Influence of online channels in decision making

The already strong position of Amazon in the European home improvement market is continuously growing in terms of volumes they sell, but also can be seen when looking at the online orientation behaviour of the consumers. In 2019 42% of European consumers stated that, if they were to buy a home improvement product online, their journey would start at Amazon. In 2020, this increased to 50%. It seems that google is losing their position as the go-to search engine, at least when it comes to buying home improvement products online.  

European Home Improvement Monitor Q2: Influence of online channels in decision making

This full report will provide key information on the multiyear developments of the purchase behaviour (channel usage, including online buying) both on a general level and on a product specific level. Furthermore, key insights are provided on the influence of online channels on decision making. 

Important features in this report:

  • Insight in 11 countries: Poland, Spain, France, Italy, Netherlands, Denmark, Sweden, Germany, Belgium, Austria and UK 
  • The report is based on 4,389 successful telephone interviews with consumers
  • The results are based on 26,400 consumer interviews annually. 

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