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Home and garden e-tailers profit from housing downturn
The housing downturn is leading consumers to invest in low-cost improvements to their existing property according to Hitwise. The online intelligence service said that UK internet visits to e-tailers selling home and garden goods increased 20.5 per cent during the past 12 months and overtook visits to property websites. Last month, 0.59 per cent of UK website visits were to home and garden stores. Hitwise said that there is also evidence to show people are doing it themselves, with internet searches for DIY tips increasing 25 per cent during the past 12 months. The top search last month was "how to plaster". Other popular options were "how to lay decking", "how to wallpaper" and "how to make a canopy porch". Hitwise director of research Robin Goad said: "It looks as if people are choosing to improve their existing houses rather than move. The interesting thing about the growth in house and garden retailers is that it applies both to DIY retailers, such as B&Q, Screwfix and Homebase, and furniture retailers such as Ikea, Laura Ashley and Wilkinson Plus. Both types of retailer have increased their share of internet visits over the last 12 months." Hitwise is an online competitive intelligence service that was established in 1997. It takes a network-based approach to internet measurement, capturing the online usage, search and conversion behaviour of 25 million internet users. The data is integrated into a web-based service, designed to help marketers plan, implement and report on online marketing programs. http://www.gleebirmingham.com/page.cfm/action=Archive/ArchiveID=2/EntryID=567 |
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