Friday, June 07, 2013
A new U.S. online survey conducted by Harris Interactive on behalf of PLANET, the national trade association of landscape industry professionals, shows that consumers are looking to increase spending on hardscapes (outdoor kitchens, patios, decks, water features, and walkways) and other specialized services (irrigation and lighting). Hardscaping is comprised of outdoor living spaces and paved, non-living components of a landscape.
The study surveyed 2,219 adults ages 18 and older, of whom 1,830 have a lawn or landscape. Consumers were asked about their spending on professional lawn and landscape services from lawn care and landscape maintenance to tree care, water features, and outdoor lighting.
Overall Spending Trends
While overall consumer spending is expected to remain steady in most categories, landscape maintenance (mowing, edging, leaf cleanup) will see a modest increase in spending ($700 on average in the coming year vs. $600 in the past year), while spending will increase to hire a professional for hardscapes and specialty services ($2,300 on average in the coming year vs. $1,680 in the past year).
“Despite the sluggish economy, our core landscape maintenance services are holding steady, while consumers are deciding to increase their investment in projects that encourage ‘staycations’ and outdoor entertaining, and ultimately improve the resale value of the home,” said PLANET CEO, Sabeena Hickman, CAE, CMP.
Who is spending the most on landscape services?
Men outpace women when it comes to hiring professional landscape help over the past year (39 percent vs. 32 percent), and younger adults, ages 18 to 34, stand out as most likely to have hired professionals for the building of outdoor living spaces, patios, and walkways over the past year (9 percent vs. 3 percent of those age 35+).
In general, 35 percent of those with a lawn/landscape have hired professionals to do lawn and landscape services over the past year, with those in the South (38 percent) and West (40 percent) being more likely to have hired a professional than those in the Midwest (29 percent.)
Why do consumers find value in hiring landscape services?
The most often cited reasons for hiring a professional for lawn/landscape services are as follows: “They don’t have the knowledge, skills or physical ability” (42 percent), and “they don’t have the right equipment” (42 percent) to do the landscape work themselves.
Interestingly, younger adults (18 to 34) were more likely than their older counterparts to say “don’t have the patience” as a reason to hire a professional.
“Eighteen to 34 year olds might be more digitally connected than their parents, but they are still putting a high priority on outdoor entertainment areas. They are looking to landscape professionals to take on work that is not only time-consuming, but also requires a high degree of expertise to be done well,” added Hickman.
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