Nine in Ten Prefer to Buy Furniture that Is Made in the USA

American-Made Furniture Seen as High Quality Quality Is One of the Most Important Factors in Purchase Decision

Wednesday, March 21, 2012

New York, NY – A majority of U.S. adults (51%) believes that it is especially important to “buy American” these days, according to a new survey of 1,000 adults conducted by Ipsos Public Affairs on behalf of House Beautiful. Likewise, nearly half (46%) feel proud when they purchase American-made goods.

Seven in ten (70%) report that when making decisions about purchasing furniture, it is important that the products be made in the USA, and a similar proportion, (68%) feel this way when buying appliances. Roughly six in ten say that it is important to buy American when shopping for automobiles (63%), apparel (60%), and electronics (56%).

American Made Furniture

When it comes specifically to furniture, respondents nearly universally agree (96%) that buying American-made furniture supports an important industry in our country. Nine in ten (91%) also agree that when given a choice, they prefer furniture that’s made in the USA. Additionally, nearly three in five (57%) say that they would go out of their way to buy furniture made in the USA.

Respondents place a good deal of value on quality, as 88% believe that quality furniture is worth a premium price. Perhaps this is because they want to make a good long-term investment, as 66% agree that they want furniture that will last so they can give it to their children.

In fact, quality, along with price and value, rank as the most important factors when purchasing a piece of furniture for their homes. Respondents are equally likely to rank quality (28%) and price/value (28%) as the top factor they consider to be important. Fewer select style (13%), being made in the USA (12%), durability (9%) or craftsmanship (9%) as the most important factor when buying a piece of furniture.

Home Decorating in America

Three in five adults (57%) say that they are proud of their home, and many feel that their home is a reflection of their personality (46%) and values (38%). As such, how they decorate their home is also a reflection of themselves.

Eight in ten (82%) agree that buying furniture and decorative pieces is a satisfying way to improve their home, particularly women (89% vs. 75% of men) and those under 35 (87% vs. 79% of those 55 and over). Painting is another way to change the look of one’s home, with 69% agreeing that painting rooms in their houses is an easy and fun way to make big design statements.

When it comes to decorating, adults are most likely to say that they draw inspiration from magazines (50%), followed by TV (44%), homes of friends (41%), and furniture stores (37%). Less than a third say that they get decorating inspiration from catalogues (31%), websites (29%), books (17%) or from some other source (12%).

The “Saying It vs. Doing It” Disconnect

Though many place importance on buying American products in these categories, less than half report that their last purchase in each of them was made in the USA. Respondents are most likely to report that the last car they purchased was made in the USA (49%), followed by furniture (43%), appliances (41%), apparel (33%) and electronics (20%). Roughly a third couldn’t recall if their last purchase in each of these categories was made in the USA, save automobiles, for which just 13% weren’t sure.

Buying American Helping the Economy

In general, adults see a variety of benefits from buying American, including nearly three quarters (72%) who believe that buying products made in the USA is a great way to rebuild our economy. However, just three in ten (29%) say that they use their buying power to create American jobs, suggesting that many do not see the connection between buying American and job creation.

These are some of the findings of an Ipsos poll conducted February 24-27, 2012. For the survey, a national sample of 1,000 adults aged 18 and older from Ipsos’ U.S. online panel were interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the U.S. adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size, the results are considered accurate within ±3.1 percentage points when it comes to the entire sample 19 times out of 20, of what they would have been had the entire population of adults aged 18 and older in the United States had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information please contact:
Rebecca Sizelove
Senior Research Manager
Ipsos Public Affairs
New York, NY

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. In the U.S., UK and internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals, and the Hispanic polling partner of Telemundo Communications Group, a division of NBC Universal providing Spanish-language content to U.S. Hispanics and audiences around the world.

Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

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About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,363 billion (1.897 billion USD) in 2011.

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Nine in Ten Prefer to Buy Furniture that Is Made in the USA

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Elen Alexov
Director, Marketing Services,
North America