explore our market researches

Market reports

See all

News I published 15 June 2023

Manufacturers are one of the most important sources of information for DIY companies

For almost two decades, we have been monitoring the media orientation behavior of a wide range of construction and installation professionals. This has allowed us to understand which media sources architects, contractors, installers, and painters primarily use and how those preferences evolve. However, handyman businesses have remained a largely unknown group in terms of their media behavior. At least until now.

Understanding the media behavior of handyman businesses opens up lucrative channels

To gain more insights into this rather elusive group of professional handymen, USP Marketing Consultancy has launched the Handyman Insight Monitor. Handyman businesses, also known as multi-skilled tradesmen, are small contractors (maximum of 4 employees) that perform various construction and installation tasks. Our findings demonstrate that these professional handymen are numerous and often make decisions regarding brands and purchases. This makes them an interesting target group for manufacturers of construction materials and products.

Last year, we focused on procurement channels and revealed where handyman businesses from seven European countries prefer to purchase different products and materials they use. It turned out that the purchasing behavior of handymen differs from that of other construction professionals such as contractors and painters. This year, we examined how they acquire information about those products by focusing on the media orientation of handymen. Our results unveil the best channels to reach European handymen.

Manufacturers and points of purchase provide the most significant sources of information

We asked over 1300 handymen if and how often they use various sources of information for work-related purposes. Their responses, divided into digital and traditional sources, are depicted in the graph and reveal some clear favorites. Manufacturer websites have the largest audience: eight out of ten handymen use them as a professional source of information. With seven out of ten users, websites of construction material stores also score high as a digital source.

However, the second most popular source of information is the advice from staff at the points of purchase, closely followed by manufacturer representatives. These are not only traditional sources but also personal sources. Among handymen, these two personal sources are equally important as the most popular digital sources. Interestingly, whether digital or personal, the most popular sources share the same origin: manufacturers of construction materials or the stores where they are purchased.

Handyman businesses have specific expectations of manufacturer sources

This is good news for manufacturers aiming to target handyman businesses, as their websites and representatives rank among the most popular sources of information. However, to effectively utilize these channels, it is not enough to know how many or how often a source is used. It is equally, if not more, important to understand the specific purposes for which these sources are utilized.

Manufacturer sources serve as a prime example to emphasize this importance. When handymen indicated using manufacturer websites or representatives, we also asked them what information they expected to find through those sources. It turns out that handyman businesses primarily view manufacturer websites as a source for product data sheets, including product features and prices. They prefer contacting a representative to learn about new products and innovations, receive price updates, and address specific issues.

Heterogeneous handyman businesses need to be studied in detail for effective targeting

The popularity of information sources among handyman businesses varies just as much as the information they prefer to find through them. Since handyman businesses are a rather heterogeneous group of professionals, the differences and nuances don’t end there. The information in this article is based on the average responses of professional handymen from seven European countries. Their behavior and preferences may vary significantly when zooming in on a specific country.

Even within countries, handymen can be a diverse group. Therefore, the Handyman Insight Monitor 2022-2023, following the profiling of the average handyman business in the previous monitor report, aims to segment handymen into different

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



Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.


Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.


European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.


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.

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.

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.


Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.


BIM Q1 2024

2024 84 pages


Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.


Challenges toward sustainable future Q4 2021

2024 111 pages


Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.


European Heat Pump Monitor: Homeowners’ insight


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.