HIGH POINT — Social media may be the top influencer when it comes to how people style their homes, but the shelter magazines aren’t too far behind. According to a Furniture Today Strategic Insights survey, home décor publications were the top design inspiration pick by nearly one-fifth of respondents.
Among those who cited magazines as their greatest muse, Better Homes and Gardens was the clear favorite among total respondents and across all age groups. Celebrating its 100th year in business in 2022, the publication was cited as the top read by around two-thirds of those in the Millennial, Gen X and Baby Boomer demographics and an even higher amount for the youngest survey participants in Gen Z.
Gen Z magazine readers also gave high marks to Elle Décor, Southern Living and Traditional Home. Millennials as well had a preference for Southern Living and Traditional Home, but put HGTV magazine as the second choice behind Better Homes and Gardens.
Specialty title Architectural Digest was an inspiration source for more than one-third of Baby Boomers (38%), who also rated highly Country Living, Southern Living and Good Housekeeping, the latter of which dates to 1885, making it a few years older than House Beautiful, founded in 1896. For Gen X, Good Housekeeping and HGTV’s publication were tied for second.
How long home and décor magazines will continue to influence consumers is unknown; however, the industry has declined by 20% in the past five years, according to PwC data. Martha Stewart Living, which was a top read for 28% of respondents survey earlier this year, stopped its print publication in May.
About the data
Furniture Today Strategic Insights fielded an online survey in January and February 2022 to a nationally representative sample of 755 consumers to assess their shopping preferences when it comes to buying home furnishings. For additional information about the survey, please contact Joanne Friedrick, research editor, at [email protected]
See also: See 7 design trends, plus pandemic-inspired needs, in Houzz summer trends report
I’m Joanne Friedrick, research editor for the Home Furnishings Division. I began my career as a newspaper editor and then became a trade journalist, covering myriad industries including pension funds, supermarkets, gourmet food and security systems, just to name a few. Most recently, I entered the home furnishings category as a contributor for HFN and Home Textiles Today before transitioning into research where I now get to tell the stories behind the numbers for all of the HFD titles.