Microsoft Advertising insights retail Home & Garden (AU) · Home Heating & Cooling Home Furniture...
Transcript of Microsoft Advertising insights retail Home & Garden (AU) · Home Heating & Cooling Home Furniture...
MICROSOFT ADVERTISING
Consumer trends in
Home & Garden
during COVID-19 (AU)
Microsoft Advertising. Intelligent connections.
Summary of findingsOn Mar 23rd Australia introduced strict lockdown laws. As a result we are required to spend most of
the time inside our homes. This seems to have resulted in an increased interest in home and garden
categories.
Weekly home & garden searches and clicks have gained significant momentum when compared to start of this year
Australians are missing their café style coffee and therefore resulting in a strong spike in coffee machines
As we enter into cooler months, searches for heaters and fireplaces are skyrocketing
Spending more time at home has resulted in an increased interest in
Home & Garden Categories
8%12%
21% 19% 20%26% 24% 27% 26% 26%
22%19%
33%
69%
106%
13% 16%23%
28%32%
19%13% 13% 11%
6% 7%2% 7%
34%
65%
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
4-Jan 11-Jan 18-Jan 25-Jan 1-Feb 8-Feb 15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr
Home & Garden search trends
Search Vol. YoY Clicks YoY Search vol.(indexed)
Mar 11
Declared Covid-19 as a
pandemic
Week ending date
Mar 23: Non-essential
business shut down
Mar 17: Companies
introduced work from home guideline
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Bedding & Linens Home Appliances
Home Décor Home Furniture
Home Heating & Cooling Yard, Garden & Patio
Home Improvement & Maintenance
Weekly Search Trend
Spike in searches can be seen across categories Queries with highest uplift (compared to Jan)
Sofa bed/s +3,000+%
Bunk bed/s +2,000+%
Bunnings online +243%
Spotlight online +188%
Nespresso +154%
spotlight +104%
Temple and webster +101%
bunnings +89%
adairs + 82%
ikea +77%
Microsoft internal data | Home & Garden |
Jan - Apr 2020 (1st two weeks) compared to
2019 | search volume | Top 200 queriesMicrosoft internal data | Home & Garden | Jan - Apr 2020 | search volume
Mar 17: Companies
introduced work from home guideline
28%
34%
38%
65%
74%
83%
83%
86%
94%
Others
Yard, Garden & Patio
Home Appliances
All Up
Home Heating & Cooling
Home Furniture
Home Décor
Bedding & Linens
Home Improvement
Sub-category search growth
compared to Jan
Strong spike across Home & Garden categories indicate people’s
interest in improving their homes
Home Furniture
23%
Home Improvement
20%
Home Decor
12%
Home
Appliances
10%
Yard, Garden & Patio
10%
Bedding & Linens
4%
Home Heating
& Cooling
1%
Others
20%
Sub-category split (March-April search volume)
Microsoft Internal Data | Home & Garden | Jan vs. Apr 2020 (1st two weeks) | search volume
Category Composition (excluding pure brand terms)
KEY SUB-CATEGORIES BY SEARCH VOLUME (M AR- AP RIL 2020)
Microsoft internal data | Home & Garden | Mar - Apr 2020 | search volume
Spotlight
West Elm
Kmart
Big W
Target
Home Decor
+190%
+70%
+91%Ikea
Fantastic furniture
Amart
temple and webster
Freedom Furniture
Home Furniture
We have seen a strong demand for brands
Microsoft Internal Data | Home & Garden | Jan vs. Apr 2020 (1st two weeks) | search volume
Bunnings
Mitre 10
Home Improvement
+69%
Stratco
barbeques galore
colorbond
Weber
Ryobi
Yard, Garden & Patio
+113%Appliances online
Harvey Norman
TGG
Kmart
Target
Home Appliances
+91%
+77%
+129%
+103%
+131%
+175%
+124%
+120%
+91%
+144%
+67%
+130%
+111%
+77%
+4%
+73%
+89%
+108%
+33%
+108%
graysonline
catch.com.au
kogan
amazon
ebay
Online Marketplaces
+129%
+84%
DJ
Myer
target
big w
kmart
Department Stores
+32%
+125%
+138%
+160%
Online marketplaces and department stores have witnessed
substantial growth in consumer demand
Microsoft Internal Data | Home & Garden | Jan vs. Apr 2020 (1st two weeks) | search volume
+128%
+196%
+163%
Home AppliancesCovid-19 has pushed us to cook more at home. As a
result, home appliance searches have increased by
37% YoY
Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume
*https://www.nielsen.com/au/en/insights/article/2020/covid-19-aussie-pandemic-pantries-packed-for-months/
34%
26%
15%
13%
8%
4%
Search volume %
Small kitchen appliances
Large Kitchen
Appliances
Heating & Cooling
Pure Brand
Washer / Dryer
Others
“Nielsen Homescan data revealed that Australians are getting more adventurous with
their cooking ingredients. Baking is also high on the homestay agenda”*
Product Split by search volume (Mar-Apr 2020)
Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume
Coffee Machines
22%
Blenders &
Mixers
27%
Cookers
9%
Microwave
8%
Air Fryers
8%
Kettles
6%
Food Processors
4%
Soda Stream
4%Others
12%
Dishwasher
21%
Oven
15%
Rangehood
8%
Cooktops & Stoves 10%Others
5%
Fridges
42%
Fridge was the most searched item
Large Kitchen Appliances
Coffee machines and Blenders & Mixers were the
most searched items
Kitchen Appliances
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Coffee Machine Mixer Blender
Cookers Air Fryer Microwave
Kettle Food Processor Toaster
Soda Stream
Weekly Search Trend
Australia’s love for coffee is visible in the sudden
spike in coffee machines searches
Queries with highest uplift (compared to Jan)
Nespresso online +1000+%
Slow cooker +252%
Microwave +228%
Nespresso com +160%
Nespresso +154%
Rice cooker +137%
kettle +117%
Toaster +116%
Food processor +106%
Kitchenaid +89%
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
Mar 17: Companies introduced
work from home guide
Microsoft internal data | Home & Garden |
Jan - Apr 2020 (1st two weeks) compared to
2019 | search volume | Top 200 queries
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Fridges Dishwasher Oven Rangehood Stoves Cooktops
Weekly Search Trend
Searches for fridges spiked as soon as lockdown
laws were introduced, indicating people started to
stock up food items
Queries with highest uplift (compared to Jan)
Small fridge +6000+%
Dishwashers for sale +1000+%
Pizza oven +126%
Mini fridge +118%
Online appliances +99%
Stove +96%
appliances +93%
Bosch dishwasher + 79%
Miele dishwasher +75%
Asko dishwasher +57%
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
Mar 23: Lockdown
introduced
Microsoft internal data | Home & Garden |
Jan - Apr 2020 (1st two weeks) compared to
2019 | search volume | Top 200 queries
Home FurniturePeople spending more time at home seems to have a
positive impact on home Furniture Searches.
Home Furniture searches grew by 141% (Jan vs Apr)
Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume
*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention
61%
18%
16%
5%
Search volume %
Pure Brand*
Bedroom
Living Room Furniture
Others
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Bedroom Living Room Furniture Pure Brand*
Weekly Search Trend
Home Furniture searches spiked when people
started to work form home
Queries with highest uplift (compared to Jan)
Cheap bunk beds +12,000+%
Coffee tables for sale +10,000+%
Best mattress +8,000+%
sofas +4,000+%
Sofa bed/s +3,000+%
Bunk bed/s +2,000+%
Fantastic furniture + 790%
Mattress +600%
Ikea online +160%
Temple & Webster +101%
Microsoft internal data | Home & Garden| Jan
- Apr 2020 (1st two weeks) compared to 2019
| search volume | Top 200 queries
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention
Mar 17: Companies
introduced work from home guideline
Home Heating & CoolingAs we move towards winter, demand for heaters and
fireplaces are growing
Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume
*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention
49%
25%
16%
10%
Search volume %
Heaters & Heating
Fireplaces / Firepits
ceiling Fans
Desk Fans
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Heaters/heating Fireplace/firepits
Weekly Search Trend
Home Heating related searches are growing as we
enter into cooler months
Queries with highest uplift (compared to Jan)
Gas heaters australia +2,000+%
Wood heaters australia +1,000+%
Fire pit/s +867+%
Underfloor insulation +230%
Hydronic heating +221+%
jetmaster +169+%
Fireplace/s + 139%
rheem +52%
Brivis +45%
Stiebel eltron +30%
Microsoft internal data | Home & Garden| Jan
- Apr 2020 (1st two weeks) compared to 2019
| search volume | Top 200 queries
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention
Key Takeaways
1. As consumers shift towards online, businesses have a huge opportunity to connect their
customers with the right product and provide a great customer experience.
2. Defend your brand entity and be a part of the user journey as they find ways to adjust to this
new world.
3. Take advantage of your search campaigns to understand your customers better and plan your
next steps.
4. Connect your customers with the right products on the first click.
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