Furniture Shopping in Focus

In December 2025, the Im Fokus survey, conducted in cooperation with m.core/WU Vienna, focused on furniture shopping. A total of 320 people participated in the survey, 50.9% female and 49.1% male, with an average age of 42.91 years. The goal of the survey was to understand what is most important to consumers when buying new furniture, how they experience furniture shopping, and what experiences they have had with online and second-hand purchases.

What is most important when buying new furniture?

A key part of the survey asked participants which criteria are decisive when purchasing new furniture. Multiple answers were possible. The most frequently mentioned were high quality, a reasonable price, and delivery. Other important aspects for many respondents included fast availability, a wide selection, the ability to test furniture on-site, assembly services, detailed advice, and the evaluation of other customers.

Furniture shopping: Fun or necessary evil?

In addition to purchase criteria, the survey also examined attitudes toward furniture shopping itself. Results show clear gender differences. Female participants reported significantly more often that they enjoy furniture shopping, while male participants tended to see it as a necessary evil. These differences were statistically significant (p < .001).

Buying furniture online: Yes or no?

Another focus was online furniture shopping. A majority of respondents had already purchased furniture online (211 people), while 109 had not. In open responses, participants cited their main reasons:

Those who had bought furniture online mostly mentioned practical and organizational reasons. Convenient purchasing from home, price, and availability were key factors.

Those who had not purchased furniture online cited reasons related to the lack of a physical experience, such as wanting to touch the furniture before buying. Personal consultation and immediate pickup were also mentioned.

Second-hand furniture as an alternative

The purchase of second-hand furniture was also addressed. 176 respondents had previously purchased second-hand furniture, while 144 had not.

Participants who had bought second-hand furniture cited mainly economic and resource-related reasons. Lower price compared to new furniture, good condition, uniqueness, and sustainability were the main factors.

Participants who had not purchased second-hand furniture mostly mentioned concerns about the condition of the furniture. The most common reason was the desire for something new, followed by reasons such as no opportunity or no need.

Conclusion

The results show that online furniture shopping is particularly attractive when convenience, selection, and organizational advantages are important. At the same time, stationary retail remains important for many consumers, especially when personal advice and testing furniture before purchase are decisive. Furniture shopping clearly operates in the tension between digital advantages and the need for direct product experience. Buying second-hand furniture is also popular and offers a sustainable alternative.

You can find the full report (in German) here!

published: 29.12.2025