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Ready made reports / European Architectural Barometer / Media orientation Q1 2023

Media orientation Q1 2023

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.



No. of pages


Target group

Architectural companies, excluding companies with only 1 employee

Key research topics

Media orientation among architects


Based on 950 successful quantitative telephone interviews in native languages

Country scope

Germany, United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy


Full report in pdf or ppt covering all 8 countries, support from a key account manager in case of questions

Publication frequency



1,850 Euro

What is this report?

In this report the media usage and orientation behavior of architects is closely examined. The report covers a wide variety of media channels used, such as social media, trade shows/journals, digital media and much more. It answers key questions about what media sources contractors are using and for what purposes. Now, and in the future. Key insights to sharpen and shape your marketing communication strategy. This research is based on quantitative telephone interviews with 950 architects (1 or more employees) divided over the 8 major European markets.

Why do you need this report?

This report will provide key insights in the media and orientation behavior of architects. The insights provided will be especially useful for the marketing communication strategy of manufacturers and wholesalers supplying this target group, as it will help increase its effectiveness. Understanding which media the architects consume the most and for what purposes will validate or challenge the current and future strategy and will allow for more fact based internal discussions, without the need for conducting a tailor made investigation in the orientation behavior of the general contractors.

How was the research conducted?

This report is based on 950 successful quantitative telephone interviews with architects, conducted in 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 1 employee being excluded. This research is conducted biannually with the reports covering different key marketing topics like media orientation, BIM, prefab, sustainability and many more.

What is included in this report?

The primary focus of this research is to provide key insights in the media orientation and usage amongst architects, focussing on the key media channels they use to get work-related information. The report covers which channels are used and for what purposes, now and in the future, highlights key differences between the 8 European countries covered and other key insights like what devices are used to access the information they need. The report also includes a detailed view on the turnover and orderbook developments of architects and background information on their company size, and other relevant information. This report will be a crucial input for shaping, improving or reviewing your current marketing communication strategy. 


Architects play a pivotal role in the construction industry, serving as early indicators of both positive and negative changes. The trends and developments within architectural firms serve as valuable predictors for the overall construction market. USP publishes forecasts for building volumes based on insights gained from the experiences of architects (but also all other stakeholders that are regularly interviewed by USP in the construction business value chain) and 11 other market indicators. Our future building volumes predictions have proven accurate and have stood the test of time.

Key questions answered

What is the preferred professional communication method among architects?

Among architects, what are the most commonly used media?

Which digital channel do architects use the most?

What are the primary social media platforms used by architects?

Which traditional media do architects rely on the most?

For what purposes do architects use various media?

Table of content

  1. Key insights
  2. Economic developments 
    1. United Kingdom
    2. Germany
    3. France
    4. Spain
    5. Italy
    6. Netherlands
    7. Belgium
    8. Poland 
  3. Media orientation 
    1. Key information 
    2. Traditional media 
    3. Personal contact 
    4. Digital media 
    5. Social media

Frequently asked questions

  1. Where do architects in Europe primarily find information about laws, regulations, and technical details?

The internet is their essential tool and primary source for accessing such information.

  1. What type of media do architects mostly use?

Digital media is their primary source for professional purposes.

  1. What type of communication do architects prefer?

A large majority of architects still prefer contacting a manufacturer’s representative via phone or in-person visits to obtain information.

  1. What are the most popular trade shows in Europe visited by architects?

Popular trade shows in Europe for architects include Batibow in Belgium, BouwBeurs in the Netherlands, Ecobuild in the United Kingdom, Batimat in France, Construmat in Spain, Salone del Mobile Milano in Italy, Budma in Poland, and Bau in Germany.

  1. To what extent do architects use the following digital media sources for professional purposes?

  • 99% of architects use internet search.
  • 94% of them visit manufacturer websites.
  • 87% use digital product documentation files.
  • 80% use manufacturer platforms.
  1. Do architects use social media? Yes, 77% of architects use social media and spend an average of 2.5 hours per week on it.

What are the top 3 social media platforms that architects use? LinkedIn and Instagram are among the top 3 in the majority of European countries.

What our clients say about us

Anne Marie O’Toole-Deviller

Head of Marketing West at Kingspan

The USP Architectural barometer research has been a great asset for us in this regard and a solid basis for conducting further in-depth research.

Daniel Angelovski

Group insights manager at Velux

Their specialized insights through the European contractor monitor and European architectural barometer provide a level of industry knowledge that is otherwise challenging to obtain.

Jan Coerts

European Owens Corning

We use the European architectural barometer reports from USP to get architectural input on items relevant for the building and construction industry in Europe, helping us to set priorities in our innovation agenda.

Experts in charge of reports

Dirk Hoogenboom

Manager Sales & Marketing

Jeroen De Gruijl

Team Leader | Consultant

Contact us

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