The lamp consumer
Are all lamp buyers the same regardless of lamp type purchased?
Staff -- Home Accents Today, 3/1/2005
Not necessarily so. Demographic differences among buyers of table, desk, small accent and floor lamps exist. Households making $75,000 or more are likely buyers of small accent lamps and households making between $40,000 and $74,999 are likely buyers of floor lamps. Regionally, households living in the West are more likely to purchase a desk lamp and households living in the Northeast are more likely to purchase a table lamp. Midwesterners are most likely to purchase a floor lamp and Southerners are most likely to buy a small accent lamp. Parents with children living at home are likely candidates to buy either a desk or small accent lamp.
Other target populations for small accent lamps include households who own or are buying their home, Gen X (born 1965 to 1975), Gen Y (born 1976 to 1985) and consumers who are married. Additional demographic groups to court as desk lamp buyers are Baby Boomers and Hispanics.
| Percent of households that bought a | ||||
| AGE | floor lamp/torchiere | table lamp | desk/reading lamp | small accent lamp |
| under 25 | <1% | <1% | 1% | 1% |
| 25–34 | 12% | 14% | 12% | 19% |
| 35–44 | 20% | 23% | 22% | 25% |
| 45–54 | 22% | 20% | 34% | 21% |
| 55–64 | 23% | 24% | 16% | 22% |
| 65 and over | 23% | 19% | 15% | 12% |
| HOUSEHOLD INCOME | ||||
| under $30,000 | 22% | 25% | 27% | 16% |
| $30,000 – $49,999 | 19% | 16% | 13% | 23% |
| $50,000 – $74,999 | 24% | 21% | 22% | 16% |
| $75,000 – $99,999 | 15% | 16% | 18% | 17% |
| $100,000 or more | 20% | 22% | 20% | 28% |
| RESIDENCE TYPE | ||||
| house | 76% | 79% | 72% | 78% |
| apartment | 10% | 6% | 12% | 7% |
| condominium | 6% | 7% | 6% | 6% |
| mobile home | 5% | 4% | 6% | 3% |
Demographic differences among buyers of table, desk, small accent and floor lamps exist.
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