By: Deirdre Sullivan
Published: April 15, 2014
Ikea was curious about what Americans want from their homes. Surprisingly, it has nothing to do with expensive upgrades.
The Swedish retailer’s first annual “US Life at Home Report” uncovered that, above all else, 95% of Americans consider comfort a top home feature. We’re not talking about cushy furniture or other features that makes life at home physically more comfortable. It’s an emotional thing. Ikea found that American consumers want their homes to have a feel-good environment so they can let their hair down and connect with loved ones.
Here are more nuggets from the report:
We aren’t show-offs: In fact, we’re modest (!). Ikea says, “… home in the U.S. is not so much about status or wealth. Or keeping up with the Joneses.” Only a mere 1% wants their abodes to reflect their success.
We love living rooms: Maybe that’s why open kitchens are hot. Homeowners don’t want to be separated from their favorite room. Of those polled, 65% agree it’s the most popular spot in the house.
We feel cramped in the kitchen: We’re starved for kitchen storage. We also want more elbowroom and counter space.
We use technology in the kitchen: But this has nothing to do with futuristic home gadgets. A total of 27% listen to music, use the computer, or watch TV while cooking or hanging out.
We stash stuff under our beds: The bedroom is another room that leaves us feeling squeezed for space. Fifty-four percent of Americans use the space under their beds for storage.
We want to save energy: If the opportunity popped up, 98% of us would buy an Energy Star rated appliance. We’re also starting to shift away from inefficient incandescent light bulbs. Forty-three percent of us have transitioned to LED bulbs and have at least one in the house.
We’re getting greener: A whopping 71% of Americans recycle at home. Twenty-eight percent want to generate their own solar power.
The panel for this study consisted of 4,000 U.S. consumers:
- A combination of male and female heads of household between the ages of 25-54
- Household income of at least $35,000.
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