New Research From Trusted Media Brands Identifies 'Home-Basing' Trend

NEW YORK, Nov. 13, 2018 /PRNewswire/ -- Trusted Media Brands, a leader in consumer-driven multi-platform media content, in partnership with Kantar Consulting, today released initial findings of a multi-phase study on American families. "Home-basing: Staying in is the New Going Out" is the first release of a three-part research series on "The Modern Family" that delves into the nuances of modern family life, makeup, and shifting behaviors. This comprehensive study is redefining common perceptions of quality time, the evolving meaning of home, desired experiences, and the role of diversity in the family.

The initial findings of "Home-basing: Staying in is the New Going Out" found that America has become a nation of homebodies: 80% of families would rather stay in with their family than go out, with nearly the same percentage (78%) of today's Millennials saying so. The desire for comfort, connection, and quality time are driving deeper investments in home-based experiences that go beyond Netflix and Amazon Prime. 

"Home-basing: Staying in is the New Going Out", and other key findings, can be viewed here.

The impact of home-basing is being felt across industries such as hospitality, entertainment, housing, home improvement, and even energy. Trusted Media Brands has uncovered the catalysts driving this new trend, and what businesses catering to these "modern families" can expect:

• A New Floor-plan: 63% of all families—and 79% of multi-generational families—are adapting their homes to accommodate changing family structures, contributing to the decline of single-family home sales.
• Home Improvement: As they embrace new family structures—from multi-generational to non-traditional—72% of families have an "always on" attitude toward home improvement and are "always seeking to improve our home." 
• The Family Meal: 82% of American meals are prepared at home—while 91% of families, regardless of generation, claim that eating and cooking together is a top priority.
• Quality Time: 78% of families make sure to set aside time at home for family gatherings with activities that range from board games (83%) to doing chores together (66%); For Millennials, video games (69%) and group exercise (70%) are favored quality time activities. 

"With category-leading brands such as Reader's Digest, Taste of Home, and Family Handyman, Trusted Media Brands has always been at the forefront of understanding changing family dynamics—across generations, attitudes, values, and priorities. As modern families continue to evolve, so too should brands' marketing approach, and this study identifies the unified themes that impact how modern families spend their time and money," said Bonnie Kintzer, president and CEO, Trusted Media Brands.

Research for the Trusted Media Brands "Modern Family" series was led by the company's Insight Lab which is dedicated to producing breakthrough consumer and B2B insights in an era of accelerated change. The research data came from the following three sources: A custom, online survey of 3,500 American adults 18+ in families conducted from July 18 to July 27, 2018 (Note: "Family" was defined as two or more adults living in a household, with at least one being a family member or spouse); 250 qualitative interviews with 50 people through the Voxpopme platform; annual and quarterly surveys from Kantar Consulting's U.S. MONITOR, an ongoing source of insights about the changing attitudes, values, and lifestyle of the American consumer.

According to comScore, the Trusted Media Brands Digital Network is among the top 19 out of 1,800 digital lifestyle networks. Across its digital network the company reached 58.8 million unique visitors (UVs) in August 2018, a 21.3 percent increase from the same period last year.

About Trusted Media Brands, Inc.
Trusted Media Brands, Inc. comprises a network of engaged, active readers who genuinely connect with its blend of uplifting and expertly-curated family, food, health, home improvement, finance and humor content digitally, via magazines and books, social media, and events and experiences. Founded in 1922 by DeWitt Wallace as Reader's Digest Association, one of the first user-generated content publishers, Trusted Media Brands, is headquartered in New York City. For more information, visit www.trustedmediabrands.com.

Contact: Becky Wisdom, [email protected]

SOURCE Trusted Media Brands