This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at El mercado potencial del bricolaje en España es de 26 millones de habitantes

A study conducted by Leroy Merlin reveals that 77% of respondents stated that DIY likes to

The potential market of Bricolage in Spain is 26 million inhabitants

Drafting Interempresas29/09/2011

September 28, 2011

Information is essential to our business if we want to plan appropriate strategies for the surprises the market presents every day. A good way to get it is to carry out studies, such as that carried out Leroy Merlin, which analyzes the DIY market and the maintenance of the household. Of this survey, we can obtain interesting results, which we present below.

Figure 1: The Spaniards before the potential DIY of the Spanish market.

Figure 1 summarizes the general findings of the study on the potential of the market of the DIY in Spain obtained from the sample. We see that it behaves like a Gauss Bell, which, according to the study, 11% of respondents are shown as convinced bricoladores and enthusiasts, while at the other end just over 20 per cent is very reluctant or unwilling to perform any task by itself. Between the two extremes subtract 70% of the Spanish population, which seems to respond to emotional elements and not only economic to involved in DIY tasks.

Given that the Spanish population between 20 and 70 years is 32 million, is estimated at 26 million Spanish citizens susceptible to be swayed by redesigning the home & DIY. A market opportunity that can afford to reach more people. 77% Of respondents stated that she likes the DIY, so we can deduce that the expansion of the current market potential is very high. The study says that this is because to eliminate or reduce the barriers to a greater number of people accessing the DIY, as well as enhance the perception of it as an element that provides satisfaction and entertainment.

If we talk about specifics, 74 per cent of those questioned responded that they see the DIY entertainment, fun and entertainment, compared to 26% who see it as an obligation. About 20% of respondents it reluctant to practise DIY, of which around 10% expressed that he has never practiced nor practiced improvements or arrangements at home by himself. Confirms the idea that between 75% and 80% of Spaniards could be referred to as 'bricoladores'. 50% Of citizens who participated in the study concentrated on 5 aspects how started in DIY.

Given that the Spanish population between 20 and 70 years is 32 million, is estimated at 26 million Spanish citizens susceptible to be swayed by redesigning the home & DIY.

According to these results, the main gateways to DIY are:

Paint (17% of the sample)
Decorate with 14% (about half mention hang paintings as its first activity).
Management. 9 Per cent of respondents stated that first made itself is related to the placement and installation of shelves.
The realization of tasks related to the electricity takes fourth place with a 5% (mostly repair and change of plugs).
Assembly, lined and equipment closets shares fourth place with 5%.

What we like and dislike about the DIY

The vast majority of people share the same grounds to encourage to make DIY. Help them achieve these motivations can increase, according to the study, its willingness to tackle new projects.

For 64% of the sample DIY is associated with positive emotional aspects, while 19% is related to the need and saving.

30% Said that the main reason why decides to do something at home by himself is the personal satisfaction you get with it. In this sense mentioned repeatedly as the main reasons "is as I want", "see that I am capable of doing," and "as well I have left".
19% Makes DIY because he enjoys and has fun with it.
13% Mentioned the savings as the main reason to make DIY.
7% Said it made DIY to improve your home or elements thereof. I.e. find a qualitative improvement between what is and what you would like to have.
6 Per cent do so because you want to change and enjoy changing their environment.
6% Makes it because you have no more remedy.
2% Said that it does because he likes to learn.

If come together to learn, improve and change criteria, it is that you for a 15%, DIY is somewhat related to personal evolution and enrichment.

From the point of view of the reasons that discouraged practicing DIY, the reasons are shared by the vast majority of people.

The main cause for which people do not DIY or so recently is disorder, dirt and possible deterioration of the environment which usually takes place, with 20% of the responses.
Immediately after is what we call complexity, with 19%. In this category have been grouped the answers that have to do with the perception of difficulty, insecurity or lack of sufficient knowledge to address successfully the task.
14% Said not to do DIY or do so little by little time available. In this sense DIY competes for the short time of leisure of the Spaniards.
11%, Bricoladores, claims to not have any impediment to get down to work, to find in the DIY something that entertains them and it is satisfactory.
On the other hand, a 9% shown unsafe or dissatisfied with the results obtained or expected, which can be linked also to the lack of sufficient capacity and knowledge.
It is also relevant that a 9% said that the lack of necessary means (Tools, materials, etc.) are retracted for DIY.

If we look at the social character of DIY, we found that 70% of the sample stated that he has friends or relatives to help him in his tasks and DIY projects. According to the study, this indicates the potential of Word of mouth in pedagogy and evangelization of consumers. 90% Of the sample recognizes seek advice on issues of DIY and home maintenance, still store the first source of information, with 36% of the responses. The Internet is in second place, with 21%, followed by the family with 20%, while friends occupy fourth place some distance with 13 per cent of responses.

Learn with DIY

84% Of respondents, i.e. those media people not chosen by its attachment to the DIY, are interested in learning, according to the sample, on maintenance of the household and DIY. Therefore, there is an opportunity to consumers more current customers through teaching content in conventional channels or Internet pedagogy and the disclosure of the Office.

Confirms the theory that the crisis is a moment of opportunity to attract new people to the DIY, increasing the number of initiates and the potential for DIY in the distribution of disposable income of Spanish families. When the Spaniards have access to a new home, paint and renew / introduce improvements in the kitchen appear as priority options for 9% of consumers, followed by the bathroom, with a 7.8%. In other words, it represent about 26% of the answers. Paint, bathroom, kitchen, soils and doors and Windows (galerías…) Windows together 49% of the answers on what has been the most recent reform.

In conclusion, confirms the theory that the crisis is a moment of opportunity to attract new people to the DIY.

With regard to the level of satisfaction of the Spaniards with their current home, and their potential interests in order to address improvement in it projects, 26% would improve insulation of housing, while 19% would do so with the facilities, 17% technological devices in the home (white, Brown, line air conditioning etc). 16% Is unhappy with the quality of the materials from their homes (floors, doors, Windows, flooring, etc.) while 12% would incorporate automation solutions to the home. Finally a 11% would improve the installation of plumbing.

59% Responded that dining and living room are the parts of his home in which to invest more time and money to put up. 69% Of respondents is prone to make periodic improvements to your home, which makes it a recurrent client for DIY and furnishing sector. In this sense almost one of every 3 (28%) indicates that he performs an improvement at home once a year. One of every 4 (23%) said improvements in his house more than once a year, while the remaining 18% do so on a biannual basis.

Methodology

Study has been through surveys on the Internet sent via email to one shows composed of Spaniards aged between 30 and 65 years, 51% female and 49% men, distributed by autonomous regions: Galicia, Basque country; Madrid, Castile-La Mancha, Castilla León; Andalusia, Murcia; Catalonia, Valencia; Canary Islands; Balearic Islands and Extremadura. Closed questions have been used in she requested them the respondent to choose from several preset options, and questions open, in which answered freely in your own words.

The answers to open questions have been tabulated according to the most appropriate taxonomy in each case, in order to obtain relevant results likely to be analyzed. The tables reflect those most relevant answers in each question, encompassing other options with very low number of replies in the category "several", which is discussed in the text accompanying the tables.

In the case of closed questions, in many cases opened the option to respond in a manner open to options not preset by using the option "other, please specify". The open questions correspond a: A3, A4, A5, A9, B2, C1, C2, C4, C5, C6. The study of field and tabulation of the closed questions have been made by the specialized company Webtool, while the analysis of the results and writing of the report has been carried out by the Department of institutional communication of Leroy Merlin Spain.