In news that is unlikely to surprise anyone, Bunnings remains the country’s most popular hardware store, with 9.2 million Australians 14+ shopping there in an average four weeks. So far, so predictable. But which hardware chain is most likely to attract tradespeople? And which has the most balanced breakdown of male and female customers? Roy Morgan Research investigates…
Although it claims to be ‘where the tradies go’, Home Timber & Hardware is pipped at the post for this honour by Mitre 10 and True Value Hardware, both of which are visited by a higher proportion of tradespeople in any given four weeks. Tradies comprise 10.7% of True Value’s customers, ahead of Mitre 10 (8.5%) and Home Hardware (7.8%).
Proportion of hardware store customers who are tradespeople*
Source: Roy Morgan Single Source (Australia), October 2013 – September 2014 (n=16,176). Base: Australians 14+ *NB: tradespeople include Automotive and Engineering Trades Workers, Construction Trades Workers, Electrotechnology and Telecommunications Trades Workers, Food Trades Workers, Skilled Animal and Horticultural Workers, and Other Technicians/Trades Workers.
While Bunnings is the hardware store with the lowest proportion (5.7%) of tradies among their customers, this actually amounts to 521,000 customers: almost three times the total number of shoppers at True Value in an average week.
Not just for the blokes
With 47.6% of its total shoppers being women, Masters Home Improvement leads in terms of gender balance. The House Rules sponsor is just ahead of Bunnings (46.8% of their customers are women), while the other three hardware chains have a more male-dominated customer base.
Hardware shoppers: men vs women
Source: Roy Morgan Single Source (Australia), October 2013 – September 2014 (n=16,176).Base: Australians14+
Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:
“Bunnings continues to be Australia’s hardware hero, blitzing its rivals with well over 9 million people making at least one purchase there in an average four weeks. Considering that its closest competitor, Mitre 10, serves 1.8 million shoppers in the same time period, Bunnings’ top spot appears to be unassailable.
“However, the smaller chains distinguish themselves for different reasons. Not only did True Value Hardware win Hardware Store of the Year in the recent 2014 Roy Morgan Research Customer Satisfaction Awards, it also boasts the highest proportion of tradies among its customers — a very sought-after segment of the hardware market.
“Masters Home Improvement, meanwhile, is notable for being the hardware store with the highest proportion of female customers. Could this be due to its association with popular reality TV show House Rules, which is watched by more women than men? Or could it have more to do with its emphasis on home improvement rather than hardware?
“It is vital for hardware chains to have a detailed understanding of their consumers in order to fully understand and thrive in this competitive and ever-changing market.”
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.
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