Entertainment consumers feel confident
By Dana French -- Furniture Today, October 20, 2008
What is it made of? Will it work with new technology? How long will it last? Is the piece solid wood? Will all of my media components fit? How do I clean it? Who makes it? How reputable is the manufacturer? How versatile is the piece?
These are just a few of the entertainment furniture issues raised by the 12,330 U.S. consumers responding to Furniture/Today and HGTV’s exclusive 2008 Consumer Views Survey.
Last year, U.S. consumers spent more than $5 billion on entertainment furniture. The entertainment category represented 6% of the entire furniture and bedding market in terms of retail sales in 2007.
Technology and construction issues are key
Inherent to any entertainment piece is technology and consumers wonder if today’s furniture is flexible enough to keep up with technology’s ever-changing pace. As a 44-year-old from Wyoming puts it, “Entertainment equipment seems to be changing so fast - it’s hard to know which furniture is a good purchase and investment.” And a 41-from Alabama needs to be “more informed about today’s new TVs and audio and video components in order to feel more confident about buying entertainment furniture.”
Nine out of ten responding consumers want entertainment pieces with built-in storage capabilities to house equipment. Eight out of ten are looking for an adjustable product that accommodates various television sizes and another 77% is searching for a piece with built-in DVD and CD storage. A 46-year-old from North Carolina is “never sure if all of my electronics will fit.”
The construction issue is also critical to consumers. More than three-fourths of responding consumers indicate solid wood is important. A 27-year-old living in Georgia states, “I need to know if it’s made from 100% wood or cheaper materials.” A 59-year-old from Florida adds, “I want to know about the materials - so many pieces are made from pressed board and sales personnel are uninformed. Wood construction is a priority for me.” A 37-year-old from New York says, “It’s so hard to find real wood furniture - it all seems to be pressed. I’m also interested in green furniture and sustainable woods.”
Traditional stores lead all channels
When asked to name the first store they’d shop for entertainment furniture, 48% of all responding consumers indicate they would first head to a traditional furniture store. The traditional store’s appeal increases with the consumers’ age. A consumer 55 or older is two times more likely than a consumer under the age of 25 to shop through the channel. Regionally, traditional stores are most popular in the Midwest and South.
Overall, manufacturer-branded stores, such as Ethan Allen and Ashley Furniture HomeStores, are the first shopping choice for another 11% of consumers. And, lifestyle stores, such as IKEA and Pottery Barn, are the first choice for 10% of consumers.
Should the TV be hidden?
Furniture/Today and HGTV’s exclusive survey also explored whether U.S. consumers prefer the televisions in their home be out in the open or out of sight. Results varied, depending on the room. The majority of responding consumers want TV’s hidden if they’re located in the living room, master bedroom or office. And, the majority prefers TV’s be visible if located in the family room, den or a children’s bedroom.
| % of consumers living in the | Northeast | Midwest | South | West |
|---|---|---|---|---|
| Traditional furniture stores | 45% | 52% | 50% | 41% |
| Lifestyle stores | 15% | 8% | 9% | 14% |
| Manufacturer-branded stores | 10% | 9% | 13% | 11% |
| Discount department stores | 9% | 9% | 8% | 6% |
| Electronic/appliance specialists | 6% | 9% | 8% | 8% |
| Department stores | 9% | 6% | 5% | 7% |
| Other | 4% | 5% | 4% | 7% |
| Warehouse membership clubs | 2% | 2% | 3% | 6% |
| Out of sight | In the open | |
|---|---|---|
| Living room | 65% | 35% |
| Family room/den | 23% | 77% |
| Master bedroom | 70% | 30% |
| Child’s bedroom | 46% | 54% |
| Office/study | 55% | 45% |
| Respondent profile | |
|---|---|
| Household income | |
| Under $30,000 | 10% |
| $30,000 to $49,999 | 21% |
| $50,000 to $74,999 | 28% |
| $75,000 to $99,999 | 21% |
| $100,000 or more | 20% |
| Age | |
| Under 25 | 1% |
| 25 - 34 | 6% |
| 35 - 44 | 17% |
| 45 - 54 | 37% |
| 55 - 64 | 30% |
| 65 and over | 9% |
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