Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy

Jun 1, 2009
202 Pages - Pub ID: LA2118693
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As the worst economic downturn in living memory stretches relentlessly into 2009, American consumers in every walk of life are searching for new ways to cope with their diminished financial circumstances and to empower themselves by taking more control of their lives in uncertain times. One increasingly popular survival strategy adopted by more and more American consumers is to take on routine chores and tackle major projects themselves rather than paying others to do them.

This completely new Packaged Facts report takes an in-depth look at the exploding population of do-it-yourselfers (DIYers) in remarkably diverse sectors of the economy, including home improvement, food gardening, financial services, automotive and beauty care. By drilling down into Experian Simmons National Consumer Study (NCS) data, the report highlights what makes DIY consumers tick and shows how they differ from their do-it-for me (DIFM) counterparts. The report reveals how the DIY movement is taking hold throughout the American economy, creating both challenges and opportunities for marketers in a wide range of industries.

The report begins with an assessment of the trends shaping the DIY consumer movement and an evaluation of the opportunities created by the shift toward self-sufficiency on the part of American consumers. The next chapter provides an overview of the demographics of DIY consumers and an analysis of the size and projected growth of the DIY consumer population. The report continues with separate chapters on DIYers in five major areas: home improvement, food gardening, financial services, automotive and at-home beauty care. Each chapter includes a demographic profile of DIYers, highlights key DIY consumer attitudes, analyzes DIY consumer shopping behavior and assesses the importance of DIY consumers to marketers in each area.

Read an excerpt from this report below.

About the Author

Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co- authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

Chapter 1 Executive Summary
Introduction
Background
Overview of Report
Scope of Report
Methodology
Trends and Opportunities
Do-It-Yourself Turns Trendy during the Great Recession
DIY About More than Just Saving Money in Hard Times
DIYers Drive Home Improvement Market
DIY Trend Accelerates
DIY Trend Creates Winners and Losers
DIYers Offer Increasing Opportunities
Overview of the Market
Millions of DIYers Affect Many Segments of the Economy
DIYers Have Different Demographic Profiles
DIYers Wield Substantial Buying Power
Research Suggests Short-Term Dip but Rosy Long-Term Future for Home Improvement Market
Many Factors Support Continuing Growth in Number of DIY Consumers
DIY Consumer Profile: Home Improvement
Most Home Improvers Do It Themselves
DIYers Tend to Be Married with Children
Extreme DIY Home Improvers Less Affluent
Bathrooms Most Popular Remodeling Project
DIYers Responsible for Most Remodeling Projects
Door Knobs and Lighting Fixtures Lead List of Home Improvement Purchases
DIFMers More Involved in Roofing and Carpeting Projects
Moderate DIYers Best Customers for Home Improvement Stores
DIYers More Confident about Fixing Things
DIY Shoppers More Price Conscious
Moderate DIYers Are Serious Shoppers
Home Improvers Like to Buy from Catalogs and Online
Incentive Offers Capture Attention of DIY Home Improvers
DIY Consumer Profile: Food Gardeners
Millions of Americans Turn to Food Gardening
Food Gardening Attracts Boomers
Food Gardeners Tend to Be Affluent Homeowners
Food Gardening Displays Distinct Regional Patterns
Food Gardeners Expect to Be Worse Off in 12 Months
Clothes Viewed with Practical Eye
Food Gardeners Like to Cook
High Priority Placed on Environmentally Friendly Products
Food Gardeners Look to Catalogs
DIY Consumer Profile: Financial Services
Many Taxpayers Are DIYers
Most DIYers Use Computers to Prepare Tax Returns
Financial DIYers Younger
Women More Likely to Use Computer to Do Taxes
Education Divides DIYers from DIFMers
DIYers Using Tax Software Have High Incomes
DIYers Less Materialistic
DIFMers More Interested in Financial Services
Use of Internet Varies Widely
Users of Tax Software More Likely to Borrow
DIY Consumer Profile: Automotive
More than One in Three Motorists Change Own Motor Oil
Automotive DIY Segment Younger
Many Differences Between DIY and DIFM Automotive Segments
DIYers Changing Own Oil Better at Fixing Things
DIYers More Interested in What’s Under the Hood
DIYers Favor U.S. Pickups and SUVs
DIYers More Likely to Buy Car in Near Future
DIYers Like Automotive Magazines
AutoZone Top Choice for DIYers
DIYers Buy More Tires
DIY Consumer Profile: At-Home Beauty Care
Millions of Women Use At-Home Beauty Products
Boomers More Likely to Color Hair At Home
Home Beauty Care Attracts Multicultural Women
Household Incomes Differ
At-Home Hair Colorists Use More Beauty-Care Products of All Kinds
At-Home Hair Colorists More Likely to Use Wide Range of Hair- Care Products
Women Using Hair Coloring Products More Driven Financially
Women Using At-Home Beauty-Care Products Shop More
Women Using Nail Polish More Attuned to Fashion


Chapter 2 Trends and Opportunities
Market Trends
Do-It-Yourself Turns Trendy during the Great Recession
DIY About More than Just Saving Money in Hard Times
Table 2-1: Economic Outlook, DIYers vs. DIFMers by Category
DIYers Drive Home Improvement Market
More Americans Start to Grow Their Own Food
DIY Lawn Care Becomes More Common
More Consumers Do Own Housecleaning and Mix Own Cleaning Products
At-Home Beauty Care Gains in Popularity
DIY Affects Financial Services Industry
More Drivers Take Care of Own Cars
Specialized Media Outlets Fuel DIY Movement
Hardware Chain Ad Campaign Targets DIYers
Market Opportunities
DIY Trend Creates Winners and Losers
DIY Generates More Interest in Learning How-To
Companies with Innovative Products and Services Find Opportunities by Hopping on DIY Bandwagon
DIYers Remain Bulwark of Home Improvement Market
Table 2-2: Opportunities Related to Shopping and Buying Patterns of DIY Home Improvers in Home Improvement Stores
Table 2-3: Opportunities Related to Purchase of Home Improvements by DIYers by Category of DIYer
Food Gardeners Offer Increasing Opportunities
Table 2-4: Selected Opportunities Related to Lawn & Garden Equipment by Food Gardeners
DIFMers Bigger Target for Financial Services Industry
Table 2-5: Selected Opportunities Related to Use of Financial Services by Taxpayers, DIYers vs. DIFMers
DIYers Offer Hope for Struggling U.S. Automakers
Table 2-6: Selected Opportunities Related to DIY Consumers in Automotive Sector
At-Home Hair Colorists Important Factor in Beauty Care Industry
Table 2-7: Selected Opportunities Related to At-Home Beauty Care


Chapter 3 Overview of the Market
Demographic Highlights
Millions of DIYers Affect Many Segments of the Economy
Table 3-1: Number of DIYers by Category of Activity
DIYers Cluster in Younger Age Segments
Table 3-2: Age Groups, DIYers vs. DIFMers by Category
Gender Differences Seen across DIY Segments
Table 3-3: Gender, DIYers vs. DIFMers by Category
DIYers Have Different Demographic Profiles
Table 3-4: Selected Demographic Characteristics, DIYers vs. DIFMers by Category
Size and Growth of the Market
DIYers Wield Substantial Buying Power
Table 3-5: Aggregate Household Income of DIYers by Category
DIFMers Remain Important
Table 3-6: Aggregate Household Income, DIYers vs. DIFMers
Research Suggests Short-Term Dip but Rosy Long-Term Future for Home Improvement Market
More DIYers Projected to Focus on Adding Space to Their Homes
Table 3-7: Number of Major Home Improvement Projects by DIY Households Carried Out in Previous 12 Months vs. Number Planned for Next 12 Months by Type of Project
Many Factors Support Continuing Growth in Number of DIY Consumers
Table 3-8: Number of Women Using At-Home Hair Coloring Products by Race and Hispanic Origin
Table 3-9: Projected Growth in Number of Women by Race and Hispanic Origin, 2010-2015
Table 3-10: Projected Growth in Number of Women Using At-Home Hair Coloring Products, 2008-2013
Figure 3-1: Percent of Taxpayers Using Computer Software by Age Group
Table 3-11: Projected Growth in Number of Taxpayers Using Computer Software to Prepare Tax Returns, 2008-2013
Table 3-12: Projected Growth in Number of Automotive DIYers, 2008-2013
Table 3-13: Projected Growth in Number of Food Gardeners, 2008-2013


Chapter 4 DIY Consumer Profile: Home Improvement
Overview
Home Improvement DIYers Defined
Most Home Improvers Do It Themselves
Table 4-1: Number of Adults Carrying Out Home Improvement Projects in Last 12 Months, DIYers vs. DIFMers
Table 4-2: Number of Households Carrying Out Home Improvement Projects in Last 12 Months, DIYers vs. DIFMers
Moderate DIY Households Responsible for Largest Share of Home Improvement Projects
Table 4-3: Number of Home Improvements/Remodeling Projects Carried Out in Last 12 Months, DIYers vs. DIFMers
Most Popular DIY Home Improvement Projects Listed
Table 4-4: Percent of Home Improvement Projects Carried Out by DIYers
Demographic Profile
Women Major Force in DIY Home Improvement Segment
Table 4-5: Age and Gender of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIFM an Urban Phenomenon
Table 4-6: Place of Residence of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIYers Tend to Be Married with Children
Table 4-7: Selected Demographic Characteristics of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
Home Improvers More Affluent
Table 4-8: Economic Profile of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIFMers Have Expensive Houses
Table 4-9: Homeownership Patterns of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
Home Improvement Highlights
Moderate DIYers Most Likely to Have Home Equity Loans
Table 4-10: Selected Loans by Type of Loan, DIYers vs. DIFMers
Bathrooms Most Popular Remodeling Project
Table 4-11: Percent of Home Improvers Carrying Out Remodeling Projects in Last 12 Months by Type of Project, DIYers vs. DIFMers
DIYers Responsible for Most Remodeling Projects
Table 4-12: Remodeling Projects in Last 12 Months by Category of Home Improver
Door Knobs and Lighting Fixtures Lead List of Home Improvement Purchases
Table 4-13: Number of Households Buying Home Improvements in Last 12 Months by Type of Improvement
DIFMers More Involved in Roofing and Carpeting Projects
Table 4-14: Home Improvement Items Bought in Last 12 Months, DIYers vs. DIFMers
Most Home Improvers Did Interior Painting in Last 12 Months
Figure 4-1: Percent Painting Interior of House in Last 12 Months, DIYers vs. DIFMers
Table 4-15: Brand of Paint Used by Home Improvers Painting Interior of House in Last 12 Month, DIYers vs. DIFMers
Exterior Painting Also Common
Figure 4-2: Percent Painting Exterior of House in Last 12 Months, DIYers vs. DIFMers
Moderate DIYers Best Customers for Home Improvement Stores
Table 4-16: Percent of Consumers Engaged in Home Improvement Activities Shopping in Home Improvement Stores by Name of Store and Frequency of Shopping, DIYers vs. DIFMers
DIFMers Own Tools Too
Figure 4-3: Percent of Home Improvers Owning Workshop Tools, DIYers vs. DIFMers
Figure 4-4: Percent of Home Improvers Renting Workshop Tools, DIYers vs. DIFMers
Table 4-17: Workshop Equipment Owned by Type, DIYers vs. DIFMers
Table 4-18: Workshop Equipment Owned by Brand, DIYers vs. DIFMers
Personal Profile
DIYers More Confident about Fixing Things
Table 4-19: Attitudes toward the Home of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIY Consumers More Ornery
Table 4-20: Self Concepts of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIYers More Active than DIFMers
Table 4-21: Leisure Activities of Consumers Engaged in Home Improvement Activities, DIYers vs. DIFMers
DIFMers Are Joiners
Table 4-22: Memberships of Consumers Engaged in Home Improvement Activities, DIYers vs. DIFMers
Consumer Profile
DIFM and DIY Consumers Have Similar Outlook on Economy
Table 4-23: Economic Outlook of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIFM Consumers Feel More Secure Financially
Table 4-24: Attitudes toward Personal Finance of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
DIY Shoppers More Price Conscious
Table 4-25: Attitudes toward Shopping of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
Moderate DIYers Are Serious Shoppers
Table 4-26: Percent of Consumers Engaged in Home Improvement Activities Visiting Shopping Malls in Last 4 Weeks, DIYers vs. DIFMers
Table 4-27: Percent of Consumers Engaged in Home Improvement Activities Shopping in Home Electronics Stores by Name of Store and Frequency of Shopping, DIYers vs. DIFMers
Table 4-28: Percent of Consumers Engaged in Home Improvement Activities Shopping in Home Furnishing Stores by Name of Store and Frequency of Shopping, DIYers vs. DIFMers
Home Improvers Like to Buy from Catalogs and Online
Figure 4-5: Percent Making a Purchase from a Catalog in Last 12 Months, DIYers vs. DIFMers
Table 4-29: Percent Placing Mail, Phone and Internet Orders in Last 12 Months by Type and Size of Order, DIYers vs. DIFMers
Incentive Offers Capture Attention of DIYers
Table 4-30: Percent of Consumers Engaged in Home Improvement Activities Responding to Incentive Offers by Type of Offer, DIYers vs. DIFMers
Home Improvers Major Buyers of Appliances and Home Furnishings
Figure 4-6: Percent Buying Major Kitchen Appliance in Last 12 Months, DIYers vs. DIFMers
Table 4-31: Household Furnishings Bought in Last 12 Months, DIYers vs. DIFMers
Media Usage
DIYers Use Internet, DIFMers Depend on Newspapers for News
Table 4-32: Attitudes toward the Media of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
Table 4-33: Impact of the Internet on Media Usage of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
Magazine Preferences Show Cultural Divide between DIY and DIFM Men
Table 4-34: Magazine Preferences of Men Engaged in Home Improvement Activities, Extreme DIYers vs. DIFMers


Chapter 5 DIY Consumer Profile: GIYers
Overview
GIYers Defined
Millions of Americans Turn to Food Gardening
Table 5-1: Number of GIYers by Individuals and Households
Demographic Profile of Food Gardeners
Food Gardening Attracts Boomers
Table 5-2: Age and Gender, GIYers vs. All Adults
Non-Hispanic Whites and Republicans Predominate
Table 5-3: Selected Demographic Characteristics, GIYers vs. All Adults
GIYers Tend to Be Affluent Homeowners
Table 5-4: Economic Profile, GIYers vs. All Adults
Food Gardening Displays Distinct Regional Patterns
Table 5-5: Place of Residence, GIYers vs. All Adults
Personal Profile
GIYers a Happy Group
Table 5-6: Attitudes toward Life, GIYers vs. All Adults by Gender
GIYers Think Highly of Themselves
Table 5-7: Self-Concepts, GIYers vs. All Adults
Woodworking and Antiquing Also Get Gardeners’ Attention
Table 5-8: Leisure Activities, GIYers vs. All Adults
GIYers Are Joiners
Table 5-9: Memberships, GIYers vs. All Adults
Consumer Profile
GIYers Expect to Be Worse Off in 12 Months
Table 5-10: Economic Outlook, GIYers vs. All Adults by Gender
GIYers Financially Conservative
Table 5-11: Attitudes toward Personal Finances, GIYers vs. All Adults by Gender
Clothes Viewed with Practical Eye
Table 5-12: Attitudes toward Fashion, GIYers vs. All Adults by Gender
GIYers Have Sophisticated Palate
Table 5-13: Attitudes toward Food and Diet, GIYers vs. All Adults by Gender
GIYers More Healthy
Table 5-14: Attitudes toward Health, GIYers vs. All Adults by Gender
High Priority Placed on Environmentally Friendly Products
Table 5-15: Attitudes toward Environmentally Friendly Products, GIYers vs. All Adults by Gender
GIYers Are Shoppers
Table 5-16: Attitudes toward Shopping, GIYers vs. All Adults by Gender
GIYers Shop for Specials and Bargains
Table 5-18: Price Sensitivity, GIYers vs. All Adults by Gender
Online Shopping Appeals
Table 5-19: Attitudes toward Online Shopping, GIYers vs. All Adults by Gender
Table 5-20: Percent Placing Mail/Phone/Internet Order in Last 12 Months by Type of Order and Amount Spent, GIYers vs. All Adults by Gender
GIYers Look to Catalogs
Table 5-21: Percent Buying Merchandise from Catalogs in Last 12 Months by Frequency and Type of Merchandise, GIYers vs. All Adults by Gender
Advertising Viewed Negatively
Table 5-22: Attitudes toward Advertising, GIYers vs. All Adults
Magazine Preferences of GIYers Reflect Different Interests
Table 5-23: Magazine Preferences of Men, GIYers vs. All Men
Table 5-24: Magazine Preferences of Women, GIYers vs. All Women


Chapter 6 DIY Consumer Profile: Financial Services
Overview
DIY and DIFM Taxpayer Segments Defined
Most Taxpayers Are DIFMers
Table 6-1: Number of Adults Preparing Tax Returns, DIYers vs. DIFMers
Most DIYers Use Computers to Prepare Tax Returns
Table 6-2: Methods Used by DIYers and DIFMers to Prepare Tax Returns
Demographic Profile
Financial DIYers Younger
Table 6-3: Age of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Women More Likely to Use Computer to Do Taxes
Table 6-4: Gender of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
DIFMers More Likely to Live outside Big Cities
Table 6-5: Selected Demographics of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Education Divides DIYers from DIFMers
Table 6-6: Education and Employment Profile of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
DIYers Using Tax Software Have High Incomes
Table 6-7: Economic Profile of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Financial Profile
DIYers Less Materialistic
Table 6-8: Attitudes toward Work and Money of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Pen-and-Paper Taxpayers More Financially Conservative
Table 6-9: Attitudes toward Personal Finance of Adults Preparing Tax Returns, DIYers vs DIFMers by Category.
DIFMers More Interested in Financial Services
Table 6-10: Attitudes toward Financial Services of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
DIFMers Slightly More Pessimistic about Economy
Table 6-11: Economic Outlook of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Access to Computers Differentiates Approach to Preparing Tax Returns
Figure 6-1: Percent of Adults Preparing Tax Returns Owning a Computer at Home, DIYers vs. DIFMers by Category
Use of Internet Varies Widely
Table 6-12: Frequency of Internet Use by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Table 6-13: Online Activities of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Users of On-Site Tax Services Least Likely to Have Investments
Figure 6-2: Percent of Adults Preparing Tax Returns Who Own Any Investments, DIYers vs. DIFMers by Category
Figure 6-3: Percent of Adults Preparing Tax Returns Who Have Mutual Funds/Brokerage Accounts, DIYers vs. DIFMers by Category
Table 6-14: Type of Investments Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
DIFMers Hiring Accountants Invest in CDs
Table 6-15: Bank Accounts of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Credit Cards More Scarce among Users of On-Site Tax Services
Table 6-16: Use of Credit Cards by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Users of Tax Software More Likely to Borrow
Table 6-17: Type of Loans of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
DIFMers More Likely to Use Insurance Agent
Table 6-18: Insurance Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
Table 6-19: Method of Obtaining and Value of Homeowner’s Insurance Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category


Chapter 7 DIY Consumer Profile: Automotive
Overview
Automotive DIYers Defined
More than One in Three Motorists Change Own Motor Oil
Table 7-1: Number of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
Demographic Profile
Automotive DIY Segment Younger
Table 7-2: Age and Gender of Adults Changing Motor Oil in Last 12 Months, DIYers vs DIFMers.
Many Differences Between DIY and DIFM Automotive Segments
Table 7-3: Selected Demographic Characteristics of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
Table 7-4: Economic Profile of Adults Changing Motor Oil in Last 12 Months, DIYers vs DIFMers.
Personal Profile
DIYers See Selves as Daring and Adventuresome
Table 7-5: Self Concepts of Consumers Changing Motor Oil in Last 12 Months, DIYers vs DIFMers.
DIYers Changing Own Oil Better at Fixing Things
Table 7-6: Personal Profile of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
Consumer Profile
DIYers Less Willing to Spend
Table 7-7: Economic Outlook of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIFMers More Secure Financially
Table 7-8: Attitudes toward Personal Finance of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIFMers and DIYers Share Many of the Same Driving Habits
Table 7-9: Driving Habits of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIYers More Interested in What’s Under the Hood
Table 7-10: Attitudes toward Automotive Technology of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
Reasons for Buying Car Differ
Table 7-11: Reasons for Buying Car of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIFMers More Likely to Buy New Cars
Table 7-12: Attitudes toward New and Used Cars of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
Table 7-13: Category of Car Most Recently Acquired by Adults Changing Motor Oil in Last12 Months, DIYers vs. DIFMers
Table 7-14: Next Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months (New or Used), DIYers vs. DIFMers
Foreign Cars Get Higher Rating from DIFMers
Table 7-15: Attitudes toward Foreign and Domestic Cars of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIYers Favor U.S. Pickups and SUVs
Table 7-16: Type of Vehicle Owned by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIYers Plan to Buy American Vehicle, DIFMers Expect to Buy Foreign Car
Table 7-17: Next Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months (Foreign vs. Domestic), DIYers vs. DIFMers
DIYers More Likely to Buy Car in Near Future
Table 7-18: When Next Vehicle Purchase Planned by Adults Changing Motor Oil in Last 12 Months (Foreign vs. Domestic), DIYers vs. DIFMers
DIFMers More Information-Intensive When Buying Cars
Table 7-19: Source of Information for Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIYers Like Automotive Magazines
Table 7-20: Magazine Preferences of Men Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIFMers Buy Expensive Cars
Table 7-21: Amount Spent on Most Recent Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIFMers Join Auto Clubs
Figure 7-1: Percent of Adults Changing Motor Oil in Last 12 Months Who Belong to an Automotive Club, DIYers vs. DIFMers
DIFMers Depend More on Car Dealerships for Service
Table 7-22: Percent of Adults Changing Motor Oil in Last 12 Months Who Obtained Automotive Maintenance/Repair Service by Venue of Service, DIYers vs. DIFMers
Table 7-23: Automotive Service Purchased by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
AutoZone Top Choice for DIYers
Table 7-24: Automotive Retail Stores Shopped by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
DIYers Buy More Tires
Figure 7-2: Percent of Adults Changing Motor Oil in Last 12 Months Buying Passenger Car Tires, DIYers vs. DIFMers
Figure 7-3: Percent of Adults Changing Motor Oil in Last 12 Months Buying Pickup/SUV/Van Tires, DIYers vs. DIFMers


Chapter 8 DIY Consumer Profile: At-Home Beauty Care
Demographic Profile
Millions of Women Use At-Home Beauty Products
Table 8-1: Number of Women Doing At-Home Beauty Care
Boomers More Likely to Color Hair At Home
Table 8-2: Women Doing At-Home Beauty Care vs. All Women by Age Group
Home Beauty Care Attracts Multicultural Women
Table 8-3: Demographic Profile, Women Doing At-Home Beauty Care vs. All Women
Women Using Nail Polish Better Educated
Table 8-4: Educational Attainment and Occupational Patterns, Women Doing At-Home Beauty Care vs. All Women
Household Incomes Differ
Table 8-5: Economic Profile, Women Doing At-Home Beauty Care vs. All Women
At-Home Beauty Care Preferences
At-Home Hair Colorists Use More Beauty-Care Products of All Kinds
Table 8-6: Use of Beauty-Care Products, Women Doing At-Home Beauty Care vs. All Women
Clairol at Top of List of Hair Coloring Products
Table 8-7: Hair Coloring Products Used by At-Home Hair Colorists by Type, Brand and Frequency of Use
At-Home Hair Colorists More Likely to Use Wide Range of Hair- Care Products
Table 8-8: Hair Conditioning Products Used at Home by Type and Frequency of Use, At-Home Hair Colorists vs. All Women
Table 8-9: Most Popular Hair Conditioner Brands, At-Home Colorists vs. All Women
Table 8-10: Use of Hair Spray by Type and Frequency of Use, At-Home Hair Colorists vs. All Women
Table 8-11: Most Popular Hair Spray Brands, At-Home Colorists vs. All Women
Table 8-12: Use of Hair Styling Creams, Gels and Lotions, At-Home Hair Colorists vs. All Women
Table 8-13: Most Popular Hair Styling Brands, At-Home Colorists vs. All Women
Table 8-14: Use of Home Permanents and Relaxers, At-Home Hair Colorists vs. All Women
Consumer Profile
Economic Outlook Similar across DIY Home Beauty Care Segments
Table 8-15: Economic Outlook of Women Doing At-Home Beauty Care vs. All Women
Women Using Hair Coloring Products More Driven Financially
Table 8-16: Attitudes toward Personal Finance, Women Doing At-Home Beauty Care vs. All Women
Women Using At-Home Beauty-Care Products Shop More
Table 8-17: Attitudes toward Shopping, Women Doing At-Home Beauty Care vs. All Women
Table 8-18: Shopping Patterns, Women Doing At-Home Beauty Care vs. All Women
Catalog Shopping More Popular
Table 8-19: Percent Buying Merchandise from Catalogs in Last 12 Months, Women Doing At-Home Beauty Care vs. All Women
Table 8-20: Percent Placing Mail/Phone/Internet Orders in Last 12 Months, Women Doing At-Home Beauty Care vs. All Women
Women Using Nail Polish More Attuned to Fashion
Table 8-21: Attitudes toward Fashion, Women Doing At-Home Beauty Care vs. All Women
Women in DIY Beauty-Care Segment Not More Likely to Diet but They Exercise More
Table 8-22: Attitudes toward Eating, Women Doing At-Home Beauty Care vs. All Women
Figure 8-1: Percent Exercising Regularly in the Last 12 Months, Women Doing At-Home Beauty Care vs. All Women


Appendix: Addresses of Selected DIY Market Resources

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