Abstract
As the worst economic downturn in living memory stretches relentlessly into
2009, American consumers in every walk of life are searching for new ways to
cope with their diminished financial circumstances and to empower themselves
by taking more control of their lives in uncertain times. One increasingly
popular survival strategy adopted by more and more American consumers is to
take on routine chores and tackle major projects themselves rather than paying
others to do them.
This completely new Packaged Facts report takes an in-depth look at the
exploding population of do-it-yourselfers (DIYers) in remarkably diverse
sectors of the economy, including home improvement, food gardening, financial
services, automotive and beauty care. By drilling down into Experian Simmons
National Consumer Study (NCS) data, the report highlights what makes DIY
consumers tick and shows how they differ from their do-it-for me (DIFM)
counterparts. The report reveals how the DIY movement is taking hold
throughout the American economy, creating both challenges and opportunities
for marketers in a wide range of industries.
The report begins with an assessment of the trends shaping the DIY consumer
movement and an evaluation of the opportunities created by the shift toward
self-sufficiency on the part of American consumers. The next chapter provides
an overview of the demographics of DIY consumers and an analysis of the size
and projected growth of the DIY consumer population. The report continues with
separate chapters on DIYers in five major areas: home improvement, food
gardening, financial services, automotive and at-home beauty care. Each
chapter includes a demographic profile of DIYers, highlights key DIY consumer
attitudes, analyzes DIY consumer shopping behavior and assesses the importance
of DIY consumers to marketers in each area.
About the Author
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts
reports analyzing demographic trends and marketing strategies in key consumer
segments. Topics have ranged from kids to mature consumers to multicultural
groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have
co- authored several Financial Times Business Reports on strategic business
issues and have provided market and competitor intelligence studies for
clients in a variety of industries. Dr. Brown has a B.S. from Georgetown
University and a Ph.D. degree from The George Washington University. Ms.
Washton has a B.A from Skidmore College and an M.A. from the State University
of New York.
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