Third such from the company, in cooperation with Swedish business intelligence agency United Minds, it features quantitative surveys across many cities - Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai, Stockholm, Sydney, Toronto, Zürich and Madrid. In addition, Ikea visited households in four cities - Mumbai, Stockholm, New York and Shanghai. In all, 12,000 respondents in the age group of 18 to 80 were interviewed.
Overall, 48 per cent of those surveyed said home is where they have their most important relationships, while 20 per cent referred to home as only a physical space. Another 19 per cent said home is where they keep their most important things and seven per cent called it a geographical space.
The study brings out the importance of senses with reference to home. For instance, 18 per cent consider their homes too bright. For many, music makes a house a home. Around 59 per cent play music to get a “homey feeling”.
Need for privacy is another area. More than a fourth 29 per cent say “more privacy” is what they long for most at home. As many as 25 per cent would choose to spend an hour alone at home, if they had one to spare. Noting the need for social interaction has come down drastically, the study shows 23 per cent think it’s more important to have good wi-fi than to have social spaces at home.
Taste and smell also play their role. Around 30 per cent say they associate a certain food with home and 63 per cent cook to create the feeling of home. The taste of mother’s food tops the list of what makes a home.
Objects are important as well in defining a home, the study has found. Around 53 per cent keep objects in their homes that are connected to memories and 11 per cent bring something from home when they travel. There’s also guilt on possessing too much. In Sydney, as many as 22 per cent feel guilty about owning too many things, compared to the average of 15 per cent.