Home Group Commissions YouGov Study, Most Don’t Understand Modular Homes


Home Group, one of the UK’s largest providers of homes for sale and affordable rent, has reported that 52% of individuals would be unlikely to live in a modular home, yet almost 90% failed to identify a modern modular product,” the operation said in a statement in their news blog.

The British company uses the King’s – err, now the Queen’s – English, so some of the spelling is a bit different there than on this side of the Atlantic.

Almost 90% of respondents failed to recognise that this home, by ilke Homes, was modular. Yet over 70% identified shipping container homes as modular homes.”

The research, carried out on behalf of Home Group by YouGov, found that more than half of those surveyed would not choose modular, and 41% believe that modular homes are less durable than conventionally built homes,” Home Group’s statement said.

As if to make their point about most don’t understand the product, another U.K. based publication showed a photo of a single section American HUD Code manufactured home, instead of a British modular home, as in the photo at the top of this post.  The errant Showhouse photo, reporting on this exact same YouGove survey, is below.


The YouGov research found that, “using a selection of images from which respondents could identify modular homes, many identified the two container home images as modular (75% and 78% respectively), whereas only 11% identified today’s product as a modular home.”

Brian Ham, executive director of development, for the Home Group said, “If we are to respond to the ongoing housing crisis we need to find new and innovative ways of tackling the issue, and modular homes, as well as wider modern methods of construction, including volumetric products, will allow us to deliver homes more efficiently.”

The YouGov survey was based upon a sampling of over 2000 adults in England, using images online.

Councillor Malcolm Brain, a Cabinet Member for Housing, Gateshead Council said: “We welcome this project to build around 40 new homes, many of which are being built using modern methods of construction, for affordable rent in Gateshead – especially at a time when affordable housing is a big issue.  Modular housing has huge potential to speed up the delivery of new homes and we look forward to showcasing the best designs here in Gateshead.”

Per their website, Home Group describes itself this way. “We are a social enterprise and a charity with a turnover of over £350m and one of the UK’s largest providers of high quality housing and integrated housing, health and social care.”

What would a similar survey of adults reveal about the public’s understanding of HUD Code manufactured homes, or modular homes reveal?

It should be noted that British media has reported on American manufactured homes numerous times, and often in less than a glowing light.  That may explain in part why Brits don’t recognize a modular home. ## (News, analysis, and commentary.)

(Third-party images and content are provided under fair use guidelines.)

L. A. ‘Tony’ Kovach addressing industry professionals in an educational session.

By L.A. “Tony” Kovach – Masthead commentary, for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

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