Reveal Marketing Research study: Housing Characterized by Modernity and Innovation
Reveal Marketing Research has conducted a national representative study on receptions of innovation and modernity when it comes to living space, while tracking their evolution compared to a similar study conducted in May 2022.
- 78% of Romanians pay more attention to the masonry materials used when evaluating a home
- 73% of Romanians say they would trust building a house with the most innovative masonry material
- 37% of building professionals say they choose AAC as their main masonry material because of its modern/innovative nature, compared to 26% who choose brick
- For 5 out of 10 young people under 35, modernity/innovation is a main attribute of the ideal house
Most Romanians appreciate that innovation/modernity makes life easier (91%) and helps them feel safe (86%)
The results of the Reveal Marketing Research survey show that most Romanians believe that modern/innovative solutions make their lives easier (91%), help them feel safer (86%) or protect the environment (84%). Other benefits mentioned by Romanians were making life healthier (82%) and saving money (81%).
We can see that, with the accelerated increase in prices caused by inflation, the savings component associated with innovation/modernity has seen a significant increase of 6 percentage points compared to 2022 (75%).
When it comes to living space, modernization is becoming an increasingly important facet in ensuring quality of life, showing an increase in spending on housing modernization. Thus, today, 66% of Romanians say they are concerned about spending on home modernization, compared to 58% in 2022. This is mentioned more by women (70% vs. 63% men) and those aged 35-44 (72%).
In the same vein, we also see a significant change in consumer preferences, in that 16% of those who chose AAC as the main material for the house they have built or are currently building, gave the reason for choosing AAC as being due to its modern/innovative nature (up from 11% in 2022), while only 5% of those who chose to build with brick chose this material because it is considered modern/innovative.
And when it comes to the attributes of an ideal home, modernity and innovation of the interior space play a big role. We see that while durability (69%) and energy efficiency (67%) are the most frequently mentioned attributes, the modern character of the home shows a significant increase since last year, from 21% to 30%, especially for young people under 35 (48%).
Marius Luican, Reveal Marketing Research CEO:
“Romanians want to feel in control, they want homes that offer both physical security and energy efficiency given the unstable context caused by inflation and rising energy bills. This also explains the growing interest in innovative living spaces. Thus, investing in modern solutions, such as state-of-the-art building techniques or the use of innovative materials in construction or renovation, can help Romanians to save money in the long term, but also to increase the comfort and safety of their homes.”
Modernity of masonry materials is an increasingly important aspect in the evaluation of a house
In terms of the elements that Romanians value in the process of informing about a house, 8 out of 10 Romanians mention that they pay more attention to the masonry materials used.
Analyzing the attributes of masonry materials, 73% of those surveyed say they would be confident to build a house with the most innovative masonry material (up by 7% compared to the assessment made in 2022), to a significantly higher extent those aged 35-44 (82%).
Also, if we refer specifically to Romanians who are currently in the process of building a house, the modernity of the masonry material (85%) ranks high, being the third most mentioned attribute after durability (91%) and safety (89%) of the chosen material.
Different attitudes are also present if we refer to the main materials used in the houses/blocks where Romanians currently live. Thus, 82% of those who live in a building made of AAC consider in a higher proportion that they would be very and extremely confident to build a house with the most modern/innovative material.
There is also an increase in the perception of the modern character of BCA among building specialists, with 37% of those who prefer to build with AAC stating that it is a modern/innovative masonry material (up from 26% in 2022). Furthermore, experts say they are more likely to recommend using AAC as the main masonry material for customers who specifically want a safe, modern, sustainable or energy efficient home.
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.
Methodology: The Reveal Marketing Research study was conducted online between 18-24.05.2023, on a representative sample for the universe of 18+ internet users. The sample size was 1228 respondents + an oversample of 507 people working in the construction industry and the maximum sampling error for the general target is +/-2.7% at 95% confidence level.