Ready made reports / European Architectural Barometer / Media orientation Q1 2025
Media orientation Q1 2025
Unravel the media engagement trends among European architects in Q1 2025. Delve into how different media channels are utilized for information, inspiration, and professional growth. To preview a sample of this report, click here
year
2025
No. of pages
92
Target group
Architectural companies, excluding companies with only 1 employee
Key research topics
Media orientation among architects
Methodology
Based on 928 successful quantitative telephone interviews in native languages
Country scope
Germany, United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy
Deliverables
Full report in pdf or ppt covering all 8 countries, support from a key account manager in case of questions
Publication frequency
Quarterly
Price
2,000 Euro
What is this report?
In this report the media usage and orientation behaviour 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 architects 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 928 architects (1 or more employees) divided over the 8 major European markets. To preview a sample of this report, click here
Where can I see how this report looks like?
To make your purchase decision easier, we’ve prepared a sample of the report for you — to preview it, click here.
Additionally, you can contact us for a free demonstration where we will answer all your questions and help you select the most suitable report for your business. To contact us, click here.
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 928 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
- Key insights
- Economic developments
- United Kingdom
- Germany
- France
- Spain
- Italy
- Netherlands
- Belgium
- Poland
- Media orientation
- Key information
- General orientation
- Traditional sources
- Social media
- Professional magazines
- Trade Shows
- Digital media sources
Frequently asked questions
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Where do architects in Europe primarily find information about laws, regulations, and technical details?
The internet continues to be the primary channel through which architects seek work-related information. While this broad category encompasses many sources, it highlights architects’ tendency to consult multiple online platforms rather than relying on
a single dominant source
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What type of media do architects mostly use?
Despite the rise of digital channels, traditional media—such as professional journals, manufacturer brochures, and product catalogues—remains widely used. Architects do not express a strong preference for print or digital formats when it comes to
journals and magazines. However, digital versions of brochures and product documentation are generally favored.
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What is the most commonly used form of social media for architects?
Instant messaging platforms are the most commonly used form of social media for professional purposes. Social media is used the least by German architects.
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Why do architects visit trade shows and who is most likely to visit them?
Swedish and Italian architects are most likely to visit trade shows. Each country’s trade shows are usually preferred by architects from that country. New products/innovations are the main reason why most architects visit trade shows.
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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.
- 91% use digital product documentation files.
- 83% use architectural platforms and websites.
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Why do architects use social media platforms?
Networking and promoting one’s own business are the most common reasons for professional use of social media platforms. Dutch and British architects like to promote their business on social media more than those from other 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
Head of New Business Development & Sales
Jeroen De Gruijl
Team Leader | Consultant
Matko Jurkovic
Research Analyst
Contact us
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