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Giulia Arrigoni, DIY in Europe Italy
28 million Italians take an interest in DIY, according to a study by Infratest Burke on behalf of Henkel. This figure includes both amateur and professional DIYers. An interesting result, especially if one takes into account the fact that 52 per cent are end consumers, 35 per cent are professionals and just 13 per cent have no interest in DIY. Of the professionals surveyed, 27 per cent commented that DIY was their hobby, whereas 25 per cent engaged in it of necessity.
The steady growth in Italy, even if within a stable percentage, reveals that 16 million potential customers are women. This outcome is probably not surprising, but it does help to categorize the most common activities and most frequently sold products in the huge world of DIY more precisely. According to the results of the market research, 16.7 per cent of those questioned actually carry out minor repairs, put up bookshelves (14.4 per cent) and various other fittings (11.2 per cent) and repair window frames and shutters (11.1 per cent). These are all simple jobs, which cost little time and money and suit the habits of the Italian DIYer. The modern DIY trade has recognised this and has devoted more retail space to tools and repair materials.
The trend is also reflected on the Internet: the sole Italian portal for DIYers, www.wayin.net, is able to solve problems and answer questions via e-mail within 48 hours as well as provide information on new products.
28 million Italians take an interest in DIY, according to a study by Infratest Burke on behalf of Henkel. This figure includes both amateur and professional DIYers. An interesting result, especially if one takes into account the fact that 52 per cent are end consumers, 35 per cent are professionals and just 13 per cent have no interest in DIY. Of the professionals surveyed, 27 per cent commented that DIY was their hobby, whereas 25 per cent engaged in it of necessity.
The steady growth in Italy, even if within a stable percentage, reveals that 16 million potential customers are women. This outcome is probably not surprising, but it does help to categorize the most common activities and most frequently sold products in the huge world of DIY more precisely. According to the results of the market research, 16.7 per cent of those questioned actually carry out minor repairs, put up bookshelves (14.4 per cent) and various other fittings (11.2 per cent) and repair window frames and shutters (11.1 per cent). These are all simple jobs, which cost little time and money and suit the habits of the Italian DIYer. The modern DIY trade has recognised this and has devoted more retail space to tools and repair materials.
The trend is also reflected on the Internet: the sole Italian portal for DIYers, www.wayin.net, is able to solve problems and answer questions via e-mail within 48 hours as well as provide information on new products.
