Monday, December 11, 2006
GfK defines Dream houses for Baby Boomers
What makes a dream home? A South Beach villa? Stick-style Victorian? The oneBarbie had? Images of fantasy mansions might come to mind, but for 25- to40-year-olds, the amenities that a house offers can make it a dream home. A recent study conducted by GFK Roper, a global research organization, found that for post-baby boomer generations, the ideal home is a reflection of values and aspirations.
For Generation X, the group born between 1965 and 1977, and their younger counterparts born after 1978 - often called Generation Y or echo boomers - a dream house isn't always extra acreage or a cul-de-sac. To this group - more than 81 million Americans - a dream house is one that provides comfort, security, style and technology.
Each year, about a third of generations X and Y move into larger or betterhomes, according to 2003 U.S. census data. Perhaps they are acquiring some ofthe comforts that the 1,000 respondents to the gfK survey said make a dreamhouse. Among the findings: Whirlpool baths are the most desired amenity fortwenty somethings, while gourmet kitchens are the highlight for those in their 30s.
"Dream houses are usually a reaction to a life stage, and it is interesting tosee how that translates to behavior," says Kathy Sheehan, the senior vice president of GFK Roper. "Gen X-ers are at childbearing age. That means that Gen-X homes are about the family center. They are looking for things that help them organize and eradicateclutter and chaos," she says. In addition to state-of-the-art kitchens, Gen X-ers said, a dream house had to have well-appointed, walk-in closets and serene outdoor spaces.
The survey found that echo boomers, who include young people who grew up usingthe Internet, are more likely to regard a dream home as a high-tech,entertainment venue. "The Gen-Ys are just starting to emerge socially," Ms. Sheehan said. "Technology and things that enhance life are heavy influences on that group." Because the home is considered a social hub, game rooms and fitness areas wereamong the most desired spaces for Gen-Ys. As the post-boomer generations age, their aspirations for their dream housesmirror their parents'. Both the baby boomers and Gen-Xers chose gourmet kitchens as the most important aspect of a dream house.
"Boomers waited much later to buy their dream houses, and now, they think of their homes as status symbols," Ms Sheehan says. Generations X and Y, however, are more likely to choose houses that suit theirindividual styles and needs, Ms. Sheehan says. "They have looked at enoughmagazines and other homes to know exactly what they want."
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For Generation X, the group born between 1965 and 1977, and their younger counterparts born after 1978 - often called Generation Y or echo boomers - a dream house isn't always extra acreage or a cul-de-sac. To this group - more than 81 million Americans - a dream house is one that provides comfort, security, style and technology.
Each year, about a third of generations X and Y move into larger or betterhomes, according to 2003 U.S. census data. Perhaps they are acquiring some ofthe comforts that the 1,000 respondents to the gfK survey said make a dreamhouse. Among the findings: Whirlpool baths are the most desired amenity fortwenty somethings, while gourmet kitchens are the highlight for those in their 30s.
"Dream houses are usually a reaction to a life stage, and it is interesting tosee how that translates to behavior," says Kathy Sheehan, the senior vice president of GFK Roper. "Gen X-ers are at childbearing age. That means that Gen-X homes are about the family center. They are looking for things that help them organize and eradicateclutter and chaos," she says. In addition to state-of-the-art kitchens, Gen X-ers said, a dream house had to have well-appointed, walk-in closets and serene outdoor spaces.
The survey found that echo boomers, who include young people who grew up usingthe Internet, are more likely to regard a dream home as a high-tech,entertainment venue. "The Gen-Ys are just starting to emerge socially," Ms. Sheehan said. "Technology and things that enhance life are heavy influences on that group." Because the home is considered a social hub, game rooms and fitness areas wereamong the most desired spaces for Gen-Ys. As the post-boomer generations age, their aspirations for their dream housesmirror their parents'. Both the baby boomers and Gen-Xers chose gourmet kitchens as the most important aspect of a dream house.
"Boomers waited much later to buy their dream houses, and now, they think of their homes as status symbols," Ms Sheehan says. Generations X and Y, however, are more likely to choose houses that suit theirindividual styles and needs, Ms. Sheehan says. "They have looked at enoughmagazines and other homes to know exactly what they want."
GfK surveys.com marketing marketing research
