Online Emerges as Major Factor in Floor Care, NPD Says
December 15, 2011,
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PORT WASHINGTON, N.Y.-The Worldwide Web is playing an increasingly important role in the purchase of floor-care products, according to a recent study from The NPD Group.
According to results from the research firm's Consumer Tracking Service, 15 percent of all floor-care appliance dollars are spent online. In addition, the majority of floor-care purchases are now researched online--with consumers surfing through retailer or manufacturer websites, product-review websites, social networks and blogs.
Evaluating the floor-care industry from January to October 2011, Debra Mednick, NPD's executive director of the home division, said total floor-care sales are flat versus the same period in 2010, although sales of upright vacuums, the largest category, are up. Sales of bare floor cleaners, which Mednick described as the "darling" of the industry over the past few years, were down slightly this year. "Deep carpet cleaning, hand and stick, and workshop vacuums are all soft compared to last year," she said.