What is it that consumers are looking for when building, buying, or remodeling a home? Better Homes and Gardens magazine asked their reader-panelists to weigh in … and 2,342 of them did so.
In a speech at the NAHB International Builders Show, Eliot Nusbaum, Better Homes and Gardens executive editor, Home Design, presented the results of the Next Home Survey along with reported trends from a nationwide network of field editors, the magazine’s Home Improvement Challenge and editorial coverage.
The survey of nationwide potential new home buyers and existing home owners planning improvements in the next few months found top priorities to include price, energy efficiency, organization, and comfort.
“Not surprisingly, we continue to see a ‘cents and sensibility’ approach when it comes to buying or improving a home, with practicality and price being top priorities,” says Nusbaum. “Today’s homeowner is also looking for a home that fits the entire family – from a multi-tasking home office, to expanding storage space needs, to a living room that can adapt to advancements in home entertainment and technology.”
Consumers seek smaller, more energy-efficient homes
- Continuing the “downsizing” trend, more consumers (36 percent in 2009; 32 percent in 2008) expect their next home to be “somewhat smaller” or “much smaller.”
- A greener home will be a priority, with 87 percent planning to have high-efficiency heating/cooling in their next home and 86 percent planning to have high-efficiency appliances; 24.9 percent will have geothermal heating and cooling.
- When asked how today’s housing market and economic turmoil have impacted priorities for their next home, 76 percent said energy-efficient heating and cooling systems will be “more important,” and for 70 percent ENERGY STAR appliances will be “more important.”
- Almost half (48 percent) say green building practices/materials will be “more important” when purchasing their next home.
Consumers want an organized, multi-tasking home with no wasted space
- A home office is a priority as 59 percent of consumers plan to have one in the home. Of those, only 28 percent want a separate dedicated home office space (compared to 64 percent in 2008), with one-third (33 percent) now wanting a more multi-purposed space, such as combined office/computer/ hobby/craft/art room.
- A well-organized home is key, with 66 percent of respondents listing “no-space-wasted” design and 62 percent listing ample storage space as attributes that will take on more importance.
- Also on the ‘wish list’ for the next home is: a separate laundry room (85 percent); an outdoor grilling and living area (68 percent); a kitchen with eating area (67 percent); and an extra bedroom with bath (65 percent).
- America’s love affair with the large garage continues to flourish with 37 percent now wanting a three-car or larger garage compared to 29 percent in 2008.
Consumers desire a family-friendly home
- Nearly two-thirds (62 percent) consider a comfortable family gathering space to be top priority in the next home.
- Of lesser interest this year is a kitchen, family and everyday eating area combined in one space (49 percent vs. 56 percent in 2008) replaced by significantly greater interest in a family room partially separated from the kitchen (42 percent vs. 27 percent in 2008).
- There is also an increased desire (51 percent vs. 44 percent in 2008) for a wall-mounted flat screen TV in the main family living area and for networked computers/home entertainment center (48 percent vs. 43 percent in 2008).
From those consumers planning home improvements
“With the economy still a major concern, right now it’s more about the ‘got to’ improvements than the ‘want to’ improvements,” says Nusbaum. “The focus is now on low-cost improvements that will pack a big punch.”
- With only 16 percent feeling “now is the right time to spend” on home improvements vs. 38 percent saying “now is not the right time to spend,” 52 percent are focusing their efforts on needed repairs and maintenance.
- Three-quarters (76 percent) say the economy has had an impact on their home-improvement plans, with half (50 percent) having changed their home-improvement plans during the last year.
- Smaller projects prove to be the most popular, such as painting a room (54 percent), replacing/adding flooring or carpeting (38 percent), decorating/redecorating a room (35 percent), and landscaping the yard (30 percent).
- Energy efficiency is also a focus of future home projects, with respondents placing importance on installation of ENERGY STAR windows/doors (34 percent), high-efficiency heating/cooling (31 percent) and Energy Star appliances (31 percent).
Information provided by Better Homes and Gardens
Better Homes and Gardens is America’s leading lifestyle magazine for women who have a passion for the home and the life they create there. With a circulation of 7.6 million and a readership of nearly 40 million, Better Homes and Gardens (BHG) delivers smart, approachable editorial on design and individual style, decorating and gardening, food and entertaining, and personal and family well-being.
About the Study
The online survey fielded November 9-16, 2009, among BHG reader panelists who plan to purchase a home or do a major home improvement/decorating project in the next 12 months. A total of 2,342 completed the survey for a margin of error of +/- 2 percentage points. The Meredith Consumer Panel consists of nearly 200,000 women who share a passion for home and family; they have become part of Better Homes and Gardens brand family by taking part in research, marketing, and other activities.