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PALO ALTO, CA — Showers are the most common splurge for consumers who are undergoing master bath- room renovations, while demand for high-tech features is also on the rise. That's the key conclusion of the recently released 2017 U.S. Houzz Bathroom Trends Study, a survey of more than 1,200 U.S. homeowners using Houzz, the Palo Alto, CA- based online platform for home remodeling and design. The online poll, fielded between June and August of 2017, surveyed Houzz users who are in the midst of, are planning, or recently completed a master bathroom project. According to Houzz, 81% of the survey participants are upgrading their master bathroom's shower, with 55% increasing the shower's size. The demand for features such as mood lighting and digital controls is also on the rise in master bathrooms, Houzz researchers said. "This year's Bathroom Trends Study sheds light on two key trends in master bathrooms: showers as a focal point and the growing role of high-tech features in bathroom prod- ucts," said Nino Sitchinava, principal economist at Houzz. According to Houzz, more than a quarter (27%) of the surveyed homeowners remove their bathtub during master bathroom renovations to make room for a larger shower. "Statement" showers are not only bigger in master bathrooms, but also include high-end features for roughly three in four homeowners (73%), such as rainfall showerheads (55%), dual showers (24%), curb-less showers (21%) and body sprays (18%). "Additionally," said Sitchinava, "it is clear that today's master bathroom renovations are marked by timeless and durable elements, from natural stone finishes to curbless shower entries, a benefit of having older generations in the driver's seat." Among the other key findings of the Houzz survey were the following: • The national average for a major remodel of larger master bathrooms (over 100 sq. ft.) is $21,000, although budgets vary widely across the country. In the San Francisco metro area, the most expensive of the top 20 U.S. metro areas, the average rises to $34,100, whereas in Miami, the least exp ensive metro area, the average declines to $16,900. • The scope of master bathroom remodels also varies by age, with baby boomers (age 55+) spending on average $22,800 for a major remodel of a larger bathroom, nearly twice as much as millennial homeowners (under age 35). Baby boomers are significantly more likely to integrate accessibility features in new master showers (73%), toi- lets (72%) and bathtubs (40%). • Generational differences also include color preference. For example, white countertops and cabinets, and gray flooring and walls are significantly more likely to appear in millennial homeowners' renovated master bathrooms than in those of baby boomers. Meanwhile, baby boom- ers are more likely to opt for medium wood tone cabi- nets, while Gen Xers (ages 35-54) prefer dark wood tones. • Even more homeowners admit to using mobile devices in their bathrooms at least once per week, compared to last year (64% in 2017 versus 58% in 2016). Top activities in- clude emailing (40%), texting (32%), talking on the phone (27%) and utilizing social media (26%). Social media use in the bathroom more than doubles for millennials. • Homeowners are upgrading to high-tech toilets (29% in 2017 compared to 24% in 2016). • Beyond showers, other features where consumers tend to splurge include cabinets and vanities (40%), countertops (35%) and faucets (35%). • Nine in 10 renovating homeowners change the style of their master bathroom during upgrades. The most popu- lar styles include contemporary (25%), transitional (17%) and modern (15%). • Considering the scope of master bathroom renovations, 86% of renovating homeowners hire a home professional for their master bathroom renovation, with the majority bringing in a general contractor or bathroom remodeler to help with overall project management (52% and 19%, respectively). ▪ Survey Spotlights Master Bath Trends Showers are making a statement in the master bath, and often incorporate different types of showerheads and digital operating systems, as well as curb-less design seen in this bath design by Abbie Greene of Kitchen & Bath Studio, in Port Townsend, WA. Photo: Roger Turk, Northlight Photography 14 Kitchen & Bath Design News • January 2018 CONSUMER BUYING TRENDS DEMOGRAPHICS & BUYING PATTERNS FOR THE HOME PUBLISHING SOLA GROUP, INC. 1880 OAK AVE., SUITE 350 EVANSTON, IL 60201 (847) 440-3000 Paul DeGrandis Publisher, ext. 100 Paul@SOLAbrands.com Eliot Sefrin Publisher Emeritus, ext. 113 Eliot@SOLAbrands.com SALES WEST/MIDWEST Paul DeGrandis Ext. 100 Direct (847) 920-9510 Paul@SOLAbrands.com EAST/SOUTHEAST Joanne Naylor Ext. 114 Direct (201) 891-9170 Joanne@SOLAbrands.com Beth Emerich Ext. 101 Direct (781) 710-4745 EmerichB@SOLAbrands.com MIDWEST Jessica Fidrocki Ext. 117 Direct (847) 386-2177 Jessica@SOLAbrands.com PRODUCT & LITERATURE SHOWCASE/CLASSIFIED ADS Mike Serino Ext. 102 Direct (630) 699-2004 Mike@SOLAbrands.com EDITORIAL Janice Anne Costa Editor, ext. 116 Janice@SOLAbrands.com Anita Shaw Managing Editor, ext. 112 Anita@SOLAbrands.com Ashley Lapin Olian Associate Editor, ext. 104 Ashley@SOLAbrands.com SUBSCRIPTIONS Kitchen & Bath Design News Circulation Dept. 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