The Role of Digital in the Furniture Path to Purchase

November 2012

Over 15 million people a year shop for furniture online, a growing trend. These consumers use more than one device and often visit multiple sites. Two out of three furniture shoppers don't initially have a preference as to retailer or brand. Mobile-device shoppers in particular rely heavily on search, and their online behavior suggests they are price comparing while in-store. Half of online furniture purchases followed a non-branded query, and 70% of web-influenced purchasers use search.

Digital shopping for furniture is on the rise: nearly all furniture categories grew visitation year-over-year, with queries for online only and department store furniture increasing over 50%. Google engaged Compete to dive deep into the furniture path to purchase and found:

  • Digital influences offline furniture sales: 66% of in-store purchasers accessed the internet while looking for information on furniture.
  • On average, online furniture purchases searched 14.2 times
  • Online purchasers research often but are quick to decide: 63% of purchasers visited multiple brand sites and over half purchased within one week of researching.
  • 49% of online furniture purchases followed a non-branded query.
Mobile Path to Purchase: Five Key Findings