Study Uncovers Differences in How Female DIYers Approach Home Improvement Projects
Jun 04, 2024
In response to emerging trends and evidence suggesting a gender divide in the DIY home improvement sector, the Home Improvement Research Institute (HIRI) conducted a comprehensive study to examine these disparities. This research was initiated under the hypothesis that underlying discrepancies might reveal a different narrative for female participants, particularly in how they access and engage with DIY home improvement projects.
It seems like everyone is getting into DIY home improvement these days, sometimes out of necessity, sometimes for fun, and sometimes for budgetary concerns. The proliferation of content creators across digital platforms means it’s fairly easy for an interested DIYer to find a tutorial or demonstration for nearly any type of home improvement project.
But that doesn’t mean everyone approaches home improvement projects in the same way. From planning to purchasing to carrying out the actual labor, we can see noticeable variations among female and male DIYers, along with generational differences among homeowners.
Our recent study, “Do-It-Herself: Analyzing the Female DIY Experience,” released in May, takes a closer look at these differences, investigating the variation in DIY experiences among women across demographics — and why those variations should matter to home improvement product manufacturers and retailers.
It’s important to explore women’s DIY progression and the unique challenges they face, as well as identifying commonly utilized resources and planning behaviors among female DIYers in order to successfully capture the attention and demand of this market segment.
Is There a Gender Divide in DIY Home Improvement?
According to HIRI’s DIY Female Study, there is a notable gender divide in the DIY home improvement sector, with differences in how female homeowners access and engage with DIY projects.
Among the female demographic, there also are significant influences from age, income, education, and race. For example, our research shows that the higher the income level, the higher the percentage of female homeowners with DIY experience. Additionally, while necessity-based motivators are common among DIY homeowners of all genders, they are more pronounced among females.
Cost savings is another significant motivator for females, while motivators like “Personal interest” and “Learning desire” are comparatively less prevalent. In general, cost savings is a high driver of DIY activity across genders, as homeowners are sensitive to inflated prices for products and labor and, consequently, very intentional about how and where to spend on home improvement activity.
HIRI’s 2023 Monthly Home Improvement Tracker found that the majority of homeowners who completed projects in 2023 chose to do it themselves, rather than hiring a professional, because they believed it would be cheaper for them to do the work and they felt they were able to do the work.
Along with budget constraints, a few common challenges faced by women (and at a higher rate than their male counterparts) include:
- Time constraints
- Physical demands and safety concerns
- Lack of confidence
Further, younger females are more likely to face challenges related to budget, while older females are more likely to face challenges related to physical demands and safety.
Results of the study also revealed that female DIYers have a slower progression to advanced projects, on average.
However, according to our study, younger generations have fewer gender differences and a shorter learning curve between simple and intermediate project types.
Additional research, from HIRI’s 2023 Project Decision Study, shows that marital status also comes into play, although less heavily than in the past. About 70% of homeowners who completed home improvement projects in 2023 were either married or living with a partner.
Household heads take on the most purchase responsibility for DIY projects, especially the male head. In 2023, about 27% of project purchases were made solely by female heads of house (HOH). Where we see this trend differ is when it comes to painting interior rooms and planting gardens/landscaping.
Females are more influential for projects that have more of an aesthetic component, such as interior painting; bathroom and kitchen remodeling; front entrance improvements; and gardening/landscaping. They are more likely than male HOH to both initiate and participate in designing these types of projects.
Engaging Female DIYers in Home Improvement Activities
At the end of the day, there is a valuable opportunity for organizations within the home improvement sector to enhance their engagement with female DIYers.
By tailoring marketing strategies and educational content to better meet the specific needs and preferences of women — by focusing on content that address their unique challenges — your companies can foster a more supportive DIY community and increase brand loyalty among female DIYers. This approach encourages greater participation and skill development among female DIYers, promoting a vibrant DIY ecosystem.
How Female DIYers Research Home Improvement Projects
For instance, an important insight that can be gained from our study is that female DIYers heavily emphasize preparation, thorough research, and cautious skills assessment prior to engaging in DIY projects around the house. Male DIYers, on the other hand, are more willing to take an exploratory approach to home improvement or engage in this activity for leisure or enrichment. They’re also more apt to take on advanced projects.
Overwhelmingly, female DIYers tend to be more cautious and careful when undertaking DIY activity, which manifests in a longer planning and research stage. They are less likely than male DIYers to use formal resources for this purpose, relying more heavily on peer learning, online videos, and home improvement shows.
As highlighted in HIRI’s Generations at Home report from 2023, there are also notable generational differences in the DIY research journey for building supplies and products. Millennials (those born between 1981 and 1996) use online sources for pre-purchase research at a higher rate than older generations; they also engage in a higher rate of research. The Silent Gen (those born between 1928 and 1945) has the lowest degree of “extensive” research, with 32% doing “very little” research or “none” at all. They also do the least online research.
Using HIRI Research to Inform Business Strategies
In order to capitalize on the opportunity presented by the female DIY sector, home improvement manufacturers and suppliers have to develop the right marketing strategies and targeted support to address their specific challenges.
HIRI’s DIY Female Study, available in full to HIRI members, is a must have resource for this purpose, with data that will inform you on fresh ways to engage the female DIY demographic and cultivate their loyalty. The study provides verbatim survey responses from DIY enthusiasts that offer practical insights into this group’s unique perspectives on preparation and planning; learning and development; project management; budget and resources management; and how they approach seeking help and overcoming challenges.
Become a HIRI member to access the full report and gain valuable insights into the female DIY market. HIRI members also have access to a wide variety of product- and project-level insights based on both professional and DIY shopping and purchase behaviors, with market-level analysis and channel-focused reporting to guide strategic decision-making.
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