Generation Y has the largest share of online purchases of DIY products

We already discussed that DIY products are still lagging behind a bit when it comes to online purchases when compared to other products groups.

We already discussed that DIY products are still lagging behind a bit when it comes to online purchases when compared to other products groups.

For this post, I would like to zoom in on the share of purchase via online shops of DIY products by the different generations. We already learned which websites are used most for online purchases of DIY products and the percentage they spend online vs offline.  

Based on the Q2 2016 report of the European Home Improvement Monitor (research amongst 26,400 consumers in 11 European countries) we also know the difference in behavior of the generations when it comes to home improvement and the purchase of DIY products. We know for example that the Baby Boomers have the highest percentage of DIFM jobs.

It’s also interesting to see which generation has the highest share of online purchases of DIY products. The number 1 spot might not be a huge surprise, it’s generation Y. However the thing I find most striking is the relatively high share of online purchases of DIY products by Baby Boomers. One of the explanations could be the fact that Baby Boomers have more experience in DIY jobs and are more familiar with products & Brands. They know what they want and need less advise. Both possible requisites for buying online.

In the pursuit of higher online sales, this target group should not be forgotten. Although they have the lowest percentage, 4% is still significant given the size and available income of this demographic group. That being said, the Baby Boomers do have the highest share of purchases done in DIY stores. There are also some stark contrasts per country. German and British baby boomers are nearly as likely to buy DIY products online as the other 2 generations.

The difference between generation X and Y is much smaller when it comes to online purchases of DIY products. Generation Y is slightly more inclined to try other channels (not only online). They for example also have the highest share of purchases done at a wholesaler focused on professionals.

In case of any questions about this research, please feel free to contact me at hoogenboom@usp-mc.nl