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Almost 50 Million Home Owners Taking on Landscaping Projects

May 17, 2011

NEW YORK, May 17, 2011 /PRNewswire/ — Almost 50 million home owners (29 percent) are taking on landscaping projects, according to the latest report from consumer and media research firm Scarborough Research. Landscaping is the top home improvement measured by Scarborough, followed by interior painting/wallpaper (28 percent) and carpeting/floor covering (14 percent).

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                Scarborough Consumer Ranking:
                -----------------------------
        Home Improvements Among American Home Owners
    (Completed during the past year in the household, %)
    Home Improvement Activity                    %
    -------------------------                  ---
    Landscaping                                 29
    -----------                                ---
    Interior paint or wallpaper                 28
    ---------------------------                ---
    Carpeting of floor covering                 14
    ---------------------------                ---
    Remodeled bathroom                          13
    ------------------                         ---
    Other remodeling                            12
    ----------------                           ---
    Exterior paint                              11
    --------------                             ---
    Heating or air conditioning                  8
    ---------------------------                ---
    Remodeled kitchen                            8
    -----------------                          ---
    Replaced roof or major repair to roof        8
    -------------------------------------      ---
    Replaced windows                             6
    ----------------                           ---
    Any addition                                 3
    ------------                               ---
    Siding                                       3
    ------                                     ---
    Installed home security system               2
    ------------------------------             ---
    Installed pool, hot tub, or spa              1
    -------------------------------            ---

Home Depot and Lowe’s are leading players in the home improvement retail market. More than half (51 percent) of home owners shopped at Home Depot during the past year, and 47 percent shopped at Lowe’s during this timeframe.

                   Scarborough Retail Ranking:
                   ---------------------------
    Stores Shopped by Home Owners for Home Improvement Items
         (Shopped by household during the past year, %)
    Store Shopped for Hardware, Paint, Lawn
     or Garden Items                             %
    ---------------------------------------    ---

    The Home Depot                              51
    --------------                             ---
    Lowe's                                      47
    ------                                     ---
    Wal-Mart                                    31
    --------                                   ---
    Ace Hardware                                23
    ------------                               ---
    Target                                      11
    ------                                     ---
    Sears                                       10
    -----                                      ---
    Kmart                                        7
    -----                                      ---
    True Value                                   7
    ----------                                 ---
    Sherwin-Williams                             5
    ----------------                           ---
    Sam's Club                                   3
    ----------                                 ---

SOURCE: Scarborough USA+ Study, Release 2 2010

About Scarborough

Scarborough (www.scarborough.com, info@scarborough.com) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company’s core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

SOURCE Scarborough Research


Source: newswire



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