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Home Improvement Consumer Insights 2020

Publisher Freedonia Group
Published Jun 30, 2020
Length 51 Pages
SKU # FG16281631

Description

Home Improvement Consumer Insights 2020

Home improvement activity is an important aspect of the construction and building supplies industry. An investigation into consumer trends can give insight to marketing and product development opportunities. This report contains analysis and data-based discussions of various pieces of the home improvement industry, including a look at homeownership rates, buying patterns, demographic trends, and other consumer insights.

Survey segments include outdoor spaces, pools & spas, major household remodeling, flooring, lighting fixtures and more. This report also includes a discussion of the impact of the COVID-19 pandemic.

Scope of Report

The Freedonia research team provide analysis, data, trends and customized cross tabs using the two survey resources listed below.

• Data from The Freedonia Group’s proprietary national online survey conducted from April-May 2020 and from July-August 2019
• Data from syndicated national consumer survey results from MRI-Simmons Winter 2009-2020 Reports. Winter Simmons results for a particular year are conducted from January in the prior year to March in the listed year, so – for example – Winter 2019/2020 values discussed are more reflective of 2019 trends than of 2020 trends.

Table of Contents

51 Pages
1. Introduction
2. Homeownership & Home Rental
Historical Trends
Homeownership vs. Rental Rates: Age Groups
Homeownership vs. Rental Rates: Annual Household Incomes
Owned Land & Property Size
3. COVID-19 Impact on Home Improvement
58% of People Set Up to Work At Home Are Doing So More Often
Most Consumers Are Concerned About COVID-19 & Its Impact
Many Consumers Report Being Negatively Impacted by COVID-19
Even More Consumers Report Family or Friends Have Been Affected
Undertaking or Delaying Home Improvement Activity
Participation in Outdoor Improvement Projects
4. Outdoor Spaces
Presence of Outdoor Space at Home
Participation in Outdoor Living Activities
Space for Outdoor Entertaining & Recreation
DIY vs. DIFM
5. Pools & Spas
Access to Pools & Spas
Pool & Spa Ownership
Pool & Spa Maintenance Trends
Consumer Attitudes About Pools & Spas
6. Major Household Remodeling
Participation in Major Remodeling Activities
Remodeling Activity by Household Annual Income
Who Did the Remodeling Work?
7. Flooring
Which Types of Flooring Are Households Buying?
Flooring Purchases by Annual Household Income
Spending Per Flooring Project
Who Did the Installation Work?
Flooring as Part of a Larger Remodeling Project
Hard Surface Flooring Purchasing Decision Making
Primary Reason for Buying Hard Flooring
Most Important Factors in Deciding on the Type of Hard Surface Flooring
Location of Purchase
Carpets & Rugs Purchasing Decision Making
Primary Reason for Buying Carpets & Rugs
Most Important Factors in Deciding on the Type of Carpet & Rug
Location of Purchase
8. Lighting Fixtures
Which Types of Lighting Fixtures Are Households Buying?
Lighting Fixture Purchases by Annual Household Income
Spending Per Lighting Project
9. More Detailed Construction Industry Coverage Available
List of Tables
2. Homeownership & Home Rental
Table 2-1 | US Homeownership & Rental Rates, 2011 – 2019 (percent)
Table 2-2 | US Homeownership & Rental Rates by Age Group, 2011 – 2019 (percent adults)
Table 2-3 | US Homeownership & Rental Trends by Annual Household Income Bracket, 2011 – 2019 (percent adults)
Table 2-4 | US Land Ownership by Property Size, 2011 – 2019 (percent adults)
4. Outdoor Spaces
Table 4-1 | Selected Outdoor Living Activity Participation by Age Group, 2019 (percent)
Table 4-2 | DIY vs. DIFM Lawn & Garden Care, 2019 (percent of consumers with a lawn, garden, or other outdoor space at home)
5. Pools & Spas
Table 5-1 | Consumer Attitudes About Pool & Spa Affordability & Desirability, 2019 (percent)
6. Major Household Remodeling
Table 6-1 | Major Remodeling Activity Participation, 2009 – 2019 (% of households)
Table 6-2 | Major Home Remodeling Activity by Household Income Bracket, 2019 (% of total households that report completed or planned activity)
Table 6-3 | Who Did the Work to Complete the Major Remodeling Activities, 2009 – 2019 (% of households that remodeled)
Table 6-4 | Who Did the Work to Complete the Major Remodeling Activities by Household Income Bracket, 2019 (% of households that remodeled)
7. Flooring
Table 7-1 | Flooring: “Which of These Did Your Household Buy in the Last 12 Months?”, 2009 – 2019 (% of households)
Table 7-2 | Flooring: “Which of These Did Your Household Buy in the Last 12 Months?”, 2019 by Household Income Level (% of households that bought flooring by each flooring type)
Table 7-3 | Amount Spent on Flooring Materials, 2019 (% of households that purchased flooring)
Table 7-4 | Flooring Installation by Flooring Product: DIY vs. DIFM, 2019 (% of households that purchased each type of flooring)
8. Lighting Fixtures
Table 8-1 | Lighting Fixtures: “Which of These Did Your Household Buy in the Last 12 Months?”, 2009 – 2019 (% of households)
Table 8-2 | Lighting Fixtures: “Which of These Did Your Household Buy in the Last 12 Months?” by Household Income Bracket, 2019 (% of households that bought lighting fixtures)
Table 8-3 | Amount Spent on Lighting Fixtures, 2019 (% of households that purchased lighting)
List of Figures
3. COVID-19 Impact on Home Improvement
Figure 3-1 | Frequency of Working From Home, 2020 (percent of employed consumers who are set up to work from home)
Figure 3-2 | Consumer Economic & Health Concerns Related to the COVID-19 Pandemic, 2020 (percent of consumers)
Figure 3-3 | Negative Personal Effects of the COVID-19 Pandemic, 2020 (percent of consumers)
Figure 3-4 | Negative Effects of the COVID-19 Pandemic on Friends & Family, 2020 (percent of consumers)
Figure 3-5 | Home Improvement Projects: Delayed vs. Undertaken Due to COVID-19 Pandemic, 2020 (% of adults)
Figure 3-6 | Outdoor Home Improvement Projects Undertaken Due to the COVID-19 Pandemic, 2020 (% of adults)
4. Outdoor Spaces
Figure 4-1 | Presence of Lawn, Garden, or Other Outdoor Space at Home by Residence Type, 2019 (percent)
Figure 4-2 | Consumer Attitudes About Outdoor Entertaining & Recreation, 2019 (percent)
5. Pools & Spas
Figure 5-1 | Pool & Spa Access, 2019 (percent)
Figure 5-2 | Pool & Spa Ownership Trends, 2019 (percent)
Figure 5-3 | Pool & Spa Maintenance Trends, 2019 (percent)
7. Flooring
Figure 7-1 | Flooring: “Which of These Did Your Household Buy in the Last 12 Months?”, 2009 – 2019 (% of households)
Figure 7-2 | Flooring Purchased as a Standalone Project vs. As Part of a Larger Remodeling Activity, 2020 (% of adults)
Figure 7-3 | “What is the Primary Reason For the Purchase of Hard Surface Flooring in the Last 12 Months?”, 2020 (% of adults who bought hard surface flooring)
Figure 7-4 | Factors in Hard Surface Flooring Purchase, 2020 (% of adults who purchased hard surface flooring)
Figure 7-5 | Location of Hard Surface Flooring Purchase, 2020 (% of adults who purchased hard surface flooring)
Figure 7-6 | “What is the Primary Reason For the Purchase of Carpets & Rugs in the Last 12 Months?”, 2020 (% of adults who bought carpets & rugs)
Figure 7-7 | Factors in Carpet & Rug Purchase, 2020 (% of adults who purchased carpets & rugs)
Figure 7-8 | Location of Carpet & Rug Purchase, 2020 (% of adults who purchased carpet & rugs)
8. Lighting Fixtures
Figure 8-1 | Lighting Fixtures: “Which of These Did Your Household Buy in the Last 12 Months?”, 2009 – 2019 (% of households)

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