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Opportunity knocks for the garden industry and the internet, says HTA

Published: 15 October 2007
New research underlines the potential of the internet for garden retailers.
Opportunity knocks for the garden industry and the internet, says HTA
The HTA has identified opportunities for the garden industry including the scope the internet offers for the traditional retailer; the possibility of using the internet to target consumers in real-time; and the particular possibility of using the internet to attract marginal gardeners.

Research from the association found that:

  • 52% of very keen gardeners, 59% of keen gardeners and 73% of marginal gardeners now access the internet;

  • Over 60% use the internet every day;

  • Over 75% of all gardeners use the internet to send and receive email;

  • Over 70% of all gardeners search for information on hobbies;

  • Over 60% of all gardeners search for information on services;

  • 70% of very keen and marginal gardeners use the internet to buy products other than groceries online.

  • Commenting on the significance of these figures, David Gwyther, director general of the HTA said: "This research shows that those who now use the internet have almost doubled since 2001, when the HTA carried out a similar study.

    "With 20m gardeners in total, such large numbers turning to the internet, demonstrates that it is now a medium which the garden industry cannot afford to ignore."

    Estimates indicate that by 2020 online shopping will account for 40% of retail shopping, and the garden industry must act now to stay ahead of the game.

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