Contractors looking to connect with the 3.6 million Americans who plan to make an addition to their home in the next 12 months would do well to use audio to tap into this upscale market of growing families. Music streaming and podcasts are important to these consumers, who are in their prime family raising years. Contemporary Christian, alternative, hot AC, and pop CHR are the radio formats they tune to the most.
Households planning to make any addition to their home skew toward the upper end of the 25-54 Money Demo. This group is 66% more likely to be aged 35-49.
These are households with growing families looking to add that extra bedroom or bathroom, or just expand their living space – inside or outside. They are 68% more likely to have a household size of five or more members and 80% more apt to plan to give birth to a child in the next 12 months.
There is also a slightly older contingent. The home addition crowd is more than twice as likely to have their last child finishing college or to be making their last mortgage payment in the next year.
Music streaming and podcasts are media priorities. And while these are average radio listeners, they spend 13% less time with TV than the national average and are 58% less likely to be heavy TV viewers.
People in the market to add onto their home are health-conscious and more than twice as likely as the national average to follow a weight loss program and 78% more likely to belong to a gym or health club. They’re also twice as likely to attend adult continuing education classes in the next 12 months.
Building onto an existing home is a major investment and homeowners planning to do this have a median household income of $84,269. That’s 22% higher than the national median.
Contemporary Christian, alternative, hot AC, and pop CHR are the radio formats they tune to the most. When it comes to TV programs, these larger families are big on kid shows, and reality TV – especially talent-based and adventure reality shows.
This is the eighth installment in Consumer iQ, a biweekly feature from Inside Radio that analyzes qualitative data from Nielsen Scarborough to help radio sales teams educate their clients and prospects about their own customers and strengthen their marketing partnerships. The goal is to help advertisers better understand their customers and how to target them and to help radio demonstrate the medium’s ability to engage these consumers.
Dive into the 26.2 million Americans 18+ that plan to do some form of home improvement in the next 12 months HERE.Find out about the more than seven million Americans who plan to buy a house or condo in the next 12 months HERE. Discover the 18 million Americans looking to purchase a hybrid or electric vehicle, pickup truck or SUV in the next 12 months HERE. Learn about the more than 53 million Americans that plan to buy a new or used vehicle or lease one this year HERE. Find out about the 26.3 million Americans aged 18+ that plan to buy furniture in the next 12 months HERE, the 15 million in the market to buy a major appliance HERE, and the 12.7 million looking to switch home/rental insurance providers HERE.