02.04.02
Are
you a juggler or a wannabee - identify yourself among the seven
types of homes enthusiast
A
survey by the Βι¶ΉΤΌΕΔ's two homes magazines, coinciding with the Bank
Holiday weekend, has split the nation into seven different kinds
of homes enthusiast.
The
research, which has helped with the redesign of Βι¶ΉΤΌΕΔ Good Βι¶ΉΤΌΕΔs and
Βι¶ΉΤΌΕΔ Βι¶ΉΤΌΕΔs & Antiques, shows there's much more to home improvements
than simply loving or hating DIY.
The
seven categories are:
Eager
enthusiasts. The most passionate about decorating and DIY, their
home is light, airy, and uncluttered. They enjoy spending money
on their homes, entertaining friends and doing exercise. When it
comes to home improvements, they are looking for projects to be
passionate and inspired about.
Seasoned
enthusiasts. Enjoy the process of renovating and finishing touches
in the home as well as shopping for antiques. They live in homes
with natural, light colours with antique furniture and objects.
They are most inspired and confident at every stage of the home
improvements process and are creating a more traditional look than
the Eager Enthusiasts.
Family
jugglers. Keen to create a colourful modern home for their family,
their home will be untidy and not ultra trendy. They enjoy the home,
gardening, keeping fit with the family, cooking and wine. They are
looking for complete solutions to their DIY demands as they are
time pressured and will turn to high street brands to provide quick
solutions.
Wannabees.
Constantly looking for the latest home trends these are young couples
with modern tastes, they live in a show-house rather than a home.
Interests include keep-fit, cinema, buying CDs, and weekends away
via low cost airlines. They are looking for designer looks at high
street prices and want to appear stylish and trendy.
Set
in their ways. Mostly defined by their conservative and traditional
tastes. The home is important to them but they are not high spenders
on the home, preferring to spend only when things need replacing,
although they spend the most time in their homes than any other
group! Their homes reflect their traditional taste with pale colours
and dark wood furniture and antiques.
Just
wanna have fun. They live in the city, probably in a flat with a
lodger, and see no need to make improvements, other than arranging
a few ornaments or photos. Interests - him: music, film, clothes,
holidays; her: clothes, films, music. They'd be too overwhelmed
and overspent for home improvements anyway.
Simply
stressed. The home is a rented three-bedroom flat and it is untidy
and cluttered. The furniture will be worn and drab. There is no
cohesive style and what is there was probably there already. They
may enjoy dreaming of making improvements but if even if it happens
it will be confined by traditional tastes and tight budgets. Interests
include shopping for bargains at car boot sales.
Says
Publishing Director Marcus Arthur: "We've been looking in more
detail than ever before at how people in the UK feel about their
living space and everyone should be able to recognise themselves
as belonging to one of the groups we have identified. With the number
of households and new homes increasing there is huge potential for
the home improvements industry if it can meet the needs of consumers
effectively."
Based
on this and the rest of the research Βι¶ΉΤΌΕΔ Good Βι¶ΉΤΌΕΔs and Βι¶ΉΤΌΕΔ Βι¶ΉΤΌΕΔs
& Antiques magazines will both have a new look from their May
issues, on sale 5 April and 12 April respectively.
Notes
to editors:
Βι¶ΉΤΌΕΔ Good Βι¶ΉΤΌΕΔs' circulation fell by less than the market as a whole
at the last ABC (Jul-Dec 2001) to 121,312 (down 8.9% yoy), when
the title increased its market share.
Βι¶ΉΤΌΕΔ
Βι¶ΉΤΌΕΔs & Antiques is the leading up-market Βι¶ΉΤΌΕΔ Interest Magazine
with a circulation of 165,388 (ABC Jul-Dec 01).
Βι¶ΉΤΌΕΔ
Magazines - a division of Βι¶ΉΤΌΕΔ Worldwide Ltd, the main commercial
arm of the Βι¶ΉΤΌΕΔ - is the UK's third largest consumer magazine publisher
by readership and revenue, with a portfolio of over 30 regular titles
for adults, teenagers and children. The latest round of official
(ABC) circulation figures saw Βι¶ΉΤΌΕΔ Magazines' total circulation increase
by more than two percent year on year in July to December 2001,
out-performing both the number one and number two publishers (IPC
up 0.3% year on year and Emap down 1.9% year on year).
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