Habitat
over time
35 of Habitat's own blog posts, press releases and announcements, measured sentence by sentence. How the writing has moved over the years, how it compares with 8 other DIY and home brands, and what it sounds like in its own words.
- Pages measured
- 35
- Years covered
- –
- Archived before ChatGPT
- 0
- Blog · press
- 35 · 0
01 · Homepage
One capture a year
Habitat's homepage from 2008 to 2025, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of Habitat’s homepage (habitat.co.uk) as archived by the Internet Archive on 1 Jul 2025. © Habitat or its licensors. Shown for comparison and review; not endorsed by Habitat.
Homepage
2025
“Get set for summer”
Page title
Habitat | Sofas, furniture, lighting & home accessories.
- 2013Make the most of your outdoor space
- 2014Sofas and armchairs
- 2015Top picks »
- 2021Save up to 20% on selected furniture
- 2024Habitat 60 Years of Design collection
- 2025Get set for summer
13 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Measures by year
How the writing moved
Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.
Years with pages: . Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).
03 · Against its sector
Habitat among DIY and home brands
Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.
Questions
109% more than its sector
6.4 against a sector average of 3.1; highest of 8.
Em dashes
47% less than its sector
0.68 against a sector average of 1.28; 3rd lowest of 8.
"We"
26% less than its sector
25% against a sector average of 34%; mid-table, 5th of 8.
Pages measured: Wickes 135 · Screwfix 8 · Homebase 121 · Dunelm 45 · Habitat 35 · Oak Furnitureland 18 · Magnet 88 · Farrow & Ball 16 · Dulux 134. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.
04 · Vocabulary
Words Habitat uses more than its peers
The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.
Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 35 pages. Checked for product names and page furniture.
05 · Every page
All 37 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 35 count towards the measures; the rest were not measured (2 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.
In the overall numbers, no year35 pages
- How to Choose The Right Size Sofaundated · blog · 1,795 wordsNo date found: in the overall numbers, not in any year
- Table setting ideasundated · blog · 1,637 wordsNo date found: in the overall numbers, not in any year
- Bedding guideundated · blog · 1,146 wordsNo date found: in the overall numbers, not in any year
- Dining table ideasundated · blog · 2,015 wordsNo date found: in the overall numbers, not in any year
- Habitat X Morris & Co.undated · blog · 1,245 wordsNo date found: in the overall numbers, not in any year
- How to create a cosy homeundated · blog · 1,025 wordsNo date found: in the overall numbers, not in any year
- Bookcase and shelving ideasundated · blog · 1,678 wordsNo date found: in the overall numbers, not in any year
- Hallway storage ideas to declutter your spaceundated · blog · 1,162 wordsNo date found: in the overall numbers, not in any year
- Habitatundated · blog · 411 wordsNo date found: in the overall numbers, not in any year
- How to choose curtains and blindsundated · blog · 1,319 wordsNo date found: in the overall numbers, not in any year
- Habitat x Sandersonundated · blog · 970 wordsNo date found: in the overall numbers, not in any year
- Utility room ideasundated · blog · 880 wordsNo date found: in the overall numbers, not in any year
- Living room rug ideasundated · blog · 2,184 wordsNo date found: in the overall numbers, not in any year
- Ceiling Light Ideas: Inspiration & Fitting Tipsundated · blog · 990 wordsNo date found: in the overall numbers, not in any year
- 60 Years of Designundated · blog · 284 wordsNo date found: in the overall numbers, not in any year
- Garden Furniture Ideasundated · blog · 1,527 wordsNo date found: in the overall numbers, not in any year
- Home Office Furniture Ideasundated · blog · 1,338 wordsNo date found: in the overall numbers, not in any year
- Indoor planters and faux plantsundated · blog · 409 wordsNo date found: in the overall numbers, not in any year
- Mattress Buying Guide: Helpful Tips & Adviceundated · blog · 1,159 wordsNo date found: in the overall numbers, not in any year
- Coffee table and decor ideasundated · blog · 1,876 wordsNo date found: in the overall numbers, not in any year
- Wardrobe ideasundated · blog · 1,246 wordsNo date found: in the overall numbers, not in any year
- Kids' bedroom ideas and inspirationundated · blog · 1,719 wordsNo date found: in the overall numbers, not in any year
- Habitat buying guidesundated · blog · 1,331 wordsNo date found: in the overall numbers, not in any year
- The Best Kitchen Utensils and Cookware for Youundated · blog · 1,613 wordsNo date found: in the overall numbers, not in any year
- Lighting ideasundated · blog · 914 wordsNo date found: in the overall numbers, not in any year
- Open Plan Living Ideas: Layout, Zoning and Styling Tipsundated · blog · 2,262 wordsNo date found: in the overall numbers, not in any year
- Ornament and Home Accessory Ideasundated · blog · 2,635 wordsNo date found: in the overall numbers, not in any year
- Small dining room ideasundated · blog · 1,991 wordsNo date found: in the overall numbers, not in any year
- Bedroom furniture and storage ideasundated · blog · 1,267 wordsNo date found: in the overall numbers, not in any year
- Compact Decor: Small Space Furniture Ideasundated · blog · 867 wordsNo date found: in the overall numbers, not in any year
- About Our Product Reviews & Ratingsundated · blog · 482 wordsNo date found: in the overall numbers, not in any year
- Garden party ideasundated · blog · 1,809 wordsNo date found: in the overall numbers, not in any year
- Christmas Hosting and Decorationsundated · blog · 621 wordsNo date found: in the overall numbers, not in any year
- Storage ideasundated · blog · 1,153 wordsNo date found: in the overall numbers, not in any year
- Bathroom Storage and Accessories Ideasundated · blog · 1,249 wordsNo date found: in the overall numbers, not in any year
Not measured2 pages
- Luxury bedroom ideasundated · blog · 1,245 wordsMostly short lines (lists, tables, link pages) rather than prose
- Trending on Habitatundated · blog · 941 wordsMostly short lines (lists, tables, link pages) rather than prose
06 · Method
How this was measured
The pages
Habitat's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.