Colour and finish continue to grow in significance as drivers in consumers’ choice of windows, with a new independent survey showing 75% of homeowners see them as key factors in determining their purchasing decisions.
Security, energy efficiency and sustainability, were also cited by respondents in the survey conducted by YouGov for Deceuninck as key influences on their purchasing decisions. Price point was also a significant factor for some groupings but less so for others.
Deceuninck managing director Rob McGlennon said: “Energy efficiency and security are key drivers of window and door purchases but colour, aesthetics and finish, are increasingly important, cited by 75% of respondents in our poll as an influence on their purchasing decisions.”
But he added: “What’s even more interesting, is that when you drill down into the detail, you can identify the increased weighting that certain demographics place on colour and finish, over and above other factors, as well as the influence of age grouping on colour preferences.
“These insights are invaluable in supporting the industry in selling colour and finish more effectively.”
Across all age groups window security and energy efficiency polled highly. However price was less important for older homeowners, those aged 55+ (56% said very important vs. 68% for 35 to 54-year-olds). Purchase from a trusted supplier (70%) was also more important for this grouping.
Rob continued: “With age comes wisdom. Older consumers and homeowners, have maybe bought windows and doors in past and made those purchases on the basis of price, and appear to have learnt from the experience.
“Frame colour, match to their home, a trusted supplier and to a lesser extent sound proofing, were statistically significantly more important to this demographic.”
When asked what would be their first colour choice if they were to change their windows, White was cited by 43% of homeowners greys, including Anthracite Grey, Agate Grey, and Grey, accounted for a combined 17%. Irish Oak and Rosewood polled 7% and 6% respectively. Greens, including Chartwell and Sage Green, recorded 4% and 1%; Black and Cream each recorded 4%.
Deceuninck will be releasing detail analysis of the survey results over the coming weeks to its customers in a series of remote presentations and workshops.
The research, commissioned by Deceuninck, was conducted online by YouGov at the end of December 2020, using an online interview administered to the YouGov UK panel of 800,000+ individuals. A total of 2000 plus interviews were conducted amongst a sample of 18+ UK adults (including Norther Ireland), of which 1,336 were homeowners. The figures have been weighted and are representative of all UK adults (aged 18+).www.deceuninck.co.uk