News I published 08 December 2023 I Dirk Hoogenboom
Age is essential for successful targeting of installers
Social media are on the rise, while traditional media are slowly losing their audience. That is a general trend that is more or less visible throughout the construction and installation sectors. The same is shown by European electrical installers, for instance. For manufacturers, this makes social media channels increasingly attractive to reach installers. However, as shown in a previous article, usage of social media is not growing as much or as rapidly in every area.
This means that the effectiveness of media sources as marketing channels depends on where you want to reach installers. Location is not the only factor at play here, however, as is shown by the results of USP Marketing Consultancy’s European Electrical Installation Monitor. For instance, the usage of different media sources is very much influenced by the age of the installers.
Younger installers are easier to reach through social media
As mentioned, European installers’ usage of traditional sources like printed magazines, trade journals, and brochures has steadily declined over the past years. Meanwhile, the share that uses social media has grown quite rapidly, making social media an increasingly effective channel to reach installers. However, chances are high that you will mainly reach the younger generations of installers.
When we split up installers in a younger group of below 50 years of age, and an older group of above 50, their media orientation behaviour differs a lot. That is especially the case for social media usage. Not only are younger installers more likely to use social media, they spend more time on them and are more likely to use them to promote their company as well.
Older installers are more traditional in their media orientation
Installers 50 and older, on the other hand, are less likely to use social media. That means that they are also less likely to be reached by a media campaign that relies on social media channels. If you want to reach that older generation, for instance, because they are more often in higher positions and have more decision-making power than their younger colleagues, it is best to use other channels.
Interestingly, the traditional channels, which are steadily losing their audience, may be a better option here. Older installers more often use traditional media like magazines and find printed sources more important. This goes to show that knowledge of the general trends of media usage and orientation behaviour in the installation sector cannot guarantee successful marketing. Knowing the finer details of the audience you aim to reach is essential.
Do not forget to make it personal
Essential though these finer details may be, they are still based on averages. Aside from social media, the older generations are also less likely to use digital media. But that does not mean they never use them. Similarly, the younger generation may be using social media more and more often, but that does not mean they place no value on personal sources of information.
Digital and personal sources are used by nearly all installers as sources of professional information. Especially personal sources are highly valued and often used. To find out which personal sources installers value most and which information they expect to gather there, we refer you to USP Marketing Consultancy’s Q1 2023 European Electrical Installation Monitor.
Read more
12 December 2024 I Dirk Hoogenboom
Buying Behavior of Handymen
12 December 2024 I Henri Busker
Handymen Radar – Private Labels vs. Branded Products
12 December 2024 I Dirk Hoogenboom
Sustainability and Painting – What Matters Most?
12 December 2024 I Zeynep Kutsal
Are European Painters Getting Younger?
Fresh Insights Await
Our relevant reports
Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our insightful reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.
Construction
Home Improvement
Installation
Special reports
Construction
Decision making process Q3 2024
2024 87 pages
Unveil the decision-making processes in the construction industry through the lens of European architects. Discover the factors that influence crucial decisions and the interplay among different stakeholders.
1,850 Euro
Construction
Prefab H1 2024
2024 63 pages
Discover the adoption rate and benefits of prefabrication technology among European contractors in H1 2024. Understand the driving forces behind prefab usage and its impact on project efficiency and cost-saving.
6,300 Euro
Construction
Sustainability 2024
2024 72 pages
Painter Insight Monitor 2024 will focus on understanding the specific needs, preferences, and challenges faced by painters when it comes to sustainable products.
10,815 Euro
Construction
Importance of branding & branding funnels 2024
2024 62 pages
This report offers a comprehensive overview of importance of branding and branding funnels with a specific focus on European handymen. Brand behaviour is covered for each country, showing purchasing power, differences regarding quality, sustainability, online shopping, innovation-habit and private labels,
8,400 Euro
Construction
Future of construction Q2 2024
2024 82 pages
Explore the evolving future in construction sector among European architects in Q2 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.
1,850 Euro
Construction
Trends in material usage Q1 2024
2024 102 pages
Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.
1,850 Euro
Home Improvement
European Garden Monitor
2023 43 pages
Explore the European Garden Monitor, a comprehensive platform dedicated to garden health monitoring in Europe. Access valuable resources and expert advice today.
12,000 Euro
Home Improvement
Purchase channels Q2 2024
2024 90 pages
The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.
3,150 Euro
Home Improvement
Sustainability Q1 2024
2024 81 pages
Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.
3,150 Euro
Home Improvement
DIY versus DIFM Q4 2021
2024 113 pages
This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.
3,150 Euro
Home Improvement
DIY or DIFM Q4 2023
2024 70
Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.
3,150 Euro
Home Improvement
Branding Q3 2023
2023 93 pages
This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.
3,150 Euro
Installation
Prefab Q3 2024
2024 110 pages
Uncover the adoption of prefabricated products in HVAC installations during Q2 2022. Delve into the benefits and challenges associated with prefabrication in HVAC.
2,650 Euro
Installation
Branding Q3 2024
2024 74 pages
Discover the power of branding in the home improvement sector. Explore how strong branding influences consumer preferences and purchase decisions.
3,150 Euro
Installation
Prefab Q3 2024
2024 119 pages
This report offers a comprehensive view of the installers’ involvement and needs regarding prefabricated electrical installations.
3,150 Euro
Installation
Smart & Connected Products Q2 2024
2024 120 pages
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among electrical installers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
Smart and connected products Q2 2024
2024 129
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among HVAC installers, plumbers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
BIM Q1 2024
2024 84 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on BIM adaptation in the industry.
2,650 Euro
Special reports
European Sustainability Report 2024
2024 51 pages
This report provides in-depth insights based on triangulation of key market information and data as well as data from USP Marketing Consultancy’s key monitors that are carried out year in, year out. The focus of this report is on the most important stakeholders within the construction industry, namely architects, contractors, electrical and HVAC installers within The United Kingdom, The Netherlands, Belgium, Germany, Poland, France, Italy, and Spain.
3,950 Euro