Modernize’s recent independent living and home accessibility survey of nearly 11,000 homeowners over December 2023 to January 2024 shows us a growing trend of people wanting to make their homes safe and comfortable for the years to come through various trades such as walk-in tubs and stairlifts.
Independent Living and Home Accessibility: A Growing Trend
Click to view the Independent Living and Home Accessibility Report
The concept of aging in place—modifying a home to make it safer and more accessible as one ages—has never been more relevant. The survey’s findings indicate a clear demand for these projects, reflecting a broader shift towards long-term, sustainable homes. This trend presents an opportunity for home improvement businesses to align their offerings with homeowner needs.
Top Improvements in Focus
Among the various improvements considered, walk-in tubs (16.57%) and non-slip flooring (16.61%) emerge as the most popular with homeowners. These preferences highlight the most important aspect of aging-in-place projects: the emphasis on safety and accessibility.
Features Homeowners Value
Click to view the Walk-In Tubs Infographic
When it comes to specific product features, homeowners are clear about their priorities. Lifetime warranties (18.87%) and massaging jets (18.23%) stand out as the top considerations for those interested in walk-in tubs, signaling that quality and comfort are a must. These insights are critical for marketers looking to showcase the most appealing aspects of their products.
Remodeling Intentions With Walk-In Tub Installations
The survey indicates an inclination towards comprehensive bathroom renovations, with 47% of respondents planning to remodel their entire bathroom with their walk-in tub project. Conversely, the preference for partial bathroom remodeling has seen a decline, dropping to 29% from 39% in the previous year.
Selecting the Right Contractor: Homeowner Priorities
Choosing a contractor for a walk-in tub installation is influenced by several factors, as highlighted by the survey. While price remains a significant consideration at 24.02%, it has seen a notable decrease from 33.38% year over year, suggesting that homeowners are becoming more value-conscious rather than just price-focused. The importance of a contractor’s expertise (18.04%), warranty offerings (19.67%), and certifications (16.27%, up from 12.39% in 2022) are gaining traction, emphasizing a preference for quality and reliability over cost alone.
The Role of Financing
The survey also delves into the financial side of home improvements, revealing that 79.53% of homeowners are interested in financing some, if not all, of their walk-in tub projects. This openness to financing options demonstrates the need for flexible payment solutions that can accommodate constraints.
View the Full Independent Living and Home Accessibility Report
Actionable Insights for Marketers
For home improvement industry marketers, these findings offer a clear directive: to tailor marketing strategies and product developments to meet the specific needs and preferences of homeowners considering independent living and home accessibility projects. Emphasizing the safety, comfort, and financial accessibility of these improvements can resonate with a broad audience to increase engagement and sales.
