This report includes household-level consumer insights, such as: 

• Home improvement projects & expenses (past 12 months)
• Planned home improvement projects (next 12 months)
• Carpet/flooring purchases (past 12 months): retailers visited
• Consumer electronics purchases (past 12 months): retailers visited
• Hardware/paint/lawn/garden purchases (past 12 months): retailers visited
• Large appliance purchases (past 12 months): retailers visited
• Household item expenses (past 12 months)

Report details:

• Industry specific information-driven dataset                                                                                       

• Age groups included: General Population, 18-34, 35-54, 55+
• Time Period:  July 2023 – October 2024
• Format: .xlsx

Designated Market Area (DMA) Definitions

• Northeast DMAs include: 1) Baltimore, 2) Boston, 3) Buffalo, 4) Hartford & New Haven, 5) New York, 6) Philadelphia, 7) Pittsburgh, 8) Providence & New Bedford, 9) Rochester, 10) Washington D.C.
  Southeast DMAs include: 1) Atlanta, 2) Birmingham, 3) Jacksonville, 4) Louisville, 5) Miami & Ft. Lauderdale, 6) Nashville, 7) New Orleans, 8) Norfolk & Portsmouth & Newport News, 9) Orlando & Daytona Beach & Melbourne, 10) Raleigh & Durham.
  Midwest DMAs include: 1) Chicago, 2) Cincinnati, 3) Cleveland & Akron, 4) Columbus, 5) Detroit, 6) Indianapolis, 7) Kansas City, 8) Milwaukee, 9) Minneapolis & St. Paul, 10) St. Louis .
  Southwest DMAs include: 1) Albuquerque & Santa Fe, 2) Austin, 3) Dallas & Fort Worth, 4) El Paso, 5) Houston, 6) Oklahoma City, 7) Phoenix, 8) San Antonio, 9) Tucson, 10) Tulsa.
  West DMAs include: 1) Denver, 2) Fresno & Visalia, 3) Honolulu, 4) Las Vegas, 5) Los Angeles, 6) Portland, 7) Sacramento & Stockton & Modesto, 8) Salt Lake City, 9) San Francisco & Oakland & San Jose, 10) Seattle & Tacoma. 
  Major U.S. City DMAs include: 1) Boston, 2) Chicago, 3) Dallas & Fort Worth, 4) Houston, 5) Los Angeles, 6) New York, 7) Philadelphia, 8) Phoenix, 9) San Francisco & Oakland & San Jose, 10) Washington D.C.

Why trust Scarborough Industry Reports? 

These Industry reports are based on Nielsen’s Scarborough solution, a study that captures local and national consumer insights across 2,000+ industries, including Home Improvement.

How can you use this information?

By leveraging Scarborough data and consumer insights, you can make more informed strategic decisions to identify key markets for budget allocation and product rollouts, analyze and define consumer segments, and ultimately increase sales of products and services.

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