Look online to increase sales

Since 1993 when Al Gore invented the Internet, the U.S. population has rapidly adopted Internet technology. According to the U.S. Census Bureau, a majority of households (62 percent) had personal computers in 2003 (http://www.census.gov/prod/2005pubs/p23-208.pdf).

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Approximately 89 percent of households with computers also had Internet access. There was a 15.5-percent increase in home computer ownership and a 4.3-percent increase in home Internet access from 2001 to 2003.

Increased public access to the Web has led to a plethora of information marketed online. With so many people having access to information online, horticultural businesses should at least consider adopting this new technology as one of several ways to distribute information to current and potential customers.

Searching for products online

A better understanding of online searches related to gardening could benefit retailers and others in horticultural distribution channels. Researchers at Michigan State University recently characterized online searches for garden-related products. In 2004, a survey was conducted by Knowledge Networks in which a sample representative was drawn of the U.S. population on average (± 1 percent), but over-sampled for three ethnic groups: African-Americans, Hispanics and Asians. A total of 1,588 responses were used in analyses. Respondents were asked if they searched for 14 kinds of information online and how often they searched for that kind of information in the three months prior to the study (July to September).

Comparisons were made using demographic characteristics (e.g., age, education, gender, income, martial status and race) to determine if there were differences in searching online for information. Individuals aged less than 45 years were more likely to search for classifieds (9.8 percent), computers (6.7 percent), movies (16.5 percent) and music (18.2 percent) online than individuals age 45 or older. Persons older than 45 were more likely to search for a non-gardening hobby (7 percent).

Women were more likely to conduct online searches on health (40 percent) and shopping (33.9 percent) than men. Men were more likely to conduct online searches for finances (15.1 percent), news (40.7 percent), music (15.3 percent), science (7.2 percent) and sports (32.2 percent). Married individuals were more likely to conduct online searches about gardening (7.2 percent), health (35.4 percent), maps/directions (41.3 percent), music (19.9 percent) and sports (21.5 percent).

Individuals earning more than $45,000 annually were more likely to search online for information on finances (14.4 percent), health (37.2 percent), maps (41.9 percent), news (40.3 percent) and shopping (30.6 percent). However, individuals with a yearly income of $45,000 or less were more likely to conduct online searches for classifieds (9 percent), jobs (18.4 percent) and music (16.5 percent).

Searching for gardening information

There were 432 survey respondents (27.4 percent) who searched for gardening information. These respondents were compared to others in the sample who had never searched for garden-related information.

A higher percentage of respondents aged 30-44 years had searched for gardening information (30.5 percent) compared to respondents younger than 60 (25.2 percent) and ages 18 to 29 years (22.2 percent). Married respondents were slightly more likely to have searched for gardening information (29.4 percent) compared to single respondents (25.1 percent). There was no difference in the percentage of respondents who searched for gardening information by income, region of residence or gender.

Converting seekers to buyers

Businesses with a Web site with gardening information should consider the demographics of individuals who searched for gardening information. While a majority of customers who make purchases in-person are female, there was no difference in the gender of individuals who were searching for gardening information. The gender gap doesn’t appear to be as large online for information as it is in the store for purchases. Perhaps more horticultural content should be targeted to a male audience.

A moderately high percentage of younger study participants searched for gardening information. Prior results from this study showed that younger participants aren’t making purchases to the extent that their older friends and neighbors are. We need to consider ways in which we can convert them from information-seekers to product-shoppers.

Online purchases are the subject of my next column and should be considered different than searching for information. Yet, the online information searches are an opportunity to connect with younger (potential and current) consumers. Transforming searches into purchases may be a quantum leap, but still today a fair number are tuned into what we have to say.

Web site development

Some growers have up-to-date and interesting Web sites. When was the last time you updated yours? Sites grow stale just like week-old bread or endcaps in spring.

Provide links to information where your customers, current and future, can learn about the beauty and benefits of plants. If you don’t have a Web site, what’s stopping you from this critical window of opportunity?

Many companies (and some high school students) are willing to assist businesses in Web site development and maintenance. Most will need content and links, but you should be looking at what’s online just as you should be looking at what your competition down the street is doing.

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- Bridget K. Behe