• by Jack Loechner , Staff Writer @mp_research, September 3, 2002

Fixer Uppers Are Motivated Prospects for Advertising

According to a new study by Scarborough Research, an average of 49 percent of adults in 75 cities nationwide made any home improvements in the 12 months preceeding the study. The survey results indicate that consumers in smaller markets may be more likely to spend money on home improvements than their mega-city counterparts.

Ranking number one among the cities surveyed is Harrisburg, Penn., where 59 percent of the residents began a home improvement project in the past year. Following closely on the lead of Harrisburg residents, 56 percent of consumers in Buffalo, N.Y. and Toledo, Ohio initiated a home improvement project. Other markets that hammered their way into the top 10 include Detroit; Flint, MI; Atlanta; Syracuse, N.Y.; Rochester, N.Y.; Indianapolis and Cincinnati.

Meanwhile, consumers in Honolulu were the least likely to get into the swing, with only 37 percent enhancing their homes in the past year, ranking their city number 75 among those in the survey. Other large metropolitan cities whose residents performed less than average work on their homes include Fresno, Calif., Las Vegas; New York; Chicago; Miami; Los Angeles; Washington, D.C.; San Francisco; and San Diego.

"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 Advertiser Marketing Services, Arbitron Inc./Scarborough Research.

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.

Forty-six percent of the people who engaged in home improvement projects are between the ages of 35 and 54. 63 percent are married and 55 percent have household incomes of more than $50,000 per year.

Additional findings from the study include:
- Internet users who have spent $1,000 or more online are 19 percent more likely than the norm to initiate home improvement projects.

DIY activity included
- 53 percent of consumers remodeled their kitchens themselves.
- 78 percent did their own interior paint or wallpapering,
- 76 percent landscaping
- 61 percent remodeled bathrooms

The home improvements that rank high among paid labor include:
- 81 percent installing a home security system
- 76 percent heating or air conditioning
- 63 percent carpeting and floor covering

You can find out more here.