Back To Listing

Women, tradies and hardware shopping

Source: Roy Morgan Single Source (Australia), October 2013 – September 2014 (n=16,176). Base: Australians 14+ *NB: tradespeople include Automotive and Engineering Trades Workers, Construction Trades Workers, Electrotechnology and Telecommunications Trades Workers, Food Trades Workers, Skilled Animal and Horticultural Workers, and Other Technicians/Trades Workers.

In news that is unlikely to surprise anyone, Bunnings remains the country’s most popular hardware store, with 9.2 million Australians 14+ shopping there in an average four weeks. So far, so predictable. But which hardware chain is most likely to attract tradespeople? And which has the most balanced breakdown of male and female customers? Roy Morgan Research investigates…

Although it claims to be ‘where the tradies go’, Home Timber & Hardware is pipped at the post for this honour by Mitre 10 and True Value Hardware, both of which are visited by a higher proportion of tradespeople in any given four weeks. Tradies comprise 10.7% of True Value’s customers, ahead of Mitre 10 (8.5%) and Home Hardware (7.8%).

Proportion of hardware store customers who are tradespeople*

tradie-customers-chart

Source: Roy Morgan Single Source (Australia), October 2013 – September 2014 (n=16,176). Base: Australians 14+ *NB: tradespeople include Automotive and Engineering Trades Workers, Construction Trades Workers, Electrotechnology and Telecommunications Trades Workers, Food Trades Workers, Skilled Animal and Horticultural Workers, and Other Technicians/Trades Workers.

While Bunnings is the hardware store with the lowest proportion (5.7%) of tradies among their customers, this actually amounts to 521,000 customers: almost three times the total number of shoppers at True Value in an average week.

Not just for the blokes

With 47.6% of its total shoppers being women, Masters Home Improvement leads in terms of gender balance. The House Rules sponsor is just ahead of Bunnings (46.8% of their customers are women), while the other three hardware chains have a more male-dominated customer base.

Hardware shoppers: men vs women

men-women-hardware-customers

Source: Roy Morgan Single Source (Australia), October 2013 – September 2014 (n=16,176).Base: Australians14+

Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:

“Bunnings continues to be Australia’s hardware hero, blitzing its rivals with well over 9 million people making at least one purchase there in an average four weeks. Considering that its closest competitor, Mitre 10, serves 1.8 million shoppers in the same time period, Bunnings’ top spot appears to be unassailable.

“However, the smaller chains distinguish themselves for different reasons. Not only did True Value Hardware win Hardware Store of the Year in the recent 2014 Roy Morgan Research Customer Satisfaction Awards, it also boasts the highest proportion of tradies among its customers — a very sought-after segment of the hardware market.

“Masters Home Improvement, meanwhile, is notable for being the hardware store with the highest proportion of female customers. Could this be due to its association with popular reality TV show House Rules, which is watched by more women than men? Or could it have more to do with its emphasis on home improvement rather than hardware?

It is vital for hardware chains to have a detailed understanding of their consumers in order to fully understand and thrive in this competitive and ever-changing market.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2