Study: 60% of Boomers and Mature Consumers Plan to
Atlanta, GA, October 27, 2006--Key findings of a study conducted of baby boomers and mature customers, for Home Depot, show that a majority of those 50 and older want to stay in their current homes for the foreseeable future and plan improvements or a remodel during that time.
Life events common to the 50-plus population -- retirement, the birth of a grandchild, caring for an elderly parent, an adult child moving home -- often are triggers for projects to improve home comfort and functionality in anticipation of spending more time at home enjoying hobbies and entertaining friends and family.
Conducted by Focalyst, the study gathered data from more than 30,000 consumers from the baby boom generation and older. The Home Depot, the world's largest home improvement retailer, sponsored the study to gain insight into the housing preferences and home improvement needs among this audience of more than 125 million Americans.
"This is a dynamic consumer group with a wide range of interests and needs, and we want to enable them to make the most of their home regardless of life stage," said Roger Adams, CMO and senior vice president of Marketing for The Home Depot. "When our boomer and 50-plus customers plan home improvement projects, we offer the products, services and know-how they need to create an intergenerational living space that welcomes family members of all ages and abilities."
Key home improvement findings for consumers 50 and older include the following:
* 60 percent expect to live in their current residence during the next
five years.
* 65 percent plan to remodel or improve their homes.
* 42 percent of all home improvement projects will be done by outside
contractors.
* 77 percent believe how their home looks is an important part of who they
are.
* 73 percent say the kitchen is the most important room for them.
Homeowners of any age can benefit by incorporating innovative designs into their home improvement plans, creating not only a stylish environment reflective of how they live today, but also a safe and comfortable home for years to come. Following are home modification suggestions for two key areas of any home, the kitchen and bath:
In the kitchen
* Under-cabinet task lighting brightens countertops, lessening eyestrain.
* Pull-down shelving removes effort from pantry access.
* Slide-out drawers eliminate the need to twist or bend to access pots and
pans.
* Elevated dishwashers reduce stooping or bending.
* D-shaped cabinet and drawer handles are easier to grasp.
* Anti-scald devices reduce the risk of hot water burns for everyone.
* 36" countertop height reduces back strain and promotes easier access.
* Adjustable countertops offer added flexibility and convenience of
access.
* Softer, natural flooring reduces back and foot strain for periods of
standing.
In the bath
* Motion-sensing faucets are ideal for those with arthritis.
* Sinks and vanities should be placed at a comfortable height.
* Lever handles on faucets and doors make it easier at any age.
* Smooth counter edges prevent bumps and bruises.
* Strategically placed grab bars in the shower reduce fall risk.
* 17" toilet height offers maximum ease and comfort.
* Bath and shower chairs add extra comfort and convenience.
The Home Depot used the Focalyst research and these design tips to develop its exhibit at Life@50+ | AARP's National Event & Expo taking place Oct. 26-28 in Anaheim, Calif.
