BACKGROUND

As part of WOOD's commitment to bringing advertisers new information about the woodworking marketplace, WOOD Magazine commissioned NFO Research to conduct a nationally projectable Market Segmentation Study. This two-phased research program:

• defines the size of the US marketplace
• provides a profile of woodworking consumers

THE MARKET

13% of All US Households Are Woodworking Households 6 Segments Comprise the US Woodworking Market, defined by unique attitudes and behaviors: Enthusiastic Experts. Do many woodworking projects, enjoy challenging projects, like to talk about woodworking and teach/mentor others, are information hungry. Home Enhancers. Do woodworking to enhance their home, consider themselves very technical, read magazines and use other information sources.

• Up & Comers. Lack confidence in their woodworking skills, would like to be better woodworkers but don't know how to get to the next level, need specific detailed instructions.
• Gift-Givers. Most projects are simple, small-scale items made as gifts, more interested in decorative than functional, not technical people, never gave woodworking a thought until they were adults.
• Dabblers. Woodworking is a lower priority than other hobbies & interests, stick to simple projects they know they can complete, not good enough to spend a lot of money on their shop or tools.
• Self-Sufficient Pros. Feel a true woodworker does not need directions, are satisfied with their current ability, do not feel a need for more/better tools.

Source: Findings as reported in the 1999 NFO Market Segmentation Study. Segmentation and behavioral profile collected through a follow-up questionnaire mailed to a random selection of 1667 woodworking households. Phase 2 data based on 1105 survey returns, or 66% completion rate.

printable version

:

pdf version