Specialty Retail
Understanding consumer demographic differences for certain products by retailer gives you greater
What Retailer Do You Shop Most Often for Home Improvement/ Hardware Supplies?
BIGresearch, CIA April 2010
| How to read: Consumers who shop Walmart for Home Improvement/Hardware Supplies are more likely to be younger females versus older males who shop Ace Hardware for Home Improvement/Hardware Supplies. |
| What Retailer Do You Shop Most Often for
Home Improvement/ Hardware Supplies? |
All | Home Depot | Lowe's | Walmart | Ace Hardware | No Preference |
| Respondents Selected: | 8197 | 2309 | 1986 | 530 | 246 | 2182 |
| Gender | ||||||
| Male | 48.7% | 47.6% | 45.1% | 39.6% | 48.8% | 55.2% |
| Female | 51.3% | 52.4% | 54.9% | 60.4% | 51.2% | 44.8% |
| Age Range | ||||||
| 18-24 | 12.9% | 13.6% | 9.3% | 20.5% | 8.0% | 13.2% |
| 25-34 | 17.8% | 18.7% | 15.6% | 20.9% | 10.5% | 18.7% |
| 35-44 | 18.5% | 16.7% | 17.4% | 23.3% | 14.3% | 21.1% |
| 45-54 | 19.3% | 19.3% | 21.5% | 16.1% | 20.0% | 18.4% |
| 55+ | 31.5% | 31.7% | 36.2% | 19.2% | 47.3% | 28.6% |
| Average Age | 45.3 | 45.1 | 47.6 | 40.2 | 51.3 | 44.2 |
| Annual HHI | ||||||
| Less than $15,000 | 12.8% | 8.8% | 7.5% | 22.9% | 11.2% | 21.2% |
| $15,000 to $34,999 | 26.5% | 22.8% | 24.4% | 42.3% | 28.9% | 27.6% |
| $35,000 to $49,999 | 16.5% | 16.1% | 18.1% | 16.1% | 21.7% | 14.9% |
| $50,000 to $74,999 | 20.9% | 24.7% | 23.3% | 11.4% | 19.7% | 16.7% |
| $75,000 or more | 23.3% | 27.6% | 26.7% | 7.2% | 18.6% | 19.7% |
| Average Income | $54,918 | $60,783 | $60,128 | $33,980 | $52,851 | $48,716 |
| Number in HH under 18? | ||||||
| None | 70.1% | 68.2% | 70.3% | 55.6% | 79.8% | 74.7% |
| 1 or 2 | 23.7% | 25.8% | 24.2% | 33.0% | 17.0% | 19.3% |
| 3 or more | 6.1% | 5.9% | 5.6% | 11.4% | 3.3% | 5.9% |
| Ethnicity | ||||||
| African American/Black | 9.2% | 9.9% | 7.5% | 11.3% | 4.0% | 10.7% |
| Asian | 3.8% | 4.6% | 1.1% | 3.8% | 1.6% | 5.5% |
| Multi-Racial | 2.1% | 2.5% | 1.3% | 2.0% | 3.9% | 2.4% |
| Native American | 1.1% | 0.9% | 1.1% | 1.7% | 2.3% | 0.9% |
| White/Caucasian | 81.2% | 79.2% | 87.1% | 78.4% | 86.0% | 77.8% |
| *Hispanic, Latino or Spanish | 7.2% | 9.8% | 5.2% | 7.8% | 5.0% | 6.4% |
| Some other race or ethnic heritage | 2.6% | 3.0% | 1.9% | 2.8% | 2.1% | 2.6% |
| Marital Status | ||||||
| Married | 48.6% | 51.1% | 57.8% | 44.2% | 45.6% | 37.6% |
| Single, never married | 26.6% | 25.9% | 17.7% | 24.5% | 23.1% | 37.1% |
| Other | 24.8% | 23.0% | 24.5% | 31.4% | 31.3% | 25.4% |
* Please use data with caution due to low sample size. Sample sizes of >100 are statistically valid.
Understanding consumer demographic differences for certain products by retailer gives you greater
insight on who to target.
Please note: if more information / insights are needed, please contact a Valassis sales representative