European Home Improvement Monitor

Transcription

1 European Home Improvement Monitor The complete insight on European consumers spending on their home Drs. Jan Paul Schop Reinier Zuydgeest MSc.

2 Research Factsheet Research objective Complete overview of spending on home improvement Detailed insights for 18 product categories Market shares online & offline purchase channels Development of DIY versus DIFM Quarterly themes 2015 Q1 Customer orientation Q2 Sustainability Q3 Love brands Q4 E-commerce Planning & Process Target groups & number of interviews Consumers: 26,400 per year 11 countries 200 interviews per month in each country Methodology Quantitative online research European countries included Costs for various subscriptions Single country/category 2,600 European manufacturer 9,000 (all countries for single category) European retailer 20,000 (all countries and all categories) Analysis, reporting & advice Thorough data analysis in SPSS Comprehensive report in PowerPoint incl. advice Additional analyses on your exclusive questions 2

3 Information provided by the research Subscribers to the European Home Improvement monitor will receive 4 reports per year (each quarter) with the following results: 1. Home improvement key insights Questions: Insights Who performed home improvement jobs? DIY versus DIFM Who purchased the product and decided the brand? DMU and orientation moment of truth Where were home improvement products bought? Spending per category per country How much was spend? Shares of purchase channels online and offline When will markets grow? Expected turnover and forecast model. 2. Insights in your product category (see next sheet) Insights in spending on specific products in the category. Insights in role of professional and purchase channels. Insights on consumer orientation, decision making and brand preferences. 3. Theme questions Each quarter a specific theme will be included in the research. As a subscriber you can give specific input that is relevant to you on the theme. Theme s are Consumer oriëntation, Sustainability, Love brands and E-commerce. Theme s 2015 Q1 Customer orientation Q2 Sustainability Q3 Love brands Q4 E-commerce 4. Development of spending on home improvement products per country Two times per year full year and half year results will be compared with the same periods of the previous year. This will provide insight in spending on home improvement products on country level and it s development. 5. Exclusive questions As a subscriber you can include 5 exclusive questions a year. You can choose you own subjects and questions. These questions will be asked to a representative sample (N=400) of consumers in 11 countries. Results will be exclusively reported to your company. 3

4 Product categories that are available in the Adhesives, sealants, fillers & mortars Insulation Bathroom products & tiles Plaster board & stone Doors, window frames & glass Roofing Electrical & home automation Kitchen products Furniture Paint, plaster & paint supplies Floors Roof daylight solutions Garden products Safety & security Hand tools, power tools & garden tools Wallpaper & wallpaper adhesives HVAC Window decoration 4

5 What to expect from the report? Results from study on European level (Also available on country and product category level) Spending on home improvement in Europe ,3 110,0 102,0 78,7 88,0 111,8 Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Share of DIY vs. Do-it-for-me in home improvement jobs +1.6% Q2 13 Q % 67% 33% 33% DIY DIFM Q % Q % -3.1% 5

6 What to expect from the report? Product specific insights (Available for all product categories) Type of paint job (last 4 quarters) 100% 90% 80% 70% 60% 21% 21% 14% 14% 17% 20% 10% 14% 26% 30% 12% 15% 11% 19% 32% 14% 17% 19% 16% 16% 50% 40% 30% 20% 10% 0% 65% 65% 73% 66% 62% 55% 71% 54% 67% 64% Exterior Both Interior 6

7 What to expect from the report? Quarterly themes Q1 Customer Orientation Online 32% Online 8% Offline 24% Q3 Love brands Customer journey home improvement products Online & Offline 20% Online 4% Offline 16% Q2 Sustainability Offline 48% Online 4% Offline 44% Q4 E-commerce 7

8 31.5% Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 What to expect from the report? Country factsheets & trends (example Belgium) Population 11.2 m Population per square km Number of households 4.7 m People per household 2.3 Population over % Owner-occupied houses 72.3% Households with internet 80.0% Broadband subscriptions 33.0 Mobile subscriptions GDP per capita Inflation 1.3% 100% 75% 50% 25% 0% 37% 63% DIFM vs. DIY 30% 27% 32% 33% 30% 70% 73% 68% 67% 70% 30% 20% 10% 8,1% 0% Q , Q ,4% 8,6% 8,7% 8,4% 8,5% 8,5% Q1 Unemployment Q2-24,0-18,0 Q1 Q2 Q3-7,0 Q3 Q4 Consumer confidence Q Q ,0-8,0-10,0 Q4 Q Q % 75% 50% 25% 0% 26% 1% 39% 34% Purchase channel 13% 1% 22% 22% 28% 1% 2% 2% 42% 37% 34% 33% 44% 40% 42% 37% 21% 2% 32% 45% 8

9 Research overview and costs Research costs Overview various reports Chapter National manufacturer (Single country & category) International manufacturer (All countries for single category) National retailer (Single country & all categories) International retailer (All countries & categories) European consumers key insights Home improvement developments and trends Results from quarterly theme Add your exclusive customer questions Single country & one product category by choice All countries & one product category by choice Single country & 18 product categories All countries & 18 product categories Costs subscription (4 reports per year) 3,600 9,000 5,600 20,000 It is possible to modify the subscription to your specific information needs: Adding a category to the international manufacturer report will cost 3,000 per category. Adding a country to the national retailer report will cost 1,600 per country. 9

10 Subscribe to the If you would like to subscribe to the please send your details by or fax to: E: / F: +31(0) Any questions on the? Contact us: Drs. Jan-Paul Schop Managing Partner Focus: Construction, Installation & DIY M: E: Reinier Zuydgeest M.Sc. Consultant Focus: DIY & Living M: E: A selection of our subscribers 10