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The Impact of Home Improvement Services Advertising on Purchase Behavior
See also: 2024 Travel Purchase Funnel Study
The goal of the Home Improvement Purchase Funnel 2024 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 old, have made, or planned to make, a home improvement 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 TV, as it was the most important influencer throughout all stages of the purchase funnel. The study was fielded July 8, 2024, to July 16, 2024.
Media Platforms Analyzed
Some key findings:
- TV is the most important influence at all stages of the purchase funnel, far greater than social media and streaming.
- A higher proportion of streamers are exposed to linear TV than the average adult.
- Local broadcast TV is #1 for trust among all media platforms, and local broadcast TV station websites/apps are #1 for trust among digital platforms. Social media is the least trusted platform.
- Broadcast TV is the primary news source among home improvement consumers.
- The more home improvement consumers are exposed to TV advertisements, the more TV is an important influence, and the more motivated, engaged, and trusting of TV they are.
- 95% of respondents said that TV ads have influenced their home improvement search selections.
- 60% of adults have both already purchased and intend to purchase home improvement services.
- Discounts on products/services as well as people spending more time at home were the top motivators for starting a home improvement project.
- Landscaping, painting, and flooring are the top home improvement services respondents intend to buy in the next year.
QA4/QA5/QA6/QA7/QA8; Most important for media that registered 3% or higher.
B2 “I trust the news that I see/hear on this media source.” (Agree Strongly + Agree Somewhat)
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB