Another one fights the dust: NZ Vacuum Cleaner Survey

Media release Under embargo until 1am Tuesday 23rd June

Another one fights the dust

15% of New Zealanders resent their partners for not doing their share of household chores

Auckland, Tuesday 23 June- A new survey by consumer research company Canstar Blue has uncovered some dust bunnies in the closets of Kiwi households, showing that vacuuming is still very much women’s work.

Close to sixty per cent (58%) of women say that they do all of the vacuuming in their household, compared to 41% of men.

Men are more inclined to whip out the dust buster when guests are coming over though as 13% admit to only vacuuming when they have visitors, says General Manager Canstar New Zealand , Jose George.

“Vacuuming for show is also a common habit of Gen Ys (20%) who are more than twice as likely to clean up their act for company as Baby Boomers (6%).”

Nearly a quarter (24%) of those in Otago have sucked up something important, like jewellery, during their cleaning exploits and never been able to recover it. Women are more likely to lose something in the depths of their vacuum cleaner (21%), presumably as men (15%) have less small items to lose.

DIY cleaning

Kiwis are well known for their DIY attitude, and this is well-reflected in their cleaning habits with less than 10% (7%)opting to hire someone else to clean their home, says George.

“Despite often being the generation with the least amount of funds, 9% of Gen Ys are electing to pay a cleaner to do their dirty work for them, while Gen X (5%) and Baby Boomers (6%) are more likely to take matters into their own hands.”

Aucklanders are being the most hi-tech out of the regions with 12% having purchased a robotic/automatic vacuum cleaner while those in the Bay of Plenty are the least likely to have tried any new vacuum technologies (5%).

Pet hair nightmare

Fifty per cent of Kiwis have pets that shed hair in their household and 69% of pet owners say that their pets are afraid of their cleaners, making the vacuuming a trickier task.

Close to 40% of Kiwis have more than one vacuum cleaner, and men (45%) are more likely than women (31%) to have multiples. And nearly a quarter (24%) of New Zealander’s opt for quantity over quality, buying cheap vacuum cleaners and replacing them when they break rather than going for a more expensive option.

The Canstar Blue survey asked owners of both barrel and upright vacuum cleaners to rate their cleaners across six variables:

1. Value for money

2. Ease of use

3. Noise

4. Effectiveness

5. Size

6. Overall satisfaction with the vacuum cleaner

There were two winners, with Dyson coming out on top for the barrel vacuum cleaners and Shark edging out the others for a win in the upright vacuum cleaners category.

English brand Dyson has sucked up the award for barrel cleaners, the pioneer of the cyclonic vacuum, has scored the maximum five stars for overall satisfaction and been awarded our Most Satisfied Customers accolade for 2015, says George.

“Customers are very pleased with the Dyson brand, and their dedication to making their appliances as effective as possible; cleaning effectiveness is the underlying standard by which all cleaning appliances are compared.

“Shark is top of the upright vacuum cleaner food chain again this year, receiving a 5 star overall satisfaction rating as well as a clean sweep of five star ratings across the board.

“Customers rank effectiveness as their number one driver of satisfaction (39%) for their upright cleaners and Shark was the only brand to get full marks in this category.”

Vacuum cleaners by region:

Auckland: Aucklanders are most likely to only vacuum when guests come over (13%), most likely (equal with Canterbury and Otago) to pay someone else to clean their homes (8%), most likely to have purchased an automatic/robotic vacuum cleaner (12%) and most likely to have more than one vacuum cleaner (40%).

Wellington: Wellingtonians are least likely (equal with Bay of Plenty) to pay someone else to clean their home (4%) and most likely to do all of the vacuuming in their household (53%).

Canterbury: Cantabrians are most likely (equal with Auckland and Otago) to pay someone else to clean their home (8%).

Otago: Those from Otago are most likely to have pets that shed hair in their household (65%), most likely to have vacuumed up something important (24%), most likely (equal with Auckland and Canterbury) to pay someone else to clean their home (8%), most likely to buy cheap vacuum cleaners and replace them when they break (29%) and most likely to resent their partner because they don’t do their share of the household chores (18%).

Bay of Plenty: Those in the Bay of Plenty are least likely to only vacuum when guests come over (4%), least likely to have vacuumed up something important (8%), least likely (equal with Wellington) to pay someone else to clean their home (4%), least likely to buy cheap vacuum cleaners and replace them when they break (20%), least likely to do all of the vacuuming in their home (45%), least likely to have purchased a robotic/automatic vacuum cleaner (5%), least likely to resent their partner because they don’t do their share of household chores (3%) and least likely to have more than one vacuum cleaner (32%).

About the survey

Canstar Blue commissions respected professional market research agency Colmar Brunton Australia, to undertake research on our behalf using SSI NZ panel.

The outcomes reported here are the results from a survey of Kiwis have purchased a vacuum cleaner in the last 3 years. In this case there were 1045 people surveyed.

Age Groups:

Gen Y: 18-29

Gen X: 30-44

Baby Boomers: 45+

*This geographical breakdown outlines exceptions only.

ENDS

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