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Impact of the Media on DIY and Gardening - UKPublished by: Mintel International Group Ltd. Published: Mar. 1, 2005 - 82 Pages Table of ContentsIntroduction 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 AbstractWhile it has been 50 years since the first DIY magazine appeared and 66 years since BBC Home Service radio introduced its first gardening series, the current enthusiasm for DIY and gardening programmes can be traced back to the mid-1990s. The BBC introduced Home Front in 1994 and Changing Rooms in 1996, the same year that Alan Titchmarsh took over as main presenter of Gardeners' World. He followed that a year later with Ground Force and the makeover craze was born. These programmes have revolutionised our views on DIY and gardening, empowering us to take charge of our homes and to become actively involved with our environment. They have also resulted in a revitalised retail sector and have introduced gardening and DIY to a wider audience."We have a new type of gardening customer. They are younger and more affluent and being influenced by what they see on TV." - Head of research, DIY multiple
It would appear that the public's appetite for DIY and gardening media still shows no signs of abating and continues to exert influence on the corresponding retail market. New programmes, magazine titles and, even, dedicated digital channels are still being launched, while the main driver, the housing market, remains strong in the UK, despite continued fears that the bubble will burst. This report examines the relationship between the media and home improvement/gardening as leisure activities, including which type of media is watched, listened to or read and how much DIY/gardening is undertaken. Due to increased specialisation in the market, those TV programmes about buying/selling houses and building houses/architecture have been included for the first time. Mintel also looks at consumer attitudes towards DIY/gardening media and how much these are likely to influence purchasing decisions.
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