Home Accents Today Consumer Views 2016
Originally published in the September 2016 print issue of Home Accents Today
Home Accents Today’s exclusive consumer survey report explores the topics of interior designers, the consumer path to purchase for home accents and which rooms today’s buyers plan to redecorate next.
Nearly two out of 10 affluent households, defined as those with incomes of $100,000 or more, have hired a designer. Among those, 10% have hired an independent designer and 8% have used a designer employed by a home accent or furniture store. That’s according to the more than 1,000 Apartment Therapy readers answering our exclusive survey.
Consumers use in-store shopping within brick-and-mortar stores and online sources when researching home accent products before buying. With lamps and lighting, 62% of buyers go online to research and 55% check out product in store. When it comes to wall décor, 52% look at websites and half research within brick-and-mortar stores. And, with area rugs, seven out of 10 go online and 43% look in store before making a purchase.
The living room is the first room and the master bedroom is the second room responding consumers would redecorate. That’s the case no matter where responding consumers live, how old they are or how much money they earn.
About the data: Home Accents Today fielded an online consumer survey to the readers of New York-based Apartment Therapy. The survey asked home decorating questions and garnered responses from 1,120 consumers.