Research Outline

Homeware Market Research: Profile Homeware Buyer


To understand the customer journey of the Australian homeware buyer, especially why and what they buy. Furthermore, to understand the psychographics of this demographic.

Early Findings

Demographic Profile of the Online Homeware Buyer

  • In 2017, the strongest online purchasers were in the age group 30-39 years. This is corroborated with the information found below.
  • Most online purchasers live in major cities. In 2018, approximately 66% of purchases came from the major cities in Australia.

Demographic and Psychographic Profile of the Typical Online Homeware Buyer

  • Online home products shoppers are usually well-educated young millennial mothers. "Over two-thirds of Australia’s online home products buyers are women and particularly Millennial women aged in their 30s or 40s. She’s more likely than the average Australian to be well-educated with a diploma or a degree and working full-time in a well-paying white collar job. The average household income for online home products buyers is well over $120,000 per year".
  • This young millennial mother "may be taking a career break and on home duties with online home product buyers far more likely than the average Australian to have children aged under 12 years old. She’s likely to be a part of the upper AB or C socio-economic quintiles"
  • "When it comes to shopping she’s far more likely than the average Australian to agree that ‘she was born to shop’, ‘go out of her way in search of a bargain’, ‘always ready to try new and different products’ and ‘often enter competitions which are on packets or labels on products’. Unsurprisingly she is far more likely than the average Aussie ‘to keep up-to-date with new ideas to improve her home’ and ‘can’t relax until she knows the house is clean & tidy’ and Yoga and Pilates are amongst her favorite activities."

Psychographic Profile: Online Purchasing Behavior

  • In 2017, when consumers purchased their homeware products online, the average order value was $95.
  • November and December are the busiest months for purchasing homeware and appliances online.
  • In 2019, on average 10.4% of Australians bought "home products such as furniture, homewares & manchester, home decorations (e.g. mirrors & artwork), plants & garden accessories or baby and nursery products online."
  • Australian online shoppers prefer to shop at Kmart. About 19.9% of home products customers shop at Kmart. Afterward, Big W (8.1%), Spotlight and Ikea (6.0%), Target (5.6%), Harvey Norman (5.4%), the Good Guys (5.1%), and eBay (2.9%).
  • The top reasons why Australian consumers shop online is because they believe they will save money (56%), convenience (35%), they believe there is a better selection online (32%) and better delivery options (19%).
  • Australians are increasingly using Google or other search engines as a shopping tool. They are also increasingly using "shopping/brand/retailer 'apps' on smartphone/tablet to find best deals"

Summary of Findings

  • During the initial hour of research, we focused on finding information on the consumer journey and the psychographic profile of homeware buyers.
  • A profile of the online purchaser of homeware in Australia was available and that was provided. However, the time was too short to search for the profile of a customer who purchases products in a physical store.
  • While including some elements of the online consumer purchasing journey in the findings above, the time was too short to adequately research the consumer journey.
  • It was also not possible to find information on the specific homeware items they purchase.