Houzz Survey Finds Personal Taste Drives Home Decor
When it comes to decor, most homes are a work in progress, with homeowners reporting that they are slightly more than halfway to achieving their vision for their home on average, according to the Houzz Decorating Trends Survey of more than 1,700 Houzz users in the U.S. and Canada who are in the midst of, or are planning, a decorating project.
“For most, decorating a home is an ongoing effort. People like to invest in things that last, but continue to update their decor as they discover new items they love, and that add to the comfort and enjoyment of the home by their family,” said Liza Hausman, vice president of community for Houzz. “Working with an interior designer or other professional can help people enjoy their homes more, creating spaces that are not only beautiful, but also specifically suited to their lifestyle.”
Houzz found that decorating is an ongoing effort for many, with 66% of homeowners having recently decorated the same room they are currently tackling. In fact, 21% are redecorating just two years later, and 45% after five years.
When it comes to choosing flooring for the different rooms in the home, the study found consumers desire the following for their master bedroom: 38% carpet, 37% hardwood, 18% tile, 11% engineered wood and 11% area rug.
For the living room the top flooring choices are: 41% hardwood, 24% area rug, 19% tile, 17% each for carpet and engineered wood.
In a study done earlier this year by Houzz, consumers said when redecorating their bathrooms they ranked ceramic tile as the most desired at 64%, followed by marble (7%), travertine (6%), and hardwood and vinyl/linoleum each came in at 4%.
When it comes to the kitchen, respondents put solid hardwood No. 1 at 35%, followed by tile at 32%, engineered wood (8%) stone (5%) vinyl (4%) cork and linoleum each came in at 3%, and concrete was last at 2%. (Editor’s note: Visit floortrendsmag.com for more indepth coverage of the Houzz & Home survey)
The findings from both studies point to the fact consumers are confused when it comes to the types of flooring product available and don’t necessarily understand the products, meaning there is a tremendous opportunity for retailers to properly educate them on the types of flooring they need to fit their lifestyles.
Personal taste (84%) and comfort (75%) are the biggest drivers of decorating decisions, according to the survey. Just 15% of homeowners say incorporating the latest trends is a priority, though trendiness was surprisingly cited by a greater percentage of men, with one quarter saying trends impact their decorating decisions. Whether by choice or by necessity, men are more likely to be influenced by their significant other’s taste than women (43% versus 20% respectively).
The survey found that younger homeowners are more likely to make bold decor choices, like adorning their walls with wallpaper, a choice most popular among those under 35 years old (17%), and least popular among the 65 and older crowd at just 3%. The under 35 crowd is also 50% more likely than its older counterparts to decorate with color schemes characterized as “bright and colorful.” The bold choices of younger homeowners carry into upholstery and bedding fabrics as well; while homeowners of all ages are choosing classic patterns like solids (64%), stripes (25%) and florals (22%), homeowners under 45 are two-and-a-half times more likely to use chevron patterns than those 45 and older (15% versus 6%, respectively).
In addition to what kinds of floors consumers are seeking when redecorating/remodeling, the Houzz Decorating Trends Survey found the following:
•Master bedroom as living room: Three-in-five homeowners are including seating in their master bedroom (60%). Nearly one-in-ten are taking bedroom nesting a step further by adding a fireplace or a mini fridge.
•Le dining room quotidien: Nearly half of homeowners are using their dining room daily (45%) and another 26% are using it weekly. Rectangular dining tables (62%) with dark wood (38%) or glass (25%) and seating for six are most popular.
•TV creep: In addition to the usual popular living spaces, televisions are showing up in 16% of dining rooms. Homeowners are just as likely to include a TV in their kids’ room as a reading nook (both 35%).
•Hints of color: Accent walls remain popular throughout the house, but are most likely to appear in the home office (57%), kid’s room (55%) or master bedroom (52%). Urban dwellers are more likely to have accent walls (54%) than homeowners in suburban (42%) and rural (41%) neighborhoods.
Working with a professional is something the majority of consumers want to do when it comes to their home redecorating/remodeling projects as the Houzz & Home survey found homeowners planning projects in the next two years, more than half plan to hire a general contractor (52%), while 34% are seeking carpet/flooring professionals, and 30% want a tile, stone or countertop professional.
Download the full Houzz Decorating Trends Study report here.