March 2017

Consumers shopping for the home and garden use their smartphones to browse everything from furniture to flowers. Here, we outline the 3 key home and garden shopping moments to help brands meet shoppers’ needs and turn perusing into purchasing.


<p>I-NEED-SOME-IDEAS MOMENTS</p> <p>When home and garden mobile shoppers are looking for ideas about what to buy:</p> <p>79% turn to Google<sup>1</sup></p> <p>64% turn to YouTube<sup>2</sup></p> <p>45% turn to blogs<sup>3</sup></p> <p>Home and garden smartphone shoppers prefer to get purchase inspiration via their mobile first:</p> <p>60% use mobile search for ideas about what to buy before they head into a store.<sup>4</sup></p> <p>WHICH-ONE'S-BEST MOMENTS</p> <p>Consumers use smartphones to compare prices, products, and brands. Of smartphone shoppers buying home and garden products:</p> <p>79% used mobile to search for alternatives to what they were looking at while in a store.<sup>5</sup></p> <p>78% have changed their mind about which retailer or brand to buy from after searching on Google.<sup>6</sup></p> <p>I-WANT-TO-BUY-IT MOMENTS</p> <p>Mobile offers more options for where, when, and how to buy. Of smartphone shoppers who are buying home and garden products:</p> <p>78% expect a retailer to offer multiple ways to purchase with mobile: online, buy-online-pickup-in-store, or buy-in-store-ship-to-home.<sup>7</sup></p> <p>64% have gone to a store to check out a product with plans to purchase online.<sup>8</sup></p> <p>66% would buy more frequently on their smartphone if there was a simple checkout option.<sup>9</sup></p> <p>SOURCES:</p> <p>1, 2, 3, 4, 5, 6, 7, 8, 9 Google / Euromonitor International, Micro-Moments Survey, U.S., June 2016, Home & garden smartphone shoppers = 500</p>