The Middle Class at Home: Executive Summary of Survey Results

INTRODUCTION

Key to the global consumer economy: the middle class

SNAPSHOT OF THE MIDDLE CLASS TODAY

What is the middle class life path?

Bachelor’s degree or more most common among online middle class consumers
Major life events for the middle class follow traditional age and life stage patterns

Middle class financial outlook

Financial standing is beginning to improve in middle class households
Chart 1 Recent Changes in Household Financial Standing
Despite financial improvement, a large emphasis is placed on saving

Upcoming financial priorities

Holiday travel and savings top list of spending priorities, followed by home improvement
Chart 2 Spending Priorities Among Online Middle Class Consumers

Conclusion

VISIONS OF HOME: IDEAL AND ACTUAL

Perceptions and permanence

Middle class consumers feel secure and secluded in their homes
Chart 3 Descriptors of Middle Class Home
Frequent moves are uncommon for majority of middle class consumers
Chart 4 Household Stability Over the Past 10 Years

Home structures and spaces

The middle class largely lives in single-family homes and lower rise apartments
Chart 5 Type of Home Structure
Most middle class consumers own their home
Life in the middle class home centred in the living room
Chart 6 Most Frequently Used Rooms
Most middle class consumers have access to an outdoor space at home
Gardening is a necessary, but infrequent, chore
Car ownership is integral for middle class lifestyles, and one is often not enough

Home cleaning and maintenance

Middle class consumers are conscientious about keeping their homes clean
DIY most common for daily household chores, less so for repairs
Chart 7 Hiring vs DIY for Typical Household Tasks
Fewer middle class consumers take on large home improvement or repair projects

Conclusion and business implications

Available home space guides buying decisions
Most-frequently-used rooms may also be where middle class consumers are willing to spend
Limited time at home should not be spent on chores

LIFE AT HOME

People in the home

Middle class homes include a mix of families, couples and singles
Chart 8 Households by Type
Pets are welcome in many middle class homes
Chart 9 Pets in Middle Class Homes

Activities in the home

Consumers spend more time at home on weekends
Chart 10 Time Spent at Home Awake
Working at home not uncommon in middle class
Chart 11 Working from Home
Middle class consumers are divided on whether they prefer to stay at home or go out
Typical home activities focused on technology-driven entertainment, chores and socialising
Chart 12 Top 10 Activities in Middle Class Homes
Most middle class consumers host friends and family in their homes
Chart 13 Visitors in the Home
Many middle class consumers are friendly with their neighbours

Conclusion and business implications

Mid-sized households with room for a pet and television
Private space, with extensive access to the outside world
Growth in work from home options

PRODUCTS IN THE HOME

Appliances already in middle class homes

Chart 14 Most and Least Common Appliances Found in Middle Class Homes
Homes in emerging markets lag in owning most but not all appliances
Chart 15 Appliances in Middle Class Homes, Developed vs Emerging Markets

Appliance repair, replacement, and plans for upgrades

Appliances are replaced more frequently than repaired
Chart 16 Likelihood to Have Replaced or Repaired an Appliance in Current Home
Emerging countries place greater spending priority on appliances
Appliances will be upgraded when replaced
Chart 17 Top Features Wanted in an Appliance Upgrade, by Market

Electronics ownership in the middle class home

Electronic devices are a staple in the middle class home
Chart 18 Electronic Devices in Middle Class Homes

Television programming access preferences

TV shows are commonly watched through network providers
Chart 19 Television Programming Access in Middle Class Homes
The market is ripe for fee-based internet programmes and on-demand TV viewing

Conclusion and business implications

In-home technology is now more common – and less shared – than many traditional appliances
Middle class homes have a variety of appliances, and want more – especially in emerging markets
Enhance the energy efficiency of appliances to increase sales
Growing trend of streaming television cannot be ignored

MIDDLE CLASS PURCHASE DECISION-MAKING PROCESS

Path to purchase

Chart 20 Phases of Path to Purchase

Product ownership

Common household items are replaced frequently by the middle class
Chart 21 Ownership of Seven Common Household Items

Identification of need and purchase motivation

Middle class consumers identify needs by looking around the home
Chart 22 Initial Thoughts on Purchasing
Variety of reasons to buy, but most seek to make life easier
Chart 23 Four Most Common Motivations for Purchasing

Information gathering and product research

Research is a common part of the purchasing process
Chart 24 Amount of Research Done Prior to Purchasing
Sources of helpful information vary by product
Chart 25 Four Most Useful Sources of Product Information
Typical purchase consideration time is longer than a week
Chart 26 Time from First Thought to Purchasing

Consideration of product features

Price is a top consideration for middle class household purchases
Chart 27 Five Most Common Features Sought

Conclusion and business implications

Accelerate need for replacement or upgrade
Focus on making life easier
Encourage social chatter
Value may work as well as price

GREEN ATTITUDES IN THE MIDDLE CLASS HOME

Green attitudes

Middle class consumers share environmentally-friendly attitudes
Chart 28 Agreement with Green Attitude Statements
Green-mindedness more prevalent among middle class in emerging markets
Differing concerns about green issues in developed markets
Chart 29 Agreement with Green Attitude Statements by Geography
Higher education levels (and larger cities) mean more green awareness

Green purchasing behaviours

Green attitudes impact purchasing most often for food products
“Green” foods are most important to middle class consumers in emerging markets
Chart 30 Importance of “Green” Features When Purchasing Food
Initial motivation to purchase does not come from potential green benefits
Chart 31 Impact of Environmental Factors on Purchase Motivations
Green features more important once decision to purchase has been made
Interest in “green” is lower for a broad range of non-food purchases
Chart 32 Impact of Green Features on Purchase Decisions
Main barriers to buying green products are availability and knowledge

Important green product features

Features that minimise impact to environment and people most popular
Chart 33 Important Green Product Features

Business implications and recommendations

Remind middle class consumers of green values to motivate and steer purchase
Emphasise need for green benefits in non-food products
Emerging nation middle class strong target for green products
Specific opportunities exist for consumers in developed countries

STATE OF THE GLOBAL MIDDLE CLASS HOME

Middle class increasingly means urban, apartment living

Middle class households aspire to be well-equipped

Individual entertainment delivery devices become a necessity

Middle class purchase decision-making rooted in practicality

Green-oriented, but not always buying eco-friendly products

METHODOLOGY

Focus and design

Fielding and data cleaning

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