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Millennials are focus of new Better Homes and Gardens survey
Jan 26, 2016

A 2015 Better Homes and Gardens study surveying 1,600 U.S. female homeowners found that the millennial generation favors customization and smart technology when it comes to home design. 


Jill Waage of Better Homes and Gardens

The results of the eighth annual “Home Factor” survey were presented at last week’s NAHB International Builders’ Show in Las Vegas. Compared to last year’s survey, this year’s respondents were found to have a more positive outlook on smart tech. Some of the takeaways:

74 percent of millennials say smart home tech is customizable to their needs.

64 percent say that smart home tech integrates into personal style and decor.

68 percent say that smart home technology is a good investment, as compared to only 57 percent in 2014.

73 percent say that smart home technology makes their homes safer, as compared to only 64 percent in 2014.

64 percent think that smart technology makes their homes healthier, compared to only 55 percent in 2014.

“Our research shows that women 35 and under feel strongly that their homes are a reflection of their own personalities,” says Jill Waage, Better Homes and Gardens brand executive editor. “Further, members of this generation view technology as a way to customize living spaces to fit their needs. Year over year, millennials are increasingly adopting a positive outlook on the incorporation of smart technology into their homes, and are using it to personalize the homeowner experience.”

Of those surveyed, one in five homeowners is in the process of planning or working on an interior project, and this figure is led by those ages 35 and younger. While millennial homeowners are similar to older homeowners in terms of the many types of projects they are working on and planning, survey responses found a higher interest in creating office space and adding storage at home, with 13 percent of millennial homeowners creating a home office, workspace, or family communication center and 15 percent of millennial homeowners adding storage space.

“The places where millennials choose to spend their money are very telling of the values within this generation,” Waage says. “The addition of a home workspace speaks to the mobile millennial who is less confined by a corporate office or job. The emphasis on outdoor living and entertaining testifies to the importance of togetherness. And with the addition of smart home technology, millennial attitudes toward the home incorporate connectivity in every sense.”

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