2006 - 2012 home improvement search trends report
DESCRIPTION
Home improvement search is a predictor of home improvement demand. I update the findings across the major home improvement categories and use January 2006 as the base measurement date.TRANSCRIPT
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2006-‐2012 Home Repair Search Review
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2013 Home Improvement Forecast
• Forecast is for greater spend on exterior building products. • HeaCng, cooling and appliances aren’t expected to share in the
$14 billion in 2013 growth. 2
Hurricane Sandy will kick the forecast higher!
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Air condiCon trends
• Window unit search has been significant over the last 3 years. • Window units appear to be the stop gap measure for
homeowners delaying CAC purchase.
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Air CondiCon Window Air CondiConer
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Furnaces
• Search for “furnaces” sets a lower 2012 peak level than experienced in 2011 despite a colder winter.
• Unexpected highest “rising search term” is “furnaces for sale”.
• Further invesCgaCon into whether this is a search for “used” or discounted furnaces is warranted.
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Hot Water
• Hot water heaters appear to be improving and preparing to breakout to a higher level of interest.
• I peeked into January data and see a huge spike in search associated with gas tankless water heaters.
• Warrants more data to see if the trend holds.
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Appliances
• Federal EE rebates drained 2011 and 2012 sales. • Top brand name is GE. • Electrolux is top “rising” brand search.
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Windows
• Window search intensity has dropped below recent lows. • Further observaCon will determine if we’re seeing a reversal
in trend in between building shell and infrastructure purchases.
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Doors
• Doors and windows appear to be breaking down together. • This is counter intuiCve given the expected home
improvement strength for 2013.
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Roofing
• Roofing search demand remains steady even with an increase in new home construcCon.
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InsulaCon
• 5of the top 10 search terms are related to foam insulaCon.
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Faucets
• Trend trying to fla\en. • Annual peak established in January/February of the year. • Need to see q1 data to determine the strength for the year.
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Sinks
• Q1 2012 was a very strong rebound for sinks. • The category has fla\ened from its downward trend. • Category search highs occur in the first quarter of the year. • If strength in sinks conCnues, I expect faucets to fla\en and
improve as well. 12
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Contact informaCon
• For more informaCon on how we can drive brand specific revenue, please contact me at – [email protected] or – 703.722.9122 x 1
• See our latest white paper that describes the growing need of suppliers to introduce their brand to end consumers. – h\p://bit.ly/RH5KbQrebates
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