Hardware Market Report
User Guide
This report contains Hardware sales related information about the area of your interest or catchment. It includes
estimated annual dollar spend across hardware related categories. The report is based on what is typically found or
may be expected in a “big box” or warehouse style Hardware store. There are also a couple of extra categories that
might overlap the hardware market but are more typically considered components of other markets.
This is an optional report and should be used in conjunction with its accompanying Standard Report which contains
the fundamental demographic and spend data for the same catchment area.
Hardware Store Location Map
The map contains the central address and the outline of the catchment together with hardware and related stores from
HERE Maps’ Points of Interest dataset. Marked with the  symbol.
Personalised annotation indicating
where the original email was sent.
Geocoded address and nominal radius that
was entered by user during initialisation
Outline of whole Statistical Area Level 1(SA1)
polygons that intersect with nominal radius circle.
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Hardware Market Report
Market Hardware Report
Geocoded address and nominal
radius that was entered by user
during initialisation
Colour coding in shades of red indicate that catchment household
spend is above the corresponding household spend for the
reference area while blue indicates below. Pale colours indicate
small differences from the reference value while brighter colours
indicate significant differences
The pie chart indicates the
proportion of spend on
hardware items pertaining
to each (un-aggregated)
hardware spend category
Personalised annotation indicating where the
original email was sent.
Tabulated results indicating the annual spend and percentages for attributes in the catchment.
Spend Category - Short description of the type of spend being reported. Longer descriptions can be found below.
Selected Area
Total Spend – Aggregated annual spend for the whole catchment
Per Household –Estimated annual spend per household for the catchment
Percentage - Percentage that the category represents of the Gross Household Income for the catchment.
Reference Area – Contains estimated annual spend per household for four reference areas that can be directly
compared with the equivalent column (in bold font) for the catchment. The reference areas are those relevant to
the location of the input address:
1. ABS SA4 (Statistical Area Level 4) a convenient regional classification describing part of a state or a sector
of a metropolitan area eg "North Sydney and Hornsby" or "Latrobe and Gippsland"
2. Metro or state rural area is based on ABS GCCSA (Greater Capital City Statistical Area) boundaries eg
“Sydney” or “Rural NSW.”
3. State eg “NSW”
4. National.
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Hardware Market Report
Usage Notes
The catchment spend information for each category is shown three ways:
1) as an aggregated sum for the whole catchment,
2) as an average spend per household, and then
3) as a percentage of gross household income for the catchment.
The reference area columns contain the equivalent average household spend for their indicated area. The colour
codes represent the proportional differences between the catchment and each reference area. Colour coding in
shades of red indicate that catchment household spend is above the corresponding household spend for the reference
area while blue indicates below. Pale colours indicate small differences from the reference value while brighter colours
indicate significant differences.
In the example on the previous page it can be seen that the catchment has a slightly lower spend (per household)
than its SA4 (North Sydney and Hornsby) but higher than average for Sydney, NSW and Australia. However the
reader’s eye is drawn to the notable exceptions being highlighted by the contrasting colours. The paint sales category
seems to be significantly lower in the catchment than all the reference areas while outdoor furniture is slightly lower.
This information can be used at face value plan paint and outdoor furniture strategies. It can also be used to enhance
general insight into the demographics of the catchment and to orient further investigation and analysis.
The pie chart has been included to visually highlight the proportions of the total hardware related spend that each
individual category contributes.
The information in this report is collated by MarketMap from a variety of commercial sources. These include:
HERE Maps
Base maps, Points of Interest locations and address geocoding service
Australian Bureau of Statistics
Statistical Areas and 2011 census
Calculated Outcomes
Spend data at SA1 level
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Hardware Market Report
Descriptions of Report Attributes
Attribute Name
Gross Household Income
Core Hardware
and Home Improve Market

Furniture Outdoor

Floor Coverings

Curtains and Blinds

Hand and Power Tools

Lawn and Garden
Equipment
HH Objects and other
Durables
Tools Garden
Nondurables
Repairs Maintenance Paint
Repairs Maintenance Other Materials





Major Home
Improvement Spending
Non- Core Hardware

Camping and Outdoor
Equipment

Soaps and Household
Cleaning Supplies
MarketMap Australia
Description
Estimated annual household income aggregated for the area of interest
This category combines all of the spending on goods that are typically found or are
expected to be found in a big box hardware store
All spending on furniture that is intended to be used outside the home excluding
barbecues
Includes all floor coverings of any design make and material
All spending on all materials for all curtains and blinds excluding hardware bought
separately
Includes all hand electric powered battery powered tools from saw blades to
welders
Includes all garden implements tools devices including all lawnmowers regardless of
motor or size
Includes extension cords soap dishes hat stands light bulbs phone accessories dust
pans waste baskets coat hanger chamber pots
Includes nails screws bolts fertilisers compost weed killer trees shrubs plants
swimming pool chemicals
All expenditure on the paint material of repairing and maintaining the principal
dwelling of a household
All expenditure on all other materials needed for the repair and maintenance of the
principal dwelling of a household
All expenditure on significant changes to a dwelling structure and land including
patios major renovations and alterations in ground pool driveway insulation
remodeling rooms
These are additional spend categories that relate to hardware stores but have not
been included in the total for “Core Hardware and Home Improvement Market”
All expenditure on all camping and outdoor equipment supplies and accessories
excluding outdoor furniture but including camp seats and other items designed to
be used for camping
Includes all hand soap laundry products dishwashing products household cleaning
products bathroom toilet products furniture polish shoe polish
Hardware Market Report