New Furniture Industry Report and Consumer Shopping Behaviour

FIRST, an Auckland based digital marketing company, specialised in Search, Analytics, CRO and Digital Strategy has carried out this brand new SEO furniture industry report and consumer survey, showing how visible New Zealand’s furniture providers are within Google’s Search Engine. Additionally they carried out a consumer survey revealing what consumers consider as most important when buying new furniture.

By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that NZ furniture providers are operating in a highly competitive market with Freedom Furniture leading the field in organic search (for the analysed search terms). The closest followers are Big Save Furniture and Target Furniture. Although quite a few companies are very present within search there are also some smaller players which will need sustained focus if they want to compete online. Furthermore, overseas furniture providers are trying to get a share of the New Zealand furniture market and outrank a few NZ based companies.

Interestingly, the mobile RBR results for the analysed companies are quite different to the ones from Desktop search. Freedom Furniture is just taking third position here and also Big Save Furniture is just ranking on fifth position.

In the consumer survey, FIRST discovered that most Kiwis perceive the quality of a product as most important, followed by the price and offers and the product style. The fact that the product is New Zealand made is perceived as least important.

Moreover 23.17% of the respondents have purchased furniture online already, which leaves 76.83% who have never done this so far.

The main reason for this is the fact that 50% of the respondents needed to see and touch the material before they would buy it online. The other 26.83% would choose to order furniture online and stated different reasons for that.

To read the full SEO industry report, please visit the FIRST website and download it for free.