Homeowners uncertain how to start a refit, says survey

New research has revealed that 71% of UK homeowners wouldn’t know where to start if they wanted to complete a bathroom refurbishment.

The survey of 1,100 consumers by DigitalBridge found that only 5% of people would feel ‘extremely confident’ about how to go about beginning the process of refitting their bathroom.

By contrast, more than half (57%) of homeowners said they would feel very unsure, and 14% stated they would have no idea whatsoever where to begin. Of these, 64% believed that this uncertainty would delay them even starting a project.

Renovation uncertainty was most common among those aged 55 to 64 and least common among 25 to 34-year-olds. Almost 19% of the older age bracket admitted they would have no clue about how to go about having a new bathroom fitted. This figure dropped to 12% among the millennial generation.

A further three-quarters (74%) of people had very little or no idea about how much a new bathroom would cost to purchase and fit.

DigitalBridge chief executive David Levine said: “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. Younger consumers appear to be more knowledgeable about the renovation process than their older counterparts.” He put this down to a greater tendency for the younger age group to use online search and digital tools to inform their thinking.

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“There is evidently some work to do around educating homeowners on how straightforward the process can be.” He said: “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.”

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