Table of Contents
Executive Summary
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- Top takeaways
- The issues
- Nearly one third disengaged in DIY category
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- Figure 1: DIY consumer segmentation – Attitudes toward home improvement projects, September 2019
- Lack of time, confidence and tools may limit participation
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- Figure 2: Select attitudes and barriers toward home improvement projects (any agree – Net), September 2019
- Lack of trust and quality work prove challenging for on-demand services
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- Figure 3: Select attitudes toward home services and professionals, September 2019
- The opportunities
- All the single ladies – Put your hammers up!
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- Figure 4: Any completion (net) of any project or repair (net), select reasons for undertaking project, by gender, September 2019
- Pride and emotional benefits motivate home projects
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- Figure 5: Select attitudes toward home improvement projects, by age, September 2019
- Younger, less-affluent consumers are important demographic for on-demand services
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- Figure 6: Select attitudes toward home services and professionals, by age, September 2019
- What’s next
The Market – What You Need to Know
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- Discretionary projects will propel the market
- Nearly one third of DIYers are not thrilled to take on home projects
- Americans want a house they can make their own
Market Perspective
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- Slowdown projected in home improvement, look to smaller projects for growth
DIY Consumer Segments
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- Three consumer segments based on attitudes toward home improvement projects
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- Figure 7: DIY consumer segmentation – Attitudes toward home improvement projects, September 2019
- DIY Doubters
- Demographics:
- Who are they?
- A receptive and engaged group looking for a project partner
- Confident and Customized DIYers
- Demographics:
- Who are they?
- Disinclined DIYers
- Demographics:
- Who are they?
Market Factors
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- Shifts in living and surroundings
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- Figure 8: Homeownership rate, among adults aged 35 and younger, 2007-17
- Home buying reflects “fixer-upper” mentality
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- Figure 9: Preferences for new or previously owned homes, March 2019
Key Trends – What You Need to Know
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- Retailers want in on the on-demand economy
- Looking to the future, homes will be efficient and accessible
- Shared and on-demand economy will impact the home improvement market
What’s Happening
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- Media changes the game for home improvement projects
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- Figure 10: Repertoire of DIY home projects undertaken, by select sources of influence, September 2019
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- Figure 11: #Homeenvy on Instagram
- Retailers build through acquisition in DIFM market
What to Watch
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- The future home will look very different
- Climate change will drive interest in smart tech and other efficiency projects
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- Figure 12: Home Depot Facebook ad, April-May 2019
- Markets adapt to an older population, as should home improvement
- Brands consider platform activity, audiences with ad spend
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- Figure 13: Home Depot site spend share, Facebook ad spend share by gender, August-September 2019
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- Figure 14: Lowe’s site spend share, Facebook ad spend share by gender, August-September 2019
- Figure 15: Social media usage, at least daily, August 2019
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- Figure 16: Social media usage, at least daily (net), by gender, age, August 2019
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- Figure 17: Lowe’s Instagram, May 2019
- More retailers move toward shared economy
- On-demand services poised to be next big trend
The Consumer – What You Need to Know
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- Interior projects most common DIY, women will step up DIY game
- Lifestyle and maintenance equally drive participation
- Media, peers highly influential when it comes to home projects
- On-demand services viewed as convenient, yet untrustworthy
- Pride, personalization are key motivations for home projects
Home Improvement Projects
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- Interior DIY projects remain most popular
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- Figure 18: Home improvement projects undertaken, September 2019
- Tool (wo)man: men currently more engaged, but don’t ignore women
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- Figure 19: Select DIY home improvement projects, by gender, September 2019
- Young adults look to make a space their own
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- Figure 20: Select DIY home improvement projects, by age, September 2019
- Despite their uncertainty, DIY Doubters are active participants
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- Figure 21: DIY home improvement projects, by consumer segments, September 2019
Reasons for Undertaking DIY Projects
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- Top reasons for undertaking are both practical and discretionary
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- Figure 22: Reasons for undertaking DIY home improvement project, September 2019
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- Figure 23: Repertoire of number of DIY projects completed, by reasons for undertaking project, September 2019
- Women driven by design and décor
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- Figure 24: Select reasons for undertaking DIY home improvement project, by gender, September 2019
- 18-34s have more reasons to participate
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- Figure 25: Select reasons for undertaking DIY home improvement project, by age, September 2019
Sources of Influence
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- Media sparks inspiration and guides home projects
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- Figure 26: Sources of influence, September 2019
- Younger adults seek guidance without having to physically interact
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- Figure 27: Select sources of influence, by age, September 2019
Attitudes toward Home Services and Professionals
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- Challenges and opportunities for on-demand services
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- Figure 28: Attitudes toward home services and professionals, September 2019
- Younger adults fuel the on-demand market
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- Figure 29: Select attitudes toward home services and professionals, by age, September 2019
Attitudes toward Home Improvement Projects
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- Pride in home and personal style motivate projects
- Lack of time and tools may limit participation
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- Figure 30: Attitudes toward home improvement projects, any agree – Net, September 2019
- Younger DIYers less confident in skills, interested in tools and services
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- Figure 31: Select attitudes toward home improvement projects, by age, September 2019
- Addressing barriers could increase engagement among DIY Doubters
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- Figure 32: Select attitudes toward home improvement projects, by consumer segments, September 2019
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 33: Households, by detailed type, 2008 and 2018
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