Self Storage Report 2022-template-v8

BRAND AWARENESS

SELF STORAGE USE

2018 2019 2020 2021

2022

DON’T KNOW 64.05 %

BIG YELLOW 20.38 %

I AM CURRENTLY USING SELF STORAGE

1.29% 1.43% 1.75% 2.28% 2.28%

OTHER 9.69 %

I AM CONSIDERING USING SELF STORAGE IN THE NEXT 12 MONTHS

SAFESTORE 4.07 %

5.36% 7.66% 6.53% 5.80% 6.19%

SELF STORE 2.31 %

I AM NOT USING/ CONSIDERING USING SELF STORAGE IN THE NEXT 12 MONTHS

SHURGUARD 1.61 %

86.12% 84.54% 86.02% 86.12% 85.56%

ACCESS 1.41 %

LOCK AND STORE 1.05 %

DON’T KNOW

7.24% 6.37% 5.71% 5.80% 5.97%

BIG BOX 0.74 %

It is interesting to note that this year’s survey showed a stable number of people using self storage. This is based on the customer survey, not actual usage. In fact, we know there are more people using self storage in 2022 compared with 2021, as evidenced by the growth of the industry and occupancy data. That being said, it is still a small percentage of the population, which has the potential for growth moving forward. There is a consistent theme of more people considering using self storage than materialises into actual users. The industry would do well to understand why so many people are considering using the product, but subsequently decide not to.

KANGAROO 0.39 % ARMADILLO 0.55 % STORAGE KING 0.37 %

Unprompted brand awareness shows that Big Yellow remains the most recalled brand. However, 64% of people could not name a single brand. There has been very little movement in this data over the past few years. The “other” data refers to the total percentage of other independent brands that exist. This is the area that has increased most significantly over the last 6 years, rising from 6.3% in 2014 to the current rate of 9.69%. There are certainly more independent operators in the market now which have contributed to growth. Self storage is a very localised industry, so if you have a strong brand in your local area, this can be of significant benefit.

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