Shopper Marketing - July 2016 - 32


PROGRAMS

What lawn/garden/plant/flower activities do you engage in? Choose all that apply.
HOMEOWNERS

HOUSE
RENTERS

APARTMENT
RENTERS

OVERALL

Lawn Care (E.G., Mowing Yard)

84%

65%

11%

63%

Outdoor Gardening

72%

52%

23%

58%

Caring for Indoor Plants/Flowers
Purchased From a Store

47%

43%

51%

47%

Indoor Gardening/Potting Plants
or Flowers

30%

25%

37%

27%

None of the Above

6%

17%

26%

15%

data by
Among the specific results that Medenwald found most noteworthy: only 11% of
Millennials purchased their lawn and garden
equipment online, far below the number who
did so at home improvement centers, mass
merchandisers and other channels. "Most of
them, just like an older person might, rely on
home improvement centers and mass merchandisers," he says. "That was a little bit surprising."
Medenwald also was struck by the fact that
73% of respondents seek out family or friends
for information on purchasing lawn and garden equipment, while only 48% used a smartphone or other device for such information.
Additionally, 44% ask store employees for advice, and 38% use company/brand websites.
"Millennials tend to be fairly traditional" in
that regard, he says.
Half of respondents rank cost or value at
32

y SHOPPER MARKETING JULY 2016

the top of the list of five shopping priorities,
while 35% of them ranked quality the highest
- far above environmental protection (8%),
in-store convenience (7%) or, notably, brand
name (1%), demonstrating that Millennials are
not particularly brand loyal, with 51% ranking
that fifth. "Cost, value and quality were tops in
their minds," Medenwald says.
Lastly, even apartment renters expressed
an interest in lawn care and gardening, even
though many of them were projecting ahead
into their futures. Of those who do not currently garden, 66% found the concept at least
"moderately" appealing and 41% said the
same about lawn care.
The survey, based on the responses of 300
people, was conducted over smartphones
and intentionally divided among homeowners, house renters and apartment renters,
SM
Medenwald says.



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
Shopper Marketing - July 2016 - 52
Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
Shopper Marketing - July 2016 - 59
Shopper Marketing - July 2016 - 60
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Shopper Marketing - July 2016 - 63
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Shopper Marketing - July 2016 - 140
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