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The future painter: “Why not order paint via WhatsApp?”

Despite that professional painters are already on the road at least twice per day and frequently pop in to nearby merchants to pick up supplies, it’s a fact that they can run out of paint supplies rather unexpectedly during the job. In order to avoid this, painters are increasingly open to use digital order tools and channels which help them to spend less time on the road and more time on the job. Apps like WhatsApp can be a solution for this. This is one of the results of the Painter Insight Monitor 2018 of USP Marketing Consultancy. In this research 2,000 professional painters in eight countries were asked about the importance of the Internet to their business and their professional online behaviour, like online orientation and buying.

Ordering via WhatsApp not common yet, but expected to grow

WhatsApp is an instant messenger app with a high penetration in all European countries. Professional craftsmen like painters are used to communicate via this app in their private life and they feel like this can be used for professional purposes as well. Currently, ordering via WhatsApp is done by only few professional painters; on average 12% of the European painters has ever tried it. The share of WhatsApp ordering is highest in Italy (27% ever did it) and lowest in France and United Kingdom (4% ever did it). The future however looks increasingly promising, as these shares are expected to double in 5 years.


Younger painters most likely to order via this app

In the near future, the majority of the painters are still going to behave rather conservative (ordering in-shop, via phone or e-mail), as the European painter population is quite old (49 years old on average). However, by 2028 approximately 30% of the current workforce will be retired and that means that today’s youngsters will be tomorrow’s main target audience. On various online behavioural topics (orientation, buying, support, ordering), painters younger than 35 years prove to be significantly more online-minded than their older colleagues. This shows that manufacturers and suppliers would be wise to further investigate the online needs and requirements for future generations.