Searching for the Perfect Platform for the Housing and Home Improvement Industry

The housing and home improvement category is a dynamic and complex landscape influenced by an array of factors that range from economic trends and technological innovations to evolving consumer preferences. In this industry, consumer search behavior takes center stage. It shapes how consumers approach housing decisions and how brands market their products. 

We wanted to gain deeper insights into these trends and see how different categories and platforms play into consumer preferences when looking to inspire or inform a future purchase. In our proprietary survey research, we analyzed how different age groups search within the home and home improvement sector.  

Our research revealed a clear leader in the realm of housing-related searches which was Google. Regardless of age, Google stood out as the go-to platform for these inquiries. Google was the top choice for both audiences, especially the 35+ group. The 35+ demographic exhibited a 158% higher preference for Google, indicating its position not only as a primary search destination across all age groups, but showing major influence on those 35 and older. Our findings also shed light on other influential platforms in this category with YouTube and Amazon emerging as noteworthy contenders in the housing and home related search landscape.  

Data is part of a broader data set. 

When digging deeper into consumer search behavior for the housing and home improvement industry, several key themes and notable differences became apparent:  

  • Among the top platforms 2/5 were retailers & e-commerce giants, Amazon and Walmart. Consumers ages 35+ exhibited a 29% higher preference for Amazon whereas those 18-34 found Walmart 25% more attractive. This presents both retailers with an opportunity to home in on this market since a significant number of consumers look to these sources for home-related content.  


  • Younger consumers (18-34) are more likely to engage with housing-related content on social media platforms with 50% of their top sources being social media platforms. The top platforms consisted of Facebook, YouTube, and Instagram. These channels feature user-generated content that offers authenticity and practical insights, making them valuable sources for housing information and inspiration. 


  • YouTube was a prominent platform for both age groups with little difference. Those 35+ favored YouTube only 1% more than those younger than 35 which shows that both these groups show a clear liking for video content when related to home. 


  • Facebook secured the #3 top spot with 8% of 18-34-year-olds and 11% of those aged 35 and above showing a preference for the platform. This indicates that Facebook continues to have a wide reach across diverse age groups, making it a valuable tool for advertisers. 


  • Bing plays a secondary role in housing-related searches, with a 4% preference among users aged 18-34 and a 9% preference among those aged 35+. While less popular than Google, it’s still a relevant platform for both age groups. 


These findings imply the need for a comprehensive strategy. It’s important to acknowledge the dominant role of Google, the e-commerce opportunities offered by Amazon, and the relevance of social media platforms such as Facebook & Instagram. Those who can adapt to these trends and preferences can maximize their impact and return on investment.