DIY Consumers Shopping Online for Supplies

More consumers are hoping to save money by taking on do-​it-​yourself projects. Whether it’s painting the kitchen or swapping out the car battery, consumers are educating themselves with the help of online videos and getting to work. They are also turning to online sources to order the equipment they need, especially auto parts, according to a new AutoPartsWarehouse​.com report.

 One of the most interesting findings in the AutoPartsWarehouse​.com. report is that nearly half (48%) of customers who order auto parts online are not auto experts. They identify as  occasional DIY consumers or as do-​it-​for-​me consumers. In addition, about 30% of women say they have some automotive knowledge and they make up part of this audience. Here’s how women rate themselves:

  • Know the basics 41%
  • Knowledgeable 21%
  • Expert 14%
  • Clueless 24%

The automotive parts that consumers most understand and therefore are most likely to tackle as a repair project include  battery (75%), oil filter (73%), and spark plugs (72%).

Why are automotive service customers shopping for parts online? At least 24% want to save money. Another 14% say that online resources offer a broader and deeper inventory along with price comparison. And 8% want to save time. Perhaps they’ll use the time they save on shopping to carry out the repairs themselves.

At least 55% of the do-​it-​yourself audience begins an online search after seeing a TV ad according to Ad-​ology Research so online retailers may want to use both traditional and digital ad campaigns to reach these consumers. In addition, about 30% of these consumers intend to purchase new tires in the next 12 months.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.