Media-Orientation Among Mechanical Installers

The European Mechanical Installation Monitor Q4 2024 report offers insights into how installers consume information. The discussion describes how traditional sources are losing ground while digital tools and social media is gaining momentum. Here’s what’s changing.

The Historical Print Baseline: 2016–2020

The average data for all 6 countries in the European Installation Monitor shows that the biggest shift from traditional media usage towards other sources of information was made in the period between 2016 and 2018.

The results from 2020 show a further decline in the number of users of the three types of traditional media we have measured, but the drop is not that large. In the case of manufacturer magazines, it even looks like the share of users is stabilising around 50% of the market.

Professional magazines and newspapers show the biggest decline. They have lost 44% of the audience they had in 2016, resulting in merely 2 out of 5 installers still reading professional magazines and newspapers in 2020.

The 44% figure is a relative loss of the 2016 readership, not a 44-percentage-point fall. The resulting 2020 readership was about two in five installers.

It is interesting to mention that regardless of the development of digital media and the high share of users of digital product documentation files (on average around 80% ), the printed version of the product documentation files remains very popular among installers.

Country Differences in the 2020 Results

Professional magazines and newspapers had lost readers since 2018 in Poland, the Netherlands and Germany. In general, professional magazines are read least in Poland (22%) and France (29%).

Readership of manufacturer’s magazines had declined since 2018 in Germany and the UK. Manufacturer’s magazines are read the least in Poland (36%) and the UK (41%).

The usage of traditional media such as professional magazines, manufacturer magazines and printed product documentation files has declined, but not as much as in the period from 2016 to 2018. At this moment it seems that the situation is stabilising around the current share of users for each of these sources. Although not among the most important and useful channels for the installers, the traditional media still plays a certain role in keeping the professionals up to date and will need to be part of multichannel marketing communication. Companies, however, will need to make decisions on how to spend their communication budgets, taking into account the trends and the country-specific results regarding media usage.

Traditional Media on the Decline

Printed professional magazines and trade publications are seeing less and less engagement, a particularly noticeable trend in Germany, France and Belgium. Dutch installers turn to industry magazines more than others, but their preferences are mixed. That said, manufacturer-published magazines remain a steady and trusted source across most markets for those who still turn to print.

Personal Contact Still Matters

Despite the rise of digital, installers still value direct contact with manufacturer representatives – especially on troubleshooting or product innovations. This holds particularly true for Poland and Belgium; personal relationships are key.

Digital Tools Gaining Ground

Installers are increasingly turning to internet searches and manufacturer websites as primary sources of information. Professional apps are also growing, especially in job management, product configuration and accounting. In Germany and the Netherlands, manufacturer and wholesaler apps stand out as particularly valued tools.

Social Media Takes Center Stage

One thing is clear – social media is no longer just for personal use; it’s a vital professional tool. WhatsApp, Facebook and LinkedIn are the most widely used platforms for networking, communication and promoting work. In France and Belgium, social media is increasingly being used to showcase completed projects, highlighting a shift towards online visibility across the sector.

For manufacturers, this means that staying connected with installers will mean embracing digital, while nurturing personal relationships where necessary. The balance between traditional and digital media differs by audience, so investing in social platforms, digital tools and direct engagement strategies can support reaching and informing the industry.

Interested in a more detailed look at the latest industry trends? Get the full Q4 report now.