If you're marketing to electrical contractors in the UK, now is the time to reassess your strategy based on real industry behaviour — not assumptions.
In this article Steve Dyer of construction marketing specialists, Oil the Wheels, has pulled together 10 key insights from a recent readership survey that reveal exactly how this audience consumes media, where they look for product info, and what trends (like Smart Home tech) are gaining traction.
As a brand focused on marketing to electrical contractors in the UK, your success hinges on understanding how they think, work, and source their information. The following insights, drawn from a recent industry readership survey, reveal crucial behavioural trends that can help shape a highly effective marketing communications programme. Here are the ten things every savvy marketer should know:
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- You’re Marketing to a Mature, Experienced Audience
A striking 86% of electricians are aged 41 or older, with only 5% under 30. Your messaging should respect their experience, be no-nonsense, and deliver clear value without fluff. Flashy gimmicks won’t land – practical, proven solutions will.
- Small Teams Make Big Decisions
68% of electrical contractors are small businesses with 1-3 employees. These business owners wear multiple hats and have limited time. Keep your marketing concise, informative, and directly tied to helping them save time or grow their business.
- Wholesalers Are Gateways to Trust
50% visit a wholesaler weekly, 15% daily, and 34% trust counter staff for product advice. Don’t overlook the power of in-branch marketing. POS materials, staff training, and product literature at the point of sale remain highly influential.
- Trade Body Membership Is Mixed
Only 38% belong to NICEIC, 21% to NAPIT, and a significant 33% belong to no trade body at all. Don’t base outreach purely around trade associations – many contractors engage through other networks or directly online.
- Focus on Their Everyday Work
The top job categories for contractors include Lighting (82%), Test & Inspection (79%), Circuit Protection (75%), Rewiring (68%), and Cable Management (60%). Campaigns that reflect these core areas will be seen as immediately relevant.
- Smart Home Technology is Gaining Ground
45% now undertake Smart Home installations, up from 36% in 2022, and 50% are interested in content about Smart Home tech. There’s strong demand for clear, credible education in this growing field.
- Trade Magazines Still Rule
An impressive 88% look to trade magazines for product information. Despite the digital age, this shows the continued value of trusted editorial environments. However, 43% also visit manufacturers’ websites – make sure your own platform is up to scratch.
- Advice Channels are Diversifying
72% seek technical advice via trade magazines/websites, 65% from trade bodies, and 46% now turn to forums and social media. Be present and responsive across all relevant channels – especially where conversations are organic and peer-driven.
- Digital Habits Are Deeply Embedded
Contractors are digitally savvy when it comes to their profession: 89% search for technical info online, 85% look up product information, and 74% buy products via the internet. Make technical content a central part of your digital strategy.
- YouTube and Facebook Are the Most Used Platforms
59% regularly use YouTube and 53% use Facebook. These platforms are ideal for how-to videos, case studies, and product demos. While LinkedIn (28%) and Twitter (22%) have a smaller following, they can still offer niche value with the right content.
Final Word: Meet Contractors Where They Are
In 2025, successful industrial brand marketing isn’t about chasing trends – it’s about understanding the daily realities of your audience and being present in the places they already trust. By aligning your strategy with their behaviours, you’ll not only stand out – you’ll earn lasting attention and loyalty.
Talk to Oil the Wheels now.
Source: Readership survey 2023 (607) conducted by Hamerville Publishing Ltd
© OTW 2025: Steve Dyer