Survey says consumers believe warranties reflect product life
March 18, 2014,
SAN FRANCISCO — An online survey conducted by mattress review site GoodBed.com found that consumers clearly believe the length of mattress warranties is an indication of product life.
The survey found that half of the consumers surveyed said they would expect to keep a mattress with a 20-year warranty 10 years longer than a mattress with a 10-year warranty.
Michael Magnuson, CEO of GoodBed.com, conducted the survey after reading about Tempur Sealy International’s recent announcement that it will standardize its warranties at 10 years.
A number of other Top 10 bedding producers say they favor a switch to 10-year full replacement warranties rather than the 20-year and 25-year warranties now offered by some producers.
The GoodBed.com survey found that 49.7% of the more than 500 consumers responding said they would expect to keep a mattress with a 20-year warranty 10 years longer than a mattress with a 10-year warranty. Another 27.5% of the respondents said they would expect to keep the mattress with a 20-year warranty five years longer than a mattress with a 10-year warranty, while 22.8% of the consumers said they would not expect to keep the mattress with the 20-year warranty any longer than a mattress with a 10-year warranty.
Another warranty question on the survey found that 38.8% of the consumers surveyed say that a mattress warranty indicates how long a mattress should last, with 43.1% saying the warranty indicates how long the mattress will be comfortable, and the same percentage saying that a mattress warranty lets the consumer return the bed if they don’t like it.
Mattress warranties protect against defective workmanship, a fact that 54.4% of the respondents correctly realized. Multiple responses were allowed on that question.
Magnuson said the survey results demonstrate consumer confusion about mattress warranties.
“What these numbers show is that consumers are clearly getting misinformation when it comes to mattress warranties,” he said. “Irrespective of how the warranties themselves are written, reasonable consumers are coming away with the impression that warranty length is directly tied to the expected useful life of the product.”
Magnuson also noted that the consumers responding to the survey are active mattress shoppers.
“This survey was meant to gauge consumers whilethey are in the process of buying their mattress,” he said. “On GoodBed.com, where the survey was shown, roughly 75% of visitors plan to buy a mattress within a month, and over 40% have already visited a mattress store.”