Retain Media released its Q2 2024 Caravan Market Brand Consideration Report, providing an analysis of search behavior and consumer preferences within the Australian caravan market.
This quarter’s findings reveal significant trends across various RV categories, reflecting economic influences and shifting consumer dynamics.
The report highlights a general decline in search volumes for RVs, with the term “caravan for sale” seeing a 31% decrease year-on-year. This trend is mirrored in several categories, with off-road and family caravans experiencing significant declines of 25% and 20%, respectively.
Despite this downturn, searches for small caravans have remained relatively stable, suggesting a continued consumer interest in more affordable, compact options. Similarly, hybrid campers showed resilience, likely due to their cost-effectiveness and versatility.
According to a press release, Jayco continues to lead as the most-searched brand, holding a 27.5% share of the Australian search market. However, the company has seen a slight decrease in search share, showing the competitive pressures within the market.
In contrast to the overall trend, Highline Caravans experienced an increase in search volume, soaring from 0.2% to 1.8% market share following news of the company’s liquidation. This is attributed to heightened public interest in the brand’s situation rather than a genuine increase in purchase intent.
While the top players like Jayco, MDC, and Avan have maintained steady positions, there is a notable movement among smaller brands particularly in the imported category, brands like Austrack and Ezytrail showed impressive gains, suggesting shifting consumer preferences towards these brands.
The report also sheds light on the continued consumer interest in discontinued RV brands, notably marked by Highline Caravans, which dominates the category with a 72.1% search share following its recent liquidation news.
In addition, brands such as Billabong Caravans and Elite Caravans also maintain a strong presence in the search rankings, showing that well-established reputations can sustain consumer interest even after operations cease.
The Q2 2024 RV Market Brand Consideration Report from Retain Media highlights the complex dynamics of the Australian caravan market, characterized by shifting consumer behaviors and the enduring appeal of certain RV types despite broader economic challenges.
“This detailed analysis serves as a critical tool for stakeholders looking to navigate the intricacies of the market and align with consumer preferences,” the press release indicated.
The report’s methodology used advanced keyword research tools to analyze over 3.2 million searches related to 103 RV brands, encompassing motorhomes, campers, and caravans, up from the 90 brands assessed in the previous quarter.
This study segmented the data into key categories, including all brands, Australian-made, imported, and discontinued models, providing a holistic market view.
Known for its digital marketing and market analysis within the automotive sector, Retain Media delivers actionable insights that empower clients to bolster their digital presence and effectively meet market needs.
For more information about Retain Media, visit retainmedia.com.au.
