American Homeowner Media Research 2024

This research explores the media habits of U.S. homeowners, showing how they balance time between digital and traditional platforms. It provides insights into age, income, household makeup, and regional differences. This year, we took it a step further with deeper insights into social media, AI, expectations on website user experience, and factors that influence homeowners’ decision making on choosing a home services contractor.  This study is focused on the home services category, but regardless of industry, this study helps you understand the complex media landscape in America.

What did we want to learn with the 2024 Media Research Study?

  • How do homeowners spend their time with various media throughout the day/week?
  • What social media platforms do American Homeowners regularly use?
  • What streaming services (Netflix, Amazon, YouTube, etc) do American Homeowners subscribe or regularly use?
  • What website information users expect to see when researching home improvement contractors.
  • How does AI/Chat GPT play a role in their purchase journey?
  • What factors play a role in choosing a contractor for a home improvement project?
  • What media are sought out to learn about new products and services?

And much more….

What methodology
was used for the 2024 Media Research?

Qualifying Questions

Must be at least 25+ and own a home, condo, or townhouse as the primary residence

Sample Type

Panel Fielding

Quotas

Geo only, 400 per region: Northeast, South, West, and Midwest

Dates

September 9-13, 2024

Methodology

Online

Sample Size

1,600

Significance

Confidence level: 97% (based on US Census data of 258,213,334 adults 25+.)

Demographic panel distributions

  • Even distribution among regions
  • 49% Men – 51% Women
  • 60% of respondents were between ages of 35-64
  • 70% of respondents had HH Income > $50K
  • 34% of respondents had HH Income > $100K
  • 66% of respondents were married/partnered

Download Your Free Media
Research Report Today!

Gain insights into U.S. homeowners’ media habits, from digital vs. traditional platforms to social media and AI trends. Discover what influences their choice of home services contractors and how factors like age and region play a role.

Fill out the form below to download your free report now!

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