I think it’s safe to say that the home improvement category has received a huge boost in part thanks to the internet, but especially Pinterest these days. According to Unmetric, a company that analyzes data for the content marketing efforts of brands via social channels, the ‘Home’ category raked in 2 million repins and topped the list of Categories With The Most Repins. The 2013 report looked at 5,000 branded Pinterest pages from the beginning of Pinterest until March 14, 2013.
So yes, it is safe to say that the internet has inspired many home improvement fans, but is it the top dog when it comes to inspirational content? We recently conducted a Home Improvement BuzzPoll because we were curious to find out how people renovate, redecorate and remodel their homes and we actually found that television is still the king of home improvement content according to 200 U.S. home owners, ages 18 and up. In fact, a recent press release by Scripps Networks Interactive, parent company to HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country, complemented our findings. For the second time in a row, “HGTV was the #1 cable network on weekends among all women, including upscale W25-54. As it did in first quarter 2014, HGTV attracted an average of 14 million viewers every Saturday and Sunday between 7A-8P. Top rated weekend programs among W25-54 during second quarter were Property Brothers with a .77, Flip or Flop with a .71 and Fixer Upper with a .70. HGTV also posted its best ever June primetime rating with a .52 among P25-54 and continued to perform strongly with female audiences in primetime, garnering a .70 rating among W25-54.” In a separate press release they also found that their DIY Network beat their previous top performance records and continue to attract audiences for a second consecutive quarter.
Other items of interest in our study include when consumers plan projects and how far in advance they begin planning. See below for a sneak peek as to what else you will find in our upcoming home improvement infographic and stay tuned for more results.