Brands that benefit from consumers moving home – including furniture, interiors, home improvement & DIY, travel, garden, finance and automotive – are set for a bumper year, according to a new analysis of home-mover data.
The TwentyCi Property & Homemover Report shows that for the final quarter of 2017, there was a healthy increase across every stage of the home-mover cycle compared to 2016. The biggest increases were seen in movers, with 27% more consumers approaching the time of move, and a 23% increase in people who have just moved.
With the purchasing power of home-movers typically adding up to £12bn annually across the UK (excluding the cost of the property), these increases demonstrate that there will be more consumers making big purchase decisions relating to their new home – which is something that brand marketers can tap into directly by targeting home-movers at the right time, the report claims.
TwentyCi chief customer officer Colin Bradshaw said: “Our data shows how there are direct correlations between consumer behaviour and the home-mover process which varies depending on the retail or product sector.
“Using tools such as our Homemover Wave, brand marketers can reach consumers at the perfect time when a home-mover will be considering a purchase in their category. With the home-mover cycle usually taking many months from start to finish, the increase in numbers across the whole of the cycle provides a large window of opportunity for those brand marketers who make the effort to target this market.”
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