Consumer Insights

Despite the chaos of the pandemic, home improvement DIY projects remain a strong consumer vertical. The Farnsworth Group and the Home Improvement Research Institute (HIRI) reported in its DIY Home Improvement Monthly Tracker for November 2021 that 32.2% of surveyed consumers said they “will definitely start some DIY project” during the next few weeks, which is consistent with August, September and October’s results.

Radio dovetails almost perfectly with the Millennials and Gen Xers who are the prime consumers planning any home improvement project during the next 12 months, according to the data from five representative 2021 consumer/market surveys conducted by The Media Audit.

In each of these markets, almost 50% of all adults are planning those projects: Orlando 49.6%, Columbus 48.7%, Chicago 48.1%, Phoenix 46.5% and Monterey-Salinas, CA 46.2%. Collectively, Millennials and Gen Xers account for 53.9% to 61.9% of all adults planning any home improvement project.

A comparison of heavy exposure to radio (180+ minutes during an average day) by generation shows Millennials and Gen Xers with the largest indices, with positive indices for Gen Zers in some markets. The table below clearly shows the efficiency of radio as the indices for the older generations are all less than the market average.

“With many people working from home since the beginning of the pandemic, a new niche of home improvement consumer has emerged,” said Nick Miller, Vice President, The Media Audit. “Not only do they want to upgrade the room or area where they are working, but also they are more likely to notice needed or desired projects.”

The second table shows the indices of heavy exposure to radio daily of adults 18+ by their work-at-home status, including those who are employed full-time, but don’t work at home for comparison purposes. Almost all exceed the market average and some substantially.

Home-improvement retailers and contractors have an opportunity to appeal to the large work-at-home audience with special offers or a discounted home office product with a qualifying purchase.