Do-it-yourself and home improvement

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the do-it-yourself and home improvement sector

  • Of those who shop from an out of country online retailer, just 15% of shoppers said they would be likely to purchase do-it-your-self/home improvement. This is the second-lowest of all product categories. The countries’ shoppers most likely to do so included India (28%) and Malaysia (27%).   
  • 39% of do-it-yourselfers preferred to research their purchases online, while 36% said they’d rather do it in store.     
  • 55% prefer to make these purchases in store, and 26% were happier doing it online.
  • 18% of do-it-yourself shoppers said they don’t do any research before purchasing in this category. At the high end, 36% of Poland shoppers said they didn’t research, while just 10% of Thailand and India shoppers said they didn’t.     
  • 37% of shoppers in this category made at least half or more of their purchases online in the last year. 50% of India shoppers said they had made at least half their purchases online
  • 34% of the global sample said they had not purchased online in this category in the last 12 months. Just 17% of India shoppers, 19% of China shoppers and 23% of Chile shoppers said they had not.  

Contact us

Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728

Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71

Follow us