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DIY in a Down Economy - US - February 2009

This report examines both the broader home improvement market and the narrowly defined DIY-only market, which excludes services and sales to professions. It focuses on how the home improvement market has been changing with the collapse of the housing market and the broader recessionary environment. Analysis of how retailers and suppliers are responding to this dramatic shift in the economy includes the rapidly growing “green” DIY market. It offers exclusive, up-to-date consumer research on DIY activity and notably probes:

  • Consumers’ overall DIY activity, including the type of projects being undertaken and products being purchased
  • Which retailers DIYers use, who they work with on projects and where they gather information
  • Barriers to undertaking DIY activity and what factors consumers claim would increase their DIY activity
  • Attitudes related to the economic downturn, including how it has affected resources and time available for DIY activity
  • Purchasing of and attitudes towards a range of green products and services

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations
                • Terms
                • Executive Summary

                  • Sales drop in 2007 and 2008 as recession hits, but are relatively more resilient than other consumer markets
                    • In stark economic climate, other goods compete for household’s dollar
                      • Paint outperforms other segments from 2006-08; green products strong in many segments
                        • Home centers/lumberyards see sales fall as smaller retailers and discount stores respond more nimbly to downturn
                          • Sales from leading companies show how challenging 2008 was
                            • Brand qualities focus on value, savings and service
                              • Innovations include expanded green selections, new marketing efforts and use of computer technology
                                • Marketing and ads reach out to consumers on a tighter budget
                                  • Home ownership is underlying driver and housing market collapse has been major drag on market
                                    • Broad-based “green” movement, regulations and interest in resource-saving products drive demand for “green” DIY products
                                      • Demographic drivers: appealing to Baby Boomers and young multi-ethnics
                                        • Overall DIY activity widespread, with paint being a common denominator
                                          • Men are dominant DIYers, but spouses often work together
                                            • Home centers dominate, but diverse channels used for smaller projects
                                              • Differing levels of DIY activity
                                                • Economy has mixed impact on DIY activity
                                                  • Strong interest in a range of “green” products, though many have concerns about cost and effectiveness
                                                    • Friends, DIY programs and the internet top information sources
                                                      • Factors holding back DIY activity
                                                        • Asians and Hispanics warrant focus
                                                        • Insights and Opportunities

                                                          • Promoting “Staycations” to focus consumers on enjoying their homes & gardens in tough economic times
                                                            • Eco-friendly and money-saving products are here to stay, with LEDs next on the horizon as breakthrough product
                                                              • In the short term, focus on repair and maintenance, small projects and low prices
                                                                • In the long term, sales to aging Boomers will be vital and outreach to seniors can start now
                                                                  • Offering products and promoting home improvements to facilitate long-term independent living
                                                                    • A focus on in-store marketing, customer service and “Do It For Me” offerings
                                                                      • Cultivating a relationship with senior populations
                                                                        • Most active future DIYers will be young and multi-ethnic
                                                                        • Inspire Insights

                                                                            • The Ultimate Reboot
                                                                              • Far off trends
                                                                                • But maybe not as far off in the home channel
                                                                                  • Horizontal Communities
                                                                                    • What’s it about?
                                                                                      • What does it mean for the DIY industry?
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Macroeconomic factors lead to slower growth through 2013, although the home remains important investment
                                                                                            • In broader home channel market, growth falls in 2007 and 2008 with recessionary economy and falling housing market
                                                                                              • Figure 1: Total U.S. sales and forecast of broader home channel market at current prices, 2003-13
                                                                                              • Figure 2: Total U.S. sales and forecast of broader home channel market at inflation-adjusted prices, 2003-13
                                                                                            • DIY-only market shows uneven growth in 2002-06; slowdown in 2007-08; should bounce back nicely after 2009
                                                                                              • Figure 3: Total U.S. sales and forecast of DIY market at current prices, 2003-13
                                                                                              • Figure 4: Total U.S. sales and forecast of DIY market at inflation adjusted prices, 2003-13
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Expenditures on housing fall in 2008
                                                                                                • Figure 5: Distribution of household expenditures by consumer unit, 2003-08
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Green products have been strong sellers across diverse segments
                                                                                                    • Figure 6: U.S. sales of DIY market, segmented by type, 2006 and 2008
                                                                                                • Segment Performance—Paints, Wallpapering and Related Tools and Supplies

                                                                                                  • Key points
                                                                                                    • Segment shows growth, as painting remains most popular DIY activity
                                                                                                      • Co-branding, low-VOC paints and kits
                                                                                                        • Figure 7: U.S. sales and forecast of paints, wallpaper and supplies, at current prices 2003-13
                                                                                                        • Figure 8: U.S. sales and forecast of paints, wallpaper and supplies, at inflation-adjusted prices 2003-13
                                                                                                    • Segment Performance—Flooring

                                                                                                      • Key points
                                                                                                        • Trend towards hard-surface flooring and eco-friendly options
                                                                                                          • Figure 9: U.S. sales and forecast of flooring, at current prices 2003-13
                                                                                                          • Figure 10: U.S. sales and forecast of flooring, at inflation-adjusted prices 2003-13
                                                                                                      • Segment Performance—Electrical Supplies, HVAC

                                                                                                        • Key points
                                                                                                          • 2007 and 2008 a washout, as sales in this segment follow home sales
                                                                                                            • Figure 11: U.S. sales and forecast of electrical supplies, heating and cooling equipment, at current pprices 2003-13
                                                                                                            • Figure 12: U.S. sales and forecast of electrical supplies, heating and cooling equipment, at inflation adjuted prices 2003-13
                                                                                                        • Segment Performance—Plumbing

                                                                                                          • Key points
                                                                                                            • Segment sales drop, although plumbing remains important to basic repair and maintenance
                                                                                                              • Figure 13: U.S. sales and forecast of plumbing supplies and equipment, at current pprices 2003-13
                                                                                                              • Figure 14: U.S. sales and forecast of plumbing supplies and equipment, at inflation adjuted prices 2003-13
                                                                                                          • Segment Performance—Other DIY Products

                                                                                                            • Key points
                                                                                                              • Fairly strong overall sales for review period
                                                                                                                • Trends in outdoor living, building materials and tools
                                                                                                                  • Outdoor living products
                                                                                                                    • Building materials and lumber
                                                                                                                      • Tools
                                                                                                                        • Figure 15: U.S. sales and forecast of other DIY supplies, at current prices 2003-13
                                                                                                                        • Figure 16: U.S. sales and forecast of other DIY supplies, at inflation-adusted prices 2003-13
                                                                                                                    • Retail Channels

                                                                                                                      • Key points
                                                                                                                        • Home centers remain the dominant retail channel, but suffer in 2007-08
                                                                                                                          • Specialty retailers show variable sales, while hardware stores post increases
                                                                                                                            • Department stores see sales fall as general merchandisers carve out growing share
                                                                                                                              • Figure 17: U.S. sales of home channel sales, by retail channel, 2006 and 2008
                                                                                                                          • Retail Channels—Home Centers and Lumberyards

                                                                                                                            • Key points
                                                                                                                              • Facing sales declines, home centers slow expansion and highlight low prices and service
                                                                                                                                • Lumberyards suffer as majority of sales closely tied to construction market
                                                                                                                                  • Figure 18: U.S. home channel sales at home centers and lumberyards, at current prices, 2003-08
                                                                                                                                  • Figure 19: U.S. home channel sales at home centers and lumberyards, at inflation-adjusted prices, 2003-08
                                                                                                                              • Retail Channels—Floor Covering Stores

                                                                                                                                • Key points
                                                                                                                                  • Figure 20: U.S. home channel sales at floor covering stores, at current prices, 2003-08
                                                                                                                                  • Figure 21: U.S. home channel sales at floor covering stores, at inflation-adjusted prices, 2003-08
                                                                                                                              • Retail Channels—Hardware Stores

                                                                                                                                • Key points
                                                                                                                                    • Figure 22: U.S. home channel sales at hardware stores, at current prices, 2003-08
                                                                                                                                    • Figure 23: U.S. home channel sales at hardware stores, at inflation adjusted prices, 2003-08
                                                                                                                                • Retail Channels—Wall Covering and Paint Stores

                                                                                                                                  • Key points
                                                                                                                                    • Figure 24: U.S. home channel sales at wall-covering and paint, at current prices, 2003-08
                                                                                                                                    • Figure 25: U.S. home channel sales at wall-covering and paint, at inflation-adjusted prices, 2003-08
                                                                                                                                • Retail Channels—Lawn and Garden Equipment and Supplies

                                                                                                                                  • Key points
                                                                                                                                    • Figure 26: U.S. home channel sales at lawn and graden equipment and supplies, at current prices, 2003-08
                                                                                                                                    • Figure 27: U.S. home channel sales at lawn and graden equipment and supplies, at inflation-adjusted prices, 2003-08
                                                                                                                                • Retail Channels—Department Stores, Mass Merchandisers

                                                                                                                                  • Key points
                                                                                                                                    • Figure 28: U.S. home channel sales at department stores and mass merchandisers, at current prices, 2003-08
                                                                                                                                    • Figure 29: U.S. home channel sales at department stores and mass merchandisers, at inflation-adjusted prices, 2003-08
                                                                                                                                • Retail Channels—General Merchandise Stores

                                                                                                                                  • Key points
                                                                                                                                    • Figure 30: U.S. home channel sales at other general merchandise stores, at current prices, 2003-08
                                                                                                                                    • Figure 31: U.S. home channel sales at other general merchandise stores, at inflation-adjusted prices, 2003-08
                                                                                                                                • Market Drivers

                                                                                                                                  • Key points
                                                                                                                                    • DIY activity closely tied to home ownership and the housing market
                                                                                                                                      • Home ownership is important driver of DIY activity
                                                                                                                                        • Figure 32: Undertook home improvement in the past 12 months, by home ownership, April 2007-June 2008
                                                                                                                                      • New and existing home sales fall for third consecutive year
                                                                                                                                        • Figure 33: Sales of new and existing homes, 2003-08
                                                                                                                                      • Maintenance, repair and improvements expenditures also in decline
                                                                                                                                        • Figure 34: Believes home improvement is best long-term investment, November 2008
                                                                                                                                        • Figure 35: Expenditures for residential repairs and maintenance, and improvements, 2003-07
                                                                                                                                      • Environmental movement, energy conservation and legislation drive demand in green products
                                                                                                                                        • Broader green living trends fuel environmentally-friendly products and practices
                                                                                                                                          • Figure 36: Degree of concern relative to enviroment, October 2008
                                                                                                                                          • Figure 37: Belief that shopping habits make a difference in the world, and other attitudes, October 2008
                                                                                                                                        • Interest in cost-saving, energy efficiency complements eco-friendly appeal of green products
                                                                                                                                          • Figure 38: Made home improvement to reduce energy and/or water bill, November 2008
                                                                                                                                        • Expanded “green” building, DIY programming and product offerings
                                                                                                                                          • The expansion of demand for “green homes”
                                                                                                                                            • The expansion of DIY programs and websites focused on “green” living and “green” homes
                                                                                                                                              • The expansion of “green” departments and product offerings in DIY stores
                                                                                                                                                • Legislation and regulation also shapes demand for green products
                                                                                                                                                  • Demographic drivers
                                                                                                                                                    • Baby Boomers and young, multi-ethnic DIYers
                                                                                                                                                      • Figure 39: Population aged 18 or older, 2003-13
                                                                                                                                                    • Long-term growth will hinge on younger, multi-ethnic population
                                                                                                                                                      • Figure 40: Population by race and Hispanic origin, 2003-13
                                                                                                                                                  • Leading Companies

                                                                                                                                                    • Key points
                                                                                                                                                      • 2008 was a challenging year for Home Depot
                                                                                                                                                        • Lowe’s has curtailed expansion and seen comp store sales fall
                                                                                                                                                          • Wal-Mart maintained strong DIY presence and increased sales
                                                                                                                                                            • Sears continues to post losses and see market share slide
                                                                                                                                                              • Some of the largest retailers lose market share in 2007-08
                                                                                                                                                                • Figure 41: Sales of leading DIY companies, 2007 & 2008
                                                                                                                                                                • Figure 42: Specific home improvement retailers shopped in previous 3 months, April 2007-June 2008
                                                                                                                                                                • Figure 43: Specific home improvement retailers shopped in previous 3 months, April 2007-June 2008
                                                                                                                                                                • Figure 44: Specific home improvement retailers shopped in previous 3 months, April 2007-June 2008
                                                                                                                                                            • Brand Qualities

                                                                                                                                                              • Key points
                                                                                                                                                                • Home Depot—a “back to basics” brand with a new emphasis on “green”
                                                                                                                                                                  • Lowe’s—a more female-friendly store with trusted brands
                                                                                                                                                                    • Menards—an eclectic, value-oriented “catch all” store, rooted in Midwestern tradition
                                                                                                                                                                      • Wal-Mart—the “Low Prices-Always” brand gives company leverage with value-oriented DIYers
                                                                                                                                                                        • Sears—seeks to maximize leverage of Craftsman and service
                                                                                                                                                                          • Hardware co-operatives emphasize value, showcase private labels and highlight personal customer service
                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Retailers develop and promote green options
                                                                                                                                                                                • Home Depot’s Eco-options line and innovative online marketing
                                                                                                                                                                                  • Hardware stores introduce new green product lines
                                                                                                                                                                                    • Home centers take on varied new strategies to develop sales
                                                                                                                                                                                      • Home Depot—innovative programs to draw value-oriented shoppers and improve customer service
                                                                                                                                                                                        • Lowe’s—exploring new service possibilities and deepening relationships with customers
                                                                                                                                                                                          • Menards—an innovative program to sell to builders while bringing consumers onto the doorstep of new stores
                                                                                                                                                                                            • Hardware cooperatives: reward programs, in-store franchises and impulse buys
                                                                                                                                                                                              • Loyalty programs help with member retention and bring focused marketing
                                                                                                                                                                                                • Integrating small franchises into hardware stores
                                                                                                                                                                                                  • Impulse buys and “As Seen on TV” products
                                                                                                                                                                                                    • Integration of computer technology into key departments: paint and tools
                                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Broad advertising activity
                                                                                                                                                                                                          • Largest DIY retailers advertise aggressively, target women and minorities, and expand use of the internet
                                                                                                                                                                                                              • Figure 45: Media expenditures, largest home improvement retailers, 2007
                                                                                                                                                                                                            • “Green” product lines as well as “Money-saving” and “DIY on a budget” are major trends seen in 2008
                                                                                                                                                                                                              • Smaller retailers emphasize value—together with neighborhood appeal and friendly service
                                                                                                                                                                                                                • Figure 46: Television ad – Ace Hardware, 2008
                                                                                                                                                                                                              • Advertising campaigns of the largest DIY retailers
                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Home Depot
                                                                                                                                                                                                                    • Emphasis on saving money and outreach to new DIYers, families and multi-ethnic women
                                                                                                                                                                                                                      • Figure 47: Television ad – Home Depot, 2008
                                                                                                                                                                                                                    • Other activities: sponsorships of DIY shows, sports teams and charities
                                                                                                                                                                                                                      • Lowe’s
                                                                                                                                                                                                                        • Lowe’s reaches out to DIYers working on a tight budget
                                                                                                                                                                                                                          • Figure 48: Television ad – Lowe’s, 2008
                                                                                                                                                                                                                        • Other activities: sponsorships and charitable outreach
                                                                                                                                                                                                                          • Menards
                                                                                                                                                                                                                            • Menards highlights holiday gifts, discounted products and zero payment credit cards
                                                                                                                                                                                                                              • Figure 49: Television ad – Menards, 2008
                                                                                                                                                                                                                            • Sears
                                                                                                                                                                                                                              • Sears emphasizes tool offerings and sales
                                                                                                                                                                                                                                • Figure 50: Television ad – Sears, 2008
                                                                                                                                                                                                                              • Other promotional activity includes DIY shows, sports sponsorships, loyalty clubs
                                                                                                                                                                                                                              • Engagement in Home Improvement and Products Purchased

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Undertook home improvement in the past 12 months
                                                                                                                                                                                                                                    • Home improvement highest among 45-64s
                                                                                                                                                                                                                                      • Figure 51: Undertook home improvement in the past 12 months by age, April 2007-June 2008
                                                                                                                                                                                                                                    • Home improvement activity increases with income
                                                                                                                                                                                                                                      • Figure 52: Undertook home improvement in the past 12 months by income, April 2007-June 2008
                                                                                                                                                                                                                                    • Married respondents more likely to undertake home improvement
                                                                                                                                                                                                                                      • Figure 53: Undertook home improvement in the past 12 months by marital status, April 2007-June 2008
                                                                                                                                                                                                                                    • Types of products purchased in the past 12 months
                                                                                                                                                                                                                                        • Figure 54: Types of home improvements products purchased, by household income, April 2007-June 2008
                                                                                                                                                                                                                                    • Who Undertook Home Improvement Projects

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Men are twice as likely as women to do DIY projects
                                                                                                                                                                                                                                          • Figure 55: Who is typically involved in DIY projects, by gender, November 2008
                                                                                                                                                                                                                                        • DIY activity often shared with friends, spouse and other family members
                                                                                                                                                                                                                                          • Figure 56: Who is typically involved in DIY projects, by age, November 2008
                                                                                                                                                                                                                                        • Those with HH income $50K+ tend to work with spouse, hire professional
                                                                                                                                                                                                                                          • Figure 57: Who is typically involved in DIY projects, by income, November 2008
                                                                                                                                                                                                                                      • Retailers Used for DIY Purchases

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Home centers dominant channel for DIY spending
                                                                                                                                                                                                                                            • Figure 58: Where did all or most DIY spending in the past 12 months, by gender, November 2008
                                                                                                                                                                                                                                          • DIYers still spend “some” money at a range of retailers
                                                                                                                                                                                                                                            • Figure 59: Where did some DIY spending in the past 12 months, by gender, November 2008
                                                                                                                                                                                                                                          • Home centers’ popularity peaks among Baby Boomers
                                                                                                                                                                                                                                            • Figure 60: Where did all or most DIY spending in the past 12 months, by age, November 2008
                                                                                                                                                                                                                                          • Upper income households most likely to turn to home centers; lower income to mass merchandisers
                                                                                                                                                                                                                                            • Figure 61: Where did all or most DIY spending in the past 12 months, by income, November 2008
                                                                                                                                                                                                                                          • Shoppers most likely to have used Home Depot and Lowe’s in past three months
                                                                                                                                                                                                                                            • Figure 62: Specific home improvement retailers shopped in previous 3 months, April 2007-June 2008
                                                                                                                                                                                                                                        • Number and Type of DIY Projects

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Men continue to do more DIY projects, though females engaged in many projects
                                                                                                                                                                                                                                              • Figure 63: Number of DIY projects undertaken, by gender, November 2008
                                                                                                                                                                                                                                            • Painting, lighting and flooring are most popular DIY projects
                                                                                                                                                                                                                                              • Figure 64: Type of DIY projects undertaken, by gender, November 2008
                                                                                                                                                                                                                                            • Young DIYers undertake the most projects
                                                                                                                                                                                                                                              • Figure 65: Number of DIY projects undertaken, by age, November 2008
                                                                                                                                                                                                                                            • Younger DIYers more likely to undertake larger renovation and remodeling projects themselves
                                                                                                                                                                                                                                              • Figure 66: Type of DIY projects undertaken, by age, November 2008
                                                                                                                                                                                                                                            • DIY activity increases with income
                                                                                                                                                                                                                                              • Figure 67: Number of DIY projects undertaken, by income, November 2008
                                                                                                                                                                                                                                              • Figure 68: Type of DIY projects undertaken, by income, November 2008
                                                                                                                                                                                                                                          • Attitudes towards DIY Projects Related to Resources and the Economy

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Economy has mixed impact on DIY activity
                                                                                                                                                                                                                                                • Figure 69: Attitudes related to economy and resources, by gender, November 2008
                                                                                                                                                                                                                                              • Lacking resources is greater barrier for younger DIYers
                                                                                                                                                                                                                                                • Figure 70: Attitudes related to economy and resources, by age, November 2008
                                                                                                                                                                                                                                              • Consumers of all income levels cite budgetary concerns, show interest in energy-saving products
                                                                                                                                                                                                                                                • Figure 71: Attitudes related to economy and resources, by age, November 2008
                                                                                                                                                                                                                                            • Interest in Green and Energy Saving Products

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Broader interest in and attitudes towards “Green” products
                                                                                                                                                                                                                                                  • Nine in 10 consumers buy green products at least sometimes
                                                                                                                                                                                                                                                    • Figure 72: Buy “green” products at least sometimes, October 2008
                                                                                                                                                                                                                                                  • Questions and reservations about green products are widespread
                                                                                                                                                                                                                                                    • Figure 73: Attitudes towards green products, by age, October 2008
                                                                                                                                                                                                                                                  • Types of green products purchased in the past 12 months
                                                                                                                                                                                                                                                    • Figure 74: Purchase of “green” and energy-saving products in the past 12 months, by gender, November 2008
                                                                                                                                                                                                                                                  • 25-44s show strongest interest in green appliances and building materials
                                                                                                                                                                                                                                                    • Figure 75: Purchase of green or energy saving products in the past 12 months, by age, November 2008
                                                                                                                                                                                                                                                  • Upper income DIYers buy greatest number and range of green products
                                                                                                                                                                                                                                                    • Figure 76: Purchase of green or energy saving products in the past 12 months, by income, November 2008
                                                                                                                                                                                                                                                  • Interest in solar panels
                                                                                                                                                                                                                                                    • Figure 77: Interest in putting solar panels on roof, October 2008
                                                                                                                                                                                                                                                  • Consideration of “Green” factors when purchasing home improvement products
                                                                                                                                                                                                                                                    • Minority of consumers purchase green paint/varnish or home supplies
                                                                                                                                                                                                                                                      • Figure 78: Green factors considered in last purchase of DIY products, by gender, October 2008
                                                                                                                                                                                                                                                    • 18-34s more likely to purchase green paint/varnish and other home supplies
                                                                                                                                                                                                                                                      • Figure 79: Green factors considered in last purchase of DIY products, by age, October 2008
                                                                                                                                                                                                                                                    • Upper income households buy more green paint/varnish
                                                                                                                                                                                                                                                      • Figure 80: Green factors considered in last purchase of DIY products, by household income, October 2008
                                                                                                                                                                                                                                                    • Those with children show strong interest in green paint/varnish
                                                                                                                                                                                                                                                      • Figure 81: Green factors considered in last purchase of DIY products, by presence of children, October 2008
                                                                                                                                                                                                                                                    • Consideration of “Green” factors when hiring a contractor
                                                                                                                                                                                                                                                      • Strong interest in “green” contractors if they are available in the future
                                                                                                                                                                                                                                                        • Figure 82: Considers “green-ness” of contractors for home repair/improvement, by gender, October 2008
                                                                                                                                                                                                                                                      • Younger consumers most likely to currently use “green” contractors
                                                                                                                                                                                                                                                        • Figure 83: Considers “green-ness” of contractors for home repair/improvement, by age, October 2008
                                                                                                                                                                                                                                                      • Wealthier consumers most likely to currently use “green” contractors
                                                                                                                                                                                                                                                        • Figure 84: Considers “green-ness” of contractors for home repair/improvement, by age, October 2008
                                                                                                                                                                                                                                                      • Those with children use more “green” contractors
                                                                                                                                                                                                                                                        • Figure 85: Considers “green-ness” of contractors for home repair/improvement, by children in household, October 2008
                                                                                                                                                                                                                                                    • Attitudes and Motivations—Where DIYers Seek Help and Information

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Consumers get information from a variety of sources, especially TV shows and the internet
                                                                                                                                                                                                                                                            • Figure 86: Source of information for DIY projects, by age, November 2008
                                                                                                                                                                                                                                                          • Younger consumers favor friends and the internet; older consumers turn to the store
                                                                                                                                                                                                                                                              • Figure 87: Source of information for DIY projects, by age, November 2008
                                                                                                                                                                                                                                                            • Those with HH income of $75K-99.9K+ look to greatest range of information sources
                                                                                                                                                                                                                                                              • Figure 88: Source of information for DIY projects, by income, November 2008
                                                                                                                                                                                                                                                            • In-store project planning most popular with 25-34s and with those with HH income of $75K-99.9K
                                                                                                                                                                                                                                                              • Figure 89: Use of project planning services, November 2008
                                                                                                                                                                                                                                                          • Attitudes and Motivations—Those Who Don’t Undertake DIY Projects

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Barriers to having done DIY work in the past year
                                                                                                                                                                                                                                                                • Women leave work to their spouses and worry they don’t have physical strength for projects
                                                                                                                                                                                                                                                                  • Figure 90: Reasons for not undertaking a project, by gender, November 2008
                                                                                                                                                                                                                                                                • Younger respondents would like to do more; over-65s doubt physical strength and seek pro help
                                                                                                                                                                                                                                                                  • Figure 91: Reasons for not undertaking a project, by age, November 2008
                                                                                                                                                                                                                                                                • Upper income households hire more pros
                                                                                                                                                                                                                                                                  • Figure 92: Reasons for not undertaking a project, by income, January 2008
                                                                                                                                                                                                                                                                • Factors that would motivate more DIY activity
                                                                                                                                                                                                                                                                  • Figure 93: Things that would motivate taking on a DIY project, November 2008
                                                                                                                                                                                                                                                                • Women more likely to cite money as barrier; men skills and knowledge
                                                                                                                                                                                                                                                                  • Figure 94: Things that would motivate taking on a DIY project, by gender, November 2008
                                                                                                                                                                                                                                                              • Race and Ethnicity

                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                  • Asians undertake more home improvement than other non-white ethnicities
                                                                                                                                                                                                                                                                    • Figure 95: Undertook home improvement in the past 12 months by race/ethnicity, April 2007-June 2008
                                                                                                                                                                                                                                                                  • Types of home improvement purchases made in the past 12 months
                                                                                                                                                                                                                                                                    • Figure 96: Types of home improvements products purchased, by race/ethnicity, April 2007-June 2008
                                                                                                                                                                                                                                                                  • Hispanics show strong DIY Interest
                                                                                                                                                                                                                                                                    • Figure 97: Number of DIY projects undertaken, by race/ethnicity, November 2008
                                                                                                                                                                                                                                                                  • Hispanics undertake greater range of projects
                                                                                                                                                                                                                                                                    • Figure 98: Type of DIY projects undertaken, by race/ethnicity, November 2008
                                                                                                                                                                                                                                                                  • Involvement of spouse, friends varies with ethnicity
                                                                                                                                                                                                                                                                    • Figure 99: Who is typically involved in DIY projects, by race/ethnicity, November 2008
                                                                                                                                                                                                                                                                  • Economic issues have had greater effect on DIY activity of Hispanics
                                                                                                                                                                                                                                                                      • Figure 100: Attitudes related to economy and resources, by ethnicity, November 2008
                                                                                                                                                                                                                                                                    • Asians most likely to have sought out green paints/varnishes and other supplies
                                                                                                                                                                                                                                                                      • Figure 101: Green factors considered in last purchase of DIY products, by race/ethnicity, October 2008
                                                                                                                                                                                                                                                                    • Asians show highest interest in “green” contractors
                                                                                                                                                                                                                                                                      • Figure 102: Considers “green-ness” of contractors for home repair/improvement, by race/ethnicity, October 2008
                                                                                                                                                                                                                                                                    • Asians show high interest in solar panels
                                                                                                                                                                                                                                                                      • Figure 103: Interest in putting solar panels on roof, by race/ethnicity, October 2008
                                                                                                                                                                                                                                                                    • Hispanics are most likely to have purchased a range of “green” DIY products
                                                                                                                                                                                                                                                                      • Figure 104: Purchase of green or energy saving products in the past 12 months, by race/ethnicity, November 2008
                                                                                                                                                                                                                                                                    • Asians show negative attitudes relative to the cost of green products
                                                                                                                                                                                                                                                                      • Figure 105: Attitudes towards green products, by race/ethnicity, October 2008
                                                                                                                                                                                                                                                                    • Asians strongly favor online sources of information
                                                                                                                                                                                                                                                                      • Figure 106: Source of information for DIY projects, by race/ethnicity, November 2008
                                                                                                                                                                                                                                                                      • Figure 107: Used project planning services, by ethnicity, November 2008
                                                                                                                                                                                                                                                                    • Asians most likely to turn to professionals
                                                                                                                                                                                                                                                                      • Figure 108: Reasons for not undertaking a project, by race/ethnicity, November 2008
                                                                                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                                                                                      • Big Timers
                                                                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                                                            • Ripe With Potential
                                                                                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                                                  • Small Timers—Disengaged
                                                                                                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                                                                                          • Figure 109: DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 110: How many do-it-yourself (DIY) projects have you, yourself, done in the past 12 months?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 111: Which of the following types of DIY projects have you done in the past 12 months?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 112: Which, if any, of the following are true for DIY work on your home in the past year?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 113: Which of the following products have you purchased in the past 12 months?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 114: When you do DIY home improvement projects, who is typically involved?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 115: Which of the following do you use to get information on how to do various DIY home improvement projects?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 116: Where did you spend money on DIY products in the past year? (all or most), by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                          • Figure 117: Do you rent or own your current home?, by DIY clusters, November 2008
                                                                                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                                                                                          • Figure 118: DIY clusters, by gender, November 2008
                                                                                                                                                                                                                                                                                          • Figure 119: DIY clusters, by age group, November 2008
                                                                                                                                                                                                                                                                                          • Figure 120: DIY clusters, by income group, November 2008
                                                                                                                                                                                                                                                                                          • Figure 121: DIY clusters, by race, November 2008
                                                                                                                                                                                                                                                                                          • Figure 122: DIY clusters, by Hispanic origin, November 2008
                                                                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                          • Abbey Carpet Company Inc.
                                                                                                                                                                                                                                                                                          • Ace Hardware U.S.
                                                                                                                                                                                                                                                                                          • American Association of Retired Persons (AARP)
                                                                                                                                                                                                                                                                                          • American Hardware Manufacturers Association
                                                                                                                                                                                                                                                                                          • Bass Pro Shops, Inc
                                                                                                                                                                                                                                                                                          • CCA Global Partners
                                                                                                                                                                                                                                                                                          • Cost Plus, Inc
                                                                                                                                                                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                          • Discovery Channel
                                                                                                                                                                                                                                                                                          • Do It Best Corp
                                                                                                                                                                                                                                                                                          • Forest Stewardship Council
                                                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                                                          • Home & Garden Television
                                                                                                                                                                                                                                                                                          • Home Depot (USA)
                                                                                                                                                                                                                                                                                          • Home Furnishings News (HFN)
                                                                                                                                                                                                                                                                                          • Home Improvement Research Institute
                                                                                                                                                                                                                                                                                          • Kmart Corporation
                                                                                                                                                                                                                                                                                          • Lowe Worldwide
                                                                                                                                                                                                                                                                                          • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                                                                          • Menard, Inc
                                                                                                                                                                                                                                                                                          • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                                                                          • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                                                          • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                                                          • National Association of the Remodeling Industry (NARI)
                                                                                                                                                                                                                                                                                          • National Football League Inc.
                                                                                                                                                                                                                                                                                          • National Retail Hardware Association and Home Center Institute
                                                                                                                                                                                                                                                                                          • Nickelodeon Networks
                                                                                                                                                                                                                                                                                          • Polo Ralph Lauren Corporation
                                                                                                                                                                                                                                                                                          • Power Tools Institute (PTI)
                                                                                                                                                                                                                                                                                          • SAM's Club
                                                                                                                                                                                                                                                                                          • Sears Holdings Corporation
                                                                                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                                                                                          • Stock Building Supply Inc.
                                                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                                                          • The Richards Group, Inc.
                                                                                                                                                                                                                                                                                          • True Value Company
                                                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                          • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                                          • U.S. Green Building Council (USGBC)
                                                                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                                                                          • Verizon Wireless (Cellco)
                                                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                          • Walt Disney Company, The

                                                                                                                                                                                                                                                                                          DIY in a Down Economy - US - February 2009

                                                                                                                                                                                                                                                                                          £3,174.67 (Excl.Tax)