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PAINTER INSIGHT MONITOR 2018
Painter Insight Monitor 2018
PAINTER INSIGHT MONITOR 2018
Painter Insight Monitor 2018
Research objective
USP Marketing’s Painter Insight Monitor aims to provide paint and non-paintmanufacturers with market insights that help to better understand one of their core targetaudiences; professional painting companies.
Each annual edition of the monitor is dedicated to a particular theme. The objective of this2018 edition is to provide a comprehensive understanding of the professional painter’sattitude and behavior in the online domain, both now and for the future.
This monitor will answer i.a. the following questions:
• What role does the Internet play in running a painting company?
• What are drivers and barriers for (not) using online possibilities?
• How to influence a painter’s online attitude and (buying) behavior?
• How interesting are ‘pure online shops’, which don’t have any physical stores?
This report contains the following chapters:
1. Key insights of Painter Insight Monitor 2018
2. Theme part: Background of the painter
3. Theme part: Running the business online
4. Theme part: Online orientation, inspiration and advice-seeking
5. Theme part: Online buying
6. Theme part: Pure online shops
7. Annually recurring part: Spending per channel & Brand funnels
2
The online behavior of professional painters in Europe
UK NL BE DE PL FR SP IT
Registered
painting companies 29.500 12.500 6.000 36.000 8.000 41.000 22.000 32.000
Interviews
conducted250 251 212 250 221 250 250 250
Research methodology:USP Marketing executes this monitor once per year. Insights are acquired by
means of telephone interviews in the 8 major European markets.
PAINTER INSIGHT MONITOR 2018
1. Key insights of Painter Insight Monitor 2018
3
2. Background of the painter
3. Running the business online
4. Online orientation, inspiration and advice-seeking
5. Online buying 6. Pure online shops 7. Spending per channel & Brand funnels
8. About USP Marketing
Index of the report
PAINTER INSIGHT MONITOR 2018
Reliable and quick
delivery times can
persuade painters to
order online
The importance of
online is expected to
accelerate in the
coming decade
KEY FACTSThe online behavior of the professional painter
4
Painters are starting
to see the advantages
of buying online
Though most currently remain loyal
to their physical shop and the
habitual way of running their
painting company
The younger generation is much
more ‘Internet-minded’ while
many older craftsmen will retire
The painter’s trust on delivery times
has to be won before he will seriously
consider the online channel
PAINTER INSIGHT MONITOR 2018
Online buying
Online buying most ‘tried’ in U.K., Netherlands and Germany
.. .. .. .. 21% .. .. ..
Share of painters who have ever bought anything online (work-related)
.. .. 2% .. .. .. .. ..
Share of painters who have ever bought from a pure online shop
PAINTER INSIGHT MONITOR 2018
6
Online buying is not commonly done, but quite some companies have already tried it
Interior wall paints 3%
Exterior wall paints 10%
Lacquers 12%
Brushes and rollers 18%
Tapes 6%
Wall fillers 5%
Acrylic sealants 8%
Wood repair products 10%
Wood care products 16%
Sanding machines 17%
Paint sprayers 26%
Dust extractors and vacuums 5%
Share of painters that has ever bought the respective product online
Responses are based on the survey question “Can you tell me how frequently you buy online, when having to buy the following products?”.
PAINTS
CONSUMABLES
POWER TOOLS
PAINTER INSIGHT MONITOR 2018
43%
57%
44%
43%
43%
43%
42%
42%
31%
61%
51%
39%
39%
35%
22%
12%
30%
21%
24%
20%
22%
31%
16%
24%
19%
25%
22%
18%
34%
32%
26%
36%
33%
38%
36%
27%
53%
14%
31%
37%
39%
48%
Overall
Spain
Poland
Belgium
The Netherlands
France
United Kingdom
Italy
Germany
≤ 35 years old
36 - 45 years old
46 - 55 years old
56 - 65 years old
≥ 65 years old
The importance of the Internet to my business will grow in the future
Importance of Internet is expected to grow in future, but mainly for the younger generations
7
Responses are based on the survey question “To what extend do you agree or disagree with the following statements?”.
Agree Neither Agree or Disagree Disagree
Generally, those who already
consider the Internet to be
important for their business
expect this importance to grow.
Those who do not yet
acknowledge the importance of
the Internet, are not very likely to
start doing this in the future.
Country
Age
Overall
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PAINTER INSIGHT MONITOR 2018
16%
42%
20%
15%
12%
11%
10%
8%
1%
21%
24%
13%
11%
11%
16%
17%
9%
26%
18%
23%
14%
10%
15%
26%
15%
14%
18%
7%
69%
41%
71%
59%
70%
66%
76%
83%
84%
53%
62%
73%
71%
83%
Overall
Spain
United Kingdom
Poland
France
Belgium
Italy
The Netherlands
Germany
≤ 35 years old
36 - 45 years old
46 - 55 years old
56 - 65 years old
≥ 65 years old
I am interested to become an Amazon Services-partner of my main brand
There is already some interest in Amazon Services, especially in Spain
8
Responses are based on the survey question “To what extend do you agree or disagree with the following statements?”.
The younger generations are quite open to this type of onine services model
Agree Neither Agree or Disagree Disagree
Meaning that I can be hired to apply the products which people buy via Amazon
Country
Age
Overall
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PAINTER INSIGHT MONITOR 2018
4%
6%
34%
32%
12%
3%
8%
Expected convenience: Quick delivery essential for online buyers
9
PaintsLike interior, exterior and lacquer paints
Within 4 hours
4 - 12 hours
12 - 24 hours
24 - 48 hours
3 - 5 days
1 week or more
Don't know
3%
5%
30%
34%
16%
4%
9%
1%
4%
20%
34%
24%
7%
9%
1 in 3painters expects one-day delivery for paint products
ConsumablesLike tapes, fillers, sealants
Power toolsLike sanding machines, paint sprayers
Expected delivery time when ordering online
Responses are based on the survey question “What is your expected delivery time when ordering paints / consumables / power tools?”.
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PAINTER INSIGHT MONITOR 2018
51% .. .. .. .. .. .. ..
Age division of professional painters per country
Responses are based on survey question “What is your age?”.
Share of population which will retire in coming 10 years
35 years and younger 36 - 45 years 46 - 55 years 56 - 65 years 65 years and older
The population of professional painters is relatively oldEspecially in United Kingdom, Netherlands, Germany and Italy the labour outflow will likely outpace the inflow
56 .. .. .. .. .. .. ..
Average age
5%12% 8% 9% 12% 13% 16%
10%8%
21% 26% 23%
40%
23%31%
19%
36%
36%45%
37%
27%
41%27%
37%
31%
29%19%
17%
14% 21%21%
24%
20%14%
7% 6% 10%
Data
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PAINTER INSIGHT MONITOR 2018
41% 35% 61% 56% 23% 69% 55% 58%
18% 22% 11% 14% 20% 14% 52% 30%
17% 22% 15% 17% 11% 13% 17% 32%
9% 7% 16% 15% 11% 13% 27% 23%
3% 10% 19% 12% 3% 9% 11% 16%
14% 11% 7% 22% 7% 13% 8% 5%
11% 4% 5% 12% 18% 8% 5% 5%
0% 4% 2% 1% 14% 0% 6% 10%
8% 3% 3% 4% 2% 1% 4% 11%
1% 4% 2% 13% 1% 1% 4% 0%
0% 8% 3% 4% 3% 0% 5% 3%
2% 1% 2% 12% 0% 1% 2% 4%
0% 7% 2% 5% 11% 0% 2% 8%
0% 4% 1% 3% 1% 0% 2% 0%
51%
23%
18%
16%
11%
10%
9%
1%
Loyal to my wholesaler / shop
I am used to my way of doing business
No personal relationship / connection
Do not trust online buying / Internet
No technical advice
Better price (promotions) in shop
Not sure that the delivery will be done in time
No physical contact with the product
Not good at working with the Internet
I want to meet colleagues
Not Convenient
Not handy with online payments
Other
Don't know/no opinion
Barriers for ordering online
11
Why do you never buy products online?
Responses are based on the survey question “Why do you never buy products online?”
No personal relationship / connection
Better prices / promotions on shop
I do not trust online buying/ Internet
PAINTER INSIGHT MONITOR 2018
Spending per channel & Brand funnels
A yearly recurring part in the Painter Insight Monitor involves anoverview of the spending per channel and an overview of thebrand funnel; the leading brands per country in terms of sharesfor spontaneous brand awareness, brand usage, and most usedbrand.
These results are available for:
(1) interior wall paints
(2) exterior wall paints
(3) lacquers
(4) wood care products
(5) acrylic sealants
(6) tapes
(7) wood repair products
(8) wall fillers
(9) sanding machines
(10) brushes & rollers
(11) paint sprayers.
12
The following slides show only the results for the product groups which have been agreed upon by USP Marketing and your organization.
PAINTER INSIGHT MONITOR 2018
The leading brands in the brand funnel
Shown for:
UsageSpontaneous
awareness Most used
Which brands do you know? Which brands do you use? Which brand do you use most?
The brand funnel:Conversion
Conversion 1. Interior wall paints 4. Wood care products 7. Wood repair 10. Brushes & rollers
2. Exterior wall paints 5. Acrylic sealants 8. Wall fillers 11. Paint sprayers
3. Lacquers 6. Tapes 9. Sanding machines
65% 35%
BrandX 62% 40% 14%
63% 59%
BrandX 54% 34% 20%
62% 67%
BrandX 52% 32% 22%
71% 92%
26% 18% 17%
35% 33%
BrandX 26% 9% 3%
50% 13%
BrandX 25% 12% 2%
77% 70%
BrandX 20% 15% 11%
50% 33%
18% 9% 3%
PAINTER INSIGHT MONITOR 2018
Max Euwelaan 51
3062 MA Rotterdam
+31-10-2066900
info@usp-mc.nl
Call center +31-10-8002700
USP Marketing’s Project team
14
Drs Jan-Paul Schop
Managing Director USP Marketing
schop@usp-mc.nl
0031 6 5578 6342
Stephane Mennen MA
Project Manager Construction / Finishing
mennen@usp-mc.nl
0031 6 1026 7211
PAINTER INSIGHT MONITOR 2018
USP in Figures
15
USP Marketing Consultancy
Total
70
Head office Subsidiary
Rotterdam Düsseldorf
Consultants
Research AnalystsProject managers
Market specialist installation, construction and DIY from the start
Dedicated and multi-client research
Active in the market for over 25 years
220 dedicated market research projectsin 2017
Revenue distribution
turnover coming from international projects
70%
turnover coming from dedicated market
research, 10% from multi client
90%
turnover coming from B2B, 30% B2C
70%
focus groups in-depth interviews
82 1.102
B2B CATI interviews
B2C online interviews
57.881 57.250
Research in
39countries in 2017
PAINTER INSIGHT MONITOR 2018
What we do
16
Dedicated market research
Examples Dedicated market research
• Tailor made
• Driven by your information needs
• Advice & consultancy based on facts and over 25 years of experience in the industry
• Worldwide coverage
• B2B, B2C, qualitative andquantitive research or a combination of both
• Within our market specialism, alltypes of researches can beconducted
• Targeting the right audience, with the right questions at theright time.
Segmentation Customerjourney
Branding Concept/product research
Customersatisfaction
Trends Distributionresearch
Marketexploration
Pricing Marketsize
PAINTER INSIGHT MONITOR 2018
What we do
17
Multi client research
Providing continuous information for our clients about their main target groups based on facts. Providing insights on key trends, turnover development, futurebuilding volumes, background characteristics of the target groups and much more.
European architectural
Barometer
8 countries
reports quarterly
6,400 interviews by
phone annually
Trends like BIM, DMU,
Media orientation and
future building
volumes
Architects
European contractors
monitor
8 countries
reports quarterly
6,400 interviews by
phone annually
Trends like BIM, DMU,
Media orientation and
branding
Contractors
European mechanical
installation monitor
6 countries
reports quarterly
4,800 interviews by
phone annually
Trends like Branding,
purchase channels,
Media orientation and
characteristics including
Turnover and order
book developments
HVAC installers
European electrical
installation monitor
7 countries
reports quarterly
4,800 interviews by
phone annually
Trends like Branding,
purchase channels,
Media orientation and
characteristics including
turnover and order book
developments
Electrical installers
Painter insights
8 countries
reports annually
2,000 interviews by
phone annually
Trends like mechanical
application, labour
shortage, purchase
points and branding
Painters
European home
improvement monitor
11 countries
reports quarterly
26,400 online interviews
annually
Trends like DIY vs
DFM, online buying,
branding and
information on a
product level
Consumers
PAINTER INSIGHT MONITOR 2018
18
Clients of USP Marketing
Construction Installation DIY Living & Real Estate
PAINTER INSIGHT MONITOR 2018
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