At a time when Americans' lives are busier than ever and to-do lists feel never ending, organizing makes homeowners into masters of their universe; a staggering 95% of homeowners say they feel when their home is organized that their life is organized, according to a new MasterBrand Cabinets home organization survey. The nation's leading cabinetry manufacturer conducted a survey of more than 1,000 U.S. adult homeowners ages 25–65, revealed today.
Whether stand-up mixers clutter the countertop or a family member keeps leaving cabinet doors open, 81% of homeowners report they can't relax if their kitchen is a mess. To cope, homeowners admitted in the survey that they go to such lengths as "storing pots and pans in [a] kids' room," using a "hidden compartment under the coffee table," and even filling "the spare bathroom tub" with disparate items to find enough storage.
Over 23% of U.S. adults identify as Better Organization Seekers, according to AudienceSCAN. Sixty-six percent are homeowners, 47.6% are married and 42.4% have children living at home.
Why is getting more organized important? Homeowners report that they'd enjoy certain activities more in a put-together space, such as cooking or preparing meals (64%) or hosting social gatherings (36%).
According to AudienceSCAN, 41.9% of Better Organization Seekers tried new cooking recipes and 40% tried their hand at baking last year, and plan to do both again this year. Additionally, 61.1% want to make purchases that make them feel more comfortable and 43.5% intend to make purchases that make them feel more relaxed.
"After years of observing and studying how families cook, clean, work and entertain in their spaces, this research confirms that organization is a never-ending, but very worthy, pursuit for many homeowners. The number one regret we hear, without a doubt, is not including enough organizational options," said Stephanie Pierce, director of design and trends at MasterBrand Cabinets.
Here are some additional findings about how homeowners view organization:
Move Over Countertop Clutter
There are numerous storage issues in the kitchen that can trigger anxiety, but for the majority (60%) countertop clutter is the issue that causes the most stress. Appliances, such as stand-up mixers, are the chief offender (52%), followed by mail and other paperwork (16%). Stand-up mixers and other large appliances (39%) also rank as the top-most-challenging-to-store kitchen item.
Divided Views on Getting Organized
While a third of respondents consider organization a hobby, the rest feel it's better described as a chore. However, millennials may be more up for the challenge, as 42% consider organization to be "a hobby," compared to 33% of the general population.
Regardless of whether it's viewed as a chore or hobby, many homeowners are overwhelmed. In fact, of those surveyed, nearly half think organizing their home is more overwhelming than training for a marathon.
Ups and Downs of What Goes Where
No matter how organized the kitchen is, each homeowner has their own definition of the "right" way to organize. More than half of those surveyed (58%) believe "every item has to be in its proper space," compared to 42% who "store items wherever they can find room."
Either way, preferences show:
- Cups should be stored facing down (60%) vs. facing up (41%)
- Pots belong in the cabinet (83%) vs. hanging up (18%)
- Built-in microwave (65%) is preferred vs. countertop (35%)
- Knives go in a butcher block (58%) vs. in a drawer (42%)
Retailers of kitchen cabinets and other storage/organization options can appeal to Better Organization Seekers through a number of advertising media. Last year, the most effective advertising medium, according to AudienceSCAN, was TV commercials. That ad format drove 64.5% of Better Organizations Seekers to take action. Other ad format that inspired action from this audience last year included direct mail (62.7%), social (54.7%), sponsored search results (53.5%) and email (53.1%).
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.