(Summer Qi, Managing Director of Real Estate and Retail Division, Ipsos China)
In recent years, with the exposure of excessive formaldehyde in rented apartments, smog, PM2.5 and other indoor and outdoor environmental problems, the public is increasingly concerned about the relationship between indoor environment and their health. For the general public, having a healthy, safe and comfortable residence can greatly guarantee their physical and mental health. The World Health Organization (WHO) puts forward that healthy buildings should not only have no harmful building materials, but also promote the health, comfort and work efficiency of dwellers in the whole life cycle, that is, to make the dwellers in a completely good state, physically, mentally and socially.
After jointly releasing the Research Report on Demand for Living Health and Comfort 2017, Landleaf Tech and Ipsos cooperated again in 2018, trying to convert the quantitative perception of public experience into an index that can be continuously monitored. In the future, we will continue to track the research and monitor the change trend of the index to understand the change in the public's perception.
The survey lasted nearly half a year and covered 20 cities in 6 key regions of China. A total of 3,859 valid samples were obtained for residents aged 20-55 who purchased their own residences. Based on the consumers' feelings of health and comfort and demand for indoor living environment, the health and comfort experience evaluation index of indoor living environment is finally formed by investigating from 6 dimensions: indoor air quality, indoor hygrothermal environment, indoor acoustic environment, indoor light environment, humanistic space and water quality.
In order to improve the indoor living environment, the public take more active adjustment measures
As for all kinds of indoor environmental problems, the general perception of the public is that "the objective environment is dissatisfactory but can be changed by subjective measures and means". Compared with the survey data in 2017, in order to improve the indoor living environment, the public have taken more active adjustment measures. including purchasing related facilities and equipment, frequent window ventilation, placing green plants and so on.
Nearly 90% of people's life time is spent in the indoor environment of buildings, which is crucial to the health of everyone. While the construction of a satisfactory and healthy residence is influenced by the act of state, authorities in charge of environmental protection and construction and interior decoration enterprises, residents are also important participants. In 2018, the average number of measures taken by the public was 7.2, and the average number of equipment purchased by the public increased from 2.2 in 2017 to 4.1. The top 3 items purchased were air purifier, variable-speed air conditioner and water purifier. Air quality-related equipment has always been the focus of consumers' attention. In the coming year, 40% of the respondents said they would like to buy air purifiers.
In order to improve the indoor environment, Ms. Zheng in Beijing made up her mind to change an apartment and basically solved several problems of the indoor environment. "The room temperature of my present apartment is 24 or 25 ℃ all year round, the humidity is also appropriate, and the noise is very little. The glass is three-layered and the windows are very tight. I keep my windows closed on foggy days, because the fresh air system ensures that all the air will be changed automatically within 2 hours. I still have 2 air purifiers at home, and they're running 24 hours a day." According to the survey, to further improve the indoor living environment, the average public are willing to pay 7,932 RMB Yuan per year. 15% of respondents said they would pay 5,001-10,000 RMB Yuan per year, 7% said they would pay 10,001-20,000 RMB Yuan per year, and 9% said they would pay more than 20,000 RMB Yuan per year. From this point of view, the market potential is huge, and is still the focus of attention and efforts of related brands in the future.
High-income population takes more proactive adjustment measures, and the index result of health and comfort dwelling evaluation is higher, so is their willingness to pay for further improvement
High-income population takes more proactive adjustment measures and purchases more related equipment, and the index result of health and comfort dwelling evaluation is higher, so is their willingness to pay for further improvement of indoor living environment.
Moreover, population with different income also shows different preferences for equipment. As for future facility/equipment purchase plans, more low-income population wants to purchase air purifiers and variable-speed air conditioners, while high-income population wants to purchase fresh air systems and range hoods with air filtration and purification functions.
After more adjustment measures are taken, the percentage pf the public's intuitive satisfaction with the indoor environment also increases significantly, from 59% in 2017 to 69% in 2018. Due to the cost of many adjustment measures, we find that the result of indoor environment experience evaluation of middle - and high-income population is significantly higher than that of middle - and low-income population. However, even for the middle - and high-income population whose household income is more than 30,000 RMB Yuan per month, the percentage of intuitive satisfaction with the indoor environment only reaches 76%. From this point of view, there is still a long way to go to improve the indoor living environment.
Residents' perceptions of indoor health comfort and pain points significantly vary in different regions
In general, Southern China has the highest evaluation, followed by Southwest China, Northern China, Eastern China and Central China. The evaluation in Southern China is higher than that in other regions, especially in water quality and acoustic environment. Air quality and water quality problems are the most prominent in Northern China; the evaluation of hygrothermal environment and acoustic environment in Eastern China is significantly lower than the average; the evaluation of various aspects in Central China is lower than that in other regions, among which the gap of hygrothermal environment and water quality with the average is the largest.
As for cities, Guiyang, Shijiazhuang, Shenzhen, Xi'an and Fuzhou are the top 5 cities with the highest index scores of health and comfort dwelling evaluation, while Chongqing, Wuhan, Tianjin, Nanjing and Beijing are the 5 cities with the lowest index scores. The core problems facing Chongqing are high humidity, outdoor noise, scale and PM2.5. The main pain points facing Wuhan are scale, PM2.5, winter temperature and humidity. The urgent problems to be solved in Tianjin are scale and PM2.5. The indoor environment trouble for population in Nanjing is that it is too wet in rainy season. Enterprises can develop business strategies according to the different experience pain points of consumers in different regions.
We are full of expectations for the future. With the further development of cities, the living conditions of the residents continue to improve, and consumers will pay more attention to the health and comfort of the living environment after their basic needs of indoor living are satisfied. The government will improve indoor living environment while controlling outdoor environmental pollution. With the iterative upgrading, functional integration and better performance of related equipment and facilities, we also have more reason and confidence to look forward to the improvement of indoor environment.
In 2018, the first year of health and comfort dwelling evaluation index research, Ipsos focuses on the "indoor living environment". In the future, in addition to continuously monitoring the change trend of indoor living environment experience evaluation, Ipsos and Landleaf Tech hope to expand the research scope, further pay attention to the indoor environment of public places including office, school and hospital, point out the direction for the improvement of the public place environment, and create beautiful homes.