DIY's Digital Makeover: Understanding Today's Do-It-Yourself Shopper

April 2013

The number of DIY shoppers may have increased thanks to the economic downturn, but as the economy picks up it's clear that our love affair with home improvement is here to stay. In fact, 38% of Americans completed or considered a DIY project in the last year. These are young, digitally savvy consumers who are often embarking on an exciting new chapter in their lives (51% are first-time home buyers) and are therefore more likely to make purchase decisions based on quality and reputation rather than low price. As digital resources are now the main influencer of these decisions, it's imperative that brands do everything in their power to be found and be favorable online. Here's some key data points to get you started.

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