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Social media is playing an increasingly important role in the home repair and maintenance industry in the US, especially among the affluent, according to a study by Ad-ology Research.

The study found that nearly 30% of higher-income consumers say social media influenced their choice of home maintenance or repair services, a markedly higher percentage than other income groups. This group also had notably high reports of recent maintenance services performed.

Across all demographics, positive and negative comments were the most influential types of social media, Ad-ology found.

For other online media types, ratings websites were the most influential, followed by contractors’ websites. The top-three influential traditional media types were newspapers, 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.”

Other survey 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 consumers ages 65-74.

About the study: The research is part of Ad-ology’s? Media Influence on Consumer Choice survey, which is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions. This particular survey was conducted July 17-18, 2009 with an online consumer panel of 1,154 adults in a manner that is 98% representative of the US adult population.

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