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The MOTORHOME market We have identified several trends in the motorhome market in France that allow us to anticipate growth in this market…
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The MOTORHOME market |
We have identified several trends in the motorhome market in France that allow us to anticipate growth in this market over the coming years. Here are a few of these trends:
The main users of motorhomes are retirees. This population segment is expected to grow over the coming years, which will almost automatically have an impact on demand for motorhomes in France. The forecasts in the study provide a measure of the growth of this segment.
France, 2017, in %
Source: DGE
The findings of the YouGov study on the motorhome market highlight a strong interest in motorhomes. However, respondents felt that the lack of opportunity was the main reason they had never taken a motorhome trip. An expansion of supply is very likely to help sustain a high level of growth in the market.
France, 06.20, in percent
Source: YouGov survey conducted from 26 to 28 June 2020 - Base: French adults who have never taken a motorhome trip (n=851)
These statistics also show that the barriers associated with this type of holiday—comfort, equipment and stereotypes—have been overcome. This finding holds across all the age groups and occupational categories surveyed.
In a market made up mainly of owners, supply remains relatively inflexible. It is still a market for regular users. However, digital technology and the sharing economy can make motorhomes easier to access and help broaden the target audience to Millennials, for whom environmental concerns and the closeness to nature offered by motorhomes are important factors. This demand could reshape the market’s customer profile and help renew its target audience.
The motorhome market continues to grow at a steady pace (Businesscoot study). The YouGou survey highlights an accelerating appetite for this mode of transport.
France, 06.20, in percent
Source: YouGov survey conducted from 26 to 28 June 2020 - Base: French adults (N=1,002)
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About YouGovFounded in London in 2000, YouGov is an international market research institute as well as a “data company” offering comprehensive, innovative solutions for brands & agencies.
YouGov has one of the largest proprietary panels in the world: nearly 10 million panel members, including 350,000 in France.
YouGov provides its clients with insights collected continuously in real time, accessible in particular through our simple, intuitive online platform: Crunch. A dedicated team also provides support from questionnaire design through to deliverables.
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