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 7.2 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 | 41.89% | 14.72x |
| New Homeowners | 37.50% | 13.05x |
| Home Exterior Design Enthusiasts | 31.67% | 12.71x |
| Contractors & Construction Professionals | 35.75% | 11.98x |
| Home Heating and Cooling Researchers | 31.58% | 11.65x |
| Plumbers | 33.08% | 11.50x |
| Power Tools Shoppers | 31.45% | 11.25x |
| Kitchen Stove Shoppers | 29.08% | 11.16x |
| Country Home Decorators | 28.61% | 11.07x |
| Home DIY Enthusiasts | 26.84% | 10.46x |
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 REI.
| Location | Composition | Index |
| REI | 0.02% | 1.25x |
| Jos A. Bank Clothiers | 0.32% | 1.23x |
| White House Black Market | 0.35% | 1.14x |
| Mens Wearhouse | 0.50% | 1.13x |
| Buckle | 0.27% | 1.11x |
| Express Outlets | 0.01% | 1.10x |
| Chicos | 0.06% | 1.10x |
| Bonobos | 0.08% | 1.08x |
| Johnston and Murphy | 0.44% | 1.06x |
| The North Face | 0.02% | 1.01x |
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 greenbuildingadvisor.com.
| Website | Composition | Index |
| greenbuildingadvisor.com | 2.01% | 32.73x |
| extremehowto.com | 4.45% | 31.54x |
| finehomebuilding.com | 6.34% | 31.46x |
| askthebuilder.com | 5.27% | 30.62x |
| decks.com | 3.81% | 30.58x |
| contractortalk.com | 7.53% | 30.16x |
| ronhazelton.com | 2.08% | 29.22x |
| quikrete.com | 2.38% | 29.06x |
| popularwoodworking.com | 1.02% | 29.02x |
| woodweb.com | 1.25% | 28.15x |
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 Home Improvement Contractor.
| Content Affinity | Composition | Index |
| Home Improvement Contractor | 1.12% | 13.15x |
| Woodwork | 5.75% | 12.77x |
| Handyman Tools | 0.02% | 12.53x |
| Painting & Renovation | 2.56% | 11.94x |
| Rural Living | 0.10% | 11.54x |
| Survival Guides | 0.25% | 11.17x |
| Home Remodeling | 2.40% | 10.99x |
| Power Tools | 3.58% | 10.64x |
| Home Furnishings | 8.59% | 10.58x |
| Home Remodeling | 6.02% | 10.43x |
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
65+
Gender
Male
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