The latest consumer survey by the National Bed Federation (NBF) has revealed that bed buyers are increasingly relying on social media for their pre-purchase research.
Consumer research undertaken in October found that across all age groups, social media was used by 18% - a big leap from only 7% in the previous survey in 2021. However, 28% of the 16-34 year-olds reported using it as part of their research prior to purchase.
Simon Williams, the NBF’s head of marketing and membership, says: “Whilst visiting websites and physical stores are still the most popular way of researching what’s available, there is clear evidence that social media channels are having greater influence than they did only a year ago – particularly amongst the under-35s. If you want your brand to stand out in today’s crowded marketplace, you really need to build a carefully planned social media presence.”
Almost half of the respondents used the internet for research, with two thirds of them visiting 2-3 websites and a fifth visiting 4-5. The top five most popular websites visited (in order) were Dreams, Amazon, Argos, Bensons for Beds. and Emma.
When it came to mattress replacement, around 80% were being replaced in less than 10 years, and around 40% were being replaced in less than five, with the average replacement cycle being 6.5 years.
The mean price paid for a bed/mattress was £554, which was considerably lower than the previous £613 from October 2021. Although almost 80% of respondents paid up to £799, 45% paid less than £400.
The full report is available to NBF members and can be accessed here.
Photo courtesy Pexels/Tracy Le Blanc