Home Domestic Services - UK - March 2009
Pressure on time in terms of work, leisure activities and the home has led to consumers being increasingly willing to buy in help in order to manage their lives better. The question is therefore whether the current economic pressure will derail this trend towards hired help. The major factors affecting the use of domestic services relate to lifestyle and affluence. It therefore follows that if these are being affected by the economic climate then demand may be impacted.
The motivation for using hired help is both psychological and financial. There has been a fundamental shift towards it being acceptable to buy in help to do jobs that consumers do not want to do themselves. It is, however, financial circumstances that have made this change in attitude affordable until now.
As well as the employment of regular services, there has also been a growth in occasional or one-off usage of particular services. Some of this is related to home moving and home development meaning that again there is the potential for changes in demand.
How far have attitudes towards household chores changed and how strong is the desire to free up more ‘quality’ time?
Is it desire or necessity as increasingly busy lifestyles create a need for domestic help due to longer working hours?
Will there be opportunities presented by an ageing population for those offering cleaning, gardening and other household services?
Does having children often necessitate the need for more help in the home?
Does the quality of service and reliability (and consistency) of service put a lot of people off? Or do a lot of people just like doing the jobs themselves and not really trust others in their home?
How much more of consumers’ lives can be outsourced?
Is there an opportunity for this to shift from a cottage industry to big business?
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