Nearly 30% of higher-income consumers said social media influenced their choice of home maintenance or repair services, a markedly higher percentage than other income groups. The Ad-ology Research study also found this group had notably high reports of recent maintenance services performed.
Across all demographics, positive and negative comments were the most influential types of social media.
For other online media types, ratings Web sites were the most influential, followed by contractors' Web sites. The top three influential traditional media types were newspaper, Yellow Pages, and direct mail.
"Some companies may be quick to dismiss social media as something that's only used by young people, and not worth their effort," said C. Lee Smith, president and CEO of Ad-ology Research. "In reality, social media usage is growing across all demographics and can clearly be a way to reach some very lucrative audiences," Smith said.
Other key findings:
- Licensing/bonding was the most important factor in the choice of a service provider in the Northeast
- Nearly 7% of respondents had home maintenance done because of the need for emergency repair
- Of traditional media types, Yellow Pages had the most influence on 65 to 74 year olds
The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.
"Media Influence on Consumer Choice: Home Maintenance," conducted by Ad-ology Research, September 23, 2009. Website: www.ad-ology.com. The report includes 25 data charts, consumer-spending estimates by market, and additional marketing insights.