Home Improvement Consumer Insights 2022
Consumers have always been concerned about the maintenance and upkeep of their homes, but what that means in terms of motivating factors, frequency, money spent, shopping habits, and who is doing the work does change. More time spent at home and a shift in both working and recreational habits have had particularly strong effects on home improvement activity in the pandemic era. The differences in home improvement activity across demographic groups points to which consumers are open to increased spending, which products appeal to them, and what factors motivate their home improvements.
With a focus on “what’s next” and current consumer trends, Home Improvement Consumer Insights 2022 is packed with insights about consumer trends, behavior, and motivations to help building supplies producers, retailers, building contractors, and investors gauge consumer perspectives and find areas for growth in a competitive market.
Home Improvement Consumer Insights 2022 provides actionable and data-driven insights about home improvement viewpoints of American consumers. This report analyzes consumer insights and trends for home improvement in the US, along with related shopping habits and trends in highlighted supply areas. Survey data capture insights in 2021 and 2022 as well as display historical trends in consumer sentiment. Survey responses in this study reveal consumer sentiment regarding major remodeling activity – including who does the work, where supplies are bought, and factors driving purchases – and how the COVID-19 pandemic affected home remodeling activity.
Consumer opinion on the topics above is analyzed by the following metrics:
- Gender
Age Group
Annual Household Income
Presence of Minor Children At Home
Work-From-Home Status
Urban/Suburban/Rural Location
Type of Housing
Geographic Region
Scope of the Report
Home Improvement Consumer Insights 2022 is the go-to source for a complete understanding of U.S. consumer trends in home improvement activity and spending. This report combines The Freedonia Group’s extensive monitoring of the construction market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader home improvement and construction market.
This report examines the current dynamics of home improvement activity. Consumer demographics, perceptions, motivations, and behavior pertaining to their home and needs therein are examined, as are the effects of the COVID-19 pandemic on consumers in those contexts. These consumer insights are indicative of present and future market opportunities.
This report includes analysis, data, trends, and customized cross tabs using two survey resources:
- data from The Freedonia Group’s proprietary national online survey conducted from February 2021, June 2021, August 2021, October-November 2021, November-December 2021, and February 2022
- data from syndicated national consumer survey results from MRI-Simmons Fall 2011-2021 Reports
Home Improvement Consumer Insights 2022 has dozens of tables and figures displaying exclusive numerical survey data. Data is broken out, analyzed, and discussed by characteristics such as age, gender, income, work-from-home status, family status, type of housing, geographic region, and urban/suburban/rural location. This report also includes in-depth analysis of COVID-19 trends affecting home improvement trends.
- Introduction
- Homeownership & Home Rental
- Historical Trends
- Table US Homeownership & Rental Rates, 2011 – 2021
- Homeownership vs. Rental Rates: Age Groups
- Table US Homeownership & Rental Rates by Age Group, 2011 – 2019
- Homeownership vs. Rental Rates: Annual Household Incomes
- Table US Homeownership & Rental Rates by Annual Household Income Bracket, 2021
- Owned Land & Property Size
- Table US Homeownership Rates by Property Size, 2011 – 2021
- Relocation Trends
- Table "Have You Changed Where You Live in the Past 12 Months?" by Urban vs. Rural Setting, US Region, Type of Housing, &Age Group, 2022
- Historical Trends
- COVID-19 Impact on Home Improvement
- Work From Home Trends
- Set Up To Work From Home
- Table "Are You Set Up to Do Your Usual Paid Work From Home - Whether Ordinarily, Part-Time, or When Necessary?" by Gender, Age Group, Income Bracket, &Presence of Children at Home, 2021
- Changes in Work From Home Habits
- Table Figure 3-1. Pandemic-Era Work Patterns, 2021
- Set Up To Work From Home
- Concerns About COVID-19 Exposure
- Table Coronavirus Health Concerns: "I am concerned about the…", 2020 – 2022
- Home Improvement Activity
- Table Home Improvement Activity Changes Due To the COVID-19 Pandemic, 2022
- Work From Home Trends
- Major Household Remodeling
- Participation in Major Remodeling Activities
- Table Major Remodeling Activity Participation, 2015 – 2021
- Remodeling Activity by Household Annual Income
- Table Major Home Remodeling Activity by Household Income Bracket, 2021
- Who Did the Remodeling Work?
- Table Who Did the Work to Complete the Major Remodeling Activities, 2011 – 2021
- Table Who Did the Work to Complete the Major Remodeling Activities by Household Income Bracket, 2021
- Purchase of Major Home Components
- Table Purchase of Windows, Doors, Siding, &Lumber by US Region & Income Bracket, 2021
- Location of Purchase of Key Components
- Table Where Windows, Doors, Siding, &Lumber Were Purchased in the Last 12 Months, 2021
- Speed of Delivery
- Table Speed of Delivery of Windows, Doors, Siding, &Lumber Purchased in the Last 12 Months, 2021
- Participation in Major Remodeling Activities
- Indoor Air Quality
- Recent Purchases of IAQ & Related Equipment
- Table "Did You Buy Any of the Following For Your Home in 2020?" by Gender, Presence of Children in Household, Age Group, &Annual Household Income Bracket, 2021
- Table "Did You Buy Any of the Following For Your Home in 2020?" by Pet Ownership, Urban vs. Rural Setting, US Region, &Relocation Status, 2021
- Ownership of IAQ & Related Equipment
- Table "Do You Have Any of the Following Installed in Your Home?" by Gender, Presence of Children in Household, Age Group, &Annual Household Income Bracket, 2021
- Table "Do You Have Any of the Following Installed in Your Home?" by Pet Ownership, Urban vs Rural Setting, US Region, &Relocation Status, 2021
- Health Considerations
- Respiratory Ailments
- Table Presence of Allergies in the Household by Gender, Presence of Children in Household, Age Group, Annual Household Income Bracket, Urban vs Rural Setting, &US Region, 2021
- Table Figure 5-1. Allergies in the Household by Pet Ownership, 2021
- Table Incidence of Allergies/Hay Fever or Asthma, 2010 – 2021
- Wildfire Concerns
- Table Wildfires in the US, 2010 – 2020
- COVID-19 Concerns
- Respiratory Ailments
- Recent Purchases of IAQ & Related Equipment
- Window Coverings
- Recent Installations
- Table Figure 6-1. Installation of Window Coverings in the Past 12 Months, 2021
- Planned Installations
- Table Figure 6-2. Planned Installation of Window Coverings in the Next 12 Months, 2021
- Smart or Electronic Controls for Window Coverings
- Table Figure 6-3. Window Coverings with Smart/Electronic Controls by Household Income Bracket, 2021
- Table Figure 6-4. Window Coverings with Smart/Electronic Controls by Residence Type, 2021
- Recent Installations
- Consumer Attitudes
- Important Factors When Buying Construction Materials
- Table Relative Importance of Various Factors When Buying or Authorizing Purchase of Construction Materials, 2021
- Maintenance
- Table Figure 7-1. "Low maintenance is very important to me when I make a home improvement", by Gender, Age Group, Household Income Bracket, &Presence of Children in Household, 2021
- Table Figure 7-2. "Low maintenance is very important to me when I make a home improvement", by Urban vs. Rural Setting, US Region, &Type of Housing, 2021
- Sustainability
- Table Consumer Insights on Sustainability in Building Materials by Gender, Age Group, &Household Income Bracket, 2021
- Table Consumer Insights on Sustainability in Building Materials by Urban vs. Rural Setting, US Region, &Housing Type, 2021
- Chemical Content in Building Materials
- Table Figure 7-3. "I am concerned about chemical content in the building materials my family encounters", by Gender, Age Group, Household Income Bracket, &Presence of Children in Household, 2021
- Table Figure 7-4. "I am concerned about chemical content in the building materials my family encounters", by Urban vs. Rural Setting, US Region, &Type of Housing, 2021
- Important Factors When Buying Construction Materials
- More Detailed Construction Industry Coverage Available
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