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A Profile: The DIY Consumer

THE DIY CONSUMER videology A Profile: ww. MARCH 2013 DO YOU PLAN TO DO REMODELING OR HOME RENOVATIONS THIS YEAR? 1ef 3 Almost out of 18% DEFINITELY ONLINE CONSUMERS ARE LIKELY 14% TO DO HOME IMPROVEMENT PROBABLY PROJECTS THIS YEAR. MAYBE 13% Pain Paint Paint PROBABLY NOT 41% DEFINITELY NOT PA INT Answer Deesn't matter ENDEMIC DIY CONTENT IS NOT AS STORE 42% 30% IMPORTANT TO THE YOUNG ADULT NO YES 28% 50% OFF DO YOU FIND 21% 18-24 DOESN'T MATTER 31% 29% AUDIENCE 25-34 HOME IMPROVEMENT DOESN'T KNOW 21% 31% 35-44 ADVERTISING MORE 21% 45-54 EFFECTIVE WHEN IT APPEARS WITHIN 55-64 65+ .. .. 34% RELATED CONTENT? WHILE CONTEXTUAL TARGETING IS A POPULAR WAY TO TARGET DIY CONSUMERS, MORE THAN HALF SAY THAT HOME IMPROVEMENT ADS ARE JUST AS EFFECTIVE BEYOND ENDEMIC CONTENT. THIS SUPPORTS THE USE OF DATA-DRIVEN AUDIENCE TARGETING TO REACH DIY CONSUMERS ACROSS MEDIA GENRES. WHICH OF THE FOLLOWING DEVICES DO YOU USE TO WATCH HOME IMPROVEMENT TELEVISION PROGRAMMING/VIDEOS? WHILE 44% OF ONLINE CONSUMERS DO NOT WATCH THIS PROGRAMMING 32% WATCH DIY ON TELEVISION, 17% WATCH ONLINE. 4% 44% 17% 3% IMPROVEMENT PROJECTS WITHIN THE NEXT YEAR (23%), AS WELL AS WOMEN (21%) AND ADULTS AGED 18-24 (24%) - SUGGESTING A HIGHLY ENGAGED AUDIENCE. THE HIGHEST PERCENTAGE OF CONSUMERS WATCHING HOME IMPROVEMENT PROGRAMMING ONLINE INCLUDE THOSE DEFINITELY PLANNING HOME YOU EVER SEARCH FOR ADDITIONAL PRODUCT INFORMATION ON YOUR MOBILE DEVICE? WHEN IN A HOME IMPROVEMENT STORE, DO BACK ABOUT YES ONE OUT OF EVERY 16% FIVE DIY CONSUMERS NO DO IN-STORE RESEARCH WOMEN 14% ON THEIR PHONE. MEN ARE SLIGHTLY MORE LIKELY THAN NOT 61% MEN 19% APPLICABLE 14% WOMEN TO DO MOBILE SEARCHES FOR ADDITIONAL 4 INFORMATION. THE DIY CONSUMER IS MORE LIKELY THAN THE AVERAGE PERSON TO: BE A TV TIMESHIFTER CELEBRITY MAGAZINES FOLLOW NASCAR TRADE STOCKS SHOP ONLINE OWN A PET DO TAXES ONLINE GO ON CRUISES READ FASHION/ BROKERAGE ACCOUNT GIVE TO A CHARITY DRIVE AN SUV OWN AN RV HAVE KIDS BE MARRIED OWN A TRUCK HAVE A DO YOGA VISIT THEME PARKS 48% 47% 45% 36% 42% 45% 39% 40% 39% 38% 37% 35% 32% Videology (videologygroup.com) is an enterprise media technology for agencies and publishers. Videology provides end-to-end, holistic, cross-device and cross-format solutions to improve ROI for advertisers, agencies and publishers. *INCLUDES THOSE WHO SHOPPED AT A HOME IMPROVEMENT STORE IN THE PAST 30 DAYS; DIY ENTHUSIASTS; GARDENING ENTHUSIASTS - FEB 2013 Source: Videology, online survey, February 2013, based on 415 U.S. respondents. ww- www- ONLINE

A Profile: The DIY Consumer

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All you need to know about the DIY consumer from Videology

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