News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
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.
If 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."
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...