Logo USP Marketing Consulting
a
M

USAGE OF PROFESSIONAL AND MANUFACTURER MAGAZINES AMONG PLUMBERS AND HVAC INSTALLERS CONTINUES TO DECLINE, BUT NOT AS FAST AS SOME YEARS AGO

The biggest drop in usage of traditional sources of information was between 2016 and 2018

The average data for all 6 countries in the European Installation monitor shows that the biggest shift from traditional media usage towards other sources of information was made in the period between 2016 and 2018.

The results from 2020 show further decline in the number of users of the three types of traditional media we have measured, but the drop is not that large. In the case of manufacturer magazines it even looks like the share of users is stabilising around 50% of the market.

Professional magazines and newspapers show the biggest decline. They have lost 44% of the audience they had in 2016, resulting in merely 2 out of 5 installers still reading professional magazines and newspapers in 2020.

It is interesting to mention that regardless of the development of the digital media and the high share of users of digital product documentation files (on average around 80% ), the printed version of the product documentation files still remain very popular among installers.

European Mechanical Installation Monitor Q4 2020 – USP Marketing Consultancy

The developments regarding traditional media usage differ per country

There are a couple of countries in which serious declines in the usage of some of those traditional media sources can be seen since 2018.

The professional magazines and newspapers have lost readers in Poland (-15%), the Netherlands (-11%), and Germany (-10%) mainly. In general, professional magazines are read least in Poland (22%) and France (29%).

The number of users of printed documentation files has declined in Germany (-15%), the Netherlands (-14%) and the UK (-7%). 

The readers of manufacturer’s magazines have dropped in Germany (-8%) and the UK (-7%). Manufacturer’s magazines are read the least in Poland (36%) and the UK (41%).

Germany, which was one of the markets with the highest share of  traditional media users, is now in line with the rest of the countries, due to the biggest decline in users of the three traditional media sources since 2018.

To conclude

The usage of traditional media such as professional magazines, manufacturer magazines and printed product documentation files has declined, but not as much as in the period from 2016 to 2018. At this moment it seems that the situation is stabilising around the current share of users for each of these sources. Although not among the most important and useful channels for the installers, the traditional media still play a certain role in keeping the professionals up to date and will need to be part of multichannel marketing communication. Companies, however, will need to make decisions on how to spend their communication budgets, taking into account the trends and the country-specific results regarding media usage.

Recent news

For more information about our expertise and research on building materials please contact the responsible partner below.
We look forward to help you.

Research

Customer satisfaction

How to increase your turnover through customer satisfaction?

Branding

The more distinct your brand is, the more valuable it will become.

Customer journey

A customer journey is a customer's personal experience with your company.

Product development

Provide your product development and design team with end-user insights

Market exploration

Gain the insights you need to be successful in new and potential markets

Pricing

Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product

Segmentation

Better understand the unmet needs of you (potential) customers, identify growth opportunities and reach your target group in an effective way.

Market size

Quantify the potential returns of your investment by understanding the market size and setting realistic sales targets for new and potential markets

Driver analysis

Know which elements of the customer experience have the most impact on overall satisfaction, recommendation, and retention.

 

News

​Read our articles based on the insights from our Market Reports. 

Case Studies

Market Research Case Studies and industry experience can bring background and thought to any research project.

Market reports

The following researches are available covering various markets.

About us

About what we do, our organization and our people.

About USP

What we do, in words and numbers.

Our team

The people who make USP.

Our vacancies

We have different challenging roles.