tools of the trade reader profile- 2009

Tools of the Trade Reader Profile October 2009

Tools of the Trade Reader Profile 2009

2

Scope The study covers the following areas related to Tools of the Trade magazine:

Readership and usage of the magazine

Years in the construction industry

Job title and function

Types of projects performed

Involvement in tool purchases and recommendations

Company revenue for 2009

Tool spending

Information sources for tool purchasing decisions

Factors involved in tool purchases

Work vehicles and accessories


3

Method This study was conducted via an Internet survey. A random Nth name sample of 13,909 individual email addresses were drawn from the circulation of TOOLS OF THE TRADE. A total of 869 (6%) completed surveys were returned.

The following pages report on the findings of this study.


4

Results 1. In the course of your profession, are you an active purchaser of tools?

The majority of respondents (94%) are active tool purchasers.

Yes94%

No6%


5

2. How many other people (besides you) usually read or look through your copy of Tools of the Trade?

Thirty four percent (34%) of respondents do not pass along their copy of Tools of the Trade, but 27% pass it along to one person and another 21% pass it along to two other people.

5%

3%

10%

21%

27%

34%

0% 5% 10% 15% 20% 25% 30% 35%

None

1

2

3

4

5 or more


6

3. About how much time to do you spend on reading or looking through Tools of the Trade?

Fifty three percent (53 %) read Tools of the Trade for more than a 1 hour.

1%

9%

37%

25%

13%

6%

5%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40%

3 hours or more

2.5 to 3 hours

2 to 2.5 hours

1.5 to 2 hours

1 to 1.5 hours

.5 to 1 hour

Less than half hour

Do not read


7

4. What actions have you taken as a result of reading Tools of the Trade?

Eighty percent (80%) of respondents have visited a company’s Web site as a result of reading Tools of the Trade, followed by purchased a tool or accessory (72%) and discussed an article or ad with others (64%).

2%

3%

19%

29%

40%

43%

44%

64%

72%

80%

0% 10%20%30%40%50%60%70%80%90%

Visited a company's Web site

Purchased a tool or accessory

Discussed an article or ad with others

Clipped/copied an article or ad for future referene

Shared an article or ad with customers/clients oremployees

Recommended a product to a customer or employee

Contacted the manufacturer's sales person ordistributor for information

Returned a reader service card

No actions taken

Other


8

Other: Compared to tools I already have Did own tool comparisons with friends to confirm article features and benefits Entered contest Filed issue I keep the magazines for reference Passed copies on to others Recommended subscribing to your magazine Thought about tools Tried new things or ways of doing things

5. How interested are you in reading the following in industry magazines?

(Please check one rating for each where 5 is very interested and 1 is not at all interested.)

Readers are very interested in tool tests (4.52), other product reviews (4.51) and new product information (4.47).

3.60

3.72

3.83

4.33

4.47

4.51

4.52

0.00 1.00 2.00 3.00 4.00 5.00

Tool tests

Other product reviews

New product information

Practical how-to information

Safety information

Industry trend updates

Tool reviews


9

6. How long have you been in the construction industry?

Eighteen percent (18%) of respondents have been in the construction industry 30 – 34 years. More than half (55%) have been in the industry 25 years or more.

2%

2%

5%

12%

18%

16%

12%

12%

11%

7%

3%

1%

0% 5% 10% 15% 20%

Less than 2 years

2 - 4 years

5 - 9 years

10 - 14 years

15 - 19 years

20 - 24 years

25 - 29 years

30 - 34 years

35 - 39 years

40 - 44 years

45 - 49 years

50 years or more


10

7. Which one of the following most closely matches your job title?

The majority of the respondents (69%) are owner/partner/president of their company.

7%

2%

2%

2%

2%

2%

3%

4%

4%

5%

69%

0% 10% 20% 30% 40% 50% 60% 70%

Owner/partner/president

Foreman/crew chief

Subcontractor

Project manager

Construction supervisor

Educator/instructor

Sales

Crew member

Purchasing director

General manager

Other


11

Other: All of the above Bookkeeper Building Inspector Building manager Buy, repair, sell property Cabinet installation contractor Chief Operating Officer Consultant Design/sales manager Distribution & Merchandising Electrician Electrical Inspector / Contractor Engineer Engineering Director Engineering project monitor Facilities manager Farm manager Ohio State university General contractor/Handyman Homeowner I do purchasing and product research and my husband owns his own contractor business Industry manufacturer Job Planer Manufacturer Manufacturing Engineer Municipal Code Official (former Electrical Contractor) Owner Owner & crew member Owner / Operator / Worker Owner operator Owner, electrician Owner/operator Planner/scheduler Product Engineer Production control director Purchasing Regional maintenance manager Rehaber Research Residential remodeler Semi retired owner Shop/Yard Supt. Small do everything myself contractor Supplier Supply Wholesaler, w/ many hats Union carpenter, small building +remodeling side jobs User/supplier Vice president Working / President of small company


12

8. Which one of the following best describes your primary job function?

Thirty two percent (32%) of respondents primary job function is building/remodeling, followed by general contracting (15%) and repair/maintenance (13%).

9%

2%

2%

6%

7%

7%

8%

13%

15%

32%

0% 5% 10% 15% 20% 25% 30% 35%

Building/remodeling

General contracting

Repair/maintenance

Remodeling only

Subcontracting

Sales/distribution

Commercial construction

Education

Building only

Other

Other:

Assembly design Bookkeeper Build custom home furniture Cabinet installation Cabinet maker Cabinet making and building restoration. Concrete construction

Construction inspections Consulting engineer/contractor Craftsman of decorator items and finish trim Custom cabinets and remodeling Custom fabrication Custom wood & metal work Custom Woodwork


13

Design and build Electrical / General contractor Electrical contractor Engineer Engineering Everything Field support Fine woodworking General contractor with the majority of the

work being done in house Government Government-building official Hand tool manufacturer Home repair, handyman Homeowner HVAC Installs & Service I purchase tools and supplies for State of

Arkansas facility I'm in all throughout the year Industrial Manufacturing Integration of alternative energy systems. Landscape Const & Manufacturer of

equipment Landscape Construction Landscape installation and Maintenance Landscaping design/build/maintain Landscaping with stone and water. Manufacturer of Power Tools Manufacturing Marketing

Now we manufacture, we use to build homes.

Operations, Sales, Purchasing, Commercial, Residential

Painting Painting Contractor Painting with some repairs Preservation Product development, improvement Project Management, quality/regulatory Rehab Remodeling / repair Remodeling and custom woodworking Remodeling/repair/maintenance Repair and remodeling Research Research Support Shop Manager Retail sales of building materials and

supplies Retail tool sales Roofing specialty and General Contractor,

Design/Build Sales and Marketing Service plumbing Theatre construction Trucking materials We do whatever it takes nothing too big or

too small; our main objective is pleasing the customer. Have survived for years on 100% referrals.

Well known builders, educators, innovators.


14

9. Which of the following types of projects do you do?

Seventy percent (70%) of respondents perform carpentry: finishing (70%), followed by woodworking/cabinetry and carpentry: framing (62% each) and drywall (53%).

5%

21%

23%

38%

38%

43%

46%

48%

48%

48%

53%

62%

62%70%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Carpentry: finishing

Woodworking/cabinetry

Carpentry: framing

Drywall

Flooring

Painting

Electrical

Siding

Plumbing

Concrete/masonry

Roofing

Metal/welding

HVAC

None of these


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10. Are you involved in purchasing/recommending tools for your company?

The majority of those surveyed (98%) are involved in purchasing/ recommending tools for their company.

Yes98%

No2%

11. Do you own a woodworking shop that you use as part of your business or for

personal use?

Sixty seven percent (67%) of respondents own a woodworking shop for business and/or personal use.

Yes67%

No33%


16

12. Which of the following apply to you?

The majority of respondents have Internet access (96%) and use a cell phone for work (93%). Seventy five percent (75%) use a desktop computer for work.

0%

28%

54%

64%

75%

93%

96%

0% 20% 40% 60% 80% 100%

Have Internet access

Use a cell phone for work

Use a desktop computer for work

Have viewed a work-related webvideo or webinar

Use a laptop computer for work

Own an iPod

None of the above


17

13. Approximately how much time do you spend on the Internet weekly for work?

Twenty four percent (24%) of respondents use the Internet 5 – 10 hours per week, followed by 3 – 5 hours (21%) and more than 10 hours per week (19%).

1%

6%

14%

15%

21%

24%

19%

0% 5% 10% 15% 20% 25%

None

Less than 1 hour

1 - 2 hours

2 - 3 hours

3 - 5 hours

5 - 10 hours

More than 10hours/week


18

14. What types of content would you be interested in viewing in a web video, webinar or online instructional webcast?

Respondents would be interested in viewing tool/product demonstration (81%) web video, webinar or online instructional webcast, followed by installation/training (72%) and product review (63%).

1%

9%

15%

22%

31%

36%

37%

63%

72%81%

0% 20% 40% 60% 80% 100%

Tool/product demonstration

Installation/training

Product review

Safety

Design

Business process/small business tips

Sales & marketing how-to

Employee/HR trainingNot interested in vewing web video, webinar

or online instructional webcastOther

Other:

Currently I just use a dial up and web video just doesn't work well for me. I might upgrade (again) to a DSL but not anytime soon.

Energy Code Compliance and Installation Tools Pricing, estimating, invoicing etc.


19

15. How many employees does your company have – including both full and part time?

Twenty six percent (26%) of respondents employ only themselves, followed by 1 – 2 employees (25%) and 3 – 5 employees (21%).

26%

25%

21%

8%

20%

0% 5% 10% 15% 20% 25% 30%

None (owner(s)only)

1 - 2

3 - 5

6 - 10

More than 10


20

16. Approximately what percentage of your company’s 2009 revenues came from the following? (Total must equal 100%.)

Respondents said that forty three percent (43%) of the 2009 revenues came from remodeling projects: residential, followed by new construction projects: residential (20%) and new construction projects: commercial (11%).

12%

4%

10%

11%

20%

43%

0% 10% 20% 30% 40% 50%

Remodelingprojects:

residential

New constructionprojects:

residential

New constructionprojects:

commercial

Remodelingprojects:

commercial

Sales/distributionof tools

Other


21

17. What is your company’s estimated total revenues (including labor and materials) in 2009?

Nineteen percent (19%) said their company’s estimated total revenues in 2009 are less than $50,000. Sixty eight percent (68%) of companies have revenues in excess of $100,000. Half of those companies (34%) have revenues in excess of $500,000.

19%

15%

15%

9%

6%

4%

5%

6%

8%

5%

10%

0% 5% 10% 15% 20%

Less than $50,000

$50,000 - $99,999

$100,000 - $199,999

$200,000 - $299,999

$300,000 - $399,999

$400,000 - $499,999

$500,000 - $749,999

$750,000 - $999,999

$1.0 - $1.9 million

$2.0 - $4.9 million

$5.0 million or more


22

18. Does your company provide tools to its employees for use on jobsites or are the tools purchased by the users?

Nearly half (49%) of the companies surveyed said that tools are both provided to employees and purchased by the users, followed by company supplies (28%).

6%

18%

28%

49%

0% 10% 20% 30% 40% 50%

Both

Company supplies

Neither/does notapply

Purchased byusers


23

19. About how much do you spend on tools per year – including tools for both personal and work use?

Thirty six percent (36%) of respondents spend $1,000 - $2,999 on tools per year, and sixty four percent (64%) spend more than $1,000 a year.

2%

11%

21%

36%

15%

15%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Less than $250

$250 - $499

$500 - $999

$1,000 - $2,999

$3,000 - $4,999

$5,000 or more


24

20. How important are each of the following information sources in your tool purchasing decisions? (Please check one rating for each, where 5 is very important and 1 is not at all important.)

Trade magazines (4.07) are the most important source of information in tool purchasing decisions, followed by word of mouth (3.88) and local distributors/dealers (3.55).

2.69

2.80

3.01

3.11

3.43

3.50

3.53

3.55

3.88

4.07

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50

Trade magazines

Word of mouth

Local distributors/dealers

Other industryprofessionals

Manufacturer web sites

Trade web sites

Consumer magazines

Trade shows/conferences/seminars

Product sales people

Books


25

21. How many different brands of tools do you own (e.g. Porter Cable, Stanley, DeWalt, Craftsman, etc.)?

Twenty six percent (26%) of respondents own 5 – 6 different brands of tools, and eighty five percent (85%) own more than 5 brands.

0%

2%

13%

26%

18%

22%

8%

4%

8%

0% 5% 10% 15% 20% 25% 30%

0

1 - 2

3 - 4

5 - 6

7 - 9

10 - 12

13 - 19

20 - 24

25 or more


26

22. Roughly what percentage of your 2009 tool purchases were made at the following supply sources?

Twenty nine percent (29%) of 2009 tool purchases were made at warehouse home centers (i.e. The Home Depot, Lowe’s), followed by specialty tool store or distributor (19%) and the Internet (17%).

2%

2%

3%

4%

5%

6%

13%

17%

19%

29%

0% 5% 10% 15% 20% 25% 30%

Warehouse home center (i.e. The Home Depot,Lowe's)

Specialty tool store or distributor

Internet

Lumberyard or building material dealer

Wholesale distributor

Hardware store

Catalog

Direct from manufacturer

Department store (Sears, K-Mart, Wal-Mart)

Other


27

23. Which of the following tools and equipment did you purchase in 2009, or plan to purchase in 2010?

Power Saws Purchased in

2009

Plan to Purchase in

2010 Did not buy/no

plans to purchase circular saws/sidewinder 27% 12% 65% circular saws/wormdrive 15% 8% 79% compound miter saws 19% 11% 71% contractor table saws 11% 16% 74% dual sliding compound miter saws 15% 18% 68% metal-cutting saws 18% 16% 68% portable table saws 14% 15% 73% reciprocating saws 34% 16% 54% sliding compound miter saws 11% 11% 80% tile saws 19% 14% 69% trim saws 16% 13% 73% Drill/ Drivers and Screwguns corded autofeed screwguns 10% 8% 83% corded demolition hammers 12% 10% 80% corded drill/drivers 22% 13% 70% corded drywall screwguns 10% 4% 87% corded hammerdrills 20% 12% 71% corded right-angle drills 11% 10% 81% corded rotary hammers 15% 10% 77% Cordless Tools cordless circular saws 24% 14% 64% cordless compound miter saws 3% 2% 95% cordless drill/drivers 53% 29% 28% cordless hammerdrills 23% 13% 68% cordless hand-held planers 3% 8% 90% cordless jigsaws 12% 12% 77% cordless reciprocating saws 24% 16% 64% cordless right-angle drills 8% 10% 83% cordless rotary hammers 6% 8% 88%


28

Planers, Joiners, Routers Purchased in

2009

Plan to Purchase in

2010 Did not buy/no

plans to purchase fixed-base routers 16% 11% 74% hand-held power planers 12% 10% 78% laminate trimmers 13% 9% 79% plate joiners 6% 6% 89% plunge routers 12% 13% 76% portable planers 5% 7% 88% rotary cutters 7% 7% 88% rotary cut-out saws 7% 7% 87% router tables 7% 13% 80% Sanders and Grinders angle grinders 28% 15% 62% belt sanders 18% 15% 69% detail sanders 14% 9% 78% pad sanders 16% 8% 77% random orbit sanders 25% 17% 60% Pneumatic Tools brad nailers 31% 13% 59% construction staplers 17% 9% 74% finish nailers 27% 12% 63% flooring nailers 8% 6% 86% framing nailers 18% 13% 71% hoseless/cordless nailers 9% 12% 81% portable air compressors 25% 15% 62% positive placement nailers 6% 8% 88% roofing nailers 8% 6% 87% roofing staplers 4% 4% 93% siding nailers 6% 8% 87% Miscellaneous Equipment ladders 38% 27% 43% portable generators 16% 17% 68% pump jacks 5% 5% 91% staging 9% 7% 84%


29

Levels and Electronic Measuring Purchased in

2009

Plan to Purchase in

2010 Did not buy/no

plans to purchase electronic measuring devices 22% 16% 65% laser line levels 24% 15% 63% rotating laser levels 14% 17% 72% spirit (bubble) levels 27% 11% 65% Hand Tools chisels 43% 22% 43% clamps 49% 25% 36% concrete/masonry tools 34% 15% 57% cutters/snips 44% 18% 47% drywall tools 34% 13% 59% hammers 42% 17% 51% knives and scrapers 56% 23% 34% pliers/wrenches 51% 21% 39% prying/demolition bars 41% 17% 50% squares/layout tools 42% 16% 50% tape measures 65% 30% 22% tile tools 23% 13% 70% tool pouches 29% 20% 57% trowels 28% 11% 68% finish staplers 16% 9% 77% Safety Equipment ear protectors 58% 32% 31% fall protection harnesses 20% 14% 71% first aid kits 41% 26% 47% hard hats 30% 14% 65% knee pads 41% 23% 46% safety glasses 62% 35% 28% work gloves 71% 43% 16% Accessories and Supplies drill bits 81% 53% 6% saw blades 80% 53% 5% tool guides 31% 22% 61%


30

24. Did you purchase any lithium ion cordless tools in 2009?

Nearly half of the respondents (48%) purchased lithium ion cordless tools in 2009.

Yes48%No

52%


31

25. How important are each of the following factors when you are purchasing tools? (Please check one rating for each, were 5 is very important and 1 is not at all important)

Quality (4.80), durability (4.70) and precision (4.59) are the top three factors used in tool purchasing decisions.

2.993.47

3.653.95

3.994.01

4.124.164.27

4.304.454.49

4.594.704.80

0.00 1.00 2.00 3.00 4.00 5.00

QualityDurabilityPrecision

Performance featuresEase of handling

Manufacturer reputationVersatility of tool

AvailabilityEase of maintenance

PriceService

WarrantyLatest technology

Manufacturer promotionsVisually pleasing design


32

26. What types of vehicles do you drive for work-related travel?

Two thirds of respondents (67%) use a pickup truck for work-related travel, followed by van (26%), sport/utility and crew cab (16% each).

6%

7%

13%

16%

16%

26%

67%

0% 10% 20% 30% 40% 50% 60% 70%

Pickup truck

Van

Sport/utility

Crew cab

Car

Rack/flat bed/stake bed

Other

Other: 73000# crane trucks 8x16 job trailer ATV, tractor Bike to My shop 1/2 mile Box truck Box van Bucket truck Chevrolet 3500 cube van Covered work truck Dump truck KUV Motorcycle

Panel van & cargo trailer Pickup with custom work box Pickup with Leer shell Planning to switch to pickup or SUV to pull a

trailer Ready van Service body truck Service/utility body Small van Step van Trailer Walk in van


33

27. What accessories are on the vehicles you drive for work-related travel?

Bed liner (54%), tool box (46%) and trailer (44%) are the top three accessories on vehicles used for work-related travel.

6%

3%

6%

8%

18%

23%

23%

40%

44%

46%

54%

0% 10% 20% 30% 40% 50% 60%

Bed liner

Tool box

Trailer

Ladder rack

Pickup cap/box cover

Racking/storage system

Van shelving

Service body with storage

Winch

Roll-out bed

Other

Other:

All equipment is stored in the large van Bback pack tool box, equip fuel tank

w/pump Bed cover Behind the seat storage. Custom self-made. Camper shell General tool Lift gate

Looking for better ways to organize Lumber rack None Plow, automatic tire chains SUV, I sell tools Travel use rentals Van Tool Boxes & Cages


34

28. What makes of vehicles do you drive for work-related travel?

Forty five percent (45%) of respondents use Ford vehicles for work-related travel, followed by Chevrolet (33%) and Dodge (18%).

8%

1%

2%

4%

12%

15%

18%

33%

45%

0% 10% 20% 30% 40% 50%

Ford

Chevrolet

Dodge

GMC

Toyota

Nissan

Jeep

Isuzu

Other

Other:

BMW BUICK Diesel....I would drive a

Toyota if they made a diesel pick-up

Freightliner Harley Davidson Honda Honda Accord Honda Element Honda Ridgeline

Hyundai IHC Infiniti Kia Lexus Mack Mazda Mercedes Mercedes/Freightliner Mitsubishi Mitsubishi Dump Truck

Nissan is the best None Rover Saab Saturn Subaru Forester Trek brand bike

restoring IH pick up Volkswagen Volvo


35

29. If you had to choose a new vehicle for work-related travel, what make(s) would you most likely consider?

When choosing a new vehicle for work-related travel, respondents would most often choose Ford (54%), followed by Chevrolet (36%), Toyota and GMC (26% each).

4%

1%

2%

7%

18%

26%

26%

36%

54%

0% 10% 20% 30% 40% 50% 60%

Ford

Chevrolet

Toyota

GMC

Dodge

Nissan

Isuzu

Jeep

Other

Other:

Any Auto manufacturer not bailed out by or support by the U.S. government.

BMW Dodge Sprinter Diesel Honda Hyundai I care about quality and durability and ease

of maintenance

IHC Mercedes Mercedes/Freightliner Sprinter Van Subaru Subaru Forester Volkswagen What we can afford

tools of the trade reader profile- 2009

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