Online Gardening Search Activities and Purchases

Abstract

Consumers have readily adopted personal computers and Internet technology with many seeking information and/or make purchases online. However, the extent to which horticultural consumers seek information and make purchases online is not well documented. A survey of 1588 consumers, representative of the United States on average, was conducted in 2004 to provide baseline information about online gardening search and purchase activities. Nearly 28% searched for gardening information at least once; of those, more than 50% of the participants searched for information at least weekly. There were differences in gardening-related searches by age and marital status, but not by region of residence, income, or gender. Nearly 50% of the study respondents made an online purchase in the year prior to the survey but only 7.4% made a gardening related purchase online. Over 50% had made a gardening-related purchase in-person. The same respondents who made in-person purchases were the individuals who made the online gardening purchases, so the Internet provided a supplemental shopping venue. There were demographic differences between those who made online gardening purchases and solely in-person gardening purchases. More males, younger and slightly less affluent participants were more likely to make online purchases than solely in-person purchases for gardening products, supplies, and services while more females who were slightly older and more affluent were more likely to make in-person gardening-related purchases.