Media orientation 2026

This report is crucial for understanding the painters’ attitudes toward media channels, including traditional and digital media. It also sets brand funnels and examines which brands are the most preferable among professional painters in different categories. By understanding how painters consume media, stakeholders in the paint industry can adapt their strategies to meet the evolving needs of professional painters. This report will provide key insights into painters and their professional behaviour and will be most beneficial to marketing and communication 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 marketing and business strategies. Furthermore, understanding painters’ behaviour and preferences will facilitate fact-based internal discussions without the need for custom research.

This report is based on successful quantitative telephone interviews with painters conducted in their native language. The number of interviews depends on the number of countries investigated in the report. There are three research options available: the 11-country report is based on 1,905 interviews, the 10-country report is based on 1,753 interviews, and the 8-country report is based on 1,453 successful interviews. The report is built upon a representative sample of painters from companies that indicate spending more than 10% of their working time on painting. On average, interviewed companies spend 79% of their time on painting. This research is conducted annually, with the reports covering various key marketing topics.

The primary objective of this research is to provide valuable insights into trends in media orientation among painters. The report explores painters’ attitudes toward brands, and media, including their preferences for different types of media and their usage of social media for professional purposes. Additionally, it investigates painters’ stance on sustainability and whether their customers are inclined to choose sustainable products for their projects. The report also includes a comprehensive profile of painters and offers insights into painter companies in Europe, including their pain points. If your target audience includes painters, this report can assist you in developing a more precise strategy and refining your approach to this group.