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News I published 06 December 2023 I Dirk Hoogenboom

Growing usage of social media channels for professional purposes by plumbers and HVAC installers

Since 2018, users of social media among plumbers and HVAC installers have increased by 15% on average

The number of installers using social media channels is growing, but the developments per country differ. We can see that France, the country with the lowest number of social media users (only 15%) in 2018, is catching up, with its current share of users reaching 43%. With these new results, France shows a share of social media users similar to Poland, where the usage of social media has remained quite stable in the last two years (from 37% in 2018 to 41% in 2020).

Next to France, the share of users in the UK has also grown significantly in 2 years, from 58% in 2018 to 79% in 2020. With these latest results, the UK has actually outperformed all other countries, including the Netherlands, which shared first place with the UK in 2018.


WhatsApp, YouTube and Facebook are the most used social media channels for professional purposes

LinkedIn is the fourth most important social media platform for installers, but it appears among the top three channels in the Netherlands, the UK, and France only.

On a total level, in the last 2 years, especially WhatsApp and YouTube have managed to gain more users among European installers. WhatsApp has grown mainly in the UK, France, and Belgium, while YouTube has grown in the UK and France.

In the Netherlands, a negative trend can be seen for three of the media channels: Facebook, LinkedIn, and Twitter. They have lost their position among the installers.

The purpose of using social media has not changed over time, however.  Networking, advertising the business, showing their work, or searching for the opinions of colleagues, the latest news, product information, or solutions to technical problems are still reasons to use different social media channels.

To conclude

The usage of media channels by installers is diverse, and in addition to the known sources of information, social media are also gaining ground. This will surely make the work of the marketing and communication departments of manufacturers more challenging, but on the other hand, it is positive to see that mainly a couple of social media channels are important and no resources should be invested in the platforms that are still having a very low penetration among this target group. The differences per country are significant, which means that taking into account the local situation is essential for successful communication campaigns.

Discover more detailed insights on social media usage among plumbers and HVAC installers in the Q4 2022 European Mechanical Installation Monitor: Media Orientation report.

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