explore our market researches

Market reports

See all
usp

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Installation

Purchase channels Q3 2023

2023 106 pages

This report provides a comprehensive view of the attitudes of installers toward purchase channels, specifically among HVAC installers. In the report, you will find insights into buying behaviour, which channels are mostly used, which are growing, and whether online channels are gaining acceptance.

Installation

Sustainability Q1 2023

2023 73 pages

Delve into sustainability trends in the home improvement sector in Q1 2023. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.