One of the advantages of being a smaller self-storage operator is that — unlike the REITs and larger players who focus on their investors and stockholders — we can focus on the real source of our success: our customers.
I found the StorageCafe (an online marketplace for consumers) newly released survey on self-storage in 2026 very interesting.
StorageCafe conducted a survey on their website between November 2025 and June 2026. It includes inputs from 1,400 U.S. residents according to their own press release. Now, I know this may not be a complete cross section of the U.S. population, but we can see some interesting data.
Remember, however, the real important data to you is the makeup of your trade area’s customer base, which may be different from the population who visits StorageCafe.
Conduct your own survey and see how close it may or may not match StorageCafe.
Key Survey Results
- One in four Americans uses self-storage, while another 28% plan to use it in the future.
- 37% of people in mid-size homes use self-storage, compared to 22% in smaller ones.
- For most users taking this survey, the storage unit functions as an extension of their home, with four in five visiting their space at least monthly.
- Hybrid workers lead all work arrangements in self-storage use at 34%.
- The search for self-storage rose 23% in 2025 across the 150 largest U.S. cities — more than triple the previous year.
- More than half of survey respondents (54%) choose climate-controlled units.
What This Data Tells Us
Taken together, this survey paints a pretty clear picture for the smaller operator.
Demand Is Real and Accelerating
A quarter of Americans already use storage, and another 28% say they plan to — that’s more than half the country either in the market or headed there. The 23% search surge in 2025 (triple the prior year) tells you people are actively looking, which means your online presence and SEO are no longer optional.
Your Customer Is an Engaged One
Four in five visiting their unit at least monthly is the most operationally important number on that list. These aren’t passive renters who forget they have a unit; they’re showing up, which means they notice everything: your lighting, your gate, whether your staff knows their name. That’s actually a huge advantage for a smaller operator who can deliver that personal experience in a way the REITs simply can’t.
Climate Control Is No Longer a Differentiator – It’s a Baseline
When 54% of respondents choose climate-controlled units, you’re not upselling anymore. You’re disqualifying yourself if you don’t have it.
Your Best Customer Profile Is Coming Into Focus
Mid-size home (suburban homeowner with accumulation) plus hybrid work arrangement is the sweet spot this survey points to. Again, check the demographic profile of your trade area. However, if there are hybrid workers there, that demographic has disposable income, a home-office overflow problem, and the flexibility to visit their unit regularly. It’s worth building your marketing personas around.
The Important Caveat
StorageCafe’s audience is not necessarily your trade area’s audience. The survey is useful directionally, but your local data is what drives decisions. Conduct your own survey. You may be surprised how much or how little it matches.
Whatever the results you determine, adjust your marketing, operations, and growth plans for that facility around your customer. This is one of the best advantages we have as small operators and our secret weapon in out-positioning ourselves against the big players.
