Author: Annette Malave, SVP/Insights, RAB
I think we would all agree that there is no place like home. Travel destinations often refer to the comforts of home, but there’s something about sleeping in your own bed, sitting in your own chair and kicking your feet up at home that makes a difference.
What makes that difference? Perhaps it was the care taken during the selection and purchase process of each one of those items. It felt good, looked good and matched the décor of your current home. And since the pandemic, furniture has become more important as dwellings often serve as both a home and an office.
According to Provoke Insights, a full-service market research firm, over two-thirds of radio listeners have purchased furniture in the past year. Who are these radio listeners? They are households with children and are Gen Z.
Radio listeners are buying a wide array of furniture compared to their nonlistening cohorts. Radio listeners are much more likely to purchase mattresses, lighting, outdoor furniture, sofas as well as storage and office furniture.
Radio listeners with a higher household income ($250K+) are more likely to purchase storage cabinets, office furniture and accent tables. Furniture retailers with higher price points may want to focus their messaging to connect with higher-income consumers. However, all furniture retailers should include inventory availability and diversity in their radio ads to reach this highly engaged consumer.
Furniture retailers should also place as much emphasis on their online storefront as they do their brick-and-mortar location. Radio listeners will make their furniture purchases online because of pricing and wider selections versus nonlisteners. Radio listeners are more apt than nonlisteners to visit physical locations, check out online reviews and, if satisfied, they are willing to splurge on their furniture purchase. (This is an opportunity to promote upgrade options in fabric, size, colors, etc.) And while family/friends may influence radio listeners’ purchase (21%, versus 13% total respondents), online reviews are the top influence for radio listeners.
What’s the cause behind radio listeners and their increased propensity to purchase furniture? Trust. Based on 1,501 respondents ages 21 through 65, the Provoke Insights survey results show that audio is trusted as a channel that builds connections with brands and their customers. Among podcast listeners (54%) and radio listeners (48%), audio creates that emotional connection with listeners – potential furniture buyers.
Broadcast radio has high reach among all listeners and connects with furniture shoppers – especially among diverse consumers. Radio reaches 85% of adults who shopped at any furniture or mattress store in the past year. That reach is greater among Black and Hispanic consumers – 87%. When it comes to watching furniture sales come in, broadcast radio offers the best seat.
RAB members can view the complete Provoke Insights report here.