The research, which was conducted during September 2024 in Serbia, reveals key trends in consumer attitudes towards home renovation, including replacing doors, windows and skylights, as well as replacing old items and household appliances. The study, which included 1,000 respondents throughout Serbia, shows that the highest priorities for renovation are those elements that can significantly contribute to energy savings, and the main obstacle is the lack of financial resources.
The main objective of this research was to identify the key trends and attitudes of the target audience in relation to: nostalgia carried by old or inherited objects, the feeling of home, renovation, replacement of doors, windows and skylights, as well as the estimated budget available for these needs. The target group included working men and women between the ages of 30 and 64 who are thinking about renovating their home, and the research was conducted in Serbia, at the request of the VELUX company.
Key results show:
• Finances as the main obstacle – Financial constraints are the main reason that prevents as many as 2/3 of respondents (67.1%) from replacing old items, especially in rural areas. Fear of complicated replacement (36.6%) and lack of time (29.8%) are additional factors.
• Energy efficiency as a motivation – The main reason for replacing windows and doors given by respondents (26.6%) is the increase in energy efficiency. If replacing doors and windows could contribute to a 20% saving in heating costs, the priorities for replacement would change, and doors and windows would become the main focus. For now, replacing boilers and stoves (63%) is at the top of the priority list. Almost half of respondents who own skylights (45%) stated that their replacement would be a priority in achieving energy efficiency.
• Plans for replacement of doors and windows – Although in 72% of cases there is a need to replace windows and doors, they are not replaced in 2/5 cases. A third of respondents plan to replace old doors and windows in the next one to three years, while a shorter period is planned for replacing skylights – up to one year. The most common amount they are willing to allocate for replacing windows is between 15,000 and 30,000 RSD, while for doors they would allocate more, up to 60,000 RSD.
What makes a house a home?
In homes, there are often personal or family “souvenirs” that we would never want to give up – an old radio or a piece of furniture, porcelain figurines and the like. The skylight is one of the elements that will be used by future generations, our children and grandchildren. They are an organic part of our living space, but there are also parts that must be replaced for health, comfort and sustainability. A well-installed, energy-efficient skylight not only improves everyday comfort, but also contributes to significant energy savings. Just by replacing skylights and reducing the internal temperature by two degrees Celsius, the demand for heating energy can be reduced by almost 40%, without compromising comfort, which is possible with VELUX skylights.
The conducted study also helps in discovering which elements people are reluctant to change and which ones they consider replaceable.
The respondents pointed out that removing old and unnecessary things from the home contributes to freeing up physical space, but also to relieving the mind of unnecessary thought patterns and burdensome memories. The majority of respondents do not state that they are particularly attached to old objects, nor that they tend to discard them. About 30% of respondents postpone replacing old items for various reasons.
Clothes (54.9%) and household textiles (41.6%) were most often changed in the last year, because they are the easiest and cheapest to replace, while items that require larger financial investments were replaced only when they stopped working.
Items with emotional value, such as souvenirs, are rarely thrown away, although 36% consider them “candidates” to throw away, and only 20% have actually thrown them away in the last year.
The results indicate a strong consumer focus on practical renovation measures, with 72% of respondents admitting that there is a need to replace doors and windows primarily for energy efficiency and savings. Among the respondents, those who live in houses and rural areas would replace doors and windows before those who live in buildings, however, they cite financial reasons and the fear of unforeseen problems during renovation as the main obstacles.
E2 portal
Source: www.e2.rs
