RV owner demographic changing in United States, says study

American organisation GO RVing has revealed what it calls “the most comprehensive study it has ever done on the RV consumer” in the shape of its 2021 RV Owner Demographic Profile. Designed to reveal details about purchase trends, intentions and motivations, the annual study also helps to understand usage and the importance of specific features on RVs, as well as the overall demographic of the market.

Go RVing vice president of brand marketing Karen Redfern said: “This is the most comprehensive study we have ever done on the RV consumer. The insight into the motivations and habits of RV consumers will allow us to more effectively target like-minded owner prospects with customized messaging designed to draw them into the purchase decision by mirroring their lifestyle needs and creating a desire for the benefits of RVing. Armed with this data and the advances of digital marketing, Go RVing can effectively reach individuals that have never been on our radar in the past, allowing us to continue expanding the marketplace for our members and the overall industry.”

Some of the key takeaways from the study – the full version of which is available to RV Industry Association members – include the fact that RV ownership has increased by about 62 per cent in the last 20 years with a record 11.2 million RV owning households in the United States. The split of those households is almost exactly 50/50 between over the age of 55 and under the age of 55 – with the 18 to 34 year old demographic now making up about 22 per cent of the market. This growth shows no signs of slowing, as the study reveals that an estimated 9.6 million households intend to buy another RV in the next five years. The study surveyed seven specific types of RV owners: happy campers, casual campers, adventure seekers, avid RVers, escapists, full timers and family campers – about each of which even more detailed data can be learned via the report.