BY Marco Kathuria—The Go RVing RV Owner Demographic Profile is the most comprehensive study of RV ownership ever conducted, providing deep insights and perspectives on the demographics and ownership habits of RV Owners, Former RV Owners, and RV Intenders.
The study identified seven distinct clusters based on RV owners’ unique motivations, needs, and habits. It also offers a breakdown of the different types of RVs and a study of which demographics tend to prefer different types of RVs.
“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.”Karen Redfern, Go RVing Vice President of Brand Marketing
The study found RV ownership has increased over 62% in the last twenty years with a record 11.2 million RV owning households, split almost equally between those over and under the age of 55, with significant growth among 18-to-34-year-olds, who now make up 22 percent of the market. Additionally, an incredible 9.6 million households intend to buy an RV within the next 5 years. Among current RV owners who plan to buy another RV in the next five year, the numbers for Millennials and Gen Zers stand out, with 84% of 18-to-34-year-olds planning to buy another RV, with a 78% preferring to buy a new model.
While the median annual usage for current RV owners remains steady at 20 days, people intending to buy an RV plan to use their RV a median of 25 days per year. This increase is indicative of the changing attitudes towards remote work and the ability for more people to be able to work from a destination more frequently than traditional vacation days afforded in the past.
Nearly a third of the respondents in the study (31%) are “first-time owners,” underscoring the growth of the industry in the past decade. Ownership is spread widely not only across age levels, but also across genders, as well as household income and education.
Class C motorhomes are owned by 7% of RVers, with the most common buyers being young families (22%) and millennial and Gen-Zers (30%). Additionally, amongst first-time owners, 39% choose the Class C.
In terms of age, 36% of Class C owners are between 18-54 and 64% are age 55+. 42% are retired and 75% don’t have any children currently living with them. Additionally, 22% travel with their pets.
43% of Class C owners are female with 57% male. Of those who are in the workforce, 57% have a household income over $65,000 and nearly half, 44%, pay cash up front when purchasing. 65% of RV owners say they will always have an RV.
- Class C’s are used on average 21 days each year, most often during the summer (79%) and fall (61%).
- On average, they are in operation during 59% of owners’ vacation time.
- While on the road, Class C RVers like to participate in hobbies such as outdoor sports (44%), fishing (40%), and water recreation (27%).
- During their travels, Class C owners prefer to stay at state parks (59%), private campgrounds (51%) and national parks (50%).
- Along with their RV, 32% bring bicycles along for the ride and 23% bring a secondary vehicle.