It’s no surprise that DIY homeowners have different approaches to researching, purchasing, and using home improvement products and materials for their various projects based on income level, age, and other demographics. Which product is being shopped also has a significant influence.
Customer usage and attitude research shows, however, that there are also variations within the purchase journey based on what type of DIYer a person might be—whether they engage heavily and regularly in DIY home improvement activities or they only tackle light, uncomplicated projects.
There is always nuance between DIY levels. The basis of these differences lies in the degree of project sophistication that these individuals are willing to take on.
What are the Different DIY Homeowner Segments?
When looking at DIY homeowners and how to connect with them as a building products brand, it can be helpful to categorize these customers into three distinct segments.
Light DIYers are defined as individuals who do maintenance and cosmetic work around their house, including interior painting, wallpapering, nailing, and simple repairs. They tend not to want to do anything too complicated, technical or specialized.
Moderate DIY homeowners, on the other hand, feel more comfortable doing repairs and medium-sized projects around the house, and they don’t shy away from complicated or time-consuming tasks, from replacing fixtures in a bathroom and installing doors to simple carpentry and even flooring and shelving projects.
Lastly, there are Heavy DIYers. They hardly leave any projects for the pros, preferring instead to tackle even complex and significant home improvement tasks, including structural repair and building. They’ll add a new room, build a deck, remodel a bathroom, finish a basement, or even consider buying a “fixer-upper” home to renovate—taking on a majority of the work themselves.
How Different DIY Levels Influence the Buyer’s Journey for Homeowners
According to market research from the 2024 Building Products Customer Guide, put together by our team at The Farnsworth Group in partnership with Venveo, Here is look at how the buyer’s journey, as well as purchase-decision factors, differ among homeowners based on distinct DIY levels:
1. Heavy DIYers Prioritize Product Availability
Heavy DIYers demonstrate a higher inclination toward trying new suppliers than other DIYers. Approximately 34% explored new options in the past year compared to only 13% of Light DIYers. For a majority of Heavy DIYers, they value having the products they need in stock, which is why they’re willing to try new retailers if the one they typically use doesn’t have their brand or product available. Additionally, the availability of online ordering and curbside pickup are significant factors for selecting a supplier, particularly for Heavy DIYers.
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2. Heavy DIYers Exhibit High Levels of Brand Loyalty
Because they are taking on more sophisticated projects—which, in general, involve more materials and higher costs—Heavy DIYers typically have strong brand loyalty across all product categories. They know which brands they like and can trust. Some reasons why DIYers might choose to sample a new brand include saving money and ease of use. Compared to Light and Moderate DIYers, Heavy DIYers also place a higher value on customer support, quick installation, warranty options, and overall increased project value.
3. Light DIYers are Motivated to Try New Brands Because of Availability
Light DIYers stand out in that they are more motivated than the other groups to try a new band because of availability. If they’re anxious or excited to get a task done, they are willing to settle for a second, or even third, option, rather than delaying or shopping around at other suppliers to find a specific brand. Additionally, the projects they’re doing are smaller and less significant, so utilizing a particular brand doesn’t bear the same importance.
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4. Rising Costs are Affecting All DIYers
Among the differences, we see similarities between DIY homeowners. For example, the inflated costs of building materials and products are affecting all DIYers to some degree. However, this is felt more significantly by Heavy DIYers, simply because they’re doing a higher volume of work on a more regular basis. Overall, they’re a bit more aware of cost changes over the past few years. About 81% reported project delays or stopping their project altogether because of product costs. Meanwhile, about two-thirds of homeowners in the Light and Moderate DIYer categories have put off projects because of cost.
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5. Moderate and Light DIYers Care More About Promotions and Deals
The price sensitivity of Light and Moderate DIYers manifests in a slightly different way. For example, they are more inclined to go online to check prices and price shop with different suppliers of home improvement brands. Additionally, nearly half of Light DIYers and about 43% of Moderate DIYers are looking for sales, promotions, and specials, compared to only one-third of Heavy DIYers.
6. Heavy DIYers Use Manufacturer Websites and Social Media for Research
It may not come as a surprise that Heavy DIYers are more likely than their counterparts to use manufacturer websites to research home improvement products and materials. This might be because they are more familiar with and attached to certain brands. They feel comfortable leaning on information from specific manufacturers. What may be a little less intuitive is they use social media more frequently than either Light or Moderate DIYers to get building product information. In fact, only 14% of Heavy DIYers report not using any social media, compared to 20% of Moderate DIYers and 33% of Light DIYers. This is because of their heightened need for brand and product information to complete more complex tasks. YouTube is the most used platform, with Facebook and Instagram also being popular for home improvement activities.
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7. Quality, Availability and Price Drive Product Purchases
In general, all DIYers are motivated to purchase certain products because of quality, availability and price. Light DIYers are slightly more likely to be motivated by ease of installation. Heavy DIYers, on the other hand, care more about sustainability and that the products they purchase are made in the United States. Plus, they are big fans of product samples, with nearly half citing that as a product-purchase driver, compared to 31% of Light DIYers and 34% of Moderate DIYers.
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Understanding Customer Usage and Attitude Towards Home Improvement Products
DIY homeowners are not all the same, and shouldn’t be treated as such by home improvement brands if you want to optimize your reach and success within this market. Conducting a customized survey about customer usage and attitude will help you dig deeper into how DIY customers—at different levels—interact with your particular brand and products. The Farnsworth Group offers customer usage and attitude research services, and we can work alongside you to uncover important data and insights to guide tactical decision-making for your company.
