美國DIY消費者介紹 是由出版商Packaged Facts在2009年06月所出版的。
這份英文市場調查報告書包含202 pages 價格從美金3850起跳。
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.
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
|
