Weekend Argus (Saturday Edition)
HOME IS WHERE IT’S AT
A global trend towards staying in instead of going out is affecting how people live and perceive their living spaces
THE COMFORT and safety of home is becoming increasingly alluring for South Africans, who are starting to mirror their international counterparts by “staying in” more as opposed to going out.
The habit has given rise to the term “cocooning”, which is defined as removing yourself from normal social environments which can be busy, noisy, or even dangerous, and taking comfort within your own home.
The global trend is affecting not only how people live, but how they view their homes, and its growth in South Africa is becoming apparent by the types of features being included in house designs, and the choice of upgrades made in existing homes, says Dawn Bloch, area specialist in Kirstenhof and Zwaanswyk for Lew Geffen Sotheby’s International Realty.
Citing a study by UK market research firm UK Now, she says 73% of millennials prefer to exchange regular nights out for evenings of home entertainment, and rather save money for special events and occasional big nights out.
“The study further found that, of the general adult population surveyed, 69% has a similar preference for home entertainment, with this preference declining with age to 45% for over 65s.”
A 2016 online survey across 17 countries, conducted by market research institute GfK, showed on average a quarter of those entertain guests at home either daily or weekly. A third entertains monthly, while fewer than one in 10 people say they never entertain in their home.
Another highlight of the survey was that people living in households with children and youngsters in their 20s are more frequent hosts than those without children.
However, it is not only those with children who prefer staying in to going out. Research from Mintel shows that 28% of young American millennials,
aged 24 to 31, drink at home because they say it takes too much effort to go out. Overall, the research found that 55% of American consumers prefer drinking at home.
“In addition to being perceived as more relaxing (74%), cheaper (69%), and personal (35%), nearly two in five (38%) home drinkers are choosing to drink at home to better control their alcohol intake,” the report says.
“We rarely go out,” says 40-yearold Marc Rall, who lives in Cape Town.
“Apart from it being too much hassle with young children, we don’t like driving around at night for safety reasons.
“We do entertain at home occasionally, just with friends and family, and if we have to go out it is only to one of their houses, which are all less than a kilometre away from home.”
Despite her young age, Paige Ellerson, a 21-year-old from Durban, is proud of her “home body” status.
“I go out in the evenings only if I really have to, such as attending friends’ birthday parties or events.
“My boyfriend and I prefer to spend time at home with our families as it is safer and takes way less effort than getting dressed up and driving to one of the clubs or restaurants. It is also much cheaper.”
With the cocooning trend gaining momentum, statistics from around the world indicate there has been a significant growth in home industry product sales, with today’s consumers wanting to spend more time at home, and willing to spend more for products that will help enhance their home lifestyle, Bloch says.
“Technology in the form of easyto-install home security systems and smart home integration enable us to create safe havens over which we have increasing control, especially with app-based systems that allow us to remotely access features like lights and entertainment systems.
“And, with the advent of entertainment giants such as Netflix and various streaming options, people have access to all the current offerings from the comfort of their homes.”
Bloch says as a result, it is clear to see how home design is evolving accordingly with more multi-use and communal spaces and increased flow between indoor and outdoor living areas.