News | USP

Back

ROPO effect depends on product and age

Around 39 per cent of DIY product purchases are prepared in advance by the consumer through Internet research, USP states.

Around 39 per cent of DIY product purchases are prepared in advance by the consumer through Internet research, USP states.

Around 39 per cent of DIY product purchases are prepared in advance by the consumer through Internet research. This is normally spoken of as the ROPO effect (research online, purchase offline - or vice versa).

Nevertheless, it strongly depends on the product which they need whether they'll start the online orientation or not, market researchers at USP marketing Consultancy in the European Home Improvement Monitor have discovered. When buying paint brushes, only 15 per cent of the European consumers orientate online before their purchase. In contrast, when buying power tools more than half of the consumers orientate online.

It seems logical that once a consumer started his orientation online, the chance that he will end up buying online is bigger. This is true in most categories. However, there are some exceptions. For instance with insulation materials almost half of the consumers orientate themselves online. Yet in most countries the share for online buying of insulation materials is below 5 per cent.

Hardly surprising is the fact that the share of those who research the Internet before purchasing sinks with increasing age. But even among the millennials, this does not even amount to 42 per cent.

| 5 July 2018 | 12:21

SEND
 PRINT 

Post a comment

* Please complete the areas marked in red correctly and in full!.



(will not be published)

* obligatory fields


Latest news

Mr. Bricolage to open in Gabon, Mauritania and Senegal

The French franchise group Mr. Bricolage aims to open its first DIY store in Gabon this year, according to concept and development director Philippe View news...

Lowe’s grows by 11 per cent in the first quarter

Growth at the US home improvement chain Lowe's has significantly outstripped that of its long-term rival Home Depot during the coronavirus crisis. In View news...

Bunnings closes seven stores in New Zealand

The Australian home improvement chain Bunnings is to close seven stores in New Zealand, according to various media sources in the country. It is View news...

Brits respond positively to DIY retailers' protective measures

The vast majority of DIY store customers in the UK were satisfied with the measures taken against Covid-19 in the stores. The consulting company View news...

DIY International | Service

DIY International Corona special

The Coronavirus crisis and the DIY industry

All news, reports and information from the DIY International editorial team in connection with the corona epidemic at a glance. The pages are constantly updated. As the situation changes very quickly, please note the date and time of the respective publication.

CORONA special

Actual figures

Statistics Home Improvement Europe


Statistics Home Improvement
This brochure provides a competent overview of the situation in the Home Improvement sector in 31 European countries.

Order now!