AO

Brits don’t believe their appliances will last, says AO survey

Only one-in-20 Brits own appliances over 10 years old despite claiming they want to buy sustainable products that last a long time.

This was one of the surprising conclusion from a survey of 2,000 householders carried out by online retailer AO in conjunction with premium appliance brand Miele.

In a society more concerned than ever about sustainability, the AO survey discovered that Brits believe they should replace their appliances on average every six years, even though 80% of those surveyed said they regarded it as important that the appliances they buy will last a long time.

Participants in the survey were asked how long they kept various categories of appliance before replacing them. On average they kept hobs and fridge-freezers for seven years, while they would hang on to washing machines, tumble-dryers, dishwashers and vacuum cleaners for six years. Coffee machines were replaced most often – typically after five years.

More than three-quarters of those polled said that buying good-quality appliances was important. Just under two-thirds (62%) said they considered sustainability when purchasing a product, with more than half (54%) admitting they would pay more for an appliance if it was sustainable.

The survey also showed that consumers aged 55 and over kept their appliances the longest, on average eight years, while Generation Z buyers (born between 1997 and 2012) kept them for the shortest time – on average four years.

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Commenting on the results of the survey, Miele category manager Alastair Cooke said: “While this survey shows that many of us don’t currently keep our appliances for a long time, the fact that more people are actually starting to consider their sustainability is an encouraging sign that there is a shift towards wanting to own quality appliances that are designed to last.”

He added: “At Miele, many of our products, such as washing machines, tumble-dryers and dishwashers, are rigorously tested to the equivalent of 20 years’ usage in the home. This ensures longevity, which is the ultimate form of sustainability.”

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