Impact of the Media on DIY and Gardening - UK - March 2005

Contents

Introduction and Abbreviations

• Definitions
• Consumer research
• ACORN

Abbreviations

Summary of Key Report Findings

• Painting versus planting
• Glued to the box
• Looking and listening
• Brush in hand
• Asleep among the flowers
• Home is where the heart is
• Rates low but interest high
• Future looking good

Market Factors

• GDP, PDI and consumer expenditure
• Figure 1: PDI and consumer expenditure, at current and constant prices, 1999-2009
• Demographic factors
• Lifestage
• Figure 2: UK adult population, by lifestage, 1999-2009
• Socio-economic group
• Figure 3: UK social class trends, 1999-2009
• The housing market
• Dwelling stock by tenure, UK
• Figure 4: UK dwelling stock by tenure, 1999-2003
• House prices and income
• Figure 5: Simple average house prices, mortgage advances, income of borrowers and house price to earnings ratio UK, 1999-2003
• The remortgaging trend
• Figure 6: Gross mortgage lending by type of advance, 1994-2004
• Cost of household maintenance and gardening
• Figure 7: Average weekly household expenditure on home maintenance and repairs and horticultural goods, garden equipment and plants, by income, 2002/03
• Leisure participation
• Figure 8: Leisure participation, 2002 and 2004

DIY Background

• Market size
• Figure 9: The DIY retail market, at current and constant prices, 1999-2004
• DIY segmentation
• Figure 10: The DIY retail market, by major product categories, 2000-04
• What DIY do they do?
• Figure 11: DIY tasks undertaken, 2002 and 2004
• Why do they do it?
• Figure 12: Motivation for DIY and decorating, August 2004

Gardening Background

• Market size
• Figure 13: Household spending on garden products, at current and constant prices, 1999-2004
• Gardening segmentation
• Figure 14: Sale of garden products, by sector and share, 2000-04
• Who has a garden?
• Figure 15: Proportion of adults with garden/allotment, size and content, 2002-04
• And what do they do in it?
• Figure 16: How the garden is used, August 2004

Media Profiles

• DIY and gardening TV programmes
• Multichannel TV
• Figure 17: Penetration of multichannel households, by platform, 1998-2004
• Dedicated lifestyle and gardening channels
• Figure 18: Viewing of dedicated lifestyle channels, by average weekly viewing per person, 2004/05
• DIY and gardening pin-ups
• Home interest and gardening magazines
• Figure 19: Home interest and DIY magazine circulation, 2004
• Figure 20: Gardening magazine circulation, 1 July to 31 December 2004
• Consumer media profiles
• Figure 21: Consumer media profiles, by demographic sub-group, December 2004
• Figure 22: Consumer media profiles, by region and ACORN category, December 2004
• Figure 23: Consumer media profiles, by detailed lifestage group, December 2004
• Figure 24: Consumer media profiles, by tenure, area and TV reception, December 2004
• Figure 25: Consumer media profiles, by Internet use, newspaper readership, supermarket use and commercial TV viewing, December 2004

The Consumer

• Figure 26: Decoration/DIY/gardening magazines, radio or TV programmes watched, December 2004
• DIY/gardening media watched, listened to or read by demographic analysis
• Figure 27: DIY/gardening media watched, listened to or read, by demographic sub-group, December 2004
• Figure 28: DIY/gardening media watched, listened to or read, by region and ACORN category, December 2004
• Figure 29: DIY/gardening media watched, listened to or read, by detailed lifestage group, December 2004
• Figure 30: DIY/gardening media watched, listened to or read, by tenure, area and TV reception, December 2004
• Figure 31: DIY/gardening media watched, listened to or read, by Internet use, newspaper readership, supermarket use and commercial TV viewing, December 2004
• How many types?
• Figure 32: Number of DIY/gardening media consumed, by demographic sub-group, December 2004
• Figure 33: Number of DIY/gardening media consumed, by region and ACORN category, December 2004
• Figure 34: Number of DIY/gardening media consumed, by detailed lifestage group, December 2004
• Figure 35: Number of DIY/gardening media consumed, by tenure, area and TV reception, December 2004
• Figure 36: Number of DIY/gardening media consumed, by Internet usage, newspaper readership, supermarket usage and commercial TV viewing, December 2004
• TV programmes are tops
• Figure 37: Number of DIY/gardening media consumed, by DIY/gardening media used and DIY/gardening media watched, listened to or read, December 2004

The Consumer - DIY and Gardening Media Consumed: Detailed Demographics

• Most popular DIY/gardening media
• Figure 38: Most popular DIY/gardening media used, by demographic sub-group, December 2004
• Figure 39: Most popular DIY/gardening media used, by region and ACORN category, December 2004
• Figure 40: Most popular DIY/gardening media used, by detailed lifestage group, December 2004
• Figure 41: Most popular DIY/gardening media used, by tenure, area and TV reception, December 2004
• Figure 42: Most popular DIY/gardening media used, by Internet use, newspaper readership, supermarket use and commercial TV viewing, December 2004
• Next most popular DIY/gardening media
• Figure 43: Next most popular DIY/gardening media, by demographic sub-group, December 2004
• Figure 44: Next most popular DIY/gardening media, by region and ACORN category, December 2004
• Figure 45: Next most popular DIY/gardening media, by detailed lifestage group, December 2004
• Figure 46: Next most popular DIY/gardening media, by tenure, area and TV reception, December 2004
• Figure 47: Next most popular DIY/gardening media used, by Internet use, newspaper readership, supermarket use and commercial TV viewing, December 2004

The Future

• DIY and gardening TV still in demand...
• ...but new audiences needed
• Lifestyle the key
• Retailers need to follow their lead
• Home sweet home
• Online media

Forecast

• Figure 48: Forecast of the DIY and gardening media attitudinal target groups, scenario 1, 2004-09
• Scenario 2
• Figure 49: Forecast of the DIY and gardening media attitudinal target groups, scenario 2, 2004-09
• Scenario 3
• Figure 50: Forecast of the DIY and gardening media attitudinal target groups, scenario 3, 2004-09

Appendix: Research Methodology