Eighty-five per cent of Germans plan to buy new furniture in the next 12 months. Half of them get their ideas as they walk through the furniture showroom. But young shoppers especially are increasingly looking for inspiration from alternative sources, such as bloggers or YouTube channels. This is according to the findings of the “Wohnen und Leben 2018” home living survey by CreditPlus Bank AG, which questioned 1,000 people online.
A clear divide can be seen by categorising buying behaviour according to age group. Fewer than half (46 per cent) of the under-30s surveyed say they are influenced by a trip to a furniture store, while 59 per cent of 50- to 59-year-olds still find inspiration there. For just under one in five young shoppers (18 per cent), online media like blogs are a more important decision-making aid when buying furniture. In the older comparison group, on the other hand, only 1 per cent read blogs.
Those in the young shoppers group look for inspiration in many places when it comes to buying furniture. Thirty per cent of under-30s in the survey are inspired by their friends’ home furnishings, 18 per cent get new ideas while travelling and 12 per cent get inspiration from public places such as hotels and restaurants. All these values are far above the average for the population as a whole.
But it’s not only the sources of inspiration but also the items on shoppers’ wish lists that change with age. The under-30-year-olds invest more than average in their living rooms and bedrooms – the most important rooms when setting up home. Contrast this with the 30- to 49-year-olds, who spend more on children’s rooms. From the age of 40, more and more people are able to afford high-quality furnishings for their kitchens and something new for their living rooms.