CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:B&Q

in

the

United

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

B&Q’s

performance

inthefurnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202472%

of

B&Q

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??B&Q’s

brandingresonates

with

Gen

Zsimilarly

to?B&Qranksfourth

inawareness

within

the

furnitureother

brandsinthe

industryonlineshop

market?B&Qgenerally

appealstowomen

more

than

men?Thepopularity

ratingof

B&Qis36%?B&Qranksfifth

inusage?Among

B&Qenthusiasts,36%

fallunderthe

high-income

category?Interms

of

loyalty,B&Qis

outsidethe

Top

10

inthe?Consumers

want

theirfurnitureonlineshop

brandstohavehonesty

/trustworthiness,

reliability,andhighvalueUnited

Kingdom?B&Qhasascore

of27%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

B&Q

at

93%Brand

profile:

snapshotBrand

performance

of

B&Q

intheUnitedKingdom93%72%36%27%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,153,

respondents

who

know

the

individual

brand

(popularity),

n=1,153,respondents

who

know

the

individual

brand

(usage),

n=255,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,153,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q’s

branding

resonates

with

Gen

Z

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeB&Qbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatB&Qislikedby8%

of

Babyboomers

and26%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is10%

and28%,

respectively.29%28%27%26%ForMillennials

andGen

Z,

36%

and

29%

feel

positivelytowards

B&Q,versus

36%

and27%.

So

currently,

forB&Q,Gen

Zconnects

most

with

theirbrandcomparedtothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=412,

B&Qenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

B&Qshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

B&Qhasalower

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.6%9%52%

ofwomen

likeB&Qcompared

to48%

ofmen,

whereas

for

the

overallindustry,50%

of

women

usefurnitureonlineshopscompared

to

50%

of

men.50%50%52%48%90%89%6%

of

B&Qenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=412,

B&Qenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

B&Q

enthusiasts,

36%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%16%Single37%36%20%22%CoupleSingleparentNuclear36%

ofB&Q

enthusiastsarefrom

high-income

households.B&Q’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anextended

household,

19%

ofB&Qenthusiastshavethiscurrent

livingsituation.11%10%27%29%33%37%27%Multi-generational3%2%19%16%30%ExtendedOther3%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=412,

B&Qenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andhighvalue.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%B&Qusers

alsoappreciate

these

keyattributes,indicating

B&Qexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatB&Qenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityB&Qshould

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=255,

B&Qusers’,n=412,

B&Qenthusiast,

n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

B&Q

fans,

26%

state

that

they

get

excited

about

furniture

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?35%33%26%26%24%20%

20%20%19%18%17%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=412,

B&Qenthusiast,n=1,024,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

B&Q

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinthe

United

Kingdomis79%.Awareness

ofB&Q,however,

isat93%.Awareness36%

ofUK

furnitureonline

shopusers

say

theylikeB&Q,compared

to

anindustryaverage

brandpopularity

of32%.22%

ofindustryusers

intheUnitedKingdomsaytheyuseB&Q,with

the

average

usageofabrandat17%.BuzzPopularity72%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.B&Qhasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of27%

compared

to18%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Furniture

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,153,

respondents

who

know

the

individual

brand

(popularity),

n=1,153,respondents

who

know

the

individual

brand

(usage),

n=255,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,153,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

ranksfourth

in

awareness

within

the

furniture

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofB&QRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.7%1AmazonArgos96%95%95%93%92%89%87%87%85%84%23IKEA4B&Q5M&SUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6JohnLewis&PartnersDunelmdfs78Outofallrespondents,

93%

were

aware

of

B&Q.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.93%9HomebaseDreamsAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

B&Q

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofB&QRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1IKEA54%53%47%45%37%36%31%31%25%24%2AmazonArgos336%4DunelmTheRangeB&QOutofconsumers

who

knew

thebrand,

36%

saidtheyliked

B&Q.

Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.5664%7M&S8JohnLewis&Partnersdfs9PopularityN/A10Homebase14

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,153,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

ranksfifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofB&QRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1AmazonArgos22%233%3IKEA32%Outofconsumers

who

knew

thebrand,

22%

saidtheyused

B&Q.

Thisranksthemfifth

compared

tootherbrandssurveyed

inthismarket.4DunelmB&Q26%522%6TheRangeM&S20%715%8JohnLewis&PartnersHomebasedfs14%78%910%UsageN/A1010%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,153,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

B&Q

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofB&Q’sconsumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1IKEA2Amazonwayfair87%28%386%4Argos82%5JohnLewis&PartnersDunelm80%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7TheRangeHomebaseM&S80%72%878%978%Outofrespondents

whohaveused

B&Q,72%

saidthey

would

usethebrand

again.LoyaltyN/A10studio76%16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=255,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofB&QRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon2IKEA32%27%3Argos31%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutB&Q

inthemedia.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4B&Q27%5dfs21%6Dreams19%7Dunelm19%73%8M&S18%9Furniture

VillageJohnLewis&Partners17%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,153,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

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