Wallpaper and DIY all the rage as the housing market picks up

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News reports about the UK’s improving housing market are picking up and so too it would seem are consumer online searches for home and garden goods, reveals research from Greenlight

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As the housing market improves and strengthens, all of these sectors will grow more strongly and they will pick up in terms of the number of consumers looking to make purchases

Between May and August, a monthly average of 17 million searches were made on Google UK for homeware, décor, furniture and garden products, reveals a report by leading independent digital marketing agency, Greenlight.

Little wonder the online channel is seeing flurry of search activity for home and garden products. Figures from the Council of Mortgage Lenders (CML) in August showed a total of 68,200 people bought their first home in the second quarter of this year, the highest quarterly number seen since the financial crisis.

What’s more, a YouGov survey commissioned by Avant Homes found that three quarters of homeowners in the UK have made improvements to their property, spending an average of £13,000 to create their dream home.


So when it comes to home improvements and furnishings just what have consumers been eyeing up most online?

Greenlight’s “Home & Garden Sector Report – Issue 1” shows that queries pertaining to furniture and garden combined, accounted for the majority (67%) of the 15.8 million online searches made in August. Décor and homeware accounted for a 19% and 14% share, respectively.

The keywords ‘wallpaper’ and ‘diy’ topped the list of the ten most popular searches. Each was queried 246,000 times, accounting for 2% a piece, of all home and garden-related searches online. ‘Garden furniture’, ‘beds’ ‘sofas’ ‘curtains’ ‘oak furniture’ ‘gazebo’ ‘garden shed’ and ‘sheds’, followed.

This search behaviour tallies with a report from Halifax Home Insurance. A July poll of 2,000 showed homeowners are more likely to have carried out aesthetic DIY work such as painting or decorating (86%) and assembling furniture (77%) rather than tackling home maintenance issues like cleaning gutters and repairing fittings or cracks.


Greenlight’s report ranked the most visible websites to consumer searches for the 11,659 keywords analysed in the report.

ebay.co.uk was the most prominent site in the organic listings*. It attained a 17% share of visibility, visible to a volume of 2,683,070 searches pertaining to home and garden goods.

ebay.com was the most visible advertiser in the paid listings**, achieving a 36% share of voice.

ebay.com also scored at the top of Greenlight’s Social Media analysis.

Commenting on Greenlight’s report findings, Neil Saunders, Managing Director of research agency and consulting firm, Conlumino said:

“The housing market is key for all these home retail sectors and the outlook for the next five years, whilst not as rosy pre-recession, is certainly much better than it has been since 2008 and the onset of the downturn.

“As the housing market improves and strengthens, all of these sectors will grow more strongly and they will pick up in terms of the number of consumers looking to make purchases.

“In particular, furniture and floor covers - sales of which really suffered over the downturn claiming many casualties, we project they will see a 1% growth next year.”


Notes to Editors:

*Natural /organic Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s “Home and Garden Sector Report – Issue 1” profiles consumer search behaviour in this sector, providing an exclusive snapshot of the online search and Social Media market, from the size of the potential audience to the top performing companies. The report assesses which brands, websites and advertisers are the most visible in natural, paid media results and Social Media and hence have the greatest share of consideration when consumers go to Google UK to look for Homeware, Décor, Garden products and Furniture.

To arrange an interview or for further information please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna.rao(at)greenlightdigital(dot)com

Greenlight’s research covers the following industries and sectors:

HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
REAL ESTATE – Property (Residential)
TELECOMS – Telecoms

About Greenlight:

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.

Web: http://greenlightdigital.com
Twitter: https://twitter.com/GreenlightMKTG

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Krishna Rao
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