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Home Office - UK - November 2009

  • Working at home is a major driver for buying home office furniture. Over one in five online adults (7.7m) work at home at least some of the time.
  • Home office furniture is mostly found in multi-function rooms such as living rooms and bedrooms. Less than one in five (6.3m) have a separate study.
  • With the trend towards laptops, more computers are being used without office furniture. Only one in ten (3.9m) had office furniture in more than one type of room, but just under three in ten households have two or more computers.
  • With home offices mostly occupying rooms with other uses, more compact home office furniture is required. Half of online adults (17.5m) want it to occupy as little space as possible and one in five (7 million) want it hidden away when not in use.
  • The health benefits of office chairs giving good back support should be better promoted: 46% (16m) consider this important when choosing home office furniture.
  • Home office furniture needs to come in a range of style options and be less ‘office-like’. Just under a third (10.9m) would be influenced by it matching the décor of the rest of the room.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Customised… or versatile?
                • Setting the scene
                  • Preserving the sanctity of the home
                    • ‘We help you cut down on stress’
                      • Styling the home office
                      • Market in Brief

                        • Recession hits office furniture
                          • Growing demand for compact offices
                            • Changing technology in the home
                              • Fragmented marketplace
                                • Workstations and chairs for the majority
                                  • Flexibility, functionality and style to drive spending
                                  • Internal Market Environment

                                    • Key points
                                      • Growth in penetration of home computers
                                        • Figure 1: Ownership of computers in the home, 2004-09
                                        • Figure 2: Type of computer owned, 2004-08
                                      • Internet usage at home still increasing
                                        • Figure 3: Usage of internet at home, 2007-09
                                      • Demand for quality and style in the home
                                        • Figure 4: Agreement with lifestyle statements, 2004-09
                                    • Broader Market Environment

                                      • Key points
                                        • Discretionary spending hit by recession
                                          • Figure 5: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                        • Housing slump hits furniture spending
                                          • Figure 6: UK housing market, 2004-09
                                        • Compact offices for smaller homes
                                          • Figure 7: UK households, by size, 2004-14
                                        • Growth in key purchasing group
                                          • Figure 8: Trends in the age structure of the UK population, by gender, 2004-14
                                        • Large student population to target
                                          • Figure 9: Student enrolments on Higher Education courses, by level of study, 2003/04-2007/08
                                        • Growing affluence should drive value growth
                                          • Figure 10: Adult population trends, by socio-economic group, 2004-14
                                        • Rising unemployment, but more homeworking
                                          • Figure 11: Employment and unemployment, by gender, 2004-14
                                          • Figure 12: Self-employed and homeworking, 2004-09
                                      • Competitive Context

                                        • Key points
                                          • Furniture market hit hard by recession
                                            • Figure 13: UK retail sales of home office furniture and other household markets, 2004-08
                                          • Strong competition for discretionary spending
                                            • Figure 14: Expenditure priorities, 2007-09
                                        • Strengths and Weaknesses in the Market

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Workstations with a difference
                                                  • Lounger-style workstation
                                                    • Lie-down computer workstation
                                                      • Workstation in a shell
                                                        • SurfChair workstation
                                                          • PC-integrated desk
                                                            • Home office pods
                                                              • Garden offices
                                                                • One for the guys
                                                                  • Keeping fit and healthy while you work
                                                                    • Fitness desks
                                                                      • Solving a multitasking problem
                                                                        • Fit office chair
                                                                          • Embody by Herman Miller
                                                                            • Collapsible massage chair
                                                                              • Flexibility and storage
                                                                                • His and her workstations in a box
                                                                                  • Sofa workstation
                                                                                    • The Trunk Station
                                                                                      • Stacked office desk
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Steady growth reversed by recession
                                                                                            • Figure 15: UK retail sales of home office furniture, at current and constant 2009 prices, 2004-14
                                                                                          • Market segmentation
                                                                                            • Figure 16: Estimated UK retail value sales of home office furniture, by sector, 2009
                                                                                          • The future
                                                                                          • Companies and Products

                                                                                            • Major players
                                                                                              • Argos
                                                                                                • B&Q
                                                                                                  • Furniture Village
                                                                                                    • Hammonds Furniture
                                                                                                      • Homebase
                                                                                                        • Ikea
                                                                                                          • John Lewis
                                                                                                            • Neville Johnson
                                                                                                              • Sharps Home Office
                                                                                                                • Staples
                                                                                                                  • Strachan Furniture
                                                                                                                    • Other retailers
                                                                                                                      • Tesco
                                                                                                                        • Asda
                                                                                                                          • Next
                                                                                                                            • Ryman
                                                                                                                              • PC World
                                                                                                                                • Figure 17: Selected other suppliers in the home office market, 2009
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Non-specialists growing share
                                                                                                                                  • Figure 18: UK retail value sales of home office furniture, by outlet type, 2006-08
                                                                                                                                • MFI a major casualty of recession
                                                                                                                                  • Argos facing increased multichannel competition
                                                                                                                                    • Online growing share of sales
                                                                                                                                    • Ownership and Purchasing

                                                                                                                                      • Key points
                                                                                                                                        • Workstations the preferred choice
                                                                                                                                          • Figure 19: Ownership and purchasing of home office furniture, August 2009
                                                                                                                                          • Figure 20: Purchasing of any home office furniture in last 12 months, by age and daily personal internet usage, August 2009
                                                                                                                                        • Older, male bias to wider ownership
                                                                                                                                          • Figure 21: Ownership of home office furniture, by demographic characteristics, August 2009
                                                                                                                                      • Homeworking and Location of Home Office

                                                                                                                                        • Key points
                                                                                                                                          • One in five work from home
                                                                                                                                            • Figure 22: Incidence of working at home, August 2009
                                                                                                                                            • Figure 23: Incidence of working at home as a proportion of those working, by gender, age and socio-economic group, August 2009
                                                                                                                                          • Living room and bedrooms as home offices
                                                                                                                                            • Figure 24: Rooms where home office furniture is located, August 2009
                                                                                                                                          • Majority only have office furniture in one room
                                                                                                                                            • Figure 25: Repertoire of rooms where home office furniture located, August 2009
                                                                                                                                            • Figure 26: Rooms where home office furniture located, by repertoire of rooms where home office furniture is located, August 2009
                                                                                                                                        • Factors Influencing Choice

                                                                                                                                          • Key points
                                                                                                                                            • Need for compact home offices
                                                                                                                                              • Figure 27: Factors likely to influence choice of office furniture, August 2009
                                                                                                                                            • Women key decision-makers
                                                                                                                                                • Figure 28: Leading factors influencing choice, by demographic characteristics, August 2009
                                                                                                                                                • Figure 29: Number of factors likely to influence choice, August 2009
                                                                                                                                                • Figure 30: Factors likely to influence choice, by number of factors likely to influence choice, August 2009
                                                                                                                                            • Target Groups

                                                                                                                                              • Key points
                                                                                                                                                • Identifying targets
                                                                                                                                                  • Figure 31: Marketing targets for home office furniture based on factors influencing product choice, August 2009
                                                                                                                                                • Out of Sight (28%)
                                                                                                                                                  • Marketing message
                                                                                                                                                    • Function and Style (27%)
                                                                                                                                                      • Who are they?
                                                                                                                                                        • Marketing message
                                                                                                                                                          • Apathetic (45%)
                                                                                                                                                            • Who are they?
                                                                                                                                                              • Marketing message
                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                  • Figure 32: Ownership of computers in the home, by demographics, 2009
                                                                                                                                                                  • Figure 33: Agreement with lifestyle statements, by detailed demographics, 2009
                                                                                                                                                              • Appendix – Ownership and Purchasing

                                                                                                                                                                  • Figure 34: Ownership and purchasing of computer workstations (including hideaways), by demographics, August 2009
                                                                                                                                                                  • Figure 35: Ownership and purchasing of office-style/swivel chair, by demographics, August 2009
                                                                                                                                                                  • Figure 36: Ownership and purchasing of desk lamp, by demographics, August 2009
                                                                                                                                                                  • Figure 37: Ownership and purchasing of shelving unit (for paper work), by demographics, August 2009
                                                                                                                                                                  • Figure 38: Ownership and purchasing of standard desk/writing table/bureau, by demographics, August 2009
                                                                                                                                                                  • Figure 39: Ownership and purchasing of filing cabinet, by demographics, August 2009
                                                                                                                                                                  • Figure 40: Ownership and purchasing of printer table/trolley, by demographics, August 2009
                                                                                                                                                                  • Figure 41: Ownership and purchasing of other office furniture, by demographics, August 2009
                                                                                                                                                                  • Figure 42: Ownership of home office furniture, by demographics, August 2009
                                                                                                                                                                  • Figure 43: Ownership of home office furniture, by demographics, August 2009
                                                                                                                                                                  • Figure 44: Ownership and purchasing of any home office furniture in last 12 months, by demographics, August 2009
                                                                                                                                                              • Appendix – Homeworking and Location of Home Office

                                                                                                                                                                  • Figure 45: Most popular incidence of working at home, by demographics, August 2009
                                                                                                                                                                  • Figure 46: Rooms where home office furniture located, by demographics, August 2009
                                                                                                                                                                  • Figure 47: Repertoire of rooms where home office furniture located, by demographics, August 2009
                                                                                                                                                              • Appendix – Factors Influencing Choice

                                                                                                                                                                  • Figure 48: Most popular factors likely to influence choice of office furniture, by demographics, August 2009
                                                                                                                                                                  • Figure 49: Next most popular factors likely to influence choice of office furniture, by demographics, August 2009
                                                                                                                                                                  • Figure 50: Repertoire of factors likely to influence choice of office furniture, by demographics, August 2009
                                                                                                                                                                  • Figure 51: Factors likely to influence choice of office furniture, by consumer typologies, August 2009
                                                                                                                                                              • Appendix – Target Groups

                                                                                                                                                                  • Figure 52: Consumer typologies, by demographics, August 2009
                                                                                                                                                                  • Figure 53: Rooms where home office furniture located, by consumer typologies, August 2009
                                                                                                                                                                  • Figure 54: Repertoire of rooms where home office furniture located, by consumer typologies, August 2009
                                                                                                                                                                  • Figure 55: Number of factors likely to influence choice, by consumer typologies, August 2009

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Adam & Eve
                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                              • Alliance Boots
                                                                                                                                                              • Amazon.co.uk
                                                                                                                                                              • Apple Retail UK
                                                                                                                                                              • Argos
                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                              • Brico Depôt (France)
                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                              • BT Group plc
                                                                                                                                                              • Bush Industries Inc .
                                                                                                                                                              • Channel 4
                                                                                                                                                              • Co-operative Group
                                                                                                                                                              • Council of Mortgage Lenders
                                                                                                                                                              • Delaney Lund Knox Warren & Partners Ltd
                                                                                                                                                              • Dell B2C Retail
                                                                                                                                                              • Dixons Retail Plc
                                                                                                                                                              • Dolphin
                                                                                                                                                              • Empire Stores Group
                                                                                                                                                              • Focus Group
                                                                                                                                                              • Furniture Village Plc
                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                              • Habitat
                                                                                                                                                              • Hammonds Furniture Ltd
                                                                                                                                                              • Heal's Plc
                                                                                                                                                              • Higher Education Statistics Agency
                                                                                                                                                              • Home Retail Group
                                                                                                                                                              • Homebase Ltd
                                                                                                                                                              • IKEA
                                                                                                                                                              • J. Sainsbury
                                                                                                                                                              • John Lewis Partnership
                                                                                                                                                              • Karmarama
                                                                                                                                                              • Kingfisher Group
                                                                                                                                                              • Kingfisher UK & Ireland
                                                                                                                                                              • La-Z-Boy Incorporated
                                                                                                                                                              • Leo Burnett International (UK)
                                                                                                                                                              • Lidl (UK)
                                                                                                                                                              • Marks & Spencer
                                                                                                                                                              • McCann-Erickson Advertising Ltd
                                                                                                                                                              • MFI Furniture Group Plc
                                                                                                                                                              • Moben
                                                                                                                                                              • National Lottery Commission
                                                                                                                                                              • Nectar
                                                                                                                                                              • Netto Foodstores Ltd
                                                                                                                                                              • Next Group
                                                                                                                                                              • Nintendo UK Entertainment Ltd
                                                                                                                                                              • PC World (DSG UK Computing)
                                                                                                                                                              • R Twining and Company Limited
                                                                                                                                                              • Ryman Ltd
                                                                                                                                                              • Screwfix UK
                                                                                                                                                              • Sharps
                                                                                                                                                              • Staples UK
                                                                                                                                                              • Strachan Furniture Makers Ltd.
                                                                                                                                                              • Sun Capital Partners, Inc.
                                                                                                                                                              • Tesco Plc
                                                                                                                                                              • The HomeForm Group
                                                                                                                                                              • Waitrose
                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                              Home Office - UK - November 2009

                                                                                                                                                              US $2,583.33 (Excl.Tax)