2015 DIY Consumer Marketing Trends Report Insights & Data on Projects, Plans and Budgets 1 2015 DIY Consumer Marketing Trends Report
Table of Contents Welcome Key Insights & Findings The DIYers Home DIY Projects - Types, Planning & Budgeting DIYers and Professional Contractors Project Inspiration & Online Resources DIYers and Building Materials Brands Purchase Influencers Social Media About 3 4 5 16 27 28 29 28 31 32 2 2015 DIY Consumer Marketing Trends Report
Welcome Hello Building Material Brands, Gaining understanding around why DIYers enjoy DIYing, when they hire contractors and what influences them to start projects and purchase products can help you create a stronger marketing strategy that brings them into the world of your brand and keeps them engaged even after the project is complete. Even though DIY Consumers are one of the top purchasers in the building materials market, in-depth data about them is essentially non-existent. I ve begun to share my industry insights on our blog, but it was clear that a more indepth study was necessary. Instead of constantly looking for third party thoughts around DIYers, my team at Venveo and I we went straight to the source. Zach Williams Founder & Creative Director Venveo We surveyed DIYers from every part of the United States and asked them about their home project plans for 2015. We want to take the guess work out of marketing to your target audience and put as much first hand knowledge at your fingertips as possible. What we discovered is that DIYers actually intersect between several other major consumer sets, such as Millennials and Generation X consumers. We also found some striking patterns emerge in their places of residence and the projects they want to take on. The data that we ve gathered here not only shows that the DIY Consumer is here to stay, but that they are actively moving in the building materials market. Companies that work on winning their loyalty now will be able to see gains from their purchases for many years to come. Zach & Beth Beth Pop Nikolov Content Strategist Venveo 3 2015 DIY Consumer Marketing Trends Report
Key Insights and Findings Profiling the DIY Consumer We surveyed over 500 DIYers from the US. The DIY Consumer includes multiple standard consumer sets. The DIYer is both a Milliennial and a Gen Xer. They are mostly married with children, but their income is pretty evenly split from $30,000 to over $100,000. 52+4852% 95+595 are between the ages of 24 to 44 % 75+2575 live in a house that they own % are married 87+1387% have children that live with them 43+5743% $ make between $51,000 and $90,000 each year 4 2015 DIY Consumer Marketing Trends Report
Key Insights and Findings Age Please select your age group from the list below 19-23 24-37 38-44 45-49 50-60 61-68 4 % 6 % 33 % 19 % 13 % 25 % 0 10 20 30 40 52% of DIY Consumers are older Millennials & Younger Generation Xers 24-44 years old. Relying strictly on data about Millennials and home projects will only get you so far. DIYers are not from just one generation, they re a consumer set that crosses multiple barriers, generations included. Connect with DIYers on the ground level. Help them with planning, scoping out the project, saving for the best materials, guides to staying on budget and helpful checklists for materials along the way and crucial steps or skills. 5 2015 DIY Consumer Marketing Trends Report
Key Insights and Findings Income What is your combined household income? DIYers are not strictly limited to one level of income or another. $31,000 to $50,000 $51,000 to $70,000 $71,000 to $90,000 18 % 20 % 25 % Although the two lower tears have slight leads over the higher incomes, there is a fairly even split at approximately 20% for all income brackets. $91,000 to $110,000 14 % more than $110,00 15 % 0 7 14 21 28 6 2015 DIY Consumer Marketing Trends Report
Key Insights and Findings DIYers Using Contractors Are you most likely to complete these home projects on your own or will you hire a contractor? DIYers Don t Just DIY 56+44 44 % 56 % I will complete some of the project(s) myself and hire a contractor for some of the project(s) I will only do the project(s) myself (DIY) DIYers love to DIY, but just because a project is outside of their skill set doesn t mean they don t want the final project in their home. Help them bridge the gap by offering easy access to professionals in their area who are familiar with your products. 7 2015 DIY Consumer Marketing Trends Report
The DIYers Home Where DIYers Live What best describes where you live? 99% of DIYers own their house or apartment But 80% of renters live in a house, so don t neglect the renters! They love to DIY too. House 95% Apartment/Condo 3% Townhouse 2% 0 25 50 75 100 8 2015 DIY Consumer Marketing Trends Report
The DIYers Home How long they ve lived there How long have you lived in your current residence? The majority of DIYers have lived in their houses for 11 years or longer. 0-2 Years 3-5 Years 6-10 Years 11+ Years 13 % 24 % 25 % 38 % The effects of how long the majority of DIYers have been living in their homes is seen in the types of projects they take on and the reasons they do them. Most projects are bigger, like kitchen and bath remodels. They re willing to make the investment because they ve been there for a while and plan to be there into the future as well. 0 10 20 30 40 9 2015 DIY Consumer Marketing Trends Report
The DIYers Home Where DIYers Live 5.4 % 6.6 % 20 % 6 % Over 40% of DIYers live in the South Atlantic and East North Central regions. 13.2 % If you re trying to focus your efforts on a few key regions, these two areas are some of the ripest 12 % 21.6 % for the picking. 8.6 % 6.6 % South Atlantic East North Central Mid Atlantic Pacific West South Central West North Central East South Central New England Mountain 10 2015 DIY Consumer Marketing Trends Report
The DIYers Home How DIYers Stack Up with National Population Averages 24 18 12 6 0 New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific % of population The DIYer Population is more than a reflection of the respective region s population density. We wanted to make sure that the percentage of population that DIYs in each region wasn t just reflecting the fact that some regions contain a larger percent of the national population. In the areas with the largest amount of DIYers (South Atlantic and East North Central), the percent of the population that DIYs is actually larger than that region s percentage of the whole US s population. % of population that DIYs 11 2015 DIY Consumer Marketing Trends Report
DIY Projects - Types, Planning & Budgeting Why DIY Why would you decide to DIY a home project instead of hiring a contractor? 38+30+28+3+1 3 % 1 % 28 % 39 % Save Money It s simple enough to do myself I enjoy doing this type of project/work I wanted a very custom look Other The three biggest reasons why people DIY are Saving Money, the project is relatively simple, and they enjoy doing the work. Paying for labor on a project they can complete themselves doesn t seem like a smart move to DIYers. They aren t afraid to pay more when it s worth it, but they re more likely to spend on something that offers a clear added value. 30 % 12 2015 DIY Consumer Marketing Trends Report
DIY Projects - Types, Planning & Budgeting Projects Planned for 2015 Survey participants were asked to select up to 3 projects they plan to DIY in 2015 Painting Landscaping Bathroom Remodel Flooring Outdoor Deck/Space Kitchen Remodel Doors / Windows Closet / Organizing Living Room Bedrooms 13 % 12 % 18 % 17 % 24 % 23 % 28 % 33 % 32 % 52 % The majority of DIYers have lived in their houses for 11 years or longer. The effects of how long the majority of DIYers have been living in their homes is seen in the types of projects they take on and the reasons they do them. Most projects are bigger, like kitchen and bath remodels. They re willing to make the investment because they ve been there for a while and plan to be there into the future as well. 0 15 30 45 60 13 2015 DIY Consumer Marketing Trends Report
DIY Projects - Types, Planning & Budgeting Length to Plan for Projects How far in advance do you plan out the project before beginning a home improvement project? 80% plan for 0-6 months before getting started 42+38+10+10 10 % 42 % 38 % 10 % 0-3 Months 4-6 Months 7-12 Months I typically don t plan ahead. I start when projects when I feel inspired. Although they re reading blogs and scanning Pinterest all year, once DIYers start actively planning they aren t far from making a purchase. So if DIYers are visiting your website, they re likely looking to purchase your products within the next six months. 14 2015 DIY Consumer Marketing Trends Report
DIY Projects - Types, Planning & Budgeting Planning for Kitchen & Bathroom Remodels DIY Kitchen Hire a Pro Kitchen 15 % 18 % 37 % 43 % 31 % 45 % 0-3 Months 4-6 Months 7-12 Months Your sales funnel and online content should reflect the DIYers short planning period. Don t bog down your website with salesy content that lacks substance. Give DIYers clear and concise product information to help them make the right choice for their project. DIY Bathroom 11 % 40 % 38 % Hire a Pro Bathroom 13 % 31 % 43 % 0 10 20 30 40 50 15 2015 DIY Consumer Marketing Trends Report
DIY Projects - Types, Planning & Budgeting Budget How much do you plan to spend on home improvements in 2015? 5+10+16+37+32 32 % 37 % 5 % 10 % 16 % $101 - $500 $501 - $1,000 $1,000 - $2,000 $2,000 - $5,000 Over $5,000 42% plan to spend $5K or more on their Kitchen or Bath Remodel Having helpful project info on your website can build loyalty with DIYers. Post guides to staying on budget and project materials checklists to your website so you become their go to resource. ADDITIONAL DATA About 50% say they always stick to their budget while the other 50% usually go over or don t budget at all. 16 2015 DIY Consumer Marketing Trends Report
DIY Projects - Types, Planning & Budgeting Project Purpose What is your main reason for making improvements to your home? 12 % 31+30+13+13+10+3 13 % 10 % 3 % 30 % Make the living space more enjoyable General updates as needed due to wear and tear of the home Update the look of the space Increase the value of the home Fix an issue with the space Get the house ready to sell DIYers have been in their houses for a while and are making changes so they can stay even longer. One purchase from your brand will likely lead to many more over the years as DIYers take on more and more projects to continue to adapt their current homes to fit lifestyle changes like more children, new hobbies or children leaving the home. 30 % 17 2015 DIY Consumer Marketing Trends Report
DIYers and Professional Contractors Contractor vs. DIY Why would you decide to hire a contractor to complete a home project instead of DIYing the project? 9 % 7+25+41+9+15+3 3% 7 % 15 % 41 % 25 % I don t have the time to do it myself I want better craftsmanship, I couldn t do it as well myself It s too difficult of a project for me to take on myself I don t have the tools necessary for the project I don t know how to do the project myself Other The number one reason for DIYers to hire a contractor is because the work is too difficult. Building Materials Companies can use this info to their advantage in two ways: Make it easy for DIYers to connect with local contractors from your site. It will boost contractor revenue and grow contractor and DIYer loyalty with your brand. Include How-to videos on your site to help DIYers feel more comfortable taking on the project (and buying your products) themselves. 18 2015 DIY Consumer Marketing Trends Report
DIYers and Professional Contractors Projects for Professionals We asked DIYers about the top 3 projects they plan to hire a professional for 73% of DIYers plan to hire a professional to complete at least one project in 2015. Doors and Windows Bathroom Remodel Flooring 18 % 19 % 20 % Kitchen and Bath remodels make the top 5 for both DIY and Professional projects. Kitchen Remodel Outdoor Deck/Space Landscaping Painting Adding Smart Tech Addition to Home Other 6 % 6 % 6 % 11 % 12 % 13 % 16 % Although the projects are similar, it seems clear that DIYers are comfortable with painting and remodeling projects, but recognize that window replacements and flooring jobs probably require a professional. 0 5 10 15 20 19 2015 DIY Consumer Marketing Trends Report
Project Inspiration & Online Resources Inspiration for DIY Where do you get ideas and inspiration for DIY home improvement projects? TV Magazines In stores Family & Friends Pinterest Retailers Facbook Blogs Brands Instagram Twitter Houzz 8 % 8 % 9 % 15 % 18 % 23 % 39 % 31 % 49 % 54 % 63 % 61 % 0 20 40 60 80 84% of DIYers are looking at inspirational content all year round, not just when they want to start a project. DIYers are most inspired by completed projects. TV and Magazines are topping the charts because both offer comprehensive before and after footage with everything in between. 20 2015 DIY Consumer Marketing Trends Report
Project Inspiration & Online Resources Inspiration for Contractor Jobs Where do you get ideas and inspiration for home improvement projects that you d want a contractor to complete? TV Magazines In stores Family & Friends Pinterest Retailers Facbook Blogs Brands Instagram Twitter Houzz 12 % 12 % 9% 6% 6% 16 % 26 % 28 % 34 % 40 % 52 % 49 % 0 20 40 60 80 DIYers use similar inspirational tools for projects they ll do themselves and those they ll hire a contractor to complete. Most DIYers are watching shows or reading blogs about home projects all year long. They are most likely deciding in the moment whether they can complete the project themselves or will need to hire a professional based on the degree of difficulty of the project. Also, while Pinterest is solidly listed in the top 5, Houzz is actually dead last. 21 2015 DIY Consumer Marketing Trends Report
Project Inspiration & Online Resources Instructional Tools Once you ve chosen a DIY project, what research materials do you use to help you complete the project successfully? Search Engine Major Retailer s Website (ex. Lowes.com) TV Show (ex. HGTV) YouTube Ask for advice in retail store Magazines DIY Blogs Printed Instruction Manual Manufacturer Website Pinterest Books Houzz 7 % 3 % Family & Friends 20 % 27 % 24 % 31 % 40 % 39 % 36 % 50 % 50 % 49 % 61 % DIYers are looking for information in different ways once they start their project. Make sure you have the right content in the right place. Liveaction tutorials are even more important once the project is underway. Having helpful videos on your website that point out common mistakes or quick tips will help the DIYer if they get stuck. 0 20 40 60 80 22 2015 DIY Consumer Marketing Trends Report
Project Inspiration & Online Resources Videos Do you watch online how-to videos about home improvement projects? Which device are you most likely to use to watch how-to videos? 88% of DIYers watch online how-to videos. Your audience is looking for the 88+12 No Yes 12 % 88 % 100 75 50 25 Laptop 86% Tablet 33% Smartphone 22% added help from how-to videos. Offering easy to follow, brief videos that are compatible on all devices is simply a must for building materials brands who want to appeal to the DIYer 0 23 2015 DIY Consumer Marketing Trends Report
Project Inspiration & Online Resources What Devices are DIYers Using? When researching instructions for DIY projects online, which device(s) do you use? The growth of people using more than one type of device is very prevelant in the home improvement industry. Laptop/Desktop Tablet Smartphone 39% 37% 95% People are using their tablets and phones when they are in the store purchasing as well as when they are actually completing the job. It is critical that any digital/web materials you have are available on all devices 0 25 50 75 100 24 2015 DIY Consumer Marketing Trends Report
DIYers and Building Materials Brands Do Brand Names Matter? When researching about the materials/products you will need to complete your project, do you research specific brands (of those products) or just those types of products in general? 78+21+1 1 % 21 % 78 % I research both the products and the brands. I only research the products and tools I will need for the project, I do not care about the brand. I only research about brands. DIYers do care about brands, but they don t want to just blindly purchase brand names. Paying for things like Google Adwords or Retargeting ads can help bring more DIYers to your page who are searching for products your company sells. 25 2015 DIY Consumer Marketing Trends Report
DIYers and Building Materials Brands How DIYers Learn About Your Brand For the home improvement products you ve used on past DIY projects, how did you learn about these brands? Home Improvement retail stores (Lowe s, Home Depot, etc.) Searching online Home Improvement Shows Recommendations from family & friends 52 % 50 % 58 % 74 % Having a presence in big box stores is important, but there are many other viable tactics to build brand recognition with consumers. If you re not in big box retail, focus on increasing your search ranking to better compete with bigger names. Home Improvement or DIY blogs 39 % Recommendations from pro s 32 % Advertisements 27 % Social Media 18 % 0 20 30 60 80 26 2015 DIY Consumer Marketing Trends Report
DIYers and Building Materials Brands 8 % 12 % Biggest Frustration with Websites We asked DIYers to tell us, in their own words, about their biggest frustrations when using the websites of building materials companies. The majority of their answers fell into these seven categories: 36+25+12+8+7+6+6 7 % 6 % 6 % 36 % Poorly written content General Issues Availability Issues Navigation Issues Online Reviews Issues Website quality issues Other Poorly written content ranks as the number one issue. This comes down to does your content speak to your audience instead of talking at your audience. One of the quotes we received from this question was They think everyone is an expert. This just goes to show that the importance of your content on your site is critical to not only selling your product but your brand s perception in the eye of the DIYer. 25% 27 2015 DIY Consumer Marketing Trends Report
Purchase Influencers Quality vs. Price When purchasing home improvement products/materials, are you more likely to buy a high-quality product that may cost a little more or the least expensive product? DIYers are conscious of their spending, but they are not cheap. 86+14 14% 86% Quality Price Don t be fooled by the DIYers desire to save money on their projects. They may want to save, but they still want the job done right. 28 2015 DIY Consumer Marketing Trends Report
Purchase Influencers What Quality Means to DIYers What does quality mean to you? 34+22+13+9+6+5+4+3+2+2 6 % 9 % 5 % 3 % 2 % 2 % 4 % 13 % 22 % 35 % Durability Reliability Features & Functions Look & Feel of the product Material Type Customer Reviews Brand Name Familiarity with the brand/ product Eco-friendliness Warranty DIYers want the projects they create and the tools they use to be around for a long time. DIYers want to buy products that will stand up to the test of time. They want to know your products will help them complete not only their current project, but future projects as well. 29 2015 DIY Consumer Marketing Trends Report
Purchase Influencers Features DIYers are Willing to Pay For Would you be willing to pay more for... Products that help save money on things like water or electric Products that are less toxic for you or the environment 86 % 94 % DIYers are environmentally conscious and want to purchase from like-minded eco-friendly companies. Clearly label your products with your environmental statement, green practices and certifications. Products made by brands with environmentally sustainable practices Products that were made either partly or fully from recycled materials Products that sync with phones and offer updates and alerts 44 % 60 % 65 % When it comes to technology in the home, consumers are still adapting to the change, but experts project this 44% stat to grow significantly over the next 3 years. 0 25% 50 75 100 30 2015 DIY Consumer Marketing Trends Report
Social Media Inspiring Through Social Media Have you ever taken on a home improvement project or bought a product that you originally saw a home improvement brand post about on social media? 13+12+10+65 65 % 13 % 12 % 10 % Yes, I have purchased a product based on a brand s social media Yes, I have started a project based on a brand s social media. Yes, I have both started a project and bought a product based on a brand s social media No, I ve never started a project or purchased a product based on a brand s social media Social media is getting traction: 35 % of DIYers have started a project or bought a product they originally posted by a brand on social media. While that s not a small number, focusing on gaining interaction and engagement with users rather than getting them to purchase your products or take on new projects will be a better use of your time. Don t abandon posting about your products and their many uses, just make sure you include the right mix and the right voice to achieve the results you want. 31 2015 DIY Consumer Marketing Trends Report
About About. Zach, Beth and our whole team at Venveo would like to thank all of our survey participants. Your input is invaluable and we are proud to represent your feedback in this report. About Venveo Venveo helps Building Materials companies grow sales through their digital and online presence. Our knowledge of products, construction practices and cross-channel marketing helps us to grow not our client s sales but also ROI for their marketing efforts. About Zach Zach is the Founder and Creative Director at Venveo. He has over 10 years experience helping brands get the most out of their digital presence. Zach knows how daunting the digital world can be, and is an expert at helping building materials companies understand where to concentrate their efforts in digital marketing and how to grow their sales through their website even if they re brand new to the digital scene. About Beth Beth is Venveo s Content Strategist. She knows that content is what can make or break digital efforts, and she helps our clients find the right voice and post the right content for their audieces. Want to know more? If you re looking for more information on how your building materials company can win in digital, Venveo s Blog offers great resources to help get you started. 32 2015 DIY Consumer Marketing Trends Report