Baltimore, MD, September 8—According to a home improvement study, consumers are more likely to take on home improvement projects themselves.
Vertis, a provider of targeted advertising, media, and marketing services, announced the results of the study, which is called Customer Focus 2004.
In 2000, the study found that 38 percent of adults surveyed stated they are the home improvement decision makers who do the work themselves; this number increased to 47 percent in 2004.
The increasing number of large home improvement stores that offer products for minor and major repairs are enabling adults across different age groups and incomes to take on home improvement projects," said Therese Mulvey, vice president, marketing research, at Vertis. "This motivates adults to learn new skills and allows them to be in control of their investment."
Survey data also reveals that the ad insert readership among men and women "do-it-yourselfers" continues to rise. Whether they turn to advertising inserts or circulars for price comparison or to decide where to shop, 76 percent of women "do-it-yourselfers" and 66 percent of men have read advertising inserts in the past seven days; compared to 70 percent of women and 56 percent of men in 2000.
The Vertis Customer Focus 2004: Home Improvement study shows the following additional findings, which provide insight into the differences in consumers' home improvement purchase plans and trends:
Adults More Likely To Be "Do-It-Yourselfers"
· In 2004, 38 percent of women surveyed reported they are the home improvement decision makers who do the work themselves, compared to 30 percent in 2000
· 58 percent of men stated they make the decision to do a home improvement project and do the work themselves, compared to 30 percent of men who make the decision and have someone else professionally do the work
· Of the Older Baby Boomers (1946-1955) surveyed, 52 percent make the decision and do the home improvement projects themselves, compared to 37 percent who make the decision and have a professional do the work
· For Generation Y (1977-1994), 42 percent surveyed said they make the decision and do the work themselves, versus 23 percent who make the decision and have someone else professionally do the work for them; however, almost 40 percent of Generation Y said they are not responsible for the home improvement decision
Media That Influences Home Improvement Shoppers
· 61 percent of women "do-it-yourselfers" who are home improvement ad insert readers said they typically make lists and plan their home improvement shopping trips based on items seen in advertising inserts or circulars, compared to 53 percent in 2000
· 32 percent of "do-it-yourselfers" say that advertising inserts or circulars influence their buying decision the most, compared to 20 percent in 2000
· Of the weekday newspaper readers who plan to build a deck/remodel a kitchen or bath, 71 percent said they have read an advertising insert or circular in the weekday paper in the past seven days
· 83 percent of Sunday newspaper readers who shop at large home improvement stores for minor household repairs have read an advertising insert or circular in the past 7 days
· 86 percent of home improvement ad insert readers who are "do-it-yourselfers" with children read home improvement advertising inserts or circulars when comparing for price
Home Improvement Planned Projects
· 57 percent of those with a household income of $75,000+ are planning on doing a landscaping project within the next 12 months, and 56 percent reported they are planning to do an interior painting project
· 22 percent of adults 18-39 with a household income of $75,000+ plan to buy or build a new home, compared to 10 percent in 2000.
