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

 
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Published 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.


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        •   Economic Outlook, DIYers vs. DIFMers by Category
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        •   Opportunities Related to Shopping and Buying Patterns of DIY Home Improvers in Home Improvement Stores (in thousands)
        •   Opportunities Related to Purchase of Home Improvements by DIYers by Category of DIYer (in thousands)

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        •   Selected Opportunities Related to Lawn & Garden Equipment by Food Gardeners (in thousands)

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        •   Selected Opportunities Related to Use of Financial Services by Taxpayers, DIYers vs. DIFMers (in thousands)

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        •   Selected Opportunities Related to DIY Consumers in Automotive Sector (in thousands)

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        •   Selected Opportunities Related to At-Home Beauty Care (in thousands)

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        •   Number of DIYers and DFMers by Category of Activity (in thousands)

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        •   Age Groups, DIYers vs. DIFMers by Category

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        •   Gender, DIYers vs. DIFMers by Category

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        •   Selected Demographic Characteristics, DIYers vs. DIFMers by Category

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        •   Aggregate Household Income of DIYers by Category

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        •   Aggregate Household Income, DIYers vs. DIFMers
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        •   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 (in thousands)

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        •   Number of Women Using At-Home Hair Coloring Products by Race and Hispanic Origin (in thousands)
        •   Projected Growth in Number of Women by Race and Hispanic Origin, 2010-2015 (in thousands)
        •   Projected Growth in Number of Women Using At-Home Hair Coloring Products, 2008-2013 (in thousands)
        •   Projected Growth in Number of Taxpayers Using Computer Software to Prepare Tax Returns, 2008-2013 (in thousands)
        •   Projected Growth in Number of Automotive DIYers, 2008-2013(in thousands)
        •   Projected Growth in Number of Food Gardeners, 2008-2013 (in thousands)

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        •   Number of Adults Carrying Out Home Improvement Projects in Last 12 Months, DIYers vs. DIFMers (in thousands)
        •   Number of Households Carrying Out Home Improvement Projects in Last 12 Months, DIYers vs. DIFMers (in thousands)

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        •   Number of Home Improvements/Remodeling Projects Carried Out in Last 12 Months, DIYers vs. DIFMers (in thousands)

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        •   Percent of Home Improvement Projects Carried Out by DIYers

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        •   Age and Gender of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Place of Residence of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Selected Demographic Characteristics of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Economic Profile of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Homeownership Patterns of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Selected Loans by Type of Loan, DIYers vs. DIFMers

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        •   Percent of Home Improvers Carrying Out Remodeling Projects in Last 12 Months by Type of Project, DIYers vs. DIFMers

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        •   Remodeling Projects in Last 12 Months by Category of Home Improver

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        •   Number of Households Buying Home Improvements in Last 12 Months by Type of Improvement (in thousands)

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        •   Home Improvement Items Bought in Last 12 Months, DIYers vs. DIFMers

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        •   Brand of Paint Used by Home Improvers Painting Interior of House in Last 12 Month, DIYers vs. DIFMers
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        •   Percent of Consumers Engaged in Home Improvement Activities Shopping in Home Improvement Stores by Name of Store and Frequency of Shopping, DIYers vs. DIFMers

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        •   Workshop Equipment Owned by Type, DIYers vs. DIFMers
        •   Workshop Equipment Owned by Brand, DIYers vs. DIFMers

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        •   Attitudes toward the Home of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Self Concepts of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Leisure Activities of Consumers Engaged in Home Improvement Activities, DIYers vs. DIFMers

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        •   Memberships of Consumers Engaged in Home Improvement Activities, DIYers vs. DIFMers

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        •   Economic Outlook of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Attitudes toward Personal Finance of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Attitudes toward Shopping of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Percent of Consumers Engaged in Home Improvement Activities Visiting Shopping Malls in Last 4 Weeks, DIYers vs. DIFMers
        •   Percent of Consumers Engaged in Home Improvement Activities Shopping in Home Electronics Stores by Name of Store and Frequency of Shopping, DIYers vs. DIFMers
        •   Percent of Consumers Engaged in Home Improvement Activities Shopping in Home Furnishing Stores by Name of Store and Frequency of Shopping, DIYers vs. DIFMers

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        •   Percent Placing Mail, Phone and Internet Orders in Last 12 Months by Type and Size of Order, DIYers vs. DIFMers

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        •   Percent of Consumers Engaged in Home Improvement Activities Responding to Incentive Offers by Type of Offer, DIYers vs. DIFMers

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        •   Household Furnishings Bought in Last 12 Months, DIYers vs. DIFMers

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        •   Attitudes toward the Media of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
        •   Impact of the Internet on Media Usage of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers

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        •   Magazine Preferences of Men Engaged in Home Improvement Activities, Extreme DIYers vs. DIFMers

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        •   Number of Food Gardeners by Individuals and Households (in thousands)

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        •   Age and Gender, GIYers vs. All Adults

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        •   Selected Demographic Characteristics, GIYers vs. All Adults

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        •   Economic Profile, GIYers vs. All Adults

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        •   Place of Residence, GIYers vs. All Adults

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        •   Attitudes toward Life, GIYers vs. All Adults by Gender

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        •   Self-Concepts, GIYers vs. All Adults

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        •   Leisure Activities, GIYers vs. All Adults

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        •   Memberships, GIYers vs. All Adults

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        •   Economic Outlook, GIYers vs. All Adults by Gender

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        •   Attitudes toward Personal Finances, GIYers vs. All Adults by Gender

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        •   Attitudes toward Fashion, GIYers vs. All Adults by Gender

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        •   Attitudes toward Food and Diet, GIYers vs. All Adults by Gender

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        •   Attitudes toward Health, GIYers vs. All Adults by Gender

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        •   Attitudes toward Environmentally Friendly Products, GIYers vs. All Adults by Gender

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        •   Attitudes toward Shopping, GIYers vs. All Adults by Gender
        •   Shopping Patterns, GIYers vs. All Adults by Gender

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        •   Price Sensitivity, GIYers vs. All Adults by Gender

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        •   Attitudes toward Online Shopping, GIYers vs. All Adults by Gender
        •   Percent Placing Mail/Phone/Internet Order in Last 12 Months by Type of Order and Amount Spent, GIYers vs. All Adults by Gender

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        •   Percent Buying Merchandise from Catalogs in Last 12 Months by Frequency and Type of Merchandise, GIYers vs. All Adults by Gender

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        •   Attitudes toward Advertising, GIYers vs. All Adults

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        •   Magazine Preferences of Men, GIYers vs. All Men
        •   Magazine Preferences of Women, GIYers vs. All Women

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        •   Number of Adults Preparing Tax Returns, DIYers vs. DIFMers (in thousands)

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        •   Methods Used by DIYers and DIFMers to Prepare Tax Returns (in thousands)

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        •   Age of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Gender of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Selected Demographics of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Education and Employment Profile of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Economic Profile of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Attitudes toward Work and Money of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Attitudes toward Personal Finance of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Attitudes toward Financial Services of Adults Preparing Tax Returns, DIYers vs.DIFMers by Category

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        •   Economic Outlook of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
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        •   Frequency of Internet Use by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
        •   Online Activities of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
        •   Use of the Internet by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Type of Investments Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Bank Accounts of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Use of Credit Cards by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Type of Loans of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Insurance Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
        •   Method of Obtaining and Value of Homeowner's Insurance Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category

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        •   Number of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers (in thousands)

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        •   Age and Gender of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Selected Demographic Characteristics of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
        •   Economic Profile of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Self Concepts of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Personal Profile of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Economic Outlook of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Attitudes toward Personal Finance of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Driving Habits of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Attitudes toward Automotive Technology of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Reasons for Buying Car of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Attitudes toward New and Used Cars of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
        •   Category of Car Most Recently Acquired by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
        •   Next Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months (New or Used), DIYers vs. DIFMers

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        •   Attitudes toward Foreign and Domestic Cars of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Type of Vehicle Owned by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Next Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months (Foreign vs. Domestic), DIYers vs. DIFMers

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        •   When Next Vehicle Purchase Planned by Adults Changing Motor Oil in Last 12 Months (Foreign vs. Domestic), DIYers vs. DIFMers

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        •   Source of Information for Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Magazine Preferences of Men Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Amount Spent on Most Recent Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
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        •   Percent of Adults Changing Motor Oil in Last 12 Months Who Obtained Automotive Maintenance/Repair Service by Venue of Service, DIYers vs. DIFMers
        •   Automotive Service Purchased by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers

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        •   Automotive Retail Stores Shopped by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
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        •   Number of Women Doing At-Home Beauty Care (in thousands)

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        •   Women Doing At-Home Beauty Care vs. All Women by Age Group

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        •   Demographic Profile, Women Doing At-Home Beauty Care vs. All Women

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        •   Educational Attainment and Occupational Patterns, Women Doing At-Home Beauty Care vs. All Women

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        •   Economic Profile, Women Doing At-Home Beauty Care vs. All Women

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        •   Use of Beauty-Care Products, Women Doing At-Home Beauty Care vs. All Women

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        •   Hair Coloring Products Used by At-Home Hair Colorists by Type, Brand and Frequency of Use

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        •   Hair Conditioning Products Used at Home by Type and Frequency of Use, At-Home Hair Colorists vs. All Women
        •   Most Popular Hair Conditioner Brands, At-Home Colorists vs. All Women
        •   Use of Hair Spray by Type and Frequency of Use, At-Home Hair Colorists vs. All Women
        •   Most Popular Hair Spray Brands, At-Home Colorists vs. All Women
        •   Use of Hair Styling Creams, Gels and Lotions, At-Home Hair Colorists vs. All Women
        •   Most Popular Hair Styling Brands, At-Home Colorists vs. All Women
        •   Use of Home Permanents and Relaxers, At-Home Hair Colorists vs. All Women

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        •   Economic Outlook of Women Doing At-Home Beauty Care vs. All Women

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        •   Attitudes toward Personal Finance, Women Doing At-Home Beauty Care vs. All Women

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        •   Attitudes toward Shopping, Women Doing At-Home Beauty Care vs. All Women
        •   Shopping Patterns, Women Doing At-Home Beauty Care vs. All Women

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        •   Percent Buying Merchandise from Catalogs in Last 12 Months, Women Doing At-Home Beauty Care vs. All Women
        •   Percent Placing Mail/Phone/Internet Orders in Last 12 Months, Women Doing At-Home Beauty Care vs. All Women

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        •   Attitudes toward Fashion, Women Doing At-Home Beauty Care vs. All Women

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        •   Attitudes toward Eating, Women Doing At-Home Beauty Care vs. All Women
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