The new season’s warmer weather, special occasions and the Government’s latest spring statement drove engagement with related content categories and topics last week, as Brits balanced sunnier days with financial prudence. And with Easter coming up, home improvement planning also began to gather pace.
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Easter promise of home improvement
With the spring upon us and the long Easter weekend to look forward to, the time is now for millions of Brits to plan improvements to their homes and gardens. And with average UK house prices exceeding £350k for first time ever, sprucing up the homestead for the new season to either stay put or move on also looks to be among the key drivers of category growth compared to last year.
While engagement with our Home & Garden category grew at a similar time in the build up to Easter last year, readers appear to be planning out their indoor or outdoor improvement projects at a greater pace this year, with Page Views up +35% year on year.
With many home improvers seeking inspiration for their projects, engagement with content related to Luxury Homes increased last week, with Page Views for the topic up +34%.
While it might not translate into everyday budgets, aspirational content is always influential.And when the plaster, caulk and paint has dried, how to fill up their new rooms with the most on-trend furnishings and in-house tech grows in importance. Engagement with our combined Furniture and Home Appliances content grew by almost a quarter last week.
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Last year, the week of the Easter Monday bank holiday saw engagement with our Furniture and Interior Decorating content more than double vs. the week before. As home improvement projects can often replace the Easter celebrations, we expect similar this year, with the long weekend perfectly timed for some DIY.
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Reading the Nation will connect you to our broadcast-scale audience - who we see across the Ozone platform in their millions day-in-day-out - to unearth insights into their habits and behaviours when topics start to trend or big stories break.
