Pac Mags announces results of second homemaker study

Pacific Magazines has released the results of its second study into Australian households, Australians at home 2.     

The announcement:

Tuesday 30 October 2012: Pacific Magazines today announced findings from its second study into the hearts and minds of Australian homemakers, Australians at Home 2.

Peter Zavecz, Commercial Director, Pacific Magazines, comments, “We consider it a privilege to be invited into the homes by more than two million readers* every month and, as readers pay for this engagement, it is a relationship that is valued, anticipated and relished.

“Our investment into the second Australians at Home study reflects Pacific Magazines commitment to understanding and serving this lucrative market well and, in doing so, present our advertising partners a motivated and engaged audience in buying mode.”

As one of the most extensive research studies of its kind conducted locally, Australians at Home 2 presents an overview into the driving forces behind home improvements and do-it-yourself projects:

Key findings include:

– Improving and not moving – 64% of home owners have no plans to move (up from 49% in 2006), opting to improve their current homes;

– Only 8% are looking to move within the next 12 months;

– The home is the sanctuary – 87% of homeowners are just as happy staying at home as they are going out; 72% say they are spending more time at home

– A constant cycle of home improvement – 37% have renovated or decorated in the last three months; home improvers have an average of 8 projects in the pipeline

– A culture of happy indecision – change is a healthy part of the home improvement process with 72% deviating from their original plans – either adding to their existing idea (47%) or seeing something they liked better (42%)

– Accommodating new ways of working – 48% now do some work from home, with 27% of home improvements now including a home office, study or media room

The research results are compared against the inaugural benchmark Australians at Home study in 2006. Since this landmark research – during the worst economic crisis of modern times – homemaker magazines have strengthened their ties with readers. Better Homes and Gardens has jumped 23% in circulation, whilst Home Beautiful has increased sales by 10% in the last five years. Pacific Magazines dominates gross readership in the home and lifestyle category at 61% share*.

Peter Zavecz, Commercial Director, Pacific Magazines, comments, “As Australia’s leading publisher of homemaker magazines, Pacific Magazines understands the emotional ties people have to their home. It’s where we raise our children, it’s the place we entertain our family and friends, it’s where we retreat to. It’s even where we work.

“Magazines play a constant role in ‘aiding and abetting’ the home improver – inspiring, urging and supporting with plans of action. This latest research reflects our ongoing commitment to this category and to tapping into the needs of the homemaker generation of consumers like no other medium.”

Source: Pacific Magazines press release


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