Microsoft Advertising insights retail Home & Garden (AU) · 2020-05-04 · Coffee Machine. Mixer....

MICROSOFT ADVERTISING

Consumer trends in Home & Garden during COVID-19 (AU)

Microsoft Advertising. Intelligent connections.

Summary of findingsOn March 23, Australia introduced strict lockdown laws. As a result, we are required to spend most of the time inside our homes. This seems to have resulted in an increased interest in Home & Garden (H&G) categories.

Weekly H&G searches and clicks have gained significant momentum when compared to start of this year

Australians are missing their café-style coffee, resulting in a strong spike in coffee machines searches

As we enter cooler months, searches for heaters and fireplaces are skyrocketing

Spending more time at home has resulted in an increased interest in Home & Garden categories

8% 12%21% 19% 20%

26% 24% 27% 26% 26% 22% 19%

33%

69%

106%

13% 16%23%

28% 32%

19%13% 13% 11% 6% 7% 2% 7%

34%

65%

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

4-Jan 11-Jan 18-Jan 25-Jan 1-Feb 8-Feb 15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr

Home & Garden search trendsSearch volume (vol.) year over year (YoY) Clicks YoY Search vol. (indexed)

March 11Declared COVID-19 as a

pandemic

Week ending dateMarch 23: Non-essential

business shut down

March 17: Companies introduced work from home

guideline

Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume

4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr

Bedding & Linens Home AppliancesHome Décor Home FurnitureHome Heating & Cooling Yard, Garden & PatioHome Improvement & Maintenance

Weekly search trend

Spike in searches can be seen across categories Queries with highest uplift (compared to January)

sofa bed/s +3,000+%

bunk bed/s +2,000+%

bunnings online +243%

spotlight online +188%

nespresso +154%

spotlight +104%

temple and webster +101%

bunnings +89%

adairs + 82%

ikea +77%

Microsoft internal data | Home & Garden | Jan - Apr 2020 (1st two weeks) compared to 2019 | search volume | Top 200 queriesMicrosoft internal data | Home & Garden | Jan - Apr 2020 | search volume

March 17: Companies introduced work from

home guideline

28%

34%

38%

65%

74%

83%

83%

86%

94%

Others

Yard, Garden & Patio

Home Appliances

All Up

Home Heating & Cooling

Home Furniture

Home Décor

Bedding & Linens

Home Improvement

Sub-category search growth compared to Jan

Strong spike across Home & Garden categories indicate people’s interest in improving their homes

Home Furniture23%

Home Improvement20%

Home Decor 12%

Home Appliances

10%

Yard, Garden & Patio10%

Bedding & Linens4%

Home Heating & Cooling

1%

Others20%

Sub-category split (March-April search volume)

Microsoft Internal Data | Home & Garden | Jan vs. Apr 2020 (1st two weeks) | search volume

Category composition (excluding pure brand terms)

KEY SUB-CATEGORIES BY SEARCH VOLUME (M A R CH-A P R I L 2020)

Microsoft internal data | Home & Garden | Mar - Apr 2020 | search volume

spotlight

west elm

kmart

big w

target

Home Decor

+190%

+70%

+91%ikea

fantastic furniture

amart

temple and webster

freedom furniture

Home Furniture

We have seen a strong demand for brands


bunnings

mitre 10

Home Improvement

+69%

stratco

barbeques galore

colorbond

weber

ryobi

Yard, Garden & Patio

+113%appliances online

harvey norman

tgg

kmart

target

Home Appliances

+91%

+77%

+129%

+103%

+131%

+175%

+124%

+120%

+91%

+144%

+67%

+130%

+111%

+77%

+4%

+73%

+89%

+108%

+33%

+108%

graysonline

catch.com.au

kogan

amazon

ebay

Online marketplaces

+129%

+84%

dj

myer

target

big w

kmart

Department stores

+32%

+125%

+138%

+160%

Online marketplaces and department stores have witnessed substantial growth in consumer demand


+128%

+196%

+163%

Home AppliancesCOVID-19 has pushed us to cook more at home. As a result, home appliance searches have increased by 37% YoY.

Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume*https://www.nielsen.com/au/en/insights/article/2020/covid-19-aussie-pandemic-pantries-packed-for-months/

34%

26%15%

13%

8%

4%

Search volume %

Small Kitchen Appliances

Large KitchenAppliances

Heating & Cooling

Pure Brand

Washer / Dryer

Others

“Nielsen Homescan data revealed that Australians are getting more adventurous with their cooking ingredients. Baking is also high on the homestay agenda.”*

https://www.nielsen.com/au/en/insights/article/2020/covid-19-aussie-pandemic-pantries-packed-for-months/

Product split by search volume (March-April 2020)

Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume

Coffee Machines22%

Blenders & Mixers27%

Cookers9%

Microwave8%

Air Fryers8%

Kettles6%

Food Processors4%

Soda Stream4%

Others12%

Dishwasher21%

Oven15%

Rangehood8%

Cooktops & Stoves 10%Others

5%

Fridges42%

Fridge was the most searched item

Large Kitchen Appliances

Coffee Machines and Blenders & Mixers were the most searched items

Kitchen Appliances


Coffee Machine Mixer BlenderCookers Air Fryer MicrowaveKettle Food Processor ToasterSoda Stream

Weekly search trend

Australia’s love for coffee is visible in the sudden spike in coffee machines searches

Queries with highest uplift (compared to January)

nespresso online +1000+%

slow cooker +252%

microwave +228%

nespresso com +160%

nespresso +154%

rice cooker +137%

kettle +117%

toaster +116%

food processor +106%

kitchenaid +89%


March 17: Companies introduced work from home

guide

Microsoft internal data | Home & Garden | Jan - Apr 2020 (1st two weeks) compared to 2019 | search volume | Top 200 queries


Fridges Dishwasher Oven Rangehood Stoves Cooktops

Weekly search trend

Searches for fridges spiked as soon as lockdown laws were introduced, indicating people started to stock up food items


small fridge +6000+%

dishwashers for sale +1000+%

pizza oven +126%

mini fridge +118%

online appliances +99%

stove +96%

appliances +93%

bosch dishwasher + 79%

miele dishwasher +75%

asko dishwasher +57%


March 23: Lockdown introduced

Microsoft internal data | Home & Garden | Jan - Apr 2020 (1st two weeks) compared to 2019 | search volume | Top 200 queries

Home FurniturePeople spending more time at home seems to have a positive impact on Home Furniture searches

Home Furniture searches grew by 141% (January vs April)

Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention

61%

18%

16%

5%

Search volume %

Pure Brand*

Bedroom

Living Room Furniture

Others


Bedroom Living Room Furniture Pure Brand*

Weekly search trend

Home Furniture searches spiked when people started to work form home


cheap bunk beds +12,000+%

coffee tables for sale +10,000+%

best mattress +8,000+%

sofas +4,000+%

sofa bed/s +3,000+%

bunk bed/s +2,000+%

fantastic furniture + 790%

mattress +600%

ikea online +160%

temple & webster +101%

Microsoft internal data | Home & Garden| Jan - Apr 2020 (1st two weeks) compared to 2019 | search volume | Top 200 queries

Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention

March 17: Companies introduced work from

home guideline

Home Heating & CoolingAs we move towards winter, demand for heaters and fireplaces are growing

Microsoft Internal Data | Home & Garden | Mar - Apr 2020 | search volume*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention

49%

25%

16%

10%

Search volume %

Heaters & Heating

Fireplaces / Firepits

Ceiling Fans

Desk Fans


Heaters/Heating Fireplace/Firepits

Weekly search trend

Home Heating related searches are growing as we enter cooler months


gas heaters australia +2,000+%

wood heaters australia +1,000+%

fire pit/s +867+%

underfloor insulation +230%

hydronic heating +221+%

jetmaster +169+%

fireplace/s + 139%

rheem +52%

brivis +45%

stiebel eltron +30%

Microsoft internal data | Home & Garden| Jan - Apr 2020 (1st two weeks) compared to 2019 | search volume | Top 200 queries

Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume*Pure Brand = terms like Ikea, Temple & Webster with no clear product intention

Key takeaways1. As consumers shift towards online, businesses have a huge opportunity to connect their

customers with the right product and provide a great customer experience

2. Defend your brand entity and be a part of the user journey as they find ways to adjust to this new world

3. Analyse your search campaigns to understand your customers better and plan your next steps

4. Connect your customers with the right products on the first click

Strategies and recommendations

Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19

https://advertiseonbing-blob.azureedge.net/blob/bingads/media/insight/co/apr6/microsoft-advertising-covid19-guide-en.pdf

advertising.microsoft.com

https://about.ads.microsoft.com/en-au

Top 50 product brandsHOME APPLIANCES

Microsoft internal data | Home & Garden | Mar - Apr 2020 | search volume | Home Appliances

Microsoft Advertising insights retail Home & Garden (AU) · 2020-05-04 · Coffee Machine. Mixer....

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