Survey insights on UAE Residents’ views support IKEA’s global Life at Home research, embodied by IKEA UAE’s – Home is Here Campaign
Dubai, United Arab Emirates, May 8, 2017: UAE residents consider the UAE their home and are living here in excess of five years, a piece of research by Swedish home furnishing retailer, IKEA - part of Al-Futtaim group of companies, has unveiled.
When asked where they would call home, 93% revealed their strong attachment to the country by citing the UAE, whilst more than two-thirds of those questioned have lived here for more than five years.
The research, which was commissioned by IKEA to accompany its latest regional advertising campaign, Home is Here, aimed to understand what transforms a house into a home – which in the UAE is often rented and not owned.
The insights revealed that for most (more than 60%), the kitchen is the heart of the home. Many cited that the activities that took place in the kitchen, made the house feel more like home to them. Whether it was cooking with friends and family, (32%) or being able to make a mess in the kitchen freely (30%). Additionally, almost a quarter of the respondents (23%) when asked “What makes your ‘home’ a home?” responded that home was being able to relax and regularly throw a house gathering.
These insights into the UAE’s love of entertaining also positions us to be a very welcoming nation, for example, frequently hosting meal gatherings and inviting friends and family over to share that experience. Over three-quarters’ of the respondents (76%), have hosted at least one such gathering in the past month.
UAE residents living with either their own children or younger siblings, had their own light-hearted, insights to share. Over half these respondents cook almost daily with the younger family members, highlighting the importance of quality family time. Whilst the polls also showed that almost 60% of the respondents let their children jump on their beds, and in retrospect, the kids were the messiest residents of the household (45%).
Whilst many people spend significant time and money in decorating their home, IKEA was also keen to find out what household items make its inhabitants feel most homely. Over half of the respondents (53%), believed that it was ‘the little things’ around the house that made it feel more like home. Whether it was the pillows, the accessories, the customized picture frames or the plant pots, as opposed to larger furniture items.
Vinod Jayan, Regional General Manager – IKEA UAE, Qatar, Egypt and Oman said, “To see that most residents view the UAE as their home just goes to show what a great place it is to live and highlights the fact that more and more people are choosing to lay down their roots here. At IKEA we know that your house is very much a part of that feeling of belonging and that the kitchen is at the heart of everyone’s home – whether it is entertaining friends or spending time with family. This is the reason for us to launch our latest campaign, Home is Here – we want to remind you that it is not about where you come from, but all the things you do in your house that turns it into your happy home.”