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Gardeners Before April brings on the showers for the May flowers, Americans first prepare to garden and March marks the beginning of the gardening season. This year, gardening may be blooming larger than ever! According to Experian Simmons sister company PriceGrabber.com, American consumers are stocking up on gardening accessories. Between January 1 and February 16, 2009, consumer visits to the gardening and nursery section of PriceGrabber.com increased by 40% and merchant referrals* increased by 9% as compared to last year s activities. A closer look into this category shows that lawn equipment and accessory products had a 97% increase in visits with a 60% increase in merchant referrals. Gardening tools and accessory products had a 24% visit increase. So who are these gardeners? The following is from the Experian Simmons National Consumer Study, National Hispanic Consumer Study and the Simmons GreenAware segmentation. * Merchant referral: a click from PriceGrabber.com online price comparison website to the merchant s site to enter the credit card number to purchase the product. Source: Experian Simmons National Consumer Study/National Hispanic Consumer Study Summer 2008 Full Year
Green thumb = Green-consciousness? The Simmons GreenAware Segmentation is a targeting system that profiles consumers into one of the four segments defined below. Sixty-four percent of gardeners are either a Behavioral or Think green consumer type; which means that gardeners are generally conscious about their environment. Simmons GreenAware Consumer Segments Behavioral Greens think and act green. They incorporate green practices on a regular basis and have negative attitudes towards products that pollute. Think Greens think green, but don t necessarily act green. Potential Greens neither behave nor think along particularly environmentally-conscious lines and remain on the fence about key green issues. True Browns are not environmentally-conscious, and many in fact have negative attitudes about environmental issues. 9% 27% 38% 26% Behavioral Greens Think Greens Potential Greens True Browns
Home Type = Recycling Tendency 120 Gardeners who reside in a single-family home are more likely to recycle than other gardeners-- particularly mobile home residents. This may be due to the gardener s preferences and his/her town s recycling program. 100 80 60 40 20 96 104 33 85 63 89 64 93 55 92 102 74 0 Glass beverage containers Newspapers Paper boxes/other paper Plastic beverage containers Metal beverage containers Condo/Co-Op/Apartment House Mobile home
When they can t garden, what do gardeners do? In most of the country, gardening is not a year-round activity. The next few slides show the other activities gardeners are likely to be involved with.
Gardeners are active in many types of organizations. Gardeners are club joiners, and the top five clubs of male and female gardeners are very different. Interestingly, none of their top five organizations are solely focused on gardening. Male Gardeners Belong to: Female Gardeners Belong to: Veterans Organizations (V.F.W., American Legion) Fraternal Organizations (Elks, Mason) A body of local government 182 156 129 PTA/Parents Association School or College Board Art Associations (Museum, Symphony, Opera, Dance) 133 125 117 Civic Clubs (Kiwanis, Lions, Rotary) 123 Church/Temple/Synagogue 108 Country Club 122 Environmentalist Organization 108
They Watch TV Cable TV Networks Condo/Co- Op/Apt BBC America Bravo Superstation WGN MTV (Music Television) Spike 190 182 179 173 166 Cable TV Network Mobile Home CTM (Country Music Television Discovery Health Channel Lifetime Movie Network TV Land TRU TV 256 219 205 183 172 Cable TV Network House FSN Discovery Home DIY (Do-It-Yourself) Style Military Channel 105 104 102 Gardeners who reside in a condo/coop/apartment or mobile home are heavy cable TV network viewers.
Magazine Readers Top 5 Magazines of Male Gardeners Motor Trend Car and Driver Popular Mechanics Road & Track Golf Digest Top 5 Magazines of Female Gardeners Woman s Day First for Women Self More Redbook 207 205 204 203 200 160 159 159 159 158 The top five magazines male and female gardeners viewed/read in the last six months are very different but share a commonality in that both male and female gardeners appear to have wide-ranging interests. Male gardeners, for example, enjoy automotive and golf magazines while female gardeners lean towards the traditional women magazines.
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