19 May 2024, 21:34
By Paul Farley Apr 19, 2024

How do shoppers discover new furniture?

Where are shoppers looking for their next purchase? Are they browsing search engines or social media pages, or do they prefer to visit a store in person to see (and touch) what’s available?

In April's issue, Furniture News, supported by leading 3D furniture product visualisation platform Chaos Cylindo, presented a comprehensive report on how UK consumers shop for furniture – both in-store and online.

Among the areas investigated, the survey’s respondents listed every display/advertising channel that guided their search.

The store remains the principal destination for shoppers looking for furniture. But while traditional advertising channels still have a place – perhaps bolstered by smarter audience segmentation – online adverts and content, across social media, websites and search engines, is crucial to many shoppers’ research and discovery process (at 40%, the latter is particularly significant).

Other findings included:

* Three-fifths (60%) say they find new furniture on the shop floor (and 71% of those aged 65+)

* While only 5% of those aged 65+ discover new furniture through social media content, this proportion rises to 43% of 25-34-year olds. However, the better-established online advertising channels, such as search engines and social media, are beginning to lose favour among the youngest consumers

* The biggest discrepancy in use between men and women also occurs for social media content – 18% compared to 26%

* The number of shoppers citing ‘influencers’ decreases with age, dropping sharply after the 25-34 age bracket (24%)

* TV advertising/sponsorship resonates best in London (34%), while the direct mail advertising/brochure approach bears most fruit in the North West (16%)

Click here to read the full report.


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