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DIY Home Improvement and Maintenance - US - May 2013

“The in-store experience continues to be important for home improvement DIYers, and retailers should be sure to firmly establish their identity as a destination for expert advice. Of particular importance are workshops, helpful and knowledgeable employees, and a seamlessly integrated online presence. Lack of skill shouldn’t be a deterrent for those that want to engage in DIY projects; retailers should provide guidance to build confidence and spark inspiration. Lifestage events also drive DIY activity and retailers must match the particular values and attitudes of a given demographic to the home improvement project most associated with that lifestyle.”

– Ika Erwina, Retail and Technology Analyst

Some questions answered in this report include:

  • How can consumers take advantage of the rebound in the housing market?
  • How can retailers encourage 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?

 

 

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Table of contents

  1. 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

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Ace Hardware Corporation
                                                                                                                                                                                                                            • Ace Hardware International
                                                                                                                                                                                                                            • Amazon North America
                                                                                                                                                                                                                            • American Hardware Manufacturers Association
                                                                                                                                                                                                                            • Home & Garden Television
                                                                                                                                                                                                                            • Home Depot (USA)
                                                                                                                                                                                                                            • Home Improvement Research Institute
                                                                                                                                                                                                                            • Lowe's Companies
                                                                                                                                                                                                                            • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                            • Menard, Inc
                                                                                                                                                                                                                            • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                            • National Retail Hardware Association and Home Center Institute
                                                                                                                                                                                                                            • Nordstrom
                                                                                                                                                                                                                            • Power Tools Institute (PTI)
                                                                                                                                                                                                                            • Sears Holdings Corporation
                                                                                                                                                                                                                            • Sherwin Williams - Paint Stores
                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                            • The Valspar Corporation
                                                                                                                                                                                                                            • Tractor Supply Company
                                                                                                                                                                                                                            • True Value Company
                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                                            DIY Home Improvement and Maintenance - US - May 2013

                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)