Friday, July 13th, 2012 - Roy Morgan Research
There are 3 million Australians (16% of Australians aged 14+) who agree they’re ‘often first to update my home interiors’. The majority of the ‘early adopters of the latest home interiors trends’ are women (60%). However, men play an important role in home interiors too with 40% of home interior early adopters (1.2 million Australians) being men. These are the latest findings from the Roy Morgan Single Source survey of over 50,000 Australian annually.
A detailed profile of age and gender demographics shows that women aged 25-64 make up the largest cohort of home interior early adopters (41%). Importantly men aged 35-49 are the fourth largest segment of home interior early adopters (319,000 Australian men aged 14+).

Gender and Age profile of home interiors early adopters

Source: Roy Morgan Single Source (Australia): April 2011 – March 2012, sample n=3,101.

Home interiors early adopters are active across many aspects of home decoration, re-modelling and maintenance. Nearly half of this group (45%) have made minor repairs or alterations around the home compared to the Australian average of 33%. While 34% have painted around the home (compared to the Australian average of 22%) and 31% have redecorated or refurbished their home (compared to 18% for the average Australian).

Home interiors early adopters 14+ re-modelling their home

Source: Roy Morgan Single Source (Australia): April 2011 – March 2012, sample n=3,101.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“With 3 million Australians at the forefront of home interiors trends it is interesting to see that 40% of these early adopters are men. Men aren’t all bunkered away in their shed, there are plenty that are having a keen say on what goes on inside the house as well.

“With only 45% of these early adopters having made an alteration to their home in a 12 month period this means that there is still potential to get these early adopters more active around the home. Those in the home interiors business should be looking at ways they can influence the breadth of activities that can be done around the home as well as the frequency of home re-decoration, especially for these early adopters.

“It’s also interesting to note that while magazines, including Home & Garden and Women’s Lifestyle titles, play a major part in this groups media consumption, they’re also keen readers of local community newspapers and unaddressed mail.”


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