Consumers want design help, but most of them aren’t getting it from designers. At least not directly; interior designers are most valued for ideas… based on what they did in someone else’s home. The results of a consumer survey on kids room design by Kids/Today and HGTV show the trend.

Consumers look for ’design ideas’ on TV (85%), in magazines (80%),  on the Internet (34%, including retail / manufacturer / magazine & newspaper sites), from a store salesperson (9%), from model homes, store displays, books and catalogs (9%), or from interior designers (7%).

 Consumers are also more likely to get ‘design help’ from a friend or family member (61%), even from a salesperson (7%) than from an interior designer (6%). 

Although specific to kids rooms, these results are likely similar for other areas of the home based on the majority of ‘design ideas’ in the media being for non-kids rooms. The results also confirm that consumers welcome design ideas when they buy home furnishing products (in-store and on-line), and that those ideas may improve their likelihood to buy.

Source: Kids Today magazine (May ‘08)

An interesting segment on 60 Minutes (CBS) tonight… Morley Safer reported that today more than half of college students move home after college. Speaking to a larger trend… that children of baby boomers, or the Millenials (born between 1980 and 1995) are not entirely ready for the workplace… Safer referred to moving home as a “safety net” for many kids, allowing them to quickly opt out of a job they don’t like. 

“Not only is there no longer any shame with moving back home,” said interviewed expert, Mary Crane, “but this is thought to be a smart, wise economic decision.”

Will there be implications for kids bedrooms? It’s hard to imagine many of these twenty-somethings will want to move back to their childhood furniture or decor.

In related news, the National Association of Home Builders reports that 24% of homeowners now want two master bedrooms… whether to accomodate kids moving back home, frequent guests or elderly parents.

Research on consumer ’style preferences’ can be tricky to interpret. Style preferences based on a one-word desription can suggest different things for different people. But the results of a  Qualified Remodeler magazine (Apr ‘08) survey gives us at least a view toward consumer preferences. (Grouping of preferences are mine).

Professional remodelers stated the following kitchen style preferences among their clients:

1. Historic styles (42.2%), including Traditional (24.2%), Classic (17.3%) + Ornate (1%).

2. Contemporary styles (22.9%), including Contemporary (17.3%) + Trendy (3.9%) + Retro (1.7%).

3. Country styles (12.1%), including Country (9.9%) + Old (2.1%).

4. Transitional styles (9.4%).

5. European (7.6%). This preference is difficult to classify based on the word alone - may refer to a historic preference (Traditional or Classic), or to contemporary (modern).

6. Simple (6.6%). This preference is also difficult to classify based on the word alone - probably refers to country styling, but could also be a contemporary preference.

When it comes to shopping for new furniture, younger consumers appear more self-reliant and less brand loyal according to a recent HGTV survey. When asked how they choose a store to buy a sofa, here’s what Older Baby Boomers (age 53-62), Younger Baby Boomers ( age 44-52), Generation X (age 33-43) and Generation Y (age 18-32) said:

A “good store reputation” was most important to all generations… 69% of Older Baby Boomers agreed, versus 54% of Gen X, and 58% of Gen Y.

A sizeable spread (16 points) was seen in the role of store salespeople. While 50% of Older Baby Boomers considered a “friendly, knowledgeable salespeople” as a reason to pick one store over another, only 34% of Gen Y, and 39% of Gen X agreed.

Supporting that trend, 38% of Gen Y consumers consider a “web site to check products & styles important”, while only 23% of Older Baby Boomers did.

Although younger generations have grown up more oriented toward instant gratification, “in-stock or quick delivery” was more important to Older Boomers (47%) than to Gen X (39%).

The largest spread (23 points) was seen on “brand familiarity”. While 47% of Older Baby Boomers considered it important, only 24% of Gen Y, and 33% of Gen X did.

Source: HGTV and Furniture/Today Consumer Views Survey, 2008

Aging-in-place… that is, aging in our own home versus a nursing home… is a key topic in the home industry today. A few interesting stats:

* of all the people in the history of the world who ever lived beyond age 65, 2/3 of them are alive today (Elizabeth Vierck, Fact Book on Aging)

* Americans over 85 are the fastest-growing segment of population (National Institute on Aging).

* when asked where they want to live as they age, 90% of baby boomers say ‘in my home” (AARP)

* staying in our own homes as opposed to an assisted living facility can save $3,000-$5,000 per month.. leaving money available to invest in “enabling” technologies that keep seniors independent and safe at home (CE Pro Magazine, Apr ‘08)

* seniors fear moving into a nursing home and losing their independence more than death (Clarity 2007, Aging-in-Place study)

* 82% of baby boomers fear their parents will be mistreated in a nursing home; 89% worry their parents will be sad; 2/3 said financial problems were not likely to prevent their parents from reamining in their home

* 49% of boomers are at least somewhat intersted in using new technologies and sensors to help monitor their parents’ safety (Clarity 2007 Aging in Place study)

When asked by NKBA Profiles magazine (Spr ‘08) whether home improvement TV shows have affected their business, here’s excerpts of what designers, builders and contractors had to say:

“…these TV shows… have gotten the viewers to think actively about renovations and their effect on home value or enjoyment… but these shows give a lot of the viewers unrealistic expectations. Many of the shows do the work for nothing, so the viewers get a false sense of the real dollar costs.” Philip Herzegovitch, Danbury, CT.

“… the shows are fun to watch. For me, it’s the same as perusing magazines… I also believe these shows are harmful to our industry and for the majority of consumers…they leave the average homeowner with the impression that they can do just about anything by themselves, not to mention that projects of all sizes can be executed unrealistically cheaper and faster than realities allow.” Marcy Alder Wells, Fair Lawn, NJ 

“…many clients admit they watch HGTV and similar networks… almost all of my clients are shocked to find outa a full-scale, blowout remodel takes months, not a week or two, to complete.” Trudy McCollum, Little Rock, AR

“Consumers definitely have better product knowledge when going into their projects as a result of these shows.” Jenni Schenider, Valparaiso, IN

“… some manufacturers contribute products to some TV design make-over shows. This isn’t acknowledged in the script, nor included in the makeover budget…. as a result, viewers will have unrealistic expectations of remodeling costs.” Carol A. Will, Goergetown, TX

“We now receive regular calls form people  who have, for instance, taken out a wall and the ceiling has started to sag. They ask if we can come help them immediately. The answer is no; we’re scheduled out 4-6 weeks, and I can’t possibly take on the liability of touching the house that now has the structure in danger… Also, the only real figures mentioned in these programs are the cost of materials. When we give a client a quote… they think we’re thieves.” Sarah Hartmann, Louisville, KY.

According to a 2008 Market Trends Survey by Residential Design Build magazine (Apr 08), the following were the most asked-for rooms/features in new homes in 2007. Of the top 10, #1, #4, #5 and $7 have to do with media and togetherness time, inside and out:

1. 37% said a multi-purpose family/media room
2. 34% said energy efficiency
3. 33% said a home office
4. 26% said a great room
5. 25% said outdoor living space
6. 22% said a lower-level master suite
7. 21% said a home theater
8. 13% said a finished lower level
9. 10% said a tankless water heater
10. 10% said radiant floor heating

Chosen from over 400 submisstions, Electronic House’s “2008 Home of  the Year” was also chosen “Green Home of the Year”.

Featured in the magazine’s May issue, the home was designed to be ahead of the curve. Builder Dan Merrill of Onteriors said he wanted to ‘beat the rush’. According to his predictions, in about twelve years, there won’t be enough water and electricity to go around, and he wanted to start ‘pushing the envelope’ in incorporating more efficiency.

Green features include radiant floor heating, an ultra-efficient furnace, tankless water heater, self-expanding foam insulation, solar roof, Energy Star appliances, natural ventilation, automated window blinds, dual-glazed windows that reduce UV and infrared exposures, LED lighting, and smart irrigation with gray water.

Control of the music, security, climate and lights were also high priorities. Part of the challenge, Merrill admitted in CE Pro magazine (May ‘08) was cramming all these features into a home that looks warm and inviting. “This ground-breaking project will drive home the point that thoughtful design can be accomplished with earth-friendly goals… without sacrificing comfort, function or aesthetics.”