Predicting the customer of tomorrow Laura Jeffery & Dave Denny - - PowerPoint PPT Presentation

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Nov 02, 2022 685 likes •864 views

Predicting the customer of tomorrow Laura Jeffery & Dave Denny HTA Introducing the gardener of tomorrow . . . Two million more over 60s in next 5 years Generation rent fewer young home owners So who should we be focusing on as the

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Predicting the customer

f tomorrow

Laura Jeffery & Dave Denny HTA

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Introducing the gardener of tomorrow . . .

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Two million more over 60s in next 5 years

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Generation rent – fewer young home owners

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So who should we be focusing on as the gardener of tomorrow? Kenzie Susan

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Triathlete of tomorrow Tinder of tomorrow

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“I don’t want to be defined by my age”

Demographics

Source: Foresight Factory │ Base: 4166 online respondents aged 16+ , GB, 2017 August

"How strongly do you agree or disagree with the following statements?" 0% 20% 40% 60% 80% 100% Total Male Female 16-24 25-34 35-44 45-54 55-64 65-74 75+ Millennials Generation X Baby-boomers AB C1 C2 DE Disagree strongly Disagree Neither agree nor disagree Agree Agree strongly

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Smartphone ownership by age

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Sources on information on the garden

0% 5% 10% 15% 20% 25% 30% 35% A family member or friend A social networking site (e.g. Facebook, Instagram etc.) Online videos (e.g. YouTube tutorials) Garden centre's websites Gardening TV programmes Gardening magazines Home/lifestyle magazines Staff at a specialist garden centre or retail nursery Public gardens, parks or plant displays

Under 45's Over 45's

Source: YouGov for HTA (2019). Base: 1,778 GB adults (aged 16+) who have access to a private garden or outdoor space (excluding communal gardens and window boxes/balconies)

83% 34% 28% 0% 20% 40% 60% 80% 100%

Facebook Twitter Instagram

The % of keen gardeners who have used each social media in the last week

Base: 12,038 GB adults aged 16+ who agree with the statement “I get a great deal of pleasure from my garden”

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Cold hard cash – where’s the money in gardening?

Age 15-35 Age 55+

Garden plants, seeds & bulbs £210m £864m Garden furniture & BBQ £262m £456m

Source: HTA/Kantar media’s TGI survey 2018

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Anticipating their needs – health, wellbeing and horticulture

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Consumers see gardens as benefiting their health

67% 78% 85% 85% 77% 84% 89% 89%

0% 20% 40% 60% 80% 100%

16 to 24 25 to 39 40 to 54 55 plus

Physical health State of mind

For the following question, by "public green spaces", we mean public areas with grass, plants or trees (e.g. parks, woods, public gardens, village greens etc.). In general, to what extent, if at all, do you agree or disagree with each of the following statements? Gardens and public green spaces benefit my . . .. Chart shows % agreeing with the statements Source: HTA/YouGov June 2019, base 2,094 GB adults

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Reaching these consumers in the digital age

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