Survey- Mattress buyers will pay more for certified polyurethane foam
ROCHESTER HILLS, Mich. – Mattress buyers say they are more likely to purchase a mattress that contains a CertiPur-US-certified flexible polyurethane foam, a survey reveals.
The research, conducted through an independent SurveyGizmo consumer panel for the CertiPur-US program, found that nine out of 10 recent or upcoming mattress buyers said they were more likely to purchase a mattress that contains CertiPur-US-certified flexible polyurethane foam.
More than 90% of those surveyed said they were willing to pay more to ensure the foam was certified. Forty-six percent said they were willing to pay $50 or more, and 30% would pay more than $75 extra.
“It’s clear that consumers feel that a quality mattress is a key to a good night’s sleep, but this survey also shows they value certified foam and are willing to pay more for it,” said Michael Crowell, executive director of the CertiPur-US program.
The online survey respondents, randomly selected from a SurveyGizmo consumer panel, were limited to those who had purchased a mattress within the past 12 months or were planning to purchase in the next 12 months. Among the survey’s goals were to gauge buyers’ receptivity to the concept of certified foam for those not aware of it and discover their propensity to purchase a mattress containing certified foam.
The survey found that an uncomfortable mattress was the second most-cited answer when respondents were asked what was the biggest factor on nights when they had trouble sleeping. Temperature — being too hot or too cold — was the No. 1 reason. Aches and pains, general life stress, and screen time also ranked high. Only 4% said they usually didn’t have trouble sleeping.
Nearly all respondents (99%) said the quality of their mattress was important to getting a good night’s sleep, with 84% of those saying it was very important.
When asked to rank what mattered most when deciding to purchase a mattress, comfort was the top answer, followed by price. “Materials the mattress is made of” ranked third, followed by warranty, brand name, the appearance of mattress, customer/user reviews, made without chemicals of concern, return policy and delivery speed, in that order.
More than half of recent and future mattress buyers (55%) considered themselves very knowledgeable or knowledgeable about mattress materials. Forty-five percent admitted they were not knowledgeable.
The top three places, in order, cited by respondents about where they learn about mattress materials were: manufacturer or retailer websites; health/consumer/home websites; and tied for third, information on mattresses/labels at the point of purchase and past experience.
For those respondents who had purchased a mattress online in the past year, top answers were department store website (31%), a site that sells only mattresses (22%), and Amazon (19%). For those purchasing in a store, top answers were mattress specialty store (43%), department store (21%), furniture store (15%) and big box store (15%).
Ninety-five percent of respondents agree it was important or very important for the salesperson they were working with to be knowledgeable about the foam in the mattress.
Nearly all (96%) of the recent mattress buyers surveyed said they were very satisfied or satisfied with their mattress.
More respondents (41%) said they were aware of CertiPur-US certification, far outpacing other certification program options presented.
At the conclusion of the survey and after reading a short description of the CertiPur-US program, mattress shoppers’ receptivity about foam certification increased significantly, with 88% saying it would be important or very important to purchase a mattress containing CertiPur-US certified foam.
CertiPur-US is a certification program for flexible polyurethane foam used in bedding and upholstered furniture that is administered by a nonprofit organization. Certified foams meet CertiPur-US standards for content, emissions, and durability, and are analyzed by independent, accredited laboratories.
The survey can be downloaded at www.certipur.us/survey.
....from Furniture Today
- Hog Furniture