Independent research commissioned by the UK’s biggest building show, Interbuild, suggests that the stereotypical beer-drinking builder is a myth and actually the trades’ preferred tipple is a glass of wine – or two.
The findings of a 1,000 strong survey reveals that the average trade visitor is a professional type with high earning power and a taste for the finer things in life. While sinking a glass of red wine (41%) is a particular favourite, the trade also choose to fly in style on BA, read the Daily Mail and watch documentaries.
“The popular perception of a builder is in sharp contrast to the reality,” says Interbuild’s newly appointed Event Director, James Gower. “Our survey shows that today’s tradesman is a sophisticated individual, highly qualified and has a varied range of personal interests.”
The modern industry professional is also technology savvy with a significant numbers owning gadgets including laptops and Blackberry devices. Many also use the internet heavily.
From toys at home to tools at work, the trade has a liking for the major tool brands with Dewalt ranked most highly with 34 participants putting them in pole position, followed by Makita with 17 unprompted mentions.
“The tool manufacturers clearly have the trade in the palm of their hands with a large, loyal following,” adds James Gower.
Outside the world of construction, the industry’s favourite brands are Virgin, Nike and eBay. Most respected business personalities include Richard Branson, Alan Sugar, Jamie Oliver, Gordon Ramsay and the late Anita Roddick.
“This is the first time we’ve commissioned any research of this nature. While we regularly conduct research relating to the show, this time we have decided to really get under the skin of our visitors, from both a personality and personal interest perspective with some surprising results. For instance, who would have thought red wine would rank so highly!
“The findings have offered us a great insight into our audience and we can now use this information in our planning for Interbuild 2008.”
The research was conducted by MRS member agency Fusion during the five days of the 2007 show (Sunday 28 October through to 1 November at the NEC in Birmingham).
