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.
Read more about the subject
26 March 2024 I Ralitsa Ruseva
What are the best topics for training according to HVAC installers in Europe?
15 March 2024 I Maja Markovic
Who is the biggest challenger of the European electrical installation wholesale?
07 March 2024 I Reinier Zuydgeest
Do-it-for-me becoming more popular in the European home improvement market
26 February 2024 I Jeroen de Gruijl
BIM usage European level
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.
Construction
Home Improvement
Installation
Construction
BIM Q4 2023
2024 246 pages
Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses
1,850 Euro
Construction
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.
6,300 Euro
Construction
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.
8,400 Euro
Construction
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.
10,815 Euro
Construction
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.
1,850 Euro
Construction
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.
1,850 Euro
Home Improvement
DIY versus DIFM Q4 2021
2024 113 pages
This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euros
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.
3,150 Euro
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.
3,150 Euro
Installation
European Heat Pump Monitor: Homeowners’ insight
2024
The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.
5,900 Euro
Installation
European Heat Pump Monitor: Heat pump installers’ insight
2024
The European Heat Pump Monitor: Heat pump installers’ insight is an annual survey based on 920 phone interviews with heat pump installers, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.
9,800 Euro
Installation
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.
2,650 Euro
Installation
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.
3,150 Euro
Installation
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.
2,650 Euro
Installation
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.
2,650 Euro