Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Spending on DIY projects is growing, but key demographics are slipping
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- Figure 1: Family and non-family households, 2005-15
- Largest group of DIYers have low skills, limits scope of projects
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- Figure 2: DIY clusters, June 2016
- The opportunities
- Media sources inspire DIYers, also help brands gain visibility
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- Figure 3: Sources of inspiration, June 2016
- Classes and instruction that improve DIY skills can broaden scope of projects
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- Figure 4: Select attitudes toward DIY abilities, by generation, June 2016
- On-demand services may offer a helping hand to struggling DIYers
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- Figure 5: Attitudes toward DIY abilities, June 2016
- What it means
The Market – What You Need to Know
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- DIY market segmented into four consumer groups
- Enthusiastic DIYers are key drivers for consumer spending
- DIY market continues its rebound
- Confidence in the market leads to conservative, yet optimistic outlook
DIY Segments
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- Four segments grouped by skill level and attitude toward DIY projects
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- Figure 6: DIY clusters, June 2016
- Cluster methodology
- Higher-Skilled DIY Enthusiasts are most engaged consumers
- Less-Skilled DIY Enthusiasts lack skills, but are eager to learn
- Higher-Skilled Pragmatic DIYers take on projects out of need, but have the skills
- Less-Skilled Pragmatic DIYers are solution-driven but have least amount of skill
Market Perspective
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- DIY market continues rebounding since recession
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- Figure 7: Spending on DIY improvement, 2013
- Home improvement market is healthy
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- Figure 8: Total spending in home improvement and maintenance, 2013
Market Factors
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- Consumer confidence remains positive despite some leveling
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- Figure 9: Consumer Sentiment Index, January 2007-June 2016
- Personal consumption is expected to continue growing slowly
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- Figure 10: GDP change from previous period and consumption expenditures, Q1 2007-Q1 2016
- Housing starts have surpassed expectations
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- Figure 11: New privately-owned housing units started
- Decline in family households could challenge DIY market
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- Figure 12: Family and non-family households, 2005-15
Key Players – What You Need to Know
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- Big box stores lead market, while hardware stores deliver on service
- Skills gap curbs spending on DIY projects
- Interactive marketing inspires DIYers and connects them with projects
- DIY approach can help accommodate seniors in their living space
What’s Working?
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- Big box stores report growth
- In-store classes and demonstrations for DIY consumers
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- Figure 13: Total product sales at home improvement centers, July 2016
- Home improvement shows cater to DIY market
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- Figure 14: Flipping the Block, Episode 1, Sneak Peek
- Hardware stores see marginal increases in revenue
What’s Struggling?
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- Skills gap lowers the project ceiling for many consumers
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- Figure 15: DIY skills, frequency, and motivations, June 2016
What’s Next?
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- Lowe’s introduces 360-degree videos to engage young DIY fans
- Pinterest introduces “Buy” button
- Accommodating needs of seniors through DIY projects
The Consumer – What You Need to Know
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- Most consumers have some skills and occasionally do projects
- Painting is most common project regardless of skill levels
- DIYers are motivated by visual improvements or necessary repairs
- Big box stores serve needs of most consumers
- Consumers turn to friends/family for information, as well as media
- When projects are big, some consumers leave it to the professionals
DIY Skills and Frequency
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- Majority have some DIY skills and occasionally do projects
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- Figure 16: DIY skills, frequency, and motivations, June 2016
- Homeowners have more skills and project frequency
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- Figure 17: DIY skills, frequency, and motivations, by primary residence, June 2016
- Larger households have more skills and frequency
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- Figure 18: DIY skills, frequency, and motivations, by household size, June 2016
- Lifestage and cost determine DIY project frequency
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- Figure 19: DIY skills, frequency, and motivations, by generation, June 2016
- Women weaker on DIY skills, but more interested in projects
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- Figure 20: DIY skills, frequency, and motivations, by gender, June 2016
- Skill level differs marginally between Hispanics and non-Hispanics
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- Figure 21: DIY skills, frequency, and motivations, by Hispanic origin, June 2016
- In their words…
Types of Projects
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- Painting is most common and approachable project for most consumers
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- Figure 22: DIY projects undertaken, June 2016
- Men more likely to take on challenging DIY projects
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- Figure 23: Select DIY projects undertaken, any current or future project (net), by gender, June 2016
- iGens and Millennials show engagement in difficult projects
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- Figure 24: Select DIY projects undertaken, any current or future project (net), by generation, June 2016
- Skill level among DIYers dictates type of projects
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- Figure 25: Select DIY projects undertaken, any current or future project (net), by DIY Types, June 2016
- Hispanics engaged in improving livability of homes
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- Figure 26: Select DIY projects undertaken, any current or future project (net), by Hispanic origin, June 2016
- In their words…
Project Motivations
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- Repairs and aesthetic improvements are DIY project motivators
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- Figure 27: Motivation for DIY projects, June 2016
- Gender nuances between project motivations
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- Figure 28: Select motivations for DIY projects, by gender, June 2016
- Generational divide in project motivation
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- Figure 29: Select motivations for DIY projects, by generation, June 2016
- Different motivations divide pragmatic and enthusiastic DIYers
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- Figure 30: Select motivations for DIY projects, by DIY type, June 2016
- Hispanics motivated by cost savings
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- Figure 31: Select motivations for DIY projects, by Hispanic origin, June 2016
- In their words…
Retail Channels
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- Big box stores important for buying materials
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- Figure 32: Retail channels, June 2016
- Despite weaker market share, specialty stores are important
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- Figure 33: Qualitative responses: Most important retailers for select DIY projects, June 2016
- Generational differences between store choice might reflect on proximity
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- Figure 34: Buying materials at select retail channels, by generation, June 2016
- Renters choose big-box stores for classes
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- Figure 35: Attend class or demonstrations at select retail channels, by primary residence, June 2016
- DIY Enthusiasts choose big box, while Higher-Skilled DIYers choose hardware
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- Figure 36: Buying materials at select retail channels, by DIY Type, June 2016
- Hispanics interested in taking classes
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- Figure 37: Attending a class or demonstration at select retail channels, by Hispanic origin, June 2016
- In their words…
Sources of Inspiration
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- Friends and family are informative, but media outlets offer ideas
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- Figure 38: Sources of inspiration, any rank, June 2016
- Women embrace social media for DIY inspiration
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- Figure 39: Select sources of inspiration, any rank, by gender, June 2016
- Sources differ between older and younger generations
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- Figure 40: Select sources of inspiration, any rank, by generation, June 2016
- Attitude correlates with sources of information
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- Figure 41: Select sources of inspiration, any rank, by DIY types, June 2016
- Hispanics use same sources as Non-Hispanics for DIY inspiration
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- Figure 42: Select sources of inspiration, any rank, by Hispanic origin, June 2016
- In their words…
Attitudes toward DIY Projects
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- Major projects are best left to professionals
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- Figure 43: Attitudes toward DIY abilities, June 2016
- Younger adults have few tools, but a willingness to learn
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- Figure 44: Select attitudes toward DIY abilities, by generation, June 2016
- Higher-Skilled DIY Enthusiasts are most engaged in category
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- Figure 45: Select attitudes toward DIY abilities, by DIY types, June 2016
- Online tutorials more popular for improving home’s visual appeal
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- Figure 46: CHAID analysis among those who agree that online tutorials and demos help improve their DIY skills, June 2016
- Methodology:
- Hispanics are keen to handle DIY projects for savings
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- Figure 47: Select attitudes toward DIY abilities, by Hispanic origin, June 2016
- In their words…
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 48: Number of households, 2005-15
- Figure 49: Family and non-family households, 2005-15
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Appendix – Key Players
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- Figure 50: Population by age, in thousands, 2011-21
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