The advance of digitalisation is transforming our behaviour in almost all areas of life – and that applies to interiors and home living as well. The recently published facts & figures report by AGOF examines the potential customers this shift is producing for the interior design industry. It also looks at how consumers use the Internet when undertaking interior design and modernisation work.
The majority of Internet users surveyed attach great importance to their standard of home living. Half of respondents (49.8 per cent) are interested in furniture and interior design – equivalent to 29.37 million people. But interior decor clearly remains a female domain: 66 per cent of those interested in interiors are female, and just 34 per cent male. Female consumers are especially interested in kitchen equipment and electronic household appliances.
Luxury is important to many users: 19 per cent (11.19 million) of users generally say that their home should look as if no expense had been spared. One quarter (25.3 per cent) like to treat themselves to expensive things. And that’s hardly surprising as the survey shows that 43 per cent have a net monthly household income of Euro 3,000 or more. A further 41.3 per cent believe that they purchase high-quality products when they opt for well-known branded goods – these are ideal potential customers for established companies in the interiors industry. However, 36.5 per cent of users research big purchases by reading consumer reports. This finding also demonstrates the crucial role that digital presences play in the interior design industry in enabling companies to enter into an online dialogue with existing and future customer groups. But not only that: products can be presented in detail on digital platforms, offering potential customers guidance in the ideal scenario.
Given the high standards that consumers expect of their own homes, it comes as no great surprise that the majority of respondents feel that they’re well equipped when it comes to household appliances: almost all of them have a washing machine (98.3 per cent), electric cooker (96.2 per cent) and dishwasher (85.4 per cent). A fridge-freezer (67.6 per cent), refrigerator (51.2 per cent) or deep freeze (43.1 per cent), and a dryer (58.0 per cent) are almost just as standard and present in the majority of households. Technical gadgets are also firmly established in the home: 1.71 million users already have a home audio system, while a further 0.73 million users are considering buying one in the next twelve months. This group is predominantly made up of males aged between 14 and 29 years.
Summing up the findings, the survey shows that digital users are very brand- and quality-conscious – they’re prepared to spend money on a beautiful home. And most Internet users have the purchasing power they need to do so. Companies can use digital communications to provide this target audience with crucial incentives during the orientation and decision-making phases and thereby cater for their need for comprehensive information right up to the point of purchase. Or to put it a different way, the digital universe has extremely attractive potential customers for the interiors industry.