explore our market researches

Market reports

See all

News I published 08 December 2023 I Dirk Hoogenboom

Age is essential for successful targeting of installers

Social media are on the rise, while traditional media are slowly losing their audience. That is a general trend that is more or less visible throughout the construction and installation sectors. The same is shown by European electrical installers, for instance. For manufacturers, this makes social media channels increasingly attractive to reach installers. However, as shown in a previous article, usage of social media is not growing as much or as rapidly in every area.

This means that the effectiveness of media sources as marketing channels depends on where you want to reach installers. Location is not the only factor at play here, however, as is shown by the results of USP Marketing Consultancy’s European Electrical Installation Monitor. For instance, the usage of different media sources is very much influenced by the age of the installers.

Younger installers are easier to reach through social media

As mentioned, European installers’ usage of traditional sources like printed magazines, trade journals, and brochures has steadily declined over the past years. Meanwhile, the share that uses social media has grown quite rapidly, making social media an increasingly effective channel to reach installers. However, chances are high that you will mainly reach the younger generations of installers.

When we split up installers in a younger group of below 50 years of age, and an older group of above 50, their media orientation behaviour differs a lot. That is especially the case for social media usage. Not only are younger installers more likely to use social media, they spend more time on them and are more likely to use them to promote their company as well.

Older installers are more traditional in their media orientation

Installers 50 and older, on the other hand, are less likely to use social media. That means that they are also less likely to be reached by a media campaign that relies on social media channels. If you want to reach that older generation, for instance, because they are more often in higher positions and have more decision-making power than their younger colleagues, it is best to use other channels.

Interestingly, the traditional channels, which are steadily losing their audience, may be a better option here. Older installers more often use traditional media like magazines and find printed sources more important. This goes to show that knowledge of the general trends of media usage and orientation behaviour in the installation sector cannot guarantee successful marketing. Knowing the finer details of the audience you aim to reach is essential.

Do not forget to make it personal

Essential though these finer details may be, they are still based on averages. Aside from social media, the older generations are also less likely to use digital media. But that does not mean they never use them. Similarly, the younger generation may be using social media more and more often, but that does not mean they place no value on personal sources of information.

Digital and personal sources are used by nearly all installers as sources of professional information. Especially personal sources are highly valued and often used. To find out which personal sources installers value most and which information they expect to gather there, we refer you to USP Marketing Consultancy’s Q1 2023 European Electrical Installation Monitor.

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.


Home Improvement



BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses


Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.


Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.


Purchase behaviour 2023

2023 64 pages

Uncover the purchasing behaviors among painters in 2023. Understand the factors driving their choices and how they relate to product and brand preferences.


Sustainability Q2 2023

2023 94 pages

Uncover architects' perspectives on sustainability in Q2 2023. Explore the evolving sustainable practices and the impact on architectural designs and project implementations.


Media orientation Q1 2023

2023 95 pages

Unravel the media engagement trends among European architects in Q1 2023. Delve into how different media channels are utilized for information, inspiration, and professional growth.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.

Home Improvement

Do-it-yourself or do-it-for-me Q4 2022

2022 93 pages

Explore the prevailing trends between DIY and DIFM in Q4 2022. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.


Training needs Q4 2023

2024 110 Pages

This report explores the training needs of installers, both digital and personal. The full report covers all important training needs & aspects and offers a comprehensive overview of business development in the installation sector across important European countries.


Purchase channels Q4 2023

2024 97 pages

This report offers a comprehensive view of the buying and ordering behaviour among electrical installers in Europe. Within the report, you will find key information on the purchase channels installers use, the share-of-wallet per channel, the way of ordering and much more.


Services in the Installation market Q2 2023

2023 111 pages

This report explores the type of support installers anticipate from manufacturers and to what degree. Alongside a thorough examination of installation services, the report presents a comprehensive overview of business development in the installation sector across important European countries.


Sustainability Q1 2023

2023 99 pages

The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on sustainability aspects in the industry.


Purchase channels Q3 2023

2023 106 pages

This report provides a comprehensive view of the attitudes of installers toward purchase channels, specifically among HVAC installers. In the report, you will find insights into buying behaviour, which channels are mostly used, which are growing, and whether online channels are gaining acceptance.


Sustainability Q1 2023

2023 73 pages

Delve into sustainability trends in the home improvement sector in Q1 2023. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.