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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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