Britons are increasingly becoming more enthusiastic about interior design and men in their thirties are now the most passionate about making their home look beautiful.
The study, commissioned by IKEA to celebrate its 30th anniversary in the UK, found that Britons spend 126 hours a year searching online for home-decor inspiration or items to buy, with men browsing for 150 hours.
On average, Britons post 103 images of their homes on the likes of Instagram and Pinterest each year, with men in their thirties posting the most images on their social channels, sharing up to 138 pictures a year.
According to the study, the average Briton spent £886 last year redecorating their home, with those in their thirties typically splashing out £1,364 on home-decor. In fact, research found that on average homeowners refreshed their home in some way at least four times a year with thirty-somethings typically redecorating or redesigning their properties eight times a year.
Nearly a quarter of those in their thirties (22 per cent) admit they are keen to impress visitors and 11 percent confess to being driven by the desire to make their home look better than their friends. Despite having left home, the opinion of Mum and Dad is what counts the most – with 20 percent wanting to impress their mother more than anyone else and 12 percent their father.
Priorities in the home have also changed over time, 28 percent admit how stylish their home looks is more important than how warm it is, how fast the WiFi is or how close it is to amenities like local shops.
The research has shown over the last decades, Brits have developed their own unique personal styles and IKEA has been at the forefront of this interiors revolution across the UK.
IKEA is celebrating how life at home has changed over the last three decades by recreating British living-rooms from the past 30 years as well as looking ahead to what the future may hold. By day, the ‘Instagrammable’ exhibition space will give a snapshot of how Britain’s living-rooms have evolved over the last 30 years – holding up a mirror to how tastes have changed through an immersive living-room. By night the space will be transformed into a series of house parties from each decade – with suitable food and music allowing visitors to party like it’s 1999 (89, 2009, 2019 and 2049).
Laurent Tiersen, Marketing Manager IKEA UK & Ireland said “Life at home has changed dramatically in the UK over the last 30 years and IKEA has been at the heart of it. It’s been fascinating to see how people have developed a real passion for interiors and home-décor. It’s great to see IKEA as a facilitator of this movement and we believe it’s a result of the accessibility of our products. We are delighted to be hosting a week long house party to celebrate 30 years of IKEA in the UK which will showcase life at home throughout the different eras and looking towards the future.”
The IKEA House Party is open daily from Wednesday 19th October – Saturday 21st October, 12pm – 6pm, free of change, no booking required. Due to an unprecedented response, evening tickets are now sold out however there may be a limited number of tickets available on the door.