Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The DIY home improvement market
- Slow recovery after recessional declines
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- Figure 1: Fan chart forecast of total expenditures of household DIY home improvement, 2007-17
- The DIY consumer
- Home improvement projects more likely to be performed as DIY rather than by hired professional for 2012-13
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- Figure 2: Types of home improvement projects undertaken or planned in 2012-13, by paid vs. unpaid projects, March 2013
- Men the most active DIYers; women also pursuing DIY activity
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- Figure 3: DIY vs. contractor hired home improvement project undertaken or planned in 2012-13, by gender and age, March 2013
- Homeowners more likely to take on DIY project than renters
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- Figure 4: Type of DIY home improvement project undertaken or planned in 2012-13, by primary residence, March 2013
- Painting and landscaping items are the most frequently purchased DIY supplies
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- Figure 5: Types of DIY supplies purchased or plan/expect to buy in 2012-13, March 2013
- General household repairs greatest driver for DIY home improvement projects
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- Figure 6: The impact of the need for general upgrade, maintenance, and care or lifestage events on DIY home improvement, by DIY projects vs. contractors, March 2013
- Money more likely than lack of skill as a reason for refraining from DIY projects
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- Figure 7: Reasons for not doing DIY work, March 2013
- Home improvement shoppers tend to prefer purchasing in stores rather than online
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- Figure 8: Behaviors and attitudes toward DIY home improvement shopping, by gender and age, March 2013
- Perception of saving, environmental/social responsibility, social media engagement, and convenience
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- Figure 9: Perceptions of DIY supplies and retailers, March 2013
- Market drivers
- Sluggish housing market has hindered home improvement spending
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- Figure 10: Homeownership rate, by age of householder, 2002-12
- Recovering 2012 housing market suggests upcoming growth in DIY
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- Figure 11: Sales of existing and new single-family homes, seasonally adjusted, 2008-12
- The Remodeling Market Index shows positive rebounds
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- Figure 12: Remodeling Market Index, seasonally adjusted, by current market conditions, 2008-12
- Preferred DIY retailers
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- Figure 13: Retailers and channels most often shopped for DIY supplies in store vs. online, March 2013
- What we think
Issues and Insights
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- Taking advantage of the rebound in the housing market
- Encouraging DIY projects beyond basic upkeep
- Can heightened use of social media among women be leveraged by the DIY market?
- Online/mobile DIY retailing—opportunity or threat?
- Capitalize on consumers’ desire to be more environmentally/socially responsible?
Trend Applications
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- Inspire trend: Snack Society
- Inspire trend: Greenfluencers
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- DIY market stabilizing after recessional declines
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- Figure 14: Expenditures of DIY home improvement, at 2011 inflation-adjusted dollars, 2007-17
- Fan chart forecast
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- Figure 15: Fan chart forecast of total expenditures of household DIY home improvement, 2007-17
Market Drivers
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- Key points
- U.S. housing and its influence on DIY home improvements
- Slow-moving homeownership recovery hinders overall spending on home improvement
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- Figure 16: Homeownership rate, by age of householder, 2002-12
- Increasing home sales in 2012 points to a positive direction for DIY
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- Figure 17: Sales of existing and new single-family homes, 2008-12
- Rebound remodeling activity translates to near-term positive trajectory to DIY retailing
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- Figure 18: Remodeling Market Index, seasonally adjusted, by current market conditions, 2008-12
- Improved awareness of sustainable energy and smart technology in homes
- Infiltration of green homes with improved energy efficiency in mind
- Smart home technology drives growth in DIY home improvement
Market Segmentation
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- Key points
- Segment overview
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- Figure 19: Share of household average DIY home improvement spending, selected years of 2007, 2009, and 2011
- Interior additions, alterations, and replacements
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- Figure 20: Share and household average DIY home improvement spending on interior additions, alterations, and replacements, selected years of 2007, 2009, and 2011
- Kitchen and bathroom remodeling
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- Figure 21: Share and household average DIY home improvement spending on kitchen and bathroom remodeling, selected years of 2007, 2009, and 2011
- Exterior additions and replacements
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- Figure 22: Share and household average DIY home improvement spending on exterior additions and replacements, selected years of 2007, 2009, and 2011
- Systems and equipment additions/replacements
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- Figure 23: Share and household average DIY home improvement spending on systems and equipment additions/replacements, selected years of 2007, 2009, and 2011
Leading Retailers
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- Key points
- Home centers lead home improvement and DIY
- Home Depot
- Lowe’s
- Menards
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- Figure 24: Total sales and store counts at select leading DIY home improvement retailers (U.S. and international), 2010-11
- Sherwin-Williams posts strong sales
- Nontraditional home improvement retailing carving out DIY market
- Walmart
- Amazon
- Hardware retailers excel through small-store formats
Innovations and Innovators
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- Showcasing energy-efficient DIY products
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- Figure 25: Lowe’s, “Efficient Home” online, 2013
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- Figure 26: Menards, Local Utility Rebates online, 2013
- Figure 27: Home Depot, Earth Day energy saving banner ad, 2013
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- Figure 28: Home Depot, Saving Energy online, 2013
- Green commitment
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- Figure 29: Lowe’s, green initiatives, 2013
- “Projects Made Simple” by Walmart
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- Figure 30: Walmart’s “Project Made Simple” initiative, online, 2013
- Exclusive paint line
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- Figure 31: Walmart—Disney paints and primers, online, 2013
- Mobile payments
- Mobile apps
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- Figure 32: Lowe’s iPhone App, 2013
- Figure 33: Menard’s iPhone App
- Displaying expertise, quality
- Implementing the latest technology
Social Media – DIY Home Improvement and Maintenance
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- Key points
- Social media metrics
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- Figure 34: Key performance indicators, April 2013
- Market overview
- Brand usage and awareness
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- Figure 35: Usage and awareness of selected DIY Retailing brands, February 2013
- Interaction with DIY retailing brands
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- Figure 36: Interaction with DIY retailing brands, February 2013
- Online conversations
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- Figure 37: Selected DIY retailing brands’ share of conversation, March 23-April 22, 2013
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- Figure 38: Number of messages attributed to select home improvement projects, March 23-April 22, 2013
- Figure 39: Conversations on selected DIY retailing brands, by day, March 23-April22, 2013
- Where are people talking about DIY retailing brands?
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- Figure 40: Selected DIY retailing brands’ share of brand conversations, by page type, March 23-April 22, 2013
- What are people talking about?
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- Figure 41: Types of conversations concerning selected DIY retailing brands, March 23-April 22, 2013
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- Figure 42: Types of conversations concerning selected DIY retailing brands, by day, March23-April22, 2013
- Figure 43: Types of conversations concerning selected DIY retailing brands, by site type, March 23-April 22, 2013
- Analysis by brand
- Home Depot
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- Figure 44: Home Depot—Key social media indicators, April 25, 2013
- Key online campaigns
- What we think
- Lowe’s
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- Figure 45: Lowe’s—Key social media indicators, April 25, 2013
- Key online campaigns
- What we think
- Ace Hardware
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- Figure 46: Ace Hardware—Key social media indicators, April 25, 2013
- Key online campaigns
- What we think
- True Value
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- Figure 47: True Value—Key social media indicators, April 25, 2013
- Key online campaigns
- What we think
- Lumber Liquidators
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- Figure 48: Lumber Liquidators—Key social media indicators, April 25, 2013
- Key online campaigns
- What we think
- Sherwin-Williams Stores
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- Figure 49: Sherwin-Williams—Key social media indicators, April 25, 2013
- Key online campaigns
- What we think
Marketing Strategies
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- Strategy: Offering more for less
- Strategy: Touts more saving message
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- Figure 50: Home Depot Television Ad, “Game Changer,” August 2012
- Menards’ huge stores help save big money
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- Figure 51: Menards Television Ad, “The Bulb Rebate,” January 2013
- Strategy: Inspiring creativity
- Lowe’s encourages improvement via creativity
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- Figure 52: Lowe’s Television Ad, “Color Studio,” April 2013
- Behr reaches out to Millennials
- Home Depot recruits Martha Stewart
- Contests encourage DIY action
- Strategy: Promote convenience and simplicity
- Amazon dominates e-commerce
- MyLowe’s reminds consumers of past purchases
- Delivery and pick-up services always available
- Strategy: Offering educational support
- Home Depot in-store workshops
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- Figure 53: Home Depot Television Ad, “Window Seat,” October 2012
- Walmart offers its DIY expertise
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- Figure 54: Walmart Television Ad, “Big & Beautiful,” April 2013
- Strategy: Offering a helping hand
- Ace: Your neighborly hardware store
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- Figure 55: Ace Hardware Television Ad, “Friendly Neighbor,” March 2013
- Online initiatives
- Walmart promotes in-store pick-up
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- Figure 56: Walmart, “Site to Store” online banner advertisement, 2013
- Targeting female DIY consumers
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- Figure 57: Walmart, “handymom” Mother’s Day banner advertisement, 2013
- Figure 58: Home Depot Weekly do-it-herself Workshops, online, April 25, 2013
- Keep men engaged
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- Figure 59: Walmart, Man Cave, online, April 25, 2013
DIY Home Improvement Participants and Project Types
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- Key points
- Home improvement projects: DIY vs. contracted in 2012-13
- Home improvement projects undertaken or planned in 2012-13 most likely for DIY than for hire
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- Figure 60: Types of home improvement projects undertaken or planned in 2012-13, by paid vs. unpaid projects, March 2013
- Most respondents are looking to undertake one to three types of projects; type of project differs for DIYers
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- Figure 61: Numbers of types of home improvement projects undertaken or planned in 2012-13, by paid vs. unpaid projects, March 2013
- Types of DIY home improvement projects in 2012-13 and participants
- Repertoire generalists over index in all DIY projects, more likely men aged 18-54
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- Figure 62: Types of DIY home improvement projects undertaken or planned in 2012-13, by number of types of DIY projects, March 2013
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- Figure 63: Numbers of types of home improvement projects undertaken or planned in 2012-13, by gender and age, March 2013
- Retailers notice women’s participation in DIY home improvement
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- Figure 64: Type of DIY home improvement project undertaken or planned in 2012-13, by gender and age, March 2013
- Homeowners more likely than renters to take on DIY projects
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- Figure 65: Number of types of DIY home improvement projects undertaken or planned in 2012-13, by primary residence, March 2013
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- Figure 66: Type of DIY home improvement project undertaken or planned in 2012-13, by primary residence, March 2013
DIY Home Improvement Purchases
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- Key points
- Painting and landscaping supplies most likely purchased
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- Figure 67: Types of DIY supplies purchased or plan/expect to buy in 2012-13, by age and gender, March 2013
- Behr and Olympic top selected brands among DIYers for paints and stains
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- Figure 68: Brands used for DIY interior/exterior paint and stain, July 2007-August 2012
- DIYers most likely to spend less than $300 on paint/stain
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- Figure 69: Amount spent on paints and stains in the last 12 months, by DIYers vs. professionals, October 2011-November 2012
- Younger DIYers purchase more home improvement products/supplies
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- Figure 70: Types of DIY supplies purchased or plan/expect to buy in 2012-13, by age and gender, March 2013
- Higher-income households more likely to purchase DIY home improvement items and supplies
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- Figure 71: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by household income, March 2013
Preferred DIY Retailers
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- Key points
- In-store channel is most preferred; online presence is manifested
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- Figure 72: Retailers and channels most often shopped for DIY supplies in store vs. online, March 2013
- Preferred in-store shopping retailers and channels
- Men shop at different retailers; mass merchandisers capture female DIYers’ attentions
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- Figure 73: Retailers and channels most often shopped for DIY supplies in store, by gender and age, March 2013
- Home Depot and Lowe’s in-store patronage in general maintenance and lifestage events
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- Figure 74: Retailers and channels most often shopped for DIY supplies in store, by reasons to work on DIY home improvement projects, March 2013 (Part 1)
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- Figure 75: Retailers and channels most often shopped for DIY supplies in store, by the impact of lifestage on DIY home improvement, March 2013 (Part 2)
- Big-box retailers’ in-store patronage involves online/mobile shopping behaviors
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- Figure 76: Retailers and channels most often shopped for DIY supplies in store, by behaviors and attitudes toward DIY home improvement shopping, March 2013
- Preferred online shopping retailers and channels
- Amazon identified as preferred online channel for DIY home improvement
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- Figure 77: Retailers and channels most often shopped for DIY supplies online, by gender and age, March 2013
- Irrespective of motivating reasons to work on DIY projects, Amazon most preferred
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- Figure 78: Retailers and channels most often shopped for DIY supplies online, by reasons for undertaking DIY work, March 2013 (Part 1)
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- Figure 79: Retailers and channels most often shopped for DIY supplies online, by reasons for undertaking DIY work, March 2013 (Part 2)
- In-store browsing lends itself to online shopping at the store’s websites than other sites
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- Figure 80: Retailers and channels most often shopped for DIY supplies online, by DIY browsing and purchasing behavior, March 2013
Factors Driving DIY Initiatives
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- Key points
- Drivers for DIY projects and purchases vs. for contractors
- General household repairs the greatest common denominator for home improvement
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- Figure 81: The impact of the need for general upgrade, maintenance, and care or lifestage events on DIY home improvement, by DIY purchases and projects vs. contractors, March 2013
- Motives for undertaking DIY projects
- The need to repair the primary reason to take on DIY projects
- Lifestage events encourage half of DIYers to take on home improvement projects
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- Figure 82: The impact of the need for general upgrade, maintenance, and care or lifestage events on DIY home improvement, by gender and age, March 2013
- Low-income households perform DIY projects based on necessity
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- Figure 83: The impact of the need for general upgrade, maintenance, and care or lifestage events on DIY home improvement, by household income, March 2013
- General upgrade, maintenance, and care the universal reason to undertake DIY projects
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- Figure 84: The impact of the need for general upgrade, maintenance, and care or lifestage events on DIY home improvement, by number of types of DIY projects, March 2013
- Reasons for not doing DIY projects
- Non-ownership of property discourages DIY home improvement projects the most
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- Figure 85: Reasons for not doing DIY work, by gender and age, March 2013
- Cash-strapped singles most likely to refrain from DIY project due to lack of funds, time-crunched married individuals most likely to hire professional
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- Figure 86: Reasons for not doing DIY work, by marital/relationship status, March 2013
- Monetary reason factors in the inability to undertake DIY projects by property owners
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- Figure 87: Reasons for not doing DIY work, by primary residence, March 2013
Attitudes Toward DIY Shopping, Supplies, and Retailers
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- Key points
- DIYers’ perceptions on home improvement shopping
- Projects for DIY lean toward in-store shopping; online/mobile for work performed by contractor
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- Figure 88: Behaviors and attitudes toward DIY home improvement shopping, by DIY vs. paid projects, March 2013
- In-store shopping experience resonates well, particularly for older DIYers
- Online and mobile integration a necessity when catering to younger DIYers
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- Figure 89: Behaviors and attitudes toward DIY home improvement shopping, by gender and age, March 2013
- Perceptions of DIY supplies and retailers
- In-store sales most likely preferred; loyalty programs and store brands have room for improvement
- Environmental and social responsibility are of particular interest among DIYers
- Social and media engagement an essential tool to entice DIY projects
- Convenience most likely to be perceived important by younger age groups
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- Figure 90: Perceptions of DIY supplies and retailers, by gender and age, March 2013
Impact of Race/Hispanic Origin
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- Key points
- DIY home improvement projects and purchases
- Whites and Hispanics most likely to undertake DIY home improvement projects
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- Figure 91: Type of DIY home improvement project undertaken or planned in 2012-13, by type of home improvement project, by race/Hispanic origin, March 2013
- Hispanics over index on DIY home improvement supplies purchases
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- Figure 92: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by race/Hispanic origin, March 2013
- General upgrade/maintenance is the most popular reason to do DIY work
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- Figure 93: The impact of the need for general upgrade, maintenance, and care or lifestage events on DIY home improvement, by race/Hispanic origin, March 2013
- Whites and Asians tend to value saving; Hispanics value convenience and social media
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- Figure 94: Perceptions of DIY supplies and retailers, by race/Hispanic origin, March 2013
Cluster Analysis
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- Figure 95: Target clusters, March 2013
- Social Engagers and Sharers
- Demographics
- Characteristics
- Opportunity
- Saving Worth the Convenience
- Demographics
- Characteristics
- Opportunity
- If Need Be, Make It Convenient
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 96: Target clusters, March 2013
- Figure 97: Supplies purchased in 2012-13, by type of home improvement project, by target clusters, March 2013
- Figure 98: Home improvement projects undertaken/planned in 2012-13, by type of home improvement project, by target clusters, March 2013
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- Figure 99: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by target clusters, March 2013
- Figure 100: Reasons to undertake DIY projects, by target clusters, March 2013
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- Figure 101: Retailers and channels most often shopped for DIY supplies in store, by target clusters, March 2013
- Figure 102: Retailers and channels most often shopped for DIY supplies online, by target clusters, March 2013
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- Figure 103: Reasons for not doing DIY work, by target clusters, March 2013
- Figure 104: Behaviors and attitudes toward DIY home improvement shopping, by target clusters, March 2013
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- Figure 105: Agreement with perceptions of DIY supplies and retailers, by target clusters, March 2013
- Cluster demographic tables
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- Figure 106: Target clusters, by demographic, March 2013
- Cluster methodology
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Appendix – Additional Consumer Tables
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- DIY home improvement projects and purchases in 2012-13
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- Figure 107: Type of DIY home improvement project undertaken or planned in 2012-13, by household income, March 2013
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- Figure 108: Type of DIY home improvement project undertaken or planned in 2012-13, by marital/relationship status, March 2013
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- Figure 109: Type of DIY home improvement project undertaken or planned in 2012-13, by region, March 2013
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- Figure 110: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by marital/relationship status, March 2013
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- Figure 111: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by region, March 2013
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- Figure 112: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by primary residence, March 2013
- Hired contractors in 2012-13
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- Figure 113: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by gender and age, March 2013
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- Figure 114: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by household income, March 2013
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- Figure 115: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by primary residence, March 2013
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- Figure 116: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by marital/relationship status, March 2013
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- Figure 117: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by region, March 2013
- Factors driving DIY initiatives
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- Figure 118: Reasons for undertaking DIY projects, by marital/relationship status, March 2013
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- Figure 119: Reasons for undertaking DIY projects, by region, March 2013
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- Figure 120: Reasons for undertaking DIY projects, by primary residence, March 2013
- Retailers and channels most often shopped for DIY supplies in store
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- Figure 121: Retailers and channels most often shopped for DIY supplies in store, by household income, March 2013
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- Figure 122: Retailers and channels most often shopped for DIY supplies in store, by marital/relationship status, March 2013
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- Figure 123: Retailers and channels most often shopped for DIY supplies in store, by region, March 2013
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- Figure 124: Retailers and channels most often shopped for DIY supplies in store, by primary residence, March 2013
- Retailers and channels most often shopped for DIY supplies online
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- Figure 125: Retailers and channels most often shopped for DIY supplies online, by marital/relationship status, March 2013
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- Figure 126: Retailers and channels most often shopped for DIY supplies online, by region, March 2013
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- Figure 127: Retailers and channels most often shopped for DIY supplies online, by primary residence, March 2013
- Reasons for not doing DIY work
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- Figure 128: Reasons for not doing DIY work, by household income, March 2013
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- Figure 129: Reasons for not doing DIY work, by employment, March 2013
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- Figure 130: Reasons for not doing DIY work, by region, March 2013
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- Figure 131: Reasons for not doing DIY work, by race/Hispanic origin, March 2013
- Attitudes and behaviors toward DIY home improvement shopping
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- Figure 132: Behaviors and attitudes toward DIY home improvement shopping, by household income, March 2013
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- Figure 133: Behaviors and attitudes toward DIY home improvement shopping, by marital/relationship status, March 2013
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- Figure 134: Behaviors and attitudes toward DIY home improvement shopping, by primary residence, March 2013
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- Figure 135: Behaviors and attitudes toward DIY home improvement shopping, by race/Hispanic origin, March 2013
- Perceptions of DIY supplies and retailers
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- Figure 136: Perceptions of DIY supplies and retailers, by gender, March 2013
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- Figure 137: Perceptions of DIY supplies and retailers, by age, March 2013
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- Figure 138: Perceptions of DIY supplies and retailers, by household income, March 2013
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- Figure 139: Perceptions of DIY supplies and retailers, by marital/relationship status, March 2013
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- Figure 140: Perceptions of DIY supplies and retailers, by presence of children in household, March 2013
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- Figure 141: Perceptions of DIY supplies and retailers, by region, March 2013
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- Figure 142: Perceptions of DIY supplies and retailers, by primary residence, March 2013
Appendix – Social Media – DIY Home Improvement and Maintenance
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- Brand usage or awareness
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- Figure 143: Brand usage or awareness, March 2013
- Figure 144: Home Depot usage or awareness, by demographics, March 2013
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- Figure 145: Lowe’s usage or awareness, by demographics, March 2013
- Figure 146: Ace Hardware usage or awareness, by demographics, March 2013
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- Figure 147: True Value usage or awareness, by demographics, March 2013
- Figure 148: Sherwin-Williams Stores usage or awareness, by demographics, March 2013
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- Figure 149: Lumber Liquidators usage or awareness, by demographics, March 2013
- Activities done
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- Figure 150: Activities done, March 2013
- Figure 151: Home Depot—Activities done, by demographics, March 2013
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- Figure 152: Lowe’s—activities done, by demographics, March 2013
- Figure 153: Ace Hardware—Activities done, by demographics, March 2013
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- Figure 154: True Value—Activities done, by demographics, March 2013
- Online conversations
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- Figure 155: Selected DIY retailing brands’ share of conversation, March 23-April 22, 2013
- Figure 156: Number of messages attributed to select home improvement projects, March 23-April 22, 2013
- Figure 157: Conversations on selected DIY retailing brands, by day, March 23-April 22, 2013
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- Figure 158: Selected DIY retailing brands’ share of brand conversations, by page type, March 23-April 22, 2013
- Figure 159: Types of conversations concerning selected DIY retailing brands, March 23-April 22, 2013
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- Figure 160: Types of conversations concerning selected DIY retailing brands, by day, March 23-April 22, 2013
- Figure 161: Types of conversations concerning selected DIY retailing brands, by site type, March 23-April 22, 2013
Appendix – Trade Associations
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