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
Microsoft Internal Data | Home & Garden | Jan vs. Apr 2020 (1st two weeks) | search volume
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
Microsoft Internal Data | Home & Garden | Jan vs. Apr 2020 (1st two weeks) | search volume
+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.”*
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
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
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%
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
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
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
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
Queries with highest uplift (compared to January)
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%
Microsoft internal data | Home & Garden | Jan - Apr 2020 | search volume
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
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Bedroom Living Room Furniture Pure Brand*
Weekly search trend
Home Furniture searches spiked when people started to work form home
Queries with highest uplift (compared to January)
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
4-Jan 18-Jan 1-Feb 15-Feb 29-Feb 14-Mar 28-Mar 11-Apr
Heaters/Heating Fireplace/Firepits
Weekly search trend
Home Heating related searches are growing as we enter cooler months
Queries with highest uplift (compared to January)
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
advertising.microsoft.com
Top 50 product brandsHOME APPLIANCES
Microsoft internal data | Home & Garden | Mar - Apr 2020 | search volume | Home Appliances