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Media orientation H2 2021

Media orientation H2 2021

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.



No. of pages


Target group

General construction companies/builders with more the 5 employees

Key research topics

Media orientation behavior and usage


Based on 950 successful quantitative telephone interviews in native languages

Country scope

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


Full report in pdf or ppt covering all 8 countries, support from a key account manager in case of questions

Publication frequency



6,300 Euro

What is this report?

European Contractor Monitor
Media orientation

In this report, the media usage and orientation behaviour of general contractors 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 contractors 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 950 registered general contractors (5 or more employees) divided over the 8 major European markets.

Why do you need this report?

This report will provide key insights into the media and orientation behaviour of general builders. 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 general contractors 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 into the orientation behaviour of the general contractors.

How was the research conducted?

This report is based on 950 successful quantitative telephone interviews with general contractors, conducted in the 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 5 employees being excluded. This research is conducted biannually with 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 into the media orientation and usage amongst general contractors, focusing 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 of the turnover and orderbook developments of the general contractors and background information on their company size, activities, segments most active in and other relevant information. This report will be a crucial input for shaping, improving or reviewing your current marketing communication strategy. 

Key questions answered

Which media channels are used the most? 

How often are different media channels used?

What are the expectations for the usage of these channels in the next three years? 

What channel is used for what specific information? 

Which information sources are most helpful when searching for product-specific information, service and advice, news on innovation and market developments, and when making a purchase decision?


The media channels investigated are:


 Professional wholesalers of building materials

 Trade fairs/ trade shows

Trade journals/ magazines

Social media 

Mobile apps 

Printed newsletters 

Digital newsletters

Frequently asked questions

  1. How many European contractors are using social media professionally?

About 57% of European contractors are using social media for professional purposes

  1. What is the most used information source that European contractors use?

The manufacturer’s website and representative are the most commonly used media channels by European contractors, with an average of 91% of the population using these channels.

  1. In which country do contractors use social media for professional purposes the most?

Dutch contractors are using social media the most, with 8 out of 10 contractors using this channel for professional purposes.

  1. How important are trade shows for European contractors?

Around 30% of the European contractors are visiting trade shows, although there are very big country differences

  1. What information are European contractors looking for on the manufacturers' websites?

About 60% of European contractors mention that they look for product specifics (technical information), 28% look for price-relevant information (promotions/discounts and the top 3 are completed by product availability, which 20% of the European contractors mentioned.

What our clients say about us

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.

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.

Experts in charge of reports

Dirk Hoogenboom

Manager Sales & Marketing

Jan-Paul Schop

CEO / Founder

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