We are always happy when Fluent research helps our clients generate publicity for their brands and their causes. Our study on behalf of the Better Sleep Council, the nonprofit arm of the mattress manufacturers’ association, was recently quoted by NPR.
The NPR piece highlights recent shifts in consumer attitudes towards mattress purchasing. Shopping for a new mattress has never been considered a pleasant experience. Many consumers used to regard mattress as a “grudge” purchase, in the words of Mary Helen Rogers, Vice President of the Better Sleep Council. Anxiety around mattress shopping, coupled with a common misconception that a mattress can provide adequate support for decades, had often lead consumers to sleeping on the same mattress for more than ten years or never replacing it at all.
Our research indicates that this dynamic is now changing. Millennials are more open to the idea of replacing their mattresses more frequently and expect to keep a mattress for an average of 6 years. Online shopping has removed much of the anxiety around mattress shopping. Several online mattress brands, such as Casper, make mattress selection and shopping easy and convenient for consumers.
Consumers also exhibit higher awareness of the connection between the age and quality of their mattress and the quality of their sleep. They are increasingly regarding mattress purchase as investment in their health and quality of life. Sleep, after all, has been rated by consumers as the most important factor in their overall health and wellbeing.
When was the last time you checked your mattress for comfort and support?
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