“These findings suggest that some exceptional opportunities exist for home service advertisers who want to reach highly motivated consumers that are going to make home improvement purchases,” said Alisa Joseph, vice president, director of sales, Advertiser Marketing Services, Arbitron Inc./Scarborough Research. “Scarborough is one of the few sources that enables advertisers to examine specific local-market purchasing behaviors so they can move beyond preconceived notions and spot opportunities that may be less-than-obvious.”
The study also found that certain types of home improvements were more popular than others. Twenty-five percent of consumers had the interiors of their homes painted or wallpapered, or had landscaping work done. Meanwhile, only two percent had a home security system installed and a mere one percent added a pool or spa to their homes.
Despite the popularity of smaller home improvement projects, consumers are increasingly willing to spend more to make their homes look and feel better. More than a third (36 percent) of those who engaged in home improvement projects spent over $3,000, compared to about 30 percent in 1999.
Forty-six percent of the people who engaged in home improvement projects are between the ages of 35 and 54. Nearly two-thirds (63 percent) are married and 55 percent have household incomes of more than $50,000 per year.