Casual Living & HGTV  Consumer Views: Conversation Groups

Originally published in the August 2010 print issue of Casual Living

As the economy continues to experience peaks and valleys, consumers remain hesitant about spending on big ticket items, like vacations. However, consumers are still investing in their homes. One place in particular where they are willing to devote monies is the outdoor space, a place where entertaining, rest and relaxation can occur without breaking the family budget.

According to the exclusive Casual Living and HGTV 2010 Outdoor Furniture Survey, nearly three out of 10 consumers plan to buy conversation groups this year and 37% are making plans to do so in 2011. Of consumers who will purchase conversation groups in 2010, 56% of them will be purchasing for the first-time, while 44% of these buyers will be replacing their current groups. Shoppers who plan to buy conversation seating in 2011 comprise 62% of consumers who will be first-time buyers and 38% who will be buying a replacement conversation group.

The consumers who are making a replacement purchase are not doing so out of impulse. Per the survey respondents, more than three-fifths of those who plan to purchase replacement furniture this year have owned their current set for five years or more. That number goes up for 2011 buyers – 71% of consumers planning to buy conversation seating next year will have had their existing set for a span of five years or greater.

This exclusive consumer analysis is based on the responses of 9,126 U.S. consumers. Casual Living, in partnership with HGTV, surveyed consumers via on online survey linked to HGTV's Ideas newsletter in April 2010. Because of the large sample size, the survey data can be projected, within this population, with a margin of error of plus or minus less than 1%.

The research was analyzed by Casual Living’s research department, led by Research Director Dana French and Research Analyst Daphne Garland-McLean.

*5 pages*

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Casual Living & HGTV Consumer Views: Conversation Groups
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