Over June and August this year we asked 478 construction professionals how they gather information to inform their product and design decisions. We asked them questions about their journal readership, blog readership, social media activity, use of product directories and CPD requirements. This information is presented in full in our research The Construction Media Index, a series of reports that aim to help you develop effective communication strategies with key construction decision makers. This blog provides a snapshot of the findings.

Construction Journal readership

The Construction Media Index research shows that key decision makers in construction are more likely to read online publications than hardcopy magazines & journals. It demonstrates that respondents use hardcopy journals to browse information and online journals as reference. In general all age groups have similar reading habits, but there are variations across the professions. The popularity of titles also varies across professions but in general Building is the more popular publication, with the strong hardcopy and online readership. Almost a third of construction decision makers expect their online readership to increase in the next 12 months.

How the Construction Industry uses Social networks

Just over a half of construction decision makers use social networks for work. In general Twitter and LinkedIn are the most popular networks. The Construction Media Index reveals that most construction industry decision makers use more than one social network for work and the social media channels used vary with profession.

Those aged 36 – 55 are more active on social media for work than other age groups. The most popular device to access social networks is the smart phone, with the most popular time of day being between 12.00 and 2.00pm. Almost half of respondents who use social networks for work have increased their usage in the past 12 months. While more than a third anticipate increasing their usage in the next 12 months.

Delivering Construction CPD

A third of decision makers participate in CPD, although it is much higher for architects and engineers. Although Online CPD is being widely used the majority of respondents prefer to have CPD delivered in their office.

Communicating with Construction Industry Decision Makers – Conclusion

Our research shows product manufacturers need to have a strategic presence online to get in front of construction decision makers. This online presence though needs to be complemented by real person support.

The Construction Media Index, now in its fourth edition, is the only impartial research report for the construction industry on traditional and digital communication channels. It reveals how Architects, Engineers, Housebuilders, Merchants and Contractors gather information to inform their product and design decisions. The 2015 Construction Media Index consists of:

  • Architect Communication Channels – £350 + VAT
  • Contractor Communication Channels – £300 + VAT
  • Engineer Communication Channels – £300 + VAT
  • Housebuilder Communication Channels – £250 + VAT
  • Merchant Communication Channels – £250 + VAT

These can be purchased online at: www.cadvantage-knowlege.co.uk


Further information

The Construction Media Index 2015 provides  impartial research on traditional and digital communication channels. Research from 478 construction professionals:

  • Architects,
  • Engineers
  • Housebuilders
  • Merchants
  • Contractors

Presents how key decision makers in construction gather information to inform their product and design decisions.



  1. Via Twitter @PriteshPatel9 questioned the stat about the use of Google+. Here is the response from Competitive Advantage:

    When respondents were asked about the usage of Google+ it was in the context of social networks and alongside the alternatives, so we believe it was clear that this was Google+ not the search engine.

    Many users sign into Google+ plus and use the feature to comment on You Tube, access e.mails and Google wallet etc as such they are participating in the Google+ network, but perhaps not using it for social networking in the same way as LinkedIn, Facebook or Twitter. It is also worth noting that the CMI responses say they use Google+ more for product ideas than the other SN options of LinkedIn, Facebook & Twitter amongst others. But this is not the primary source of product information.

    These statistics are a snap shot, so not in the full context of the report findings. The Construction Media Index reports takes a comprehensive look at online and hardcopy journal readership, digital readership, usage of social networks for work, sources of product information and ideas, sources of technical information, use of product directories and CPD. http://www.cadvantage-knowledge.co.uk

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