2025年家政服务营销研究报告（英）

Demand for home services continues to be heavily affectedby the effects of inflation and high interest rates. To betterunderstand the current environment, Tinuiti surveyed 1,000US homeowners in February 2025 on what their expectations Homeowners Spent Less on Improvementsin the Last Year as Interest Rates andInflation Delayed Projects and Drove Up DIY and Repairs Are Set To Grow Services Providers While Men Are More Drawn to NationallyRecognized Brands the Two Are Equally Influential for Gen Zand Millennials 16 Reviews, but Nextdoor and Reddit Playa Meaningful Role Very Much Spread Out Through the Year Homeowners Spent Less onImprovements in the Last Year asInterest Rates and Inflation DelayedProjects andDrove Up DIY Asked how their spending had changed in the last year compared to the year prior in the areas of homemaintenance, repair, and improvement services, the most popular answer for all three was that spending in Gen Z and millennials are the most likely to report increasing their spending on home repairs with 44% doingso in the past year, compared to just 30% among older generations. Only 27% of Gen Z and millennials say they These results align with how respondents say that high interest rates and/or inflation specifically impactedtheir home services spending over the last year. Overall, 40% of respondents say that interest rates/inflation Digging deeper into the impact of high interest rates and/or inflation, more than 60% of respondents say thatthey’re taking on more home projects themselves. The majority, 54%, also say they’re delaying some home Gen Z and millennials are particularly likely to report being stuck in their current homes due to high interestrates and/or inflation with 60% saying so, compared to 47% of older respondents. The younger generations are 2025 Home ImprovementSpendingIs Expected To Hold Steady, Asked how they anticipate their 2025 home services spending to change relative to 2024, about the samenumber of respondents expect to spend more on improvements as expect to spend less. In the areas of repair Younger respondents have the most optimistic outlook on their home services spending for 2025, with 43%of Gen Z and millennials expecting to spend more on home repairs, 34% expecting to spend more on homeimprovements, and 35% expecting to spend more on home maintenance. That compares to 32% of older The ultimate trajectory of interest/mortgage rateswill be very important to how homeowners approachhome improvement projects over the next year.While just 31% expect to spend more on home Asked which types of home projects they’re interested in using home services providers for in 2025,respondents most commonly selected necessary maintenance, followed by projects that enhance the Among those who would look to invest more in home improvement projects if interest rates come down,respondents looking to stay in their homes are more likely to say that they’re interested in hiring for necessary While at least 20% of respondents say they’re interested in using a home services provider in 2025 for everytype of project included in the survey, the least popular project types are those that would make homes moreeco-friendly. Eco-friendly projects held greater appeal among the younger generations, though, with 29% of Online ReviewsAre EspeciallyImportant for Younger Generations Asked to select the three most important qualities of home services providers for hiring decisions,respondents most commonly selected that the company is licensed and insured and has the best prices. For most home services shoppers, it’s notparticularly important for providers to be nationallyrecognized brands. In fact, more than twice as “More than twice as manyrespondents say that abusiness being locally ownedis a top three quality for them Among Gen Z and millennials, having good online reviews was the most commonly selected important qualityof home services companies, just outpacing having the best prices. Being licensed and insured placed thirdamong the younger generations, but was only chosen by 37% of them, compared to 46% of Gen X and older Two other considerations homeowners have when choosing a home services provider are whether thatcompany is a specialist (or provides multiple services) and whether the company offers a subscription model. For home services that are repeated regularly, the popularity of subscription plans varies significantly by thetype of project. For respondents who hire for housecleaning services, 44% prefer a subscription plan, which is Women are More Likely To Rely onEndorsements From Friends and FamilyWhile Men Are More Drawnto Nationally Recognized Brands Among respondents who live with a spouse or partner, 45% say they typically make decisions on who to hirefor home services themselves, the same share who say that they make these decisions together with theirspouse/partner. However, men are much more likely to say they make such decisions themselves, while