european home improvement monitordownloads.usp-mc.nl/2015/european_home_improvement_monitor.pdf ·...
TRANSCRIPT
Drs. Jan Paul Schop
Reinier Zuydgeest MSc.
European Home
Improvement
Monitor
The complete insight
on European
consumers’ spending
on their home
2 European Home Improvement Monitor
Research Factsheet
Planning & Process Methodology
Quantitative
online research
Target groups & number of interviews
• Consumers: 26,400 per year
• 11 countries
• 200 interviews per month in
each country European countries included
Analysis, reporting & advice
• Single country/category € 2,600
• European manufacturer € 9,000
(all countries for single category)
• European retailer € 20,000
(all countries and all categories)
Costs for various subscriptions
Thorough data analysis in
SPSS
Comprehensive report in
PowerPoint incl. advice
Additional analyses on your
exclusive questions
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
3 European Home Improvement Monitor
• 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:
• Who performed home improvement jobs?
• Who purchased the product and decided the brand?
• Where were home improvement products bought?
• How much was spend?
• When will markets grow?
Information provided by the research
• Insights
• DIY versus DIFM
• DMU and orientation moment of truth
• Spending per category per country
• Shares of purchase channels online and offline
• 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.
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.
Theme’s 2015
Q1 Customer orientation
Q2 Sustainability
Q3 Love brands
Q4 E-commerce
4
Product categories that are available in the European Home Improvement Monitor
European Home Improvement Monitor
Wallpaper & wallpaper adhesives
Plaster board & stone
Roofing
Furniture
Doors, window frames & glass
Floors
Hand tools, power tools & garden tools
Adhesives, sealants, fillers & mortars
Insulation
Bathroom products & tiles
Garden products
Electrical & home automation
HVAC
Paint, plaster & paint supplies
Safety & security
Roof daylight solutions
Kitchen products
Window decoration
Share of DIY vs. Do-it-for-me in home improvement jobs
Spending on home improvement in Europe
5 European Home Improvement Monitor
Results from study on European level
(Also available on country and product category level)
-3.1% Q2 13
4.7%
Q214
4.5%
82,3 110,0 102,0 78,7 88,0 111,8 0
20
40
60
80
100
120
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14
+1.6%
67%
67%
33%
33%
Q2 14
Q2 13
DIY DIFM
What to expect from the report?
6 European Home Improvement Monitor
Product specific insights (Available for all product categories)
What to expect from the report?
65% 65% 73% 66% 62%
55%
71%
54%
67% 64%
14% 14%
10%
14% 12%
15%
19%
14%
16% 16%
21% 21% 17% 20% 26% 30%
11%
32%
17% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Type of paint job (last 4 quarters)
Exterior
Both
Interior
7 European Home Improvement Monitor
Quarterly themes
What to expect from the report?
Customer journey home improvement products
Online
32%
Online
8%
Offline
24%
Online & Offline
20%
Online
4%
Offline
16%
Offline
48%
Online
4%
Offline
44%
Q4 E-commerce Q2 Sustainability
Q3 Love brands Q1 Customer Orientation
8 European Home Improvement Monitor
Country factsheets & trends (example Belgium)
What to expect from the report?
Population 11.2 m
Population per square km 363.7
Number of households 4.7 m
People per household 2.3
Population over 60 23.4%
Owner-occupied houses 72.3%
Households with internet 80.0% 31.5%
Broadband subscriptions 33.0
Mobile subscriptions 116.6
GDP per capita € 34.417
Inflation 1.3%
8,1% 7,4% 8,6% 8,7% 8,4% 8,5% 8,5%
0%
10%
20%
30%
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Unemployment
-25,0 -24,0 -18,0
-7,0 -4,0 -8,0 -10,0
-50 -40 -30 -20 -10
0 10 20 30 40 50
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Consumer confidence
63% 70% 73% 68% 67% 70%
37% 30% 27% 32% 33% 30%
0%
25%
50%
75%
100%
DIFM vs. DIY
34% 44% 40% 42% 37%
45%
39%
42% 37% 34%
33% 32%
1%
1%
1% 2% 2%
2%
26% 13%
22% 22% 28% 21%
0%
25%
50%
75%
100%
Q1 1
3
Q2 1
3
Q3 1
3
Q4 1
3
Q1 1
4
Q2 1
4
Purchase channel
9 European Home Improvement Monitor
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.
10 European Home Improvement Monitor
Subscribe to the European Home Improvement Monitor
• If you would like to subscribe to the European Home Improvement Monitor please send your
details by E-mail or fax to: E: [email protected] / F: +31(0)10-2066901
• Any questions on the European Home Improvement Monitor? Contact us:
Drs. Jan-Paul Schop
Managing Partner
Focus: Construction, Installation & DIY
M: +31 655786342
Reinier Zuydgeest M.Sc.
Consultant
Focus: DIY & Living
M: +31 626936109
A selection of our subscribers