Home & Garden Insights · Garden & Patio: 4% Kitchen: 13% Home Furnishing: 19% Appliances Bedding & Linen Furniture Garden & Patio Home Furnishing Kitchen ‘Garden & Patio’ shows

Home & Garden

Insights

Markets: FR, IT, ES

Data refresh as of 18 April 2020

Summary – Key Findings and Actions

Initial Hypothesis

COVID-19 has forced consumers to stay at

home. This has influenced search

behaviour and buying patterns with more

time spent improving the home and

getting round to DIY jobs.

How do consumers search to equip

their homes?

Key Findings

We see growth in both searches and

clicks for home and garden products in

all the markets examined.

There are nuances in the

product/category trends by markets:

▪ In France, Garden and Patio

category grew a lot.

▪ In Italy, growth was mainly driven by

Appliances.

▪ In Spain, Kitchen was the leading

category in driving growth.

Recommended Actions

We advise our partners to :

▪ Adapt their shopping campaigns to

address categories and queries that

are emerging.

▪ Leverage DSA, for easy automated

agility to changing behaviours.

France

‘Home & Garden’ searches exceeded volume past peak season Week 12-18 April: 78% growth in year on year searches and 49% growth in year-on-year

clicks78% YoY

on last

week

Overall 1% YoY

Indexed Searches

Source: Microsoft Internal Data, All Devices

Overall 30% YoY

Indexed Clicks

2019 2020 49% YoY

on last

week

Strong ‘Garden & Patio’ query growth post lockdown start

Query samples

Appliances: “deshumidificateur”, “frigo”,

“lave vitre”, “surjeteuse.”

Bedding & Linen: “achat lit”, “armoire lit”,

“couvre-lit”, “matelas.”

Furniture: ”armoire”, “chaise gaming”,

“dressing”, “meuble angle.”

Garden & Patio: “balancoire”, “garage en

bois”, “portique”, “abri de jardin.”

Home Furnishing: “bricolage”, “porte de

douche”, “velux”

Kitchen: “coffret cuisine”, “gaufrier”, “grille

pain”, "crepiere.”

Source: Microsoft Internal Data, All Devices, *Post lockdown = since week 12

Appliances : Electromenager | Bedding & Linen : Lit et linge de lit/maison | Furniture: Mobilier | Garden & Patio : Jardin | Home Furnishing : Bricolage et décoration | Kitchen : Cuisine

Indexed Searches for

Home & Garden sub-verticals

Appliances Bedding & Linnen Furniture Garden & Patio Home Furnishing Kitchen

‘Garden & Patio’ had a large surge in growth post lockdown startAll other categories also show growth post lockdown

YoY Search Growth for


37%

YoY

51%

YoY

Source: Microsoft Internal Data, All Devices/ *Post lockdown = since week 12


Appliances: +75%

Bedding & Linen: +4%

Garden & Patio: +83%

Kitchen: +71%

Home Furnishing: +63%

-50%

0%

50%

100%

150%

200%

250%


‘Garden & Patio’ & ‘Home Furnishing’ show consistent

growth over time2020- Share of Volume Searches

All other

categories are

dropping/showing

no trend in share

and volume.



13% 11% 11% 11% 10% 10% 10%14% 15%

18% 17%11%

14% 16% 14%

17% 17% 16% 16% 17% 18% 17%13% 13%

13%9%

11%10% 9% 12%

34% 34%34% 34% 33% 32% 32% 31% 31%

30%

28%29%

28% 27% 27%

2% 2%2% 3% 3% 3% 3% 3% 3%

3%

4%5% 5% 8% 9%

29% 30% 31% 32% 32% 32% 33% 34% 33% 31%

37% 38% 37%35% 34%

6% 5% 5% 6% 5% 5% 5% 5% 5% 5% 5% 6% 6% 5% 5%


‘Garden & Patio’ : as there are threats on summer vacation

journey constraints, people search for ‘above ground pool‘

Top Growing Queries YoY

• Abri jardin soldes

destockage• balancoires


Top 10 ‘Garden & Patio’ queries


*Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 18th April


piscine hors sol

balancoire

cabane bois

abris jardin

cabane jardin

abri jardin

abri jardin bois

abri jardin soldes destockage

abris jardin bois

garage bois

Source: Internal Data, All Device

*Considering Week 15 and 16 (5-11 April and 12-18 April)

Category QueryPhrase WoW CTR WoW CPC

Furniture Porte interieure vitree 498% 45%

Bedding & Linen Lit 90x190 378% -58%

Home Furnishing Rideaux lin 150% 29%

Appliances Lave vaiselle miele 105% -3%

Garden & Patio Cabanes jardin 86% -50%

Kitchen Croque monsieur 83% -67%

FR: With quick growing CTR, some queries drive opportunities.

And CPC are down for some of them.

Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen

aspirateur Meilleur matelas mal dos bureau Abri jardin tableau blender

Lave vaisselle Meilleur matelas contre

mal dos

bibliotheque Piscine hors sol portail Croque monsieur

Aspirateur sans sac lit dressing Abris jardin Salon beige Robot patissier

Aspirateur robot matelas Canape convertible Cabane jardin cuisine Extracteur jus

Lave linge Tete lit Meuble tv Abri jardin bois brico yaourtiere

Source: Internal Data, All Devices


Top 5 Volume Searches by Category

Top 5 Volume Searches Year-on-year by

Category

Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen

Climatiseur mobile sans

evacuation silencieux

Ensemble sommier matelas Four porte

escamotable

Abris jardin soldes

destockage

Fenetre pvc renovation prix

usine

conservation

Fer repasser Linge maison Nappes table balancoires Coussins canape blender

Aspirateur sans sac Housse canape extensible Petit bureau Piscine hors sol bois

destockage

Palissade pvc grill

nettoyeur Meilleurs matelas maux dos Bureau gaming Piscine hors sol Tableau wok

Seche linge top Lit canape bz Piscine hors sol bois Rideaux cafetiere

Source: Internal Data,, All Devices


FRANCE

Main Takeaways

KEY FINDINGS

COVID-19 has forced consumers to stay at home. This

has influenced search behaviour and buying patterns

with more time spent improving the home and getting

round to DIY jobs.

We have seen growth in both searches and clicks for

home and garden products in France.

The Garden and Patio category grew strongly, and that

shows that French people probably want to improve their

homes in the short term. Improvements are not

superficial though, with search queries related to large

items like “swings” (balançoires) and “pools” (piscine hors

sol) growing rapidly. Home furnishing is also a fast

growing area.

RECOMMENDED ACTIONS

We advise our partners to:

▪ Adapt their shopping campaigns to make sure to

maximize their impression share on products which

may have been “niche” in the past, but recently

grew a lot due to behaviour changes.

▪ Leverage DSA, for the non-shopping ads, to be

agile and adapt to search changes.

Italy

109% YoY

on last

week

Overall 1% YoY

Indexed Searches


Overall 4% YoY

100% YoY

on last

weekIndexed Clicks

2019 2020

‘Home & Garden’ searches maintaining volume past peak season with 109% growth in year on year searches in the last week

Strong ‘Garden & Patio’ query growth as well as growth in other

categories post lockdown

Query samples

Appliances: “dyson”, “lavatrice.”

Bedding & Linen: “Materassi”,

“lenzuola.”

Furniture: ”divani”, “libreria.”

Garden & Patio: “gazebo”,

“pergola.”

Home Furnishing: “orologio”,

“candele.”

Kitchen: “cuicine”, “termometro.”




Appliances Bedding & Linen Furniture Garden & Patio Home Furnishing Kitchen

‘Appliances’ searches have increased the most YoY post lockdownAll other categories also show growth after lockdown


Post lockdown = week 12 to week 16



126%

YoY

Appliances: +66%


Garden & Patio: 4%

Kitchen: 13%

Home Furnishing: 19%


‘Garden & Patio’ shows an increase of volume share over

time, especially in recent weeks

2020- Share of Volume Searches

All other

categories are

dropping in share

and volume

however these

trends appear to

follow normal

seasonality

trends


45% 45% 44%40% 43% 41% 41% 42% 41% 42% 42% 44% 46% 44%

40%

4% 3% 3%3%

3%3% 3% 3% 3% 3% 2%

2%2%

2%3%

24% 25% 25%25%

24%24% 23% 25% 24% 21% 21% 21%

20%19%

21%

2% 2% 4%

3%4% 5% 5%

5%5%

4% 7% 5%7% 12% 13%

13% 13% 11%16%

14% 13% 13%12% 13%

15%16% 15%

16% 12% 12%

12% 11% 13% 14% 12% 14% 14% 13% 14% 15% 13% 14%9% 11% 11%


‘Garden & Patio’ search growth is being driven by searches for

generic garden furniture and equipment

Source: Microsoft Internal Data All Devices



• Altalena da giardino• Ombrelloni da giardino


Top 10 ‘Garden & Patio’ queries

casette da giardino

dondolo da giardino

fioriere

gazebo

gazebo da giardino

gazebo in legno

ombrelloni

ombrelloni da giardino

pergola

vasca idromassaggio

Source: Internal Data, All Device

*Considering Week 15 and 16


Home Furnishing Cornici per foto 677% -11%

Furniture Comodino 440% -31%

Garden & Patio Sedie a sdraio 258% -22%

Appliances Deumidificatore 128% 82%

Bedding & Linen Biancheria de letto 120% -12%

Kitchen Wok 65% -12%

IT: Several categories show growth in CTR and drop in CPC WoW

for top queries

IT: Top 5 Volume Searches by Category

IT: Top 5 Volume Searches YoY by Category


dyson materassi divani gazebo orologio cucine

lookfantastic materasso libreria Gazebo da giardino sveglia Cucine ikea

lavatrice lenzuola Porte interne Ombrelloni da giardino orologi Occhiali da vista

Dolce gusto Materasso matrimoniale sedie pergola Tappeti ikea termometro

hoover cuscino porte Casette da giardino Tende a rullo Cucine componibili


zuppa cuscino Divani in pelle Altalena da giardino sfondo Termometro digitale

Dyson airswap asciugamani Divani letto economici Floriere in legno Persiane in legno Bilance da cucina

Lavatrici bosch Biancheria da letto Tavolo da biliardo Ombrelloni da giardino tenda Vasi di terracotta

Purificatore d aria materasso Divani angolari Barbecue gas vasi Utensil da cucina

piroscafo cuscini divano ombrelloni Cuscini per sedie Vasi per piante

ITALY

Main Takeaways

KEY FINDINGS




round to DIY jobs.


home and garden products in Italy.

▪ In week 16 (12 Apr-18 Apr), there has been 109%

search volume growth YoY and a 100% clicks growth

YoY.

▪ Several categories feed into this growth but

‘Appliances’ has been the category with the largest

YoY growth with 66% between week 12 and week 16.

▪ There are also many opportunities in several

categories that have growing CTR and reducing CPC

WoW.

RECOMMENDED ACTIONS

We advice our partners to:







Spain

111% YoY

on last

week

Overall 8% YoY

Indexed Searches

Overall 15% YoY

121% YoY

on last

weekIndexed Clicks

‘Home & Garden’ searches maintaining volume past peak season with 111% growth in year on year searches in the last week

2019 2020


Strong ‘Kitchen’ query growth as well as growth in other

categories in recent weeks

Query samples

Appliances: “dolce gusto”, “dyson.”

Bedding & Linen: “colchones”,

“almohadilla.”

Furniture: ”sofas”, “sillas.”

Garden & Patio: “kiosko”, “canape.”

Home Furnishing: “reloj”,

“cortinas.”

Kitchen: “lupa”, “cocina.”





‘Kitchen’ searches have increased the most YoY post lockdown

whilst several other categories show growth as well

Source: Microsoft Internal Data,, All Devices

Post lockdown = week 12 to week 16



126%

YoY

Appliances: +38%


Garden & Patio: -15%

Kitchen: +93%

Home Furnishing: +79%

-100%

-50%

0%

50%

100%

150%

200%

250%


All categories remain constant throughout the period and

show no significant trends

2020- Share of Volume Searches

All other

categories are

dropping in share

and volume

however these

trends appear to

follow normal

seasonality

trends

Source: Microsoft Internal Data, Bing O&O Traffic, All Devices

34% 34%29% 32% 31% 30%

27%31% 31% 28% 28% 27%

30% 33% 35%

6% 5%

5%5% 5% 5%

5%5% 4%

5% 4% 4%4%

5% 5%

16% 16%20%

19%17% 16% 20%

18%17%

15%11% 14%

13%14% 14%

7% 8% 8% 7%8% 8% 9%

9%8%

9%

9% 8%7%

8% 7%

27% 26% 27% 26% 28% 27% 27% 25%27% 28%

31% 30%29%

27% 26%

9% 12% 11% 11% 11% 13% 12% 12% 14% 15% 17% 17% 16% 13% 14%

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar08/Mar-14/Mar15/Mar-21/Mar22/Mar-28/Mar29/Mar-04/Apr 05/Apr-11/Apr 12/Apr-18/Apr


The growth in ‘Kitchen’ queries is likely to be driven by generic

kitchen equipment

Source: Microsoft Internal Data, Bing All Devices



• Termometro digital• Copas de vino


Top 5 ‘Kitchen’ queries

cocina cocinas ikea termometro utensilios de cocina wok

Source: Internal Data, O&O Search Data, All Device

*Considering Week 15 and 16


Appliances Secador de pelo 1550% -65%

Home Furnishing cortina 240% 53%

Furniture Sillas de comedor baratas 167% 44%

Bedding & Linen edredones 131% -37%

Kitchen Wok 90% -67%

Garden & Patio pergola 83% 82%

ES: Some opportunities in several categories with growing CTR

and reducing CPC week-on-week

ES: Top 5 Volume Searches by Category

ES: Top 5 Volume Searches YoY by Category


Dolce gusto colchones sofas kiosko Fondo de pantalla cocina

dyson colchon sofa canape reloj termometro

cocinas almohadilla sillas pergola relojes Cocinas ikea

lookfantastic edredones camas conduccion cortinas wok

microondas Ropa de cama Sofa cama jardineras despertador Termometro digital


Purificador de aire Colchon emma Camas para perros conduccion cortina Receta de magdalenas

refrigerador almohadilla Sillas plegables Bancos de jardin Fondo de pantalla Termometro digital

tetera Ropa de cama Mesas plegables Pergola felpudos vasos

secadora colchon Mesa redonda Canape despertador Copas de vino

Aspiradora sin cable almohadas Sofas cama baratos kiosko Reloj de pared alacena

SPAIN

Main Takeaways

KEY FINDINGS




round to DIY jobs.


home and garden products in Spain.

▪ In week 16 (12/Apr-18/Apr), there has been 111%

search volume growth YoY and a 121% clicks growth

YoY.

▪ Several categories feed into this growth but ‘Kitchen’

has been the category with the largest YoY growth

with 93% between week 12 and week 16.

▪ There are also many opportunities in several

categories that have growing CTR and reducing CPC

WoW.

RECOMMENDED ACTIONS

We advice our partners to:







Documents

Home & Garden Insights · Garden & Patio: 4% Kitchen: 13% Home Furnishing: 19% Appliances Bedding & Linen Furniture Garden & Patio Home Furnishing Kitchen ‘Garden & Patio’ shows