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Buying for the Home Online - UK - February 2013

“M-commerce is still in its infancy in the shopping for the home online market, but it has huge growth potential as almost three in ten shoppers would consider using their mobiles to buy home products in the future. The use of mobile devices for shopping online is growing rapidly from a low customer base as people want to shop when, where and how they choose.”
– Neil Mason, Head of Retail Research
Some questions answered in this report include:

  • What motivates consumers to shop online?
  • What is holding back development in this market?
  • To what extent are retailers in the sector embracing multichannel?
  • What are the opportunities for growth?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast consumer spending on home goods online, 2007-17
            • Market factors
              • Broadband penetration rises
                • Figure 2: Broadband penetration, 2007-12
              • Tablet and smartphone ownership growing
                • Stagnant housing market
                  • Companies, brands and innovation
                    • Purchasing online versus in-store
                      • Figure 3: Products purchased for the home online and in-store in the last three years, November 2012
                    • Profile of the online home shopper
                      • Figure 4: Products purchased for the home online in the last three years, November 2012
                    • Websites used for online shopping for the home
                      • Figure 5: Profile of shoppers of websites used to buy products for the home, by age and affluence, November 2012
                    • Attitudes towards shopping online
                      • Figure 6: Attitudes towards shopping for the home, November 2012
                    • Growing use of smartphone and tablets
                      • Figure 7: Devices used for shopping online, November 2011 and November 2012
                    • Most read reviews, but few post them
                      • Figure 8: Attitudes towards shopping for the home online, November 2012
                    • Attitudes towards using smartphones to shop online
                      • Figure 9: Attitudes towards buying products for the home online, November 2012
                    • What we think
                    • Issues in the Market

                        • What motivates consumers to shop online?
                          • What is holding back development in this market?
                            • To what extent are retailers in the sector embracing multichannel?
                              • What are the opportunities for growth?
                              • Trend Applications

                                  • Trend: Guiding Choice
                                    • Trend: Home of the Senses
                                      • 2015 Trend: Old Gold
                                      • Market Environment

                                        • Key points
                                          • Broadband penetration
                                            • Figure 10: Broadband penetration, 2007-12
                                          • Broadband penetration bias
                                            • Figure 11: Broadband penetration, by gender, age and socio-economic group, 2012
                                          • Tablet and smartphone ownership growing
                                            • Figure 12: Selected electronic products/services have at home, July 2010-September 2012
                                          • Attitudes towards the internet
                                            • Figure 13: Agreement with selected lifestyle statements on other media, 2008-12
                                          • Social media
                                            • Stagnant housing market
                                              • Figure 14: UK Residential property transactions by quarter, Q1 2008-Q2 2012
                                            • Growing number of households
                                              • Figure 15: UK households, by size, 2007-17
                                            • Rise in 25-34s good news for market
                                              • Figure 16: Trends in the age structure of the UK population, 2007-17
                                            • The economic climate
                                            • Who’s Innovating?

                                              • Key points
                                                • Home apps
                                                  • Browse and order hubs
                                                    • Retailers ramp up Click and Collect
                                                      • Website innovations
                                                        • Supermarket partnerships
                                                          • YouTube channels
                                                            • Online payments
                                                            • Online Shopping for the Home in Context

                                                              • Key points
                                                                • Clothing and electricals biggest sectors
                                                                  • Figure 17: Home Shopping: product mix, 2011 (est)
                                                              • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Market to grow 16%
                                                                        • Figure 18: Consumer spending on home goods online, 2007-17
                                                                      • Main markets
                                                                        • Online accounts for 10% of overall home market
                                                                          • Figure 19: Consumer spending on home goods online as a percentage of all home goods expenditure, 2007-12
                                                                        • The future
                                                                          • Figure 20: forecast consumer spending on home goods online, 2007-17
                                                                        • Factors used in this forecast
                                                                        • Retail Competitor Analysis

                                                                          • Furniture specialists
                                                                            • IKEA
                                                                              • Carpetright
                                                                                • Dreams
                                                                                  • Lakeland
                                                                                    • MFI
                                                                                      • Magnet
                                                                                        • DFS
                                                                                          • Online retailers of housewares
                                                                                            • Amazon
                                                                                              • Argos
                                                                                                • Dunelm
                                                                                                  • eBay
                                                                                                    • John Lewis
                                                                                                      • Next
                                                                                                        • Marks & Spencer
                                                                                                          • The Range
                                                                                                            • Betterware
                                                                                                              • DIY stores
                                                                                                                • B&Q
                                                                                                                  • Homebase
                                                                                                                    • Electrical stores
                                                                                                                      • Dixons Group
                                                                                                                        • Comet
                                                                                                                          • Grocers
                                                                                                                            • Tesco
                                                                                                                              • Asda
                                                                                                                                • Sainsbury’s
                                                                                                                                  • Houseware specialists
                                                                                                                                    • DRL
                                                                                                                                      • Empire Direct
                                                                                                                                        • Mydeco
                                                                                                                                          • Achica
                                                                                                                                            • Internet traffic
                                                                                                                                              • Figure 21: Visits to selected websites, retailers of home products, January-30 June 2012
                                                                                                                                              • Figure 22: Visits to general retailer websites, August 2012
                                                                                                                                          • The Consumer – Products Purchased for the Home

                                                                                                                                            • Key points
                                                                                                                                                • Figure 23: Products bought for the home in the last three years, November 2012
                                                                                                                                              • Purchasing activity
                                                                                                                                                • Figure 24: Repertoire of products purchased for the home online in the last three years, November 2012
                                                                                                                                              • What are they buying?
                                                                                                                                                • Figure 25: Products purchased for the home online in the last three years, November 2012
                                                                                                                                              • Purchasing online versus in-store
                                                                                                                                                • Profile of the online home shopper
                                                                                                                                                  • Figure 26: Products purchased for the home online in the last three years, November 2012
                                                                                                                                              • The Consumer – Websites Used for Online Shopping for the Home

                                                                                                                                                • Key points
                                                                                                                                                  • Which websites are they visiting?
                                                                                                                                                    • Figure 27: Websites used to buy products for the home, November 2012
                                                                                                                                                  • Pureplayers lead
                                                                                                                                                    • Argos remains popular
                                                                                                                                                      • Grocers
                                                                                                                                                        • John Lewis pushes online
                                                                                                                                                          • Who shops where?
                                                                                                                                                            • Figure 28: Profile of shoppers of websites used to buy products for the home, by age and affluence, November 2012
                                                                                                                                                        • The Consumer – Attitudes Towards Shopping Online for the Home

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 29: Attitudes towards shopping for the home, November 2012
                                                                                                                                                            • Getting the best deal
                                                                                                                                                              • Internet for ideas, but in-store to see and touch
                                                                                                                                                                • Click and collect surges in popularity
                                                                                                                                                                  • Convenience of buying online
                                                                                                                                                                    • More choice
                                                                                                                                                                      • Checking stock online
                                                                                                                                                                        • Buy now, pay later
                                                                                                                                                                        • The Consumer – Devices Used to Shop Online for the Home

                                                                                                                                                                          • Key points
                                                                                                                                                                              • Figure 30: Devices used for shopping online, November 2011 and November 2012
                                                                                                                                                                            • Growing use of smartphone and tablets
                                                                                                                                                                                • Figure 31: Devices used for shopping online, by gender, age and socio-economic group, November 2012
                                                                                                                                                                            • The Consumer – Attitudes Towards Buying Products for the Home

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 32: Attitudes towards shopping for the home online, November 2011 and November 2012
                                                                                                                                                                                • Reading reviews
                                                                                                                                                                                  • Posting reviews
                                                                                                                                                                                      • Figure 33: Attitudes towards shopping for the home online, by age, November 2012
                                                                                                                                                                                    • Voucher codes
                                                                                                                                                                                      • Liking on Facebook
                                                                                                                                                                                        • Engaging consumers through social media
                                                                                                                                                                                        • The Consumer – Attitudes Towards Using Smartphones to Shop Online

                                                                                                                                                                                          • Key points
                                                                                                                                                                                              • Figure 34: Attitudes towards buying products for the home online, November 2012
                                                                                                                                                                                            • Only one in seven use smartphone to purchase
                                                                                                                                                                                              • Under-25s interested in using mobiles for future payments
                                                                                                                                                                                                • Simplifying payments
                                                                                                                                                                                                  • Smartphones for comparing prices
                                                                                                                                                                                                    • Mobile purchasing apps
                                                                                                                                                                                                    • The Consumer – Target Groups

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Four typologies of online shoppers for the home identified
                                                                                                                                                                                                          • Figure 35: Target groups, November 2012
                                                                                                                                                                                                        • Bargain Hunters (20%)
                                                                                                                                                                                                          • In-Store Biased (20%)
                                                                                                                                                                                                            • Big Online Purchasers (15%)
                                                                                                                                                                                                              • Young & Disinterested (45%)
                                                                                                                                                                                                              • Appendix – Market Environment

                                                                                                                                                                                                                  • Figure 36: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                                                                  • Figure 37: GDP, PDI, Consumer expenditure and savings, at current prices, 2007-17
                                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                                  • Figure 38: Forecast best-and-worst-case spending on the home goods online market, at current prices, 2007-17
                                                                                                                                                                                                              • Appendix – The Consumer – Products Purchased for the Home

                                                                                                                                                                                                                  • Figure 39: Most popular products bought in-store for the home in the last three years, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 40: Next most popular products bought in-store for the home in the last three years, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 41: Other products bought in-store for the home in the last three years, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 42: Most popular products bought online for the home in the last three years, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 43: Next most popular products bought online for the home in the last three years, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 44: Other products bought online for the home in the last three years, by demographics, November 2012
                                                                                                                                                                                                              • Appendix – The Consumer – Websites Used for Online Shopping for the Home

                                                                                                                                                                                                                  • Figure 45: Most popular websites used to buy products for the home, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 46: Next most popular websites used to buy products for the home, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 47: Other websites used to buy products for the home, by demographics, November 2012
                                                                                                                                                                                                              • Appendix – The Consumer – Attitudes Towards Shopping Online for the Home

                                                                                                                                                                                                                  • Figure 48: Most popular attitudes towards shopping for the home, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 49: Next most popular attitudes towards shopping for the home, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 50: Attitudes towards shopping for the home, by most popular websites used to buy products for the home, November 2012
                                                                                                                                                                                                                  • Figure 51: Attitudes towards shopping for the home, by next most popular websites used to buy products for the home, November 2012
                                                                                                                                                                                                                  • Figure 52: Attitudes towards shopping for the home, by other websites used to buy products for the home, November 2012
                                                                                                                                                                                                              • Appendix – The Consumer – Devices Used to Shop Online for the Home

                                                                                                                                                                                                                  • Figure 53: Devices used for shopping online, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 54: Devices used for shopping online, by most popular products bought online for the home in the last three years, November 2012
                                                                                                                                                                                                                  • Figure 55: Devices used for shopping online, by next most popular products bought online for the home in the last three years, November 2012
                                                                                                                                                                                                                  • Figure 56: Devices used for shopping online, by other products bought online for the home in the last three years, November 2012
                                                                                                                                                                                                                  • Figure 57: Devices used for shopping online, by most popular websites used to buy products for the home, November 2012
                                                                                                                                                                                                                  • Figure 58: Devices used for shopping online, by next most popular websites used to buy products for the home, November 2012
                                                                                                                                                                                                                  • Figure 59: Devices used for shopping online, by other websites used to buy products for the home, November 2012
                                                                                                                                                                                                              • Appendix – The Consumer – Attitudes Towards Buying Products for the Home

                                                                                                                                                                                                                  • Figure 60: Attitudes towards shopping for the home online, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 61: Attitudes towards shopping for the home online, by most popular products bought online for the home in the last three years, November 2012
                                                                                                                                                                                                                  • Figure 62: Attitudes towards shopping for the home online, by next most popular products bought online for the home in the last three years, November 2012
                                                                                                                                                                                                                  • Figure 63: Attitudes towards shopping for the home online, by other products bought online for the home in the last three years, November 2012
                                                                                                                                                                                                              • Appendix – The Consumer – Attitudes Towards Using Smartphones to Shop Online

                                                                                                                                                                                                                  • Figure 64: Most popular attitudes towards buying products for the home online, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 65: Next most popular attitudes towards buying products for the home online, by demographics, November 2012
                                                                                                                                                                                                              • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                  • Figure 66: Target groups, by demographics, November 2012
                                                                                                                                                                                                                  • Figure 67: Products bought online for the home in the last three years, by target groups, November 2012
                                                                                                                                                                                                                  • Figure 68: Websites used to buy products for the home, by target groups, November 2012
                                                                                                                                                                                                                  • Figure 69: Attitudes towards shopping for the home, by target groups, November 2012
                                                                                                                                                                                                                  • Figure 70: Devices used for shopping online, by target groups, November 2012
                                                                                                                                                                                                                  • Figure 71: Attitudes towards shopping for the home online, by target groups, November 2012
                                                                                                                                                                                                                  • Figure 72: Attitudes towards buying products for the home online, by target groups, November 2012

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              • Amazon.co.uk
                                                                                                                                                                                                              • AO World Plc
                                                                                                                                                                                                              • Argos
                                                                                                                                                                                                              • ASOS (UK retail sales)
                                                                                                                                                                                                              • Aylesford International
                                                                                                                                                                                                              • Carpetright UK
                                                                                                                                                                                                              • Currys
                                                                                                                                                                                                              • Debenhams (UK and Republic of Ireland)
                                                                                                                                                                                                              • Dixons Retail Plc
                                                                                                                                                                                                              • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                              • Google UK
                                                                                                                                                                                                              • Habitat
                                                                                                                                                                                                              • Hammonds Furniture Ltd
                                                                                                                                                                                                              • Home Retail Group
                                                                                                                                                                                                              • Homebase Ltd
                                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                                              • John Lewis Partnership
                                                                                                                                                                                                              • Kingfisher UK & Ireland
                                                                                                                                                                                                              • Lakeland Ltd
                                                                                                                                                                                                              • Magnet Ltd
                                                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                                                              • MFI Furniture Group Plc
                                                                                                                                                                                                              • Nectar
                                                                                                                                                                                                              • Ocado
                                                                                                                                                                                                              • Office for National Statistics
                                                                                                                                                                                                              • PC World (DSG UK Computing)
                                                                                                                                                                                                              • Pixmania
                                                                                                                                                                                                              • Richer Sounds Plc
                                                                                                                                                                                                              • Shop Direct Group
                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                                              • Wal-Mart Stores, Inc
                                                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                              Buying for the Home Online - UK - February 2013

                                                                                                                                                                                                              US $2,583.33 (Excl.Tax)