ALA Releases Consumer Research Results

Last year, ALA conducted a consumer research study with the goal of better understanding how consumers think about, shop for and buy lighting. The research was conducted by the ALA BiNational Advertising and PR Program in partnership with Home Accents Today and Progressive Business Media.

Specifically, the survey covered the following topics:

• The importance of lighting when designing a space
• How buyers view lighting as a utility or design
• The lighting shopping and buying process, including where consumers find ideas and inspiration
• How long buyers plan to keep lighting fixtures
• Which product attributes are the most important to buyers
• Details of who shops lighting showrooms and why

The survey yielded an end sample of 1,014, with a margin of error of +/- 3 percent. All respondents were homeowners with a household income of $75,000 or greater and had either bought, built or remodeled within the past year or planned to do so in the coming year.

To view a summary of survey results, turn to Page 2. All survey results are available at americanlightingassoc.com/Members/Resources/Consumer-Research.aspx. Also, join ALA for a free live webinar covering the survey results March 30, titled How Consumers Shop for Lighting.