NPD: Consumers Spending More Dollars Buying Home Environment Appliances Online
May 31, 2013,
PORT WASHINGTON, N.Y.-Shoppers are spending more for home environment cleaning appliances online as compared to those products bought in a store, according to new research by The NPD Group.
In the company's survey of online and brick-and-mortar purchases of these products, which looked in to purchases made in the 12 months ending in March 2013, consumers spent significantly more in dollars for online purchases of floor-care products, water filtration devices and air purifiers than they did on store purchases of these products.
In that 12-month time frame, the average purchase of a floor-care product online was $140 compared to the $97 average for a brick-and-mortar purchase. For water filtration devices, the online average was $39 compared to $25 for the average store purchase. Air purifier purchases online in that period averaged $121, compared to an average of $97 for in-store purchases.
All three categories experienced increases in online purchases during the 12-month survey period compared to the same period in the prior year. Water filtration devices led the way with a 27 percent gain, followed by floor care with a 16 percent increase and air purifiers with a 2 percent rise.
Debra Mednick, NPD executive director and home industry analyst, said, "The success of the online channel is the result of broader product selection, a wider range of price points and the convenient platform to research and compare product features. Layering on the incentive of free shipping (often with a minimum shopping cart) increases the likelihood that consumers are willing to trade up, thus spending more on their purchase."