DIY Through the Decades: How Each Generation Approaches Purchasing

The Home Improvement Research Institute Generational Differences in Home Improvement Activity Study revealed insightful information on how homeowners of different generations approach home improvement and the preferences, influences and behaviors among homeowners in different generational groups.

The study identifies effective marketing strategies to engage different generations, analyzes how they allocate their budgets and examines preferences and behaviors across generations. While all generations use both online and in-person methods for home improvement research, millennials rely more on online resources.

Information Sources for Home Improvement Projects

During Research and Planning

Search Engine (Google, Bing, etc.):

• Millennial/Gen Z: 49%
• Gen X: 48%
• Boomers/Silent: 41%

Visiting Local Home Improvement Stores:

• Millennial/Gen Z: 38%
• Gen X: 45%
• Boomers/Silent: 46%

Recommendations from Friends and Families

• Millennial/Gen Z: 33%
• Gen X: 35%
• Boomers/Silent: 37%

Home Improvement Supplier and Retailer Websites

• Millennial/Gen Z: 30%
• Gen X: 29%
• Boomers/Silent: 30%

Top Macroeconomic Concerns Among US Homeowners

Average Number Across Three Different Generations

• 57%: The Economy
• 55%: Inflation
• 40%: Personal Finances

Percentage Planning to Increase Home Improvement Spending

Over the Next 12 Months

• Millennial/Gen Z: 49%
• Gen X: 37%
• Boomers/Silent: 27%