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Washers and Dryers - US - August 2010

The market for washers and dryers saw shipments fall from 2007-09 as the collapse of the housing market and slumping consumer confidence drove demand down. There have however been tentative signs of recovery in 2010 and there is certainly pent-up demand building. This report examines the impact of the downturn on the market and analyzes new consumer data to probe the best areas and strategies for future growth. It looks at which demographic groups warrant the greatest focus and which features are likely to appeal to them. It examines how energy efficiency and other features are becoming ever more prominent in major product lines and what implications this has for future growth opportunities.

Consumer data is analyzed by key demographic groups to probe questions such as:

  • What have been the trends in ownership and purchasing over the past decade and especially over the past two years?
  • What life events motivate a higher level of purchasing of washers and dryers?
  • Which consumer groups are most likely to base purchasing decisions on resource conservation, appearance or noise reduction?
  • Which consumers are most interested in steam cycles or other features accommodating different types of clothes?
  • Which consumer groups are willing to pay more for products that are energy efficient machines, front-loading, combination or have cycles that reduce allergies or kill microbes?
  • What are consumer attitudes related to brand? To purchasing appliances in sets?
  • How much research do consumers undertake prior to purchase and which consumer groups are most likely to undertake their research in-store or online?
  • Which consumers are most likely to be poised to purchase a new appliance if their financial situation improves?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising videos
                • Abbreviations and terms
                  • Terms
                  • Executive Summary

                    • Market contracts in 2005-10 with prospects for growth in 2011 and beyond
                      • Housing market and consumer confidence make tough combination
                        • Smaller homes and green living trends shape demand
                          • Laundromats, laundry services and dry cleaners shape competitive context
                            • Washers comprise largest segment, but dryers gain share
                              • Appliance stores and home centers account for over half of sales
                                • Home centers expand reach at the expense of smaller retailers and department stores
                                  • Consolidated market with three major established suppliers and maverick LG Electronics
                                    • Emphasis on style, innovation and “green” qualities in rebranding
                                      • Steam and anti-vibration technologies prominently featured as innovations
                                        • Monitoring energy and “smart” appliances on the horizon
                                          • Innovation in development of special cycles
                                            • Advertising showcases innovations, brand qualities and mom-friendly features
                                              • Innovations in websites
                                                • Sears stands out with innovative campaigns and promotions
                                                  • Trended data show drop in purchasing in 2009
                                                    • Older, wealthier and larger HHs more likely to own appliances
                                                      • Reasons for purchase show increase in replacements
                                                        • Increased purchasing of front-loading washers
                                                          • Water/energy efficiency tops sought-after features
                                                            • Younger buyers and families more likely to seek high-tech, colorful appliances
                                                              • Research and retail considerations vary with income and age
                                                                • Brand loyalty, purchasing washer/dryer together, and pent-up demand
                                                                  • Asians stand out as buyers with strong interest in appliances
                                                                  • Insights and Opportunities

                                                                    • Conservation and promoting “green” products for the short and long term
                                                                      • Developing products and promotions that use cell phones and the internet
                                                                        • Promoting use of combination machines, especially for younger apartment dwellers
                                                                          • Expanding in-store promotions, including product demonstrations
                                                                          • Inspire Insights

                                                                            • Third Place—a place outside the home and office to relax
                                                                              • The view in 2008
                                                                                • The view in 2010
                                                                                  • Chic Laundromats
                                                                                    • Spending more time passively?
                                                                                      • Forget the laundry
                                                                                        • Rise of the Screenager
                                                                                          • What's it about?
                                                                                            • What we've seen
                                                                                              • Specifics
                                                                                                • Implications
                                                                                                • Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Collapse of housing market and recession drive down demand
                                                                                                      • Pent-up demand and resource-saving machines to drive growth in 2010-11 and beyond
                                                                                                        • Figure 1: Total U.S. sales and forecast of washers and dryers, at current prices, 2005-15
                                                                                                        • Figure 2: Total U.S. sales and forecast of washers and dryers, at inflation-adjusted prices*, 2005-15
                                                                                                      • Shipment data also show decline in demand since 2007
                                                                                                        • Figure 3: Manufacturer shipments of laundry appliances, 2005-10
                                                                                                    • Competitive Context

                                                                                                      • Key points
                                                                                                        • Laundromats offer an alternative to in-home washers and dryers
                                                                                                          • Dry cleaners and laundry services offer further competition with at-home appliances
                                                                                                            • Economizing customers cut back on professional laundry services
                                                                                                              • Figure 4: Laundry service, changes in service usage in the past 12 months, March 2009
                                                                                                            • Economizing customers cut back on dry-cleaning services
                                                                                                              • Figure 5: Changes in dry-cleaning service usage in the past 12 months, March 2009
                                                                                                              • Figure 6: Woolite Dry Clean at Home
                                                                                                            • Drying in open air competes with use of dryers
                                                                                                              • Figure 7: U.S. sales of laundry accessories, 2005-09
                                                                                                          • Overall Segment Performance

                                                                                                            • Key points
                                                                                                              • Figure 8: U.S. sales and forecast of laundry appliances, at current prices, by segment, 2005-15
                                                                                                              • Figure 9: U.S. sales of laundry appliances, by segment, 2008 and 2010
                                                                                                          • Segment Performance—Washers

                                                                                                            • Key points
                                                                                                                • Figure 10: U.S. sales and forecast of washers, at current prices, 2005-15
                                                                                                                • Figure 11: U.S. sales and forecast of washers, at inflation-adjusted prices*, 2005-15
                                                                                                                • Figure 12: Factory unit shipments of washers, 2004-09
                                                                                                            • Segment Performance—Dryers

                                                                                                              • Key points
                                                                                                                • Figure 13: U.S. sales and forecast of dryers, at current prices, 2005-15
                                                                                                                • Figure 14: U.S. sales and forecast of dryers, at inflation-adjusted prices*, 2005-15
                                                                                                                • Figure 15: Factory unit shipments of dryers, 2004-09
                                                                                                              • Gas vs. electric
                                                                                                                • Figure 16: U.S. shipments of gas and electric dryers, 2007 and 2009
                                                                                                                • Figure 17: Factory unit shipments of electric dryers, 2004-09
                                                                                                                • Figure 18: Factory unit shipments of gas dryers, 2004-09
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Appliance stores and home centers account for half of laundry appliance sales
                                                                                                                    • Figure 19: U.S. sales of laundry appliances, by retail channel, 2008 and 2010
                                                                                                                  • Top 10 retailers dominate the wider appliance market
                                                                                                                    • Figure 20: Sales of major home appliances by top appliance retailers, 2008
                                                                                                                • Retail Channels—Household Appliance Stores

                                                                                                                  • Key points
                                                                                                                    • Smaller appliance stores struggle to weather downturn
                                                                                                                      • Best Buy stands out as top appliance specialty chain
                                                                                                                        • Figure 21: U.S. sales of laundry appliances at household appliance stores, 2005-10
                                                                                                                    • Retail Channels—Home Centers

                                                                                                                      • Key points
                                                                                                                        • Home centers carve out growing share from 2005-10
                                                                                                                          • Figure 22: U.S. sales of laundry appliances at home centers, 2005-10
                                                                                                                        • Lowe’s leads the home center segment
                                                                                                                        • Retail Channels—Department Stores

                                                                                                                          • Key points
                                                                                                                            • Department stores see market share drop
                                                                                                                              • Figure 23: U.S. sales of laundry appliances at department stores, 2005-10
                                                                                                                            • Sears offers aggressive promotions, new website and rebranding of Kenmore
                                                                                                                            • Retail Channels—Other Retailers

                                                                                                                              • Key points
                                                                                                                                • Figure 24: U.S. sales of laundry appliances at other retailers, 2005-10
                                                                                                                            • Market Drivers

                                                                                                                              • Key points
                                                                                                                                • Home ownership and housing market core drivers for appliances
                                                                                                                                  • Homeowners twice as likely as renters to own washers/dryers
                                                                                                                                    • Figure 25: Ownership of washers and dryers, by home ownership, November 2008-December 2009
                                                                                                                                  • Those buying a new home more than twice as likely to buy a washer/dryer
                                                                                                                                    • Figure 26: Recent purchasing of washers and dryers, by life events, November 2008-December 2009
                                                                                                                                  • Housing market drops from 2006-09, only limited signs of recovery in 2010
                                                                                                                                    • Figure 27: Sales of existing and new single-family homes, 2001-09
                                                                                                                                    • Figure 28: Seasonally adjusted annual rates of sales for existing and new single-family homes, by month, January-May 2010
                                                                                                                                  • Trend towards smaller homes
                                                                                                                                    • Impact of the downturn on purchasing: declines in income and confidence
                                                                                                                                      • After dropping in 2007-09, consumer confidence shows slow increase in 2010
                                                                                                                                        • Figure 29: University of Michigan’s Index of Consumer Sentiment (ICS), 2001-09
                                                                                                                                        • Figure 30: Purchase in the past 12 months, by household income, November 2008-December 2009
                                                                                                                                        • Figure 31: Purchase in the past 12 months, by household income, January-November 2007
                                                                                                                                      • Green trends and interest in resource-saving appliances
                                                                                                                                      • Leading Companies

                                                                                                                                        • Key points
                                                                                                                                          • Laundry appliances available in economical, mass-market and premium lines
                                                                                                                                            • Whirlpool Corporation (Whirlpool, Maytag, Amana)
                                                                                                                                              • General Electric (GE)
                                                                                                                                                • Electrolux (Frigidaire)
                                                                                                                                                  • LG Electronics
                                                                                                                                                  • Brand Qualities

                                                                                                                                                    • Key points
                                                                                                                                                      • Whirlpool (Whirlpool, Maytag, Amana)
                                                                                                                                                        • Whirlpool combines style, innovation and energy-saving qualities
                                                                                                                                                          • Maytag offers masculine, tough and powerful brand image
                                                                                                                                                            • Amana offers affordable design in easy-to-use appliances
                                                                                                                                                              • Sears (Kenmore) offers revamped, upgraded brand image
                                                                                                                                                                • General Electric (GE) associated with energy conservation and high-tech innovation
                                                                                                                                                                  • Electrolux (Frigidaire, Electrolux)
                                                                                                                                                                    • Electrolux positioned as premium European brand for high-powered moms
                                                                                                                                                                      • Frigidaire brand is revamped with new look and mom-centric orientation
                                                                                                                                                                        • Figure 32: Frigidaire new logo, 2010
                                                                                                                                                                      • LG Electronics (LG) offers hip, playful products in bold colors
                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Products that save energy and water at the forefront of innovations
                                                                                                                                                                            • Energy Star certification is becoming the standard
                                                                                                                                                                              • Whirlpool’s Vantage line features touchscreen LCD, USB port and monitors energy savings
                                                                                                                                                                                • Figure 33: Whirlpool Vantage washer and dryer, 2010
                                                                                                                                                                              • Whirlpool and GE developing “smart” appliances that interface with “smart” meters
                                                                                                                                                                                • Appliances offering special cycles that offer convenience and speed
                                                                                                                                                                                  • Bold colors, steam and anti-vibration features integrated into greater range products
                                                                                                                                                                                    • Figure 34: Frigidaire Affinity washer, 2010
                                                                                                                                                                                  • Steam features remove stains, freshen clothes and reduce wrinkles
                                                                                                                                                                                    • Improvements in vibration-control technology widely promoted
                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Electrolux helps moms “be even more amazing”
                                                                                                                                                                                          • Figure 35: Electrolux, 2010
                                                                                                                                                                                        • Kenmore Elite offers modern look and “green” identity
                                                                                                                                                                                          • Figure 36: Kenmore Elite, 2010
                                                                                                                                                                                        • Samsung showcases anti-vibration technology
                                                                                                                                                                                          • Figure 37: Samsung, 2009
                                                                                                                                                                                        • LG Electronics touts unique qualities through artistic ads with surreal element
                                                                                                                                                                                          • Figure 38: LG Electronics washer with TrueSteam technology, 2009
                                                                                                                                                                                        • Maytag ad emphasizes “toughness” of brand
                                                                                                                                                                                          • Figure 39: Maytag washer, 2009
                                                                                                                                                                                        • Maytag pairs with Clorox
                                                                                                                                                                                          • Figure 40: Maytag and Clorox, 2010
                                                                                                                                                                                        • Use of websites to showcase products, lifestyles and promotions
                                                                                                                                                                                          • Other facets of standout marketing and advertising campaigns
                                                                                                                                                                                            • Sears uses Blue Appliance Crew to promote products and extends popular layaway program
                                                                                                                                                                                              • Sears launches The Big Switch program to encourage customers to change appliances
                                                                                                                                                                                                • Frigidaire seeks allegiance of busy moms with innovative web campaign
                                                                                                                                                                                                • The Consumer—Trended Data 2001-09

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 41: Ownership and recent purchasing of washers and dryers, trended, 2001-09
                                                                                                                                                                                                  • The Consumer—Ownership and Frequency of Purchase

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Ownership increases with income
                                                                                                                                                                                                          • Figure 42: Ownership of washers and dryers, by household income, April 2010
                                                                                                                                                                                                        • Ownership strong among all over-35s
                                                                                                                                                                                                            • Figure 43: Ownership of washers and dryers, by age, April 2010
                                                                                                                                                                                                          • Ownership higher for those with children in household
                                                                                                                                                                                                            • Figure 44: Ownership of washers and dryers, by children in household, April 2010
                                                                                                                                                                                                          • Half of respondents purchased their appliances in past five years
                                                                                                                                                                                                              • Figure 45: When purchased current washer, dryer or combination machine, April 2010
                                                                                                                                                                                                              • Figure 46: When purchased current washer, dryer or combination machine, May 2008
                                                                                                                                                                                                            • Upper-income HHs most likely to purchase washer in past five years
                                                                                                                                                                                                                • Figure 47: When purchased current washer, by household income, April 2010
                                                                                                                                                                                                              • Young respondents more likely to be acquiring new appliances
                                                                                                                                                                                                                  • Figure 48: When purchased current washer, by age, April 2010
                                                                                                                                                                                                              • Reason for Purchase

                                                                                                                                                                                                                • Reasons for replacement
                                                                                                                                                                                                                  • Replacement as main reason for purchase has increased from 2008-10
                                                                                                                                                                                                                    • Figure 49: Reason for purchase of last washer or dryer, May 2008 and April 2010
                                                                                                                                                                                                                  • Replacement becomes less significant reason among upper-income HHs
                                                                                                                                                                                                                    • Figure 50: Reason for purchase of last washer or dryer, by household income, April 2010
                                                                                                                                                                                                                  • Older buyers are replacing old appliances, younger ones buying for first time
                                                                                                                                                                                                                    • Figure 51: Reason for purchase of last washer or dryer, by age, April 2010
                                                                                                                                                                                                                  • Those with two or more children motivated by added features and capacity
                                                                                                                                                                                                                    • Figure 52: Reason for purchase of last washer or dryer, by children in household, April 2010
                                                                                                                                                                                                                • Features of Most Recently Purchased Washer

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Interest in front-loading machines grows from 2008-10
                                                                                                                                                                                                                      • Figure 53: Features of/attitudes towards most recently purchased washer, May 2008 and April 2010
                                                                                                                                                                                                                    • Upper-income buyers value appearance and added features
                                                                                                                                                                                                                      • Figure 54: Features of most recently purchased washer, by household income, April 2010
                                                                                                                                                                                                                    • Younger buyers more likely to buy front-loading washers and seek added features
                                                                                                                                                                                                                      • Figure 55: Features of most recently purchased washer, by age, April 2010
                                                                                                                                                                                                                    • Those with children seek more qualities and features from their washers
                                                                                                                                                                                                                      • Figure 56: Features of most recently purchased washer, by children in household, April 2010
                                                                                                                                                                                                                  • Attitudes and Interest Related to Special Features

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Changes in attitudes and features for future purchase from 2008-10
                                                                                                                                                                                                                        • For “made in America,” front-loading and combination appliances, limited change in interest from 2008-10
                                                                                                                                                                                                                          • Figure 57: Features willing to pay more for–part I, May 2008 and April 2010
                                                                                                                                                                                                                        • Energy-efficient, steam-cleaning and antimicrobial features valued
                                                                                                                                                                                                                          • Figure 58: Features willing to pay more for–part II, May 2008 and April 2010
                                                                                                                                                                                                                        • In 2010, decline in interest in simpler machines and bright colors
                                                                                                                                                                                                                          • Figure 59: Attitudes toward diverse features, May 2008 and April 2010
                                                                                                                                                                                                                        • Age is central to interest in features and attitudes
                                                                                                                                                                                                                          • Younger consumers show far more interest in range of special features
                                                                                                                                                                                                                            • Figure 60: Willing to pay more for feature, by age, April 2010
                                                                                                                                                                                                                          • Younger consumers seek more colorful appliances and “bells and whistles”
                                                                                                                                                                                                                            • Figure 61: Attitudes toward diverse features, by age, April 2010
                                                                                                                                                                                                                          • Upper-income HHs willing and able to pay more for added features
                                                                                                                                                                                                                            • Upper-income HHs prioritize energy efficiency and seek front-loading machines
                                                                                                                                                                                                                              • Figure 62: Willing to pay more for feature, by household income, April 2010
                                                                                                                                                                                                                            • Upper-income consumers seek more “bells and whistles”
                                                                                                                                                                                                                              • Figure 63: Attitudes toward diverse features, by household income, April 2010
                                                                                                                                                                                                                            • HHs with children should be target for feature-laden appliances
                                                                                                                                                                                                                              • Families willing to pay more for range of features
                                                                                                                                                                                                                                • Figure 64: Willing to pay more for feature, by children in household, April 2010
                                                                                                                                                                                                                              • Families seek more features and brighter colors
                                                                                                                                                                                                                                • Figure 65: Attitudes toward diverse features, by children in household, April 2010
                                                                                                                                                                                                                            • Research and Other Retail Considerations

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Amount spent, warranties, amount of research and online purchasing
                                                                                                                                                                                                                                    • Figure 66: Choices related to washer purchase, by household income, April 2010
                                                                                                                                                                                                                                  • In-store visits and online sources comprise major research sources
                                                                                                                                                                                                                                    • Figure 67: Methods used to find information leading to purchase, by age, April 2010
                                                                                                                                                                                                                                  • Income shapes the amount and type of research consumers undertake
                                                                                                                                                                                                                                    • Figure 68: Methods used to find information leading to purchase, by household income, April 2010
                                                                                                                                                                                                                                  • HHs with children undertake more research
                                                                                                                                                                                                                                    • Figure 69: Methods used to find information leading to purchase, by children in household, April 2010
                                                                                                                                                                                                                                • Brand Considerations and Plans For Replacement

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Consumers perceive differences between brands, but show little loyalty
                                                                                                                                                                                                                                      • Figure 70: Brand attitudes and allegiance, May 2008 and April 2010
                                                                                                                                                                                                                                    • Over a quarter would purchase new appliances if they had more money
                                                                                                                                                                                                                                      • Figure 71: Attitudes towards replacement, May 2008 and April 2010
                                                                                                                                                                                                                                    • Younger buyers most likely to buy appliance if had more money
                                                                                                                                                                                                                                      • Figure 72: Attitudes towards replacement, by age, April 2010
                                                                                                                                                                                                                                    • Upper-income HHs more likely to replace both appliances
                                                                                                                                                                                                                                      • Figure 73: Attitudes towards replacement, by household income, April 2010
                                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Blacks show below-average ownership
                                                                                                                                                                                                                                        • Figure 74: Ownership of washers and dryers, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                      • Hispanics often first-time buyers while Asians seek new features
                                                                                                                                                                                                                                        • Figure 75: Reason for purchase of last washer or dryer, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                      • Blacks, Asians and Hispanics show higher interest in brightly colored appliances
                                                                                                                                                                                                                                        • Figure 76: Attitudes toward diverse features, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                      • Asians and Hispanics research through internet and watch commercials
                                                                                                                                                                                                                                        • Figure 77: Methods used to find information leading to purchase, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                      • Pent-up demand among Asians
                                                                                                                                                                                                                                        • Figure 78: Attitudes towards replacement, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                        • Feature Seekers
                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                              • Back to Basics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Free Lunchers
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                            • Figure 79: Washer and dryer clusters, April 2010
                                                                                                                                                                                                                                                            • Figure 80: Attitudes and behavior in most recent purchase, by washer and dryer clusters, April 2010
                                                                                                                                                                                                                                                            • Figure 81: Interest in additional features (willing to pay), by washer and dryer clusters, April 2010
                                                                                                                                                                                                                                                            • Figure 82: Interest in additional features (not willing to pay), by washer and dryer clusters, April 2010
                                                                                                                                                                                                                                                            • Figure 83: Attitudes toward diverse features, by washer and dryer clusters, April 2010
                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                            • Figure 84: Washer and dryer clusters, by gender, April 2010
                                                                                                                                                                                                                                                            • Figure 85: Washer and dryer clusters, by age, April 2010
                                                                                                                                                                                                                                                            • Figure 86: Washer and dryer clusters, by household income, April 2010
                                                                                                                                                                                                                                                            • Figure 87: Washer and dryer clusters, by race, April 2010
                                                                                                                                                                                                                                                            • Figure 88: Washer and dryer clusters, by Hispanic origin, April 2010
                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Dads show highest interest in additional features
                                                                                                                                                                                                                                                                • Figure 89: Reason for purchase of last washer or dryer, by gender and presence of children, April 2010
                                                                                                                                                                                                                                                              • Features in latest machine vary with gender of parent
                                                                                                                                                                                                                                                                  • Figure 90: Features of most recently purchased washer, by gender and presence of children, April 2010
                                                                                                                                                                                                                                                                • Dads show highest interest in high-tech features
                                                                                                                                                                                                                                                                  • Figure 91: Willing to pay more for feature, by gender and presence of children, April 2010
                                                                                                                                                                                                                                                                • Moms do the most research and dads most likely to purchase online
                                                                                                                                                                                                                                                                    • Figure 92: Choices related to washer purchase, by gender and presence of children, April 2010
                                                                                                                                                                                                                                                                  • Dads consult the greatest range of research sources
                                                                                                                                                                                                                                                                    • Figure 93: Methods used to find information leading to purchase, by gender and presence of children, April 2010
                                                                                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                    • Figure 94: When purchased current dryer, by household income, April 2010
                                                                                                                                                                                                                                                                    • Figure 95: When purchased current dryer, by age, April 2010
                                                                                                                                                                                                                                                                    • Figure 96: Choices related to washer purchase, by age, April 2010
                                                                                                                                                                                                                                                                    • Figure 97: Brand attitudes and allegiance, by age, April 2010
                                                                                                                                                                                                                                                                    • Figure 98: Brand attitudes and allegiance, by household income, April 2010
                                                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                  • Amazon North America
                                                                                                                                                                                                                                                                  • Apple, Inc
                                                                                                                                                                                                                                                                  • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                                                                  • Best Buy stores (USA)
                                                                                                                                                                                                                                                                  • Clorox Company , The
                                                                                                                                                                                                                                                                  • Conn's Inc.
                                                                                                                                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                  • Craigslist
                                                                                                                                                                                                                                                                  • Electrolux Home Products - North America
                                                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                                                  • Flickr
                                                                                                                                                                                                                                                                  • General Electric Company
                                                                                                                                                                                                                                                                  • Haier America
                                                                                                                                                                                                                                                                  • Home & Garden Television
                                                                                                                                                                                                                                                                  • Home Depot (USA)
                                                                                                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                                                                                                  • LG Electronics Inc (USA)
                                                                                                                                                                                                                                                                  • Lowe Worldwide
                                                                                                                                                                                                                                                                  • Maytag Corporation
                                                                                                                                                                                                                                                                  • MetLife, Inc. (Metropolitan Life Insurance Company)
                                                                                                                                                                                                                                                                  • MySpace.com
                                                                                                                                                                                                                                                                  • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                                  • P.C. Richard & Son
                                                                                                                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                  • Reuters Group PLC
                                                                                                                                                                                                                                                                  • SAM's Club
                                                                                                                                                                                                                                                                  • Samsung Electronics (USA)
                                                                                                                                                                                                                                                                  • Sears Holdings Corporation
                                                                                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                  • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                  • University of Michigan, The
                                                                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                                                                  • Whirlpool Corporation
                                                                                                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                                                                                                  Washers and Dryers - US - August 2010

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