Millennial Automotive DIYers – Light Maintenance Products Consumer Profile

Millennials account for 28.7% of DIY light maintenance repair purchases. As they’ve aged, their representation in this category of products has seen a 5 year CAGR of 4.9%. The majority of those Millennial purchasers (51.2%) are married and 69.2% of those married couples have children. For the light maintenance category, they perform these repairs as DIYers at a rate of 58.8% which is consistent with the national average at 57.2%. However, reaching them tends to be different than DIYers in other age groups as their attitudes and opinions about media, brands and shopping are different.

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