Premium Homes Today

Premium Home readers view their homes as an integral part of their lives. So much so that 70% feel the credit crunch has scarecly impacted on their home spending

Premium Home readers view their homes as an integral part of their lives and a reflection on themselves.

Spending on their homes is a real enjoyment and seen as an investment for the future, it is this real passion for their homes that is impossible to suppress despite the strain of the credit crunch, as for this audience, it is not just a project it is a lifestyle…

Nearly 7 in 10 premium home readers feel that the credit crunch has only affected their spending a little or not at all and less than half plan on reducing spend on their homes. Home décor and design is a personal pleasure and a constant interest even when not currently working on a project, 8 in 10 are always on the look out for new ideas for their home.

Premium Homes Today, a bespoke piece of qualitative and quantitative research, provides insight into the readers of Southbank’s premium home titles, demonstrating the value of this audience and how they are continuing to spend in the credit crunch.

Insights from Premium Homes today include:
Home ownership
- What types of property they own and whether they own second properties
- The importance of their home

Home projects
- Attitudes towards home décor, design and finding ideas for their homes
- How often they decorate and what motivates them to do so
- What projects they have worked on

Purchase decisions
- The repertoire of shops they use for different homes product categories
- What is important when buying for their homes

Magazines & the internet
- Home interest magazines and websites driving purchase
- What they would consider buying online
- The role of magazines and websites and the complementary roles they play in the purchase decision

The effects of the credit crunch
- How has the changes in the housing market affected this audience
- What projects they plan to work on in the next year
- How their purchase habits have changed in light of the credit crunch

For more information please contact:

Andrew Marrs, Head of Insight 0203 148 3645 andrew_marrs@ipcmedia.com