09/12/2024
Survey: Characteristics and buying behaviors of automotive maintenance DIYers
Source: aftermarket MATTERS
A newly released 2024 survey from the Auto Care Association and Hanover Research digs deep into the characteristics and buying behaviors of automotive maintenance DIYers. The focus of the research study was to investigate the primary reasons for DIY consumer and do-it-for-me consumer (DIFM) behavior. The analysis includes a total of 1,081 respondents after data cleaning and quality control.
Mike Chung, Senior Director of Market Intelligence at the Auto Care Association, provided Hedges & Company the opportunity to analyze the raw data and dig a little deeper into DIY auto maintenance consumers.
Hedges & Company examined what type of automotive maintenance do-it-yourself consumers perform, how they gather information that gives them the skills and confidence to do it themselves, and what sources of information they consider to be reliable.
The automotive DIYers
DIYers work on their own vehicles, either to save money or as a hobby. There’s a wide spectrum when it comes to the types of vehicle maintenance, or enhancement projects these DIYers will tackle. It may be as simple as changing wipers or as complex as working on an engine. Automotive enthusiasts will take on complex projects such as engine rebuilds and extensive vehicle customization.
According to the data, the top three reasons DIYers do their own vehicle maintenance and repair are: saving money; self-reliance and independence; and the convenience and flexibility of DIY activity.
The research showed interesting findings on automotive DIY consumer demographics. DIYers are more likely than DIFM consumers to have an annual household income in two ranges: $60,000 to $79,999 and $100,000 and $149,999.
DIYers tend to be self-employed, stay-at-home parents, or employed full time. Automotive DIY consumers are 51% more likely to “strongly agree” with the statement, “I frequently look at shows/programs related to vehicle maintenance and care.”
Automotive DIY consumers skew younger than DIFM. Exactly half of all DIYers are 18-44 years old, compared to 38% of DIFM consumers. 62% of DIFM consumers are 45 and older, vs. 50% for DIYers.
What maintenance projects DIYers work on
Most commonly performed DIY projects include changing oil, transmission fluid or brake fluid; rotating tires; changing wiper blades and fluid; and general maintenance and tune-up.
The Hanover data also compares DIY to DIFM consumer activity, not just what activity is performed. It shows DIYers are 71% more likely than DIFMs to do maintenance on the lighting system or exhaust system of a vehicle. They are also 52% more likely to do maintenance on the cooling system or steering system; 46% more likely on the electrical/charging system; and 42% on the suspension system.
DIY auto repair by vehicle makes
The top two makes for DIYers are American-based Ford and Chevy. This is followed by Asian makes Toyota, Honda and Nissan. On the other hand, the top make for DIFM consumers is Toyota, followed by Chevy.
DIYers are 74% more likely to work on Volkswagen vehicles; 57% more likely to work on Chrysler brand vehicles; 20% more likely to work on Chevy vehicles; and 19% more likely to work on Fords and BMWs (tie).
DIYers are less likely to work on Asian brands. DIFM consumers are 36% more likely to have work performed on Mazdas; 28% more likely on Hyundais; 21% on Subarus; and 9% on Nissans. The American brand Buick is also more likely to get DIFM work done, at 25%.
Best sources of information for DIYers
The research looked at where DIY consumers go to get information on how to complete their projects. Understandably, YouTube was a top source, with DIYers 81% more likely to look at YouTube, which is sometimes called the “world’s second-largest search engine.”
Other sources identified as more likely are: reading online articles, 66% higher; consulting mobile apps dedicated to vehicle maintenance, 58%; reading DIY auto maintenance forums and online communities 55%; and consulting consumer review websites, 51%.
Manufacturers should note that DIYers are 17% more likely than DIFMs to specifically seek out manufacturer websites for information.
Reliability of information sources
DIYers had widely varying opinions on the credibility and reliability of sources of information.
The most reliable information came from visiting an auto repair shop, which 90% of DIYers said was either “somewhat reliable” or “extremely reliable.” Visiting an auto parts store and consulting the owner’s manual came in next at 89%.
Online search and YouTube are next at 88% and 87%, respectively. Manufacturer websites and mobile apps are both at 85%.
Magazines are at 82%, and social media was significantly below that, with 73% of DIYers considering social media as a reliable source of information.
Other vehicles owned
DIYers are 66% more likely than DIFMs to own five or more vehicles. They’re also 24% more likely to own a popular pickup truck.
In addition to a car or truck, automotive DIY consumers are 73% more likely to have a scooter; 50% more likely to have a motorcycle; 42% more likely to have an RV; 48% more likely to have an ATV; and 30% more likely to have a boat.
The average model year for the primary vehicle owned by automotive DIYers was 2013, vs. 2016 for DIFM consumers. (Maybe DIYers are contributing to the rising average age of cars.)
Frequency of DIY activity
Automotive DIY consumers perform frequent vehicle maintenance on their primary vehicle. They are 32% more likely to do service maintenance every 3,000 miles or 3 months. They’re also 37% more likely to do maintenance based on specific driving conditions. On the other hand, DIFM consumers are 37% more likely than DIYers to admit to doing service maintenance less frequently than every 10,000 miles or every 12 months.
Automotive DIYers are 51% more likely to do maintenance based on seasonal changes. They’re also 50% more likely to do maintenance in advance of a trip, 48% more likely to do maintenance in response to a change in vehicle performance, and 32% more likely in response to fluid leaks.