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Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy
 

Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy

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    Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy Document Transcript

    •    Get more info on this report!Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down EconomyJune 1, 2009As 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 theirdiminished financial circumstances and to empower themselves by taking more controlof their lives in uncertain times. One increasingly popular survival strategy adopted bymore and more American consumers is to take on routine chores and tackle majorprojects themselves rather than paying others to do them.This completely new Packaged Facts report takes an in-depth look at the explodingpopulation of do-it-yourselfers (DIYers) in remarkably diverse sectors of the economy,including home improvement, food gardening, financial services, automotive and beautycare. By drilling down into Experian Simmons National Consumer Study (NCS) data, thereport highlights what makes DIY consumers tick and shows how they differ from theirdo-it-for me (DIFM) counterparts. The report reveals how the DIY movement is takinghold throughout the American economy, creating both challenges and opportunities formarketers in a wide range of industries.The report begins with an assessment of the trends shaping the DIY consumermovement and an evaluation of the opportunities created by the shift toward self-sufficiency on the part of American consumers. The next chapter provides an overviewof the demographics of DIY consumers and an analysis of the size and projected growthof the DIY consumer population. The report continues with separate chapters on DIYersin five major areas: home improvement, food gardening, financial services, automotiveand at-home beauty care. Each chapter includes a demographic profile of DIYers,highlights key DIY consumer attitudes, analyzes DIY consumer shopping behavior andassesses the importance of DIY consumers to marketers in each area.Table of ContentsChapter 1 Executive Summary
    • Introduction Background Overview of Report Scope of Report MethodologyTrends 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 OpportunitiesOverview 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 ConsumersDIY 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 ImproversDIY 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 CatalogsDIY 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 BorrowDIY 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 TiresDIY 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 FashionChapter 2 Trends and OpportunitiesMarket 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 DIYersMarket 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 CareChapter 3 Overview of the MarketDemographic 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 CategorySize 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, 2008-2013Chapter 4 DIY Consumer Profile: Home ImprovementOverview 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 DIYersDemographic 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. DIFMersPersonal 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. DIFMersConsumer 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. DIFMersMedia 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. DIFMersChapter 5 DIY Consumer Profile: GIYersOverview 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 AdultsPersonal 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 AdultsConsumer 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 WomenChapter 6 DIY Consumer Profile: Financial ServicesOverview 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 ReturnsDemographic 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 CategoryFinancial 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 CategoryChapter 7 DIY Consumer Profile: AutomotiveOverview 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. DIFMersDemographic 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. DIFMersConsumer 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 CarsTable 7-12: Attitudes toward New and Used Cars of Consumers Changing MotorOil in Last 12 Months, DIYers vs. DIFMersTable 7-13: Category of Car Most Recently Acquired by Adults Changing MotorOil in Last12 Months, DIYers vs. DIFMersTable 7-14: Next Vehicle Purchase by Adults Changing Motor Oil in Last 12Months (New or Used), DIYers vs. DIFMersForeign Cars Get Higher Rating from DIFMersTable 7-15: Attitudes toward Foreign and Domestic Cars of ConsumersChanging Motor Oil in Last 12 Months, DIYers vs. DIFMersDIYers Favor U.S. Pickups and SUVsTable 7-16: Type of Vehicle Owned by Adults Changing Motor Oil in Last 12Months, DIYers vs. DIFMersDIYers Plan to Buy American Vehicle, DIFMers Expect to Buy Foreign CarTable 7-17: Next Vehicle Purchase by Adults Changing Motor Oil in Last 12Months (Foreign vs. Domestic), DIYers vs. DIFMersDIYers More Likely to Buy Car in Near FutureTable 7-18: When Next Vehicle Purchase Planned by Adults Changing Motor Oilin Last 12 Months (Foreign vs. Domestic), DIYers vs. DIFMersDIFMers More Information-Intensive When Buying CarsTable 7-19: Source of Information for Vehicle Purchase by Adults ChangingMotor Oil in Last 12 Months, DIYers vs. DIFMersDIYers Like Automotive MagazinesTable 7-20: Magazine Preferences of Men Changing Motor Oil in Last 12Months, DIYers vs. DIFMersDIFMers Buy Expensive CarsTable 7-21: Amount Spent on Most Recent Vehicle Purchase by Adults ChangingMotor Oil in Last 12 Months, DIYers vs. DIFMersDIFMers Join Auto ClubsFigure 7-1: Percent of Adults Changing Motor Oil in Last 12 Months Who Belongto an Automotive Club, DIYers vs. DIFMersDIFMers 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. DIFMersChapter 8 DIY Consumer Profile: At-Home Beauty CareDemographic 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 WomenAt-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 WomenConsumer 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 WomenAppendix: Addresses of Selected DIY Market ResourcesAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2118693  US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004