News I published 05 July 2023
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 a 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 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 remains very popular among installers.
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 plays 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.
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