National MedeliaMonitor study finds women have increasing influence, participation in DIY home improvement projects

Hollywood, FL (September 1, 2009) - Think the hardware store is still the man’s domain? Think again. Over 60% of women consider themselves to be moderately or very handy, found a recent study by the MedeliaMonitor: The Voice of Women in America. In fact, the study found, more and more women tightening their toolbelts to tackle DIY projects at home.

From August 1-6, 2009, the MedeliaMonitor surveyed over 3,000 women nationwide ages 18+ to ascertain their habits and opinions about home improvement. 403 women responded to the survey, titled the MedeliaMonitor Home Improvement Survey 2009.

Key results from the survey are highlighted below, and Delia Passi – nationally renowned women’s consumer advocate and the founder of WomenCertified – weighs in with tips and insight on how businesses can use this information to gain market share of women.

Women have majority influence and share the elbow grease.
Nearly 90 percent of women are strongly involved in the home improvement decisions around the house. (While 45 percent share the responsibility equally with a spouse/partner, 44 percent say they make the decisions primarily on their own.)

Not only do women make the decisions, but one quarter also do most of the work themselves, while 35% share the work with their spouse/partner. In total, about 60% of women get their hands dirty with DIY projects around the house.

Passi’s tip: “Contractors and home improvement retailers should not assume women know nothing about hammers and nails. Many contractors talk down to women, or even ignore their opinions altogether, and that’s a big mistake. Treat her knowledge, questions and opinions with respect, because she’s the one who will decide whether to hire you again or refer you to her friends.”

More women are DIY-ing than ever.
Sixty four percent of women surveyed said they are more inclined to tackle home improvement projects themselves than they were two years ago.

Knowledge trumps saving money as reason to learn DIY skills.”
The top reason women want to learn how to do home improvement projects is because they are “just interested in knowing how,” with 71 percent of women claiming this reason. The second reason, selected by 63 percent of women, is that they “would like to save money instead of hiring professional contractors.”

Passi’s tip: “This is further evidence that getting a good deal, even during a recession, is not the primary motivating factor for women consumers. Women want to feel good about their decisions, and learning a new skill is a good feeling. The same goes for purchases—deals are great, but being a trusted partner to help her reach her goals is better.”

The recession has stalled some home improvement projects, but not for long.
A full third of women say they have not put off any home improvement projects due to the recession. Of the 66 percent who have delayed projects, 36 percent say they plan to move forward with the project in about 6 months. Another 18 percent said they plan to wait 12 months before moving forward with their postponed project. Does this mean most women think the recession will fade over the next six to 12 months?

Passi’s tip: “Yes, I read this as a sign that many women see the recession ending soon, since January 2010 seems to be a hopeful time for many to start moving forward. But at the same time, I think it also means that women are spending more time at home and are placing a renewed focus on making their homes more comfortable and inviting for their families. Plus, they are becoming even more resourceful amid financially stressful times, and they are learning that they can do many of these projects on their own while saving money in the process.”

About the MedeliaMonitor
The MedeliaMonitor: The Voice of Women in America is an independent women’s research company that provides incisive feedback on the current climate of women’s thoughts, habits and inclinations. Founded by women’s marketing expert Delia Passi, CEO, the MedeliaMonitor is a resource for women to share their voice and speak their mind on products, services and issues via online surveys. For more information, visit ( www.medeliamonitor.com )

About WomenCertified
WomenCertified—the Seal women trust for better service—is a proven training and certification program rich with resources to help professionals across multiple industries increase sales among both men and women. Focusing on effective communication skills, customer appreciation and an enriched customer experience, WomenCertified has trained thousands of sales and service professionals in Fortune 500 companies and small businesses alike.