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Consumer Awareness of Closet/Garage Organization Companies Pages 7-10 ... One-third of consumers have remodeled/built a garage in the past 3 years. ...

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The Home Organization Projects

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The Home Organization Projects Consumer Study

presents:

2008


Research Objectives

  • The specific objectives of this research investigation were to survey consumers to determine:

    • Awareness of closet and home organization companies

    • Awareness of garage organization companies

    • Sources of awareness of organization companies

    • Home organization projects completed in the past 3 years, by room and cost

    • Where they purchased organization systems

    • Planned organization projects in the next 2 years, by room and budget

    • Where they plan to purchase organization systems

    • Received/requested amenities for closet/home organization systems and/or garage organization systems


Research Methodology – Survey Overview

  • CLOSETS magazine sponsored this study among consumers regarding home organization projects.

  • Representatives from CLOSETS magazine and Vance Research Services (VRS) jointly designed the survey.

  • VRS handled online programming of the survey, tabulation and analysis.

  • On January 17, 2008 Survey Sampling International sent e-mail invitations to U.S. households who are members of a nationwide consumer panel that meet the following criteria:

    • currently own a home

    • household income of $75,000+

    • between the ages of 24-65

  • By final closing date of January 22, 2008, a total of 806 consumers had responded.

  • The following report is based upon this response.


Executive Summary

  • Consumer Awareness of Closet/Garage Organization Companies Pages 7-10

  • The majority of consumers (68%) are familiar with companies that provide components for closets and home organization systems.

  • Slightly more than half (52%) of consumers are familiar with companies providing components or systems for garage organization.

  • Magazine ads (58%) and displays in retail stores (55%) introduce consumers to closet/garage organization companies.

  • Home Organization Projects Completed in the Past 3 YearsPage 11-26

  • Master bedroom closets (33%) and garages (30%) are most common areas remodeled/built in the past 3 years.

  • On average, consumers are spending more for home offices, garages and pantries than for closets.

  • 33% of consumers have remodeled their master bedroom closets in the past 3 years.

  • More than one third (37%) purchased their home organization system from a professional.

  • 24% of consumers have remodeled their other bedroom closets in the past 3 years.

  • Nearly one-third (32%) of consumers purchased their non-master bedroom closet system from a professional closet company.

  • One-third of consumers have remodeled/built a garage in the past 3 years.

  • One-third (31%) purchased their garage organization system from a professional.

  • 29% of consumers have remodeled their home office in the past 3 years.

  • More than one-third (35%) purchased their home office organization system from a professional.

  • Less than one-third (20%) have built/remodeled their pantry in the past 3 years.

  • More than one-third (31%) of consumers purchased their pantry organization system from a professional.

  • 27% of consumers have built/remodeled their laundry room in the past 3 years.

  • Less than one-third (22%) purchased their laundry room organization system from a professional.

  • Consumers often install projects themselves, as in past years.


Executive Summary

  • Planned Home Organization projects in the Next 2 Years Pages 27-41

  • 24% of consumers plan to remodel or build their garage in the next 2 years.

  • More than $5,000 is budgeted to be spent on home offices and garages within the next two years.

  • On average consumers who plan to build/remodel their master bedroom closet plan to spend $4,770.

  • Slightly more than one-third (38%) plan to purchase their master bedroom closet organization system from a professional.

  • On average, consumers plan to spend $4,438 on other bedroom closets.

  • Slightly more than one-third (27%) plan to purchase their other bedroom closet organization system from a professional.

  • An average $5,039 is planned to be spent on garage improvements.

  • Slightly less than one-third (27%) plan to purchase their garage organization system from a professional.

  • An average $5,408 is budgeted for home office improvements.

  • More consumers plan to purchase their home office organization system from a retail store (48%) than a professional garage or closet company (25%).

  • An average $4,811 is budgeted to renovate pantries.

  • 23% plan to purchase pantry organization systems from a professional garage or closet company.

  • On average $4,523 is budgeted for laundry room improvements.

  • The majority (37%) plan to purchase their laundry organization system from a retail store.


Executive Summary

  • Requested Amenities Pages 42-45

  • Drawers are the top requested amenity for closets.

  • Cabinets are the most requested amenity for garage systems.

  • Almost half (46%) have added or may add a Murphy Bed.

  • Demographics Pages 46-50

  • 62% of respondents are female.

  • On average, respondents make $222,146 per year.

  • The average age of respondents is 50.

  • 68% of respondents have never visited a closet showroom.

  • Three Year Comparisons Pages 51-59

  • The largest increase in spending was on the home office.

  • Displays in retail stores and magazine ads consistently introduce consumers to closet/garage organization companies.

  • Consumers hired professionals in 2007 at the same level as they did in 2006.

  • Fewer consumers installed organization systems themselves (DIY) and used professionals in 2007 than in 2006.

  • 5% fewer consumers are familiar with companies providing components/systems, especially for closet and home organization, in 2007 than in 2006.

  • 12% more consumers are familiar with companies that provide components/systems specifically for garage organization in 2007 than in 2006.

  • Significantly fewer consumers plan to remodel/rebuild garages in the next 2 years.

  • Adjustable hangers is the top garage amenity increase from 2006 to 2007.


Consumer Awareness of Closet/Garage Organization Companies


The majority of consumers (68%) are familiar with companies that provide components for closets and home organization systems.

Q: Are you personally familiar with companies that provide components/systems specifically for closet and home organization?

  • 68% of consumers are aware of companies that provide components for closets and home organization systems.

Base: 806


Slightly more than half (52%) of consumers are familiar with companies providing components or systems for garage organization.

Q: Are you personally familiar with companies that provide components/systems specifically for garage organization?

Base: 806


Magazine ads (58%) and displays in retail stores (55%) introduce consumers to closet/garage organization companies.

Q: How did you become familiar with the concept of closet, garage and/or home organization suppliers?

  • Consumers also have increased awareness of closet/garage organization companies through web sites.

* Based on those who are familiar with closet & home organization companies and/or garage organization companies

Base: 546


Home Organization Projects Completed in the Past 3 Years


Master bedroom closets (33%) and garages (30%) are the most common areas remodeled/built in past 3 years.

Q: Which of the following areas of your home, if any, did you remodel or were involved in new construction decisions in the last 3 years?

  • Home Offices (29%) fall third in line, with slightly less than

  • one-third of consumers remodeling or building in the past 3 years.

Base: 806


On average, consumers are spending more for home offices, garages and pantries than for closets.

Q: Please indicate the approximate cost for the finished job in each area.

  • Home offices cost an average $5,449 followed closely by garages, $4,916, and pantries, $4,831.

  • Master bedroom closets cost an average $4,435.

Mean Summary

Base: 806


33% of consumers have remodeled their master bedroom closets in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • 19% have spend $1-$2,500 on that project, with the average project costing $4,435.

Master Bedroom Closet

Mean – $4,435

Base: 806


More than one third (37%) purchased their home organization system from a professional.

Q: Where did you purchase the master bedroom closet organization system?

  • 44% of consumers purchased their master bedroom closet organization system through a retail store.

Base: 270


24% of consumers have remodeled their other bedroom closets in the past 3 years.

  • 17% of consumers spend $1-$2,500 on the project with an average of $4,206 being spent.

Other Bedroom Closet

Mean - $4,206

Base: 806


Nearly one-third (32%) of consumers purchased their non-master bedroom closet system from a professional closet company.

Q: Where did you purchase your other bedroom closet organization system?

  • 44% of consumers purchased the other bedroom closet organization system at a retail store.

Base: 211


One-third of consumers have remodeled/built a garage in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • 16% of consumers spent $1-$2,500 on their garage project, with an average of $4,916 being spent overall.

Garage

Mean - $4,916

Base: 806


One-third (31%) purchased their garage organization system from a professional.

Q: Where did you purchase the garage organization system?

Half (50%) purchased their garage organization system from a retail store.

Base: 239


29% of consumers have remodeled their home office in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • 13% of consumers spend $1-$2,500 on their home office, with the average being $5,449 overall.

Home Office

Mean - $5,449

Base: 806


More than one-third (35%) purchased their home office organization system from a professional.

Q: Where did you purchase the home office organization system?

  • Slightly less than half (47%) of consumers purchased their home office organization systems from a retail store.

Base: 228


Less than one-third (20%) have built/remodeled their pantry in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • On average, $4,831 was spent on the pantry projects.

Pantry

Mean - $4,831

Base: 806


More than one-third (31%) of consumers purchased their pantry organization system from a professional.

Q: Where did you purchase the pantry organization system?

  • 41% purchased the pantry organization system from a retail store.

Base: 166


27% of consumers have built/remodeled their laundry room in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • An average $4,360 was spent on laundry room projects.

Laundry Room

Mean - $4,360

Base: 806


Less than one-third (22%) purchased their laundry room organization system from a professional.

Q: Where did you purchase the laundry room organization system?

  • 53% purchased their laundry room organization system from a retail store.

Base: 215


Consumers often install projects themselves, as in past years.

Q: For the organization system that you purchased, did you:

*Based on those who purchased their organization system at a retailer or from an online provider

DIY and professional installation are tied when it comes to pantry organization systems.


Planned Home Organization Projects in the Next 2 Years


24% of consumers plan to remodel or build their garage in the next 2 years.

Q: Which of the following areas of your home, if any, are you planning to remodel or build in new construction within the next 2 years?

Nearly one-quarter (23%) plan to remodel/rebuild their master bedroom closet.

21% plan to remodel/build their laundry room in the next 2 years.

Base: 806


More than $5,000 is budgeted to be spent on home offices and garages within the next two years.

Q: Please indicate the approximate budget for the planned home improvements.

* Based on those indicating plans to remodel/build the area in the next 2 years.

More than $4,500 is budgeted to be spent on home offices, garages, pantries, master bedroom closets and laundry rooms.

Mean Summary

Base: 806


On average consumers who plan to build/remodel their master bedroom closet plan to spend $4,770.

Q: Please indicate the approximate budget for the planned home improvements.

Master Bedroom Closet

12% plan to spend $1-$2,500 on their master bedroom closet.

Mean – $4,770

Base: 806


Slightly more than one-third (38%) plan to purchase their master bedroom closet organization system from a professional.

Q: Where do you plan on purchasing the master bedroom closet organization system?

39% plan to purchase master bedroom closet organization system from a retail store.

Base: 185


On average, consumers plan to spend $4,438 on other bedroom closets.

Q: Please indicate the approximate budget for the planned home improvements.

Other Bedroom Closet

20% plan to build/remodel other bedroom closets, and are budgeting realistically for what they cost.

Mean - $4,438

Base: 806


Slightly more than one-third (33%) plan to purchase their other bedroom closet organization system from a professional.

Q: Where do you plan on purchasing the other bedroom closet organization system?

Slightly less than half (46%) plan to purchase their other bedroom closet organization system from a retail store.

Base: 156


An average $5,039 is planned to be spent on garage improvements.

Q: Please indicate the approximate budget for the planned home improvements.

Garage

12% have budgeted $1-$2,500 for garage improvements.

Mean - $5,039

Base: 806


Slightly less than one-third (27%) plan to purchase their garage organization system from a professional.

Q: Where do you plan on purchasing the garage organization system?

48% plan to purchase their garage system from a retail store.

Base: 159


An average $5,408 is budgeted for home office improvements.

Q: Please indicate the approximate budget for the planned home improvements.

Home Office

Mean - $5,408

Base: 806


More consumers plan to purchase their home office organization system from a retail store (48%) than a professional garage or closet company (25%).

Q: Where do you plan on purchasing the home office organization system?

Base: 190


An average $4,811 is budgeted to renovate pantries.

Q: Please indicate the approximate budget for the planned home improvements.

Pantry

Mean - $4,811

Base: 806


23% plan to purchase pantry organization systems from a professional garage or closet company.

Q: Where do you plan on purchasing the pantry organization system?

Less than half (44%) plan to purchase their pantry organization system from a retail store.

Base: 133


On average $4,523 is budgeted for laundry room improvements.

Q: Please indicate the approximate budget for the planned home improvements.

Laundry Room

Mean - $4,523

Base: 806


The majority (37%) plan to purchase their laundry organization system from a retail store.

Q: Where do you plan on purchasing the laundry room organization system?

Slightly less than one-third (32%) plan to purchase the laundry organization system from a professional.

Base: 135


Requested Amenities


Drawers are the top requested amenity for closets.

Q: For your purchased or planned closet/home organization system, which of the following amenities did you/will you receive or request?

* Based on those who have built/remodeled in the past 3 years and/or plan to in the next 2 years

Almost half want/have accent lighting (48%), doors (43%), and shoe cubbies or shelves (42%).

Base: 90


Cabinets are the most requested amenity for garage systems.

Q: For your purchased or planned garage system, which of the following amenities did you/will you receive or request?

* Based on those who have built/remodeled their garage within past 3 years and/or plan to in the next 2 years

Nearly half have or plan to have cabinets (47%) and shelves (46%).

Base: 90


Almost half (46%) have added or plan to add a Murphy Bed.

Q: Have you added or are you thinking of adding a Murphy Bed (pull-down)?

Base: 90

45

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Demographics


62% of respondents are female.

Q: Are you…

Base: 806

47

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


On average, respondents make $222,146 per year.

Q: Please indicate which best describes your annual household income.

Mean

Total = $222,146

Base: 806

48

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


The average age of respondents is 50.

Q: Please indicate which best describes your age.

Mean Age = 50

Base: 806


68% of respondents have never visited a closet showroom.

Q: Have you ever visited a closet showroom?

Base: 806

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Three Year Comparisons


The largest increase in spending was on the home office.

Q: Please indicate the approximate cost for the finished job in each area.

* Based on those indicating remodeling/building for the area in the past 3 years

Mean Summary


Displays in retail stores and magazine ads consistently introduce consumers to closet/garage organization companies.

Q: How did you become familiar with the concept of closet, garage and/or home organization suppliers?

* Based on those who are familiar with closet & home organization companies and/or garage organization companies

Property of Vance Research. Cannot be duplicated without permission. 53

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Consumers hired professionals in 2007 at the same level as they did in 2006.

Q: For the organization system that you purchased, did you: Hire a Professional

*Based on those who purchased their organization system at a retailer or from an online provider

Property of Vance Research. Cannot be duplicated without permission. 54

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Fewer consumers installed organization systems themselves (DIY) and used professionals in 2007 than in 2006.

Q: For the organization system that you purchased, did you: Install it Yourself

*Based on those who purchased their organization system at a retailer or from an online provider

Property of Vance Research. Cannot be duplicated without permission. 55

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


5% fewer consumers are familiar with companies providing components/systems, especially for closet and home organization, in 2007 than in 2006.

Q: Are you personally familiar with companies that provide components/systems specifically for closet and home organization?


12% more consumers are familiar with companies that provide components/systems specifically for garage organization in 2007 than in 2005.

Q: Are you personally familiar with companies that provide components/systems specifically for garage organization?


Significantly fewer consumers plan to remodel/rebuild garages in the next 2 years.

Q: Which of the following areas of your home, if any, are you planning to remodel or build in new construction within the next 2 years?

Significantly fewer consumers in 2007 say they plan to remodel/build in the next two years than in 2006.


Adjustable hangers is the top garage amenity increase from 2007 to 2008.

Q: For your purchased or planned garage system, which of the following amenities did you/will you receive or request?


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