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Top 10 DIY products European consumers want to buy online

Rotterdam, 22-02-2016

– When aiming for future E-commerce strategies in the DIY sector it is important to know what type of products consumers want to purchase online. In the European Home Improvement Monitor we have asked consumers what type of products they would consider buying online. It turns out that kitchen appliances, power tools and lightning products are the top 3 categories. The categories that are hardly considered are laminate and roof windows.These findings are concluded from 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. Considered online DIY productsWhen asked what DIY products consumers consider purchasing online kitchen appliances is the most popular category. After that a large percentage of the respondents consider purchasing power tools like drills and sanding machines through the internet. In third place lightning tools are most considered for online purchase. There are some interesting differences to point out between countries. Polish German and Austrian consumers are most keen on purchasing kitchen appliances online while for example in the United Kingdom and Sweden power tools are most popular. In Sweden the category Smart Home products is above averagely high.The products that are most favoured for online purchase by European consumers have one thing in common: these are products with a serial number, a type or model name. In other words they are relatively easy to look up online. This way consumers get the opportunity to compare prices in several web shops and pick the best deal available for them at the moment. The categories that score the lowest are products that are more technical or products that you need to see in real life before purchasing. A new laminate floor will determine the whole look and feel of your living room. Consumers want to see and feel this before they purchase. Roof windows are very technical to install and often need customization and you might want professional advice then. The same principal applies to fillers more or less, how do you know which filler you need?Why do consumers buy online?This brings up a question that extends from the above. What are the reasons that consumers want to purchase products online? There are three main reasons to point out why consumers purchase their products online instead of in a DIY store. The most important one is that they think they will get a better price online than in the store. Especially Polish, Italian and Austrian consumers expect better prices in web shops. Next to that around a third of the consumers find the products easier to find and compare online. This is of course very much the case for the easy-to-find products with serial numbers, type names etc. The third main reason for European consumers to shop online is that they think that they will find a larger assortment there.About the European Home Improvement MonitorThe 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 Reinier Zuydgeest, Consultant DIY & Living E: T: +31 10-2066900