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DIY Home Improvement and Maintenance - US - May 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The DIY home improvement market
Slow recovery after recessional declines
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
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
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
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
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
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
Figure 7: Reasons for not doing DIY work, March 2013
Home improvement shoppers tend to prefer purchasing in stores rather than online
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
Figure 9: Perceptions of DIY supplies and retailers, March 2013
Market drivers
Sluggish housing market has hindered home improvement spending
Figure 10: Homeownership rate, by age of householder, 2002-12
Recovering 2012 housing market suggests upcoming growth in DIY
Figure 11: Sales of existing and new single-family homes, seasonally adjusted, 2008-12
The Remodeling Market Index shows positive rebounds
Figure 12: Remodeling Market Index, seasonally adjusted, by current market conditions, 2008-12
Preferred DIY retailers
Figure 13: Retailers and channels most often shopped for DIY supplies in store vs. online, March 2013
What we think
ISSUES AND INSIGHTS
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
Inspire trend: Snack Society
Inspire trend: Greenfluencers
Mintel Futures: Access Anything, Anywhere
MARKET SIZE AND FORECAST
Key points
DIY market stabilizing after recessional declines
Figure 14: Expenditures of DIY home improvement, at 2011 inflation-adjusted dollars, 2007-17
Fan chart forecast
Figure 15: Fan chart forecast of total expenditures of household DIY home improvement, 2007-17
MARKET DRIVERS
Key points
U.S. housing and its influence on DIY home improvements
Slow-moving homeownership recovery hinders overall spending on home improvement
Figure 16: Homeownership rate, by age of householder, 2002-12
Increasing home sales in 2012 points to a positive direction for DIY
Figure 17: Sales of existing and new single-family homes, 2008-12
Rebound remodeling activity translates to near-term positive trajectory to DIY retailing
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
Key points
Segment overview
Figure 19: Share of household average DIY home improvement spending, selected years of 2007, 2009, and 2011
Interior additions, alterations, and replacements
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
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
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
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
Key points
Home centers lead home improvement and DIY
Home Depot
Lowe’s
Menards
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
Showcasing energy-efficient DIY products
Figure 25: Lowe’s, “Efficient Home” online, 2013
Figure 26: Menards, Local Utility Rebates online, 2013
Figure 27: Home Depot, Earth Day energy saving banner ad, 2013
Figure 28: Home Depot, Saving Energy online, 2013
Green commitment
Figure 29: Lowe’s, green initiatives, 2013
“Projects Made Simple” by Walmart
Figure 30: Walmart’s “Project Made Simple” initiative, online, 2013
Exclusive paint line
Figure 31: Walmart—Disney paints and primers, online, 2013
Mobile payments
Mobile apps
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
Key points
Social media metrics
Figure 34: Key performance indicators, April 2013
Market overview
Brand usage and awareness
Figure 35: Usage and awareness of selected DIY Retailing brands, February 2013
Interaction with DIY retailing brands
Figure 36: Interaction with DIY retailing brands, February 2013
Online conversations
Figure 37: Selected DIY retailing brands’ share of conversation, March 23-April 22, 2013
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?
Figure 40: Selected DIY retailing brands’ share of brand conversations, by page type, March 23-April 22, 2013
What are people talking about?
Figure 41: Types of conversations concerning selected DIY retailing brands, March 23-April 22, 2013
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
Figure 44: Home Depot—Key social media indicators, April 25, 2013
Key online campaigns
What we think
Lowe’s
Figure 45: Lowe’s—Key social media indicators, April 25, 2013
Key online campaigns
What we think
Ace Hardware
Figure 46: Ace Hardware—Key social media indicators, April 25, 2013
Key online campaigns
What we think
True Value
Figure 47: True Value—Key social media indicators, April 25, 2013
Key online campaigns
What we think
Lumber Liquidators
Figure 48: Lumber Liquidators—Key social media indicators, April 25, 2013
Key online campaigns
What we think
Sherwin-Williams Stores
Figure 49: Sherwin-Williams—Key social media indicators, April 25, 2013
Key online campaigns
What we think
MARKETING STRATEGIES
Strategy: Offering more for less
Strategy: Touts more saving message
Figure 50: Home Depot Television Ad, “Game Changer,” August 2012
Menards’ huge stores help save big money
Figure 51: Menards Television Ad, “The Bulb Rebate,” January 2013
Strategy: Inspiring creativity
Lowe’s encourages improvement via creativity
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
Figure 53: Home Depot Television Ad, “Window Seat,” October 2012
Walmart offers its DIY expertise
Figure 54: Walmart Television Ad, “Big & Beautiful,” April 2013
Strategy: Offering a helping hand
Ace: Your neighborly hardware store
Figure 55: Ace Hardware Television Ad, “Friendly Neighbor,” March 2013
Online initiatives
Walmart promotes in-store pick-up
Figure 56: Walmart, “Site to Store” online banner advertisement, 2013
Targeting female DIY consumers
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
Figure 59: Walmart, Man Cave, online, April 25, 2013
DIY HOME IMPROVEMENT PARTICIPANTS AND PROJECT TYPES
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
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
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
Figure 62: Types of DIY home improvement projects undertaken or planned in 2012-13, by number of types of DIY projects, March 2013
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
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
Figure 65: Number of types of DIY home improvement projects undertaken or planned in 2012-13, by primary residence, March 2013
Figure 66: Type of DIY home improvement project undertaken or planned in 2012-13, by primary residence, March 2013
DIY HOME IMPROVEMENT PURCHASES
Key points
Painting and landscaping supplies most likely purchased
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
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
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
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
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
Key points
In-store channel is most preferred; online presence is manifested
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
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
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)
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
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
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
Figure 78: Retailers and channels most often shopped for DIY supplies online, by reasons for undertaking DIY work, March 2013 (Part 1)
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
Figure 80: Retailers and channels most often shopped for DIY supplies online, by DIY browsing and purchasing behavior, March 2013
FACTORS DRIVING DIY INITIATIVES
Key points
Drivers for DIY projects and purchases vs. for contractors
General household repairs the greatest common denominator for home improvement
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
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
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
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
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
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
Figure 87: Reasons for not doing DIY work, by primary residence, March 2013
ATTITUDES TOWARD DIY SHOPPING, SUPPLIES, AND RETAILERS
Key points
DIYers’ perceptions on home improvement shopping
Projects for DIY lean toward in-store shopping; online/mobile for work performed by contractor
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
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
Figure 90: Perceptions of DIY supplies and retailers, by gender and age, March 2013
IMPACT OF RACE/HISPANIC ORIGIN
Key points
DIY home improvement projects and purchases
Whites and Hispanics most likely to undertake DIY home improvement projects
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
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
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
Figure 94: Perceptions of DIY supplies and retailers, by race/Hispanic origin, March 2013
CLUSTER ANALYSIS
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
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
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
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
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
Figure 105: Agreement with perceptions of DIY supplies and retailers, by target clusters, March 2013
Cluster demographic tables
Figure 106: Target clusters, by demographic, March 2013
Cluster methodology
APPENDIX – ADDITIONAL CONSUMER TABLES
 DIY HOME IMPROVEMENT PROJECTS AND PURCHASES IN 2012-13
Figure 107: Type of DIY home improvement project undertaken or planned in 2012-13, by household income, March 2013
Figure 108: Type of DIY home improvement project undertaken or planned in 2012-13, by marital/relationship status, March 2013
Figure 109: Type of DIY home improvement project undertaken or planned in 2012-13, by region, March 2013
Figure 110: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by marital/relationship status, March 2013
Figure 111: Supplies purchased or expect to purchase in 2012-13, by type of home improvement project, by region, March 2013
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
Figure 113: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by gender and age, March 2013
Figure 114: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by household income, March 2013
Figure 115: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by primary residence, March 2013
Figure 116: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by marital/relationship status, March 2013
Figure 117: DIY or contractors hired/planned in 2012-13, by type of home improvement project, by region, March 2013
 FACTORS DRIVING DIY INITIATIVES
Figure 118: Reasons for undertaking DIY projects, by marital/relationship status, March 2013
Figure 119: Reasons for undertaking DIY projects, by region, March 2013
Figure 120: Reasons for undertaking DIY projects, by primary residence, March 2013
 RETAILERS AND CHANNELS MOST OFTEN SHOPPED FOR DIY SUPPLIES IN STORE
Figure 121: Retailers and channels most often shopped for DIY supplies in store, by household income, March 2013
Figure 122: Retailers and channels most often shopped for DIY supplies in store, by marital/relationship status, March 2013
Figure 123: Retailers and channels most often shopped for DIY supplies in store, by region, March 2013
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
Figure 125: Retailers and channels most often shopped for DIY supplies online, by marital/relationship status, March 2013
Figure 126: Retailers and channels most often shopped for DIY supplies online, by region, March 2013
Figure 127: Retailers and channels most often shopped for DIY supplies online, by primary residence, March 2013
 REASONS FOR NOT DOING DIY WORK
Figure 128: Reasons for not doing DIY work, by household income, March 2013
Figure 129: Reasons for not doing DIY work, by employment, March 2013
Figure 130: Reasons for not doing DIY work, by region, March 2013
Figure 131: Reasons for not doing DIY work, by race/Hispanic origin, March 2013
 ATTITUDES AND BEHAVIORS TOWARD DIY HOME IMPROVEMENT SHOPPING
Figure 132: Behaviors and attitudes toward DIY home improvement shopping, by household income, March 2013
Figure 133: Behaviors and attitudes toward DIY home improvement shopping, by marital/relationship status, March 2013
Figure 134: Behaviors and attitudes toward DIY home improvement shopping, by primary residence, March 2013
Figure 135: Behaviors and attitudes toward DIY home improvement shopping, by race/Hispanic origin, March 2013
 PERCEPTIONS OF DIY SUPPLIES AND RETAILERS
Figure 136: Perceptions of DIY supplies and retailers, by gender, March 2013
Figure 137: Perceptions of DIY supplies and retailers, by age, March 2013
Figure 138: Perceptions of DIY supplies and retailers, by household income, March 2013
Figure 139: Perceptions of DIY supplies and retailers, by marital/relationship status, March 2013
Figure 140: Perceptions of DIY supplies and retailers, by presence of children in household, March 2013
Figure 141: Perceptions of DIY supplies and retailers, by region, March 2013
Figure 142: Perceptions of DIY supplies and retailers, by primary residence, March 2013
APPENDIX – SOCIAL MEDIA – DIY HOME IMPROVEMENT AND MAINTENANCE
Brand usage or awareness
Figure 143: Brand usage or awareness, March 2013
Figure 144: Home Depot usage or awareness, by demographics, March 2013
Figure 145: Lowe’s usage or awareness, by demographics, March 2013
Figure 146: Ace Hardware usage or awareness, by demographics, March 2013
Figure 147: True Value usage or awareness, by demographics, March 2013
Figure 148: Sherwin-Williams Stores usage or awareness, by demographics, March 2013
Figure 149: Lumber Liquidators usage or awareness, by demographics, March 2013
Activities done
Figure 150: Activities done, March 2013
Figure 151: Home Depot—Activities done, by demographics, March 2013
Figure 152: Lowe’s—activities done, by demographics, March 2013
Figure 153: Ace Hardware—Activities done, by demographics, March 2013
Figure 154: True Value—Activities done, by demographics, March 2013
Online conversations
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
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
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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