A study of 2,000 UK adults, conducted by Sofology as part of its new Sofological Studies report, has revealed that Brits aged 18-34 are turning to social media for interior ideas more than any other source.
The study delved into how Brits feel about their decor, how they shop for their home, and the current strengths and weaknesses of their interior design.
According to the research, social media is now the leading influence on home decor for younger households, with Instagram taking the top spot.
While 24% of UK adults engage with Instagram for interior ideas, this more than doubles for Gen Z and young Millennials. The research found that 65% of 18–24-year-olds and 52% of 25–34-year-olds use Instagram in this way, making it the most popular source of inspiration for these age groups overall.
Pinterest is marginally less popular among UK adults overall, as 22% use it to inspire their interiors. And while the digital pinboard site is more commonly used by 18–24-year-olds for this purpose (35%), it is adults aged 25-34 who have a particular affinity for Pinterest (44%).
As for TikTok, more than half of 18-24-year-olds (53%) and 29% of 25-34-year-olds use the platform for interiors content and ideas. This is a stark contrast to the national average of 13%.
Moreover, the most popular method of finding interior inspiration among all UK adults is visiting and browsing stores for ideas (30%). And while in-store inspiration is still commonplace among 25–34-year-olds at 27%, this number drops to only 12% for 18–24-year-olds.
Interestingly, younger adults’ preference for online interiors content appears to be influencing their sense of personal style too. Sofology’s study found that only 20% of British adults have a clear sense of interior style, knowing exactly what they like and how to create it in their home. However, this confidence shifts dramatically with age as young adults are twice as likely (42%) to have a strong sense of interior style.
Nevertheless, younger adults still have areas of their interior style they want to develop and are turning to social media for guidance. For the 18-24 age group, 50% want to feel more confident shopping for furniture and decor to avoid costly mistakes. Meanwhile, 52% of 25-34-year-olds want to learn how to mix and match different furniture, styles, textures and patterns together to create their desired look.
Laurenne Bailey, senior buyer at Sofology, says: "While the in-store experience is still the primary source of interior inspiration for Brits, we can see an interesting contrast among younger demographics. Young adults are growing up in a world where interior design inspiration is always just a swipe away. Social media platforms like TikTok, Instagram and Pinterest are full of bite-sized design tips, home tours, moodboards and DIY hacks, all encouraging people to hone their style and show off their particular tastes. With 53% of 18-24-year-olds using TikTok for design inspiration, compared to a national average of just 13%, it’s clear this digital fluency is shaping a generation that’s more confident (and a little fussier) about style from the very start."
