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Dana French

Home Accents Today's Consumer Report for 2012

Consumers choose product by style, price, comfort

Style trumps everything else, according to consumers. In fact, 93% choose home furnishings based on a product's style and design. That's one of the key findings from Home Accents Today and New York-based Apartment Therapy's exclusive 2012 survey.

The product's comfort and structural materials are also important, chosen as key characteristics by another 84% and 78% of respondents respectively.

Tough economic conditions are a reality for a full 86% of consumers as they choose new furniture based on price. A similar percentage of respondents, 88%, claim that lack of money stops them from buying new home furnishings. Per the data, once a buyer finds something they like, 85% shop around for the best price, while 15% go ahead and buy it, regardless of price. Furthermore, 54% only shop for furniture when they need something.

This exclusive report also highlights the rooms in the need of the most updating; what consumers plan to buy and do to update the rooms; where consumers regularly shop for home furnishings; the desired features of a furniture store and a furniture website; what consumers want most for their home this year; and mobile/smartphone behavior.

Home Accents Today partnered with New York-based Apartment Therapy to conduct two consumer surveys. The online surveys posted on Apartment Therapy's site in January and May and collectively garnered responses from more than 1,600 consumers.

For the complete report, see the September 2012 print issue of Home Accents Today, or click here for the exclusive online edition.

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