Digital Auto Care Factbook 2018 - 43

Consumer Profile-DIFM
This section provides insight into the
demographics of the Do-It-For-Me (DIFM)
consumer who engages the services of
a professional for repair, maintenance
and installation work to their vehicle. The
following is a breakdown of their gender,
age, education, occupation, household
income, miles driven, vehicle type and
average vehicle age.
The typical Aftermarket DIFM consumer,
who gets his vehicle serviced at an
independent repair shop, is a head of the
household, between the ages of 30 and
49 and has some college education. He
is a white-collar employee with an annual
household income between $30,000and
$75,000. The car he drives is older than
7 years and has between 50,000 and
150,000 miles on the odometer.
On the other hand, it is the affluent older
driver who gets his car serviced at a new
car dealership. This customer is either a
single man or the head of the household,
is over 60 years old, earns over $100,000
a year at his white-collar job. His car is
less than three years old, with fewer than
50,000 miles on the odometer.

DIFM Demographics
Outlet
Question

Answer

Grand Total

Aftermarket

New Car Dealer

100.0%

100.0%

100.0%

Family

53.1%

57.1%

39.0%

Single Male

25.0%

21.8%

36.4%
24.6%

Grand Total
Household
Type

Age Range

Household
Income

Miles on
Vehicle

Vehicle Type

Vehicle Age

Single Female

21.9%

21.1%

Under 30

12.0%

13.8%

5.9%

30-39

25.5%

27.6%

17.7%

40-49

18.7%

19.4%

16.3%

50-59

17.1%

16.7%

18.2%

60 and Over

41.9%

26.7%

22.5%

Under $10,000

2.5%

3.0%

0.7%

$10,000 to $14,999

2.9%

3.3%

1.2%

$15,000 to $19,999

3.4%

3.9%

1.6%

$20,000 to $24,999

4.7%

5.3%

2.5%

$25,000 to $29,999

5.7%

6.3%

3.6%

$30,000 to $49,999

19.1%

20.0%

15.7%

$50,000 to $74,999

21.9%

21.6%

22.8%

$75,000 to $99,999

17.0%

16.3%

19.8%

$100,000 and Over

22.8%

20.3%

32.1%

0 - 49,999

29.5%

24.1%

48.6%

50,000 - 99,999

29.0%

28.6%

30.3%

100,000 - 149,999

22.9%

25.3%

14.6%

150,000 +

18.5%

22.0%

6.4%

Car

51.0%

50.7%

51.9%

SUV

30.7%

30.4%

31.7%

Pickup

10.6%

11.0%

9.3%

Van

7.7%

7.9%

7.2%

New

0.8%

36.0%

64.0%

1 Year Old

4.6%

49.5%

50.5%

2 Years Old

7.4%

56.4%

43.6%
40.5%

3 Years Old

7.7%

59.5%

4 Years Old

6.8%

63.9%

36.1%

5 Years Old

5.9%

67.1%

32.9%

6 Years Old

5.9%

73.6%

26.4%

7 Years Old

4.9%

74.7%

25.3%

8 Years Old

5.9%

78.4%

21.6%

9 Years Old

6.2%

80.2%

19.8%

10 Years Old

6.2%

84.5%

15.5%

11 Years Old

5.9%

85.8%

14.2%

12 Years Old

5.3%

87.3%

12.7%

13 Years Old

4.5%

89.2%

10.8%

14 Years Old

Education
Industry where
Employed

4.1%

90.5%

9.5%

15 Years Old & Older

18.0%

93.4%

6.6%

College Graduate

50.5%

48.3%

58.3%

Some College or Less

49.5%

51.7%

41.7%

White Collar

55.9%

54.4%

61.0%

Blue Collar

23.0%

23.3%

21.7%

Other

21.2%

22.3%

17.3%

Source: IMR Inc. (www.AutomotiveResearch.com)

The 2018 Digital Factbook is Copyright © 1990 Auto Care Association and/or its licensor. 
All other rights reserved.  Use of the 2018 Digital Factbook is subject to compliance with the Legal Terms and Conditions found on page 119 of this report.

43


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Table of Contents for the Digital Edition of Digital Auto Care Factbook 2018

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