CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:The

Home

Depot

in

MexicoConsumer

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

TheHome

Depot’sperformance

inthe

furnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

of

The

Home

Depot

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TheHome

Depot’s

brandingresonates

with

Gen

X?TheHome

Depot

ranksfirst

inawareness

within

thesimilarly

to

other

brandsinthe

industryfurnitureonlineshop

market?TheHome

Depot

generally

appealsto

women

morethan

men?Thepopularity

ratingof

TheHome

Depot

is64%?TheHome

Depot

ranksthirdinusage?Among

TheHome

Depot

enthusiasts,37%

fallunderthe

high-income

category?Interms

of

loyalty,TheHome

Depot

isfirst

inMexico?TheHome

Depot

hasascore

of

60%

formedia

buzz?Consumers

want

theirfurnitureonlineshop

brandstohavehonesty

/trustworthiness,

reliability,andinnovation3Sources:

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

forThe

Home

Depot

at

97%Brand

profile:

snapshotBrand

performance

of

The

Home

Depot

inMexico97%84%64%60%47%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,213,

respondents

who

know

the

individual

brand

(popularity),

n=1,213,respondents

who

know

the

individual

brand

(usage),

n=576,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,213,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

Home

Depot’s

branding

resonates

with

Gen

X

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%

39%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTheHome

Depot

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatTheHome

Depot

islikedby3%

ofBabyboomers

and

24%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

23%,

respectively.33%24%23%ForMillennials

andGen

Z,

39%

and

33%

feel

positivelytowards

TheHome

Depot,versus

39%

and

35%.

Socurrently,

forTheHome

Depot,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=777,

The

Home

Depotenthusiast,

n=1,101,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024The

Home

Depot

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TheHome

Depot

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TheHome

Depot

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%53%47%53%

ofwomen

likeTheHome

Depotcompared

to

47%

of

men,whereas

forthe

overall

industry,50%

of

women

usefurnitureonlineshopscompared

to

50%of

men.90%90%7%

of

TheHome

Depot

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

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=777,

TheHome

Depotenthusiast,

n=1,101,

furniture

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

The

Home

Depot

enthusiasts,

37%

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.5%7%Single37%35%11%14%CoupleSingleparentNuclear37%

ofTheHome

Depot

enthusiastsarefrom

high-income

households.TheHome

Depot’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

36%

ofTheHome

Depot

enthusiastshavethiscurrent

living

situation.9%8%36%34%33%31%34%Multi-generational10%8%25%25%29%ExtendedOther3%4%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=777,

The

Home

Depotenthusiast,

n=1,101,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

innovationBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andinnovation.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%TheHome

Depot

users

alsoappreciatethese

key

attributes,indicatingTheHome

Depot

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatTheHome

Depotenthusiastsare

least

focused

on

areboldness

and

thrill/excitement.ReliabilityExclusivityTheHome

Depot

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.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=576,

The

Home

Depotusers’,n=777,

The

Home

Depotenthusiast,

n=1,101,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

The

Home

Depot

fans,

37%

state

that

they

get

excited

about

furnitureonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?42%40%37%33%31%29%27%26%25%24%12%

12%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=777,

The

Home

Depotenthusiast,

n=1,101,

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.1184%

of

The

Home

Depot

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinMexico

is63%.

Awareness

ofTheHome

Depot,

however,

is

at97%.Awareness64%

ofMexican

furnitureonline

shopusers

saytheylikeTheHome

Depot,compared

to

anindustryaverage

brand

popularity

of42%.47%

ofindustryusers

inMexico

saythey

useTheHome

Depot,with

theaverage

usageof

abrand

at25%.BuzzPopularity84%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.TheHome

Depot

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of60%compared

to

37%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Furniture

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,213,

respondents

who

know

the

individual

brand

(popularity),

n=1,213,respondents

who

know

the

individual

brand

(usage),

n=576,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,213,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

Home

Depot

ranksfirst

in

awareness

within

the

furniture

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTheHome

DepotRank#

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.3%1WalmartTheHomeDepotAmazon97%97%97%94%86%77%73%58%58%41%234sam's

clubDormimundoDICO5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Vianney8IKEAOutofallrespondents,

97%

were

aware

of

TheHomeDepot.

Thisranksthemfirst

compared

toother

brandssurveyed

inthismarket.9Zara

HomeLuuna97%AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

The

Home

Depot

is

64%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTheHome

DepotRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon67%64%59%50%50%40%39%38%37%36%2TheHomeDepotWalmart336%4IKEAOutofconsumers

who

knew

thebrand,

64%

saidtheyliked

TheHome

Depot.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.5sam's

clubLuuna664%7Zara

HomeDEPOT89VianneyPopularityN/A10Dormimundo14

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,213,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

Home

Depot

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTheHome

DepotRank#

BrandUsage

%54%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Amazon2Walmart51%3TheHomeDepotsam's

clubIKEA47%Outofconsumers

who

knew

thebrand,

47%

saidtheyused

TheHome

Depot.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.434%47%524%53%6Vianney22%7DEPOT22%8Zara

HomeDormimundoLuuna21%918%UsageN/A1016%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,213,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

The

Home

Depot

is

first

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofThe

Home

Depot’sconsumersRank#

BrandLoyalty

%84%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.1TheHomeDepot16%2Amazon84%3WalmartVianney82%480%5Zara

HomeIKEA78%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7DICO76%8sam's

clubDormimundoGAIA

Design75%84%971%Outofrespondents

whohaveused

TheHome

Depot,84%

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=576,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

Home

Depot

has

a

score

of

60%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofThe

Home

DepotRank#

BrandBuzz%73%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AmazonWalmartTheHomeDepotsam's

clubLuuna260%360%Outofconsumers

who

knew

thebrand,

60%

saidtheyhadheardaboutTheHome

Depot

inthemedia.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.40%452%543%6DormimundoDICO40%60%735%8IKEA33%9DEPOT28%BuzzN/A10Vianney28%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,213,

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

andunlocknewgrowt