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BizReport : Internet : February 11, 2014


Consumers turn to online video for home remodeling tips and inspiration

The latest Remodeling Market Index for the final quarter of 2013, released by the National Association of Home Builders, is at its highest reading since the first quarter of 2004. Research by Burst Media reveals that this trend is set to continue this Spring and homeowners and renters looking to undertake redecorating and remodeling projects will look to online video and social media for inspiration.

by Helen Leggatt

diy burst media.pngIf you're in the home-wares or home improvement business, you'd do well to provide consumers with video content to help them undertake projects and boost their imagination.

In their survey of 3,400 U.S. online adults, conducted in December, 2013 through to early January this year, Burst Media found that 35% of respondents plan to undertake at least one home remodeling or improvement project in the first half of 2014.

Almost half (45%) of those looking to work on their homes will be doing cosmetic work, or improving layout to update the "look, feel, flow and layout" of their homes.

For most people (44%) the inspiration for the home improvements originates in their own imagination. However, 35% head online for tips and ideas. Six out of 10 women (60.7%) visit general DIY and home websites for inspiration, compared to half (50.6%) of men. Furthermore, more women (52.2%) than men (24.4%) turn to social networks such as Pinterest or Facebook for ideas. However, just 19% of all home improvers created online "look books" to share their ideas with others.

Online video plays an important role in idea generation and more so with finding out useful tips on how to go about DIY projects, and both genders turn to online video for help in somewhat equal numbers (50% women/49% men). Interestingly, DIY video viewing increases with age - 63.8% of men age 55+ watch online DIY videos and 64.6% of women over the age of 35.

According to Burst Media, "Independent sites and blogs focused on specific niche topics and social networks/sharing sites run neck and neck among respondents as the "best" kind of site for home project inspiration - and majority of respondents watch online videos featuring home improvement-related content. Home improvement marketers - including brand-name products, retailers and service providers - should lean on digital solutions rooted in rich content to engage consumers. This rich content can serve as the engagement platform from which a brand can distribute their own content within high impact rich media and video placements."

Tags: home improvement, online video, research, social media










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