News I published 15 April 2022
Why manufacturers of construction materials need mobile-friendly websites?
Despite a pandemic and a trend of digitalisation in the construction sector in general, the media usage of European contractors has not changed much over the past two years, including most digital media channels. Manufacturers’ websites, wholesalers’ websites and digital news letters are as important in 2021 as they were in 2019, as they are used by about nine, eight and seven out of ten European contractors respectively. The only significant increase was seen in usage of both social media and mobile apps, which about six out of ten contractors used in 2021.
These figures show the importance of digital media channels for manufacturers and brands of construction products and materials, but they lack one important detail. In the previous century, contractors could only access digital media through bulky desktop computers, but nowadays, contractors can access digital media pretty much anywhere on a variety of mobile devices. For successful marketing through digital channels, manufacturers and brands need to make sure that their websites are compatible with the devices contractors prefer to use.
The question is which devices contractors prefer to use for which digital sources. That is what we asked 950 European contractors about for the H2 2021 report of USP Marketing Consultancy’s Contractor monitor, which focuses on media orientation of contractors from eight European countries.
Desktops are still used the most for websites
Around three quarters of the European contractors still use desktops to search information on websites of both manufacturers and wholesalers. Around one in six contractors use laptops for the same purpose, while almost none of them use tablets. A slight increase in usage of smartphones to search on websites can be seen, but that only resulted in 9% of contractors using smartphones to search on wholesalers’ websites, and 6% on manufacturers’ websites. On average, it is clear that the desktop and laptop are still the clear winners where it comes to searching information on websites.
Mobile devices should not be ignored though
This does not mean that both manufacturers and wholesalers of construction products and materials can ignore mobile devices altogether. As we saw before, contractors’ usage of mobile apps and social media is ever increasing. The above graph also shows that 37% of contractors already use smartphones to search information through social media.
This means that it is increasingly lucrative for manufacturers and brands to incorporate social media presence in their marketing strategies. It also increases the necessity for a mobile-friendly website. One of the aims of a brand’s presence on social media is to activate contractors to find out more about it, for instance by clicking and accessing the website. For the many contractors that use mobile devices for social media, the linked websites should also be mobile-friendly. Given that contractors expect usage of digital media sources, and especially of social media to significantly increase in the coming years, manufacturers and wholesalers should be prepared with a website that is fully functional and pleasant to use on both desktop and a variety of mobile devices. To see what devices are preferred by contractors in eight European countries, we refer you to the H2 2021 report of USP Marketing Consultancy’s Contractor monitor.
Read more
24 September 2024 I Jeroen de Gruijl
Blockchain, AI, AR and IoT – Architects’ Outlook
24 September 2024 I Dirk Hoogenboom
Future Developments in Construction Still Far Away
31 July 2024 I Dirk Hoogenboom
How is the smart and connected products market evolving in Europe?
18 July 2024 I Dirk Hoogenboom
Willingness to invest of European consumers in sustainability improvements of their houses lower in 2024 than in 2023
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
Special reports
Construction
Prefab H1 2024
2024 63 pages
Discover the adoption rate and benefits of prefabrication technology among European contractors in H1 2024. Understand the driving forces behind prefab usage and its impact on project efficiency and cost-saving.
6,300 Euro
Construction
Future of construction Q2 2024
2024 82 pages
Explore the evolving future in construction sector among European architects in Q2 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.
1,850 Euro
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
Home Improvement
Purchase channels Q2 2024
2024 90 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 Euro
Home Improvement
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
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
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
Smart and connected products Q2 2024
2024 129
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among HVAC installers, plumbers 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
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
Special reports
European Sustainability Report 2024
2024 51 pages
This report provides in-depth insights based on triangulation of key market information and data as well as data from USP Marketing Consultancy’s key monitors that are carried out year in, year out. The focus of this report is on the most important stakeholders within the construction industry, namely architects, contractors, electrical and HVAC installers within The United Kingdom, The Netherlands, Belgium, Germany, Poland, France, Italy, and Spain.
3,950 Euro