microsoft advertising insights retail home & garden (au) · home heating & cooling home...

MICROSOFT ADVERTISING

Consumer trends in

Home & Garden

during COVID-19 (AU)

Microsoft Advertising. Intelligent connections.

Summary of findingsOn Mar 23rd 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 and garden

categories.

Weekly home & garden searches and clicks have gained significant momentum when compared to start of this year

Australians are missing their café style coffee and therefore resulting in a strong spike in coffee machines

As we enter into 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 trends

Search Vol. YoY Clicks YoY Search vol.(indexed)

Mar 11

Declared Covid-19 as a

pandemic

Week ending date

Mar 23: Non-essential

business shut down

Mar 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 Appliances

Home Décor Home Furniture

Home Heating & Cooling Yard, Garden & Patio

Home Improvement & Maintenance

Weekly Search Trend

Spike in searches can be seen across categories Queries with highest uplift (compared to Jan)

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

Mar 17: Companies


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 Furniture

23%

Home Improvement

20%

Home Decor

12%

Home

Appliances

10%


10%

Bedding & Linens

4%

Home Heating

& Cooling

1%

Others

20%

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 AR- AP RIL 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


Bunnings

Mitre 10

Home Improvement

+69%

Stratco

barbeques galore

colorbond

Weber

Ryobi


+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


+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 Kitchen

Appliances

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”*

https://www.nielsen.com/au/en/insights/article/2020/covid-19-aussie-pandemic-pantries-packed-for-months/

Product Split by search volume (Mar-Apr 2020)


Coffee Machines

22%

Blenders &

Mixers

27%

Cookers

9%

Microwave

8%

Air Fryers

8%

Kettles

6%

Food Processors

4%

Soda Stream

4%Others

12%

Dishwasher

21%

Oven

15%

Rangehood

8%

Cooktops & Stoves 10%Others

5%

Fridges

42%

Fridge was the most searched item

Large Kitchen Appliances

Coffee machines and Blenders & Mixers were the

most searched items

Kitchen Appliances


Coffee Machine Mixer Blender

Cookers Air Fryer Microwave

Kettle Food Processor Toaster

Soda 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 Jan)

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%


Mar 17: Companies introduced

work from home guide



2019 | search volume | Top 200 queries


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


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%


Mar 23: Lockdown

introduced



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% (Jan vs Apr)


*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


Bedroom Living Room Furniture Pure Brand*

Weekly Search Trend

Home Furniture searches spiked when people

started to work form home


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



Mar 17: Companies


Home Heating & CoolingAs we move towards winter, demand for heaters and

fireplaces are growing



49%

25%

16%

10%

Search volume %

Heaters & Heating

Fireplaces / Firepits

ceiling Fans

Desk Fans


Heaters/heating Fireplace/firepits

Weekly Search Trend

Home Heating related searches are growing as we

enter into cooler months


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



Key Takeaways

1. 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. Take advantage of 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.

advertising.microsoft.com

https://about.ads.microsoft.com/en-au

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