DigitalBridge, the room visualisation tool company, has released the results of its latest survey, which questioned 1,100 consumers. The figures show that 71% of homeowners in the UK are suffering from ‘renovation uncertainty’ and have no idea where to start if put in the situation of completing a bathroom refurbishment.
Only 5% of respondents said they would feel ‘extremely confident’ in beginning the process of refitting their bathroom, while 14% said they would have ‘no idea whatsoever where to begin’. Almost two thirds added that this uncertainty would delay them in starting such a project and close to three quarters of UK homeowners said they have very little or no idea about the costs of purchasing and fitting a bathroom.
“These figures suggest that bathroom retailers are potentially missing out on millions in sales due to general lack of consumer awareness around how to implement a renovation,” said DigitalBridge CEO David Levine.
According to the recent survey, young people are more certain about the first steps of the renovation process for a bathroom, with just 12% saying they would have ‘no clue’. However, 19% of the respondents aged between 55 and 64 admitted to not knowing where to start the refurbishment.
“Interestingly, life experience is little help, with younger consumers appearing to be more knowledgeable about the renovation process than their older counterparts – perhaps due to a greater tendency for this age group to use online search and digital tools to inform their thinking,” said David Levine.
“There is evidently some work to do around educating homeowners on how straightforward the process can be, so providing them with relevant channels for design, purchase and fit-out can be an invaluable way to reduce the purchasing cycle, build brand loyalty and ultimately grow sales,” he concluded.