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5. oktober 2014
Millennial Homeowners in Canada are Active Renovators and Decorators, Houzz Survey Finds
Home remodeling and decorating activity among Canadian Millennial homeowners on Houzz largely driven by the desire to customize a recently acquired home



Millennial homeowners in Canada are active home upgraders, according to the 2016 Houzz & Home survey from Houzz, the world’s leading platform for home renovation and design. The survey, of more than 23,000 respondents in Canada and over 225,000 respondents globally, revealed that more than half of Canadian Millennial homeowners on Houzz (ages 25-34) renovated their home in 2015 (56 percent versus 61 percent for those 35-54 and 62 percent for those 55 and older). In terms of decorating, Millennial homeowners on Houzz are even more active than other generations (76 percent versus 67 percent for those 35-54, and 60 percent for those 55 and older). The top trigger for renovations among this generation was the desire to customize a recently acquired home (52 percent versus 24 percent for those 35-54, and 19 percent for those 55 and older).

“As the largest survey of home remodeling, decorating, and building activity published, Houzz & Home provides unprecedented insights into how homeowners are updating their homes, including, increasingly, Millennials,” said Nino Sitchinava, principal economist at Houzz. “While the generation of homeowners between the ages of 24 and 34 still comprise a small share of the homeownership population, we’re finding that they are quite active when it comes to home upgrades, and are eager to make their homes their own.”

Half of renovating Canadian homeowners opt to take on a renovation instead of buying an already “perfect” home due to their desire to stay in their current home or lot (49 percent). A third choose the renovation route in order to remain in their current neighborhood (33 percent). Financial considerations such as renovation providing a better return on investment (32 percent) or being a more affordable option (27 percent) trail somewhat behind. For Millennials, however, financial considerations are more top of mind – 43 percent cite a better return on investment as the top reason for renovating versus buying, followed by affordability (35 percent). When it comes to the triggers behind taking on a renovation project, finally having the time tops the list for Canadian renovators (38 percent of homeowners who renovated their primary homes in 2015), ahead of finally having the financial means (35 percent).

Popular Projects

Renovating homeowners are prioritizing projects in their kitchens (29 percent), master/non-master bathrooms (19 and 25 percent, respectively) and living/family rooms (23 percent). Updating an outdated or undesirable design/style is the top issue addressed in Canadian bathrooms (52 percent), kitchens (47 percent) and other interior room renovations (39 percent). Many homeowners are tackling home systems upgrades including plumbing (30 percent), electrical (26 percent) and heating (21 percent). For exterior upgrades, top projects include updates to roofing (22 percent) windows/skylights (22 percent) and decking (20 percent).

Budget? What Budget?

Nearly one-third of renovating homeowners take on a remodeling project without setting a budget (31 percent), and nearly the same share exceed their established budget (29 percent). These figures are largely consistent across all age groups. The top budget buster is the decision to opt for more upscale products and materials (48 percent), ahead of products/services being more costly than expected (39 percent) and deciding to change the project scope/design (36 percent), signaling strong consumer confidence. Canadian homeowners on Houzz spent $81,000 on average in home improvements in 2015, with homeowners age 55 and over spending significantly more on home renovations than Millennial homeowners ($99,400 CAD vs. $63,500 CAD, respectively).

When it comes to spending on kitchen renovations – the top home renovation project in 2015 – homeowners spent an average of $37,400 CAD on major remodels* of a larger kitchen (15 square meters or more), and $25,200 CAD for major remodels of a smaller kitchen (less than 15 square meters). In terms of master bathrooms, the next most popular home renovation project, homeowners spent an average of $23,200 CAD on major remodels* of a larger master bathroom in 2015 (11 square meters or more), and $11,200 CAD for major remodels of a smaller master bathroom (less than 11 square meters). In terms of financing, the majority of homeowners continue to use personal savings/finances to fund their renovations (76 percent), followed by credit cards (20 percent) and home equity lines of credit (19 percent).

A Helping Hand

Four in five homeowners renovate their homes with professional help (81 percent). Professional hiring is popular across all generations of homeowners, although it is especially high among those age 55 and over (84 percent, vs. 80 percent for those 35-54 and 74 percent of those 25-34). A third of homeowners who hire a professional for their renovations select a general contractor (33 percent), while 13 percent hire an interior designer or decorator, and 12 percent hire a landscape contractor. Top specialty trades include electricians (46 percent), plumbers (38 percent), and carpenters (31 percent).

The Houzz & Home Survey

The annual Houzz & Home survey is the largest survey of residential remodeling, building and decorating activity published. The survey covers a wide range of renovation projects in 2015, from interior remodels and additions to home systems, exterior upgrades and outdoor projects. Data gathered includes historical and planned spends, professional involvement, motivations and challenges behind building, renovation and decorating projects, as well as planned activities for 2016. The 2016 study includes more than 23,800 respondents in Canada and 229,500 respondents worldwide, providing insights into the home improvement activity of the more than 40 million monthly unique users of the Houzz site and mobile apps.

The Houzz & Home Survey was sent to registered users of Houzz and fielded in March-June 2016. The Farnsworth Group, an independent market research firm, conducted the survey.

*A major remodel at minimum replaces all cabinetry and appliances. Additions are not included in these numbers. Numbers include both DIY projects and those which used design or construction professionals.

The full Canada report is available here.

About HouzzHouzz is the leading platform for home renovation and design, providing people with everything they need to improve their homes from start to finish – online or from a mobile device. From decorating a small room to building a custom home and everything in between, Houzz connects millions of homeowners, home design enthusiasts and home improvement professionals across the country and around the world. With the largest residential design database in the world and a vibrant community empowered by technology, Houzz is the easiest way for people to find inspiration, get advice, find products and hire the professionals they need to help turn their ideas into reality. Headquartered in Palo Alto, Calif., Houzz also has international offices in London, Berlin, Sydney, Moscow and Tokyo. Houzz and the Houzz logo are registered trademarks of Houzz Inc. worldwide. For more information, visit houzz.com.