Home Improvement Brands Insight into Where to Spend Marketing Dollars [REPORT]
February 10, 2014
According to the National Association of Home Builders (NAHB), the Remodeling Market Index (RMI) held steady in the fourth quarter of 2013 and is at its highest reading since the first quarter of 2004.1
In late December 2013 and early January 2014, Burst Media surveyed 3,400 US online adults aged 18 or older to investigate whether this positive trend would continue this spring with home owners and renters taking on remodels, repairs and redecorating projects.
Key Findings
Now is the time to reach in-market consumers. One-in-three (35%) respondents plan to undertake at least one home improvement project in the first half of 2014.
All areas of the home to be worked on. Among those who will undertake a home improvement project, bathrooms (27%), bedrooms (25%), the kitchen (24%) and landscaping (24%) top the to-do lists—though there are significant differences between owners and renters.
Cosmetic and layout improvements lead the way. More than 2-in-5 (45%) “home improvers” say the primary purpose of their home improvement project(s) is to update or improve the look, feel, flow and layout.
Men and women rely on different sources for home project inspiration. Between both genders, one’s own imagination (44%) is cited most frequently—but there are stark differences when it comes to the physical media outlets men and women turn to.
Men and women differ on what kinds of sites are best for inspiration. More men than women prefer independent sites and blogs (31% vs. 23%); women prefer social network, such as Pinterest, Instagram, and Facebook, more than men (35% vs. 15%).
Online video content—especially DIY content—is popular. Overall, the majority (56%) of respondents say they have watched an online video featuring content about home projects.
To download report CLICK HERE.
1″Remodeling Market Index Steady at Historical High,” National Association of Home Builders. January 23, 2014.
http://burstmedia.com/pdf/BurstMedia_OnlineInsights_HomeImprovement_Feb2014.pdf
