Professional and Consumer Landscape and Lawn Care Insights for 2015
35
Pro+Consumer Insights
Transcript of Professional and Consumer Landscape and Lawn Care Insights for 2015
•How L&L Readers are Using DIY Network
•Pro and Consumer Metrics
•Trends Driving Business Growth
•Moving Forward Together
Today’s Briefing
2014 National Gardening Association; National Gardening Survey
The biggest annual rise in lawn and garden retail sales this century
2014 National Gardening Association; National Gardening Survey & 2013 HIRI Project Decision Study
By the numbers
2013 Lawn and Garden
70% Of all U.S. households in 2013
participate in lawn and garden activities
$35B In lawn & garden retail sales(an 18% increase vs year ago)
43% Women lead the charge (women & couples jointly making decision to landscape)
2013 HIRI Project Decision Study
33% 43% 17%
60% Female Involvement
Who initiated the project?
29% 31% 36%
67% Female Involvement
Who did all the work?
35% 27% 31%
58% Female Involvement
Who selected the mower?
Real Women Buy LawnmowersGardening/Landscaping
Male Only Female Only Male and Female Jointly
Lawn and Garden Project Doing Cycle:
When It Happens
IDEAS
Gathering ideas & inspiration
MARCH/APRIL
DECISION
Decide to implement
MAY
INTIATION
Start project
MAY
COMPLETION
Project is finished
JUNE
START HERE
2013 HIRI Project Decision Study
TV & Magazines considered trusted sources for
LANDSCAPING IDEAS:
Base: Internet users aged 18+ who did/will do a lawn care and gardening project in the past/next 12 months. All: 1,131.
Mintel, Lawn and Garden, US, February 2014
Where do you get ideas/inspiration for lawn care and gardening projects?
From myself – I use my own original ideas 41%
Friends and family 41%
Lawn and garden magazines 26%
Lawn and garden television shows 25%
Do-it-yourself books 20%
How-to videos 16%
Employees at retail stores 12%
Social media sites from retailers or professional garden service providers 11%
Retailers’ or professional services’ websites for tips, consumer reviews of
products/services, etc.10%
Print handouts from retail stores 10%
Do-it-yourself radio shows 7%
Classes/workshops at hardware/home improvement/garden center stores 7%
Other 3%
None of the above 16%
Second only to
recommendations
from friends &
family –
Magazines and TV
are the
TOP SOURCES
FOR
INSPIRATION!
The Grass is Always Greener on DIY Network
1Nielsen NPower, Live+SD (3/31-4/27/14), DIY, M-W 8p-12a/12a-4a, P2+ Cume (000), 6 minute qualifier. 2DIY, M-W 8p-12a/12a-4a, vs. YAGO (4/1-4/28/13)
Viewing to Landscaping Shows up Double Digits!
105
88
130
127
103
170
A25-54
A18-49
A35-64
2013 2014
+21%
+17%
31%
DIYNetwork.com site search terms, 2Q14. Size of word indicates number of searches.
DIYnetwork.com Visitors Search for Landscaping Content
Searching for Inspiration, Ideas and Info
October 2014 ROOFline Survey with SNI’s Under One Roof panelUnder One Roof is an Internet-based consumer panel hosted by Scripps Networks Interactive that includes ~20,000 U.S. residents ages 18-64. The panel is comprised of a national sample of U.S. consumers who are “Lifestyle Enthusiasts,” and are recruited based on their interest in the home, food, and travel categories. This panel is not intended to be representative of the U.S. general population.
1 IN 4
Chose “a deck with lots of seating and an open place to barbecue” as their “ultimate yard”
MEGA DECKS
OWN THE
OUTDOORS
Mega Decks
Desperate
Landscapes
Extra Yardage
Going Yard
I Hate My Yard
Stone Age
Yardcore
Yard Crashers
Decked Out
Disaster Decks
It is No Secret
Cable Network
“this is one of my favorites”among 81 cable networks
Viewers Love DIY Network
What do Professional Landscapers
really think about DIY Network?
They love it even more than
regular viewers.
Landscaper Pros Watch DIY Network like a Typical Viewer
To get
project ideas
Relevancy to their
own lives
To gather tips and tricks
Cable Network Viewership among Landscapers Benchmark Study; The Farnsworth Group’s Specpan, a nationally representative sample;
June 2014. n = 227
What the Landscape Pros Say About DIY Network
Confirm that the
experts and hosts on
DIY Network really
know what they
are doing
Net agree among
monthly viewers
83%
Say their customers
reference
something they
have seen on
DIY Network
Net agree among
monthly viewers
70%
Agree that
DIY Network is
“only for do-it-
yourselfers”
Completely agree among
monthly viewers
15%
Confirm DIY
Network is a great
way to learn about
new products.
Net agree among
monthly viewers
84%
Cable Network Viewership among Landscapers Benchmark Study; The Farnsworth Group’s Specpan, a nationally representative sample;
June 2014. n = 227
“Landscaper Pro” Viewers: A18+
DIY Network a Favorite Among Professionals
24%
60%
83%
Media Avg. Viewers Pros
DIY Network is a way to learn about new
products
Rank #1
+23
Viewers: DIY Network Viewers, based on A18+, Spring 2013 Simmons MME Study, includes rank out of 78 ad-supported cable networks.
Pros: Professional – Landscapers, June 2014 SNI custom study via The Farnsworth Group’s Specpan who watch DIY Network at least monthly.
Cable Network Viewership among Landscapers Benchmark Study; The Farnsworth Group’s Specpan, a nationally representative sample;
June 2014. n = 227
35%
49%
86%
Media Avg. Viewers Pros
Content on DIY Network is relevant to me
+37
Rank #9
19%
36%
75%
Media Avg. Viewers Pros
Get valuable info from the ads on
DIY Network
+39
Rank #7
Market Leadership
SOI Sneak Preview
SOI Sneak Preview
SOI Sneak Preview
SOI Sneak Preview
SOI Sneak Preview
SOI Sneak Preview
SOI Sneak Preview
Grow the market
• Shows problems for the industry (trust and price)
• But there is hope (the value of greenspaces)
Grow The Market - Consumers
• 75% say landscaping increases the value of their home
• 60% say green space around a home is an important contributor to the environment
• 65% say a well-managed landscape can help improve the environment
Grow The Market: Motivators for landscape purchases • 86% -- the ability to enjoy the outside space
• 77% -- a sense of personal pride
• 69% -- having an outdoor entertainment area
• 66% -- adding to the home’s value
• Neighbors’ opinions didn’t rank very high (30%)
Grow The Market - Consumers
Grow The Market - Consumers
5 Key takeaways
• Contractors and DIY viewers help set the trends in residential landscape construction.
• Growth in residential design/build is solid, not stupid.
• Homeowners place high value on their outdoor living space and are willing to spend on it.
• Contractors are more profitable and closing more
business than in 2013.• A key limiting factor now is finding crews to do the
work.
• Continued collaboration…
– Content sharing
– Research
– Partnering to grow the market
• Two Leaders Working Together!
What’s Next?
