LIFE AT HOME 2016 HELSINKI

Transcription

1 LIFE AT HOME 2016 HELSINKI

2 About the survey An online survey was conducted in (incl. Espoo & Vantaa) between May 13 th and May 20 th answers were collected and the average response time was 18 minutes. The age span of the respondents is set to years for all cities in order to maintain comparability between cities. Global survey For the global Life at Home report, answers were collected, with respondents evenly distributed between Stockholm, New York, London, Paris, Berlin, Mumbai, Shanghai, Moscow, Zürich, Madrid, Sydney and Toronto. In comparison with the total, it is the average for these twelve markets that are referred.

3 BACKGROUND VARIABLES

4 Background respondents Gender Current situation Full-time employee 44 % 50 % 50 % Female Male Retired Unemployed Full-time student Part-time employee 22 % 8 % 7 % Self-employed Full-time homemaker 2 % Temporarily/seasonally employed 1 % Other 4 % Age 61+ years years years years 1 17 % 21 % 2 Education Post upper secondary school education, 3 years or more Post upper secondary school education, shorter than 3 years Upper secondary school Secondary school 14 % 9 % 28 % 45 % years 22 % Don't know Base:

5 Background respondents Who lives in your household? Spouse/ Partner Dog(s) 18 % Children aged years 15 % Children aged 4-7 years 14 % Cat(s) 1 Children aged 8-12 years 12 % Children aged 1-3 years Your parents or your partner's parents 9 % Children aged % Pets that are not cats or dogs 4 % Brother(s)/Sister(s) 4 % Children aged less than a year 79 % How many people live in your household? 32 % 37 % 15 % 1 % 1 % 0 % 0 % 0 % 0 % Prefer not to say How many rooms are there in your household? Friend(s)/flatmate(s) Other relatives Grandchild(ren) Grandparent(s) Other Base: 1 % 1 % 0 % 1 % 8 % 1 24 % 20 % 17 % 8 % 4 % 1 % 0 % 1 % 0 % Prefer not to say

6 Living situation Question: Which, if any, of the following statements describe your situation? Time before feeling at home after moving Question: Thinking about the last time you moved, how long did it take before you felt at home in your new residence? I rent the household that I live in 35 % 4 I felt at home immediately 30 % 42 % I live in the same city as the majority of my family 31 % 38 % After a week 15 % 17 % I have moved away from my home town in order to find a job/to study 1 After a month 17 % 25 % I have more than one place of residence 7 % 10 % After six months 12 % I have moved to new housing at least twice during the latest two years After a year I have children living at my residence periodically 10 % I don't feel at home in my new residence None of the above 15 % 19 % Can't answer 7 %

7 Time awake at home on a typical day Question: On a typical day, how much time do you spend at home awake (at your place of residence)? How much time do you spend at home awake? 42 % 0 % 1 % 2 % 10 % 14 % 12 % 1 2 % Up to 1 hour 1-2 hours 2-3 hours 3-4 hours 4-5 hours 5-6 hours 6-7 hours 7-8 hours 8 hours or more Can't answer Base:

8 INTRODUCTION

9 Overall life satisfaction Question: Taking everything in to account, how satisfied would you say that you are with the following? Your current living situation 79 % 15 % 0: Extremely unsatisfied, 10: Extremely satisfied 69 % 21 % 9 % Your current relationships 74 % 1 9 % 0: Extremely unsatisfied, 10: Extremely satisfied 70 % 19 % 9 % Your physical health 65 % 25 % 9 % 0: Extremely unsatisfied, 10: Extremely satisfied 6 25 % 9 %

10 Overall life satisfaction Question: Taking everything in to account, how satisfied would you say that you are with the following? Your economic situation 5 27 % 19 % 0: Extremely unsatisfied, 10: Extremely satisfied 55 % 29 % 15 % Your work life 55 % 20 % 14 % 0: Extremely unsatisfied, 10: Extremely satisfied 54 % 25 % 15 % Your overall happiness 75 % 19 % 0: Extremely unsatisfied, 10: Extremely satisfied 69 % 2 8 %

11 Overall life satisfaction Question: Taking everything in to account, how satisfied would you say that you are with the following? Your overall wellbeing 0: Extremely unsatisfied, 10: Extremely satisfied 7 20 % 68 % 24 % 7 % Your home 0: Extremely unsatisfied, 10: Extremely satisfied 80 % 15 % 4 % 75 % 19 %

12 Feelings when thinking about home Question: Thinking about your home, to which extent does it inspire the following feelings in you? Safety 0: Not at all, 10: Very much % 7 % 2 % 84 % 12 % Caring 0: Not at all, 10: Very much 77 % 79 % 14 % 4 % 17 % 5 % Belonging 0: Not at all, 10: Very much 77 % 77 % 14 % 17 % 5 % 5 % Familiarity 0: Not at all, 10: Very much % 5 % 12 % Freedom 0: Not at all, 10: Very much 81 % %% 14 % 4 %

13 Feelings when thinking about home Question: Thinking about your home, to which extent does it inspire the following feelings in you? Intimacy 0: Not at all, 10: Very much % 112 % 7 17 % Relaxation 0: Not at all, 10: Very much 81 % 87 % 92 % 14 % 4 % Fun 71 % 20 % 0: Not at all, 10: Very much 70 % 2 7 % Excitement 35 % 35 % 2 0: Not at all, 10: Very much 61 % 27 % 10 % Sadness 1 27 % 55 % 0: Not at all, 10: Very much 22 % 25 % 52 %

14 Feelings when thinking about home Question: Thinking about your home, to which extent does it inspire the following feelings in you? Anger 2 6 0: Not at all, 10: Very much 20 % 2 5 Shame 1 18 % 65 % 0: Not at all, 10: Very much 18 % 18 % 6 Dread 1 20 % 6 0: Not at all, 10: Very much 17 % 17 % 65 % Pride 52 % 28 % 17 % 0: Not at all, 10: Very much 62 % 2

15 ans think of home primarily as where they have their most important relationships Question: Which of the following descriptions most closely matches the way you think about home? Home is where I have my most important relationships 42 % 48 % Home is where I keep my most important things 19 % 22 % Home is a physical space 22 % 20 % Home is a geographic place 7 % None of the above 8 %

16 ans more satisfied with their neighborhood Question: If you think about the following aspects of your current home, how satisfied are you with each of them? The physical space that I live in 69 % 24 % 5 % 69 % 24 % The neighbourhood that I live in 71 % 25 % 64 % 28 % 7 % The social relationships in my home 6 24 % 68 % 25 % The things that I keep at home 6 29 % 74 % 22 %

17 ans ideal home is safe and simple to maintain Question: If you imagine your ideal home, which of the following descriptions match it best? Safe Simple to maintain Tidy Spacious Pleasurable A place for intimate relations Warm A reflection of my personality Easy to adapt to changing needs A place for shared memories Makes me proud Inviting None of the above 40 % 38 % 35 % 29 % 32 % 27 % 30 % 34 % 24 % 25 % 24 % 12 % % 17 % 10 % 1 9 % 15 % 7 % 22 % 2 % 1 %

18 ans create a feeling of home by spending time with family and friends Question: What of the following do you do to create a feeling of home? Spend time with friends and/or family Play music that I love Cook my favourite meals Keep flowers and/or green plants in my home Decorate my home with art Put a lot of thought into lighting Get to know my neighbours Other activity Can't answer 31 % 22 % 31 % 15 % 27 % 7 % 4 % 4 58 % 6 55 % 59 % 54 % 6 52 % 54 % 61% of an women keep flowers and/or green plants at home (men 44%)

19 ans expect homes to reflect the people living there Question: What of the following do you expect when visiting someone s home? That the home reflects the people who live there That it is tidy To be invited to eat or drink something To be invited to feel like home That it is calm That it has a nice smell That it has a nice interior design That it is lively To see a lot of literature That it is unique 54 % 4 40 % 45 % 3 39 % 34 % 4 34 % % 25 % 18 % 24 % 12 % 10 % 1 To be allowed into every room That there is a designated toilet for the guests Too se new technology Too see a lot of art That there is a designated area for entertaining That there is a place for exercising That there is a spiritual/ religious area That there are expensive things That the neighbours will stop by during my visit None of the above 2 % 2 % 4 % 4 % 5 % 5 % 5 % 5 % 7 % 5 % 8 % 10 % 12 %

20 RELATIONSHIPS

21 Spending time with others at home Question: In a typical week, how often do you spend time with any of the following while at your home, including through phone or over the internet? Spouse/partner Parents or partners parents Children Brothers/ Sisters Grandparents Every day 58 % 12 % 2 7 % 2 % Every other day 5 % 8 % 7 % 2 % A couple of times per week 4 % 17 % 4 % Once every week 2 % 14 % 7 % Less than once a week 2 % 19 % 40 % 1 Never 9 % 1 9 % 9 % 25 % Can t answer 22 % 17 % 35 % 15 % 45 % Other Grandchildren Friends Colleagues relatives Every day 2 % 1 9 % Every other day 2 % 14 % 8 % A couple of times per week 4 % 19 % 9 % Once every week 5 % 5 % 15 % 8 % Less than once a week 8 % 30 % 27 % Never 18 % 14 % 2 % 17 % Can t answer 14 % 4 % 21 % Base:

22 Communication with others at home Question: When spending time with people while at home, how do you primarily communicate with them? Spouse/partner Parents or partners parents Children Brothers/ Sisters Grandparents I meet them physically 75 % 32 % 57 % 24 % 37 % I call or text them over the phone 15 % 5 31 % 54 % 45 % I chat with them through social media 7 % 7 % 1 I talk to them through Skype or other internet calling service 2 % 4 % 4 % Can t answer 1 % 4 % 2 % 8 % Other Grandchildren Friends Colleagues relatives I meet them physically 54 % 21 % 38 % 37 % I call or text them over the phone 22 % 47 % 34 % 34 % I chat with them through social media 9 % 19 % 22 % 19 % I talk to them through Skype or other internet calling service 8 % 4 % 4 % Can t answer 7 % 9 % 2 % Base:

23 Activities when spending time together Question: Thinking about the time you spend with others while at home, what of the following do you do together? Physically Online Eat/Drink Talk Watch TV/Movies Cook Play games Have sex Play with children Work/Study Sing Dance 71 % 75 % 61 % 58 % 49 % 50 % 45 % 34 % % 19 % 15 % 25 % 14 % 8 % 4 % 7 % Talk Watch TV/Movies Eat/Drink Play games Work/Study Cook Play with children Have sex Sing Dance 19 % 17 % 18 % 1 15 % 1 7 % 4 % 2 % 2 % 2 % 1 % 1 % 64 % 69 %

24 1 in 5 ans thinks a secure Wi-Fi is more important than social space Question: Which of the following statements would you agree to? 22% of young (18-29) ans feel guilty about the time they spend on social media (4% of 61+) 4 49 % 21 % 2 12 % 14 % 14 % 9 % 10 % 19 % 1 21 % In order for me to nurture my relations at home, a secure wifi connection is more important than social space I feel guilty about the time I spend on social media I feel a stress if I do not visit social media every day I feel I should spend more time with my children I feel I should spend more time with my partner Spending time with others while at home makes me happy

25 17% of ans think contact online is more important than being able to invite people home Question: Which of the following statements would you agree to? 2% of older (61+) ans use social media in all parts of home (29% of 18-29) 34 % 29 % 7 % 14 % 5 % 14 % 1 17 % 19 % 14 % 10 % I am more of an introvert than an extrovert person I think of the way my home looks before getting online with my friends/family I regularly post photos of my activities at home, e.g. when I cook I use social media in all the parts of my home, even in the toilet/ bathroom Keeping in contact with my friends/family online is more important to me than being able to invite them to my home None of the above

26 Partners are the main design influencers Question: Who influences the decisions you make when designing your home? Your partner A lot A little Not at all Don't know 42 % 20 % % 14 % Your children 9 % 14 % 27 % 32 % 42 % 37 % 22 % 17 % Your parents 5 % 14 % 15 % 27 % 72 % 52 % 8 % The blogs, shows or interior design papers you follow 8 % 31 % 35 % 59 % 51 % 7 % Your closest friends 2 37 % 68 % 51 % 5 % 5 % An interior designer 10 % 10 % 2 79 % 60 % 8 % 8 % Your extended network of friends 2 % 5 % 22 % 80 % 67 % 7 %

27 Enjoying different things is the main barrier for relations at home in Question: What would you say are the main barriers for you to nurture and maintain relations with the people you live with? 20 % 1in 4 We enjoy doing different things 20 % People are always on their devices (smartphone, tablet or computer) Lack of space at home The atmosphere of my home Not having the right things in my home Other Don't know 4 % 4 % 9 % 10 % 10 % 1 14 % 15 % 1 17 % 21 % 2 young (18-29) an thinks devices are the main barriers for relations at home (3% of 61+) 24% of older (61+) ans say enjoying different things is the main barrier for relations at home (17% of 18-29)

28 3 in 10 ans would like to spend an extra hour alone Question: If you could find an extra hour in the day while at home, with whom would you want to spend more time? A member of my family 39 % 50 % I would like to spend the extra hour alone 30 % 25 % A friend A new acquaintance 5 % 20 % 15 % I would like to spend the extra hour alone 24% 36% Can t answer 5 % 4 %

29 3 in 10 ans have checked social media when waking up at night Question: Speaking generally, do you wake up at night (for any reason) and then check social media before going back to sleep? 68 % 54 % 10 % 10 % 17 % 17 % 18 % 1 % 1 % Yes, frequently Yes, sometimes Yes, but rarely No, never Can't answer

30 THINGS

31 58% of ans say their things reflect who they are Question: What is true about the things that you have in your home? The things I have in my home reflect who I am 58 % 5 In my home I have a lot of things that are connected to memories 49 % 5 The things that I use the most are the most important things in my home. The things in my home that enable me to do the things I love are the most important for me The things I have in my home are strictly functional to me I would not have any problems throwing away and replacing all the things that I have in my home When I travel, I sometimes bring things with me to remind me of home 21 % 22 % % 38 % 35 % 34 % 4 9% of young (18-29) ans sometimes bring things to remind them of home when travelling (4% of 61+) None of the above 4 % 4 %

32 36% of ans believe people in the future will have less things Question: What is true about your relation to things? I am aware of all the things that I own 42 % 45 % I believe that people in the future will have less things in their homes I would generally prefer to repair something that I own when it breaks rather than buy a new replacement, if the cost is the same I would like to exchange a lot of the things in my home 27 % 24 % 3 35 % 32 % 3 I enjoy making, modifying and assembling things for my home 25 % 37 % I enjoy collecting things I often modify the things in my home, in order for them to better suit my needs and preferences. None of the above % 7 % 24 % 22 %

33 45% of ans want less things in their homes Question: Would you like to have more or less things in your home? 4 % I would like to have more things in my home I would like to have more things in my 18 % home I am happy with the amount of things I have in my home 27 % I am happy with the amount of things I have in my home 45 % 45 % I would like to have fewer things in my home. I would like to have fewer things in my home. Can t answer 52 % Can t answer

34 The main reason for more things is that it feels more like home Question: Why would you like to have more things in your home? It feels more like home It makes me feel happier It makes my home more beautiful There are things that I need in my home that I do not have It brings me social status It makes it easier doing my hobbies It makes it easier socializing with other people in my home It makes it easier to play more with my children Other 34 % 31 % 27 % 28 % % 10 % 20 % 10 % 14 % 0 % 1 % 54 % 47 % 44 % 57 % 48 %

35 Organization the main reason for fewer things Question: Why would you like to have fewer things in your home? I have too many things in my home to be able to keep them organized It makes my home more beautiful It feels more like home Having less things in my home makes me happier I feel guilty that I own too many things It makes it easier doing my hobbies It makes it easier socializing with other people in my home It makes it easier to play more with my children Having less things in my home brings me social status None of the above 34 % 19 % 28 % 24 % 2 15 % 10 % 15 % 9 % 4 % 7 % 4 % 2 % 47 % 47 % 60 % 68 %

36 2 in 5 ans get irritated by mess in home at least once a week Question: How often do you do any of the following? A few times each week or more often Once a week Once every two weeks Once a month Once every second month More rarely Shop things for your home 7 % 7 % 1 15 % 49 % 12 % 10 % 18 % 18 % 32 % Tidy up 22 % 39 % 18 % 4 % 39 % 35 % 7 % 4 % 4 % Throw things away 5 % 9 % 8 % % 10 % 1 17 % 29 % Argue about tidying up 7 % 9 % 7 % 5 % 6 12 % 15 % 9 % 8 % 51 % Get irritated by the feeling of mess in your home 20 % 20 % 20 % 19 % 5 % 8 % 7 % 32 % 35 %

37 Comfort the strongest emotion for things in ans homes Question: Think about the things you have in your home. What of the following emotions can they make you feel? Comfort Safety Peaceful Privacy Familiarity Love Belonging Caring Focus Excitement Shame Fear None of the above Can t answer 38 % 4 37 % 41 % 35 % 3 31 % 30 % 39 % 29 % 40 % 25 % 34 % 17 % 1 10 % 22 % 7 % 2 % 4 % 9 % 2 % 2 % 49 % 65 % 62 %

38 SPACE

39 4 in 10 ans associate home with a particular smell Question: When you think about the feeling of being home, which of the following do you associate with it? A particular smell 34% 47% 40 % 40 % 30 % 30 % 15 % 19 % 7 % 18 % 22 % 18 % 1 15 % 17 % 8 % A particular smell A particular sound A particular light A particular taste A particular touch Other Can t answer

40 1 in 2 ans thinks all homes have a particular scent Question: Which of the following statements would you agree to? All homes have a particular scent 48 % 4 There are certain types of food that smell and taste like home to me 30 % 44 % I often adjust light and scent to set the ambiance 28 % 31 % I have my own room in my home I strive to stimulate all the senses in my home None of the above Can t answer 9 % 8 % 21 % 2 28 % 37 % 53% of an women agree to that all homes have a particular scent (men 43%)

41 Satisfaction with senses at home Question: Thinking about your current home, how well do the following descriptions match your experience? 5-7 Satisfied 1-3 Too dark 22 % 65 % 1 Too bright 24 % 58 % 18 % Too silent 14 % 59 % 27 % Too noisy 2 47 % 2 Too fragrant 18 % 6 19 % Too smelly 28 % 55 % 1 Too many hard surfaces 19 % 72 % 9 % Too many soft surfaces 22 % 6 15 % Too many new things 12 % 54 % 34 % Too many old things 2 48 % 29 %

42 More favorite food could improve ans well-being Question: If you think about your current home, which of the following changes would you like to make to improve your well-being? Eat more food that I like at home Make surfaces (eg on floors and furniture) more pleasant to touch Adjust poor lighting Reduce noise More social space More private space Remove an unpleasant smell None of the above Can t answer 1 24 % 25 % 22 % 2 20 % 2 19 % 27 % 17 % 2 17 % 29 % 21 % 25 % 18 % 1 in 4 young (18-29) ans wants more private space (5% of 61+)

43 PLACE

44 46% of ans consider the neighborhood a part of home Question: Which of the following statements would you agree to? I consider the neighbourhood in which I live a part of my home My home goes beyond the four walls of the residence I live in I would rather live in a smaller space in a neighbourhood that I love, than in a large space in a neighbourhood that I don t care about It is important to me that I live in an area where I get to meet new people There are places where I feel more at home than the place where I live I often leave my home to get some privacy I do not feel at home in the residence I live in Even if the cost is the same, I would generally prefer to stay in someone s home rather than at a hotel when I travel None of the above Can t answer 1 12 % 7 % 8 % 10 % 5 % 9 % 1 14 % 2 % 20 % 2 30 % 29 % 38 % 3 37 % 4

45 Local culture and character the main reasons for preferring someone's home before a hotel Question: Why would you rather stay in someone s home than at a hotel when you travel? I can get a better grasp of the local culture Homes generally have more character I would feel more at home Homes are generally more inviting The surrounding areas are generally more interesting Homes are generally more spacious I have access to more amenities Other reason Can t answer 1 5 % 0 % 1 % 34 % 30 % 3 24 % 35 % 67 % 47 % 67 % 61 % % 60 % 48 %

46 1 in 4 ans feel more at home at another place than their own home Question: Are there places where you feel more at home, compared to your place of residence? 46% of young (18-29) ans feel more at home at other places than their home (8% of 61+) 70 % 55 % 2 9 % 5 % 7 % 9 % 7 % 4 % Yes, at my friend s home Yes, at my parents Yes, at my favorite home café, bar or restaurant Yes, at my gym Yes, at work or school Yes, in other places No, I feel most at home in my place of residence Can't answer

47 Weekday activities Question: In a typical week, where do you primarily engage in each of these activities? At my place of residence Outside my place of residence Can't answer Eat 91 % 89 % 27 % 10 1 % Meet friends 27 % 28 % 68 % 67 % 5 % 4 % Meet family members 62 % 60 % 32 % 34 % 5 % Relax 91 % 89 % 27 % 10 1 % Exercise 22 % 29 % % 15 % Sleep 9 95 % 2 2 % 1 4 % Cook % 34 %

48 Weekday activities Question: In a typical week, where do you primarily engage in each of these activities? At my place of residence Outside my place of residence Can't answer Watch video/tv 9 91 % 25 % 6 Listen to music 7 77 % 18 % 19 % 4 % Flirt/Find a partner 1 22 % 30 % 35 % 57 % 4 Read 8 81 % 7 % 7 % 1 Work 22 % 21 % 61 % 67 % 17 % 12 % Pray or worship 18 % 25 % 1 25 % 69 % 50 %

49 Social meetings outside home Question: In a typical week, how often do you meet with other people (including those that you live with) for social purposes outside your or their homes? Every day Every other day A couple of times per week Once every week Less than once per week Never Can't answer 1 % 2 % % 2 19 % 19 % 2 18 % 25 % 22 %

50 Home is the place for positive emotions Question: Thinking about the following emotions, where are you most likely to experience them? At my place of residence Outside my place of residence Can't answer Safety Caring Belonging Familiarity Comfort Privacy 9 91 % 80 % 84 % 72 % 82 % 80 % 90 % 91 % 89 % 89 % 34 % 6 14 % 5 % 21 % 7 % 1 5 % 1 7 % 87 % 104 % 7 27 % 8 % 9

51 Fear, shame and excitement are primarily experienced outside home Question: Thinking about the following emotions, where are you most likely to experience them? At my place of residence Outside my place of residence Can't answer Excitement 21 % 4 59 % 45 % 20 % 9 % Stillness Love 8 74 % 72 % 77 % 10 % 7 % 17 % 9 % 15 % 1 15 % 8 % Focus 71 % 61 % 20 % 29 % 9 % 10 % Fear 12 % 47 % 47 % 41 % 41 % Shame 14 % 1 32 % 32 % 54 % 55 %

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