Toluna AutomateSurvey Furniture (3/2016) Survey general statistics Number of questions exported: 13 Total Respondents: 1108 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 1. Question 1 How do you get inspiration for home decorating, specifically when thinking of new furniture? Select all that apply. Question Type: Multiple Choice | Total Respondents: 1088 Total 100% (1088) Browsers 100% (537) Buyers (specific items) 100% (510) 1-Go into stores and look around 74% 808 80% 429 73% 374 2-Look online through a website or app (stor... 56% 608 71% 380 44% 226 3-Look at advertisements 49% 528 301 225 4-I am not interested in home decorating or ... 8% 89 1% 7 9% 47 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 2. Question 1a You indicated that you look online when in the market for furniture.  Where do you look online?  Select all that apply. Question Type: Multiple Choice | Total Respondents: 608 Total 100% (608) Browsers 100% (380) Buyers (specific items) 100% (226) 1-Pinterest 41% 251 48% 181 31% 70 2-Etsy 16% 96 19% 72 11% 24 3-Instagram 14% 83 59 4-Houzz 13% 81 10% 22 5-Blogs 85 17% 66 8% 19 6-Store websites 78% 474 79% 300 77% 173 7-Home/house specific websites (such as HGTV... 63% 385 71% 271 50% 113 8-Other 6% 39 23 7% 16 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 3. Question 2 How often do you shop/browse for furniture (not necessarily purchase)? Question Type: Scaled Single | Total Respondents: 1088 Total 100% (1088) Browsers 100% (537) Buyers (specific items) 100% (510) 1-More than monthly 10% 106 16% 85 4% 21 2-Monthly 14% 155 23% 124 6% 31 3-A couple of times/year 43% 470 50% 271 39% 199 4-Less than once/year 29% 316 11% 57 51% 259 5-Never 41 0% Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 4. Question 3 Imagine you need to purchase a new piece of furniture.  Which of the following best describes how you would find and purchase the item? Question Type: Scaled Single | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-Search online for ideas, then purchase in-... 31% 323 33% 177 29% 146 2-Search online until you find the exact ite... 14% 150 17% 92 11% 58 3-Search online and purchase online 15% 162 19% 101 12% 61 4-Search through various stores (in-person) ... 32% 340 26% 142 39% 198 5-Go to one store and purchase at that store 7% 72 5% 25 9% 47 Toluna AutomateSurvey 2/24/2019

5. Question 4 Which of these statements is more true for you: Question Type: Scaled Single | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-I only shop for furniture when I need some... 49% 510 0% 100% 2-I like to browse for furniture just to see... 51% 537 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 6. Question 5 Which of the following factors determine WHERE you decide to shop for new furniture? Select all that apply. Slides 11 to 12 Question Type: Multiple Choice | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-Advertisements for special sales 59% 614 61% 329 56% 285 2-Specific brands offered 36% 375 40% 214 32% 161 3-Convenience of store location 620 299 63% 321 4-Recommendations from family/friends 33% 341 191 29% 150 5-Special financing offered by store 28% 289 31% 164 25% 125 6-Loyalty to store 262 26% 140 24% 122 7-Ability to purchase online 23% 238 30% 159 15% 79 8-Social media (advertisements, posts, etc.) 7% 77 10% 56 4% 21 9-Online reviews 315 38% 203 22% 112 10-Other 45 20 5% 25 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 7. Question 6 How much did you spend on your most recent furniture purchase? Question Type: Scaled Single | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-$100 or less 11% 114 7% 39 15% 75 2-$101 - $300 19% 196 103 18% 93 3-$301 - $500 194 91 4-$501 - $700 156 16% 86 14% 70 5-$701 - $1,000 144 80 13% 64 6-$1,001 - $1,500 111 58 10% 53 7-$1,501 - $2,000 5% 54 6% 33 4% 21 8-$2,000+ 78 35 8% 43 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 8. Question 7 What type of financing options do you expect when shopping for furniture? Select all that apply. Question Type: Multiple Choice | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-3 months 4% 42 5% 28 3% 14 2-6 months 8% 86 10% 56 6% 30 3-12 months 24% 256 28% 152 20% 104 4-24 months 251 25% 133 23% 118 5-Other 1% 15 7 2% 8 6-I do not expect any financing options 49% 514 44% 234 55% 280 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 9. Question 8 How important of a role do financing options play when you decide where to purchase furniture? Question Type: Scaled Single | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-Very Important 22% 234 26% 139 19% 95 2-Somewhat Important 33% 346 35% 190 31% 156 3-Not at all important 45% 467 39% 208 51% 259 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 10. Question 9 How might a store credit card with extended financing terms affect your furniture purchase? Question Type: Scaled Single | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-I would probably buy more than anticipated 26% 272 34% 180 18% 92 2-I would probably buy the same amount as in... 74% 775 66% 357 82% 418 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 11. Question 10 How appealing are the following benefits of a store credit card when making a furniture purchase? Slides 27 to 28 Question Type: Scaled Single Matrix | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-Discount on purchases Very appealing 75% 784 77% 411 73% 373 Somewhat appealing 22% 228 21% 114 Not very appealing 3% 35 2% 12 5% 23 100% 1047 537 510 2-12-months to pay, interest-free 60% 626 63% 340 56% 286 27% 283 25% 133 29% 150 13% 138 12% 64 15% 74 3-Points towards discounts on future purchases 33% 348 40% 215 26% 39% 412 207 205 287 115 34% 172 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 12. Question 11 How do you typically pay for furniture purchases? Select all that apply. Question Type: Multiple Choice | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-Cash/check 30% 319 32% 173 29% 146 2-Debit card 302 34% 181 24% 121 3-General credit card 65% 683 350 333 4-Store credit card 22% 232 26% 138 18% 94 5-Store financing 19% 204 20% 106 98 6-Gift cards 6% 59 8% 42 3% 17 7-PayPal or other online direct payment option 4% 44 7% 35 2% 9 Toluna AutomateSurvey 2/24/2019

Toluna AutomateSurvey 13. Question 12 If you were shopping for furniture in a store, and the store associate told you that you were preapproved for their store financing for up to a certain $ amount, how much would that influence your shopping behavior? Select all that apply. Question Type: Multiple Choice | Total Respondents: 1047 Total 100% (1047) Browsers 100% (537) Buyers (specific items) 100% (510) 1-I’m not interested in financing options 33% 342 27% 143 39% 199 2-I would like to know how much I could get ... 26% 267 28% 152 23% 115 3-The pre-approval offer would likely cause ... 19% 201 124 15% 77 4-The pre-approval offer would likely cause ... 14% 149 17% 93 11% 56 5-The pre-approval offer might influence me ... 142 10% 49 6-I would be skeptical – how do they know if... 20% 213 108 21% 105 7-None of the above 6% 67 5% 28 8% 39 Toluna AutomateSurvey 2/24/2019