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Ready made reports / European Electrical Installation Monitor / Media orientation Q1 2023

Media orientation Q1 2023

Understanding media orientation is crucial for businesses operating in the electrical installation sector. In today’s digital age, where media channels are constantly evolving, it is essential to identify the most effective platforms to reach and engage with target audiences. This report offers a comprehensive analysis of media usage within the industry, providing actionable insights that can drive impactful marketing campaigns.



No. of pages


Target group

Electrical installers from the companies that provide electrical installation services, but may also do other activities in addition (HVAC, plumbing, etc.). Most interviews are conducted with owners/ directors or purchasers of these companies.

Key research topics

Media orientation


Based on 680 successful quantitative telephone interviews in native languages

Country scope

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


Full report in pdf or ppt covering all 7 countries, support from a key account manager in case of questions

Publication frequency



3,150 Euro

What is this report?

This report offers a comprehensive view of the installer's media orientation and preferred communication channels. Within the report, you will find insights into the installers' perspectives, including their use of traditional, digital, and other media channels. The report also provides information on selecting the appropriate media channels based on the installers' age.
This information can aid in shaping, refining, or developing your business, marketing, and communication strategies for engaging with electrical installers. The research is based on quantitative telephone interviews conducted with 680 electrical installers. These companies provide electrical installation services and are also involved in activities such as HVAC, and plumbing, among others. The interviews were conducted across the seven major European markets.

Why do you need this report?

This report will provide valuable insights into the perspectives of electrical installers on media usage and preferred channels. These insights will be particularly valuable for manufacturers targeting this group, as the information in the report can either validate current business, marketing, and communication strategies or lay the foundations for new ones. Furthermore, understanding installers behaviour and their attitudes toward specific communication channels will facilitate fact-based internal discussions without the need for custom research.

How was the research conducted?

This report is based on 680 successful quantitative telephone interviews with installers, conducted in the native language of the United Kingdom, Germany, France, Poland, Belgium, the Netherlands, and Spain. The report relies on a representative sample of installers.

Interviewed companies provide electrical installation services, but they may also engage in additional activities such as HVAC, plumbing, etc. Most interviews are conducted with owners/directors or purchasers of these companies. This research is conducted quarterly, with reports covering various key marketing topics such as 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 into media orientation and to identify how installers use traditional, digital, and other media channels. The study also offers insights into installers’ attitudes toward their most preferred social media channels and apps used for professional purposes. It highlights significant differences among the seven European countries covered and provides other essential insights for each country. Additionally, the report includes a detailed view of the turnover and order book developments of the installers, along with other relevant details.

Key questions answered

Do European electrical installers use social media, and if so, which ones and how much?

Which website do electrical installers use the most?

What are the attitudes of electrical installers toward traditional and virtual trade shows?

What is the best way to target both younger and older generations of electrical installers?

How much of an impact do advertisements targeting electrical installers have on them?

Table of content

  1. Key takeaways 
  2. Business development 
  3. Media orientation
  4. Cross country summary 
  5. United Kingdom 
  6. Germany
  7. France
  8. Poland
  9. Belgium
  10. The Netherlands 
  11. Spain

Frequently asked questions

  1. What is the impact of advertisements targeting electrical installers in Europe?

The impact of advertisements differs significantly across countries. German installers are the most inclined to investigate new products (67%) after noticing them in an ad and to invest time in learning about trends and developments (66%). They also tend to value printed information sources more than others (73%). Spanish installers, on the other hand, value audio/video content the most (57%).

  1. How has media usage changed over time among electrical installers in Europe?

Media usage is undergoing two key changes: social media is on the rise, while traditional media is slowly decreasing. The internet is considered the most useful information source.

  1. Which websites do European electrical installers use the most?

Google and manufacturers’ websites are the most commonly used. Installers often search for product-specific information. The third most frequently used websites are those of wholesalers.

  1. Which apps, digital tools, and social media platforms do European electrical installers use the most for professional purposes?

Apart from France, the majority of installers use social media for professional purposes. Facebook and WhatsApp are the most popular social media channels.

  1. Are European electrical installers eager to visit trade shows?

The intention to visit traditional trade shows is quite high, but participation in virtual trade shows remains very low so far, except in Germany.

What our clients say about us

Armin Dipping

Senior Manager strategic and international Marketing at Gira

With the Electrical installation monitor reports we receive from USP we get an overview and first insights on behaviour, relevant topics and trends in the electrical installation industry.

Miryam Salvador

Global Channel Director, Schneider Electric

Their specialized insights on construction and installation markets allow us to make go-to-market decisions based on factual data. Their customer-centric approach helps us put customer needs at the centre of our decisions.

Experts in charge of reports

Dirk Hoogenboom

Manager Sales & Marketing

Maja Marković

Team Leader | Consultant

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