Are Media’s homes and gardens audience spent more than $700 million on home and garden products on average per month, accounting for $1 in every $5 spent, according to the latest data from Roy Morgan Research*.
As lockdown restrictions start to ease, Are Media has today released ‘How we live now: The changing face of Australian households’**, its latest research into the impact of Covid-19 on homelife, the relationship with our homes and emerging renovation and decorating trends.
The survey of 2,408 Australians aged 25+ found magazines are the leading source of home decorating or renovation advice, with 57 percent of respondents turning to magazines for inspiration, ahead of home related television shows (51%).
As we spend more time at home, our living spaces have become multi-purpose, with three-quarters (75%) of those questioned saying the connection with their home is stronger than ever before and nine in ten (93%) responding their home is a sanctuary. A further 86 percent said the home has become the heart of their lives.
With time at home increasing, a renovation revolution is underway as people look to make the most of their living spaces. More than one in four (29%) said they had recently renovated or redecorate their homes, spending on average $36,550. A further one in three (32%) are planning on renovating or decorating their homes in the coming 12 months.
The push to make our home technologically smarter is also a priority. Two-thirds (67%) of respondents said they used at least one smart home device, with 55 percent owning a smart TV and 19 percent using a smart speaker such as Alexa or Google Assistant.
While working from home has become the norm for many, city living is no longer as attractive for some with more willing to move further away from work to find larger and more affordable homes. One in five (21%) have recently bought a home or changed locations and their living arrangements as a direct result of Covid-19 and more than one in four (27%) said they expected to do so in the next 12 months.
Along with the home improvement boom, our gardens are not being left out in the cold. Six in seven (86%) have recently bought at least one home and garden related product with a further 73 percent intending to buy one in the next 12 months. In addition, 71 percent say they will maintain or increase spend on home and garden products in the coming months.
Nat Bettini, research director at Are Media said: “The pandemic has driven the emotional connection we have with our homes as we spend more time in our living space than ever before, rediscovering the value and importance of spending time with family and friends.
“Australians are showing they want to make the most of their living spaces and are open to taking on DIY, home improvement and renovation projects, or even relocating to regional and rural areas, in order to maximise their enjoyment at home. As restrictions begin to ease, this trend will only continue as we reassess the importance of our homes in our work and personal lives.”
According to the latest Roy Morgan readership data, 2.4 million Australians turn to Are Media’s home and garden magazines every month, with a cross platform audience of 3.3 million each month.