Media habits of the do-in-yourselfers

A DDB Needham Worldwide consumer panel survey of 3,910 middle class respondents was taken to compare the media habits of do-it-yourselfers (DIY) and non-do-it-yourselfer market segments. Media technology ownership patterns of the two groups reveal that DIY consumers are more likely to be early adopters of media-related technology than the non-DIY public. The DIY market consists of individuals who perform their own home maintenance and repair work, and was responsible in 1984 for $38.6 billion in annual retail trade. This growing, influential market segment has been largely neglected by marketers. Firms involved in the DIY market have not historically had the time to devote to advertising or marketing planning. Growth of the DIY market is attributed to the fact that the 'baby boom' generation has attained the age when home ownership and child rearing are important. Other cultural and economic factors supporting growth of the DIY market segment are described.