Burst Media Home Improvement Survey Provides Brands Insight into Where to Spend Marketing Dollars
Majority of Respondents Watch Online Videos with DIY Home Projects Content--General Home/DIY Sites and Social Networks Rank High as Best Sites for DIY Inspiration
BOSTON, Feb. 6, 2014 /PRNewswire/ --
| WHAT |
According to the National Association of Home Builders (NAHB), the Remodeling Market Index (RMI) held steady in the fourth quarter of 2013 and is at its highest reading since the first quarter of 2004.1 In late December 2013 and early January 2014, Burst Media surveyed 3,400 US online adults aged 18 or older to investigate whether this positive trend would continue this spring with home owners and renters taking on remodels, repairs and redecorating projects. |
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| Key Findings |
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Now is the time to reach in-market consumers. One-in-three (35%) respondents plan to undertake at least one home improvement project in the first half of 2014. |
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All areas of the home to be worked on. Among those who will undertake a home improvement project, bathrooms (27%), bedrooms (25%), the kitchen (24%) and landscaping (24%) top the to-do lists—though there are significant differences between owners and renters. |
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Cosmetic and layout improvements lead the way. More than 2-in-5 (45%) "home improvers" say the primary purpose of their home improvement project(s) is to update or improve the look, feel, flow and layout. |
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Men and women rely on different sources for home project inspiration. Between both genders, one's own imagination (44%) is cited most frequently—but there are stark differences when it comes to the physical media outlets men and women turn to. |
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Men and women differ on what kinds of sites are best for inspiration. More men than women prefer independent sites and blogs (31% vs. 23%); women prefer social network, such as Pinterest, Instagram, and Facebook, more than men (35% vs. 15%). |
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Online video content—especially DIY content—is popular. Overall, the majority (56%) of respondents say they have watched an online video featuring content about home projects. |
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| 1"Remodeling Market Index Steady at Historical High," National Association of Home Builders. January 23, 2014. |
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| WHO |
Mark Kaefer, Marketing Director at Burst Media, is available for interviews about the survey. |
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| WHERE |
Boston, Massachusetts |
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| WHEN |
February 6, 2014 |
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| LINKS |
Full Online Insights Research Report [Abstract and PDF]: http://www.burstmedia.com/index.php/press/2014/02/06/home-upgrading-and-redecorating-intentions-and-preferences-in-the-home-improvement-space Research Summary and Key Findings: http://burstmedia.com/index.php/newsroom/2014/02/06/burst-media-home-improvement-survey-provides-brands-insight-into-where-to-spend-marketing-dollars Blog Post and Infographic: http://burstmedia.wordpress.com/2014/02/06/the-home-improvement-season/
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| Company |
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(Photo: http://photos.prnewswire.com/prnh/20140206/SF60624-INFO)
About Burst Media
Founded in October 1995, Burst is a full service provider of digital advertising solutions for Independent Web publishers and brand advertisers.
We've grown up in the digital space and clearly see how it fosters vibrant and diverse communities that are redefining the way brands must communicate, interact and engage with consumers. For Burst nowhere is the power of communities more current than in the Independent Web – and the Independent Web is what Burst believes in. Where we succeed is bringing the Independent Web to brands that want to reach loyal, highly segmented audiences – no one does it better and at greater scale than Burst. Burst is the Independent Web – and through our direct publisher relationships and our cutting-edge creative solutions we bring success to publishers, advertisers and audiences alike.
Burst today is a wholly owned subsidiary of blinkx PLC (LSE AIM: BLNX). In addition to our digital media offerings, we also market AdConductor, an ad management solution, to ad-supported businesses such as ad networks, technology providers, portals and individual websites.
About Online Insights
Trends in Internet use and consumers' online purchasing behaviors are constantly evolving, so it can be very difficult to stay up to speed. That's why Burst Media publishes Online Insights—a research series that highlights emerging trends in online media and ecommerce. Findings reported in Online Insights are based on an online survey fielded across a collection of the company's sites.
SOURCE Burst Media
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