1st June 2021

Almost 70% of European architects state that they do not participate in online trade fairs according to the findings from the latest edition of the European Architectural Barometer (EAB)

According to the commentary for the latest Q1 2021 edition of the EAB, one of the many ways in which the construction industry has been impacted by the pandemic is the change in behaviour of European architects and other professionals.

Clearly, the use of online sources of information and communication have increased strongly. That being said, due to the traditional nature of the construction industry, personal contact has always been very important. Therefore to establish what changes, if any, had occurred in attitudes to personal contact the Barometer’s publishers, USP Marketing Consulting, decided to focus on this issue in their Q1 2021 report which is a quarterly survey amongst 1,000 European architects across 8 countries.

The Sectors section of our Directory includes our Marketing to Architects feature which looks at targeting the sector,
key media channels and events, and has access to our downloadable database of 1,200+ UK practices

Unsurprisingly, the results of the research clearly show that the trend towards more digital orientation of architects has accelerated but also it is clear that there is a need for more personal contact, or the return of that. One clear example is the high willingness to participate in ‘live’ tradeshows again and the low interest/participation in online trade fairs. Almost 70% of European architects state that they do not participate in online trade fairs. When asked about physical tradeshows, the numbers are reversed. Almost 75% of all European architects state they would like to participate in physical tradeshows again.

The full results may be viewed on the UPS website here.

The Construct UK Sales & Marketing Directory hosts over 75 articles, 1,000 construction events and 30 different databases for download. The annual £195 (+VAT) subscription fee provides unlimited access to all resources on the site.

Keep up to date with the latest construction marketing news by registering for our regular free construction sales and marketing e-bulletin here.

Follow us on Twitter