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Consumer Profile–DIY
This section provides insight into the
demographics of the do-it-yourself
(DIY) consumer who purchases auto
care parts and components for the
purpose of performing maintenance and
repairs to their vehicle. The following
is a breakdown of their gender, age,
education, occupation, household
income, miles driven, vehicle type and
average vehicle age.
The typical DIY consumer, who purchases
from an auto parts store, is a head of the
household or a single male, between the
ages of 30 and 39 with some college
education. He is a blue-collar employee
and has an annual household income
between $30,000 and $49,999. The
car he drives is older than 15 years and
has more than 150,000 miles on the
odometer.
Question Answer Grand Total
Auto Parts
Retailer
Discount
Store-Mass
Merchandiser
Grand Total100.0%100.0%100.0%
Household
Type
Family 60.3% 60.4% 54.1%
Single Male27.8%27.4%31.1%
Single Female12.0%12.2%14.8%
Age Range
Under 3019.2%18.7%15.0%
30-39 28.4% 27.4% 24.9%
40-49 19.7% 21.8% 19.0%
50-59 14.1% 14.6% 17.1%
60 and Over18.6%17.6%24.0%
Household
Income
Under $10,0004.6%5.0%4.3%
$10,000 to $14,9994.6%5.2%4.3%
$15,000 to $19,9995.4%5.5%4.8%
$20,000 to $24,9996.5%7.6%6.0%
$25,000 to $29,9997.9%8.7%7.1%
$30,000 to $49,99920.1%22.2%21.2%
$50,000 to $74,99920.3%20.3%20.6%
$75,000 to $99,99914.6%12.9%15.3%
$100,000 and Over15.9%12.6%16.3%
Miles on
Vehicle
0 - 49,99920.8%15.8%20.1%
50,000 - 99,99922.7%22.0%24.7%
100,000 - 149,99923.6%25.7%24.3%
150,000 +32.9%36.4%30.8%
Vehicle Type
Car 43.3% 40.7% 42.9%
SUV 29.8% 29.9% 29.8%
Pickup 19.7% 22.0% 18.4%
Van 7. 2% 7.5% 8.9%
Vehicle Age
New 0.5% 0.2% 0.3%
1 Year Old2.6%1.5%2.0%
2 Years Old4.2%2.9%4.2%
3 Years Old4.7%3.8%5.0%
4 Years Old4.5%3.9%5.4%
5 Years Old4.2%3.9%4.7%
6 Years Old3.9%3.3%4.6%
7 Years Old4.1%3.9%4.4%
8 Years Old3.4%3.2%3.9%
9 Years Old4.2%4.1%4.8%
10 Years Old5.0%5.2%5.6%
11 Years Old5.3%5.6%5.8%
12 Years Old5.8%6.5%6.0%
13 Years Old5.8%6.4%6.3%
14 Years Old5.8%6.2%6.1%
15 Years Old & Older36.1%39.3%31.2%
Education
Some College or Less66.3%72.8%63.5%
College Graduate33.7%27.2%36.5%
Industry where
Employed
White Collar39.4%35.7%42.5%
Blue Collar37.7%40.2%33.7%
Other 23.0% 24.1% 23.8%
DIY Demographics
Source: IMR Inc. (www.AutomotiveResearch.com)
This page and all information contained herein is the property of IMR Inc. Reproduction in whole or in
part is prohibited without written permission of IMR Inc.
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