Media orientation Q1 2023

This report will provide key insights in the media and orientation behavior of architects. 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 architects 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 in the orientation behavior of the general contractors.

This report is based on 950 successful quantitative telephone interviews with architects, conducted in 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 1 employee being excluded. This research is conducted biannually with the reports covering different key marketing topics like media orientation, BIM, prefab, sustainability and many more.

The primary focus of this research is to provide key insights in the media orientation and usage amongst architects, focussing 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 on the turnover and orderbook developments of architects and background information on their company size, and other relevant information. This report will be a crucial input for shaping, improving or reviewing your current marketing communication strategy. 

Architects play a pivotal role in the construction industry, serving as early indicators of both positive and negative changes. The trends and developments within architectural firms serve as valuable predictors for the overall construction market. USP publishes forecasts for building volumes based on insights gained from the experiences of architects (but also all other stakeholders that are regularly interviewed by USP in the construction business value chain) and 11 other market indicators. Our future building volumes predictions have proven accurate and have stood the test of time.

What is the preferred professional communication method among architects?

Among architects, what are the most commonly used media?

Which digital channel do architects use the most?

What are the primary social media platforms used by architects?

Which traditional media do architects rely on the most?

For what purposes do architects use various media?

1. Key insights
2. Economic developments 
   1. United Kingdom
   2. Germany
   3. France
   4. Spain
   5. Italy
   6. Netherlands
   7. Belgium
   8. Poland 
3. Media orientation 
   1. Key information 
   2. Traditional media 
   3. Personal contact 
   4. Digital media 
   5. Social media