Explore the Do It Yourself Audience
Below you'll find more information about the Do It Yourself audience, broken down in different categories based on their digital and physical behaviors. These are 1.8 million unique devices whose actions qualify for the Do It Yourself audience.
INTERESTS
The Do It Yourself audience exhibits a variety of interests and behaviors.
As seen below, the leading interest for the Do It Yourself audience is DIYers.
| Interest | Composition | Index |
| DIYers | 36.05% | 28.80x |
| New Homeowners | 41.30% | 26.97x |
| Home Heating and Cooling Researchers | 27.06% | 23.36x |
| Home Exterior Design Enthusiasts | 15.44% | 21.02x |
| Contractors & Construction Professionals | 38.62% | 19.81x |
| Wood Carving Enthusiasts | 31.00% | 18.45x |
| Patio Furniture Shoppers | 22.41% | 15.77x |
| Eco-Conscious Consumers | 8.93% | 15.56x |
| Homeowners | 26.22% | 15.17x |
| Home DIY Enthusiasts | 10.69% | 15.14x |
Composition Percentage:
The overlap percentage between the Do It Yourself audience and the Interest attribute.
Index: A comparison of the Do It Yourself audience to the internet population.
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APPAREL RETAILERS
The Do It Yourself audience visits and shops at a variety of apparel retail locations.
As seen below, the apparel retail location most frequented by the Do It Yourself audience is Lululemon.
| Location | Composition | Index |
| Lululemon | 0.01% | 1.53x |
| Express | 0.02% | 1.21x |
| Aeropostale | 0.02% | 1.19x |
| Journeys | 0.02% | 1.18x |
| LOFT | 0.01% | 1.14x |
| White House Black Market | 0.01% | 1.11x |
| Buckle | 0.02% | 1.10x |
| Victoria's Secret | 0.01% | 1.10x |
| American Eagle Outfitters | 0.02% | 1.08x |
| Mens Wearhouse | 0.01% | 1.08x |
Composition Percentage:
The overlap percentage between the Do It Yourself audience and the Location attribute.
Index: A comparison of the Do It Yourself audience to the internet population.
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WEBSITES
The Do It Yourself audience is distinctive due to the websites they visit.
As seen below, the highest indexing website for the Do It Yourself audience is extremehowto.com.
| Website | Composition | Index |
| extremehowto.com | 4.34% | 59.13x |
| contractortalk.com | 6.59% | 58.77x |
| greenbuildingadvisor.com | 6.64% | 58.21x |
| finehomebuilding.com | 16.86% | 58.01x |
| askthebuilder.com | 2.79% | 56.21x |
| thisoldhouse.com | 5.30% | 55.04x |
| forums.jlconline.com | 2.30% | 50.06x |
| hometips.com | 5.54% | 47.98x |
| todayshomeowner.com | 1.20% | 45.87x |
| jlconline.com | 4.06% | 40.29x |
Composition Percentage:
The overlap percentage between the Do It Yourself audience and the Web attribute.
Index: A comparison of the Do It Yourself audience to the internet population.
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CONTENT AFFINITIES
Content Affinities are Dstillery's proprietary way of categorizing the internet.
As seen below, the most visited Content Affinity for the Do It Yourself audience is Woodwork.
| Content Affinity | Composition | Index |
| Woodwork | 3.14% | 22.78x |
| Power Tools | 1.08% | 19.32x |
| Robotics | 0.01% | 18.81x |
| Home Remodeling | 0.54% | 17.35x |
| Lighting & Power | 0.01% | 16.93x |
| Survival Guides | 0.09% | 14.87x |
| Organic Beauty & Skincare Products | 0.02% | 14.42x |
| Home Furnishings | 0.48% | 14.19x |
| Lawns & Pest Control | 0.18% | 13.15x |
| Garden Power Equipment | 2.46% | 13.02x |
Composition Percentage:
The overlap percentage between the Do It Yourself audience and the Content Affinity attribute.
Index: A comparison of the Do It Yourself audience to the internet population.
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DEMOGRAPHICS
The Do It Yourself audience resonates most for the following age bracket and gender.
Age
55-64
Gender
Male
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