Angi Survey Reveals How Gender Shapes Homeownership Attitudes
30 March 2023 - 12:00AM
Angi, a leading and comprehensive solution for home improvement,
today announced the results of a new survey of 1,000 U.S.
homeowners, which highlights the differences in how women and men
of different ages and generations approach homeownership in a post
pandemic era.
While both men and women (68% and 52% respectively) tend to view
themselves as the sole decision maker when it comes to home
projects, more men (58%) say they prefer to control these
decisions. Men also tend to say they find home improvement
“rewarding,” and more frequently feel they are “very knowledgeable”
about home maintenance and repair work (40%) as compared to women
(29%).
“We know women—single or married—drive consumer purchase
decisions in the home, but there’s more of a nuanced power dynamic
between men and women when it comes to spending decisions on the
home itself,” said Angie Hicks, Chief Customer Officer of Angi.
“Men and women homeowners both see themselves as holding the power
on these decisions, but women don’t demonstrate the same confidence
men do. Women also prefer to collaborate on home project decisions,
while men want to go it alone.”
The results differ, however, for younger homeowners. Women under
the age of 34 are more likely to say they feel “very knowledgeable”
about home improvement (36%) versus those over the age of 34 (26%).
Younger women also prefer sole ownership (49%) of decisions versus
those over the age of 34 (42%). The inverse is true for men: those
under the age of 34 (44%) prefer shared responsibility more than
those over 34 (39%).
Continued Ms. Hicks, “What’s interesting is how these dynamics
may evolve in the future as we look at younger homeowners. Our
research shows younger women are more likely to have purchased
their first home while single, which could potentially influence
their confidence and approach to decision-making. At the same time,
younger men more frequently prefer to collaborate on home project
decision-making as compared to their older counterparts.”
Key findings of the survey include:
- Who’s driving: Men (68%) say more frequently
they are the primary decision maker when it comes to home
improvement, but a significant portion of women homeowners surveyed
(52%) also see themselves as holding sole power.
- Collaboration vs control: More women (56%) say
they prefer shared responsibilities and decision making when it
comes to home investment decisions while more men (51%) say they
want total ownership.
- Confidence: Men (40%) more frequently selected
that they feel very knowledgeable about home improvement, repairs,
and maintenance compared to women (29%).
- Enjoyment: Men more often say (59%) home
improvement and maintenance is rewarding while women more often say
(61%) they find it expensive. While men and women said they find
home ownership “enjoyable,” more men than women (63% vs 57%) seem
to enjoy it.
- Cost: Budget was the primary consideration—for
both men and women—when it came to project prioritization during
COVID and the biggest source of disagreement when it came to
completing projects.
A common denominator for all survey respondents was budget, with
55% of homeowners citing budget as a top consideration. Next top
considerations were hiring a qualified professional (10%) and
impact of the project on lifestyle (9.9%). Though budget was a key
concern, homeowners surveyed said they have completed more projects
in the last three years (2020-2023) than the three years prior
(2016-2019). 42% of homeowners said they took on 1-2 more projects
and 30% have taken on 3-4 more projects.
“All homeowners are focused on budget and also the need to take
on a higher volume of projects given more of their lives revolve
around the home,” said Ms. Hicks. “Pre-pandemic projects were about
increasing home value and generating a return on investment. Today
it’s about making sure your home best supports the way you are
living in it.”
Methodology This scientific random sample of
1,000 US adult homeowners are all currently working on home
renovations or plan to start home renovations soon. The sample was
surveyed on February 7th, 2023. No weighting has been applied. Angi
conducted and analyzed this survey with a sample procured using the
Pollfish survey delivery platform, which delivers online surveys
globally through mobile apps and the mobile web along with the
desktop web.
About AngiAngi (NASDAQ: ANGI) is your home for
everything home—a comprehensive solution for all your home needs.
From repairs and renovations to products and financing, Angi is
transforming every touch point in the customer journey. With over
25 years of experience and a network of over 200,000 pros, we have
helped more than 150 million people with their home needs. Angi is
your partner for every part of your home care journey.
Angi Corporate CommunicationsMallory
Micetich(303) 963-8352
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