Home Improvement Purchase Funnel 2020

The Impact of Home Improvement Services Advertising on Purchase Behavior

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The goal of the Home Improvement Purchase Funnel 2020 study was to identify and highlight the critical role of media platforms in influencing consumers during their purchase decision process.

TVB commissioned GfK to field a study that looked at the influence of over 20 media platforms on home improvement consumers’ purchase decisions. To qualify, a respondent needed to be 18 years or older, have made a home improvement purchase or planned to make a purchase, and saw/heard advertising for the category on ANY of 20+ platforms. Exposure to a TV ad was NOT a prerequisite to participate. Even so, the study confirmed the value of television, as it was the primary influencer throughout all stages of the purchase funnel. The study was fielded June 16th through July 2 during the COVID 19 pandemic and uncovered interesting consumer motivations related to the adjusted environment the timing encompassed.

Media Platforms Analyzed

Some key findings:

  • Television is the most important influence at all stages of the purchase funnel. This is true for total adults 18+, 25-54, 35+, as well as HH with incomes of $100K+.
  • Local broadcast TV is #1 for trust among all media platforms and the websites/apps of local broadcast TV stations are #1 for trust among digital platforms.
  • Exposure to TV ads motivated consumers to action.
  • About two-thirds of adults have both purchased and intend to purchase home improvement services.
  • 80% of respondents said that COVID-19 got them thinking more about home improvement projects.
  • 93% of respondents said that TV ads have influenced their home improvement search selections.

Source: GfK TVB Home Improvement Purchase Funnel 2020 A18+, Responses = 1519 QA4/QA5/QA6/QA7/QA8 Most important for media that registered 3% or higher.

Source: GfK TVB Home Improvement Purchase Funnel 2020 A18+, Responses = 1519 B2 “I trust the news that I see/hear on this media source.” (Agree Strongly + Agree Somewhat)

If you have any questions, contact Hadassa Gerber, EVP, Chief Research Officer.

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