How Handymen Filter Product Information

Handymen don’t go for a second look with most product decisions. Once it’s out of the box and going in, that’s pretty much it. There’s rarely time to rethink the choice halfway through a job. And if it fails, cracks or just doesn’t behave as expected, the fix comes out of their time. So staying on top of product information is top priority. It’s about avoiding the rework, rescheduling or at least the one uncomfortable phone call. Put shortly, it’s risk control.

This is why, when we look at how and where handymen get their information, the answers are far less digital or trend-driven than some might expect. The Handyman Insight Monitor 2025 shows that the most relied-on sources are those closest to the product and the moment of decision; think channels that can be skimmed and trusted to hold up when the job is underway – labels, instructions and printed documentation.

From there, the logic extends outward – to peers, to online searches, to digital tools – but the subtext is always removing doubt quickly.

Where Do Decisions Actually Happen?

Most of the time, in the middle of an ongoing workflow; standing in front of a shelf at a wholesaler counter, right before loading materials into a van. That’s also where information either helps or gets ignored.

We know this because reading product labels and instructions at the point of sale remains the most commonly used traditional information source (for 37% professional handymen), followed closely by printed product documentation (22%).

These formats work because they don’t require a change in behavior. No phone unlock, no login, no oversearching or a Wi-Fi network hiccupping. The information is right there, when alternatives are visible and the consequences of choosing wrong are obvious. The decision either happens or it doesn’t.

Bear in mind, presentation matters, so… clear wording, structured information and concrete guidance. At the 11th hour, nobody is interested in tone, storytelling or brand personality. They’re looking for confirmation. Anything that needs interpretation slows things down.

Why Printed Goes the Distance

Printed documentation hasn’t survived in workflows because of habit or nostalgia. It survived because it works on site. Precisely because work environments mostly come down to renovation sites, unfinished spaces and temporary setups, digital convenience is inconsistent. 

Paper, on the other hand, can handle almost anything. It doesn’t depend on connectivity or battery life. It can sit next to the job, get marked up, folded or quickly passed around. When something needs checking mid-installation, zooming in, tilting screens, downloading a PDF and scrolling through 35 pages eats time and sets everyone back. Printed is often the fastest option available.

A practical tip for manufacturers – documentation isn’t an add-on, but a part of the product’s functional performance. If the instructions slow the job down, the product does too.

Advice as a Time-Saver

Handymen don’t work in isolation, so information in the trades has always been communal. The report reaffirms that seeking advice from wholesalers, sales assistants or colleagues is a dominant type of personal contact. 

• Wholesalers as Consultants

A brief exchange with a knowledgeable staff member can replace hours of research, helping a pro flag known issues or account for local conditions and product quirks. That’s why 37% of handymen consult with sales assistants at the point of sale. 

• Peer Networks

Colleagues play a similar role. 34% of handymen rely on peers for information, especially when stepping into less familiar tasks. This matters because 61% of professionals describe themselves as multiskilled, regularly moving between different types of work.

In practice, all of these are a fast sense-check before committing. It rarely opens new directions. Rather, it tightens the one already chosen.

The Counter’s Choice Goes

Wholesale and trade counters play a core role that often goes unnoticed. They move products and act as informal filters.

That’s because over time, patterns become obvious. Some products trigger repeat questions, confusion or callbacks; others move cleanly with minimal explanation. Staff picks up on this. So do professionals.

Products that consistently slow things down quietly lose favor. Products that don’t create problems get recommended more often because they keep the work moving. Simple as that. 

That’s how product norms form. Brands that reduce friction become familiar. Brands that introduce uncertainty fade out, regardless of price or marketing spend. 

Digital Discipline

The modern handyman is no stranger to technology, but they use it with a clear sense of purpose. Search engines like Google or Bing lead for quick checks (55%), while manufacturer and wholesaler sites (30%) come into play when specs or warranties need verifying.

However, there is a distinct boundary to this adoption. AI-powered search is currently used by only 10% of professionals. We see pros cautious about tools that lack a transparent source. And AI outputs still do require double-checking; sources aren’t as transparent and when errors translate directly into lost time or rework, they tend to rely on inputs they can verify quickly.

For now, they prefer direct, verifiable information over AI-generated summaries.

Visual Support

A telling trend is YouTube, which consistently ranks as one of the most useful channels across all countries and generations.

For a professional facing time pressure and tight deadlines – a challenge cited by 20% of them – a three-minute video walkthrough is often the fastest way to understand a new system. This has led to high interest in QR-linked video instructions, which bridge the gap between the physical product and digital support.

How Things Go Wrong

Most products don’t disappear because they fail technically. They disappear because they fail informationally. When labels say one thing, documentation another and websites a third, confidence completely collapses. And this is usually the fastest way a product falls out of rotation – professionals don’t untangle the contradiction, they avoid the shelf altogether. 

With full schedules, information is used defensively. The goal is to keep work moving. Familiar labels, proven advice and consistent documentation dominate. Curiosity takes a back seat to reliability.

When workloads ease up, so does behavior. There’s more room to read, compare and experiment. The more jobs running at once, the higher the cost of getting something wrong. As pressure increases, the information funnel narrows.

What This Means In Practice

Plain and simple – if the info doesn’t work, neither does the product. So labels, instructions and documentation are the first line of defense.

Hints for manufacturers:

• if requirements aren’t clear at a glance, professionals won’t give them the time of day
• switching products is expensive because learning costs time
• innovation has to pay off immediately
• compatibility matters more than novelty

Hints for retailers and wholesalers:

• you are the information hub
• knowledgeable staff, consistent recommendations and accessible documentation keep the trade moving
• poor stock visibility, unclear assortments and untrained staff get bypassed

Digital tools only help when they speed decisions up. Real-time stock, instant document access and functional searches matter. Extra clicks, lifestyle imagery and marketing language don’t.

The Takeaway

The Handyman Insight Monitor 2025 shows a professional audience that is pragmatic and under constant time pressure. They gather information to avoid problems, not to explore options. So, as long as workloads remain heavy and the cost of error stays high, information will be filtered through a fair, down-to-earth question: Will this help me get the job done without causing trouble later?

The products that answer that question clearly – be it at the shelf, at the counter or on screen – will be the ones that stay in rotation.