As the world continually evolves and changes, we are becoming more aware of how our daily routines affect our lives, and of the need to improve our living spaces. With this increased awareness, it’s no surprise that more and more people are tuning in to shows that offer a glimpse into home and garden decor, renovation, and design. But what demographic sets their alarms to wake up at 7am to catch these shows?
Through our research, we discovered a few key demographics that tend to watch home and garden shows more frequently than others – and they’re not who you might expect.
The Power of Millennials
Contrary to popular belief, it seems that millennials are the major audience for home and garden shows. Perhaps it’s because of the economic challenges that this generation faces, meaning that they’re more likely to rent instead of owning a home. As a result, renovating a rental property becomes an appealing prospect. Not to mention, millennials tend to care more about making their living spaces stylish, comfortable, and functional – qualities typically emphasised on home and garden shows.
According to a 2019 survey conducted by Houzz, nearly fifty percent of millennials have a plan for home improvement or renovation projects within the next couple of years. The same survey also revealed that millennials made up the majority of Houzz users, with almost 90% of them being homeowners.
In conclusion, it’s not just Gen X and Baby Boomers who are becoming more interested in home and garden projects. Millennials are quite the opposite, and it’s why they are often the ones who set their alarms early to catch their favourite shows.
The Gender Gap
You might be wondering, beyond age groups, what other factors come into play when it comes to the home and garden audience? Another significant demographic that tends to spend time watching home and garden shows are women.
Studies have shown that women are usually more interested in home design, renovation, and decoration than men. From a young age, girls are shown the value of creating a comfortable, welcoming home environment, which could explain why they remain more interested in home and garden shows as adults.
Mothers also tend to have a greater interest in home design, partly because they’re the ones who typically spend more time in the home. Therefore, they’re often more attuned to the decor and style needs that make their space feel more comfortable.
These facts indicate that the audience for the home and garden industry may not have much of a divide when it comes to age, but gender plays a more substantial role than some would think.
Location, Location, Location
It’s worth noting that there may be regional differences in who watches more home and garden shows. For example, urban residents are generally more interested in apartment living and are more likely to rent, while suburban homeowners are more likely to want to renovate or decorate.
According to research from Comcast Cable, homeowners in Charlotte, North Carolina, are among the most likely to search for home improvement content online. They’re mainly interested in DIY projects and how to decorate their spaces on a budget.
In short, your location may have an impact on the type of home and garden shows you tune into, so it’s worth paying attention to the content that’s popular in your area.
Q: How many millennials watch home and garden shows?
A: A 2019 survey from Houzz found that almost 90% of Houzz users are homeowners, and nearly fifty percent of millennials have a plan for home improvement projects within the next two years.
Q: Are women more interested in home and garden shows?
A: Generally, it has been observed that women are more interested in home and garden shows than men. This is because women typically spend more time in the home and are more attuned to decor and style needs that make their space feel more comfortable and welcoming.
Q: Are regional differences significant in determining home and garden show audiences?
A: Yes, there are significant regional differences in home and garden show audiences. For example, urban residents are more interested in apartment living and are more likely to rent, while suburban homeowners are more likely to want to renovate or decorate.
As we’ve discussed, there’s no simple answer to the question of which demographic wakes up at 7am to watch home and garden shows. It’s clear that millennials play a considerable role in the audience, and women are more interested than men, but beyond that, there are many factors at play. However, regardless of demographic, the universal appeal of home and garden shows is clear: we all want to design a beautiful, comfortable living space.