Market research firm YouGov has released a new report on what factors U.S. consumers consider when making large household appliance purchases. Findings suggest Americans may agree that price matters when buying a major appliance, but generations differ significantly in what gives them confidence to make a purchase. YouGov finds that older generations value continued serve and support for their purchases, while younger shoppers pay more attention to aesthetics.
Key findings from the report:
- Price is the top priority across every generation, with more than eight in ten Americans saying it is important when purchasing a major appliance.
- Brand importance rises sharply with age: 57% of Baby Boomers and 58% of the Silent Generation say brand matters, compared with 42% of Gen Z.
- Younger consumers are more likely to rely on reviews, with 49% of Gen Z and Millennials saying consumer reviews are important versus 40% of the Silent Generation.
- Older Americans place much greater value on retailer service and support. One-third (34%) of the Silent Generation say delivery, advice, and service are important, compared with just 16% of Gen Z.
- Younger shoppers are somewhat more likely to factor style and design into appliance purchases, with roughly one-third of Gen Z and Millennials saying aesthetics matter.
The report was conducted by researching YouGov Profiles, which are based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Click here to view the full report.
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