Whether it’s because of the savings potential or just an outlet for creativity, more and more people are gaining interest in do-it-yourself projects and content. From Pinterest to entire television networks, there’s plenty of sources for DIY inspiration out there. And consumers seem to be taking notice. Marketing agency Venveo has put together a profile of the “DIY consumer.” So how many consider themselves to be interested in DIY content or projects? We asked 1,000 respondents about their thoughts on those projects and about what drives them to DIY.
In Ask Your Target Market’s latest survey, 25% of respondents said that they are very interested in DIY type content. And 40% said that they are at least somewhat interested. Females were slightly more likely than males to express an interest in DIY content, even though they are significantly more likely to use Pinterest. And there wasn’t a huge difference between age groups either. Those under 35 were slightly more likely to be interested in DIY content, but not by much.
Of those respondents who were at least somewhat interested in DIY projects, 67% said that they enjoy making their own food or coming up with their own recipes. 61% said that they are likely to take on DIY home projects rather than hiring professionals or buying pre-made products. 55% are interested in crafty projects. 48% are likely to DIY gardening or landscaping type projects. 36% are interested in making their own art. 28% are interested in DIY beauty projects. 27% are interested in DIY fashion or accessories. 24% work on their own tech or web development projects. And 22% make their own graphics or design projects.
Online videos seem to be the most popular source for DIY consumers to find inspiration. 59% of those interested in DIY content said they regularly find information about those projects from online videos. 54% read online articles or blogs. 44% seek out DIY content on social media. 36% get information from friends or family. 33% get inspiration from magazines. And 31% watch TV shows about DIY projects.
More specifically, 43% of respondents said that they currently have a Pinterest account. Of those respondents, 67% said that they regularly save content related to food or recipes. 57% pin DIY projects on Pinterest. 47% save pins about home décor. 38% save fashion content. 37% save funny or entertaining content. 36% save informational content. 35% save inspiration or quotes. And 16% use Pinterest to find or save other types of content, such as home remedies or contests.
Overall, 65% of consumers agree that DIY projects have become more popular in the last five years. But there are several different reasons why consumers might consider DIY projects over hiring professionals or just buying new items. 77% of DIY consumers said that they usually take on those projects because of the potential savings involved. 61% said they just like getting creative. 48% appreciate the ability to customize their projects. And 36% think it can sometimes be easier to take on DIY projects.
DIY is definitely a popular concept with a lot of today’s consumers. But for brands to capitalize on this growing trend, they need to not just rely on Pinterest. Online videos can actually reach more of the consumers who are likely to actually take on DIY projects. So if a company’s goal is to sell supplies that consumers can use for things like home projects, creating a video tutorial using those items could be beneficial. In addition, calling attention to the potential cost savings of DIY projects could help persuade even more consumers to take on those projects. However, it’s important to not make it too easy for people, since many enjoy the ability to be creative and to customize their projects. So things like pre-made kits may not help a business’s cause as much as simply providing guidance and instructions through online videos or social media.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on July 21 via AYTM’s online survey panel.