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Home Renovators Influenced by Mobile and Desktop Ads

The Interactive Advertising Bureau (IAB) has released its IAB Digital Influence on Home Improvement Plans, a custom analysis of Prosper Insight data, showing that U.S. consumers planning home renovations are nearly twice as likely as the general population to be influenced by mobile and desktop ads.

Twenty-two percent said these ads guide their purchases, compared to 12 percent of the general population. Home renovators tend to be more digital media savvy than the typical U.S. adult with 40 percent citing online search as a source for home improvement ideas. They are more likely to research home improvement products on interactive screens than in a store and roughly one-third buy these products on digital platforms. 

“Home improvement marketers have much to gain by being present in all forms of digital media,” said Sherrill Mane, senior vice president of research, analytics and measurement for New York-based IAB.

The influence of social media advertising on those planning renovations and repairs is double that of the average American. One in five use social media for home improvement ideas, and three out of four check social media at least once a week. This same group is prone to investing more heavily in a variety of household-related purchases, including furniture and home electronics. 

The report also takes a look at Hispanic-Americans, who make up more than one in 10 of the adults in the United States planning a major home repair or renovation in the next six months. This audience is younger than the average U.S. home renovator, and is more apt to research and make purchases on mobile devices. 

Hispanic-American home renovators are primarily English speakers and 73 percent enjoy Spanish language media.

“The findings on Hispanic-Americans make it abundantly clear that home renovation retailers, brands and many others would be remiss to neglect focusing marketing efforts on mobile and other digital screens in both English and Spanish language media,” Mane said. 

IAB conducted a custom analysis of syndicated Prosper Insight data to look at consumer and media behaviors of home renovators, defined as adults 18 or over who answered yes to the following question, do you plan to make any of the following major purchases within the next six months? The IAB Digital Influence on Home Improvement Plans report is available at www.iab.net/homeimprovement.







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