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Housebuilder Communication Channels 2022

Housebuilder Communication Channels 2022

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This report presents the communication channels used by Housebuilders. Traditional and digital media readership is reviewed, as well as use of: blogs, vlogs, social networks, devices, apps, product directories and the change in work practices and engagement preferences post-pandemic.

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Description

The Construction Media Index is a comprehensive and impartial set of research reports detailing the communication channels available for engaging with the construction sector decision makers. This report presents communication channels used by decision makers working for Housebuilders.

The objectives of the Construction Media Index 2022 are to:

  • Provide an impartial report for use by the construction industry
  • Measure the levels of trust various communication channels enjoy
  • Identify the key traditional and digital media used by type of decision maker and market sector
  • Identify the industry publications which are actually read
  • To understand how social media usage by construction industry decision makers is evolving
  • To understand how construction decision makers source product information
  • To provide an understanding of how virtual and face-to-face engagement with manufacturers is changing post-pandemic for meetings, technical CPD seminars and events

Traditional and digital media readership is reviewed, as well as usage of blogs, vlogs, social networks, devices, apps, product directories and attendance at technical seminars.

In addition to the Competitive Advantage database, a directory publishers and a journal promoted the online surveys. To ensure complete impartiality of the research, we were aware of the possible biasing of results and removed any questionable responses.  Each sample gave similar results to respondents from other sources and we are confident there is no distortion to findings.

The initial costs of conducting the survey were funded through sponsorship from four communications agencies that are committed to the furthering of best practice in the construction industry.

The Construction Media Index is sponsored by:

CIB

Ridgemount

Insynth Marketing

MRA Marketing

The Construction Media Index is supported by:

Barbour Product Search

RIBA Journal

This research can help you:

  • Identify where you need to have a presence
  • Know which communication channels to invest in
  • Avoid wasted expenditure on declining communication channels
  • Inform your engagement strategy post-pandemic
  • Provide evidence to support your marketing decisions

The Construction Media Index provides guidance for traditional and digital media readership. Helping you weigh up your advertising spend. It considers how respondents are using these forms of information. So you know the content to best place online or put into print.

The research asks respondents how they source their online information, helping you understand how and when to post online content and how best to share it. We explore levels of trust and who industry influencers are.

The research considers time of day of usage and devices used to access social media. Age and frequency of usage is also reported on. Desk research is also presented to act as a benchmark for the construction specific findings of this research.

The research considers what channels are used for sourcing construction product information, encompassing product directories, online sources such as YouTube, Instagram, Pinterest etc. As well as how specifiers engage with construction product manufacturers.

The research considers frequency and reasons for attending exhibitions and conferences. It explores the number of technical seminars, the method of delivery against the preferred method of delivery. You can use this information to inform your CPD strategy.  Knowing how best to deliver your content and which trade shows to participate in to meet your key customers.

Research was conducted during the period December 2021. Feedback was obtained using a mix of online and predominately telephone interviews.

This report contains 129 pages with 116 charts and tables of data.

In addition to the Competitive Advantage database a directory publisher and a journal promoted the online surveys. To ensure complete impartiality of the research, we were aware of the possible biasing of results and removed any questionable responses.  Each sample gave similar results to respondents from other sources and we are confident there is no distortion to findings.

The initial costs of conducting the survey were funded through sponsorship from four communications agencies that are committed to the furthering of best practice in the construction industry.

The Construction Media Index is sponsored by:

CIB

Ridgemount

Insynth Marketing

MRA Marketing

The Construction Media Index is supported by:

Barbour Product Search

RIBA Journal

Contents

1. Introduction

2. Management Summary

3. Respondent Profile

4. Trust

5. Publication Readership

6. Online Sources of Information and Influence

7. Social Media

8. Sources of Technical Information

9. Engagement Preferences

 

List of Figures and Tables

This report contains 129 pages with 116 charts and tables of data.

Fig 1.1 Mix of interview type
Fig 3.1 Respondents age group
Fig 3.2 Respondents organisation size
Fig 3.3 Respondents main job role
Fig 4.1 Average trustworthiness of information received via key influencers
Fig 4.2 Trustworthiness of news & information in publications regularly read, split of 1 – 10 scores
Fig 4.3 Publications considered the most trustworthy – Unprompted
Fig 4.4 Trustworthiness of news & information in blogs published by independent third parties regularly read, split of 1 – 10 scores
Fig 4.5 Trustworthiness of news & information in blogs published by product manufacturers and suppliers regularly read, split of 1 – 10 scores
Fig 4.6 Trustworthiness of news & information in Vlogs regularly viewed, split of 1 – 10 scores
Fig 4.7 Trustworthiness of news & information in Podcasts regularly listened to, split of 1 – 10 scores
Fig 4.8 Trustworthiness of information received via Twitter, split of 1 – 10 scores
Fig 4.9 Trustworthiness of information received via LinkedIn, split of 1 – 10 scores
Fig 4.10 Trustworthiness of information received via Facebook, split of 1 – 10 scores
Fig 4.11 Trustworthiness of information received via WhatsApp, split of 1 – 10 scores
Fig 4.12 Trustworthiness of information received via Pinterest, split of 1 – 10 scores
Fig 4.13 Trustworthiness of information received via Snapchat, split of 1 – 10 scores
Fig 4.14 Trustworthiness of information received via Instagram, split of 1 – 10 scores
Fig 4.15 Trustworthiness of information received via TikTok, split of 1 – 10 scores
Fig 4.16 Trustworthiness of information received via Reddit, split of 1 – 10 scores
Fig 5.1 Respondents who read industry publications
Fig 5.2 Respondents’ employers who purchase corporate subscriptions
Fig 5.3 Formats of industry publications read
Fig 5.4 How respondents read hardcopy publications
Fig 5.5 Change in the use of hardcopy publications over the past 12 months/next 12 months
Fig 5.6 Readership of industry specific hardcopy publications – Prompted
Fig 5.7 How respondents read digital or online publications
Fig 5.8 Change in the use of digital or online publications over the past 12 months/next 12 months
Fig 5.9 Readership of industry specific digital or online publications – Prompted
Fig 5.10 Regular readership of industry specific publications – Prompted
Fig 5.11 Sources used to read articles and news in the last week
Fig 5.12 Popular methods to receive news
Fig 5.13 Frequency of sharing industry news and articles with colleagues
Fig 5.14 What makes an article worth sharing?
Fig 5.15 Principal barriers to accessing industry news
Fig 5.16 Frequency of contacting a company after seeing and advert in a publication
Fig 6.1 UK Internet Activities 2007 to 2020
Fig 6.2 Respondents who currently follow/plan to follow more influential industry personalities on social media
Fig 6.3 Respondents who use Blogs, Vlogs or podcasts
Fig 6.4 Change in the consumption of Blogs, Vlogs and Podcasts over the past 12 months/next 12 months
Fig 6.5 Methods used to access Blogs, Vlogs and Podcasts
Fig 6.6 Time of day for viewing Blogs, Vlogs and podcasts
Fig 6.7 Respondents who read online blogs published by independent third parties
Fig 6.8 Frequency of accessing online blogs published by independent third parties
Fig 6.9 Respondents who read online blogs published by product manufacturers and suppliers
Fig 6.10 Frequency of accessing online blogs published by manufacturers and suppliers
Fig 6.11 Respondents who visit Vlogs or sites with regular video posts
Fig 6.12 Frequency of visiting Vlogs or sites with regular video posts
Fig 6.13 Respondents who listen to Podcasts
Fig 6.14 Frequency of listening to podcasts
Fig 6.15 Respondents who participate in online forums
Fig 7.1 Frequency of accessing social networks
Fig 7.2 Frequency of accessing social networks – Year-on-year trend
Fig 7.3 Frequency of accessing social networks – By age
Fig 7.4 Time of day for accessing social networks
Fig 7.5 Devices used to access social networks
Fig 7.6 Change in the use of social networking over the past 12 months/next 12 months
Fig 7.7 Regular use of social media – Year-on-year Trend
Fig 7.8 Use of social media to access online blogs, vlogs, podcasts and articles
Fig 7.9 Use of social media to stay informed
Fig 7.10 Use of social media to network
Fig 7.11 Use of social media to obtain product information
Fig 7.12 Use of social media for design ideas, advice and inspiration
Fig 7.13 Use of social media to create awareness and promote business
Fig 7.14 Use of social media to share information with others
Fig 7.15 Use of social media for personal use only
Fig 7.16 Respondents who use Twitter
Fig 7.17 Use of Twitter
Fig 7.18 Respondents who use LinkedIn
Fig 7.19 Use of LinkedIn
Fig 7.20 Respondents who use Facebook
Fig 7.21 Use of Facebook
Fig 7.22 Respondents who use WhatsApp
Fig 7.23 Use of WhatsApp
Fig 7.24 Respondents who use Pinterest
Fig 7.25 Use of Pinterest
Fig 7.26 Respondents who use Snapchat
Fig 7.27 Use of Snapchat
Fig 7.28 Respondents who use Instagram
Fig 7.29 Use of Instagram
Fig 7.30 Respondents who use TikTok
Fig 7.31 Use of TikTok
Fig 7.32 Respondents who use Clubhouse
Fig 7.33 Respondents who use Reddit
Fig 7.34 Use of Reddit
Fig 7.35 Respondents who use WhatsApp for Business
Fig 7.36 Relevance of adverts received via social media
Fig 8.1 Sources of product information & ideas
Fig 8.2 Sources of product information & ideas – Year-on-year trend
Fig 8.3 Respondents who subscribe to NBS Chorus
Fig 8.4 Use of product directories – Prompted
Fig 8.5 Usage of social and information networks for product information & ideas
Fig 8.6 Usage of social and information networks for product information & ideas – Year-on-year trend
Fig 8.7 Sources of technical information and advice
Fig 8.8 Sources of technical information and advice – Year-on-year trend, first choice & regular use
Fig 8.9 Respondents who download product data sheets
Fig 8.10 Preferred format for downloaded product data sheets
Fig 8.11 Use of Apps to obtain product ideas
Table 8.12 Construction industry apps respondents are aware of and regularly use – Unprompted
Fig 8.13 Use of Immersive or Virtual Reality software
Fig 8.14 Expected change in the use of Immersive or Virtual Reality software in the next 12 months
Fig 9.1 Preferred method to receive customer service issue updates and raise queries
Fig 9.2 Length of time respondents are happy to wait to receive technical information and advice from a manufacturer
Fig 9.3 Frequency of waiting too long to get technical advice from a manufacturer
Fig 9.4 Preferred action after waiting too long for technical advice from a manufacturer
Fig 9.5 Frequency of working from home during the last 12 months
Fig 9.6 How home working is expected to change once the pandemic ends
Fig 9.7 Respondents participation in online conferences and seminars in the last 12 months
Fig 9.8 Respondents who will continue to attend online conferences and seminars after the pandemic
Fig 9.9 Respondents who expect to attend face-to-face conferences and seminars after the pandemic
Fig 9.10 Number of online technical or CPD seminars attended in the last 12 months
Fig 9.11 Main purpose for attending a CPD seminar
Fig 9.12 Delivery methods used for CPD once the pandemic ends
Fig 9.13 Preferred delivery method for CPD seminars
Fig 9.14 Frequency of downloading educational contents from manufacturers and suppliers
Fig 9.15 Frequency of holding face-to-face meetings with manufacturer’s representatives when the pandemic ends
Fig 9.16 Frequency of holding video meetings with manufacturer’s representatives when the pandemic ends

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