Geography and Demography

A recent survey collated by a well known caravan and motor home insurance provider demonstrates the value of knowing your product and where best to sell it.

The report shows the diverse spread of motor home owners across the UK and how important geographical demography can be. In today’s market online and indeed offline advertising can be expensive, but a little research can help identify the biggest markets and also areas to avoid. According to the survey, motor home insurers should be targeting South Yorkshire with their products, as Sheffield and the surrounding towns of Rotherham, Barnsley and Doncaster all feature highly on the national map of motor home ownership, and really it is easy to see why.

Although South Yorkshire has traditionally been home to heavy industries such as steel manufacture and coal mining, the people of the area have always looked to make the most of their leisure time after working in such dour industries. The beautiful Peak District National Park, with its caravan and motor home parks is just a few miles away and ideal for weekend breaks, the rugged beauty of the North Yorkshire Moors and Yorkshire Dales also are in close proximity. However, with the nearest coastal resort over 70 miles away the ownership of motor homes and caravans becomes an attractive idea and potentially gives the owner opportunities to use a mobile home for both weekend breaks and longer holidays, a fact that motor home insurance companies should not ignore.

Close behind South Yorkshire came the coastal resort of Portsmouth, once again close to areas of outstanding beauty such as the Isle of Wight and the New Forest and after that came Nottingham and Peterborough, places right in the centre of England with easy motorway access to virtually anywhere in the country. Perhaps it is no surprise then that motor home insurance is not widely bought by Londoners. Places such as Ilford, Watford and Harrow all came close to the bottom of the ownership league, possibly because parking space and major traffic congestion make motor home ownership in London less attractive.

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