Home is where the heart is

Monday, August 31, 2015

McCrindle is delighted to partner with NRMA Insurance to produce and launch the ‘Celebrating Our Home’ report. The study of 1,203 Australians reveals what home means to Australians and what it is that makes a house a home.

The great Australian dream is still alive and well, with nine out of 10 Australians still aspiring to own their own home.

Across age groups and ethnicities, when it comes to home 82 per cent say it is the family, or the people they share a house with, that make a house feel like a home while further 78 per cent said their furniture was an integral part of making the space feel like their own.

NRMA Insurance Head of Marketing Jane Merrick said; “We commissioned this unique study because we wanted to better understand what homes really mean to Australians. What we found is that for most of us creating a home is less about the building itself and more about an emotional connection.”

“Above all, home is still where the heart is and a sense of belonging, safety and security are the main things that make a house feel like home.”

Social Researcher Mark McCrindle said; “We’re a contented nation because whether we own or rent our homes, two thirds of us (65%) state that we love our homes.”


Despite the perception of an ‘always-on’ culture of over-achievement, technological distractions and 16 hour work days, almost half of all Australians still find the time to eat together at least once per day with an astounding four in five eating together at least once per week. Meals are most often shared at the dining table (45%) or in the lounge room (34%).

“It’s warming to see that despite Australians’ increasingly busy lifestyles, people are still finding time to sit down together and enjoy each other’s company and share their news from the day.

We are a house proud nation with the majority of Australians (96%) prioritising time in their busy lives to keep their homes clean. As many as four in five Aussies made changes to their home since moving in, which may contribute to the fact that one in five people are planning on staying in their homes for more than 20 years.

The kitchen is often referred to as the heart of the home, however according to the research the living or lounge room (47%), followed by the bedroom (19%) are seen to be the most important rooms in the home.

“When asked why the living room was so important, respondents said it’s where the family spends most of their time together – yes on screens but also for relaxing, playing games and gathering for a family pizza and movie night,” Mr McCrindle said.


RESEARCH IN THE MEDIA: Soaring prices have not deterred aspiring homebuyers


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