic group, 2011
                                      • Say hello to mobile broadband
                                        • Figure 8: Selected electronic products/services have at home, July 2009-January 2012
                                      • How customers are using the web
                                        • 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
                                        • Figure 11: Agreement with selected lifestyle statements on other media, 2006-11
                                      • Multichannel shoppers spend more
                                        • Looking ahead
                                        • Broader Market Environment

                                          • Key points
                                            • Slow housing market dents demand for housewares
                                              • Figure 12: Residential property transactions, Q1 2006-Q2 2011
                                            • Rising number of homes positive for housewares
                                              • Figure 13: UK households, by size, 2006-16
                                            • Cautious consumers save more
                                              • Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                            • More 25-34s will boost online shopping for the home
                                              • 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
                                                • Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
                                            • Online Shopping for the Home in Context

                                              • Key points
                                                • Shopping activity in context
                                                  • Products purchased online
                                                    • 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

                                                      • Strengths
                                                        • Weaknesses
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • High growth from low base
                                                              • Figure 18: Online market for home goods, 2007-11
                                                            • Cannibalising store sales?
                                                              • Weak demand for goods for the home
                                                                • How much is online?
                                                                  • 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
                                                                        • Figure 20: Online sales and forecast of goods for the home, 2006-16
                                                                    • Retail Competitor Analysis

                                                                      • 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
                                                                                                          • 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
                                                                                                                                                  • Figure 22: Visits to selected websites, retailers of home products, 2011
                                                                                                                                                  • Figure 23: Visits to general retailer websites, December 2011
                                                                                                                                              • The Consumer – Products Purchased for the Home

                                                                                                                                                • Key points
                                                                                                                                                  • Purchasing activity
                                                                                                                                                    • Figure 24: Repertoire of products purchased for the home in the last three years, November 2011
                                                                                                                                                  • What are they buying?
                                                                                                                                                    • Figure 25: Products purchased for the home in the last three years, November 2011
                                                                                                                                                • The Consumer – How Consumers Shopped

                                                                                                                                                  • Key points
                                                                                                                                                    • The customer journey
                                                                                                                                                        • Figure 26: Shopping patterns for products bought for the home, November 2011
                                                                                                                                                        • Figure 27: Shopping patterns for products bought for the home, November 2011
                                                                                                                                                      • Visiting stores remains important
                                                                                                                                                        • Online involvement
                                                                                                                                                            • 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
                                                                                                                                                                • 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
                                                                                                                                                                  • Figure 30: Shopping patterns for major appliances and furniture – ABs vs all, November 2011
                                                                                                                                                              • The Consumer – Websites Used for Online Shopping for the Home

                                                                                                                                                                • Key points
                                                                                                                                                                  • How many websites are they using?
                                                                                                                                                                    • Figure 31: Repertoire of websites used for online shopping for the home, November 2011
                                                                                                                                                                  • Which websites are they visiting?
                                                                                                                                                                    • 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

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Attitudes towards buying for the home online
                                                                                                                                                                        • 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

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Which devices are used to shop online for the home?
                                                                                                                                                                                          • Figure 34: Use of the internet when shopping online for the home, devices used, November 2011
                                                                                                                                                                                          • Figure 35: Use of the internet when shopping online for the home, devices used, by age, November 2011
                                                                                                                                                                                        • Reviews and social media
                                                                                                                                                                                          • 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

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Target groups
                                                                                                                                                                                                      • Figure 37: Customer typologies for shopping for the home online, November 2011
                                                                                                                                                                                                    • Browsers (19%)
                                                                                                                                                                                                        • Figure 38: Attitudes towards online shopping for the home – Browsers, November 2011
                                                                                                                                                                                                      • Online Groupies (29%)
                                                                                                                                                                                                          • Figure 39: Attitudes towards online shopping for the home – Online Groupies, November 2011
                                                                                                                                                                                                        • Laid Back (26%)
                                                                                                                                                                                                            • Figure 40: Attitudes towards online shopping for the home – Laid Back, November 2011
                                                                                                                                                                                                          • Stay-at-Home (26%)
                                                                                                                                                                                                              • Figure 41: Attitudes towards online shopping for the home – Stay-at-Home, November 2011
                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                              • Figure 42: Broadband penetration, by demographics, 2006-11
                                                                                                                                                                                                          • Appendix – The Consumer – Products Purchased for the Home

                                                                                                                                                                                                              • Figure 43: Most popular products bought for the home in the last three years, by demographics, November 2011
                                                                                                                                                                                                              • Figure 44: Next most popular products bought for the home in the last three years, by demographics, November 2011
                                                                                                                                                                                                              • Figure 45: Other products bought for the home in the last three years, by demographics, November 2011
                                                                                                                                                                                                              • Figure 46: Repertoire of products bought for the home in the last three years, by demographics, November 2011
                                                                                                                                                                                                          • Appendix – The Consumer – How Consumers Shopped

                                                                                                                                                                                                              • Figure 47: How consumers shopped for large domestic appliances for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 48: How consumers shopped for small domestic appliances for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 49: How consumers shopped for furniture for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 50: How consumers shopped for household textiles for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 51: How consumers shopped for kitchenware/cookware for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 52: How consumers shopped for garden products for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 53: How consumers shopped for decorative items for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 54: How consumers shopped for DIY tools and equipment for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 55: How consumers shopped for lighting products for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 56: How consumers shopped for tableware for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 57: How consumers shopped for decorating materials for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 58: How consumers shopped for large DIY goods for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 59: How consumers shopped for carpets and other flooring for the home, by demographics, November 2011
                                                                                                                                                                                                          • Appendix – The Consumer – Websites Used for Online Shopping for the Home

                                                                                                                                                                                                              • Figure 60: Most popular websites used for online shopping for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 61: Next most popular websites used for online shopping for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 62: Other websites used for online shopping for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 63: Least popular websites used for online shopping for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 64: Repertoire of websites used for online shopping for the home, by demographics, November 2011
                                                                                                                                                                                                          • Appendix – The Consumer – Attitudes towards Shopping Online for the Home

                                                                                                                                                                                                              • Figure 65: Agreement with the most popular attitudes towards shopping online for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 66: Agreement with the next most popular attitudes towards shopping online for the home, by demographics, November 2011
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                          • Appendix – The Consumer – How Consumers Access and use the Internet when Shopping for the Home Online

                                                                                                                                                                                                              • Figure 73: Most popular use of the internet when shopping online for the home, by demographics, November 2011
                                                                                                                                                                                                              • Figure 74: Next most popular use of the internet when shopping online for the home, by demographics, November 2011
                                                                                                                                                                                                          • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                              • Figure 75: Target groups, by demographics, November 2011

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          • Alliance Boots
                                                                                                                                                                                                          • Amazon.co.uk
                                                                                                                                                                                                          • AO World Plc
                                                                                                                                                                                                          • Apple Retail UK
                                                                                                                                                                                                          • Archos
                                                                                                                                                                                                          • Argos
                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                          • ASUSTek Computer Inc
                                                                                                                                                                                                          • Bank of England
                                                                                                                                                                                                          • Betterware UK Ltd
                                                                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                          • BSH Home Appliances Corporation [Bosch]
                                                                                                                                                                                                          • BT Group plc
                                                                                                                                                                                                          • Candy S.p.A.
                                                                                                                                                                                                          • Carpetright Plc
                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                          • Comet Group Ltd
                                                                                                                                                                                                          • Costcutter Supermarkets Group
                                                                                                                                                                                                          • Council of Mortgage Lenders
                                                                                                                                                                                                          • Currys
                                                                                                                                                                                                          • Darty Group
                                                                                                                                                                                                          • Debenhams (UK and Republic of Ireland)
                                                                                                                                                                                                          • DFS Furniture Holdings Plc
                                                                                                                                                                                                          • Dixons Retail Plc
                                                                                                                                                                                                          • Dobbies Garden Centres plc
                                                                                                                                                                                                          • Dreams Plc
                                                                                                                                                                                                          • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                                                          • Electrolux
                                                                                                                                                                                                          • Empire Direct PLC
                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                          • Freemans Plc
                                                                                                                                                                                                          • Freeview
                                                                                                                                                                                                          • Glen Dimplex UK Ltd
                                                                                                                                                                                                          • Google UK
                                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                                          • Groupon, Inc.
                                                                                                                                                                                                          • Habitat
                                                                                                                                                                                                          • Hammonds Furniture Ltd
                                                                                                                                                                                                          • Home Retail Group
                                                                                                                                                                                                          • Homebase Ltd
                                                                                                                                                                                                          • House of Fraser Plc
                                                                                                                                                                                                          • HTC
                                                                                                                                                                                                          • IKEA
                                                                                                                                                                                                          • Ipsos MORI
                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                                                          • Kantar Media
                                                                                                                                                                                                          • Kiddicare
                                                                                                                                                                                                          • Kingfisher Group
                                                                                                                                                                                                          • Kingfisher UK & Ireland
                                                                                                                                                                                                          • Lakeland Ltd
                                                                                                                                                                                                          • Laura Ashley Group
                                                                                                                                                                                                          • LG Electronics (UK)
                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                          • Londis (Holdings) Ltd - retail sales
                                                                                                                                                                                                          • Magnet Ltd
                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                          • MFI Furniture Group Plc
                                                                                                                                                                                                          • mmO2 plc
                                                                                                                                                                                                          • Mothercare Plc
                                                                                                                                                                                                          • Nectar
                                                                                                                                                                                                          • Next Group
                                                                                                                                                                                                          • Ocado
                                                                                                                                                                                                          • Office for National Statistics
                                                                                                                                                                                                          • Orange plc (UK)
                                                                                                                                                                                                          • PayPal Inc.
                                                                                                                                                                                                          • PC World (DSG UK Computing)
                                                                                                                                                                                                          • Richer Sounds Plc
                                                                                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                          • Screwfix UK
                                                                                                                                                                                                          • Shop Direct Group
                                                                                                                                                                                                          • Silentnight Holdings
                                                                                                                                                                                                          • Spar UK Ltd
                                                                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                          • The Carphone Warehouse Plc
                                                                                                                                                                                                          • The Harveys Furnishing Group
                                                                                                                                                                                                          • The TJX Companies
                                                                                                                                                                                                          • TripAdvisor LLC
                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                                                                          • Virgin Mobile
                                                                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                          • Wickes Building Supplies Ltd
                                                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                                                          • Wyevale Garden Centres
                                                                                                                                                                                                          • Yahoo! UK & Ireland
                                                                                                                                                                                                          • Yelp Inc.
                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                          Buying for the Home Online - UK - February 2012

                                                                                                                                                                                                          £1,995.00 (Excl.Tax)