Saturday, June 23rd, 2012 - Roy Morgan Research
While approvals for private sector houses have fallen, home renovations have remained relatively stable with 2.05 million Australians aged 14+ having spent $5,000 or more renovating or extending their home in the past 12 months according to the latest findings from the Roy Morgan Single Source survey.
This figure, representing 10.6% of the Australian population aged 14+, has remained stable over the past five years, moving from 1.95 million Australians 14+ having renovated in the last 12 months in 2008 to 2.05 million in 2012.

Australians 14+ renovating in the past 12 months

Source: Roy Morgan Single Source (Australia): April 2006 – March 2012, average yearly sample n=19,701).

Looking at those who are renovating we see that as Australians’ living requirements change and as their family grows so to does the need for renovations and extensions. With less of a foothold in the property market and less income Young Singles (4%) are unlikely renovators, however as singles become Young Couples the likelihood of becoming renovators increases (11%). Continuing through the life stages we see a higher incidence of renovation in Young Parents (13%) and Mid-Life Families (13%) and then a gradual decline through Mid-Life Households (12%) and Older Households (9%).

Lifecycle segments renovating a home

Source: Roy Morgan Single Source (Australia): April 2011 – March 2012, n=19,690).

Those Australians that have renovated or extended in the past 12 months are proud of their home and their family. They are 41% more likely than the average Australian to keep up-to-date with new home improvement ideas, 15% more likely to entertain spontaneously and 6% more likely to be proud of their family. They are also 25% less likely than the average Australian to be more interested in their job than their house – it’s all about the house.

Family and home attitudes of home renovators

Source: Roy Morgan Single Source (Australia): April 2011 – March 2012, n=2,135).

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“The popularity of TV shows like The Block and the number of new Bunnings, Masters and Mitre 10 stores show what a big business home renovating is. The typical home renovator is a highly attractive target; typically they live in a young to mid-life family, they’re well educated and have a higher than average income.

“But as our findings reveal there are distinct life-stage factors affecting those that renovate. We see that renovating your home is a family affair as a higher proportion of families renovate and that the home is the heart for family entertaining.

“As the home hardware category competition intensifies it will be interesting to see how each competitor will tailor their advertising and product offering to these distinct segments.”


An extensive range of detailed Roy Morgan Target Audience Profiles is available (giving you demographics, activities, attitudes and beliefs) of people involved in Real-Estate, Home Renovators, Renovating Early Adopters, and the media channels renovators find most useful.

Contact Profile

Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


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