Traditional media still very important for reaching the European HVAC installers

Rotterdam, 16 July 2015 � European installers still use traditional media, especially the German installers. And installers search for very different information in traditional media in comparison to online media. The traditional media provides up-to-date market information and novelties, while online sources are consulted in the search for product information. These are some of the results from the latest report of the European Mechanical Installation Monitor. The survey is conducted on quarterly basis among 1,200 HVAC installation companies in 6 European countries.

Traditional media still play a large role in the search for information by European installersDespite the rise of the internet and social media as sources of information, traditional media such as magazines, brochures and printed documentation files are also still very important to European installers. The most useful traditional media to installers are professional magazines/ newspapers and manufacturer magazines. However, most installers also use printed documentation files.

When installers look for technical or commercial product information, the printed catalogue is the second preferred way overall to be informed, only after the manufacturers website. In the United Kingdom, Poland and Germany, the printed catalogue is even the first preferred way to be informed about technical product information (Germany), commercial product information (United Kingdom) or both (Poland).

What type of information is desired from traditional media?The installers who use professional magazines/ newspapers, manufacturer magazines and newsletters as information sources mostly look there for information about:

  • Up-to date market information
  • Innovations/ novelties/ new products
  • Product range information

Online sources of information are mostly consulted in order to get information about:

  • Technical product information/ specifications
  • Advice about products
  • Prices

It turns out that the three types of traditional media are used to find the same types of information, whereas the new (online) media have a separate function and are used to find different types of information. Installers trust the traditional media to provide them with up-to-date market information and novelties, while online sources are mostly consulted in the search for product information. �It is important for producers of these media and for advertisers (manufacturers) to be aware of this difference and adhere to it.

Wide variety of professional magazines/ newspapersEvery country has their own professional magazines and within every country, there are lots of different magazines read by installers. The professional magazine industry is very fragmented, as there is not one magazine dominating the market. Below is a top 3 of most popular professional magazines per country, including the percentage of installers in that country who read them. Only in Germany the diversification in the answers is not that large and the top three professional magazines attract more than 30% of the installers reading such magazines.

Furthermore it appears that French, Belgium and Dutch installers have the least affection with magazines (regarding the names of magazines) as in these countries about 30% (in France even 38%) of the installers could not name the magazines they read.

For more information please contact :

USP Marketing Consultancy, Business Unit Do-it-Yourself & Installation Ralitsa Ruseva, International Project Manager T: +31(0)10-2066900; E: ruseva@usp-mc.nl