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Ready made reports / Handyman Insights Monitor / Behavioural segmentation and media usage report 2023

Behavioural segmentation and media usage report 2023

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.



No. of pages


Target group

Companies that have a maximum of 4 full-time employees (including the owner) and are involved in at least 3 building construction activities.

Key research topics

Profiling, orientation behavior and media usage


Based on 1.333 successful quantitative telephone interviews in native languages

Country scope

Spain, Italy, France, the Netherlands, the UK, Germany, and Poland


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

Publication frequency



8,400 Euro

What is this report?

This report provides a solid and clear behavioral segmentation of the European handyman, categorizing them into various sub groups. Furthermore, detailed information is provided on their orientation behavior.

This information can assist you in refining, enhancing, or developing your business strategies targeted at handymen. Our research is based on quantitative telephone interviews conducted with 1,333 handymen, each representing firms with one or more employees, distributed across the seven major European markets.

Why do you need this report?

Professional handymen are an important target group in building construction, but because they are part of such a broadly defined population, the professional handyman is hard to define and reach out to. As a result, professional handymen are a rarely researched target group, and very little is known about their business and behaviour. This monitor aims to solve that by profiling the professional handyman.

This report will provide  solid and clear behavioral segmentation of the European handyman, categorizing them into various sub groups. Furthermore, the report also covers the orientation behavior of the handyman. Those details will be most beneficial to marketing departments, sales departments, and product development teams. These insights will be particularly valuable for manufacturers and wholesalers targeting this group, and with this information, they can optimize their business strategies. Furthermore, understanding handymen’s behaviour and preferences will facilitate fact-based internal discussions without the need for custom research.

How was the research conducted?

This report is based on 1.333 successful quantitative telephone interviews with handymen, conducted in their native language in Spain, Italy, France, the Netherlands, the UK, Germany, and Poland. The report is built upon a representative sample of handymen from companies with a maximum of 4 full-time employees (including the owner) who are involved in at least 3 building construction activities. This research is conducted annually, with the reports covering various key marketing topics.

What is included in this report?

The primary focus of this research is to provide key insights into who the European handymen are. The report examines handymen’s professional behaviour and determines whether they tend to lean toward traditional media or if it is common for them to use digital media in their work. It highlights key differences among the seven European countries covered and provides detailed insights. The report also includes a comprehensive profile of handymen. If your target audience includes handymen, this report can help you develop a more precise strategy and sharpen your approach toward this group.

Key questions answered

What is the average age of European handymen?
How many years of experience do European handymen typically have?
What are the typical projects that European handymen are usually booked for?
What are the four typical groups of handymen based on behavioral segmentation determined by this study, and what are their characteristics?
Do handymen care about environmentally friendly products?
What are the most common purchase points among European handymen?
Do handymen care about the latest products, and what is more important to them: the price or quality of the products?
How do handymen use digital media?

Table of content

  1. Management summary
  2. Profile of the handymen 
  3. Professional behaviour 
  4. Buying behaviour 
  5. Orientation behaviour and media usage

Frequently asked questions

  1. Do handymen in Europe commonly advertise their work online?

Handymen do not typically market their services online, except in the UK, where 52% use digital media for promotion.

  1. Are handymen in Europe willing to promote environmentally friendly products to their clients?

Most European handymen are likely to promote environmentally friendly products to their clients.

  1. What is more important to European handymen, price or quality when buying their products?

According to the majority of handymen in the Netherlands, Spain, France, Germany, Italy, Poland, and the United Kingdom, quality takes precedence over price when purchasing products.

  1. What is the most common purchase point among handymen in Europe?

Hardware stores are the most common purchasing point for handymen when it comes to power tools. General builders’ merchants dominate in Germany, while pure online shops are most common in Poland.

  1. What kind of publication on digital media do European handymen tend to read the most?

Among online sources, manufacturers’ websites are the most visited by handymen in all countries, primarily for obtaining information on product features.

What our clients say about us

Dalia Gonciauskaite

Marketing Manager Architectural at Covestro

It’s great that the European painters insights monitor reports are focusing on key topics that are highly relevant for our business.

Mila Valjentova

Strategy & Market Intelligence Director & Saint-Gobain

The European contractor monitor reports we receive from USP are of a great interest in our company. The reports’ insight are completing our analysis and contribute to strategic decision making.

Experts in charge of reports

Dirk Hoogenboom

Manager Sales & Marketing

Zeynep Kutsal

Team Leader | Consultant

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