Online buying; is there a difference between home improvement products and other products?

Rotterdam, 18th of July 2017 – Around one third of the consumers think there is a clear difference between ordering home improvement products online and ordering other products online. The main differences are the need to see and feel the products, the need for personal advice and difficulties to make a choice.

Reinier Zuydgeest

Door Reinier Zuydgeest
26 jul 2017

The European Home Improvement Monitor is based on 26.400 online interviews with consumers regarding their home improvement behavior. We have asked the European consumers whether they think there is a difference between ordering online when it comes to home improvement products and other types of products. This article shows the results of the European Home Improvement Monitor for the UK and Denmark.

UK vs Denmark

There is clear difference between the opinion of consumers in the UK and the consumers in Denmark. The majority of consumers in the UK (51%) don’t think there is a difference between ordering home improvement products and other types of products online. Around 28% of the DIY consumers in the UK do think there is a difference.

For Denmark, the groups are more equally divided. Around 38% of the DIY consumers in Denmark think there is a difference between ordering home improvement products and other types of products online and 35% of the DIY consumers don’t think there is a difference between ordering home improvement products and other products online.


Reasons for perceived differences in ordering online

When we focus on the DIY consumers who think there is a difference between ordering home improvement products and other types of products online, the top 4 reasons are the same in both countries. However the ranking of these perceived difference vary.

The most important perceived difference when ordering home improvement products online versus other types of products is the same  in both countries. The consumers want to see and feel the product. In the UK this is slightly higher (57%) than in Denmark (53%).

The second most mentioned difference in the UK between ordering home improvement products online versus other products, are the difficulties they experience in making a decisions on which products to buy (35%). In Denmark, The second most mentioned difference is the need for personal advice (42%).

The other most mentioned difficulties in the UK are the need for personal advice (28%) and a smaller offering of home improvement products online (13%).

In Denmark the third and fourth most mentioned difficulties when ordering home improvement products online versus other products are making a choice for a home improvement product online (40%) and the smaller offer of home improvement products online (14%)

In case of any questions, please feel free to contact:

USP Marketing Consultancy, Business Unit DIY

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of Dirk Hoogenboom

zuydgeest@usp-mc.nl
+31 6 26 93 61 09LinkedIn

hoogenboom@usp-mc.nl
+31 6 52 09 89 24LinkedIn

<p>Meer weten?<br>Neem contact op met Dirk Hoogenboom</p>

Heeft u een vraag?
Neem contact op met Reinier Zuydgeest

zuydgeest@usp-mc.nl
+31 6 26 93 61 09LinkedIn

<p>
	Heeft u een vraag?
<br>
	Neem contact op met Reinier Zuydgeest</p>

Meer weten?
Neem contact op met Dirk Hoogenboom

hoogenboom@usp-mc.nl
+31 6 52 09 89 24LinkedIn

<p>Meer weten?<br>Neem contact op met Dirk Hoogenboom</p>
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