Millennials are more likely than baby boomers to land in the ER from a DIY home improvement project gone awry, and that overzealousness may be because they are eager to show off their latest project on social media, according to a new survey by SoFi.
The survey reveals differences between baby boomers' and millennials' approaches to DIY home improvement projects in time for home improvement season.
Urgent Care Patients are 38% more likely than other adults to have tried their hand at home improvement/restoration in the past year and want to try it again in the future, according to AudienceSCAN.
Despite the finding that baby boomers are 22% more likely than millennials to reach the finish line on their DIY home improvement projects, millennials are 65% more likely than baby boomers to finish those projects ahead of schedule. But, millennials are 448% more likely than boomers to hire a professional the next time they embark on a home improvement project.
And that may very well be due not just to the time and energy it takes to complete a project, but the physical toll it takes, too:
- Millennials are 23% more likely than boomers to have landed in the ER due to a home improvement injury
- Millennials are nearly two times (46%) as likely to have required stitches from a home improvement injury compared with boomers
- Millennials are more than twice (119%) as likely to have been injured by power tools
But even a visit to the ER won't deter millennials from showing off on social media. The survey found that millennials are 443% more likely than baby boomers to make a purchase for their home based on something they saw on a friend's social media profile.
According to AudienceSCAN, 85.9% of Urgent Care Patients are active on Facebook, 62.4% use YouTube, 42% have an Instagram and 41.5% use Pinterest. They're also 40% more likely than other adults to share a good experience on social media.
And once they're done with the job, millennials are 145% more likely than baby boomers to post photos of the finished project on social media. They're also not shy to admit why they've posted — they are 206% more likely than baby boomers to post photos of the finished product just to "show off."
Social media is a good motivator for Urgent Care Patients, according to AudienceSCAN. Last year, 30.6% of this audience took action after seeing an ad on social media and another 23% have taken action after seeing non-advertising information on a social network. Aside from that, TV is where 51.5% get most of their local news and where 66.4% of this audience have seen an ad within the past year that lead them to take action.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.