19
DIY Market
DIY penetration and purchasing decision drivers
DIY e-tailing penetration varies by category. Online is preferred for discretionary and research-intensive
purchases, and stores are preferred for urgent break-fix/items with a low price/weight ratio. Performance and
appearance accessories plateau at a high level of e-tailing penetration at ~60 percent, while major break-fix
component groups are stabilizing in the 20-40 percent range, largely dependent on price versus weight, and
the urgency of need.
Deep dive into each product category required to fully understand the reality 47%
19%
14%
20%
If you
needed
this for
a job,
what
would
you do?
Purchase in a nearby retail store
Purchase via website and pickup in store
Purchase via website and have shipped
34%
19%
47%
81%
10%
9%
96%
2%
2%
Discretionary Urgent break-xLow price weightvs.vs.
Handling & performance
accessories Motor oil
How long
are you
willing
to wait?
Need immediately
1 day
2 days
15%
15%
20%
3 or more days50%
67%
9%
7%
17%
Belts & hoses
Source: DIY Customer survey, Dec 2017, N=3212
DIY customers perceive that e-tailers offer the best combination of price and in-stock availability, which drive
approximately two-thirds of the purchase decision. The other main c
riteria considered include convenience
and ease of use, selection, customer experience, and product information.
Seventy-five percent of DIY customers do online research before in-store purchases, and 53 percent compare
prices, with two-thirds of those saying e-tailers have better prices than stores. Willingness to wait varies widely,
depending on the category.
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