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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