Shoppers are increasingly relying on social media for their pre-purchase research when buying a bed.
Research for the National Bed Federation among those who has purchased a mattress in the previous six months, found that across all age groups, social media was used by 18%, up from 7% in 2021.
28% of 16-34-year-olds reported using it as part of their research prior to purchase.
The research also found that the mean price paid for the bed/mattress was £554, down from £613 in October 2021’s findings. Some 45% paid less than £400.
Almost half of the respondents used the Internet for research, with two thirds of them visiting two or three websites and 20% visiting four to five websites. The top five most popular websites visited were Dreams, Amazon, Argos, Bensons for Beds and Emma.
When it came to mattress replacement, around 80% were being replaced in less than ten years and around 40% were being replaced in less than five years, with an average replacement cycle of 6.5 years.
‘Whilst visiting websites and physical stores are still the most popular way of researching what’s available, there is clear evidence that social media channels are having greater influence than they did only a year ago: particularly amongst the under 35s. If you want your brand to stand out in today’s crowded marketplace, you really need to build a carefully planned social media presence,’ says Simon Williams, NBF head of marketing and membership.