Homeowner Product Purchase Research

Material preferences for home improvement projects vary significantly based on a variety of factors, such as the specific area being renovated, the project's function, exposure to the elements, traffic levels or frequency of use, and personal style preferences. Typically, materials for different types of home improvement projects are selected to balance these key factors, including cost, durability, aesthetics, and functionality.

The Home Improvement Research Institute's biennial Homeowner Product Purchase Tracking Study breaks down differences in consumer preferences at the category level for Building Materials and Structural Systems; Exterior Envelope; Furniture, Appliances, and Cleaners; Interior Finish; Mechanical Systems; Tools and Accessories; and Yard and Outdoor Living.

This report includes data on the impact demo­graph­ics and home char­ac­ter­is­tics have on material and prod­uct purchases and can help you iden­ti­fy fac­tors most impor­tant to home­own­ers’ prod­uct selec­tion and pur­chas­ing decisions for different types of home improvement projects. 

Homeowners generally select flooring materials based on cost, style, function, exposure, and traffic levels. There are also variations in buying patterns depending on which room the flooring will go in, how much wear and tear it will endure, and how it fits into the overall design aesthetic. Additionally, they are considering maintenance needs and resale value.

Based on findings from the Home Improvement Research Institute's biennial Product Purchase Tracking Study, the most popular flooring material for interior projects is laminate, followed by tiles and carpet. The report explores the purchase incidence for flooring (and other product categories and product lines), which can provide insight on buying patterns for materials.

Additionally, HIRI's quarterly Homeowner Project Activity Tracker explores product-purchasing rates for a variety of home improvement categories, including flooring, so you can examine quarter-over-quarter trends in what homeowners are acquiring for their projects, as well as who is influencing those decisions. 

On an annual basis, products from every building category (including Building Materials and Structural Systems; Furniture, Appliances, and Cleaners; Interior Finish; Tools & Accessories; and Yard and Outdoor Living) are acquired by at least half of homeowners, except for Exterior Envelope and Mechanical Systems, according to the most recent data from the Home Improvement Research Institute's biennial Product Purchase Tracking Study.

Products in the Exterior Envelope and Mechanical Systems categories often require professional installation, and therefore half a lower purchase rate among homeowners. Furniture, appliances, and cleaners have the highest purchase rate among homeowners. Most home improvement purchases are driven by maintenance or repairs, with homeowners relying on search engines and local stores when planning. Quality and durability are the most important factors for product purchases, with availability, price, and safety secondary considerations.

HIRI's Homeowner Product Purchase Tracking Study breaks down data by each of the main building product categories so you can note variations and similarities in how homeowners buy home improvement products and materials from each category. Additionally, the report examines the impact demo­graph­ics and home char­ac­ter­is­tics have on home improve­ment prod­uct purchases.

There are a variety of factors that influence homeowners to purchase certain home improvement products, and it can depend heavily on the product category and the type of project they're being used for. Based on findings from the Home Improvement Research Institute's Product Purchase Tracking Study, most home improvement purchases are driven by maintenance or repairs.

Other motivating factors that influence homeowners to make purchase include improving comfort and livability; improving aesthetics and style; increasing functionality; energy efficiency; and aging-in-place upgrades. They gather information about their purchases from online search engines, local home improvement stores, recommendations from friends and family, and home improvement supplier and retailer websites.

Quality and durability are the most important are the most important factors that homeowners take into consideration when purchasing certain home improvement products. Availability, safety, and price are also influential factors.

HIRI's Product Purchase Tracking Study analyzes the purchasing behavior and preferences of homeowners across various building product groups (BPGs), including Building Materials and Structural Systems; Exterior Envelope; Furniture, Appliances, and Cleaners; Interior Finish; Mechanical Systems; Tools and Accessories; and Yard and Outdoor Living. 

Regional differences affect homeowner home improvement purchase in several ways, including the climate and geography, local regulations and laws, and market trends based on geography. Where a homeowner is located can affect the types of projects they are most likely to pursue, when projects are initiated, where they purchase products, and what product features are most important to them, to name just a few differences.

Housing age and availability, disposable income growth, employment rates, and other economic factors that influence home improvement purchases can also vary regionally. U.S. homeowners who purchase a building product are predominately college-educated women, with median income, who live in the South, based on the Home Improvement Research Institute's Product Purchase Tracking Study.

This study provides a breakdown of product purchases based on numerous demographic factors, including age, gender, education, income level, and region. HIRI's Analysis of the HUD and U.S. Census Bureau American Housing Survey (AHS) is a col­lab­o­ra­tive research effort that also offers valu­able insights into how demo­graph­ic, eco­nom­ic, and hous­ing mar­ket fac­tors influ­ence the fre­quen­cy, types, and financ­ing of remod­el­ing projects among U.S. home­own­ers.