HIRI Report Details Social Media’s Growing Influence in Home Improvement Retail

There’s no question social media’s impact is widespread and influential in today’s retail landscape. According to the Home Improvement Research Institute’s Homeowner Social Media Influence on Home Improvement Shopping report published in September, social media has the potential to motivate homeowners to start, accelerate and make online home improvement purchases, especially among younger generations. 

Here are some fast facts from the report:

• While nearly half (47%) of homeowners start research for home improvement projects on retailer websites, social media remains a strong supporting source, with 14% of homeowners using social media to research projects.
• More than half of Gen Z and Millennial DIYers have started home improvement projects specifically because of an interaction with social media content. Project categories seeing the most impact from social media include:
  • Interior painting
  • General landscaping 
  • Exterior painting
  • Adding or replacing outdoor lighting
• Many intermediate and heavy DIYers continually check social media for information throughout the duration of a project. Among Gen Z/Y homeowners, around 40% of DIYers report they check social media daily or multiple times a day during a project.
• Around one third of homeowners say social media frequently influences their brand or product choices, with cabinets, exterior window treatments, furniture and countertops among the top categories where social media has the most purchasing influence.

Read more facts from the full report here.