The Do-it-yourself home improvement market used to only occupied by men, but now women are catching up with men when it comes to house projects. According to a study completed by the Home Improvement Research Institute, do-it-yourself projects at home are being completed by more and more women. $70 billion of home improvement purchases are made by women and that's a $16 billion increase in the last 16 years. Also, forty-four percent of do-it-yourself projects are now completed by women and fifty percent of most home improvement purchases are made by women.
Men still are the main buyers of tools. Men are also more eager to hire female construction specialists now as well because women construction specialists are more likely to understand what areas of the home are important to other women (areas often overlooked by males). Home improvement marketing has focused more attention on women as a result of this trend.