Table of Contents
Issues in the Market
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- Key themes
- Abbreviations
Future Opportunities
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- Equipping the boomerangers with invaluable life skills
- It’s a social occasion – not a chore
Market in Brief
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- Home central to how we live
- Reassessing the value of the home
- Owner-occupation past its peak
- Shift towards small properties
- Growth in one-person households
- A nation addicted to watching TV
- Satisfaction in keeping a clean house
- DIY suffering from skills gap
- Interest in food from garden to table
Broader Market Environment
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- Key points
- Recession hits spending on the home
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- Figure 1: GDP, PDI and consumer expenditure, at current prices, 2005-15
- Working patterns influence time spent at home
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- Figure 2: Working patterns, June 2010
- Housing market taking time to recover
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- Figure 3: Number of residential housing transactions (not seasonally adjusted), Q1 2007-Q1 2010
- Figure 4: Annual house price growth comparisons, Q1 2007-Q2 2010
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- Figure 5: Number of repossessions in the UK, 2000-09
- Ageing and increasingly affluent population
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- Figure 6: Trends in the age structure of the UK population, 2005-15
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- Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
- Internet increasingly integral to home lifestyles
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- Figure 8: Broadband penetration, by age, 2004-09
- Move to staying in during the recession
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- Figure 9: Going out habits, February 2009-March 2010
Housing by Type of Accommodation
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- Key points
- Total number of homes increasing
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- Figure 10: Total number of dwellings in the UK, 2000-09
- Large bias towards flats in London
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- Figure 11: Breakdown of dwelling stock in England, by type of accommodation and region, 2007/08
- Move towards flats and rented accommodation
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- Figure 12: Type of home, home ownership and length of time in present home, 2006-10
- Fewer living rooms, but more bathrooms
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- Figure 13: Number of rooms in homes, 2006-10
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- Figure 14: Types of rooms in home, November 2009
- New housing getting smaller
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- Figure 15: Permanent dwellings completed in England, by house or flat and number of bedrooms, 1999/2000-2008/09
- Room for more extensions
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- Figure 16: Home extensions, 2006-10
Household Composition
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- Key points
- Trend towards smaller households
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- Figure 17: UK households, by size, 2005-15
- Decline in couples with dependent children
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- Figure 18: Households in Great Britain, by type of household and family, 1971-2009
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- Figure 19: Presence of children in household and one-adult households with children, 2006-10
- Wide range of living arrangements
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- Figure 20: Lifestage analysis, 2006-10
- Pets maintain their popularity
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- Figure 21: Ownership of cats and dogs, 2007-10
Life Events and What Is In the Home
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- Key points
- Life events as a trigger to purchasing
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- Figure 22: Life events – moving out of parental home, moving in with partner or getting married, 2007-10
- Slump in housing transactions
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- Figure 23: Life events – purchasing/selling a house/flat and making major home improvements, 2007-10
- Changing picture of kitchen appliances
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- Figure 24: Ownership of household items – large kitchen appliances, 2006-10
- Microwave ownership almost universal
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- Figure 25: Ownership of household items – other kitchen equipment and vacuum cleaners, 2006-10
- Big replacement markets for home furnishings
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- Figure 26: Ownership of household items – furniture, flooring and textiles/window furnishings, 2006-10
Overview of Usage of Time Spent at Home
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- Key points
- TV dominates time spent at home
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- Figure 27: Time spent on activities at home during a typical week or typical weekend, June 2010
- Leaving time for visitors at the weekend
- 9-5 workers biggest TV viewers
Household Chores and Working at Home
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- Key points
- Household chores a big part of time spent at home
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- Figure 28: Time spent on average weekday on household chores, 2006-10
- Satisfaction in a clean home
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- Figure 29: Attitudes towards household cleaning, 2009
- Numbers working from home still small
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- Figure 30: Trends in working from home, 2006-10
- A lot of time spent on household chores
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- Figure 31: Activities people spend the most time doing* during a typical week or weekend – household chores, looking after the children, looking after pet and work related to job, June 2010
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- Figure 32: Spending a lot of time during a typical week or weekend doing household chores, by gender and age, June 2010
DIY and Gardening
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- Key points
- Gradual decline in interest in DIY
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- Figure 33: Done DIY in last 12 months, 2006-10
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- Figure 34: Those expecting to carry out DIY/home improvements in the next 12 months, by age and socio-economic group, January 2010
- Strong interest in improving the home
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- Figure 35: Agreement with lifestyle statements relating to DIY and the home, 2006-10
- More time spent gardening than doing DIY
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- Figure 36: Activities people spend the most time doing* during a typical week or weekend – gardening and DIY/home improvements, June 2010
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- Figure 37: Spending a lot of time during a typical week or weekend doing gardening, by age and socio-economic group, June 2010
- Grow your own helps boost garden market
- Varying levels of interest in gardening
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- Figure 38: Interest in gardening and growing fruit and vegetables, April 2010
Cooking and Entertaining
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- Key points
- Majority enjoy cooking and entertaining
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- Figure 39: Agreement with lifestyle statements – cooking, entertaining and the kitchen, 2006-10
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- Figure 40: Enjoyment of cooking and entertaining people at home, by age and socio-economic group, 2010
- Weekends for having friends and family around
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- Figure 41: Activities people spend the most time doing* during a typical week or weekend – cooking for the family and having friends or family around, June 2010
- Renewed interest in home baking
- Cooking and eating habits react to recession
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- Figure 42: Changes to cooking and eating habits in the recession, December 2009
- Half usually eat their dinner in front of the TV
- Four in ten spending more time at home
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- Figure 43: Agreement with statements on home lifestyles, June 2010
- Socialising more at home to save money
- Entertaining at home an informal affair
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- Figure 44: Socialising more at home, by age, June 2010
Use of Other Leisure Time at Home
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- Key points
- More hours at home being spent on the internet
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- Figure 45: Hours spent on the internet at home in the last month, 2007-10
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- Figure 46: Number of hours TV viewed on an average weekday, 2006-10
- Watching TV still dominates time spent at home
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- Figure 47: Activities people spend the most time doing* during a typical week or weekend – watching TV, using the internet, reading, listening to music, telephoning/texting friends/family, video/computer games and other games/hobbies, June 2010
- Youngest group the most prolific internet users
- Reading at home shows an older bias
- Keeping in touch taking up home time
- Gadgets increasingly prominent in home lifestyles
Attitudes Towards the Home
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- Key points
- Home is at the heart of life
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- Figure 48: Agreement with lifestyle statements, 2006-10
- Four in ten happy and unlikely to move
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- Figure 49: Statements on home improvements, June 2010
- Home improvements a gradual process
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- Figure 50: Home improvements to add value to the home and extending the home to get more space, by age and socio-economic group, June 2010
- Lack of money a barrier to families moving
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- Figure 51: ‘I would like to move to a larger home but lack the money’, by age and presence of children, June 2010
- Home moving not just about size versus location
Appendix – Broader Market Environment
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- Figure 52: Working patterns, by demographics, June 2010
- Figure 53: Working patterns, by demographics, June 2010
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- Figure 54: Broadband penetration, by demographics, 2004-09
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Appendix – Housing by Type of Accommodation
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- Figure 55: Type of home and home ownership, by demographics, 2010
- Figure 56: Length of time in present home, by demographics, 2010
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- Figure 57: Number of different types of rooms in home – living/dining rooms and bedrooms, by demographics, 2010
- Figure 58: Number of different types of rooms in homes – bathrooms and kitchens, by demographics, 2010
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- Figure 59: Home extensions – ownership and bought in last 12 months, by demographics, 2010
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Appendix – Household Composition
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- Figure 60: Presence of children in household and one-adult households with children, by demographics, 2010
- Figure 61: Ownership of cats and dogs, by demographics, 2010
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- Figure 62: Lifestage analysis, by demographics, 2010
- Figure 63: Lifestage analysis, by demographics, 2010
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Appendix – Life Events and What Is In the Home
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- Figure 64: Life events, by demographics, 2010
- Figure 65: Life events, by demographics, 2010
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- Figure 66: Ownership of household items – kitchen appliances, by demographics, 2010
- Figure 67: Ownership of household items – kitchen appliances, by demographics, 2010
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- Figure 68: Ownership of household items – other kitchen equipment and vacuum cleaners, by demographics, 2010
- Figure 69: Ownership of household items – other kitchen equipment and vacuum cleaners, by demographics, 2010
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- Figure 70: Ownership of household items – furniture, flooring and textiles/window furnishings, by demographics, 2010
- Figure 71: Ownership of household items – furniture, flooring and textiles/window furnishings, by demographics, 2010
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Appendix – Overview of Usage of Time Spent at Home
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- Figure 72: Time spent on activities at home during a typical week, by working patterns, June 2010
- Figure 73: Time spent on activities at home during a typical week, by working patterns, June 2010
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- Figure 74: Time spent on activities at home during a typical weekend, by working patterns, June 2010
- Figure 75: Time spent on activities at home during a typical weekend, by working patterns, June 2010
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Appendix – Household Chores and Working at Home
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- Figure 76: Time spent on average weekday on household chores, by demographics, 2010
- Figure 77: Working from home, by demographics, 2010
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- Figure 78: Spending a lot of time at home during a typical week on household chores, looking after the children, looking after pet and work related to job, by demographics, June 2010
- Figure 79: Spending a lot of time at home during a typical weekend on household chores, looking after the children, looking after pet and work related to job, by demographics, June 2010
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Appendix – DIY and Gardening
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- Figure 80: Done DIY in last 12 months, by demographics, 2010
- Figure 81: Agreement with lifestyle statements relating to DIY and the home, by demographics, 2010
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- Figure 82: Spending a lot of time at home during a typical week and typical weekend doing gardening or DIY/home improvements, by demographics, June 2010
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Appendix – Cooking and Entertaining
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- Figure 83: Agreement with lifestyle statements, by demographics, 2010
- Figure 84: Statements on home lifestyles, by working patterns, June 2010
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- Figure 85: Statements on home lifestyles, by working patterns, June 2010
- Figure 86: Spending a lot of time at home during a typical week and typical weekend cooking for family or having friends or family around, by demographics, June 2010
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- Figure 87: Most popular statements on home lifestyles, by demographics, June 2010
- Figure 88: Next most popular statements on home lifestyles, by demographics, June 2010
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- Figure 89: Other statements on home lifestyles, by demographics, June 2010
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Appendix – Use of Other Leisure Time at Home
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- Figure 90: Number of hours TV viewed per week, by demographics, 2010
- Figure 91: Spending a lot of time at home during a typical week watching TV, using the internet, reading and listening to music, by demographics, June 2010
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- Figure 92: Spending a lot of time at home during a typical week telephoning or texting friends/family, doing other games/hobbies or playing video/computer games, by demographics, June 2010
- Figure 93: Spending a lot of time at home during a typical weekend watching TV, using the internet, reading and listening to music, by demographics, June 2010
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- Figure 94: Spending a lot of time at home during a typical weekend telephoning or texting friends/family, and doing other games/hobbies, by demographics, June 2010
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Appendix – Attitudes Towards the Home
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- Figure 95: Agreement with lifestyle statements, by demographics, 2010
- Figure 96: Statements on home improvements, by working patterns, June 2010
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- Figure 97: Statements on home improvements, by working patterns, June 2010
- Figure 98: Statements on home improvements, by demographics, June 2010
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