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PBM Research

Casual Living and HGTV's Today's Outdoor Consumer, 2012

$96.00

Casual Living and HGTV's Today's Outdoor Consumer, 2012

$96.00
SKU:
465000-5000-037-00000-000-CL152
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Originally published in the October 2012 print issue of Casual Living

In asking consumers which types of retailers they prefer to shop for outdoor furniture, grills and accessories, the response is loud and clear. Three out of four, 77%, like to shop home improvement centers for outdoor product.

That's one of significant findings from the nearly 5,000 U.S. consumers answering Casual Living and HGTV's exclusive 2012 Consumer Views Survey. A store specializing in outdoor furniture or grills is the second-most preferred retailer type, chosen by 46% of the overall sample. Discount stores and online retailers are the preference for 35% of responding consumers. With outdoor furniture, performance fabrics trump all other features.

Nearly eight out of 10 consumers say they'd pay more for fabrics with water, stain and fade-resistant fabric. Performance fabrics are most desirable to buyers over age 55 and consumers with incomes of $100,000 or more. This exclusive Casual Living and HGTV 2012 Outdoor Furniture Consumer Survey is based on the responses of 4,922 U.S. consumers. Casual Living, in partnership with HGTV surveyed consumer households via an online survey linked to HGTV's Inspiration e-newsletter in April 2012. Because of the large sample size, the survey data can be projected within this population with a margin of error of plus or minus 1.4%. The research was analyzed by Casual Living's research department, led by Research Director Dana French.

*5 pages*

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