Media orientation H1 2025

This report will provide key insights into media orientation and information consumption among European contractors. These findings will be especially valuable for manufacturers, software providers, service companies, and wholesalers seeking to engage this audience more effectively. The insights can validate your current media and communication strategy or serve as a foundation for building new, targeted approaches.

Furthermore, understanding how contractors consume media, which channels they trust, and how their preferences are shifting will enable fact-based internal discussions and decision-making—all without the need for costly, custom research.

This report is based on 944 successful quantitative telephone interviews with general contractors, conducted in the native language in Spain, Italy, France, Belgium, the Netherlands, the UK, Germany and Poland. The report is based on a representative sample of contractors, with companies with less than 5 employees being excluded. This research is conducted biannually, with reports covering different key marketing topics like media orientation, BIM, prefab, sustainability, and many more.

The primary focus of this research is to deliver key insights into the media orientation and information behavior of European contractors, with a specific emphasis on which channels they use, how frequently, and how their preferences are evolving. The study also explores contractors’ attitudes toward different media platforms—from traditional channels to digital—and whether they perceive these channels as valuable for staying informed and making business decisions. It highlights key differences across the 8 European countries covered and offers further market-specific insights.

The report also provides a detailed overview of contractors’ company profiles, including turnover and orderbook developments, company size, primary activities, and the market segments they are most active in. This report serves as a crucial tool for shaping, improving, or reviewing your media and communication strategy to effectively connect with contractors across Europe.

The report also includes a detailed view of the turnover and orderbook developments of the general contractors and background information on their company size, activities, segments most active, and other relevant information. This report will be a crucial input for shaping, improving, or reviewing your current BIM and digitalization strategy.

• How much impact do you think the threat of a global trade war has on the construction sector in your country?
• For how many months will you be able to keep your current staff working?
• How much impact do you think the threat of a global trade war has on the construction sector in your country?
• What percentage of your turnover do you get from new build projects?
• What are these positive effects on the construction sector in your country?

1. Preface
2. Management summary
3. Profiling the building contractor
4. Orientation