News I published 29 June 2022
Optimising the online journey for brands of home improvement products more important than ever before
Online orientation for home improvement products has been on the rise for many years now. Almost half of consumers search for information on home improvement products online, even though the majority of these products are bought off-line. For manufacturers and brands of home improvement products, this gives the opportunity to catch the eye of the consumer very early by establishing solid online presence in the right channels.
The importance of optimising that early online stage of the customer journey is increasing, as appears in the results of the latest report of USP Marketing Consultancy’s European Home Improvement Monitor. In the Q1 2022 report, we focus on the media orientation of consumers of home improvement products in eleven European countries. Results show that while online orientation is still rising steadily, the impact of that orientation on consumers’ decision making process is rising rapidly.
Online orientation is becoming the norm
As mentioned, nearly half of consumers search for information on home improvement solutions and products online. This shows the necessity for manufacturers and brands of home improvement products to present themselves online, as roughly half of your target group can be reached by a solid presence on online channels.
As the above graph shows, online orientation is found either useful or very useful by 80% of those consumers who searched for information on home improvement products online. All this shows that online orientation for home improvement products is more and more becoming the norm. So much so that we now see that this early orientation affects the consumers’ decision-making process.
Brand choice more often based on online information
The above graph shows that the brand choice for a certain home improvement product is increasingly made before visiting a shop to make the purchase. For brands and manufacturers, this puts more pressure on successfully playing the game of online marketing. By catching the eye of the consumer early in the journey, and by optimising the online journey for your brand, you can stay ahead of your competition. To find out which online channels are used most by consumers for orientation on certain product groups in 11 European countries, we refer you to the Q1 2022 report of USP Marketing Consultancy’s European Home Improvement Monitor.
Read more about the subject
18 July 2024 I Dirk Hoogenboom
Willingness to invest of European consumers in sustainability improvements of their houses lower in 2024 than in 2023
02 July 2024 I Dirk Hoogenboom
BIM adoption among European HVAC installers remains low
06 June 2024 I Maja Markovic
Sustainability in the electrical installation sector; slow but steady growth
06 June 2024 I Dirk Hoogenboom
Trends in construction material usage
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
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.
1,850 Euro
Construction
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.
6,300 Euro
Construction
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.
1,850 Euro
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
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
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
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.
3,150 Euro
Installation
Smart & Connected Products Q2 2024
2024 120 pages
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among electrical installers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
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.
3,150 Euro
Installation
BIM Q1 2024
2024 84 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on BIM adaptation in the industry.
2,650 Euro
Installation
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.
3,150 Euro
Installation
Challenges toward sustainable future Q4 2021
2024 111 pages
2,650 Euro
Installation
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.
3,150 Euro