2017 NETSERTIVE HOME APPLIANCE PATH TO PURCHASE SURVEY
How does digital marketing influence consumer's home appliance purchasing decisions?
WHAT WE WANTED TO KNOW
2017 Netsertive Home Appliance Path to Purchase Survey
WHAT WE DID
We used Google Consumer Surveys to gain further insight into how digital influenced the decisions of those who had purchased a large home appliance within the past 6 months. The survey was conducted in September 2017 and included over 500 respondents, ages 18-65.
An online presence is critical. 86 percent of shoppers visited a local store or manufacturer website.
Buyers move fast. Over half of shoppers made their purchase in one week or less.
KEY TAKEAWAYS
Appliance shoppers research online, buy in-store. 87 percent of shoppers purchased their appliance in-store.
90% of respondents said that this wasn't their first time purchasing an appliance.
Of shoppers researched online, but purchased their appliance in-store.
NOT THEIR FIRST TIME PURCHASING AN APPLIANCE
APPLIANCE SHOPPERS RESEARCH ONLINE, BUT STILL PREFER TO PURCHASE IN STORE
87%
Which of the following online sources did you use to research before purchase? Select all that apply.
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MANUFACTURER WEBSITE
While it’s clear many digital sources play a role in appliance purchasing decisions, search engines, local retailer websites and manufacturer websites topped the list of online influence.
LOCAL RETAILER WEBSITE
SEARCH ENGINES
DIGITAL IS KEY TO BUILDING INFLUENCE
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43%
30%
42%
The majority of respondents knew the brand and the retailer they wanted to purchase from. To stay competitive, retailers and brands need to own more of their local market share online.
When you first started looking for an appliance, which one of the following best describes your knowledge about which brand and retailer you wanted to purchase from?
THE LAST MILE IS LOCAL
With retailers approaching the busiest shopping season of the year, it's critical they align their digital and physical presence to drive sales. “We understand the unique challenges home goods retailers are facing as ecommerce giants start invading the space. We’re committed to helping both brands and retailers succeed by facilitating a partnership between the two and executing streamlined co-op marketing campaigns to reach high-intent appliance shoppers.” - Brendan Morrissey, CEO and Co-Founder of Netsertive
Almost half of respondents spent one week or less researching before making a purchase.
APPLIANCE SHOPPERS ARE HIGH INTENT
How much time passed from when you first started researching to when you actually purchased the appliance?
AGE EFFECTS TIME TO PURCHASE
Shoppers ages 18 to 34 had a longer research cycle, averaging one to two weeks. Shoppers ages 35 to 54 had a shorter research cycle, averaging less than one week.
BABY BOOMERS ARE IN THEIR APPLIANCE BUYING YEARS
It's not all about the Millennials. The 50 to 64 age group represented the largest group of new appliance buyers.
What is your current age?
When you first started shopping for a new appliance, how many models did you consider?
APPLIANCE SHOPPERS EXPLORE THEIR OPTIONS
The majority of respondents said they considered at least 2 models during their research process.
"We've broken daily, weekly and monthly sales records since we began our partnership with Netsertive, with sales increasing up to 14 percent. Early on, we were seeing traffic and sales increases from regions where Netsertive is our only source of advertising, allowing us to extend our reach without the expense of traditional print-based or mass media advertising." Kyle Baker Marketing Director Riley’s Furniture & Mattresses "
BROKEN APPLIANCES SPUR PURCHASES
What motivated you to look for a new appliance?
Half of respondents were motivated to look for a new appliance after their previous appliance broke.
What is the brand of the appliance you ultimately purchased? Contact us to view the results of this question and get even more brand-specific data!
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BRANDS MATTER
