Research Shows Home Improvement Pros Buy Products Online

  • Categories:

    Industry Trends, Marketing Insights

  • Date:

    March 30, 2015

Research Shows Home Improvement Pros Buy Products Online

Industry Trends, Marketing Insights

A new study from The Farnsworth Group found that most architects, builders, remodelers and specialty trade professionals are purchasing home improvement products online.

For manufacturers and retailers, this underscores the importance of a solid online marketing strategy. To capture the attention of professionals searching for products online, research supports a robust website with a seamless e-commerce or dealer finder component.

The study from The Farnsworth Group looked at online purchasing behaviors among home improvement professionals across categories like:
• Hardware products
• Tools and tool accessories
• Fashion plumbing
• Kitchen and laundry major appliances

Insights included:
• Overall online purchasing habits
• Top categories purchased online and in-store
• Type of information sought online
• Future spending projects

pro online study infographicThe Farnsworth Group found that 76 percent of home improvement professionals purchased home improvement and/or construction products online within the past 12 months, and 40 percent of those are purchasing products online at least once per month. And while their affinity for the web is already high, it will only continue to grow. In fact, more than one-third of home improvement pros plan to purchase more home improvement or building supply products online in the future.

Interested in learning more? To obtain additional results from this study, contact The Farnsworth Group at or 866-773-2726 x301, or contact me at If you have questions, feel free to shoot me an email!

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