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Large potential for online home improvement market

Large potential for online home improvement market

The online market for home improvement products in Europe is still small in comparison to other product categories. However, the potential for these online channels is large, especially in Italy and Spain. This is shown by the latest survey of the European home improvement monitor, a month-to-month indicator for home improvement jobs in Europe by USP Marketing Consultancy based on 26,400 interviews per year.

Consumers see a large potential in the online home improvement market

More than half of the consumers in Europe would consider buying a home improvement product online, whereas only 24% did so last year. Only in Belgium, France and the Netherlands consumers are less enthusiastic. Especially the Italian and Spain market have lots of potential. Whereas only few consumers have bought home improvement products online in the last year, more than 75% would consider buying a home improvement product online. The most important reasons for buying home improvement products online are the better price, the ease of finding and comparing products and the better opening hours. However, the better personal attention and the ease of returning a product are still strengths of a physical store. If online sellers of home improvement products exploit their assets, the large potential of the online home improvement market can be fulfilled.

Home improvement products are not yet the most popular category to buy online

Nowadays, more than half of the consumers buy products online more often than 5 times a year. More than a quarter even buys products online at least once a month. Especially in the UK, Germany and Poland, consumers often buy products online. Products that are bought online most often are fashion and shoes, electronics and books and magazines. Home improvement products are almost last on this list. This is a sign of the untapped potential for online channels in the home improvement sector, as the previous numbers indicate that consumers are surely willing to buy home improvement products online.

About the European Home Improvement Monitor

The European residential new build market currently has limited growth potential. Due to the economic recession the new build volumes have dropped dramatically. The renovation and refurbishment sector on the other hand has become important and it is expected its importance will grow even further. There is a lot of information available about the DIY market and the renovation market in the professional segment. However, there?s no  source that provides insight in the size of the total home improvement market, both jobs done by consumers and professionals, and the main trends in this market. The European Home Improvement Monitor is the first research that monitors the market size and main trends in the European home improvement market on a continuous basis. Each month 2,000 successful interviews are conducted across Austria, Belgium, Denmark, Germany, France, Italy, Poland, Netherlands, Spain, Sweden and the United Kingdom. This means that 26,400 interviews are conducted among European consumers on a yearly basis. The results from this research are reported on a quarterly basis and show the development of the market in terms of purchase volume and purchase channels. Furthermore, each quarter in-depth insight is given in topics which are up to date in the market.

For more information, please contact:

USP Marketing Consultancy, Business Unit DIY Reinier Zuydgeest Consultant DIY & Living E: zuydgeest@usp-mc.nlT: +31 10-2066900