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Ready made reports / European Home Improvement Monitor / Rise of digital natives Q1 2022

Rise of digital natives Q1 2022

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.



No. of pages


Target group


Key research topics

Digital natives in the home improvement sector


Based on 4.399 successful online interviews in native languages

Country scope

Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria


Full report in pdf or ppt covering all 11 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 overview of the home improvement industry with a primary focus on the significance of digital channels and the rise of digital natives. Within this report, you will gain insights into how digital natives engage with digital channels in the home improvement sector and the factors influencing their choices.
Furthermore, the report explores the economic landscape of the home improvement sector, examining whether digital natives are actively involved in home improvement projects and to what extent digital channels impact their decision-making. This data can prove invaluable for refining, enhancing, or developing your business, communication and digital strategies within the European DIY consumer market in the digital age. Our research is based on online interviews conducted with 4,399 European consumers across Germany, the United Kingdom, France, the Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden, and Austria.

Why do you need this report?

This report aims to shed light on the growing influence of digital natives and evaluate the impact of digital channels on European customers within the home improvement sector. These insights hold significant importance for DIY stores and manufacturers targeting European customers in this market. With this information at their disposal, businesses can refine their marketing and communication strategies to better engage with digital native customers. Additionally, understanding the behaviour, preferences, and attitudes of customers in the context of home improvement will streamline data-driven internal discussions, reducing the need for customized research.

How was the research conducted?

This report is based on 4.399 successful online interviews with consumers in European countries: Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria. This research is conducted quarterly with the reports covering different key topics in the home improvement industry like media orientation, DIFM vs. DIY, sustainability, branding, digitalisation of the sector, purchase channels and many more.

What is included in this report?

The primary aim of this research is to provide insights on the rise of digital natives and measure the extent to which digital channels impact European customers in the realm of home improvement. It seeks to uncover how these customers purchase home improvement products and which digital channels play a pivotal role in their decision-making process. By exploring consumer attitudes, this study delves deep into the factors that shape their preferences when it comes to acquiring home improvement items. Spanning across 11 European countries, the research also investigates consumer preferences within specific product categories.

This extensive study aims to provide an in-depth understanding of the current landscape and emerging trends in the ever-evolving home improvement industry. It places a particular emphasis on the influence of digital channels and their impact on consumer behavior within this sector. Additionally, the research encompasses an economic analysis of the DIY sector, offering insights into the future behavior of consumers in this context.

Key questions answered

Which online sources do European customers mostly use for orientation when it comes to home improvement projects?

What role does social media play among digital natives in home improvement projects?

Which channels have the most influence on design choices among European customers in home improvement projects?

Which websites lead in online orientation among European customers in the home improvement realm?

What is the percentage of households in Europe that have undertaken home improvement projects?

How much does the average European household spend on home improvement projects?

Which home improvement products are most commonly searched for online?

Table of content

  1. Key insights 
  2. European developments 
  3. Rise of digital natives 
  4. European overview 
  5. Country overview 
    1. Austria 
    2. Belgium
    3. Denmark
    4. France
    5. Germany 
    6. Italy
    7. The Netherlands
    8. Poland
    9. Spain
    10. Sweden
    11. The UK
  6. Home improvement per category

Frequently asked questions

  1. Which online sources do European customers primarily use for orientation in the home improvement realm?

Amazon (42%), Google (42%), and DIY store websites (39%) are the most commonly used online sources for orientation.

  1. Which platforms do European customers mostly use during the renovation of their living room, bathroom, or kitchen?

YouTube (37%) and Google Images (35%) are the platforms that most respondents expect to use during the renovation of their living room, bathroom, or kitchen.

  1. Can social media serve as an inspiration to European customers in the home improvement realm?

28% of European customers have been inspired by a social media post, with Instagram being the most frequent source of inspiration on social media.

  1. What are the most common sustainability improvements in European households when it comes to home improvement?

The installation of LED lighting is the most expected sustainability improvement, with 22% of European households planning to implement it.

  1. How much do European households approximately spend on home improvement?

Total spending by European households on home improvement increased by 1% in Q1 2022 compared to Q1 2021 and amounted to 119 EUR.

How our amazing clients describe us

Caroline Roque

EMEA Consumer and Market insights, Manager 3M Consumer Business Group

The USP team has very strong expertise in the construction and home improvement markets. We are using their detailed home improvement monitor reports very extensively.

Daniel Angelovski

Group insights manager at Velux

The specialized insights in the Home Improvement Monitor are a great source of input for our industry analysis.

Experts in charge of reports

Dirk Hoogenboom

Manager Sales & Marketing

Reinier Zuydgeest

Managing Consultant

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