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Digital ads resonate with home improvers

News, 03 September 2015

NEW YORK: US consumers planning home renovations are nearly twice as likely as the general population to be influenced by mobile and desktop ads, research has shown.

A new report from the Interactive Advertising Bureau (IAB), based on a custom analysis of Prosper Insights data – 6,087 respondents surveyed online with a focus on those planning to do a major home improvement or repair in the next 6 months – revealed that 22% of home improvers said digital ads guided their purchases, compared to just 12% of the general population.

In part this is because they are likely to be carrying out online research for ideas and products – 40% cited online search as a source of ideas – with around one third eventually buying items on digital platforms.

The influence of social media advertising was also significant. One in five used social media for home improvement ideas, and three out of four checked social media at least once a week.

What was the case for the general renovator was even more so for the one in ten with a Hispanic background.

The study found they were roughly twice as likely to be influenced by digital media as the typical American home renovator, and three times more likely to be guided by mobile media and ads regarding their home improvement purchases.

Hispanic-American home renovators were typically younger than average (67% aged 18-44 vs. 44% of typical home renovators) and so more likely to do research on mobile devices and to make purchases via them as well.

And while Hispanic-American home renovators are primarily English speakers, three quarters (73%) also consume Spanish language media.

"Home improvement marketers have much to gain by being present in all forms of digital media," said Sherrill Mane, svp/research, analytics and measurement, IAB.

"The findings on Hispanic-Americans make it abundantly clear that home renovation retailers, brands, and many others would be remiss to neglect focusing marketing efforts on mobile and other digital screens in both English and Spanish language media."

Data sourced from IAB; additional content by Warc staff