Despite lingering economic pressure, young adults are seeing the value in hiring professionals for hardscapes (outdoor kitchens, patios, decks, water features, and walkways) and specialty services in 2013. According to a recent survey by Harris Interactive on behalf of Planet, 9% of consumers 18–34 hire pros, compared to only 3% of those 35 and over. Planet is the national trade association of landscape industry professionals.
To make the most of their current surroundings, 60% of homeowners plan to make a home improvement or addition this summer, according to a new Zillow survey. And outdoor spaces (40%) are one of the most popular summer home improvement projects.
Homeowners plan to spend a median of $1,200 on summer home improvement projects. Sub-groups of homes with children as well as homeowners 54 years of age and younger plan to spend one-third more ($1,500) compared to homes without children and those 55 and older ($1,000).
WHO IS SPENDING THE MOST ON LANDSCAPING SERVICES?
Men were more likely than women to hire professional landscape help, 39% versus 32%. Overall consumer spending on landscaping services is projected to remain steady, with landscape maintenance expecting a modest bump of $100.
Spending is expected to increase among consumers who hire a professional for hardscapes and specialty services to $2,300, compared to $1,680 in the past year.
In general, 35% of those with a lawn/landscape have hired professionals to do lawn and landscape services over the past year, with those in the South (38%) and West (40%) being more likely to have hired a professional than those in the Midwest (29%.)
WHY DO CONSUMERS FIND VALUE IN HIRING LANDSCAPE SERVICES?
The most often cited reasons for hiring a professional for lawn/landscape services are as follows: "They don't have the knowledge, skills or physical ability" (42%), and "they don't have the right equipment" (42%) to do the landscape work themselves.
Interestingly, younger adults (18 to 34) were more likely than their older counterparts to say "don't have the patience" as a reason to hire a professional.
To learn more about consumers who spend on home improvement projects, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: Survey conducted by Harris Interactive on behalf of Planet. 30 Apr. 2013. Web. 27 Jun. 2013; "Summer Home Improvement Trend and Spending Survey." Zillow Digs. 21 Jun. 2013. Web. 27 Jun. 2013.]