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IKEA Shares Global Insights on How the World Wakes Up in New Life at Home Report
[National]  New York is One of Eight Cities Studied for Insights on How People Start Their Days
CONSHOHOCKEN, Pa. (June 3, 2014) – IKEA, the Life Improvement Store, is today launching its first global Life at Home Report, aiming to improve life at home through a better understanding of how the start of the day impacts a person’s well-being. The findings are based on IKEA research, published studies, as well as a new consumer study of more than 8,000 respondents from around the world. The report takes a deep look at people’s morning routines from waking up to walking out the door, and how their morning habits impact their days.

The survey was conducted in eight major cities; Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai and Stockholm. The results reveal some surprising global differences and similarities of how people start their days. For example:
• Urban people on average spend 1 hour and 37 minutes from waking up to taking off in the morning. In Shanghai, this only takes 56 minutes, whereas in Mumbai it generally takes 2 hours and 24 minutes.
• In many cities, time for self-reflection in the morning is important for personal well-being. For instance, 57 percent of the people in New York agreed, whereas in Berlin only 9 percent share this view. The most common place for self-reflection is in the shower or bath.
• We use mobile technology and social media approximately 11 minutes every morning and 32 percent state that it’s very important for their well-being.

“We do research about people’s lives at home simply because we want to get insights that make it possible for us to contribute to a better life. We are curious about how people live their lives at home, what they do, what their expressed wishes and needs are, but also what their latent needs are. We are very excited to share these valuable insights with the world,” says Mikael Ydholm, research manager IKEA Group.

As an interactive part of the Life at Home Report, IKEA has developed a new tool called the “Data Mixing Board”, designed to help users mix and compare data and break down the results in different cities and different segments. As the U.S. city included in the survey, the results showed some interesting insights specifically about New Yorkers:

Early Bird Myths
• 56 percent of New Yorkers don’t see themselves as morning people. However, 51 percent of people in New York wake up before 7 a.m.

Groom or Gloom
• New Yorkers spend more time grooming on average than the other surveyed cities, taking 16 minutes instead of 14. New York women clock in at 19 minutes while New York men spend, on average, 12 minutes.
• Only 13 percent of New Yorkers think they are most attractive in the morning.

Multi-Mornings
• 40 percent of New Yorkers have worked from their bed. Thankfully, only 16 percent have worked from their bathroom.

Tomorrow’s Mornings
• To prepare for the day ahead, 24 percent of New Yorkers pack lunch the night before and 35 percent pick out clothes for the next day.

To further explore the IKEA Life at Home Report, go to http://lifeathome.ikea.com/.

Methodology
The data included in the report consists of existing IKEA consumer research, other published studies, interviews with various specialists and experts, as well as a new survey conducted in eight major cities around the world. The survey was collected through online panels in Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai and Stockholm. All in all, 8,292 answers were collected among people from 18 to 60 years of age. The survey was carried out in cooperation with Swedish business intelligence agency United Minds, and has been complemented with reputable published studies and findings from external research sources.


ABOUT IKEA
IKEA strives to be ‘The Life Improvement Store,’ and since its 1943 founding in Sweden, has offered home furnishings of good design and function, at low prices so the majority of people can afford them. There are currently more than 340 IKEA stores in 43 countries/territories, including 38 in the U.S. IKEA, the world’s leading home furnishings company, incorporates sustainable efforts into day-to-day business and supports initiatives that benefit children and the environment. For more information, go to IKEA-USA.com.

Press Contact: Alexandra Rogers
646-935-3921
alexandra.rogers@ketchum.com