Kitchen & Bath Design News

MAR 2013

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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Page 12 of 61

Consumer Buying Trends { Demographics & buying patterns for the home } �� A CYGNUS BUSINESS MEDIA PUBLICATION SALES OFFICES NATIIONAL SALES MANAGER Michael Mandozzi 3030 W. Salt Creek Lane Arlington Heights, IL 60005 Phone: 847-454-2715 Email: Survey Underlines Importance of Comfort, E���ciency in Home Las Vegas ��� Consumers apparently see now as a good time to buy or build a home, with comfort and e���ciency topping the list of qualities that prospective homeowners are most seeking. That���s the key pnding of a major research study, conducted by Better Homes and Gardens, that identipes consumer home preferences, priority spaces and items, and home improvement spending patterns. The study, whose results were released at the International ITEMS BEING Builders��� Show which was held PLANNED FOR A here in January, was conducted late in 2012 among some 2,000 BHG readers who identified themselves as either prospective home buyers or home remodeling prospects. According to the study���s pndings, a signipcantly greater percentage of BHG readers in 2012 agree that now is a good time to buy or build a new home (59% vs. 48% in 2012). Similarly, the percentage who does not anticipate purchasing a new home at some point in the future has also decreased signipcantly vs. 2011 ��� from 51% to 43%. Signipcantly fewer BHG readers in 2012 (compared to 2011) said now is a bad time to list ITEMS BEING their home (26% vs. 30%), yet an increasingly greater percentage PLANNED FOR A pnd the down payment (21% vs. 18%) and a���ording what they like Source: Better Homes & Gardens (18% vs. 15%) as obstacles to buying or building a home. ���When we look at all the aspects of home that are rising in consumer priority, we see e���ciency and comfort as leading themes on multiple levels,��� said Jill Waage, editorial director for home content for BHG. Waage identiped three trends, as compared to 2011, that depne the new era of home buyer: Priority placed on a home���s neighborhood (55% vs. 48%), energy-saving appliances (72% vs. 61%), and large/spacious rooms (40% vs. 35%) are important for enduring home value. An increased priority put on having an outdoor living/ entertaining area (39% vs. 33%), as well as having upgraded kitchen/bath pnishes and features (52% vs. 46%) indicate the ongoing value placed on time spent at home with family and friends and the life people live with others in those spaces. Rising numbers on bath upgrades (64% vs. 57%), ample storage space (56% vs. 53%), and functional home o���ces or mudrooms (32% vs. 28%) reveal that consumers are ready to think about themselves, e���ciency in the way their homes run and how homeowners can better go about their day. Painting walls/ ceiling 49% Lighting 35% New cabinetry 29% Sinks 43% Faucets 41% Appliances 38% Backsplash 55% Countertops 69% PARTIAL KITCHEN REMODEL ��� ��� Flooring 50% Painting walls/ ceiling 67% Lighting 45% Faucets 54% Sinks 51% Countertops 40% Wall/backsplash tile 33% Tub/shower 38% Towel bars/ hardware 34% PARTIAL BATH REMODEL ��� Painting cabinetry 34% New cabinetry 32% Flooring 55% EAST/SOUTHEAST Joanne Naylor 540 Lee Court Wyckoff, NJ 07481 Phone: 201/891-9170; Fax: 201/839-9161 E-mail: MIDWEST Rick Dahl 61 Huntington Court Burr Ridge, IL 60527 Phone: 800/547-7377 x6142 Fax: 708/416-0934 E-mail: WEST/SOUTHWEST Kim Carroll 7355 19th Avenue NW Seattle, WA 98117 Phone: 206/781-0714; Fax: 206/473-0724 E-mail: PRODUCT & LITERATURE SHOWCASE/CLASSIFIED ADS Nancy Campoli 558 Prospect Avenue River Vale, NJ 07675 Phone: 800/547-7377 x6127 E-mail: EDITORIAL OFFICES 3 Huntington Quadrangle, Suite 301N Melville, NY 11747 Janice Anne Costa, Editor Tel: 631/963-6233 E-mail: Anita Shaw, Managing Editor Tel: 631/963-6209 E-mail: Kimberly Berndtson, Senior Editor Tel: 920/563-1722 E-mail: CORPORATE HEADQUARTERS 1233 Janesville Ave. Fort Atkinson, WI 53538 Phone: 631/845-2700; Fax: 631/845-2741 PUBLISHING HEADQUARTERS Among those planning a home improvement project in the next 12 months, 30% highly agree that ���now is the right time to spend��� on home improvements ��� nearly double the number that agreed with that statement in 2009 (16%). Consumers��� determination to squeeze the most value out of every dollar they spend also appears to be easing up slightly in 2012, Waage said. When it comes to home improvement projects, readers are currently doing/planning a number of projects, including painting rooms (other than kitchen/bath) (48%), replacing/ adding qooring (other than kitchen/bath) (37%), decorating/ redecorating room(s) with furniture and accessories (36%), landscaping yard (33%), changing/adding window treatments (28%), and low-maintenance landscaping (26%). For those planning a partial bath (22%) or kitchen (22%) remodel, the survey found that qooring and faucet replacements are near the top of the list for bathroom changes being planned, while countertop replacement tops the list of kitchen items being sought (see illustration above). March 2013 | 11 3030 W. Salt Creek Lane, Suite 200 Arlington Heights, IL 60005 Eliot Sefrin, Publisher Emeritus E-mail: John Huff, Group Publisher E-mail: REPRINT SERVICES For reprints and licensing please contact Nick Iademarco at Wright���s Media 877-652-5295 ext. 102 or SUBSCRIPTIONS, BACK ISSUES 1233 Janesville Avenue Fort Atkinson, WI 53538 Tel: 920/563-1761; Fax: 920/563-1704 MAILING LIST RENTAL Elizabeth Jackson Tel: 847-492-1350 ext. 18 E-mail: Web site:

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