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24.03.16



HOME IS WHERE THE HEART IS



Home really is where the heart is, as findings unveiled in a study, a first of its kind, show 55% of respondents would not consider buying a new house if they won the national lottery, illustrating that people have a strong emotional attachment to their homes.
The report released today (Tuesday 22nd March 2016) by homes solutions retailer, House of the Bath, part of NBrown Group takes a detailed look into the home life, retirement plans, sleeping habits and hobbies of the Baby Boomers as they come out the other side and head into their golden years, sees a further 60% claiming it’s the memories you make that makes a house a home, and highlights that there’s more to a house than bricks and mortar.

An overwhelming majority (95%) of the 2,000 men and women over 50 years of age that were quizzed believe comfort is more important than style in the home. Furthermore, when it comes to retirement nearly nine out of ten respondents would like to retire in their own home with only a minimal 4% willing to retire abroad, further cementing the emotional ties that this age group has with their home.

Whist men and women agreed that the memories you make is the key to what makes a house a home, there are some gender differences. The way to a man’s heart is clearly through his stomach with over half (52%) of them believing the smell of cooked food is what makes a house a home with a further 47% believing it’s your own bed.

In contrast, women feel cosiness (58%) and warmth (52%) to be the contributing factors, highlighting this gender to be the one in need of security.
Differences between the sexes were also found in the bedroom. 22% of male respondents believe that someone to sleep next to was the key to a good night’s sleep amongst this age group. Although according to nearly the same amount of women (23%) the key is sleeping alone.

Men and women unite again when it comes to concerns about growing old. Nearly six out of 10 respondents (59%) in this age group are most concerned about losing their independence when they grow old. Losing one’s memory was also rated highly amongst both men and women (56%).
James Lowe, Managing Director at House of Bath said: “Our report clearly shows that this age group has an emotional tie with their homes and are reluctant to give them up. With house prices being 11 times more than the annual British salary and grandparents duties beckoning, these may have a contributing factor, but it’s hard to ignore the apparent emotional attachment that the ‘Goldies’ have with their castle.

“These findings are also reflected in the buying habits of our customers, with most opting to spruce up the home with products such as artificial flowers, garden ornaments and clever storage solutions for every room, which are all best sellers, rather than look to buy a new home after a number of years. “ concluded Lowe .
The study makes interesting reading and with a population that has undergone many social changes the past decade, means that life for those in their fifties has increasingly become the mid-life with a great deal still to achieve as they head into their sixties, seventies and beyond.

Further findings include:
• 42% of Goldies claim to have changed their mattress over four years ago.
• This timeframe is the norm with other household items including sofa cushions (26%), shower curtain (17%), carpets (37%), duvet (20%), curtains (15%).
• 44% of respondents believe that stained walls are the biggest turn off when buying a house.
• 18% of men recounted messy hallways as being the biggest turn off. In contrast only 1% of women thought this to be the case.
• The South-East is the DIY Capital of the UK. 32% of respondents in this region would undertake DIY.
• Nearly a quarter (22%) of this generation see Downton Abbey as the most desirable fictional house to live in.
• No background noise is the key to a better night’s sleep according to 36% of men and women over 50 years of age.
• Men and women in their Golden Years get an average of 6.5 hours sleep per night, with over half (51%) claiming to need 7-9 hours.
• Men need on average 30 minutes more sleep per night than their female counterparts
• Nearly a quarter (24%) of respondents take up some kind of sport in their retirement, and strongly believe it keeps them feeling young.
• Overall, women would rather take up Tai Chi than start a new collection post retirement.
• 15% of men said nothing concerns them about growing old, compared to only 7% of women citing this to be true.
• Surprisingly, the majority of respondents (59%) believe that nothing puts them off online shopping, with only 5% in this age group not shopping online at all.

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