Domesticity might not be the first thing you think of when you think of Sven Goren Erikkson and his Italian partner Nancy DellOlio but according to new research from Black & Decker they may be a match made in European heaven in terms of traditional home-making roles.
New findings from the Black & Decker European Home Survey reveal that home owning, Swedish, middle aged men are the keenest home improvers, while Italian women seem happy to just let the men get on with it.
Its all due to a general North South divide, highlighted by the research, which shows that, while Swedish men are the most enthusiastic when it comes to carrying out home improvement, Italian women prefer to do the housework.
The Black & Decker European Home Survey has been carried out across seven European countries, including the UK. The latest findings also reveal how satisfied we are with our homes and gardens and our home improvement skill level.
Respondents were asked to say which of the following home improvement jobs they felt able to undertake themselves:
? Fit a new kitchen
? Tile a wall
? Prune a tree
? Mend a leaking tap
? Choose a new colour scheme
? Decorate a room
? Plaster a wall
? Make a cushion
? Put up new shelves
? Cut shelving to size
The results show that the Swedes are the European home improvement champions, with the Brits coming second followed by France, Germany, Belgium and Spain - the Italians, as the most reluctant to attempt virtually all of the tasks listed, come last.
The research also reveals that the traditional gender stereo-types are still present with men being more confident than women when it comes to attempting all tasks apart from making a cushion, choosing a colour scheme and decorating a room.
Only 9% of British women would contemplate mending a tap and 4% would plaster a wall. Of the jobs that might be considered traditionally male, women felt most confident about putting up shelves and pruning a tree. In fact, it appears that the ideal person with whom to set up would be a middle aged man from Sweden as not only are they most confident when it comes to home improvement but Swedish men are also more likely to help out with other household tasks. The result is that men like Sven Goren Erikkson could be the perfect home making partner, particularly if you are a woman who isnt that keen on home improvement as Italian women appear to be.
Willing and Able?
The research also highlights that most of us feel a genuine need to make changes in and around our homes. When asked what makes the place we live in a home, 69% of Brits agreed that making your own mark through home improvement like decorating was an important part in creating a home. Yet, in spite of this, the overall level of confidence across Europe is low. While the majority of us are happy to attempt decorating a room, less than half of the adult population in Britain would undertake jobs like putting up shelving or tiling a wall. Confidence drops to below 20% when it comes to more difficult tasks like fitting a new kitchen or plastering a wall.
Andrzej Aleksander, brand & communications manager Black & Decker says: Our research shows that the home and garden have become a key expression of individuality. Many people have a real need to carry out home improvements in order to personalise their domestic space and make it their own home. It is therefore surprising to learn that so many of us lack the confidence to attempt some of the most basic home improvement tasks even when there is so much advice around.
As well as designing products which are specifically aimed at making these tasks quicker and easier to carry out, Black & Decker also offers help at www.blackanddecker.co.uk, showing how to carry out some of the most popular indoor and outdoor home improvement jobs.
Are You Getting Satisfaction?
Another key aspect of the research looks at satisfaction with our homes. Respondents were asked which of the following things they would most like to change about where they live:
? More indoor living space
? More privacy
? Newer furniture and fittings
? Some or more outside living space
? Less threat of crime
? Less noise
? Newer decoration
? Nearer to work
? Different period/style of home
? Better local facilities schools, shops etc
The results show that the common concern across Europe is lack of space. For the British, more indoor living space is what we want most (28%) Indeed if we include more outdoor space into the equation, space is overwhelmingly the biggest concern, accounting for 35% of first choices. Lower on our list of priorities are more privacy (11%), newer furniture and fittings and less crime. The Swedes were the only nation who did not conform to this norm for them newer fixtures and fittings came first.
The desire for more space may be partly due to the fact that we are doing more things at home from working and using the internet, to relaxing and entertaining. We may also want more space to express our individual taste and identity. The research has indicated that we increasingly see our homes as an expression of our identity and, given the growth in the number of single person households, we increasingly have the freedom to express ourselves in this way.
A consequence of the increasing interest in home improvement is that the demand for tools and information that helps us complete DIY tasks quickly and easily will continue. Black & Decker is already addressing these issues through continuous new product development to make tasks simpler and easier to undertake and by offering advice and tips on how to tackle improvements inside and outside the home.
The Future Foundation who questioned five hundred adults in each of seven countries conducted the Black & Decker European Home Survey: France, Britain, Germany, Belgium, Sweden, Italy and Spain. For a full copy of the Black & Decker European Home Survey log on to the Black & Decker web site at www.blackanddecker.co.uk.
Black & Decker® is the worlds largest producer of electric power tools and has developed a reputation for developing innovative break-through products. Black & Decker® has product ranges in four main areas: Power tools, Outdoor products, Household and Accessories.
Black & Decker® launched their new brand statement Make it Your Own Home(TM) in September 2002.
Statistical References
For data sources please refer to the Black & Decker Home Survey.