“IAB Digital Influence on Home Improvement Plans,” a custom analysis of Prosper Insights data, shows that U.S. consumers planning home renovations are nearly twice as likely as the general population to be influenced by mobile and desktop ads, with 22 percent saying these ads guide their purchases, compared to 12 percent of the general population.
Home renovators, most likely to be aged 35-64, tend to be more digital media-savvy than the typical U.S. adult, with 40 percent citing online search as a source for home improvement ideas. They are more likely to research home improvement products on interactive screens than in a store, and roughly one-third buy these products on digital platforms.
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