With summer weather starting to make its presence known, this is the time of year that many people feel more inclined to undertake gardening and outdoor DIY projects. Commercially, these markets are worth many millions and the brands that operate within them are especially keen to leverage the behaviour of consumers likely to influence their friends and family with their views.
Latest data from Kantar Media’s TGI study in the Republic of Ireland reveals that 5% of adults (167,000) claim to be very likely to convince others with their views on DIY. This is not dis-similar to the 6% of adults (233,000) who say they are very likely to convince others with their views on gardening. Certainly, these two groups aren’t mutually exclusive by any means.
For example, consumers in both groups are significantly more likely to agree ‘I change the decorations at home as often as I can’, ‘I get a good deal of pleasure from my garden’ and ‘I tend to buy products from companies who sponsor exhibitions or music events’. They are also more likely to consider themselves to be creative and to be ‘rule-breakers’.
In terms of reaching them effectively, TGI data reveals that DIY influencers are 53% more likely than the average adult to be amongst the heaviest 20% of magazine readers, with gardening influencers 27% more likely to be similarly engaged by magazines.
To view archived TGI Insights of the Week please click HERE
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