Architects Go Digital – But Not Like You’d Think

As construction slowly modernizes, architects are becoming more digitally engaged. But they’re not following the broader social media hype. According to the European Architectural Barometer Q1 2025, they rely on social media for a selective, practical role in their workflow – using it for direct communication and business visibility, not for news or innovation tracking.

Messaging Leads, Germany Lags

In 2025, the most used form of professional social media among architects is instant messaging. Platforms like WhatsApp and Telegram are used by 63% overall, with 41% of architects reporting daily usage. Usage is highest in Spain (94%), Italy (85%) and the UK (64%), while Germany continues to show the lowest engagement through all digital channels – a consistent trend across past surveys.

LinkedIn Has Regional Strongholds

A total 39% of architects use professional networking platforms – like LinkedIn and Xing – with more open networking cultures peaking in the Netherlands, UK and Spain. Poland and Belgium, on the other hand, show far lower usage on these platforms, 22% and 33% respectively.

Facebook and Twitter Barely Register

Multi-purpose platforms like Facebook and X (formerly Twitter) have minimal professional traction. Facebook is used the most in Spain (70%), but a cross-country breakdown shows shy water-treading, ranging from a Dutch 17% to a Polish 39%.

Purpose: Visibility and Networking

Architects aren’t chasing content. They’re being pragmatic about social media – a quarter of them use it for networking and a close 24% use it for promoting their business (most notably the UK and the Netherlands). Showcasing their work, tracking innovation or getting their peers’ opinion? That’s not the main draw at all.

Generational Divide Still Strong

Architects under 45 are far more digitally inclined. They use social media more regularly, turning to it for news sources and market trends, favoring digital tools overall – they read manufacturer brochures more often, make greater use of manufacturer representatives, and regularly visit architectural platforms and online calculation tools.

In contrast, professionals 45+ tend to favor traditional formats and personal networks: they are more likely to rely on colleagues and peers for information, prefer printed media, turn to magazines for the latest updates, and rely more heavily on email newsletters. At trade shows, they focus on learning about new product offerings and expect manufacturer websites to provide detailed technical documentation.

Bottom Line

Social media is in European architect toolkits, but it’s not about trends. It’s about communication and exposure, used selectively, and led by the next generation. For the full picture, check out the European Architectural Barometer Q1 2025.