Monday, September 15th, 2014 - Roy Morgan Research

Wesfarmers’ cash cow Bunnings remains the head honcho of hardware, with over nine million Australians 14+ shopping at the store within an average four week period in the year to June 2014—that’s almost half of us.

The real battle is for second place, between Woolworths-owned Masters Hardware and Metcash’s ‘Mighty Helpful’ Mitre 10, the latest data from Roy Morgan Research shows.

Masters Hardware is, as their ads claim, ‘Australia’s fastest growing hardware store’, with the number of shoppers tripling over the last two years from 400,000 in an average four weeks to over 1.2m. The number of people shopping at Mitre 10, however, has fallen by an average of over 100,000 annually since 2010.

Home Hardware has maintained around half a million shoppers nationwide a month over the last three years.

Number of people who shop at hardware store in an average four weeks:

Source: Roy Morgan Single Source (Australia), July 2009 – June 2014, Average annual sample = 18,912 Australians 14+

Warren Reid, Group Account Director, Roy Morgan Research, says:

“Masters is making solid gains in customer satisfaction, which feeds back into increased customer numbers. In the year to June 2012, just 67% of its recent customers said they were very or fairly satisfied, A year later, it was up to 75% of customers, and rose again to 82% in the year to June 2014. However on overall satisfaction, Masters still trails Bunnings, Mire 10 and Home Hardware by around 4-6% points.

“Customers of the ‘Big Box’ retailers Bunnings and Masters share a number of demographic characteristics, including a more neutral gender split compared with other hardware stores.

“But further analysis using our Helix Personas segmentation tool shows that people in ‘middle Australian’ communities are well over-represented among Masters’ customers.  Around 1 in 8 Today’s Families and 1 in 11 Aussie Achievers visited Masters in an average month, compared with around 1 in 16 Australians.”

 

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

bunnings mitre 10 masters home hardware stores

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