Professional and Consumer Landscape and Lawn Care Insights for 2015
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The document discusses insights from the 2014 National Gardening Association survey, highlighting a significant rise in lawn and garden retail sales driven by increased consumer participation, particularly among women. It emphasizes DIY Network's role as a trusted source for landscaping ideas and the positive perception of its content among both general viewers and landscaping professionals. Key takeaways include the importance of outdoor living spaces for homeowners and the need for collaboration within the industry to foster growth.
Professional and Consumer Landscape and Lawn Care Insights for 2015
- 2. •How L&L Readers are Using DIY Network •Pro and Consumer Metrics •Trends Driving Business Growth •Moving Forward Together Today’s Briefing
- 5. 2014 National Gardening Association; National Gardening Survey The biggest annual rise in lawn and garden retail sales this century
- 6. 2014 National Gardening Association; National Gardening Survey & 2013 HIRI Project Decision Study By the numbers 2013 Lawn and Garden 70% Of all U.S. households in 2013 participate in lawn and garden activities $35B In lawn & garden retail sales (an 18% increase vs year ago) 43% Women lead the charge (women & couples jointly making decision to landscape)
- 7. 2013 HIRI Project Decision Study 33% 43% 17% 60% Female Involvement Who initiated the project? 29% 31% 36% 67% Female Involvement Who did all the work? 35% 27% 31% 58% Female Involvement Who selected the mower? Real Women Buy Lawnmowers Gardening/Landscaping Male Only Female Only Male and Female Jointly
- 8. Lawn and Garden Project Doing Cycle: When It Happens IDEAS Gathering ideas & inspiration MARCH/APRIL DECISION Decide to implement MAY INTIATION Start project MAY COMPLETION Project is finished JUNE START HERE 2013 HIRI Project Decision Study
- 9. TV & Magazines considered trusted sources for LANDSCAPING IDEAS: Base: Internet users aged 18+ who did/will do a lawn care and gardening project in the past/next 12 months. All: 1,131. Mintel, Lawn and Garden, US, February 2014 Where do you get ideas/inspiration for lawn care and gardening projects? From myself – I use my own original ideas 41% Friends and family 41% Lawn and garden magazines 26% Lawn and garden television shows 25% Do-it-yourself books 20% How-to videos 16% Employees at retail stores 12% Social media sites from retailers or professional garden service providers 11% Retailers’ or professional services’ websites for tips, consumer reviews of products/services, etc. 10% Print handouts from retail stores 10% Do-it-yourself radio shows 7% Classes/workshops at hardware/home improvement/garden center stores 7% Other 3% None of the above 16% Second only to recommendations from friends & family – Magazines and TV are the TOP SOURCES FOR INSPIRATION!
- 10. The Grass is Always Greener on DIY Network 1Nielsen NPower, Live+SD (3/31-4/27/14), DIY, M-W 8p-12a/12a-4a, P2+ Cume (000), 6 minute qualifier. 2DIY, M-W 8p-12a/12a-4a, vs. YAGO (4/1-4/28/13) Viewing to Landscaping Shows up Double Digits! 105 88 130 127 103 170 A25-54 A18-49 A35-64 2013 2014 +21% +17% 31%
- 11. DIYNetwork.com site search terms, 2Q14. Size of word indicates number of searches. DIYnetwork.com Visitors Search for Landscaping Content Searching for Inspiration, Ideas and Info
- 12. October 2014 ROOFline Survey with SNI’s Under One Roof panel Under One Roof is an Internet-based consumer panel hosted by Scripps Networks Interactive that includes ~20,000 U.S. residents ages 18-64. The panel is comprised of a national sample of U.S. consumers who are “Lifestyle Enthusiasts,” and are recruited based on their interest in the home, food, and travel categories. This panel is not intended to be representative of the U.S. general population. 1 IN 4 Chose “a deck with lots of seating and an open place to barbecue” as their “ultimate yard” MEGA DECKS
- 13. OWN THE OUTDOORS Mega Decks Desperate Landscapes Extra Yardage Going Yard I Hate My Yard Stone Age Yardcore Yard Crashers Decked Out Disaster Decks
- 15. It is No Secret Cable Network “this is one of my favorites” among 81 cable networks Viewers Love DIY Network
- 16. What do Professional Landscapers really think about DIY Network? They love it even more than regular viewers.
- 17. Landscaper Pros Watch DIY Network like a Typical Viewer To get project ideas Relevancy to their own lives To gather tips and tricks Cable Network Viewership among Landscapers Benchmark Study; The Farnsworth Group’s Specpan, a nationally representative sample; June 2014. n = 227
- 18. What the Landscape Pros Say About DIY Network Confirm that the experts and hosts on DIY Network really know what they are doing Net agree among monthly viewers 83% Say their customers reference something they have seen on DIY Network Net agree among monthly viewers 70% Agree that DIY Network is “only for do-it- yourselfers” Completely agree among monthly viewers 15% Confirm DIY Network is a great way to learn about new products. Net agree among monthly viewers 84% Cable Network Viewership among Landscapers Benchmark Study; The Farnsworth Group’s Specpan, a nationally representative sample; June 2014. n = 227
- 19. “Landscaper Pro” Viewers: A18+ DIY Network a Favorite Among Professionals 24% 60% 83% Media Avg. Viewers Pros DIY Network is a way to learn about new products Rank #1 +23 Viewers: DIY Network Viewers, based on A18+, Spring 2013 Simmons MME Study, includes rank out of 78 ad-supported cable networks. Pros: Professional – Landscapers, June 2014 SNI custom study via The Farnsworth Group’s Specpan who watch DIY Network at least monthly. Cable Network Viewership among Landscapers Benchmark Study; The Farnsworth Group’s Specpan, a nationally representative sample; June 2014. n = 227 35% 49% 86% Media Avg. Viewers Pros Content on DIY Network is relevant to me +37 Rank #9 19% 36% 75% Media Avg. Viewers Pros Get valuable info from the ads on DIY Network +39 Rank #7
- 29. Grow the market • Shows problems for the industry (trust and price) • But there is hope (the value of greenspaces)
- 30. Grow The Market - Consumers • 75% say landscaping increases the value of their home • 60% say green space around a home is an important contributor to the environment • 65% say a well-managed landscape can help improve the environment
- 31. Grow The Market: Motivators for landscape purchases • 86% -- the ability to enjoy the outside space • 77% -- a sense of personal pride • 69% -- having an outdoor entertainment area • 66% -- adding to the home’s value • Neighbors’ opinions didn’t rank very high (30%)
- 32. Grow The Market - Consumers
- 33. Grow The Market - Consumers
- 34. 5 Key takeaways • Contractors and DIY viewers help set the trends in residential landscape construction. • Growth in residential design/build is solid, not stupid. • Homeowners place high value on their outdoor living space and are willing to spend on it. • Contractors are more profitable and closing more business than in 2013. • A key limiting factor now is finding crews to do the work.
- 35. • Continued collaboration… –Content sharing –Research –Partnering to grow the market • Two Leaders Working Together! What’s Next?
Editor's Notes
- #8: We’ve relied on research to build a case for deflating outdated myths about household gender roles. Our networks reach the most upscale male AND female audiences in cable and the women we reach have buying and decision-making power within their households – on everything from the décor to the power tools.
- #9: Consumer research has helped inform our scheduling strategy, both in terms of programming as well as advertising. CAN THE SEASONALITY BE PRESENTED JOINTLY WITH A NEW SHOW COMING OUT? Also what about short form – e.g., Scotts vignettes – the timing of the 3 tied in to the lifecycle. But if you find this to be too narrow of an issue, feel free to leave out.
- #10: Lawn and garden TV shows and magazines are two of the most impactful motivating forces behind home improvement. These two resources not only provide entertainment to viewers and readers but also provide inspiration and instruction.
- #11: And here’s the proof – our landscaping programming just won’t stop growing. 2013 was an excellent year for the network, but 2014 knocked it out of the park. Viewing increased in each of our key demos this spring when we loaded the schedule with landscaping programming. April ‘14 Landscaping Programming Has Strong Gains Over Year Ago Monday-Wednesday, April ‘14, 8p-12a/12a-4a 6.1 Million Viewers tuned into the primetime landscaping stacks in April ‘141 Viewers’ DIY landscaping favorites include Yardcore, Going Yard, Desperate Landscapes, and Yard Crashers Double-digit gains vs. year ago time period averages:2
- #12: DIY Network is definitely a source for inspiration, ideas and info about landscaping: 34 of the top 50 (68%) search terms on DIYnetwork.com are related to landscaping/outdoor projects.
- #13: Our research has found that for consumers, the outside of their home is just as important as the inside! If given the chance to make one home improvement, just as many consumers would improve their home’s exterior as would their interior. And specifically, we’ve seen that outdoor spaces for entertaining are especially of interest….1 out of 4 selected “a deck with lots of seating and an open place to barbecue” as their ultimate yard. And so in response, we’ve introduced MEGA DECKS!
- #14: We own the outdoors: American’s Most Desperate Landscape (special) Desperate Landscapes 13 eps Extra Yardage 10 eps Going Yard 13 eps I Hate My Yard 13 eps Stone Age 8 eps Yardcore 13 eps Decked Out 13 eps Disaster Decks 13 eps
- #15: Following sides have be adjusted for the GIE audience with a few speaking notes. --JL
- #16: DIY ranks #9 among 81 ASC networks for A25-54
- #17: Here’s the big question and the short answer.
- #19: So here’s what you need to remember about why landscapers love DIY….