Developing Business In The Garden Industry
New HTA Garden Industry Monitor reports on ‘Gardeners Online’ and ‘Green Gardening’
The use of the internet and the environmental attitudes of consumers, and specifically gardeners, are the subject of two new Garden Industry Monitor (GIM) Special Reports recently published by the Horticultural Trades Association (HTA).
With 76% of the adult population in Britain saying that they have access to the internet the ‘Gardeners Online’ report looks in detail at internet use amongst gardeners. The report shows that the growth in use of the internet by very keen gardeners now stands at 74% which almost matches the national average.
Eight out of ten gardeners use the internet to get information about hobbies and interests and around seven out of ten use it to get information about products and services. Over the last three years there has been a substantial increase in the role of the internet as a source of inspiration and ideas for the garden with 27% indicating that they now use the web for this purpose.
The report highlights the blurring of the channel definitions in retailing and how online and mail order shopping are merging into one. It also questions whether the worth of online sales should be the only measure of the value of retailers having a web presence and explores the internet’s role as a means of driving footfall.
‘Green Gardening’ explores the knowledge and attitudes of consumers, and in particular gardeners, towards a wide range of environmental issues. It examines the link between people’s concern for the environment and their participation in gardening activities. The horticultural sector has a vital role to play in helping the country meet its national sustainability target and an understanding of people’s perceptions of the role of gardens, and the steps they take to protect the environment is important in understanding the role of gardens and promoting best practice.
The research shows that those who participate in gardening activities are likely to be more concerned about the environment that those who do no gardening whatsoever. It also shows that the keener people are on gardening, the more likely it is that they will be undertaking activities in their garden which are deemed better for the environment.
Andrew Maxted, HTA Director of Marketing said, “It is essential to have up to date information on consumer trends in order to plan future marketing and business strategies – particularly during recessionary times and in order to prepare for an upturn. These two new GIM Special Reports on internet usage and environmental attitudes provide an invaluable insight into consumer views, and specifically the view of gardeners, on topics that are having an increasing impact on the garden industry.”
‘Gardeners Online’ and ‘Green Gardening’ are available to purchase via the HTA website www.the-hta.org.uk They are each priced at £195 plus VAT for members (£395 plus VAT for non-members) for electronic copies with an additional £25 charge for printed and bound copies.
Contacts
Gill Ormrod or Angela Bean
HTA Press Office
Tel: 0118 930 3132
Email: press.office@the-hta.org.uk
Copies of the reports are available to the media on request.
The Horticultural Trades Association (HTA) is the trade association for the UK garden industry. It is dedicated to helping develop the industry and its member businesses, including most garden centres and other garden retailers, growers, landscapers, manufacturers and service providers.
The HTA was founded in 1899. Its key roles include: provision of advice-based services such as business improvement schemes, briefings and help lines; training for members; a central buying service; marketing services such as National Garden Gift Vouchers, the Garden Industry Monitor and the PlantforLife promotion initiative; and working closely with government to influence policy and projects.
Last updated: 12/10/2009 10:03