Online Emerges as Major Factor in Floor Care, NPD Says

       

       

PORT WASHINGTON, N.Y.–The Worldwide Web is playing an increasingly important role in the purchase of floor-care products, according to a recent study from The NPD Group.

According to results from the research firm’s Consumer Tracking Service, 15 percent of all floor-care appliance dollars are spent online. In addition, the majority of floor-care purchases are now researched online—with consumers surfing through retailer or manufacturer websites, product-review websites, social networks and blogs.

The results come from NPD’s study of floor-care purchases for the 12-month period from November 2010 to October of this year. In other findings, nearly 45 percent of all floor-care items sold were upright vacuums. Also, nearly one-fourth of the robotic vacuums sold in that 12-month time frame were sold in November and December 2010. While only 6 percent of all the floor-care items bought were for gifts, more than half of these purchases were for Christmas or Hanukkah.

Evaluating the floor-care industry from January to October 2011, Debra Mednick, NPD’s executive director of the home division, said total floor-care sales are flat versus the same period in 2010, although sales of upright vacuums, the largest category, are up. Sales of bare floor cleaners, which Mednick described as the “darling” of the industry over the past few years, were down slightly this year. “Deep carpet cleaning, hand and stick, and workshop vacuums are all soft compared to last year,” she said.