Australian Homewares Market

Goals

To build demographic and psychographic profiles of Australian buyers of homewares (i.e. crockery, glassware, cookware, and home decor). The demographic profile will focus on age, gender, location, income level, and education level. The psychographic profile will focus on where they buy products (channels), purchase behaviors, and purchase drivers/motivations.

Early Findings

Age

  • The majority of consumers in this space are between the ages of 25 and 34, with a share of 38.5%.
  • 18-24 year-olds have a 16.2% share, 35-44 year-olds have a 21.5% share, 45-54 year-olds have a 16.2% share, and 55-64 year-olds have a 7.7% share.

Gender

  • In terms of gender, this consumer base is nearly equally split between male and female, with females occupying a 50.8% share.

Income Level

  • In terms of income level, the split among consumers is again fairly equal. Low-income earners have a 35.4% share, medium-income earners have a 32.7% share, and high-income earners have a 31.9% share.

Purchase Channels

  • The majority of purchases are made offline, however, the share of online purchases is expected to increase to 7% by 2023, up from 4% in 2019.

Purchase Behaviors

  • Australians use smart devices to research ideas and information when it comes to buying items for their home.
  • 45% of Australians who made recent home furnishing purchases "compared choices and product features on their smartphones."

Proposed next steps:

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The initial leg of this research was able to uncover some insights specific the demographics and psychographics of Australians who purchase homewares. However, we did not locate any insights relevant to specific purchase drivers, education, level or the location. Additional research would need to be conducted who to explore these areas more deeply and search for hidden insights.
Alternatively, we could work on researching the customer journey of Australian homeware buyers to further develop their psychographic profile. This research can focus on what takes place before, during, and after they purchase homewares.
Another alternative research path might be to expand the scope of the demographic/psychographic research to include data from any Western country (i.e. those in Europe, North America, Australia, etc). Doing so is likely to yield a greater wealth of available information, while still being culturally relevant to the Australian market.