Miss
The Role of Digital In the Furniture Shopper Path to Purchase
Google/Compete U.S., November 2012
Google Confidential and Proprietary
1
Overview & methodology
• • Better understand how digital drives furniture research and purchases Compete conducted an online survey using panelists who researched or shopped for furniture online within the past six months. Surveys were fielded between May 18th through June 12th 2012 (n=635) Clickstream purchase analysis was run for Q2 2011 through Q2 2012 (aggregated)
•
We tracked consumers online shopping activity to understand shopping and searching patterns.
We analyzed the behavior of furniture purchasers tracking their behavior backward from the point of purchase.
Surveyed furniture shoppers to understand their shopping behavior.
Source: 2012 Google/Compete Retail Furniture Study, U.S., U.S..
Google Confidential and Proprietary
2
Executive summary
1 2 3 4 5
Digital shopping for furniture is on the rise: nearly all furniture categories grew visitation year-over-year, with online only and dept. stores increasing over 50%. Digital influences offline furniture sales: 66% of in-store purchasers accessed the internet while looking for information on furniture. Mobile devices aid discovery: Nearly half of mobile furniture shoppers discover new brands on mobile devices (44%). Online purchasers research often but are quick to decide: 63% of purchasers visited multiple brand sites, and over half purchased within one week of researching. Non-branded queries are used to support branded research: half of conversions were assisted by non-branded terms and 27% of converters ended their research process with a non-branded search.
Google Confidential and Proprietary 3
Source: 2012 Google/Compete Retail Furniture Study, U.S.
1 in 4 furniture buyers purchase online
Q. Where did you purchase this furniture?
Phone-orders 1% 25% Online
In-Person
74%
Source: 2012 Google/Compete Retail
Google/Compete U.S., November 2012
Google Confidential and Proprietary
1
Overview & methodology
• • Better understand how digital drives furniture research and purchases Compete conducted an online survey using panelists who researched or shopped for furniture online within the past six months. Surveys were fielded between May 18th through June 12th 2012 (n=635) Clickstream purchase analysis was run for Q2 2011 through Q2 2012 (aggregated)
•
We tracked consumers online shopping activity to understand shopping and searching patterns.
We analyzed the behavior of furniture purchasers tracking their behavior backward from the point of purchase.
Surveyed furniture shoppers to understand their shopping behavior.
Source: 2012 Google/Compete Retail Furniture Study, U.S., U.S..
Google Confidential and Proprietary
2
Executive summary
1 2 3 4 5
Digital shopping for furniture is on the rise: nearly all furniture categories grew visitation year-over-year, with online only and dept. stores increasing over 50%. Digital influences offline furniture sales: 66% of in-store purchasers accessed the internet while looking for information on furniture. Mobile devices aid discovery: Nearly half of mobile furniture shoppers discover new brands on mobile devices (44%). Online purchasers research often but are quick to decide: 63% of purchasers visited multiple brand sites, and over half purchased within one week of researching. Non-branded queries are used to support branded research: half of conversions were assisted by non-branded terms and 27% of converters ended their research process with a non-branded search.
Google Confidential and Proprietary 3
Source: 2012 Google/Compete Retail Furniture Study, U.S.
1 in 4 furniture buyers purchase online
Q. Where did you purchase this furniture?
Phone-orders 1% 25% Online
In-Person
74%
Source: 2012 Google/Compete Retail