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Product Purchase Tracking Study


Consumer Mail Panel Members
Homeowners Only
Nationally Representative Sample

3,952 Households

Measure and track purchase incidence of 231 home improvement products in calendar 2009

Profile product purchasers demographically and identify brand influencers and product installers/users

Provide purchase outlet information for each specific product

Measure and track participation in 37 different home improvement projects

Profile project participants demographically and identify who selected and purchased the products used for projects and who actually did the work

Measure level of agreement with a series of 37 attitudinal statements about the home and home improvement activities and purchases. (A cluster analysis was performed based on respondents' responses to each statement which identified six distinct consumer segments.)

Collect detail on home improvement shopping habits, sources of information on home improvement products and projects and media popularity for purchasers (books, magazines, and TV).


Products purchased in calendar 2009 and the average prices paid for each of them Age and sex of buyer
Outlet types where individual products were purchased
Primary influencer in brand selection Primary product installer or user
Project activity in calendar 2009 and the dollar amounts spent for each
Identification of person who did majority of work for each project
Identification of person who purchased majority of products for each project
Paid home service activity in calendar 2009
Attitudes held by homeowners regarding their home and home improvement
Selected other questions on home improvement activities
Additional demographic information on product purchasers including household income, education level of head of household, geographic location (based on 9 census divisions), presence of children, etc.


Report includes summary analysis plus detailed computer tables in CD-ROM format, which segment responses by demographics and consumer segments. Sample table is available upon request. Comparable data is also available for previous years. (Note: Actual products and outlets used for purchase, as well as certain questions vary somewhat year to year.)

Product List
Product Category Detail


Door knob/lock set
Dead bolt lock
Decorative door hardware
Cabinet hardware
Shelving hardware/brackets
Storage/closet organizer system
Storage hooks/pegboard hooks/hanging devices
Heavy shelving system for garage or basement
Door hinges
Gate hardware

Electrical & Lighting

Interior light fixture
Exterior light fixture
Light switch
Loadcenter or breaker box
Electric wire/cable
Ceiling fan
Garage door opener
Smoke/gas/radon detector
Home security system
Motion detector lighting
Household/everyday light bulbs
Flood/spot light bulbs
Fluorescent tube light bulbs
Globe light bulbs
Decorative light bulbs
Surge protection
Vanity cabinet lighting
Door bells and chimes
Electrical generator
Extension cord
Receptacle or elelctric outlet
Wall Plate
Ground fault interrupter outlets

Power Tools/Accessories

Cordless drill
Cordless power screwdriver
Cordless combo kit
Cordless high-speed rotary tool
Cordless spiral saw/drywall cut-out tool
Cordless saw
Other cordless tools
Corded drill
Corded jig saw
Corded circular saw
Corded reciprocating saw
Corded sander
Corded router
Corded high-speed rotary tool
Corded spiral saw/drywall cut-out tool
Corded grinder/polisher
Corded combo kit
Corded bench tools
Other corded tools
Drill bit Screwdriver bit
Router bit
Circular saw blade
Other saw blade
Sanding sheets/disks
Accessory set
Hole saw
Grinding wheel
Bench tool accessories
Router table
Other accessories

Hand Tools/Accessories

Level Hammer
Wrench (including socket)
Saw (hand, hack, etc.)
Measuring tape
Staple gun
Staples for staple gun
Tool box
Glue gun
Utility knife/blade
Tool set
Tool belt
Electronic measuring device
Stud finder
Saw horse
Work gloves

Lumber & Building Materials

Ceramic tile backer board
Synthetic decking material
Exterior siding
Drywall/gypsum board
Panel products (plywood, particleboard, etc.)
Drywall repair kit
Weather stripping/home weatherization
Rain gutter
Concrete mix

Paint & Sundries

Spray paint
Exterior paint
Interior paint
Interior stain
Exterior stain
Chemical stripper
Spackling Sandpaper/steel wool
Paint brush/roller/pan/pad
Paint sprayer/power roller
Paint scraper/putty knife
Exterior waterproofer/wood preservative/sealant
Cement repair/maintenance waterproofing products
Aerosol foam insulation
Paint thinner
Driveway Sealer

Wall, Window, Ceiling & Floor Coverings

Ceiling tiles/panels/grid
Window treatments
Paneling Ceramic tile
Vinyl floor tile/sheet
Hardwood solid wood flooring
Laminate flooring
Carpeting (wall-to-wall)
Decorative mirrors/tiles
Area rugs (3' x 5' or larger)
Natural stone flooring
Patio door
Exterior door
Storm/screen door
Regular window
Storm window
Interior passage door
Closet door
Overhead garage door


Toilet repair parts
Wall mounted shower head/nozzle
Hand-held shower head/nozzle
Sink repair item
Water softener
Water filtration system
Faucet repair parts
Water heaters

Kitchen & Bath Remodeling
Bath hardware (wall-mounted)
Kitchen cabinets
Garbage disposal
Bathroom vanity top
Bathroom vanity cabinet
Kitchen countertop
Bathroom sink
Kitchen sink
Toilet seat
Tub/shower surround
Tub/shower door
Bathtub (conventional, whirlpool)
Medicine cabinets
Toilet topper cabinet
Laundry room/mud room sink

Heating/Ventilation/Air Conditioning

Air conditioner (central or room)
Air purifier
Attic ventilation
Heat pump
AC filter
Bathroom exhaust fan
Electric wall/kickspace heater

Lawn & Garden

Landscape lighting
Lawn edger
Fertilizer Insecticide/pesticide
Garden hose
Leaf blower
String/line trimmer
Hedge trimmer
Riding lawn mower
Walk-behind lawn mower
Snow blower
Chain saw
Underground sprinkler system
Landscape fabric
Outdoor storage shed
Pressure washer
Weed killer
Grass seed
Outdoor gas grill
Longhandled tools
Hose reel
Stepping stones
Pruning tools
Concrete pavers
Retaining wall blocks
Concrete edgers

Major Household Appliances

Clothes washer
Clothes dryer
Microwave/hood combination
Freestanding range
Freestanding freezer
Range hood/vent
Cooktop/surface units
Wall oven/built-in oven


Home improvement magazines
Home improvement books
Home improvement videos/plans/software
Fire extinguisher
Mail box
Shop vacuum
Disposable shop towels

Projects Studied

stripped/refinished furniture
built patio/deck/porch
built/added room onto house
replaced/added windows
remodeled kitchen
remodeled bathroom
added bathroom
planted a garden
landscaped property
built carport/garage
repaired/maintained a/c unit or furnace
repaired major kitchen/laundry appliance
shampooed carpeting
electrical rewiring of home
walkway/sidewalk/driveway repair or maintenance
repaired portion of roof
replaced entire roof
remodeled existing room for home office
remodeled existing room for baby room
repaired portion of siding
replaced entire siding
installed acoustical tile/ceiling grid
cabinet refacing
finished/remodeled a basement
replaced/refinished flooring
painted an interior room(s)
painted exterior of home
installed electric generator
remodeled laundry room
added outdoor/patio kitchen
remodeled garage (remained a garage)
added home communication system
installed privacy fencing
added/replaced carpeting
stained an exterior wood surface
added/renovated a fireplace
reworked walls around home theater rooms to increase sound resistance

When considering the purchase of this study we ask you where else might you expect to find so much information about consumer DlY purchases of so many different product types at such a reasonable price. It quickly tells you who is buying, what they're buying and from which type of outlet they're buying . For a market segment which currently represents about 75% of the total home improvement products total, this information is well worth knowing and is certainly well worth the price.


2010 Study for non-members $3,295
2008 Study for non-members $2,495

Specific product category reports in each full report are available for $595 each.

Order Online!

For any questions regarding report ordering, please call (813) 627-6750.
For any questions regarding report content prior to ordering. please call (813) 627-6770.