Almost 50 Million Home Owners Taking on Landscaping Projects
47 million are completing painting/wallpaper projects, and 23 million are installing new carpets or flooring
NEW YORK, May 17, 2011 /PRNewswire/ -- Almost 50 million home owners (29 percent) are taking on landscaping projects, according to the latest report from consumer and media research firm Scarborough Research. Landscaping is the top home improvement measured by Scarborough, followed by interior painting/wallpaper (28 percent) and carpeting/floor covering (14 percent).
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Scarborough Consumer Ranking: Home Improvements Among American Home Owners (Completed during the past year in the household, %) | ||
Home Improvement Activity | % | |
Landscaping | 29 | |
Interior paint or wallpaper | 28 | |
Carpeting of floor covering | 14 | |
Remodeled bathroom | 13 | |
Other remodeling | 12 | |
Exterior paint | 11 | |
Heating or air conditioning | 8 | |
Remodeled kitchen | 8 | |
Replaced roof or major repair to roof | 8 | |
Replaced windows | 6 | |
Any addition | 3 | |
Siding | 3 | |
Installed home security system | 2 | |
Installed pool, hot tub, or spa | 1 | |
Home Depot and Lowe's are leading players in the home improvement retail market. More than half (51 percent) of home owners shopped at Home Depot during the past year, and 47 percent shopped at Lowe's during this timeframe.
Scarborough Retail Ranking: Stores Shopped by Home Owners for Home Improvement Items (Shopped by household during the past year, %) | ||
Store Shopped for Hardware, Paint, Lawn or Garden Items | % | |
The Home Depot | 51 | |
Lowe's | 47 | |
Wal-Mart | 31 | |
Ace Hardware | 23 | |
Target | 11 | |
Sears | 10 | |
Kmart | 7 | |
True Value | 7 | |
Sherwin-Williams | 5 | |
Sam's Club | 3 | |
SOURCE: Scarborough USA+ Study, Release 2 2010
About Scarborough
Scarborough (www.scarborough.com, [email protected]) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company's core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).
SOURCE Scarborough Research
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