u.k. home & garden covid-19 marketplace trends€¦ · a lot more time at home, they might look...
TRANSCRIPT
Classified as Microsoft Confidential
HYPOTHESISSince consumers are currently spending a lot more time at home,
they might look to invest in more home & garden products/equipment which will best suit there needs when they are
working/spending time at home.
Classified as Microsoft Confidential
05/Jan-11/Jan
12/Jan-18/Jan
19/Jan-25/Jan
26/Jan-01/Feb
02/Feb-08/Feb
09/Feb-15/Feb
16/Feb-22/Feb
23/Feb-29/Feb
01/Mar-07/Mar
08/Mar-14/Mar
2019 2020
Home & Garden searches have maintained volume past peak season with 43% growth in year-over-year (YoY) searches on the last week
43% YoY on last week
Overall +3% YoY
Indexed searchesOverall +19% YoY
7% YoY on last weekIndexed clicks
Source: Microsoft internal data, Bing O&O traffic, all devices
Classified as Microsoft Confidential
There has been strong Home Furnishings and Garden & Patio query growth despite declines seen in other sub-categories
Query samples
Appliances: “blender,” “kettle,” “microwave,”“mini fridge”
Bedding & Linen: “mattress,” “towels,” “bedding,” “duvet covers”
Furniture: ”sofa,” “bedroom furniture," “single beds," “bunk beds”
Garden & Patio: “pergola," “fire pits," “gas BBQ," “garden sheds”
Home Furnishing: “clocks," “blinds," “candles," “cushion covers”
Kitchen: “kitchen tiles," “wine glasses," “wok”
Appliances Bedding & Linnen Furniture Garden & Patio Home Furnishings Kitchen
Source: Microsoft internal data, Bing O&O traffic, all devices
Indexed searches forHome & Garden sub-verticals
Classified as Microsoft Confidential
Home Furnishings searches have massively increased YoY
Source: Microsoft internal data, Bing O&O traffic, all devices
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
Appliances Bedding & Linnen Furniture Garden & Patio Home Furnishings Kitchen
YoY search growth forHome & Garden sub-verticals
126%YoY
Classified as Microsoft Confidential
29% 27% 28% 27% 26% 25% 24% 24% 24% 23%
10% 10% 9% 8% 7% 7% 7% 7% 6% 5%
24%23% 22% 22%
22% 21% 22% 20% 19% 18%
7%8% 8% 8%
9% 9% 9%9%
10% 10%
22% 24% 25% 26% 29% 31% 29% 32% 35% 38%
7% 8% 8% 8% 8% 8% 8% 7% 7% 6%
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar
Appliances Bedding & Linnen Furniture Garden & Patio Home Furnishings Kitchen
Home Furnishings queries have become the most searched sub-vertical in Home & Garden
2020 share of search volumes
All other categories are
dropping in share and volume,
however, these trends appear to follow normal
seasonality trends
Source: Microsoft internal data, Bing O&O traffic, all devices
Classified as Microsoft Confidential
blinds
clock
curtains
venetian blinds
wallpaper
wooden blinds
Home Furnishings search growth is being driven by searches for Blinds
Source: Microsoft internal data, Bing O&O traffic, all devices *Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 10th March with minimum of 1000 Searches
Top growing queries YoY
• venetian blinds• wooden blinds
Indexed searches fortop 10 Home Furnishing queries
Classified as Microsoft Confidential
garden furniture
garden sheds
garden sheds sale
gazebo
hot tub
hot tubs
parasol
pergola
Despite Furniture decreasing, Garden Furniture queries are growing significantly
Indexed searches fortop 10 Garden & Patio queries
Top growing queries YoY
• summer houses garden• trees small gardens
Source: Microsoft internal data, Bing O&O traffic, all devices*Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 10th March with minimum of 1000 Searches
Classified as Microsoft Confidential
Volumes of sub-category search variations are growing This highlights the importance of broad approaches like utilising Dynamic Search Ads
Rela
ted
wor
ds
2019
Rela
ted
wor
ds
2020
Rela
ted
wor
ds
2019
Rela
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wor
ds
2020
Increase in words highly
related to Garden YoY
Increase in words highly related to
Blinds YoY
Source: Microsoft internal data, Bing O&O traffic, all devices
Classified as Microsoft Confidential
Volumes of sub-category search variations are growing This highlights the importance of broad approaches like utilising Dynamic Search Ads
Rela
ted
wor
ds
2019
Rela
ted
wor
ds
2020
Rela
ted
wor
ds
2019
Rela
ted
wor
ds
2020
Increase in words highly
related to Kitchen YoY
Increase in words highly
related to Furniture YoY
Source: Microsoft internal data, Bing O&O traffic, all devices
Classified as Microsoft Confidential
Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen[brand] mattress [brand] [brand] wallpaper [brand] kitchen
blender [brand] bedding furniture [brand] wooden blinds [brand] kitchens
washing machines [brand] mattress beds garden furniture venetian blinds kitchens
best vacuum cleaner highest rated mattresses sofa garden sheds [brand] kitchen
[brand] vacuum cleaner mattresses sofas gazebo clock [brand] kitchens
best coffee machine [brand] mattress UK [brand] uk hot tubs [brand] curtains kitchen units
[brand] bedding bedroom furniture hot tub blinds kitchen taps
washing machine mattress topper sofa beds garden sheds sale [brand] blinds kitchen sinks
microwave memory foam mattress [brand] furniture pergola curtains kitchen designs
coffee machine duvet covers oak furniture parasol [brand] kitchen tiles
Source: internal data, Bing O&O traffic, all devices, March 2019 vs. March 2020 until 15th March
Top 10 volume searches by category
Classified as Microsoft Confidential
Top 10 volume searches YoY by Category Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen
capsule coffee machine
highest rated mattresses best leather sofas [brand] garden sheds sale
wooden blinds [brand] neverstick pans
best coffee pod machine
silk pillowcases UK furniture living room trellis fence panels venetian blinds casserole dishes
pod coffee machines mattress topper double [brand] garden storage boxes waterproof
shutter blinds wok
cordless vacuum cleaner
silk pillowcases [brand] uk garden sheds delivered erected
ex display dining sets [brand] kitchen table chairs
[brand] hair dryer sale luxury bedding sets clearance rise recliner chair summer houses garden cushions [brand] kitchen
microwaves [brand] pillows neck pain leather recliner chairs trees small gardens roller blinds windows [brand] pans
soup maker machines [brand] towels [brand] uk garden sheds sale near me
door mats indoor kitchen roll holder
[brand] uk bedspreads king size table protector fire pits garden [brand] cushions kitchen waste bins
vacuum cleaner flannalette bedding [brand] clearance furniture
plant stands indoor window blinds [brand] food processor
Source: internal data, Bing O&O traffic, all devices, March 2019 vs. March 2020 until 15th March