Keeping up with the contractors
It is well known and often discussed among researchers that homeowner and DIYer data are relatively plentiful. Contractor data? Not so much.
The work habits, time demands and hands-on ownership trends of the typical American contractor combine to make him or her difficult to read. (A plumber can’t answer the phone when he’s fixing a sink.)
In terms of product preference, work habits and the whole gamut of job-site decisions, gaps remain in our collective understanding. Of course, research tools are improving. The smartphone is emerging as a sort of researchers’ window into attitudes. (Interestingly, 70% of contractor specialists say they get information from their smartphone.) And the Home Improvement Research Institute’s latest Contractor Study takes us further into the mind-set of the contractor — both the specialist and the generalist.
The Home Improvement Research Institute Contractor Study 2015 was released May 29. It was conducted online from Jan. 5 to April 14 from multiple sources of online panels.
Part of the research breaks down the similarities and differences between the two types of contractors, including how they appreciate aspects of different distribution methods — from LBM dealers to warehouse home centers.
In doing so, the report identified the contractors’ “most satisfied attributes” from the five sources of distribution and also the “least satisfied attributes.” One finding is that the differences between the generalists and specialists are more numerous than their similarities in attribute satisfaction.
For instance, the two attributes of LBM dealers that most satisfy the generalists are “job-site delivery” and “treats me as a valued customer.” The specialists are “treats me as a valued customer” and “provides phone or fax ordering.”
(Click the image below for a larger version.)
Other topline insights from the HIRI study include:
Most generalists (49% to 81%) regularly purchased from each of the major product categories in 2014. Landscaping was the sole exception, as only 35% of generalists regularly purchased landscaping products. This was similar to 2012.
Specialists were more focused with their purchases on categories related to their specialty and were significantly less likely than generalists to purchase from every category.
Historically, the most common categories for both groups have been lumber, tools and hardware. Paint has also been common since 2012.
The most frequently used source to purchase tools, supplies and building materials in 2014 for both groups was warehouse home centers, followed by lumber and building material dealers for generalists and wholesaler distributors and specialty supply stores for specialists.
On a national basis, Home Depot was the warehouse home center used most often for both groups, followed by Lowe’s.
Generalists used lumber and building material dealers and specialty supply stores less in 2014, while specialists used wholesaler distributors and specialty supply stores less.
HIRI (Home Improvement Research Institute), founded in 1981, is a membership-based, independent, not-for-profit organization of more than 70 leading manufacturers, retailers, wholesalers and allied organizations in the home improvement industry. With over 30 years of experience, HIRI is recognized as the leading source of information about the home improvement products and services in North America. By combining resources, member companies are able to leverage a relatively small investment into a large body of research that is both broad in scope and actionable in its detail.
To learn more information about becoming a member or buying research, please contact Pam Heidel, managing director, at 813-627-6770 or Elizabeth Nicholas, research analyst, at 813-627-6944.