46% of consumers use mobile phones for home and garden purchases
New York and London, Sept. 9, 2020 – The pandemic is inspiring consumers to spend more time and money on sprucing up their homes and gardens, and Amazon is the top online destination they turn to for product discovery in this area, according to a survey by Nosto of U.S. and U.K. consumers.
Over half (52%) of the sample (63% in the U.S.) say they visit Amazon to research home and garden product ideas and recommendations, with 45% using Google. A third (34%) turn to YouTube videos for inspiration while retail store websites came fourth on the list with 30%.
Top Online Channels Consumers Use for Researching Home and Garden Products (U.K. and U.S. consumers)
1. Amazon (52%)
2. Google (45%)
3. YouTube (34%)
4. Online retail stores (30%)
5. Facebook (27%)
6. Instagram (21%)
7. Pinterest (19%)
8. Online magazines/blogs (12%)
The survey of 2,000 U.K. and U.S. consumers by commerce experience platform Nosto suggests retail demand for home and garden purchases is set to continue with 51% of participants (63% in the U.S.) revealing they are motivated to spend money on making their living environment a more comfortable and fun place to be after spending time at home in lockdown.
And online sales are almost as likely to come from mobile as desktop: even while sheltering in place during lockdown, 46% of consumers said they used their mobile phones to make online purchases for their home or garden, compared with 52% who used their computers.
“This year many people have spent more time in their homes than ever before; they’re home working, going out less in the evenings and unlikely to travel abroad on vacation so they’re prioritizing turning their houses into homes,” said Jake Chatt, Nosto’s Head of Brand Marketing. “Retailers in this sector are among the few that have maintained or even increased sales in 2020, but our survey shows that they face a big threat online from Amazon. To stay competitive they have to be visible in places such as Google and YouTube where consumers look for product inspiration, as well as investing in optimizing their end-to-end customer experience – making it easy for website visitors to find and purchase the products they’re looking for and ensuring an easy, frictionless delivery and product returns process.”
Free delivery (51%) followed by fast delivery (41%) were the factors that most consumers in the poll said would make it more likely that they would purchase a home and garden product from an online store. Other important considerations included plenty of positive reviews, good quality product images and free returns. Around one in five consumers (18%) indicated they would be more likely to buy Home & Garden products from an online store if they see clear messaging about the covid-19 measures a retailer has implemented to protect employees and customers.
6 Factors that Influence Online Purchases of Home & Garden Products (U.K. and U.S. consumers)
● Free delivery (51%)
● Fast delivery (41%)
● A large number of positive reviews (36%)
● Plenty of good quality images of the products (34%)
● Returns are free (34%)
● Clear returns policies (29%)
The research is part of a Nosto study, ‘Taking Home & Garden Online’, that explores the growing interest in Home & Garden and DIY during the pandemic. It includes a survey of 2,000 consumers (1,000 US consumers and 1,000 UK consumers). For more data and findings, including country comparisons, download the report at https://www.nosto.com/resources/home-and-garden-consumer-report/
About the Research
Nosto commissioned international market research consultancy Censuswide to conduct an online survey of 1,000 U.S. and 1,000 U.K. consumers. The survey was conducted between July 17th and July 21st. In some questions, respondents were presented with a list of statements and asked whether they “strongly agree”, “somewhat agree”, “neither agree or disagree”, “somewhat disagree”, “strongly disagree”. In the above overview, “Strongly agree” and “somewhat agree” have been combined to get an estimate of the percentage that agreed. The raw data can be supplied on request.
About Nosto
Nosto enables retailers to deliver personalized digital shopping experiences at every touchpoint, across every device. An AI-Powered Commerce Experience Platform designed for ease of use, Nosto empowers retailers to build, launch and optimize 1:1 omnichannel marketing campaigns and digital experiences without the need for dedicated IT resources or a lengthy implementation process. Leading commerce brands in over 100 countries use Nosto to grow their business and delight their customers. Nosto supports its clients from its offices in New York, Los Angeles, London, Paris, Berlin, Stockholm and Helsinki.
Media Contact:
Uday Radia
Cloudnine PR
+44 (0)7940 584161
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