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

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.

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