Table of Contents
Chapter 1 - Executive Summary
- Introduction
- Background
- Overview of Report
- Scope of Report
- Methodology
- Trends and Opportunities
- Do-It-Yourself Turns Trendy during the Great Recession
- DIY About More than Just Saving Money in Hard Times
- DIYers Drive Home Improvement Market
- DIY Trend Accelerates
- DIY Trend Creates Winners and Losers
- DIYers Offer Increasing Opportunities
- Overview of the Market
- Millions of DIYers Affect Many Segments of the Economy
- DIYers Have Different Demographic Profiles
- DIYers Wield Substantial Buying Power
- Research Suggests Short-Term Dip but Rosy Long-Term Future for Home
Improvement Market
- Many Factors Support Continuing Growth in Number of DIY Consumers
- DIY Consumer Profile: Home Improvement
- Most Home Improvers Do It Themselves
- DIYers Tend to Be Married with Children
- Extreme DIY Home Improvers Less Affluent
- Bathrooms Most Popular Remodeling Project
- DIYers Responsible for Most Remodeling Projects
- Door Knobs and Lighting Fixtures Lead List of Home Improvement Purchases
- DIFMers More Involved in Roofing and Carpeting Projects
- Moderate DIYers Best Customers for Home Improvement Stores
- DIYers More Confident about Fixing Things
- DIY Shoppers More Price Conscious
- Moderate DIYers Are Serious Shoppers
- Home Improvers Like to Buy from Catalogs and Online
- Incentive Offers Capture Attention of DIY Home Improvers
- DIY Consumer Profile: Food Gardeners
- Millions of Americans Turn to Food Gardening
- Food Gardening Attracts Boomers
- Food Gardeners Tend to Be Affluent Homeowners
- Food Gardening Displays Distinct Regional Patterns
- Food Gardeners Expect to Be Worse Off in 12 Months
- Clothes Viewed with Practical Eye
- Food Gardeners Like to Cook
- High Priority Placed on Environmentally Friendly Products
- Food Gardeners Look to Catalogs
- DIY Consumer Profile: Financial Services
- Many Taxpayers Are DIYers
- Most DIYers Use Computers to Prepare Tax Returns
- Financial DIYers Younger
- Women More Likely to Use Computer to Do Taxes
- Education Divides DIYers from DIFMers
- DIYers Using Tax Software Have High Incomes
- DIYers Less Materialistic
- DIFMers More Interested in Financial Services
- Use of Internet Varies Widely
- Users of Tax Software More Likely to Borrow
- DIY Consumer Profile: Automotive
- More than One in Three Motorists Change Own Motor Oil
- Automotive DIY Segment Younger
- Many Differences Between DIY and DIFM Automotive Segments
- DIYers Changing Own Oil Better at Fixing Things
- DIYers More Interested in What' s Under the Hood
- DIYers Favor U.S. Pickups and SUVs
- DIYers More Likely to Buy Car in Near Future
- DIYers Like Automotive Magazines
- AutoZone Top Choice for DIYers
- DIYers Buy More Tires
- DIY Consumer Profile: At-Home Beauty Care
- Millions of Women Use At-Home Beauty Products
- Boomers More Likely to Color Hair At Home
- Home Beauty Care Attracts Multicultural Women
- Household Incomes Differ
- At-Home Hair Colorists Use More Beauty-Care Products of All Kinds
- At-Home Hair Colorists More Likely to Use Wide Range of Hair- Care
Products
- Women Using Hair Coloring Products More Driven Financially
- Women Using At-Home Beauty-Care Products Shop More
- Women Using Nail Polish More Attuned to Fashion
Chapter 2 - Trends and Opportunities
- Market Trends
- Do-It-Yourself Turns Trendy during the Great Recession
- DIY About More than Just Saving Money in Hard Times
- Table 2-1: Economic Outlook, DIYers vs. DIFMers by Category
- DIYers Drive Home Improvement Market
- More Americans Start to Grow Their Own Food
- DIY Lawn Care Becomes More Common
- More Consumers Do Own Housecleaning and Mix Own Cleaning Products
- At-Home Beauty Care Gains in Popularity
- DIY Affects Financial Services Industry
- More Drivers Take Care of Own Cars
- Specialized Media Outlets Fuel DIY Movement
- Hardware Chain Ad Campaign Targets DIYers
- Market Opportunities
- DIY Trend Creates Winners and Losers
- DIY Generates More Interest in Learning How-To
- Companies with Innovative Products and Services Find Opportunities by
Hopping on DIY Bandwagon
- DIYers Remain Bulwark of Home Improvement Market
- Table 2-2: Opportunities Related to Shopping and Buying Patterns of DIY
Home Improvers in Home Improvement Stores
- Table 2-3: Opportunities Related to Purchase of Home Improvements by
DIYers by Category of DIYer
- Food Gardeners Offer Increasing Opportunities
- Table 2-4: Selected Opportunities Related to Lawn & Garden Equipment by
Food Gardeners
- DIFMers Bigger Target for Financial Services Industry
- Table 2-5: Selected Opportunities Related to Use of Financial Services
by Taxpayers, DIYers vs. DIFMers
- DIYers Offer Hope for Struggling U.S. Automakers
- Table 2-6: Selected Opportunities Related to DIY Consumers in Automotive
Sector
- At-Home Hair Colorists Important Factor in Beauty Care Industry
- Table 2-7: Selected Opportunities Related to At-Home Beauty Care
Chapter 3 - Overview of the Market
- Demographic Highlights
- Millions of DIYers Affect Many Segments of the Economy
- Table 3-1: Number of DIYers by Category of Activity
- DIYers Cluster in Younger Age Segments
- Table 3-2: Age Groups, DIYers vs. DIFMers by Category
- Gender Differences Seen across DIY Segments
- Table 3-3: Gender, DIYers vs. DIFMers by Category
- DIYers Have Different Demographic Profiles
- Table 3-4: Selected Demographic Characteristics, DIYers vs. DIFMers by
Category
- Size and Growth of the Market
- DIYers Wield Substantial Buying Power
- Table 3-5: Aggregate Household Income of DIYers by Category
- DIFMers Remain Important
- Table 3-6: Aggregate Household Income, DIYers vs. DIFMers
- Research Suggests Short-Term Dip but Rosy Long-Term Future for Home
Improvement Market
- More DIYers Projected to Focus on Adding Space to Their Homes
- Table 3-7: Number of Major Home Improvement Projects by DIY Households
Carried Out in Previous 12 Months vs. Number Planned for Next 12 Months by
Type of Project
- Many Factors Support Continuing Growth in Number of DIY Consumers
- Table 3-8: Number of Women Using At-Home Hair Coloring Products by Race
and Hispanic Origin
- Table 3-9: Projected Growth in Number of Women by Race and Hispanic
Origin, 2010-2015
- Table 3-10: Projected Growth in Number of Women Using At-Home Hair
Coloring Products, 2008-2013
- Figure 3-1: Percent of Taxpayers Using Computer Software by Age Group
- Table 3-11: Projected Growth in Number of Taxpayers Using Computer
Software to Prepare Tax Returns, 2008-2013
- Table 3-12: Projected Growth in Number of Automotive DIYers, 2008-2013
- Table 3-13: Projected Growth in Number of Food Gardeners, 2008-2013
Chapter 4 - DIY Consumer Profile: Home Improvement
- Overview
- Home Improvement DIYers Defined
- Most Home Improvers Do It Themselves
- Table 4-1: Number of Adults Carrying Out Home Improvement Projects in
Last 12 Months, DIYers vs. DIFMers
- Table 4-2: Number of Households Carrying Out Home Improvement Projects
in Last 12 Months, DIYers vs. DIFMers
- Moderate DIY Households Responsible for Largest Share of Home
Improvement Projects
- Table 4-3: Number of Home Improvements/Remodeling Projects Carried Out
in Last 12 Months, DIYers vs. DIFMers
- Most Popular DIY Home Improvement Projects Listed
- Table 4-4: Percent of Home Improvement Projects Carried Out by DIYers
- Demographic Profile
- Women Major Force in DIY Home Improvement Segment
- Table 4-5: Age and Gender of Consumers Engaged in Home Improvement
Activities in Last 12 Months, DIYers vs. DIFMers
- DIFM an Urban Phenomenon
- Table 4-6: Place of Residence of Consumers Engaged in Home Improvement
Activities in Last 12 Months, DIYers vs. DIFMers
- DIYers Tend to Be Married with Children
- Table 4-7: Selected Demographic Characteristics of Consumers Engaged in
Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- Home Improvers More Affluent
- Table 4-8: Economic Profile of Consumers Engaged in Home Improvement
Activities in Last 12 Months, DIYers vs. DIFMers
- DIFMers Have Expensive Houses
- Table 4-9: Homeownership Patterns of Consumers Engaged in Home
Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- Home Improvement Highlights
- Moderate DIYers Most Likely to Have Home Equity Loans
- Table 4-10: Selected Loans by Type of Loan, DIYers vs. DIFMers
- Bathrooms Most Popular Remodeling Project
- Table 4-11: Percent of Home Improvers Carrying Out Remodeling Projects
in Last 12 Months by Type of Project, DIYers vs. DIFMers
- DIYers Responsible for Most Remodeling Projects
- Table 4-12: Remodeling Projects in Last 12 Months by Category of Home
Improver
- Door Knobs and Lighting Fixtures Lead List of Home Improvement Purchases
- Table 4-13: Number of Households Buying Home Improvements in Last 12
Months by Type of Improvement
- DIFMers More Involved in Roofing and Carpeting Projects
- Table 4-14: Home Improvement Items Bought in Last 12 Months, DIYers vs.
DIFMers
- Most Home Improvers Did Interior Painting in Last 12 Months
- Figure 4-1: Percent Painting Interior of House in Last 12 Months, DIYers
vs. DIFMers
- Table 4-15: Brand of Paint Used by Home Improvers Painting Interior of
House in Last 12 Month, DIYers vs. DIFMers
- Exterior Painting Also Common
- Figure 4-2: Percent Painting Exterior of House in Last 12 Months, DIYers
vs. DIFMers
- Moderate DIYers Best Customers for Home Improvement Stores
- Table 4-16: Percent of Consumers Engaged in Home Improvement Activities
Shopping in Home Improvement Stores by Name of Store and Frequency of
Shopping, DIYers vs. DIFMers
- DIFMers Own Tools Too
- Figure 4-3: Percent of Home Improvers Owning Workshop Tools, DIYers vs.
DIFMers
- Figure 4-4: Percent of Home Improvers Renting Workshop Tools, DIYers vs.
DIFMers
- Table 4-17: Workshop Equipment Owned by Type, DIYers vs. DIFMers
- Table 4-18: Workshop Equipment Owned by Brand, DIYers vs. DIFMers
- Personal Profile
- DIYers More Confident about Fixing Things
- Table 4-19: Attitudes toward the Home of Consumers Engaged in Home
Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- DIY Consumers More Ornery
- Table 4-20: Self Concepts of Consumers Engaged in Home Improvement
Activities in Last 12 Months, DIYers vs. DIFMers
- DIYers More Active than DIFMers
- Table 4-21: Leisure Activities of Consumers Engaged in Home Improvement
Activities, DIYers vs. DIFMers
- DIFMers Are Joiners
- Table 4-22: Memberships of Consumers Engaged in Home Improvement
Activities, DIYers vs. DIFMers
- Consumer Profile
- DIFM and DIY Consumers Have Similar Outlook on Economy
- Table 4-23: Economic Outlook of Consumers Engaged in Home Improvement
Activities in Last 12 Months, DIYers vs. DIFMers
- DIFM Consumers Feel More Secure Financially
- Table 4-24: Attitudes toward Personal Finance of Consumers Engaged in
Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- DIY Shoppers More Price Conscious
- Table 4-25: Attitudes toward Shopping of Consumers Engaged in Home
Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- Moderate DIYers Are Serious Shoppers
- Table 4-26: Percent of Consumers Engaged in Home Improvement Activities
Visiting Shopping Malls in Last 4 Weeks, DIYers vs. DIFMers
- Table 4-27: Percent of Consumers Engaged in Home Improvement Activities
Shopping in Home Electronics Stores by Name of Store and Frequency of
Shopping, DIYers vs. DIFMers
- Table 4-28: Percent of Consumers Engaged in Home Improvement Activities
Shopping in Home Furnishing Stores by Name of Store and Frequency of
Shopping, DIYers vs. DIFMers
- Home Improvers Like to Buy from Catalogs and Online
- Figure 4-5: Percent Making a Purchase from a Catalog in Last 12 Months,
DIYers vs. DIFMers
- Table 4-29: Percent Placing Mail, Phone and Internet Orders in Last 12
Months by Type and Size of Order, DIYers vs. DIFMers
- Incentive Offers Capture Attention of DIYers
- Table 4-30: Percent of Consumers Engaged in Home Improvement Activities
Responding to Incentive Offers by Type of Offer, DIYers vs. DIFMers
- Home Improvers Major Buyers of Appliances and Home Furnishings
- Figure 4-6: Percent Buying Major Kitchen Appliance in Last 12 Months,
DIYers vs. DIFMers
- Table 4-31: Household Furnishings Bought in Last 12 Months, DIYers vs.
DIFMers
- Media Usage
- DIYers Use Internet, DIFMers Depend on Newspapers for News
- Table 4-32: Attitudes toward the Media of Consumers Engaged in Home
Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- Table 4-33: Impact of the Internet on Media Usage of Consumers Engaged
in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
- Magazine Preferences Show Cultural Divide between DIY and DIFM Men
- Table 4-34: Magazine Preferences of Men Engaged in Home Improvement
Activities, Extreme DIYers vs. DIFMers
Chapter 5 - DIY Consumer Profile: GIYers
- Overview
- GIYers Defined
- Millions of Americans Turn to Food Gardening
- Table 5-1: Number of GIYers by Individuals and Households
- Demographic Profile of Food Gardeners
- Food Gardening Attracts Boomers
- Table 5-2: Age and Gender, GIYers vs. All Adults
- Non-Hispanic Whites and Republicans Predominate
- Table 5-3: Selected Demographic Characteristics, GIYers vs. All Adults
- GIYers Tend to Be Affluent Homeowners
- Table 5-4: Economic Profile, GIYers vs. All Adults
- Food Gardening Displays Distinct Regional Patterns
- Table 5-5: Place of Residence, GIYers vs. All Adults
- Personal Profile
- GIYers a Happy Group
- Table 5-6: Attitudes toward Life, GIYers vs. All Adults by Gender
- GIYers Think Highly of Themselves
- Table 5-7: Self-Concepts, GIYers vs. All Adults
- Woodworking and Antiquing Also Get Gardeners' Attention
- Table 5-8: Leisure Activities, GIYers vs. All Adults
- GIYers Are Joiners
- Table 5-9: Memberships, GIYers vs. All Adults
- Consumer Profile
- GIYers Expect to Be Worse Off in 12 Months
- Table 5-10: Economic Outlook, GIYers vs. All Adults by Gender
- GIYers Financially Conservative
- Table 5-11: Attitudes toward Personal Finances, GIYers vs. All Adults by
Gender
- Clothes Viewed with Practical Eye
- Table 5-12: Attitudes toward Fashion, GIYers vs. All Adults by Gender
- GIYers Have Sophisticated Palate
- Table 5-13: Attitudes toward Food and Diet, GIYers vs. All Adults by
Gender
- GIYers More Healthy
- Table 5-14: Attitudes toward Health, GIYers vs. All Adults by Gender
- High Priority Placed on Environmentally Friendly Products
- Table 5-15: Attitudes toward Environmentally Friendly Products, GIYers
vs. All Adults by Gender
- GIYers Are Shoppers
- Table 5-16: Attitudes toward Shopping, GIYers vs. All Adults by Gender
- GIYers Shop for Specials and Bargains
- Table 5-18: Price Sensitivity, GIYers vs. All Adults by Gender
- Online Shopping Appeals
- Table 5-19: Attitudes toward Online Shopping, GIYers vs. All Adults by
Gender
- Table 5-20: Percent Placing Mail/Phone/Internet Order in Last 12 Months
by Type of Order and Amount Spent, GIYers vs. All Adults by Gender
- GIYers Look to Catalogs
- Table 5-21: Percent Buying Merchandise from Catalogs in Last 12 Months
by Frequency and Type of Merchandise, GIYers vs. All Adults by Gender
- Advertising Viewed Negatively
- Table 5-22: Attitudes toward Advertising, GIYers vs. All Adults
- Magazine Preferences of GIYers Reflect Different Interests
- Table 5-23: Magazine Preferences of Men, GIYers vs. All Men
- Table 5-24: Magazine Preferences of Women, GIYers vs. All Women
Chapter 6 - DIY Consumer Profile: Financial Services
- Overview
- DIY and DIFM Taxpayer Segments Defined
- Most Taxpayers Are DIFMers
- Table 6-1: Number of Adults Preparing Tax Returns, DIYers vs. DIFMers
- Most DIYers Use Computers to Prepare Tax Returns
- Table 6-2: Methods Used by DIYers and DIFMers to Prepare Tax Returns
- Demographic Profile
- Financial DIYers Younger
- Table 6-3: Age of Adults Preparing Tax Returns, DIYers vs. DIFMers by
Category
- Women More Likely to Use Computer to Do Taxes
- Table 6-4: Gender of Adults Preparing Tax Returns, DIYers vs. DIFMers by
Category
- DIFMers More Likely to Live outside Big Cities
- Table 6-5: Selected Demographics of Adults Preparing Tax Returns, DIYers
vs. DIFMers by Category
- Education Divides DIYers from DIFMers
- Table 6-6: Education and Employment Profile of Adults Preparing Tax
Returns, DIYers vs. DIFMers by Category
- DIYers Using Tax Software Have High Incomes
- Table 6-7: Economic Profile of Adults Preparing Tax Returns, DIYers vs.
DIFMers by Category
- Financial Profile
- DIYers Less Materialistic
- Table 6-8: Attitudes toward Work and Money of Adults Preparing Tax
Returns, DIYers vs. DIFMers by Category
- Pen-and-Paper Taxpayers More Financially Conservative
- Table 6-9: Attitudes toward Personal Finance of Adults Preparing Tax
Returns, DIYers vs DIFMers by Category.
- DIFMers More Interested in Financial Services
- Table 6-10: Attitudes toward Financial Services of Adults Preparing Tax
Returns, DIYers vs. DIFMers by Category
- DIFMers Slightly More Pessimistic about Economy
- Table 6-11: Economic Outlook of Adults Preparing Tax Returns, DIYers vs.
DIFMers by Category
- Access to Computers Differentiates Approach to Preparing Tax Returns
- Figure 6-1: Percent of Adults Preparing Tax Returns Owning a Computer at
Home, DIYers vs. DIFMers by Category
- Use of Internet Varies Widely
- Table 6-12: Frequency of Internet Use by Adults Preparing Tax Returns,
DIYers vs. DIFMers by Category
- Table 6-13: Online Activities of Adults Preparing Tax Returns, DIYers
vs. DIFMers by Category
- Users of On-Site Tax Services Least Likely to Have Investments
- Figure 6-2: Percent of Adults Preparing Tax Returns Who Own Any
Investments, DIYers vs. DIFMers by Category
- Figure 6-3: Percent of Adults Preparing Tax Returns Who Have Mutual
Funds/Brokerage Accounts, DIYers vs. DIFMers by Category
- Table 6-14: Type of Investments Owned by Adults Preparing Tax Returns,
DIYers vs. DIFMers by Category
- DIFMers Hiring Accountants Invest in CDs
- Table 6-15: Bank Accounts of Adults Preparing Tax Returns, DIYers vs.
DIFMers by Category
- Credit Cards More Scarce among Users of On-Site Tax Services
- Table 6-16: Use of Credit Cards by Adults Preparing Tax Returns, DIYers
vs. DIFMers by Category
- Users of Tax Software More Likely to Borrow
- Table 6-17: Type of Loans of Adults Preparing Tax Returns, DIYers vs.
DIFMers by Category
- DIFMers More Likely to Use Insurance Agent
- Table 6-18: Insurance Policies Owned by Adults Preparing Tax Returns,
DIYers vs. DIFMers by Category
- Table 6-19: Method of Obtaining and Value of Homeowner' s Insurance
Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by
Category
Chapter 7 - DIY Consumer Profile: Automotive
- Overview
- Automotive DIYers Defined
- More than One in Three Motorists Change Own Motor Oil
- Table 7-1: Number of Adults Changing Motor Oil in Last 12 Months, DIYers
vs. DIFMers
- Demographic Profile
- Automotive DIY Segment Younger
- Table 7-2: Age and Gender of Adults Changing Motor Oil in Last 12
Months, DIYers vs DIFMers.
- Many Differences Between DIY and DIFM Automotive Segments
- Table 7-3: Selected Demographic Characteristics of Adults Changing Motor
Oil in Last 12 Months, DIYers vs. DIFMers
- Table 7-4: Economic Profile of Adults Changing Motor Oil in Last 12
Months, DIYers vs DIFMers.
- Personal Profile
- DIYers See Selves as Daring and Adventuresome
- Table 7-5: Self Concepts of Consumers Changing Motor Oil in Last 12
Months, DIYers vs DIFMers.
- DIYers Changing Own Oil Better at Fixing Things
- Table 7-6: Personal Profile of Consumers Changing Motor Oil in Last 12
Months, DIYers vs. DIFMers
- Consumer Profile
- DIYers Less Willing to Spend
- Table 7-7: Economic Outlook of Consumers Changing Motor Oil in Last 12
Months, DIYers vs. DIFMers
- DIFMers More Secure Financially
- Table 7-8: Attitudes toward Personal Finance of Consumers Changing Motor
Oil in Last 12 Months, DIYers vs. DIFMers
- DIFMers and DIYers Share Many of the Same Driving Habits
- Table 7-9: Driving Habits of Consumers Changing Motor Oil in Last 12
Months, DIYers vs. DIFMers
- DIYers More Interested in What' s Under the Hood
- Table 7-10: Attitudes toward Automotive Technology of Consumers Changing
Motor Oil in Last 12 Months, DIYers vs. DIFMers
- Reasons for Buying Car Differ
- Table 7-11: Reasons for Buying Car of Consumers Changing Motor Oil in
Last 12 Months, DIYers vs. DIFMers
- DIFMers More Likely to Buy New Cars
- Table 7-12: Attitudes toward New and Used Cars of Consumers Changing
Motor Oil in Last 12 Months, DIYers vs. DIFMers
- Table 7-13: Category of Car Most Recently Acquired by Adults Changing
Motor Oil in Last12 Months, DIYers vs. DIFMers
- Table 7-14: Next Vehicle Purchase by Adults Changing Motor Oil in Last
12 Months (New or Used), DIYers vs. DIFMers
- Foreign Cars Get Higher Rating from DIFMers
- Table 7-15: Attitudes toward Foreign and Domestic Cars of Consumers
Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
- DIYers Favor U.S. Pickups and SUVs
- Table 7-16: Type of Vehicle Owned by Adults Changing Motor Oil in Last
12 Months, DIYers vs. DIFMers
- DIYers Plan to Buy American Vehicle, DIFMers Expect to Buy Foreign Car
- Table 7-17: Next Vehicle Purchase by Adults Changing Motor Oil in Last
12 Months (Foreign vs. Domestic), DIYers vs. DIFMers
- DIYers More Likely to Buy Car in Near Future
- Table 7-18: When Next Vehicle Purchase Planned by Adults Changing Motor
Oil in Last 12 Months (Foreign vs. Domestic), DIYers vs. DIFMers
- DIFMers More Information-Intensive When Buying Cars
- Table 7-19: Source of Information for Vehicle Purchase by Adults
Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
- DIYers Like Automotive Magazines
- Table 7-20: Magazine Preferences of Men Changing Motor Oil in Last 12
Months, DIYers vs. DIFMers
- DIFMers Buy Expensive Cars
- Table 7-21: Amount Spent on Most Recent Vehicle Purchase by Adults
Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
- DIFMers Join Auto Clubs
- Figure 7-1: Percent of Adults Changing Motor Oil in Last 12 Months Who
Belong to an Automotive Club, DIYers vs. DIFMers
- DIFMers Depend More on Car Dealerships for Service
- Table 7-22: Percent of Adults Changing Motor Oil in Last 12 Months Who
Obtained Automotive Maintenance/Repair Service by Venue of Service, DIYers
vs. DIFMers
- Table 7-23: Automotive Service Purchased by Adults Changing Motor Oil in
Last 12 Months, DIYers vs. DIFMers
- AutoZone Top Choice for DIYers
- Table 7-24: Automotive Retail Stores Shopped by Adults Changing Motor
Oil in Last 12 Months, DIYers vs. DIFMers
- DIYers Buy More Tires
- Figure 7-2: Percent of Adults Changing Motor Oil in Last 12 Months
Buying Passenger Car Tires, DIYers vs. DIFMers
- Figure 7-3: Percent of Adults Changing Motor Oil in Last 12 Months
Buying Pickup/SUV/Van Tires, DIYers vs. DIFMers
Chapter 8 - DIY Consumer Profile: At-Home Beauty Care
- Demographic Profile
- Millions of Women Use At-Home Beauty Products
- Table 8-1: Number of Women Doing At-Home Beauty Care
- Boomers More Likely to Color Hair At Home
- Table 8-2: Women Doing At-Home Beauty Care vs. All Women by Age Group
- Home Beauty Care Attracts Multicultural Women
- Table 8-3: Demographic Profile, Women Doing At-Home Beauty Care vs. All
Women
- Women Using Nail Polish Better Educated
- Table 8-4: Educational Attainment and Occupational Patterns, Women Doing
At-Home Beauty Care vs. All Women
- Household Incomes Differ
- Table 8-5: Economic Profile, Women Doing At-Home Beauty Care vs. All
Women
- At-Home Beauty Care Preferences
- At-Home Hair Colorists Use More Beauty-Care Products of All Kinds
- Table 8-6: Use of Beauty-Care Products, Women Doing At-Home Beauty Care
vs. All Women
- Clairol at Top of List of Hair Coloring Products
- Table 8-7: Hair Coloring Products Used by At-Home Hair Colorists by
Type, Brand and Frequency of Use
- At-Home Hair Colorists More Likely to Use Wide Range of Hair- Care
Products
- Table 8-8: Hair Conditioning Products Used at Home by Type and Frequency
of Use, At-Home Hair Colorists vs. All Women
- Table 8-9: Most Popular Hair Conditioner Brands, At-Home Colorists vs.
All Women
- Table 8-10: Use of Hair Spray by Type and Frequency of Use, At-Home Hair
Colorists vs. All Women
- Table 8-11: Most Popular Hair Spray Brands, At-Home Colorists vs. All
Women
- Table 8-12: Use of Hair Styling Creams, Gels and Lotions, At-Home Hair
Colorists vs. All Women
- Table 8-13: Most Popular Hair Styling Brands, At-Home Colorists vs. All
Women
- Table 8-14: Use of Home Permanents and Relaxers, At-Home Hair Colorists
vs. All Women
- Consumer Profile
- Economic Outlook Similar across DIY Home Beauty Care Segments
- Table 8-15: Economic Outlook of Women Doing At-Home Beauty Care vs. All
Women
- Women Using Hair Coloring Products More Driven Financially
- Table 8-16: Attitudes toward Personal Finance, Women Doing At-Home
Beauty Care vs. All Women
- Women Using At-Home Beauty-Care Products Shop More
- Table 8-17: Attitudes toward Shopping, Women Doing At-Home Beauty Care
vs. All Women
- Table 8-18: Shopping Patterns, Women Doing At-Home Beauty Care vs. All
Women
- Catalog Shopping More Popular
- Table 8-19: Percent Buying Merchandise from Catalogs in Last 12 Months,
Women Doing At-Home Beauty Care vs. All Women
- Table 8-20: Percent Placing Mail/Phone/Internet Orders in Last 12
Months, Women Doing At-Home Beauty Care vs. All Women
- Women Using Nail Polish More Attuned to Fashion
- Table 8-21: Attitudes toward Fashion, Women Doing At-Home Beauty Care
vs. All Women
- Women in DIY Beauty-Care Segment Not More Likely to Diet but They
Exercise More
- Table 8-22: Attitudes toward Eating, Women Doing At-Home Beauty Care vs.
All Women
- Figure 8-1: Percent Exercising Regularly in the Last 12 Months, Women
Doing At-Home Beauty Care vs. All Women
Appendix: Addresses of Selected DIY Market Resources
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