CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

B&Q

in

the

United

KingdomConsumer

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

B&Q’s

performance

intheDIY&garden

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202491%

of

B&Q

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??B&Q’s

brandingresonates

more

with

Gen

X?B&Qgenerally

appealstowomen

more

than

men?B&Qranksfirst

inawareness

within

the

DIY

&gardenonlineshop

market?Thepopularity

ratingof

B&Qis65%?B&Qranksfirst

inusage?Among

B&Qenthusiasts,36%

fallunderthe

high-income

category?Consumers

want

theirDIY&gardenonline

shopbrandstohavereliability,

honesty

/trustworthiness,andfriendliness?Interms

of

loyalty,B&Qis

second

intheUnitedKingdom?B&Qhasascore

of36%

formedia

buzz3Sources:

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

B&Q

at

93%Brand

profile:

snapshotBrand

performance

of

B&Q

intheUnitedKingdom93%91%65%47%36%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,156,

respondents

who

know

the

individual

brand

(popularity),

n=1,156,respondents

who

know

the

individual

brand

(usage),

n=544,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,156,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%34%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeB&Qbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatB&Qislikedby13%

of

Babyboomers

and

34%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is11%

and29%,

respectively.29%26%19%ForMillennials

andGen

Z,

34%

and

19%

feel

positivelytowards

B&Q,versus

35%

and26%.

So

currently,

forB&Q,Gen

Xconnects

most

with

theirbrandcomparedtothe

overall

industryuser.13%11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=751,

B&Qenthusiast,

n=1,018,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

B&Qshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

B&Qhasasimilarproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%9%49%51%54%

ofwomen

likeB&Qcompared

to46%

ofmen,

whereas

for

the

overallindustry,51%

of

men

useDIY&gardenonlineshopscompared

to

49%

ofwomen.54%89%89%8%

of

B&Qenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=751,B&Qenthusiast,

n=1,018,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

B&Q

enthusiasts,

36%

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.16%16%Single36%36%24%23%CoupleSingleparentNuclear36%

ofB&Q

enthusiastsarefrom

high-income

households.B&Q’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

acouplehousehold,

24%

ofB&Q

enthusiastshavethiscurrent

livingsituation.10%10%29%30%35%35%29%Multi-generational2%2%15%16%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

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=751,

B&Qenthusiast,

n=1,018,DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

reliability,honesty

/

trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%B&Qusers

alsoappreciate

these

keyattributes,indicating

B&Qexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatB&Qenthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityB&Qshould

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=544,

B&Qusers’,n=751,

B&Qenthusiast,

n=1,018,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

B&Q

fans,

21%

state

that

they

get

excited

about

DIY

&

garden

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?36%35%22%22%21%21%21%20%20%20%19%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=751,

B&Qenthusiast,

n=1,018,

DIY&gardenonline

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.1191%

of

B&Q

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinthe

United

Kingdomis52%.

Awareness

ofB&Q,

however,

isat93%.Awareness65%

ofUK

DIY&garden

online

shopusers

saytheylikeB&Q,compared

toanindustryaverage

brandpopularity

of28%.47%

ofindustryusers

intheUnitedKingdomsaytheyuseB&Q,with

the

average

usageofabrandat20%.BuzzPopularity91%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.B&Qhasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of36%

compared

to15%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:DIY&gardenonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,156,

respondents

who

know

the

individual

brand

(popularity),

n=1,156,respondents

who

know

the

individual

brand

(usage),

n=544,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,156,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

ranksfirst

in

awareness

within

the

DIY

&

garden

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofB&QRank#

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.7%1B&Q93%88%87%85%83%83%75%74%66%34%2wilko3HomeBargainsWickes45TheRangeScrewfixTEMUUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678ToolstationJewsonOutofallrespondents,

93%

were

aware

of

B&Q.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.93%9AwarenessN/A10Selco13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

B&Q

is

65%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofB&QRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1B&Q65%51%47%40%35%35%29%26%24%23%2HomeBargainsTheRangeScrewfix335%4Outofconsumers

who

knew

thebrand,

65%

saidtheyliked

B&Q.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.5wilko6Wickes65%7TEMU8PrimroseSuttons9PopularityN/A10Thompson&Morgan14

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,156,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

ranksfirst

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofB&QRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1B&Q2HomeBargainsTheRangeScrewfixTEMU38%331%Outofconsumers

who

knew

thebrand,

47%

saidtheyused

B&Q.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.428%47%524%53%6wilko22%7PrimroseWickes22%821%9ITS20%UsageN/A10Thompson&Morgan16%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,156,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

B&Q

is

second

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofB&Q’sconsumersRank#

BrandLoyalty

%92%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.9%1YouGarden2B&Q91%3HomeBargainsScrewfix85%483%5TheRange83%6Thompson&MorganToolstationWickes83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.783%882%91%N/A9TEMU82%Outofrespondents

whohaveused

B&Q,91%

saidthey

would

usethebrand

again.Loyalty10TLCElectrical

Supplies81%16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=544,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024B&Q

has

a

score

of

36%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofB&QRank#

BrandBuzz%36%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1B&Q2TEMU29%3ITS25%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyhadheardaboutB&Q

inthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.4ScrewfixHomeBargainsPrimroseWickes20%519%618%64%717%8TheRangeBrewersSelco16%916%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,156,

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.?

Identifyandund