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Where to buy DIY products? Experience and age play a role

The level of DIY experience has the strongest influence on the share of consumers buying at DIY stores.

The level of DIY experience has the strongest influence on the share of consumers buying at DIY stores.

What influence do the level of DIY experience, age and income have on whether a customer buys DIY products at a DIY store? This question has been looked into by the market research company USP Marketing Consultancy. In doing so, it divided European consumers into renovators, light DIYers, decorators and the inexperienced. The highest proportion of those who purchase at DIY stores are renovators (55.8 per cent). These are followed by the light DIYers (47.8 per cent) and the decorators (40.9 per cent). The lowest is the proportion in the inexperienced group (33.5 per cent).

Another major influence on the choice of shopping location is age. The youngest group (18 to 34 years old) buy most infrequently from a DIY store (44.0 per cent). However the most frequent are not the 55+ group (45.9 per cent) - they have such work carried out for them by others relatively frequently (DIFM) - but the 34 to 55 year-olds (47.8 per cent).

Income has the least impact. However it can be said: the higher the income, the lower the tendency to use a DIY store as shopping location.

| 8 November 2018


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