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Pacific Magazines has unveiled insights gained from the ongoing research project – the 2009 Pacific Magazines Homemaker survey, Australia’s largest survey of homemaker trends, opinions and spending habits.
The research was conducted earlier this year amongst 2,641 Australians to determine the extent to which homemakers were concerned about the Australian economic situation and whether this is likely to have an impact on home projects and spending.
The key findings of the survey are as follows:
- 61% of respondents intend to cut back on their personal spending in the next six months
- Australians’ financial and emotional investment into their home remains strong and the home has become more of a status symbol
- On average, Australians are spending $4,449 on home decorating (up 12% since 2006) and just over $20,000 on home renovations
- More than 8 in 10 renovators are personally involved in a DIY project
- Only 16% of respondents are planning to have a professional do the home renovation – this has significantly dropped from 2006 (45%)
- 52% of respondents will entertain once a month or more –the frequency has risen since 2006
- The home is providing an outlet of creative expression – 54% of respondents believe their home is a reflection of their personality
- 40% agree “My home is an expression of my personal status – when people look at it, it makes me proud” (up from 36% in 2006)
Pacific Magazines are publishers of Better Homes and Gardens, Australian Home Beautiful, Your Garden and Monument and reaches over 1.9 million readers every month*.
*Roy Morgan Single Source Australia, Jan-Dec 2008
Source: Pacific Magazines