DRIVING DESIGN: FROM THE FRONT SEAT TO THE FRONT PORCH
Nearly 70 Percent of Homeowners Tour Neighborhoods Looking for Inspiration
in Their Drive for Great Home Design
MAUMEE, Ohio (January 11, 2006) -- When it comes to their homes' exterior, where
do most Americans get their design inspiration? And, what are they inspired to do?
A new study,
"Driving Design: From the Front Seat to the Front Porch", fielded
by Harris Interactive and Therma-Tru Doors, looks at how American homeowners find
inspiration for the exteriors of their current homes or the new homes they are building.
The study also evaluates the key elements of exterior styling that most influence
them, what exterior improvement projects they would like to undertake, and what
celebrity homes they would like to emulate.
While there are many new home improvement magazines and television shows that provide
American homeowners new sources for inspiration, a time-trusted tradition is still
popular for those planning a remodeling project or building a new home -- the drive
for design. In fact, nearly 70 percent of homeowners tour neighborhoods in their
cars looking for great ideas and products to incorporate into their homes. This
is especially popular among those with household income between $50,000 and $99,999
(77%); those ages 35-54 (75%); and those living in the South (75%). Nearly 25 percent
take photographs of homes they like for future reference.
"We wanted to know where homeowners -- and even builders and remodelers -- get
their ideas and inspiration for their homes, whether they are building a new home,
buying an existing home or remodeling their current home," said Hal Gardner, vice
president of marketing for Therma-Tru Doors. "We know what a challenge it is to
select exterior elements that work together and contribute to the curb appeal of
the home. Our research shows that builders and remodelers see the integration of
the exterior elements with a home's architectural style as a priority. And with
this new study, we've learned that this is a priority for homeowners, as well."
The study,
"Driving Design: From the Front Seat to the Front Porch" found
that driving through neighborhoods is one of the best ways homeowners get ideas
and inspiration for their homes, whether they're building a new home or remodeling
their existing home. The research showed this is true for 70 percent of homeowners,
and also showed that for a majority, the front door and front porch are among the
most attention-getting elements and the second most common item that homeowners
want to change in their own homes.
Key findings include:
·
The home elements that men and
women study when driving through a neighborhood differ slightly. Women give
landscaping top billing at nearly 95 percent, followed by architectural style,
the front porch and front door. Men ranked landscaping first, too, but gave it
less preference than women. A lower percentage of men than women studied the
front door, front porch and windows, but a higher percentage paid attention to
the siding and roof.
|
What Exterior Elements Do They Study? |
Women |
Men |
|
· Landscaping |
94% |
84% |
|
· Architectural style
|
70% |
72% |
|
· Front door |
67% |
62% |
|
· Front porch |
65% |
58% |
|
· Windows |
63% |
56% |
|
· Siding/exterior surface
|
58% |
73% |
|
· Lighting |
51% |
39% |
|
· Roof |
39% |
55% |
·
But homeowners don't just stop at
taking inspiration from others' homes, many would copy a house that they liked,
as 63 percent of women and 60 percent of men said they wouldn't mind imitating
someone else's style. Those in the highest income bracket, $100,000+, were most
likely to pursue this practice (73%) as were Southerners (65%).
·
Celebrity homes are great role
models for American homeowners. More than half of the female respondents (53%)
said they would copy all or certain elements of a celebrity's home. For younger
homeowners, those 18-34 years old, celebrity inspiration is much more important,
as 70 percent would copy their idol's abode. Rankings include:
|
Celebrity Homes to Copy |
Women |
Men |
|
· Martha Stewart's
farmhouse |
26% |
24% |
|
· Tony Soprano's home on
"The Sopranos" |
12% |
14% |
|
· Suburban Chicago home in
"Home Alone" |
13% |
11% |
|
· Susan Myer's home on
"Desperate Housewives" |
7% |
7% |
|
· Bree Van de Camp's home
on "Desperate Housewives" |
7% |
0% |
·
Martha Stewart's home was the
most popular among respondents from all four geographic regions, with 33 percent
of those in the East ranking her home style first. But there were geographic
preferences. Nearly 20 percent (18%) of those in the East would copy Tony
Soprano's home in New Jersey, while 20 percent of those in the Midwest preferred
the "Home Alone" home in Chicago and 11 percent of Southerners would copy Susan
Myers' home on Wisteria Lane.
·
When remodeling or building a new
home, homeowners turn to the home improvement media first, followed by the
inspiration from friends, family, neighboring homes and construction
professionals. But, most took ideas and advice from many sources, including:
|
Sources of Inspiration |
Women |
Men |
|
· Home magazines
|
66% |
55% |
|
· Home
improvement/gardening TV and radio shows |
56% |
48% |
|
· Friends and family
|
55% |
44% |
|
· Neighboring homes
|
45% |
50% |
|
· Construction
professionals |
38% |
59% |
|
· Newspapers |
10% |
10% |
·
Men are most likely to go to
construction professionals as their primary source for advice (30%) while women
first turn to home improvement magazines (24%) and friends and family (23%).
·
When it comes to changing one
exterior element of their current home, homeowners would start with the yard,
upgrading their landscaping before tackling the structural elements of their
home. Top changes include:
|
Top Change in Exterior Elements |
Women |
Men |
|
· Landscaping |
24% |
20% |
|
· Front door/front porch
|
18% |
17% |
|
· Siding/exterior surface
|
15% |
13% |
|
· Architectural style
|
13% |
9% |
|
· Windows |
11% |
15% |
|
· Lighting |
4% |
2% |
|
· Roof |
4% |
4% |
·
Siding and windows were the top
changes in the East (18% for each) as homeowners work to upgrade an aging
housing stock. Landscaping tops the charts in the South and Midwest (24% each)
as well as the West (23%). Only 11 percent said they wouldn't make any changes
to their homes.
·
The primary drivers for exterior
improvements are style and condition of the existing elements. Old, out-of-date
style and materials are the primary factor for nearly 30 percent of homeowners
(28%), followed by poor condition (26%), ugly design or color (15%), improper
fit with the home's architectural style (6%) and faulty installation (3%).
About Therma-Tru Doors
Therma-Tru Doors manufactures the most preferred brand of fiberglass and steel exterior door systems. Founded in 1962, Therma-Tru pioneered the fiberglass entry door industry, and today offers a complete portfolio of entry and patio door system solutions, including decorative glass doorlites, sidelites and transoms, and door components. For more information on Therma-Tru Doors, visit www.thermatru.com or call (800)537-8827.
CONTACT: Therma-Tru, Sara Theis, 419-891-7400 ext. 7426.
