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Sleep well: Mattress search trends and purchasing behavior

July 2021

We all know how important a good night’s sleep is for a person’s health. In 2019 the worldwide (WW) sleep market anticipated a 35% growth by 2024, but this was all changed by the onset of the pandemic. With more people staying home, COVID-19 disrupted the marketplace and we actually saw a nearly +80% year over year (YoY) growth in mattress searches as a result. Microsoft conducted an internal study, focusing on users of Microsoft Advertising searching for mattresses. Search played an integral role in the purchase journey for customers, with activity steadily increasing as time went on. We found that the purchase cycle is longer than other products, with 46% of shoppers taking more than 30 days to complete their journey. We also found that health is top of mind when buying new mattresses, with 68% of mattress shoppers visiting health-related domains prior to purchasing. To learn about specific query trends that are popular for this audience, or find out which health conditions often lead to mattress shopping, download the full insights attached.

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