Home Move Box home mover statistics

1. Survey Results & Demographic Statistics

2. Who We Are & What We Do
The Home Move Surveys are part of important research
carried out to help companies adapt and improve their
services to home movers. For the past three years the
nation's home movers have been giving feedback on what
brands can do to help them make moving easier and
kinder on their wallets.
Home movers are a key target audience for a wide range
of brands for a number of reasons:
• Moving house is a key life change when movers are
actively looking to buy a wide range of new household
goods and services
• Home movers spend more on their home in the first six
months after they move in than they do over the next
six years
• Moving home is often a time when old purchasing
habits are broken and new ones formed, making home
movers more receptive to proactive communications
from brands
Brands we work with:

3. Home Mover Demographics
Who we reach:
• Consumers buying or renting
• ABC1 demographic
• Age 25+
• Credit checked
• UK residents
• Middle and higher incomes

4. Our Statistics
The following slides show some top-line statistics that
have been collated from over 250,000 completed surveys.
All completed surveys were received from confirmed
home movers* within six months of their move-in date,
providing a comprehensive overview of their spending
habits.
Here we look at:
1. Demographics
2. Home Mover Concerns
3. Top home mover purchases
4. Personal care
5. Cleaning
6. Food and drink
7. Kitchens
8. Bathrooms
9. Flooring
10. Furniture
11. DIY
12. Garden
13. Retail
14. Other
Please contact us directly if you would like to receive more
detailed research relating to any of these areas.
*All participants are confirmed via their estate agent as a mover.

5. Age & Gender
33% of home movers are aged 40-59 years old and 30%
are aged 30-39 years old
54% of home movers who complete our surveys are
female

6. Status & No. of Dependents
45% of home movers are married and 25% are single
30% of home movers have between 1-2 dependents under
18 living at home

7. Reasons for moving
The top five reasons for moving are:
• First time buyer (21%)
• Upsizing (12%)
• Lifestyle change (11%)
• Moving for job (10%)
• Personal relationships /Downsizing (9%)

8. Income & Purchase online
39% of home movers have a joint income of up to £30K
and 33% have a joint income of £30K - £50K
91% of home movers purchase online

9. Home Mover Concerns
Forget getting to know the new neighbours, or notifying
friends and family of their new address. The latest survey
from Home Move Box has revealed that the biggest
concern amongst anxious home movers is making sure
they’re ready for moving day (41%), followed closely by
worries about saving money on utilities and new products
for the new home (31%).
For well-mannered movers, making sure their old home is
left clean and tidy is a top concern (16%). Surprisingly only
2% of home movers are worried about sharing their new
address with family or friends, or getting to know their
new neighbours.
While almost a third of movers worry about saving money
over a quarter of movers also told us that it would have
helped to have had a 0% APR credit card when moving, to
help manage the costs.

10. Top Home Mover Purchases
The top three large items home movers are most likely to
purchase:
1. Large kitchen appliances (17%)
2. TV (14%)
3. Sofa (13%)
The top five items home movers purchased within the
first six months of moving in:
1. Curtains /Blinds
2. Paint
3. Lighting
4. Bedroom furniture
5. Table and chairs
The top five home improvements movers are most likely
to make within the first twelve months:
1. Household blinds/curtains (32%)
2. Carpets and flooring (27%)
3. Bathrooms (22%)
4. Kitchens (21%)
5. Windows (17%)
The top three rooms a home mover will decorate within
the first three months of their move-in date:
1. Living room (23%)
2. Bedroom (19%)
3. Kitchen (11%)

11. Top Home Mover Purchases
The top four household products home movers would
like to see in the Home Move Box:
1. Multi-purpose cleaner (39%)
2. Washing up liquid / dishwasher tablets (25%)
3. Biscuits (16%)
4. Coffee (11%)
1.11%
15.58%
2.07%
38.63%
25.12%
6.68%
10.81%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%

12. Personal Care
Toothpaste
• 43% of home movers would try new toothpaste that
they had not tried before if they were given a free
sample. Other factors would include dentist
recommendation and a discounted price promotion
• After a leading brand of toothpaste was sampled in the
Home Move Box, 81% of home movers said they would
purchase the same brand again
• 75% would now recommend it to a friend
Toilet Roll
• After receiving a free sample of a leading brand of toilet
roll in their Home Move Box, 78% of home movers said
they had already bought, or would now consider
buying, the same brand
• This was compared to just 45% who bought the brand
prior to receiving their Home Move Box

13. Cleaning
Laundry
• After receiving a free sample of laundry detergent in
their Home Move Box, over 50% of home movers
agreed that it had made their clothes cleaner and softer
• 82% had already bought or were considering buying
this laundry detergent since receiving their free sample
All-purpose cleaners
• After home movers received a free sample of all-
purpose cleaner in their Home Move Box, 92% said
they had already bought or would consider buying this
leading brand
397
309
612
921
0
100
200
300
400
500
600
700
800
900
1000
Previously
brought this
leading of all-
purpose cleaner
Have brought
this leading of
all-purpose
cleaner since
receiving the box
Consider buying Have brought or
intend to buy
since receiving
the boxm
Have bought
m
Have bought or
bought this
leading all-
purpose
cleaner

14. Cleaning
Scouring pads
• When questioned about a scouring pad sampled in the
Home Move Box, 40% best described it for its quality,
whilst 19% said it removed residue easily
• 96% had never previously purchased this brand of
scouring pad
• 74% said they had purchased this scouring pad since
receiving their Home Move Box, or would in the future
Stain removers
• After home movers received a free sample of leading
brand stain remover in their Home Move Box, 54% now
buy this brand of stain remover

15. Food and Drink
Coffee
• 84% of home movers drink coffee
• When a free sample of filter coffee was included in the
Home Move Box, 90% of home movers who tried it said
they liked the taste
• 14% of movers went on to use the £1 off voucher that
accompanied the free sample
Tea
• After home movers received a free sample of tea in
their Home Move Box, 64% have now bought or would
consider buying this brand of tea
64.45%
35.55%
0
10
20
30
40
50
60
70
I have brought/would consider
buying this leading brand tea since
receiving my Home Move Box
I would not consider buying this
leading brand tea in the future
I have bought/would consider

16. Food and Drink
Milk
• When a leading brand of UHT milk was sampled in the
Home Move Box, 39% of home movers said it tasted as
good as fresh milk
• 32% of movers used this UHT milk in a cup of tea
• 40% of movers said they would buy this brand of UHT
milk in the future
• 10% of movers used a coupon that accompanied the
free sample to claim another free litre of this UHT milk
Fruit Juice
• The three top juice flavours amongst home movers are:
• Orange (44%)
• Apple (20%)
• Cranberry (12%)
• When home movers received a free carton of fruit juice
in their Home Move Box, 79% tasted their free sample
• 37% of movers said the juice was ‘tasty’, whilst 30% of
movers said it was ‘refreshing’
• 74% have bought, or would consider buying, this same
leading juice brand

17. Kitchens
• When buying kitchen appliances, 70% of home movers
will purchase free-standing, whilst 30% will purchase
integrated
• More than half of home movers are likely to personalise
their kitchen once they’ve moved in
• 22% will fit a new kitchen, 20% will re-furbish their
kitchen, and 14% will undertake major renovation to
their kitchen
• Of those wanting to fit a new kitchen, 31% will fit it
within six months of their move-in date
• 37% will fit their own new appliance, whilst 34% will
use a skilled tradesman
31
45
50
19
35
38
34
0
10
20
30
40
50
60
Top 3 things home movers will likely replace or have
replaced since their move-in-date:

18. Bathrooms
• 30% of home movers will fit/plan a new bathroom
within six months of their move-in date
• Over 50% of movers will replace their taps, shower
head and bathroom accessories
• 69% of movers updating their bathroom will look online
for their new purchase within the first week

19. Flooring
• 80% of movers are likely to replace the flooring in their
new home
• 87% of these movers will change the flooring within the
first six months of their move-in date
• The top three rooms to have their flooring updated are:
• Kitchen
• Bedroom
• Living room
20.35%
79.65%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
No Yes

20. Furniture
• 39% of home movers said they’re likely to purchase
more furniture since moving into their new home
• The top three items likely to be purchased within the
first 12 months of the move-in date are:
• Bedroom furniture (43%)
• Sofa/chairs (34%)
• Garden furniture (28%)
• 53% of home movers make a joint decision on finance
and the look of the new purchase when buying new
furniture
• When a leading furniture retailer added a leaflet to the
Home Move Box, 27% of home movers said that they
had visited a branch of the store within the last six
months

21. DIY
• The top three areas home movers invest in within six to
twelve months of moving in are:
• Kitchen (21%)
• Bathroom (19%)
• Lighting/paints (18%)
• When a leading builders merchant added a leaflet and
discount to the Home Move Box, 74% of home movers
said they had never previously purchased from them,
but 39% said they were now intending to use them in
the future
• 35% peeled off the 15% discount card key-fob that was
included with the leaflet
• When a leading DIY store added a voucher to the Home
Move Box, 82% of home movers said they had used it,
or were planning to use it in the future, to make a
purchase
20.69%
19.03%
5.93%
11.86%
18.07%
14.76%
9.66%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%

22. Garden
The top five garden service/products home movers are
most likely to purchase:
1. New plants or trees (42%)
2. Garden furniture (33%)
3. Storage (19%)
4. Lawn mower (17%)
5. Patio or decking products (16%)
While almost a half of movers plant new shrubs , 12% of
movers either have no garden , plan to purchase a hose or
a much needed BBQ for that summer entertaining fun.

23. Retail
Catalogues
• After a leading retailer added their catalogue to the
Home Move Box, 68% purchased, or are considering
purchasing, an item from the catalogue
• 73% say they will use the £5 off coupon on their next
purchase from this retailer
• 64% of home movers will keep this leading retailer’s
catalogue until they pick up a new one
Reward cards
• 74% of home movers are reward card holders
• 69% will visit the reward card holder’s website to
update their address details
• When a leading retailer added a leaflet to the Home
Move Box requesting movers to update their reward
card account details, 41% of movers agreed this was a
good way of reminding them to do so

24. Other…
Product Purchase
• When researching products to buy for their new home
45% of home movers would be more likely to consider
a particular brand or product based on a friend/family
recommendation.
• 31% would purchase a product having received a
discount voucher or offer from the brand, while 11%
would purchase having received a free sample.
• While 8% of home movers would research a product on
the internet for ratings and reviews using product
comparisons.
Car Purchase
• 21% of home movers plan to purchase a new car within
a year of moving home.
• While 12% plan to purchase a new car within 1-2 years
of moving home.

25. For more information regarding this survey information, if you’d like to conduct a survey, or if
you’d like to target home movers, please contact us for more information on
01908 886500
www.homemoverstats.com www.homemovebox.com