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

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.

Read an excerpt from this report below.

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.


Market Insights: A Selection From The Report


Many Factors Support Continuing Growth in Number of DIY Consumers

Demographic and economic factors combine to form a powerful impetus to the continued growth in the number of DIY consumers in areas besides home improvement.

  • As a result of the projected rapid growth in the population of multicultural women—who are more likely than non-Hispanic white women to use at-home hair coloring products—Packaged Facts projects that the number of women using at-home hair coloring will grow faster than the rate of growth in the female population as a whole between 2008 and 2013. The number of women using at-hair home coloring is expected to total 40 million, an increase of 10% during this period.

  • Those in the 18- to 34-year-old age group are more likely than other taxpayers to use computer software to prepare their tax returns. Packaged Facts expects that the proportion of DIYers using computer software to prepare their tax returns will increase as members of Gen Y continue to mature, enter the job market and file tax returns. Based on these assumptions, the number of taxpayers using computer software is expected to increase by 13% between 2008 and 2013.

  • The financial need to keep cars running longer in order to avoid purchasing another vehicle will encourage more car owners to take the plunge into DIY car maintenance. Packaged Facts expects that the number of automotive DIYers will increase 16% between 2008 and 2013.

  • Packaged Facts expects that interest in food gardening will continue to grow as a result of economic and cultural factors. The number of GIYers is expected to increase by an average of approximately 6% annually between 2008 and 2013 and register cumulative growth of 34% during the forecast period.

In the News


American Consumers Discover Empowerment, Cope with Economy Through a “Do-It-Yourself” Mindset

New York, May 28, 2009 - After decades of extravagant spending, 2009 became the year many American consumers finally began to confront their fundamentally changed financial circumstances and sought to empower themselves by asserting more control over their lives. One increasingly popular strategy to survive the recession was to adopt a do-it-yourself (DIY) mindset by personally taking on routine chores and tackling major projects rather than paying others to do them.

Leading market research publisher Packaged Facts interpreted Experian Simmons National Consumer Study (NCS) data and examined the growing legion of do-it-yourselfers (DIYers) in the all-new report, Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy.

The DIY trend has swept up tens of millions of Americans across all walks of life. Though only 46% of the American population as a whole classifies as DIYers, the segment accounts for 56% of American shoppers and wields considerable influence over the retail industry. The diverse spectrum of the economy influenced by DIYers includes home improvement, food gardening, financial services, automotive, and beauty care.

“As consumers began to take more of their economic lives into their own hands, they inevitably change the financial landscape for a wide variety of businesses,” says Tatjana Meerman, publisher of Packaged Facts. “Research shows that here are 58 million DIY food gardeners, 67 million Americans who change their own motor oil, and 36 million women who color their hair at home.”

Based on demographic and economic factors, Packaged Facts makes several substantial projections about the continued growth of DIY consumers during the 2008 to 2013 period. The number of women using at-home hair coloring is expected to increase 10% to total 40 million, a number growing faster than the rate of growth in the female population as a whole. The proportion of taxpayers using computer software will increase by 13% as members of Gen Y continue to mature, enter the job market, and file tax returns. More car owners will plunge into DIY car maintenance seeking to avoid costly vehicular problems and will increase the number of automotive DIYers by 16%. Meanwhile economic and cultural factors will increase the interest in food gardening, and Packaged Facts expects DIYers in the segment to grow by an average of approximately 6% annually during the forecast period and register cumulative growth of 34%.

Do-It-Yourself (DIY) Consumers in the U.S.: DIY Markets in a Down Economy takes an in-depth look at the exploding population of DIYers in five diverse sectors of the economy. The report highlights what makes DIY consumers tick and shows how they differ from their do-it-for me (DIFM) counterparts. Further, 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.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products.  Packaged Facts also offers a full range of custom research services. 

  • 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
      • GIYers 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 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
  • 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 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 Opportunities Related to Shopping and Buying Patterns of DIY Home Improvers in Home Improvement Stores (in thousands)
        • Table Opportunities Related to Purchase of Home Improvements by DIYers by Category of DIYer (in thousands)
      • GIYers Offer Increasing Opportunities
        • Table Selected Opportunities Related to Lawn & Garden Equipment by Food Gardeners (in thousands)
      • DIFMers Bigger Target for Financial Services Industry
        • Table Selected Opportunities Related to Use of Financial Services by Taxpayers, DIYers vs. DIFMers (in thousands)
      • DIYers Offer Hope for Struggling U.S. Automakers
        • Table Selected Opportunities Related to DIY Consumers in Automotive Sector (in thousands)
      • At-Home Hair Colorists Important Factor in Beauty-Care Industry
        • Table Selected Opportunities Related to At-Home Beauty Care (in thousands)
  • Overview of the Market
    • Demographic Highlights
      • Millions of DIYers Affect Many Segments of the Economy
        • Table Number of DIYers and DFMers by Category of Activity (in thousands)
      • DIYers Cluster in Younger Age Segments
        • Table Age Groups, DIYers vs. DIFMers by Category
      • Gender Differences Seen across DIY Segments
        • Table Gender, DIYers vs. DIFMers by Category
      • DIYers Have Different Demographic Profiles
        • Table Selected Demographic Characteristics, DIYers vs. DIFMers by Category
    • Size and Growth of the Market
      • DIYers Wield Substantial Buying Power
        • Table Aggregate Household Income of DIYers by Category
      • DIFMers Remain Important
        • Table 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 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 (in thousands)
      • Many Factors Support Continuing Growth in Number of DIY Consumers
        • Table Number of Women Using At-Home Hair Coloring Products by Race and Hispanic Origin (in thousands)
        • Table Projected Growth in Number of Women by Race and Hispanic Origin, 2010-2015 (in thousands)
        • Table Projected Growth in Number of Women Using At-Home Hair Coloring Products, 2008-2013 (in thousands)
        • Table Projected Growth in Number of Taxpayers Using Computer Software to Prepare Tax Returns, 2008-2013 (in thousands)
        • Table Projected Growth in Number of Automotive DIYers, 2008-2013(in thousands)
        • Table Projected Growth in Number of Food Gardeners, 2008-2013 (in thousands)
  • DIY Consumer Profile: Home Improvement
    • Overview
      • Home Improvement DIYers Defined
      • Most Home Improvers Do It Themselves
        • Table Number of Adults Carrying Out Home Improvement Projects in Last 12 Months, DIYers vs. DIFMers (in thousands)
        • Table Number of Households Carrying Out Home Improvement Projects in Last 12 Months, DIYers vs. DIFMers (in thousands)
      • Moderate DIY Households Responsible for Largest Share of Home Improvement Projects
        • Table Number of Home Improvements/Remodeling Projects Carried Out in Last 12 Months, DIYers vs. DIFMers (in thousands)
      • Most Popular DIY Home Improvement Projects Listed
        • Table Percent of Home Improvement Projects Carried Out by DIYers
    • Demographic Profile
      • Women Major Force in DIY Home Improvement Segment
        • Table Age and Gender of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • DIFM an Urban Phenomenon
        • Table 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 Selected Demographic Characteristics of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • Home Improvers More Affluent
        • Table Economic Profile of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • DIFMers Have Expensive Houses
        • Table 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 Selected Loans by Type of Loan, DIYers vs. DIFMers
      • Bathrooms Most Popular Remodeling Project
        • Table 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 Remodeling Projects in Last 12 Months by Category of Home Improver
      • Door Knobs and Lighting Fixtures Lead List of Home Improvement Purchases
        • Table Number of Households Buying Home Improvements in Last 12 Months by Type of Improvement (in thousands)
      • DIFMers More Involved in Roofing and Carpeting Projects
        • Table Home Improvement Items Bought in Last 12 Months, DIYers vs. DIFMers
      • Most Home Improvers Did Interior Painting in Last 12 Months
        • Table Brand of Paint Used by Home Improvers Painting Interior of House in Last 12 Month, DIYers vs. DIFMers
      • Exterior Painting Also Common
      • Moderate DIYers Best Customers for Home Improvement Stores
        • Table 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
        • Table Workshop Equipment Owned by Type, DIYers vs. DIFMers
        • Table Workshop Equipment Owned by Brand, DIYers vs. DIFMers
    • Personal Profile
      • DIYers More Confident about Fixing Things
        • Table Attitudes toward the Home of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • DIY Consumers More Ornery
        • Table Self Concepts of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • DIYers More Active than DIFMers
        • Table Leisure Activities of Consumers Engaged in Home Improvement Activities, DIYers vs. DIFMers
      • DIFMers Are Joiners
        • Table Memberships of Consumers Engaged in Home Improvement Activities, DIYers vs. DIFMers
    • Consumer Profile
      • DIFM and DIY Consumers Have Similar Outlook on Economy
        • Table Economic Outlook of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • DIFM Consumers Feel More Secure Financially
        • Table Attitudes toward Personal Finance of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • DIY Shoppers More Price Conscious
        • Table Attitudes toward Shopping of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
      • Moderate DIYers Are Serious Shoppers
        • Table Percent of Consumers Engaged in Home Improvement Activities Visiting Shopping Malls in Last 4 Weeks, DIYers vs. DIFMers
        • Table 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 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
        • Table 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 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
        • Table Household Furnishings Bought in Last 12 Months, DIYers vs. DIFMers
    • Media Usage
      • DIYers Use Internet, DIFMers Depend on Newspapers for News
        • Table Attitudes toward the Media of Consumers Engaged in Home Improvement Activities in Last 12 Months, DIYers vs. DIFMers
        • Table 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 Magazine Preferences of Men Engaged in Home Improvement Activities, Extreme DIYers vs. DIFMers
  • DIY Consumer Profile: Food Gardeners
    • Overview
      • Food Gardeners Defined
      • Millions of Americans Turn to Food Gardening
        • Table Number of Food Gardeners by Individuals and Households (in thousands)
    • Demographic Profile of Food Gardeners
      • Food Gardening Attracts Boomers
        • Table Age and Gender, GIYers vs. All Adults
      • Non-Hispanic Whites and Republicans Predominate
        • Table Selected Demographic Characteristics, GIYers vs. All Adults
      • GIYers Tend to Be Affluent Homeowners
        • Table Economic Profile, GIYers vs. All Adults
      • Food Gardening Displays Distinct Regional Patterns
        • Table Place of Residence, GIYers vs. All Adults
    • Personal Profile
      • Food Growers a Happy Group
        • Table Attitudes toward Life, GIYers vs. All Adults by Gender
      • GIYers Think Highly of Themselves
        • Table Self-Concepts, GIYers vs. All Adults
      • Woodworking and Antiquing Also Get Gardeners' Attention
        • Table Leisure Activities, GIYers vs. All Adults
      • GIYers Are Joiners
        • Table Memberships, GIYers vs. All Adults
    • Consumer Profile
      • GIYers Expect to Be Worse Off in 12 Months
        • Table Economic Outlook, GIYers vs. All Adults by Gender
      • GIYers Financially Conservative
        • Table Attitudes toward Personal Finances, GIYers vs. All Adults by Gender
      • Clothes Viewed with Practical Eye
        • Table Attitudes toward Fashion, GIYers vs. All Adults by Gender
      • GIYers Have Sophisticated Palate
        • Table Attitudes toward Food and Diet, GIYers vs. All Adults by Gender
      • GIYers More Healthy
        • Table Attitudes toward Health, GIYers vs. All Adults by Gender
      • High Priority Placed on Environmentally Friendly Products
        • Table Attitudes toward Environmentally Friendly Products, GIYers vs. All Adults by Gender
      • Food Gardeners Are Shoppers
        • Table Attitudes toward Shopping, GIYers vs. All Adults by Gender
        • Table Shopping Patterns, GIYers vs. All Adults by Gender
      • GIYers Shop for Specials and Bargains
        • Table Price Sensitivity, GIYers vs. All Adults by Gender
      • Online Shopping Appeals
        • Table Attitudes toward Online Shopping, GIYers vs. All Adults by Gender
        • Table 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 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 Attitudes toward Advertising, GIYers vs. All Adults
      • Magazine Preferences of GIYers Reflect Different Interests
        • Table Magazine Preferences of Men, GIYers vs. All Men
        • Table Magazine Preferences of Women, GIYers vs. All Women
  • DIY Consumer Profile: Financial Services
    • Overview
      • DIY and DIFM Taxpayer Segments Defined
      • Most Taxpayers Are DIFMers
        • Table Number of Adults Preparing Tax Returns, DIYers vs. DIFMers (in thousands)
      • Most DIYers Use Computers to Prepare Tax Returns
        • Table Methods Used by DIYers and DIFMers to Prepare Tax Returns (in thousands)
    • Demographic Profile
      • Financial DIYers Younger
        • Table Age of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Women More Likely to Use Computer to Do Taxes
        • Table Gender of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • DIFMers More Likely to Live outside Big Cities
        • Table Selected Demographics of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Education Divides DIYers from DIFMers
        • Table Education and Employment Profile of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • DIYers Using Tax Software Have High Incomes
        • Table Economic Profile of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
    • Financial Profile
      • DIYers Less Materialistic
        • Table Attitudes toward Work and Money of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Pen-and-Paper Taxpayers More Financially Conservative
        • Table Attitudes toward Personal Finance of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • DIFMers More Interested in Financial Services
        • Table Attitudes toward Financial Services of Adults Preparing Tax Returns, DIYers vs.DIFMers by Category
      • DIFMers Slightly More Pessimistic about Economy
        • Table Economic Outlook of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Access to Computers Differentiates Approach to Preparing Tax Returns
      • Use of Internet Varies Widely
        • Table Frequency of Internet Use by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
        • Table Online Activities of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
        • Table Use of the Internet by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Users of On-Site Tax Services Least Likely to Have Investments
        • Table Type of Investments Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • DIFMers Hiring Accountants Invest in CDs
        • Table Bank Accounts of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Credit Cards More Scarce among Users of On-Site Tax Services
        • Table Use of Credit Cards by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • Users of Tax Software More Likely to Borrow
        • Table Type of Loans of Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
      • DIFMers More Likely to Use Insurance Agent
        • Table Insurance Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
        • Table Method of Obtaining and Value of Homeowner's Insurance Policies Owned by Adults Preparing Tax Returns, DIYers vs. DIFMers by Category
  • DIY Consumer Profile: Automotive
    • Overview
      • Automotive DIYers Defined
      • More than One in Three Motorists Change Own Motor Oil
        • Table Number of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers (in thousands)
    • Demographic Profile
      • Automotive DIY Segment Younger
        • Table Age and Gender of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • Many Differences Between DIY and DIFM Automotive Segments
        • Table Selected Demographic Characteristics of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
        • Table Economic Profile of Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
    • Personal Profile
      • DIYers See Selves as Daring and Adventuresome
        • Table Self Concepts of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIYers Changing Own Oil Better at Fixing Things
        • Table Personal Profile of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
    • Consumer Profile
      • DIYers Less Willing to Spend
        • Table Economic Outlook of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIFMers More Secure Financially
        • Table 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 Driving Habits of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIYers More Interested in What's Under the Hood
        • Table Attitudes toward Automotive Technology of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • Reasons for Buying Car Differ
        • Table Reasons for Buying Car of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIFMers More Likely to Buy New Cars
        • Table Attitudes toward New and Used Cars of Consumers Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
        • Table Category of Car Most Recently Acquired by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
        • Table 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 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 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 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 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 Source of Information for Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIYers Like Automotive Magazines
        • Table Magazine Preferences of Men Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIFMers Buy Expensive Cars
        • Table Amount Spent on Most Recent Vehicle Purchase by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIFMers Join Auto Clubs
      • DIFMers Depend More on Car Dealerships for Service
        • Table Percent of Adults Changing Motor Oil in Last 12 Months Who Obtained Automotive Maintenance/Repair Service by Venue of Service, DIYers vs. DIFMers
        • Table Automotive Service Purchased by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • AutoZone Top Choice for DIYers
        • Table Automotive Retail Stores Shopped by Adults Changing Motor Oil in Last 12 Months, DIYers vs. DIFMers
      • DIYers Buy More Tires
  • DIY Consumer Profile: At-Home Beauty Care
    • Demographic Profile
      • Millions of Women Use At-Home Beauty Products
        • Table Number of Women Doing At-Home Beauty Care (in thousands)
      • Boomers More Likely to Color Hair At Home
        • Table Women Doing At-Home Beauty Care vs. All Women by Age Group
      • Home Beauty Care Attracts Multicultural Women
        • Table Demographic Profile, Women Doing At-Home Beauty Care vs. All Women
      • Women Using Nail Polish Better Educated
        • Table Educational Attainment and Occupational Patterns, Women Doing At-Home Beauty Care vs. All Women
      • Household Incomes Differ
        • Table 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 Use of Beauty-Care Products, Women Doing At-Home Beauty Care vs. All Women
      • Clairol at Top of List of Hair Coloring Products
        • Table 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 Hair Conditioning Products Used at Home by Type and Frequency of Use, At-Home Hair Colorists vs. All Women
        • Table Most Popular Hair Conditioner Brands, At-Home Colorists vs. All Women
        • Table Use of Hair Spray by Type and Frequency of Use, At-Home Hair Colorists vs. All Women
        • Table Most Popular Hair Spray Brands, At-Home Colorists vs. All Women
        • Table Use of Hair Styling Creams, Gels and Lotions, At-Home Hair Colorists vs. All Women
        • Table Most Popular Hair Styling Brands, At-Home Colorists vs. All Women
        • Table 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 Economic Outlook of Women Doing At-Home Beauty Care vs. All Women
      • Women Using Hair Coloring Products More Driven Financially
        • Table Attitudes toward Personal Finance, Women Doing At-Home Beauty Care vs. All Women
      • Women Using At-Home Beauty-Care Products Shop More
        • Table Attitudes toward Shopping, Women Doing At-Home Beauty Care vs. All Women
        • Table Shopping Patterns, Women Doing At-Home Beauty Care vs. All Women
      • Catalog Shopping More Popular
        • Table Percent Buying Merchandise from Catalogs in Last 12 Months, Women Doing At-Home Beauty Care vs. All Women
        • Table 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 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 Attitudes toward Eating, Women Doing At-Home Beauty Care vs. All Women
  • Addresses of Selected DIY Market Resources

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