Home Improvement Consumers and YHR

Transcript

1. Local consumers spend money on home improvement items! Home Improvement Retail Market Power: Home Improvement Categories 2013 estimated Yakima county consumer demand, by merchandise line items Source: 2013 The Nielsen Company Retail Market Power Demand Report, Yakima county Curtains, Draperies, Blinds, Slipcovers Etc $7.9 million Major Household Appliances $21.9 million Furniture & Sleep Equipment $57.5 million Flooring & Floor Coverings $13.4 million Kitchenware & Home Furnishings $70.3 million Hardware, Tools, Plumbing, Electrical $19.2 million Lumber & Building Materials $12.6 million Lawn, Garden and Farm Equipment & Supplies $32.9 million Paint & Sundries $5.5 million
2. 900 2,500 3,100 20,600 35,800 37,500 72,600 77,000 82,300 0 25,000 50,000 75,000 100,000 Griggs Benjamin Moore Lumbermans True Value Other store Did not buy hardware/building/paint/lawn or garden items Lowe's The Home Depot Ace Hardware Yakima county consumers purchase home improvement items from several local retailers. Home Improvement Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Home improvement stores bought past 12 mo.
3. 61% of local home improvement expenditures are up to $1,000. Well over one-third are making larger investments and spending much more. $5,000 or more 16% $3,000 - $4,999 6% $1,000 - $2,999 17% $500 - $999 20% Less than $500 41% Amount spent on home improvements past 12 mo. Home Improvement Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012)
4. Heating and A/C services are the top home improvement for local consumers. 2,100 4,000 7,300 9,600 11,000 11,700 15,000 15,600 15,900 18,200 23,100 24,500 0 5,000 10,000 15,000 20,000 25,000 30,000 Architect/builder service Interior design service Other Flooring Pest control service Painting Electrical Landscaping Appliance repair service Carpet cleaning service Plumbing Heating/air conditioning Home Improvement - Services Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Type of home improvement contractor or service used past 12 mo. During a typical week, the Yakima Herald Republic reaches 77% of Heating and A/C consumers in print & online Typical week = unduplicated YHR print and online weekly audience reach.
5. Standard Paint & Abbey is the number one named store among consumers for carpet and flooring. Several consumers buy from unspecified competitors. 23,400 900 5,100 0 5,000 10,000 15,000 20,000 25,000 Other store Great Floors Standard Paint & Abbey Carpet Carpet & Floor Covering Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Carpet or floor covering stores bought past 12 mo. During a typical week, the Yakima Herald Republic reaches 84% of Carpet and Flooring buyers in print & online Typical week = unduplicated YHR print and online weekly audience reach.
6. Furniture and mattress shoppers have several local stores where they can buy. Furniture or mattress store bought past 12 mo. 24,800 900 1,200 4,000 4,300 5,200 7,900 0 5,000 10,000 15,000 20,000 25,000 30,000 Other store Great Floors Sleep City Sleep Country (Mattress Outlet) Meredith Furniture Furniture Row Walker's Furniture Furniture & Mattress Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) During a typical week, the Yakima Herald Republic reaches 74% of Furniture and Mattress buyers in print & online Typical week = unduplicated YHR print and online weekly audience reach.
7. Sears is the number one store in Yakima county for consumers to buy large appliances. 9,700 10,200 12,300 13,700 22,700 0 5,000 10,000 15,000 20,000 25,000 Other store Bemis Appliance Lowe's The Home Depot Sears Large Appliances Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Large appliance store bought past 12 mo. During a typical week, the Yakima Herald Republic reaches 82% of Large Appliance Consumers in print & online Typical week = unduplicated YHR print and online weekly audience reach.
8. The Yakima Herald Republic reaches more home improvement buyers across most all categories. Type of home improvement service used, past year (household) Yakima Herald Republic Yakima Herald Online Radio Listeners Top 5 AM Drive Stations TV Viewers Top 5 Prime Time Stations Appliance repair service 85% 18% 30% 60% Architect/builder service 42% 17% 66% 91% Carpet cleaning service 80% 40% 31% 72% Electrical 73% 30% 50% 40% Flooring 74% 33% 33% 48% Heating/air conditioning 77% 26% 30% 57% Interior design service 88% 32% 45% 50% Landscaping 48% 39% 31% 52% Painting 86% 15% 31% 30% Pest control service 81% 39% 37% 67% Plumbing 71% 31% 25% 34% Other 82% 62% 26% 60% None 68% 26% 22% 38% Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima Herald Republic Readers: reach weekly print cume; YakimaHerald.com Visitors: reach avg. monthly visitors Radio: weekly cume reach of top 5 stations AM drive time ; TV: weekly cume reach of top 5 stations prime time. Home Improvement