MarketResearchReports.Biz: Hispanics and DIY Home Improvement Industry Analysis - US - April 2013

TABLE OF CONTENT

SCOPE AND THEMES

What you need to know

Definition

Data sources

Consumer survey data

Advertising

Abbreviations and Terms

Abbreviations

Terms

EXECUTIVE SUMMARY

THE CONSUMER

Hispanics’ homeownership, DIY home improvement, household size

Homeownership and its influential effect on DIY home improvement activity

Figure 1: Hispanic homeownership rate and the Hispanic DIY share of home improvement spending, selected

years 2001-11

Larger size of Hispanic households translates to a communal decision

Figure 2: Households, by number of people in the household—Hispanics versus all households, 2011

Home improvement spending in the last 12 months

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Strong predisposition toward store and brand loyalty and partiality for shopping with family differentiate Hispanic home improvement DIYers. Likewise, family size is a major consideration, as these households may have special repair and upgrade needs for the home. The large, rapidly growing, and relatively youthful Hispanic population means that increases in their purchasing power will be extended throughout the near future, and that investment in gaining a Hispanic customer should reap long-term benefits.

Some questions answered in this report include:

• How does the number of people in the average Hispanic household impact DIY activity among this group?
• What can DIY home improvement retailers do to maximize sales from Hispanics?
• How should the marketing messaging be addressed toward Hispanic DIYers?

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