CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:H&M

Home

in

IndiaConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

H&M

Home’s

performance

inthe

furnitureonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202475%

of

H&M

Home

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??H&M

Home’s

brandingresonates

more

with?H&M

Home

ranksfourth

inawareness

within

theMillennialsfurnitureonlineshop

market?H&M

Home

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

H&M

Home

is51%?H&M

Home

ranksfifth

inusage?Among

H&MHome

enthusiasts,41%

fallunderthehigh-income

category?Interms

of

loyalty,H&M

Home

is

eighthinIndia?H&MHome

hasascore

of

45%

formedia

buzz?Consumers

want

theirfurnitureonlineshop

brandstohavehonesty

/trustworthiness,

authenticity,andhighvalue3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

H&M

Home

at

77%Brand

profile:

snapshotBrand

performance

of

H&MHome

inIndia77%75%51%45%36%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=966,

respondents

who

know

the

individual

brand

(popularity),

n=966,respondents

who

know

the

individual

brand

(usage),

n=344,

respondents

who

have

used

the

individual

brand

(loyalty),

n=966,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H&M

Home’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%44%44%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeH&M

Home

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatH&MHome

islikedby0%

of

Babyboomers

and11%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

12%,

respectively.ForMillennials

andGen

Z,

46%

and

43%

feel

positivelytowards

H&M

Home,

versus

44%

and44%.

Socurrently,

forH&M

Home,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.12%11%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=490,

H&M

Home

enthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024H&M

Home

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

H&M

Home

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.13%13%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

H&M

Home

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%43%57%56%

ofmen

likeH&M

Home

comparedto43%

of

women,

whereas

fortheoverall

industry,59%

ofmen

usefurnitureonlineshopscompared

to

41%of

women.81%13%

ofH&M

Home

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to13%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=490,

H&MHome

enthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

H&M

Home

enthusiasts,

41%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.2%4%Single41%38%6%6%CoupleSingleparentNuclear41%

ofH&M

Home

enthusiastsarefromhigh-income

households.H&MHome’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

24%

of

H&MHomeenthusiastshavethiscurrent

livingsituation.3%4%24%20%31%31%32%Multi-generational32%30%31%34%ExtendedOther28%3%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=490,

H&M

Home

enthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

honesty

/trustworthiness,

authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%H&M

Home

users

alsoappreciate

thesekey

attributes,indicating

H&M

Homeexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatH&M

Homeenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityH&M

Home

shouldwork

on

promotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=344,

H&M

Homeusers’,n=490,

H&M

Home

enthusiast,

n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

H&M

Home

fans,

50%

state

that

they

get

excited

about

furniture

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?55%54%54%51%50%45%45%42%42%41%41%34%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=490,

H&M

Home

enthusiast,n=1,172,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1175%

of

H&M

Home

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinIndiais67%.

Awareness

ofH&M

Home,

however,

isat77%.Awareness51%

ofIndianfurnitureonlineshop

userssay

theylikeH&M

Home,

compared

to

anindustryaverage

brandpopularity

of44%.36%

ofindustryusers

inIndiasaythey

useH&MHome,

with

the

average

usageof

abrandat33%.BuzzPopularity75%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.H&M

Home

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of45%compared

to

38%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=966,

respondents

who

know

the

individual

brand

(popularity),

n=966,respondents

who

know

the

individual

brand

(usage),

n=344,

respondents

who

have

used

the

individual

brand

(loyalty),

n=966,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H&M

Home

ranksfourth

in

awareness

within

the

furniture

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofH&M

HomeRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Amazon96%84%82%77%76%69%62%62%61%56%23%2Godrej

InterioIKEA34H&M

HomeNilkamal

FurnitureUrban

LadderHomeTown@home5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6777%8Outofallrespondents,

77%

were

aware

of

H&MHome.

Thisranksthemfourth

compared

tootherbrandssurveyed

inthismarket.9WoodenStreetWallMantraAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

H&M

Home

is

51%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofH&MHomeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon83%64%61%52%51%47%39%36%30%30%2IKEA3Godrej

InterioNilkamal

FurnitureH&M

HomeUrban

LadderHomeTownWallMantraWoodenStreetEllementry449%Outofconsumers

who

knew

thebrand,

51%

saidtheyliked

H&M

Home.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.551%6789PopularityN/A1014

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=966,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H&M

Home

ranksfifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofH&MHomeRank#

BrandUsage

%76%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Amazon2IKEA48%3Godrej

InterioNilkamal

FurnitureH&M

HomeUrban

LadderHomeTownEllementry43%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyused

H&M

Home.

Thisranksthem

fifth

compared

toother

brandssurveyed

inthismarket.440%536%629%64%728%824%9WoodenStreetWallMantra23%UsageN/A1023%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=966,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

H&M

Home

is

eighth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofH&MHome’s

consumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Amazon2IKEA87%25%3@home84%4Nilkamal

FurnitureGodrej

InterioUrban

LadderWoodenStreetH&M

HomeWallMantraNestasia81%581%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.778%75%875%973%Outofrespondents

whohaveused

H&M

Home,

75%saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=344,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H&M

Home

has

a

score

of

45%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofH&MHomeRank#

BrandBuzz%79%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon2IKEA55%3Godrej

InterioH&M

HomeNilkamal

FurnitureUrban

LadderEllementryHomeTownNestasia52%Outofconsumers

who

knew

thebrand,

45%

saidtheyhadheardaboutH&M

Home

inthemedia.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.445%45%540%55%637%731%829%928%BuzzN/A10@home27%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=966,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunder