Home Sharing Survey: Users Likely to Be Active Young Professionals

Today’s travelers have endless options when choosing accommodations. Home sharing services like Airbnb and HomeAway have even made it possible for people to share their homes with other travelers. In fact, a report from eMarketer estimates that there were about 10.3 million users of home sharing services like Airbnb in 2015, with those services projected to grow even more. So how many consumers are likely to use these home sharing services going forward? And what are the factors that are most likely to attract new customers? We asked 1,000 respondents about their thoughts on this growing sector of the sharing economy.

home sharing

Home Sharing

In Ask Your Target Market’s latest online survey, 10% of respondents said that they’ve used home sharing services many times in the past. And 19% have done so at least once or twice. Airbnb was the most popular service listed by those respondents. But some also mentioned VRBO, HomeAway and various timeshare programs.

User Benefits

Of those who have used home sharing services, 63% said that they have chosen to do so as a way of saving money. 56% like that there are more unique accommodations available. 51% have chosen to use home sharing services out of convenience. And 19% like the idea of supporting other individuals by using these services.

Future Customers

Looking forward, 36% of respondents said that they are at least somewhat likely to use home sharing services at some point in the next five years. Of those who have already used such services, 74% said that they would be likely to do so again within the next five years. According to Personality Radar, home sharing consumers are likely to be affluent professionals who lead active, healthy lifestyles.

Key Takeaways

Home sharing services like Airbnb are likely to experience some growth in the next few years. But for specific services to stand out, it may help to cater messaging specifically to young professionals. For example, placing ads in trade publications within industries where a lot of travel is required could get those ads in front of the right consumers. It could also be worth it for brands to utilize some social or mobile ads, especially within apps or sites that are geared toward active, health conscious consumers. In addition, price seems to be the biggest determining factor for a lot of home sharing consumers. So calling attention to deals or value within marketing materials is likely to be effective.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Our rental house through HomeAway.com by Heather Cowper under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 21 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.