We recently shared insights about a new study from one of our research partners, The Farnsworth Group, which examined online purchasing behaviors among more than 1,000 homeowners across a variety of categories. The study indicates that more than 70 percent of homeowners are purchasing home improvement products online.

This week, we’re highlighting results for the tools and tool accessories category.

Some homeowners choose to perform home improvement projects themselves, rather than hire a professional. That’s why it’s no surprise that 43 percent of homeowners have purchased tools and tool accessories in the past year. Of these homeowners, nearly half purchased tools and tool accessories both online and in-store, while 12 percent purchased tools and tool accessories exclusively online.

Where do homeowners buy tools and tool accessories online?

Fifty percent of homeowners who purchased online did so through a home improvement store website, such as Lowe’s or Home Depot. Thirty-eight percent shopped for tools and tool accessories through an online-only retailer, like Amazon.

Manufacturer’s websites attracted only 17 percent of online shoppers. Of those who bought their tools and tool accessories through a manufacturer’s website, three out of five were provided with a link to an online retailer selling the product while 43 percent were provided information on a local store that carries the item.

Why did homeowners buy online?

The top reason homeowners chose to purchase online was to receive a better price. Others shopped online for the convenience, or to have their purchased delivered.

Using this and similar data, companies and brands can gain valuable insight into online home improvement product purchasing and homeowners’ purchasing motivations to make more strategic and calculated marketing decisions.

Next week, we’ll take a look at the kitchen cabinets and countertops category. In the meantime, feel free to contact me at kpanther@wrayward.com for more information on any aspect of this study and be sure to check out our previous entries on kitchen and laundry major appliances, fashion lighting and ceiling fans and fashion plumbing.