Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast consumer spending on home goods online, 2007-17
- Market factors
- Broadband penetration rises
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- Figure 2: Broadband penetration, 2007-12
- Tablet and smartphone ownership growing
- Stagnant housing market
- Companies, brands and innovation
- Purchasing online versus in-store
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- Figure 3: Products purchased for the home online and in-store in the last three years, November 2012
- Profile of the online home shopper
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- Figure 4: Products purchased for the home online in the last three years, November 2012
- Websites used for online shopping for the home
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- Figure 5: Profile of shoppers of websites used to buy products for the home, by age and affluence, November 2012
- Attitudes towards shopping online
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- Figure 6: Attitudes towards shopping for the home, November 2012
- Growing use of smartphone and tablets
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- Figure 7: Devices used for shopping online, November 2011 and November 2012
- Most read reviews, but few post them
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- Figure 8: Attitudes towards shopping for the home online, November 2012
- Attitudes towards using smartphones to shop online
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- Figure 9: Attitudes towards buying products for the home online, November 2012
- What we think
Issues in the Market
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- What motivates consumers to shop online?
- What is holding back development in this market?
- To what extent are retailers in the sector embracing multichannel?
- What are the opportunities for growth?
Trend Applications
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- Trend: Guiding Choice
- Trend: Home of the Senses
- 2015 Trend: Old Gold
Market Environment
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- Key points
- Broadband penetration
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- Figure 10: Broadband penetration, 2007-12
- Broadband penetration bias
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- Figure 11: Broadband penetration, by gender, age and socio-economic group, 2012
- Tablet and smartphone ownership growing
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- Figure 12: Selected electronic products/services have at home, July 2010-September 2012
- Attitudes towards the internet
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- Figure 13: Agreement with selected lifestyle statements on other media, 2008-12
- Social media
- Stagnant housing market
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- Figure 14: UK Residential property transactions by quarter, Q1 2008-Q2 2012
- Growing number of households
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- Figure 15: UK households, by size, 2007-17
- Rise in 25-34s good news for market
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- Figure 16: Trends in the age structure of the UK population, 2007-17
- The economic climate
Who’s Innovating?
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- Key points
- Home apps
- Browse and order hubs
- Retailers ramp up Click and Collect
- Website innovations
- Supermarket partnerships
- YouTube channels
- Online payments
Online Shopping for the Home in Context
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- Key points
- Clothing and electricals biggest sectors
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- Figure 17: Home Shopping: product mix, 2011 (est)
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Market to grow 16%
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- Figure 18: Consumer spending on home goods online, 2007-17
- Main markets
- Online accounts for 10% of overall home market
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- Figure 19: Consumer spending on home goods online as a percentage of all home goods expenditure, 2007-12
- The future
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- Figure 20: forecast consumer spending on home goods online, 2007-17
- Factors used in this forecast
Retail Competitor Analysis
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- Furniture specialists
- IKEA
- Carpetright
- Dreams
- Lakeland
- MFI
- Magnet
- DFS
- Online retailers of housewares
- Amazon
- Argos
- Dunelm
- eBay
- John Lewis
- Next
- Marks & Spencer
- The Range
- Betterware
- DIY stores
- B&Q
- Homebase
- Electrical stores
- Dixons Group
- Comet
- Grocers
- Tesco
- Asda
- Sainsbury’s
- Houseware specialists
- DRL
- Empire Direct
- Mydeco
- Achica
- Internet traffic
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- Figure 21: Visits to selected websites, retailers of home products, January-30 June 2012
- Figure 22: Visits to general retailer websites, August 2012
The Consumer – Products Purchased for the Home
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- Key points
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- Figure 23: Products bought for the home in the last three years, November 2012
- Purchasing activity
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- Figure 24: Repertoire of products purchased for the home online in the last three years, November 2012
- What are they buying?
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- Figure 25: Products purchased for the home online in the last three years, November 2012
- Purchasing online versus in-store
- Profile of the online home shopper
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- Figure 26: Products purchased for the home online in the last three years, November 2012
The Consumer – Websites Used for Online Shopping for the Home
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- Key points
- Which websites are they visiting?
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- Figure 27: Websites used to buy products for the home, November 2012
- Pureplayers lead
- Argos remains popular
- Grocers
- John Lewis pushes online
- Who shops where?
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- Figure 28: Profile of shoppers of websites used to buy products for the home, by age and affluence, November 2012
The Consumer – Attitudes Towards Shopping Online for the Home
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- Key points
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- Figure 29: Attitudes towards shopping for the home, November 2012
- Getting the best deal
- Internet for ideas, but in-store to see and touch
- Click and collect surges in popularity
- Convenience of buying online
- More choice
- Checking stock online
- Buy now, pay later
The Consumer – Devices Used to Shop Online for the Home
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- Key points
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- Figure 30: Devices used for shopping online, November 2011 and November 2012
- Growing use of smartphone and tablets
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- Figure 31: Devices used for shopping online, by gender, age and socio-economic group, November 2012
The Consumer – Attitudes Towards Buying Products for the Home
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- Key points
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- Figure 32: Attitudes towards shopping for the home online, November 2011 and November 2012
- Reading reviews
- Posting reviews
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- Figure 33: Attitudes towards shopping for the home online, by age, November 2012
- Voucher codes
- Liking on Facebook
- Engaging consumers through social media
The Consumer – Attitudes Towards Using Smartphones to Shop Online
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- Key points
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- Figure 34: Attitudes towards buying products for the home online, November 2012
- Only one in seven use smartphone to purchase
- Under-25s interested in using mobiles for future payments
- Simplifying payments
- Smartphones for comparing prices
- Mobile purchasing apps
The Consumer – Target Groups
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- Key points
- Four typologies of online shoppers for the home identified
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- Figure 35: Target groups, November 2012
- Bargain Hunters (20%)
- In-Store Biased (20%)
- Big Online Purchasers (15%)
- Young & Disinterested (45%)
Appendix – Market Environment
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- Figure 36: Forecast adult population trends, by socio-economic group, 2007-17
- Figure 37: GDP, PDI, Consumer expenditure and savings, at current prices, 2007-17
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Appendix – Market Size and Forecast
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- Figure 38: Forecast best-and-worst-case spending on the home goods online market, at current prices, 2007-17
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Appendix – The Consumer – Products Purchased for the Home
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- Figure 39: Most popular products bought in-store for the home in the last three years, by demographics, November 2012
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- Figure 40: Next most popular products bought in-store for the home in the last three years, by demographics, November 2012
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- Figure 41: Other products bought in-store for the home in the last three years, by demographics, November 2012
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- Figure 42: Most popular products bought online for the home in the last three years, by demographics, November 2012
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- Figure 43: Next most popular products bought online for the home in the last three years, by demographics, November 2012
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- Figure 44: Other products bought online for the home in the last three years, by demographics, November 2012
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Appendix – The Consumer – Websites Used for Online Shopping for the Home
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- Figure 45: Most popular websites used to buy products for the home, by demographics, November 2012
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- Figure 46: Next most popular websites used to buy products for the home, by demographics, November 2012
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- Figure 47: Other websites used to buy products for the home, by demographics, November 2012
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Appendix – The Consumer – Attitudes Towards Shopping Online for the Home
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- Figure 48: Most popular attitudes towards shopping for the home, by demographics, November 2012
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- Figure 49: Next most popular attitudes towards shopping for the home, by demographics, November 2012
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- Figure 50: Attitudes towards shopping for the home, by most popular websites used to buy products for the home, November 2012
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- Figure 51: Attitudes towards shopping for the home, by next most popular websites used to buy products for the home, November 2012
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- Figure 52: Attitudes towards shopping for the home, by other websites used to buy products for the home, November 2012
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Appendix – The Consumer – Devices Used to Shop Online for the Home
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- Figure 53: Devices used for shopping online, by demographics, November 2012
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- Figure 54: Devices used for shopping online, by most popular products bought online for the home in the last three years, November 2012
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- Figure 55: Devices used for shopping online, by next most popular products bought online for the home in the last three years, November 2012
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- Figure 56: Devices used for shopping online, by other products bought online for the home in the last three years, November 2012
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- Figure 57: Devices used for shopping online, by most popular websites used to buy products for the home, November 2012
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- Figure 58: Devices used for shopping online, by next most popular websites used to buy products for the home, November 2012
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- Figure 59: Devices used for shopping online, by other websites used to buy products for the home, November 2012
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Appendix – The Consumer – Attitudes Towards Buying Products for the Home
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- Figure 60: Attitudes towards shopping for the home online, by demographics, November 2012
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- Figure 61: Attitudes towards shopping for the home online, by most popular products bought online for the home in the last three years, November 2012
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- Figure 62: Attitudes towards shopping for the home online, by next most popular products bought online for the home in the last three years, November 2012
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- Figure 63: Attitudes towards shopping for the home online, by other products bought online for the home in the last three years, November 2012
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Appendix – The Consumer – Attitudes Towards Using Smartphones to Shop Online
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- Figure 64: Most popular attitudes towards buying products for the home online, by demographics, November 2012
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- Figure 65: Next most popular attitudes towards buying products for the home online, by demographics, November 2012
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Appendix – The Consumer – Target Groups
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- Figure 66: Target groups, by demographics, November 2012
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- Figure 67: Products bought online for the home in the last three years, by target groups, November 2012
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- Figure 68: Websites used to buy products for the home, by target groups, November 2012
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- Figure 69: Attitudes towards shopping for the home, by target groups, November 2012
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- Figure 70: Devices used for shopping online, by target groups, November 2012
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- Figure 71: Attitudes towards shopping for the home online, by target groups, November 2012
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- Figure 72: Attitudes towards buying products for the home online, by target groups, November 2012
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