Digital Auto Care Factbook 2019 - 44
Understanding Millennial Light Maintenance DIYers
Millennials account for 28.7 percent of Do-It-Yourself (DIY) light maintenance repair purchases.
As they've aged, their representation in this category of products has seen a five-year CAGR of
4.9 percent. The majority of those Millennial purchasers (50.2 percent) are married and 38.2 percent
of those married couples have children. For the light maintenance category, they perform these repairs
as DIYers at a rate of 58.8 percent which is consistent with the national average at 57.2 percent.
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.
High School Grad or Less
4-Year College or more
Kids at Home
No Kids at Home