Homeowner Social Media Influence on Home Improvement Shopping

The Home Improve­ment Research Insti­tute (HIRI), with spon­sor­ship from Miller Brooks, con­duct­ed the Home­own­er Social Media Influ­ence on Home Improve­ment Shop­ping Research Study to bet­ter under­stand the evolv­ing role of dig­i­tal plat­forms in shap­ing home­own­er behav­ior. As social media con­tin­ues to impact how home­own­ers gath­er inspi­ra­tion, con­nect with brands, and make pur­chas­ing deci­sions, this study pro­vides valu­able insights into the influ­ence of online con­tent and com­mu­ni­ties across the home improve­ment jour­ney. By ana­lyz­ing home­own­er per­cep­tions, trust lev­els, and spend­ing behav­iors, the research sheds light on how social media is trans­form­ing the mar­ket­place. The find­ings aim to equip indus­try pro­fes­sion­als with action­able knowl­edge to bet­ter engage today’s con­nect­ed homeowners.

Research Objec­tives

• Iden­ti­fy Social Media’s Influ­ence on Home Improve­ment Inspi­ra­tion and Project Initiation
• Eval­u­ate Trust and Influ­ence of Dif­fer­ent Con­tent Types and Sources
• Deter­mine the Role of Social Media in Home­own­er Pur­chase Decisions
• Under­stand Key Touch­points and Tim­ing in Social Media’s Influence
• Assess the Impact of Social Com­mu­ni­ty Dynam­ics on Project Engagement
• Quan­ti­fy Social Media’s Impact on Home Improve­ment Project Spending