BATHROOM TRENDS - October 2017 INTERNATIONAL COMPARISON. Overview of bathroom trends in Houzz Inc.

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Olivia Norman
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1 2017 BATHROOM TRENDS - INTERNATIONAL COMPARISON October 2017 Overview of bathroom trends in

2 Big Ideas LAST UPDATED MORE THAN 15 YEARS AGO In most surveyed countries,* at least half of bathrooms that are in the midst of renovations today were last updated more than 15 years ago. Russian and Spanish homeowners are the most likely to give their bathrooms a face lift at frequent intervals, although still and 38% of bathrooms, respectively, were last renovated more than 15 years ago. SPENDY, BUT LIKELY JUSTIFIED Across the globe, renovating a bathroom is a serious investment, likely justified given the widely reported 30+ daily minutes spent in the bathroom. Germany and Japan command the greatest average renovation spend of 12.2 and 11.5 (in Euros), respectively, while most other countries fall in the 1.6K-8.1K range (in Euros). PRIORITIZING LARGER SHOWERS Many homeowners in countries across the globe opt to enlarge the size of their bathroom, with Japanese homeowners most likely to increase their bathrooms (40% vs. 21%-34% in all other countries). Impressively, even more homeowners opt for larger showers, although less so in Japan or Russia (19% and 22%, respectively, compared with 42%-72% in other countries). AWARDS GO TO. Japan for the most frequent high-tech toilet installations during toilet replacements (93% vs. 9%- of all other countries) U.S.A. for the most frequent two-sink installations during sink replacements (48% vs. 6%-35% of all other countries) Spain & Germany for the most frequent curbless entry installations during shower upgrades (60% and 55% vs. 3%-39%). *Houzz Research studies trends in the U.S.A., Canada, Australia,, Japan, Denmark, France, Germany, Ireland, Italy, Russia, Spain, Sweden, and the United Kingdom. 2

When and Why We Update Our Bathrooms Charts below show frequency of the bathroom being last updated 16 or more years ago, as well as frequency of finally

currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months.

3 When and Why We Update Our Bathrooms Charts below show frequency of the bathroom being last updated 16 or more years ago, as well as frequency of finally having the means as a reason for starting a bathroom renovation, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months. TIMING OF LAST BATHROOM UPDATES: 16+ YEARS AGO 75% 69% 64% 53% 59% 70% 52% 68% 45% 55% 38% 70% 43% BATHROOM RENOVATION TRIGGER: FINALLY HAVING THE MEANS 31% 30% 18% 28% 20% 18% 12% 23% 21% 22% USA Canada Australia Japan 3

4 What We Spend On Our Bathrooms Charts below show the average spend on bathrooms remodeled in (Source: Individual country Houzz and Home Studies); Spend is converted from country currency to Euros (using average yearly exchange rates per OFX). AVERAGE SPEND ON BATHROOM RENOVATION (IN 1,000 EUROS) USA Canada Australia Japan 4

How We Are Updating Our Bathrooms: Pro Hiring Charts below show frequency of hiring help, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently

Canada Europe TOP DESIGN PRO HIRED OVERALL PRO HIRING TOP DESIGN PRO HIRED OVERALL PRO HIRING USA Canada Asia - Pacific 11% Bathroom designer 18% Interior designer or decorator 83%

5 How We Are Updating Our Bathrooms: Pro Hiring Charts below show frequency of hiring help, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months. Canada Europe TOP DESIGN PRO HIRED OVERALL PRO HIRING TOP DESIGN PRO HIRED OVERALL PRO HIRING USA Canada Asia - Pacific 11% Bathroom designer 18% Interior designer or decorator 83% 79% France Germany Ireland 10% 12% Bathroom designer/ planner 16% 90% 72% 87% 91% Australia TOP DESIGN PRO HIRED 10% OVERALL PRO HIRING 89% Italy Russia 35% 12% Interior designer or decorator 83% 71% Japan 16% 17% 87% 96% Spain Sweden* 14% 10% 18% Bathroom designer 94% 90% 90% 5

6 How We Design Our Bathrooms: Style Charts below show frequency of homeowners choosing to change their bathroom style, as well as the style before and after among style changers, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months. Canada USA CHANGING STYLE 80% BEFORE 32% AFTER 24% Europe France CHANGING STYLE 96% 91% BEFORE 31% 38% AFTER 31% 44% Canada 82% Asia - Pacific CHANGING STYLE 44% BEFORE 30% AFTER Germany Ireland Italy 95% 92% 88% 32% 34% Traditional 35% 53% 56% 34% Australia 92% 36% 35% Russia 90% 68% 38% Japan 58% 52% 38% Modern Spain Sweden* 94% 96% 36% 31% 32% Modern 31% 90% 44% 38% 93% 34% 61% 6

How We Use Our Bathrooms: Top Functional Priorities Charts below

reported by homeowners who renovated their bathrooms in the past 12

to renovate their bathrooms in the next 3 months.

66% 68% 65% 51% 46% 67% 44% 49% 57% 65% 62% TOP FUNCTIONAL

7 How We Use Our Bathrooms: Top Functional Priorities Charts below show frequency of top functional priorities in a bathroom, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months. TOP FUNCTIONAL PRIORITY: EASY TO CLEAN AND DISINFECT 48% 64% 65% 66% 68% 65% 51% 46% 67% 44% 49% 57% 65% 62% TOP FUNCTIONAL PRIORITY: GOOD LIGHTING 49% 50% 43% 17% 49% 44% 40% 45% 40% 53% 43% 44% 41% USA Canada Australia Japan 7

8 What We Are Updating in Our Bathroom: Size Increase Charts below show frequency of homeowners increasing the size of the bathroom and the size of the shower, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months Canada Europe BATHROOM SIZE INCREASE SHOWER SIZE INCREASE BATHROOM SIZE INCREASE SHOWER SIZE INCREASE USA 21% 42% 34% 46% 25% 43% France 23% 53% Canada Germany 31% 72% Asia - Pacific Ireland 27% 57% BATHROOM SIZE INCREASE SHOWER SIZE INCREASE Italy 28% 60% Australia 31% 55% Russia 31% 22% 40% 19% Spain 25% 51% Japan Sweden* 34% 46% 53% 51% 8

9 What Products & Materials We Install In Our Bathrooms: Showers Charts below show frequency of homeowners installing showers by showerhead style and shower entry style, among those upgrading their showers, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months. SHOWERHEAD: RAIN/WATERFALL 52% 65% 64% 27% 41% 50% 63% 65% 63% 75% 58% 58% 50% 71% SHOWER ENTRY: CURBLESS 18% 21% 14% 17% 7% 30% 17% 55% 18% 39% 3% 60% 30% 18% USA Canada Australia Japan 9

What Products & Materials We Install In Our Bathrooms: Bathtubs Charts below show frequency of

bathtubs, as reported by homeowners who renovated their bathrooms in the past 12 months, are

10 What Products & Materials We Install In Our Bathrooms: Bathtubs Charts below show frequency of homeowners installing bathtubs by top styles, types and features, among those upgrading their bathtubs, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months. 72% STYLE: ALCOVE 46% 47% 35% 32% 30% 30% 40% 51% 52% 32% 39% TYPE: SOAKING 49% 56% 54% 70% 42% 20% 17% 20% 7% 2% 15% 20% FEATURE: SPACE FOR TWO 13% 16% 22% 17% 43% 14% 41% 20% 21% 14% 17% 43% 22% USA Canada Australia Japan 10

What Products & Materials We Install In Our Bathrooms: Plumbing Fixtures Charts

style among those upgrading their toilets, sinks and/or faucets, as reported by

renovating their bathrooms, or are planning to renovate their bathrooms in the

TOILETS: DOUBLE FLUSH 15% 33% 70% 78% 53% 56% 32% 45% 55% 38% 50% 44% 56% 55%

11 What Products & Materials We Install In Our Bathrooms: Plumbing Fixtures Charts below show frequency of top toilet types, sink quantity, and faucet mounting style among those upgrading their toilets, sinks and/or faucets, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months. TOILETS: DOUBLE FLUSH 15% 33% 70% 78% 53% 56% 32% 45% 55% 38% 50% 44% 56% 55% SINKS: TWO 48% 33% 14% 23% 15% 35% 27% 16% 17% 6% 23% 15% 13% FAUCETS: WALL MOUNTED 5% 9% 23% 34% 16% 15% 8% 13% 21% 18% 15% 15% 13% USA Canada Australia Japan 11

What Features We Choose in Our Bathrooms: High-Tech Features Charts below show frequency of homeowners installing toilets, bathtubs and/or showers with high-tech

months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months.

12 What Features We Choose in Our Bathrooms: High-Tech Features Charts below show frequency of homeowners installing toilets, bathtubs and/or showers with high-tech features, among homeowners updating their toilets, bathtubs and/or showers, respectively, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months. 93% HIGH TECH TOILETS 18% 12% 13% 18% 9% 12% 14% 17% 19% 18% 10% HIGH TECH SHOWERS 12% 10% 13% 16% 13% 13% 5% 8% 6% 21% 9% 15% 13% 15% HIGH TECH TUBS 11% 15% 20% 10% 6% 8% 5% 8% 8% 11% 10% 3% 5% 4% USA Canada Australia Japan 12

How We Use Our Bathrooms: Time Spent in the Bathroom Charts below show frequency of average time spent in home bathrooms per day, as well as frequency of weekly

are planning to renovate their bathrooms in the next 3 months.

13 How We Use Our Bathrooms: Time Spent in the Bathroom Charts below show frequency of average time spent in home bathrooms per day, as well as frequency of weekly mobile device usage in home bathrooms, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months. AVERAGE TIME SPENT IN A HOME BATHROOM PER DAY: OVER 30 MINUTES 78% 71% 60% 60% 57% 73% 64% 80% 51% 76% 75% 74% 73% 60% WEEKLY MOBILE DEVICE USAGE IN A HOME BATHROOM: AT LEAST ONCE 62% 52% 44% 40% 38% 69% 55% 62% 51% 78% 52% 63% 69% 52% USA Canada Australia Japan 13

14 Methodology The survey was sent to registered Houzz users all over the world, and fielded in June August Homeowners who completed a bathroom renovation project in the past 12 months, are currently working on one, or plan to start one in the next three months shared their plans and progress in our online survey. N=10,474. Country N USA (US) 2,032 Canada (CA) 180 Australia (AU) 1,714 (NZ) 364 Denmark (DK) 145 France (FR) 1,085 Germany (DE) 570 Ireland (IE) 218 Italy (IT) 956 Japan 231 Russia (RU) 512 Spain (ES) 576 Sweden (SE) 176 United Kingdom () 1,715 14

HOUZZ & HOME. June 2017 INTERNATIONAL COMPARISON. Home Renovation Activity in Houzz Inc.

HOUZZ & HOME. June 2017 INTERNATIONAL COMPARISON. Home Renovation Activity in Houzz Inc. 2017 HOUZZ & HOME INTERNATIONAL COMPARISON June 2017 Home Renovation Activity in 2016 Big Ideas DECORATING IS POPULAR IN 2016 FOR HOMEOWNERS ON HOUZZ In most surveyed countries,* nearly half of homeowners