New Research Reveals Insights into Home Improvement Product Online Purchases

  • Categories:

    Industry Trends

  • Date:

    July 21, 2014

New Research Reveals Insights into Home Improvement Product Online Purchases

Industry Trends

A new study from our research partner, The Farnsworth Group, indicates that the majority of homeowners are purchasing home improvement products online. Extensive data from the study will give companies and brands invaluable insight into home improvement categories being purchased online and the drivers that motivate homeowners so they can make strategic, calculated marketing decisions.

The study looked at online purchasing behaviors among homeowners across a variety of categories such as:

  • Plumbing fixtures
  • Tools
  • Appliances
  • Lawn and garden products
  • Paint

Insights included:

  • Overall online purchasing habits
  • Effects of gender and age
  • Reasons for purchasing online
  • Where products were purchased

online purchasing infographic

The Farnsworth Group found that 71 percent of all homeowners have purchased at least one home improvement product online within the past 12 months. Motivating factors vary by product category, though most homeowners listed “better prices than in store,” “more convenient” and “delivered to my door” as key reasons for purchasing home improvement products online. Homeowners’ tendency to purchase online varies substantially by product category; tools and accessories led the way at 54 percent, while only 13 percent of those who purchased fashion plumbing products bought them online.

Consumers are purchasing home improvement products from a broad range of websites, but home improvement store websites such as Home Depot and Lowe’s lead the way; 46 percent of homeowners purchase products from these merchants online.

The study also examined how often the manufacturer’s site provided a link to an online retailer or store that carries the product. It also uncovered interesting correlations between online shopping frequency and purchasing habits. For example, those who shop online every two to three weeks appear to be more likely to make an online purchase.

In the coming weeks, we’ll share results for specific product categories on this blog. To obtain a copy of the full study now, contact The Farnsworth Group at or 866-773-2726 x301, or contact me at If you have questions, feel free to email me or leave a comment below.