When it comes to what aspect of their home people would most like to improve, nearly two in every five (39 percent) across Asia Pacific would most like to change the overall size and layout/dimensions of their homes, if they could. This is followed by the wish to improve the storage space – selected by 36 percent of the online consumers surveyed in key APAC markets.
Over 6,000 respondents across Australia, China, Hong Kong, Korea and Japan participated in the study. Globally, the 27,000 interviewed online population across 22 countries indicated interior décor or design (39 percent), overall size or layout (38 percent), and furniture (35 percent) as the three most sought after home improvement areas.
Consumers in Hong Kong topped the global list in three of the home improvement areas—overall size and layout, storage space, and how well organized the home is, with 50, 47 and 40 percent of respondents respectively saying they would like to improve these aspects in their homes. At the same time, the country also emerged second, after Korea, for people wanting to improve the level of cleanliness in their homes – standing at over a third (36%) of the online population in Hong Kong.
“Majority of the people in Hong Kong are living in smaller than average spaces, and this directly affects and limits many other aspects of the home, such as patio, storage, furnitures, appliances and entertainment equipment etc.,” highlighted Frans Janssen, APAC Chief Commercial Officer at GfK. “It is not surprising for consumers in the country to identify many potential areas of improvements in their homes, compared to others in the region.”
Chinese consumers also ranked among the top five countries globally in four specific areas of home improvement. The interior décor of their home was cited as an area of improvement by 46 percent of online respondents in China, while 37 percent want to improve the level of cleanliness. Two other areas involve acquiring better devices in their homes: namely household appliances (40 percent) and entertainment equipment (34 percent).
An interesting observation from the study is the fact that a fifth (20 percent) of Japanese are happy with those aspects listed - making them second in the world with this sentiment, after the Netherlands (22 percent). Together with the Germans (18 percent), French (17 percent) and Belgiums (17 percent), these countries are the top five nations who are most contented with their homes.
“This study provides a valuable foundation for major DIY, home furnishing and improvement retailers, in understanding how consumer aspirations for their homes differ across countries, and even age groups and gender,” said Janssen. “By combining these aspirational data with its continuous point of sales tracking, GfK gives its clients a detailed picture of the current and future demands within each target market,” he concluded.
The survey question asked, “Which of these aspects of your home would you most like to change or improve, if you could? Select all that apply.
GfK conducted the online survey with 27,000 consumers aged 15 or older across 22 countries. Fieldwork was completed in June 2015 and data are weighted to reflect the demographic composition of the online population age 15+ in each market. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, UK and USA.